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China’s livestream training industry is booming, fueled by the success of its live commerce market, which generated a staggering 4.9 trillion yuan ($690 billion) in sales in 2023. Promising lucrative careers, training companies attract aspiring livestreamers with expensive courses that claim to teach the secrets of internet stardom. However, a recent investigation by Worker’s Daily reveals that many of these courses are little more than scams, offering minimal value and sometimes outright exploiting participants.
The allure of livestreaming is undeniable. With over 15 million professional livestreamers in China as of last year, the industry has created celebrities like Li Jiaqi, known as “the Lipstick King,” who commands millions of viewers and secures high-profile endorsement deals. Many dream of replicating this success and are willing to pay significant sums for training.
Courses, often marketed as “masterclasses” taught by internet celebrities, can cost thousands of yuan. For instance, a training company in Shenyang charges 399 yuan for a basic seven-session course, upselling participants to advanced programs costing 2,999 yuan or even one-on-one “masterclasses” for 6,999 yuan. Despite these hefty fees, students frequently report no significant improvement in their follower counts or skills after completing the programs.
Xiao Ai Xin, a livestreamer with experience in various training programs, shared her frustration: “Training isn’t entirely ineffective, but few programs truly deliver impactful results.” Industry insiders confirm that many courses lack practical guidance and rely heavily on theoretical knowledge. Ren Chunli, another insider, noted that instructors often lack teaching expertise, and some programs are outright fraudulent.
Gao Wei, a training expert, attributes the issue to the competitive nature of the live commerce market. Established internet celebrities are often unwilling to share their successful techniques, forcing training companies to hire inexperienced instructors. These instructors typically focus on generic theories rather than actionable strategies, leaving students unprepared for the realities of the industry.
Calls for reform are growing. Experts advocate for stricter regulations, including standardized qualifications for instructors and professional guidelines for training programs. Li Bingyi, an industry professional, suggests creating tiered training plans tailored to livestreamers’ follower counts and sales performance.
Government-led initiatives like Xiliu E-commerce Industrial Park in Anshan offer a potential model. Home to over 2,300 internet celebrities with significant followings, the park provides a structured environment for cultivating livestream talent. Additionally, vocational colleges are stepping up to fill the gap, with nearly 300 institutions nationwide offering majors in online marketing and live commerce. Over 60 of these colleges now include livestreaming programs in their curricula, providing a more credible alternative to private training companies.
Source: Sixth Tone
