美ONE

What 美ONE does

MeiOne (美ONE) is a Shanghai-based live-streaming e-commerce company founded in December 2014. The firm operates a portfolio of live-streaming IPs anchored by super-KOL Li Jiaqi (Austin Li) and extended through adjacent content verticals including the All Girls Live Room, the All Girls Wardrobe Live Room (fashion), and the Naiwa Family IP. Operations span all major Chinese content platforms — Taobao Live, Douyin, Xiaohongshu, Kuaishou, Weibo, and Bilibili — with a cumulative audience footprint of 170M+ followers and Li Jiaqi alone holding ~94M followers on Taobao Live and ~34M on Douyin.

The underlying technology stack is conventional live-commerce infrastructure (multi-platform streaming, content production, and a quality-inspection team) layered with AI-assisted product selection and a private-domain Membership Service Center mini-program that captures repeat viewers outside platform algorithms. The firm has invested in proprietary IP extensions such as the "Super 8:30" self-owned product brand and the Li Jiaqi Workshop, and it operates a rural revitalization channel that has moved ~4M items and ~250M yuan in cumulative sales. MeiOne has also participated for three consecutive years in industry standards-setting (the live-stream e-commerce "blue book"), positioning it as an active participant in the regulatory shaping of its category.

The business model is a commission-based monetization stack on GMV generated through livestream events, supplemented by private-domain services, IP licensing across the All Girls and Naiwa Family properties, and emerging revenue from self-owned branded products. The company serves two principal customer segments: (i) consumer audiences reached through the multi-platform follower base, and (ii) merchant brands — a cumulative base of ~7,000 brand partners — who pay for placement, promotional slots, and co-branded launches during flagship livestreams. Geographic scope is primarily mainland China, with international expansion signaled through cross-border co-host partnerships for merchandise sourcing.

Name

美ONE

Legal name

美腕（上海）网络科技有限公司

Website

https://meione.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Shanghai-based live-streaming e-commerce company founded in 2014, operating a KOL-led portfolio of live-streaming rooms centered on super-KOL Li Jiaqi across major Chinese platforms, serving 170M+ users and 7,000+ brand partners via GMV-based commissions, private-domain services, and self-owned brands.

Ownership category

akta.pro rank

Product category

Live Streaming E-commerce Services

akta.pro primary industry

Live Shopping & Commerce Streaming Platforms (MPACACAD)

akta.pro secondary industries

Live Shopping Platforms (CRAFANAD), Live Shopping & Streaming Creator Activations (MPAAAHAM), Live Commerce & Shoppable Creator Campaigns (BPAFAHAL)

Keywords

• Live streaming e-commerce
• KOL commerce services
• Live commerce operations
• Private domain marketing
• Influencer retail platform

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. Live streaming带货佣金: 美ONE通过旗下主播直播间（李佳琦直播间、所有女生直播间、的所有女生的衣橱直播间）进行商品带货，按销售额收取佣金，是公司核心收入来源
2. 私域合作: 通过微信公众号、小程序、社群等微信私域渠道，为品牌提供精准用户触达和积分兑换、优惠券发放等私域运营服务
3. IP授权与衍生内容: 运营奈娃家族等IP资产，开展联名商品、内容种草等授权合作
4. 超级八点半爆品分享栏目: 每晚8点半黄金时间集中讲解和分享爆品，涵盖美妆、生活、服饰等全品类产品，通过内容栏目产生商业价值

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

美ONE operates a KOL-driven live streaming e-commerce business, running multiple branded live broadcast rooms (李佳琦直播间, 所有女生直播间, 所有女生的衣橱直播间) hosted by prominent live streamers that connect brands with consumers. The company curates products through its proprietary industry-first selection and quality inspection team, supports merchants through dedicated platforms (ONE家直播选品平台, 美ONE优选), operates a private domain cooperation platform for member engagement, and licenses its Naiwa Family (奈娃家族) IP for co-branded products.

