Chinese livestream e-commerce host Li Jiaqi, known as China's “Lipstick King,” offered shoppers something they could not hold on Monday night: “tokens,” an intangible product that his show listed for the first time during the Double 11 shopping festival.
Double 11 · Livestream commerce
China's "Lipstick King" sells something you cannot hold
Li Jiaqi's show listed "tokens," an intangible product, for the first time during Double 11. It is a notable break from the physical goods that usually dominate these broadcasts, and a possible signal that digital AI resources are reaching ordinary shoppers.
From physical goods to intangible product
Typical broadcast
Physical goods
→
This Monday night
Intangible "tokens"
→
If tokens relate to AI
Ordinary consumers, not only businesses
Confirmed
Tokens were listed on Li Jiaqi's show on Monday night during Double 11.
It was the first time the show listed tokens.
The show described the item as "invisible" and presented it as a product in its own right.
Not yet confirmed
Which company or service provided the tokens
Price, volume sold, and number of buyers
Any official statement from a provider
What the tokens actually deliver
How shoppers and industry observers have responded
The signal, not the sale
The significance lies in what the listing suggests about how digital resources are being sold.
Consumer reach
If the tokens are AI services, they are marketed through mainstream e-commerce, not only to developers.
Product definition
How the product was defined, and what it delivered, still needs confirmation from the seller, platform or provider.
Future offerings
Whether similar intangible offerings will follow remains an open question.
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