The landscape of live-streaming e-commerce is undergoing a fundamental transformation. As top influencers move beyond simple traffic harvesting on single platforms toward more sophisticated user operations, a revolution in streaming ecosystems is quietly unfolding. Austin Li, China's undisputed king of live commerce, is constructing a massive streaming empire anchored by his "All Girls" series of accounts.
Imagine the future shopping experience: No more aimless browsing, but personalized matching to dedicated live-stream rooms tailored to your specific needs. Want cosmetics? Head straight to "All Girls." Need new clothes? Visit "All Girls' Closet." For snack lovers, there's "All Girls' Snack Shop." This appears to be the blueprint Austin Li's team is sketching.
The "All Girls" Universe: Austin Li's Matrix Ambition
On December 10, Li's new account "All Girls' Closet" made its debut, broadcasting daily at 7 PM. While the premiere remained relatively low-key with just 1.875 million views and 200,000+ followers, the team remained undeterred. The next day, Li personally appeared via cross-stream connection, boosting viewership to 7.744 million through limited-time offers and interactive promotions. Followers subsequently surged past 530,000, with current numbers reaching 737,000—demonstrating remarkable growth momentum.
This expansion actually began on November 12 when Li announced his new Taobao channel "All Girls," designed to broaden product selection and meet consumers' increasingly diverse demands. The subsequent launch of "All Girls' Closet" less than a month later has drawn significant industry attention.
The team explained the new account's creation stemmed from fan feedback about limited fashion options. Their solution: a dedicated fashion stream featuring clothing, bags, accessories and complementary beauty products, snacks and lifestyle items—a clear move toward category specialization and deeper consumer insight.
Strategic Pivot: From Star Streamer to Brand Operator
From reducing broadcast frequency to launching the "All Girls Member Center" mini-program and now this account matrix, Li's team shows a clear strategic shift: transitioning from pure product promotion to becoming a fully-fledged brand operator with independent capabilities.
Industry observers speculate this may prepare for Li's eventual retreat from the spotlight. Facing intense competition and pressure, top streamers understand the wisdom of diversifying rather than concentrating risk in a single channel.
Li himself has repeatedly stated he can't stream indefinitely, envisioning eventually working behind the scenes. He once described his imagined final broadcast: "If I really stop one day, I won't announce it's my last show...I'd just disappear afterward because I couldn't face it."
Product Strategy: Expanding Boundaries
"All Girls' Closet" reveals strategic product considerations. Despite its name, offerings extend beyond apparel to include lifestyle and beauty items. More significantly, sourcing now incorporates Taobao C-shops alongside flagship stores, indicating efforts to widen product selection and explore new partnership models.
The Matrix Logic
This multi-account approach reflects several strategic imperatives:
Precision Operations: Different accounts for distinct categories enable targeted audience segmentation, improving efficiency and conversion.
Risk Mitigation: Reduced dependence on any single channel protects against sudden traffic losses from unforeseen events.
Brand Equity: Building "All Girls" into a recognizable IP enhances loyalty and repeat purchases.
Revenue Diversification: Multiple category streams create varied monetization opportunities.
Challenges Ahead
Matrix expansion isn't without hurdles. Managing multiple accounts demands greater resources and operational expertise. Maintaining distinct identities while avoiding homogenization presents another critical challenge.
For Li's team, new accounts represent both product expansion and an experiment in multi-channel development. Whether this streaming matrix succeeds remains to be seen, but their proactive embrace of change undoubtedly explores new possibilities for live commerce's future.