Product overview

美ONE是直播电商公司，基于消费者洞察和内容创新能力，通过打造运营多个直播IP为消费者提供优质商品及服务。公司采用多直播间矩阵模式，核心直播栏目包括李佳琦直播间、 所有女生直播间、所有女生的衣橱直播间三大主频道，配合奈娃家族IP、李佳琦小课堂等内容栏目，以及主播矩阵提供的主播合作资源。商业化方面，公司通过ONE家直播选品平台提供直播合作服务，通过美腕优选平台提供选品服务，同时运营私域合作平台连接品牌商家与微信生态内的千万精准用户。

Differentiator

Problem solved

Functional benefit

Brands

• 李佳琦直播间: 美ONE核心直播IP，由李佳琦主持的美妆及全品类带货直播间
• 所有女生直播间
• 所有女生的衣橱直播间
• 奈娃家族
• 李佳琦小课堂
• 美腕优选

Products and services

• 李佳琦直播间 (Li Jiaqi Live Room) The flagship live commerce broadcast room hosted by Li Jiaqi, covering beauty, fashion, lifestyle, food, 3C and other full categories. Has partnered with approximately 7,000 brands cumulatively, and also runs rural revitalization public welfare projects to support agricultural products.
• 所有女生直播间 (All Girls Live Room) MeiONE's daytime-segment live commerce broadcast room, broadcast hours 12:00-19:00, selling categories covering beauty, food, consumer electronics, FMCG, maternal/baby, and apparel to satisfy consumers' daytime shopping needs and improve shopping experience.
• 所有女生的衣橱直播间 (All Girls Wardrobe Live Room) MeiONE's dedicated apparel-category live commerce broadcast room, broadcast time at 7 PM (19:00), selling primarily apparel products to better serve young consumers' fashion single-item needs.
• 奈娃家族 (Naiwa Family IP) MeiONE's proprietary IP brand officially launched in October 2020, built around Naiwa and other cartoon characters as a brand IP matrix. Generates revenue through co-branded products, content seeding, and IP licensing cooperation.
• 李佳琦小课堂 (Li Jiaqi Workshop) MeiONE's educational content channel providing consumers with beauty product knowledge, usage tips and other professional content sharing, designed to build trust and consumer education beyond transactional commerce sessions.
• ONE家直播选品平台 (ONE Home Live Selection Platform) MeiONE's live commerce cooperation merchant onboarding platform, providing brands and merchants with a live broadcast cooperation channel for docking (located at sj.meione.com). Brand-side entry point for partnering on Li Jiaqi's live rooms and other MeiONE shows.
• 美ONE优选 (MeiONE Select) MeiONE's curated selection platform providing brand merchants with onboarding channels, covering multiple merchant brand categories including lifestyle and wellness brands (such as 生活海星生活, 维清生活, 卫璇食品, 肖贺食品, 潇磊, 伊岚美妆, etc.).
• 私域合作平台 (Private Domain Cooperation Platform) MeiONE's WeChat private domain cooperation platform that aggregates precision users through public accounts, mini-programs, and community channels, covering millions of premium users, providing brands with private domain traffic operations services including precision user reach, points exchange, and coupon issuance.
• 所有女生会员服务中心小程序 (All Girls Member Service Center Mini-program) MeiONE's WeChat mini-program member service platform providing points exchange (with brand mini-programs like Youzan), sample distribution, coupon issuance, and brand exposure functionality for precision member operations and repurchase growth.
• 主播矩阵 (Anchor / Host Matrix) MeiONE's live commerce host matrix composed of multiple anchors, including fashion co-hosts 徐小白 and 美玲, full-category host 闪芸, and cross-border cooperation host 臧敏, providing diverse live commerce hosting resources.

Quantifiable outcome

• 全网超1.7亿用户
• +3 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

Eleven partnerships are on record, tiered core and minor.

