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Alibaba’s top influencer Austin Li Jiaqi returns to live streaming, in a boost for the sector after months of tighter regulatory scrutiny

Lipstick King Austin Li Jiaqi has returned to Alibaba Group Holding’s live streaming platform three months after he abruptly ended a show without a full explanation on June 3, in a significant boost for the industry after months of tighter regulatory control.

Li quietly returned with his live-streaming show on Taobao Live on Tuesday night at around 7pm, showcasing a number of goods including home supplies, underwear and skincare products.

The high profile star’s show began with around 100,000 viewers in the first few minutes, but this figure soared to about 25 million by 8pm. Viewer numbers exceeded 50 million by 9pm.

Most of the products Li highlighted sold out immediately and the live-streaming star asked buyers and sellers for calm.

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