Li Jiaqi Sells Out 40 Mercedes-Benz Cars in Seconds During Live Stream

On the evening of June 10, Li Jiaqi’s Taobao livestream sold Mercedes-Benz vehicles for the first time, with all 40 units listed selling out almost instantly after going on sale. The models offered included the all-electric GLC SUV and the long-wheelbase C-Class sedan—marking the first time these newly launched vehicles entered an influencer’s livestream since their debut. The transaction followed an “online reservation + offline delivery” model: consumers could secure their purchase rights by paying a RMB 3,000 deposit and were required to visit any authorized Mercedes-Benz dealership nationwide before September 30 to complete test drives and vehicle pickup procedures. After finalizing the purchase and uploading the invoice to Tmall for verification, buyers would receive a RMB 5,000 Tmall cash voucher as a subsidy. According to Mercedes-Benz’s Q1 2024 financial report, the company recorded global revenue of €31.602 billion, down 4.9% year-over-year; net profit stood at €1.433 billion, a 17.2% decline; and global deliveries totaled 499,700 units, down 6% year-over-year. In China, sales reached 111,600 units, a sharp 27% drop compared to the same period last year. Mercedes-Benz attributed the decline primarily to its proactive product strategy adjustments ahead of model transitions, including the gradual discontinuation of certain entry-level models. Despite this, the brand maintained its leading position in China’s luxury vehicle segment priced above RMB 1 million and plans to accelerate the launch of fully electric and advanced hybrid models during 2026—a “transition year.” This collaboration is seen as part of Mercedes-Benz’s broader effort to expand into new media marketing channels and boost sales. Li Jiaqi’s audience is predominantly female, aligning closely with Mercedes-Benz’s target customer base. Data shows that women aged 25 to 40 account for 53.7% of new energy vehicle (NEV) buyers, reflecting a clear trend toward younger demographics. Beyond Li Jiaqi, Luo Yonghao previously promoted NIO vehicles via livestream, highlighting the brand’s battery-swapping technology. Other automakers—including Audi, Cadillac, SAIC-GM, Changan Automobile, and Wuling—have also embraced livestreaming for vehicle sales. SAIC-GM reportedly secured over 200,000 orders through Douyin (TikTok’s Chinese counterpart) in the first three quarters of 2025, achieving a 156% year-over-year sales increase. Industry analysts note that livestream car sales are not intended to replace traditional channels but rather complement them by driving online traffic and acquiring customers at lower costs—helping dealerships shift from passive “storefront sellers” to proactive “mobile sellers” and enhancing sales predictability. Gao Jiejing, Secretary-General of the New Marketing Committee at the China Automobile Dealers Association, stated that the automotive industry is currently at a critical juncture of new media marketing transformation. With Gen Z emerging as the core consumer group, there is growing demand for more innovative marketing approaches. Digital technologies are steering automotive marketing away from broad, scattergun tactics toward precise, targeted strategies, emphasizing seamless integration between online and offline channels and full-funnel marketing synergy to maximize effectiveness.