• 中国计量科学研究院coreStrategic or Co-development Partner · 1 September 2024联合国家市场监督管理总局直属机构中国计量科学研究院，共同发布《直播电商行业高质量发展报告（2023-2024年度）》蓝皮书，美腕作为连续三年参编蓝皮书的唯一机构
• 中国质量认证中心coreStrategic or Co-development Partner · 1 September 2024联合中国质量认证中心，共同参与《直播电商行业高质量发展报告（2023-2024年度）》蓝皮书的编撰发布
• 上海市消保委（上海市消费者权益保护委员会）coreStrategic or Co-development Partner · 1 March 2024上海市消保委与美腕共同发布《00后的消费理念与消费主张》研究报告，总结00后消费者的六大新趋势，助力消费企业和品牌把握消费新趋势
• 欧诗漫minorOthers · 1 January 2024与美ONE共创国潮爆品的优质国货品牌之一
• 自然堂minorOthers · 1 January 2024与美ONE共创国潮爆品的优质国货品牌之一
• 可复美minorOthers · 1 January 2024与美ONE共创国潮爆品的优质国货品牌之一
• 宝洁minorOthers · 1 January 2024宝洁与所有女生会员服务中心的私域链路合作，通过积分兑换、跳转商家小程序兑换、发放优惠券增加用户复购
• 中国海关科学技术研究中心coreStrategic or Co-development Partner · 1 September 2023联合中国海关科学技术研究中心，共同参与《直播电商行业高质量发展报告（2022-2023年度）》蓝皮书的编撰
• 中国商业联合会coreStrategic or Co-development Partner · 1 March 2023美腕作为主要起草单位，参与中国商业联合会发布的《电商主播直播用语规范》团体标准
• 上海市质检院coreStrategic or Co-development Partner · 1 May 2021美腕与上海市质检院展开选品、合规、质检等方面的合作，推出直播电商行业首个企业标准
• SGS公司coreStrategic or Co-development Partner · 1 May 2021美腕与SGS公司展开选品、合规、质检等方面的合作，推出直播电商行业首个企业标准

Scale indicators5 records

Recent moves13 records

Expansion highlights6 records

Direct peers

• 谦寻控股 (Qianxun Holdings): Operates the competing 薇娅直播间, the largest historical rival to 美ONE's 李佳琦直播间; same KOL-driven live commerce model with commission-based monetization and brand selection infrastructure serving Chinese consumers.
• 遥望科技 (Yaowang Technology, 002291.SZ): Shenzhen-listed live commerce MCN operating multi-host Taobao Live, Douyin and Kuaishou rooms with brand collaboration and selection services — comparable business model, multi-channel footprint, and brand partnerships to 美ONE.
• 辛选 (Xinxuan / 辛有志严选): Simba-led live commerce MCN that built a Kuaishou-first livestream empire comparable to 美ONE's Taobao Live dominance; both companies run multi-host matrices, private domain, and own-brand products in beauty and FMCG.
• 如涵 (Ruhnn): Pioneer China-based KOL e-commerce company that incubated and managed influencer-led storefronts and live commerce — comparable operating model of monetizing a portfolio of hosts via brand partnerships and own-brand SKUs.
• 东方甄选 (East Buy, 1700.HK): Hong Kong-listed live commerce platform spun out of New Oriental, operating multi-host Douyin and 自有 App commerce with its own supply chain — directly competes for brand budgets, host talent, and live commerce GMV in China.
• 三只羊 (San Zhiyang): Mainland live commerce MCN anchored by 大杨哥 and 小杨哥 on Douyin, building a comparable multi-host matrix and own brand portfolio in beauty, food and consumer goods — directly competes for the same live commerce GMV pool.

Broad incumbents

• 阿里巴巴 (Alibaba Group, BABA / 9988.HK): Owns and operates Taobao Live, the platform on which 美ONE's flagship streams run; a broad incumbent that defines traffic allocation, commission rules, and compliance standards affecting 美ONE's primary monetization.
• 京东 (JD.com, JD): Operates a large 1P/3P e-commerce platform with rapidly growing live commerce capabilities, including KOL partnerships and own live broadcasts — provides brands an alternative live commerce distribution channel to 美ONE.
• 快手 (Kuaishou, 1024.HK): Hosts significant live commerce activity on Kuaishou and runs its own trust-and-safety, supply chain and merchant enablement functions that compete for the same set of hosts, brands and GMV that 美ONE serves.
• 字节跳动 / 抖音电商 (ByteDance / Douyin E-commerce): Operates Douyin E-commerce, a rising live commerce platform that competes with Taobao Live for Chinese consumer spend; offers overlapping influencer-live commerce capabilities that limit 美ONE's reach on its largest growth lever.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/1968758563
• LinkedInlinkedin.com/company/meione

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 美ONE