There’s no harm in doing it as long as it’s within the law.
Livestream shopping has become a popular trend in China, which is essentially like the cable TV shopping channel, but on TV.
The shopping livestream features a host advertising a range of products while the audience can order them with ease through provided links and share their opinions in the stream chat.
Although this type of shopping is not common in the West, it accounts for about 10% of online shopping in China and promotes various products, including electronics and lingerie.
Nevertheless, the lingerie category has raised concerns.
China has implemented strict laws regarding the spread of “obscene materials” online, usually referring to pornography. However, the Chinese government has become more authoritarian lately and has begun cracking down on lingerie shopping streams. As a result, they have banned women from modeling lingerie on livestreams, which presents a challenge for vendors who need to sell their bras, panties, and nightgowns.
Sorry, can you remind me of the exact wording of the new policy? Is it disallowing women from modeling lingerie?
China’s livestream operators have identified a loophole with the new ban on women in shopping streams. They have replaced them with male models who now pose in frilly babydolls and other lingerie on some businesses’ shopping streams.
Keep it up, fellas.
The male looks better in it.
At first, the livestream business owners had reservations about using male models. However, they didn’t have much of a choice, did they?
As reported by Insider, Mr. Xu, the owner of a livestream business, remarked, “We don’t have a choice personally.” He was among the first to incorporate male lingerie models into his streams.
According to Mr. Xu, since their female colleagues can’t model the designs, they will be using male colleagues instead.
While some have suggested that mannequins could have been used instead of male models, it seems that the audience is enjoying the new addition. According to Xu, his competitors followed suit after his business used male models, and comments from viewers indicate that many are pleased with the decision.
A comment with hundreds of likes said, “The male model looks better than the female model in the lingerie.”
The use of male models in lingerie livestreams has raised concerns about gender inequality and the loss of jobs for women. However, the government’s restrictions on female models have left business owners with little choice.
Is wearing lingerie considered effeminate?
Despite their popularity, it’s uncertain if the male lingerie models will be allowed to continue indefinitely. The Chinese government has been on a conservative streak and aims to promote traditional gender roles and morality.
Following a ban on “effeminate men” from appearing on television, some are questioning whether male lingerie models will be allowed to continue. The Chinese government has used the term “sissies” to describe the banned men. However, the models work online and not on TV, which may mean they are not subject to the same restrictions.
It’s worth noting that it’s not rare for Chinese companies to utilize male models to advertise products targeted at women. One popular model, Austin Li Jiaqi, has even earned the nickname “Lipstick King” for his work promoting lipsticks.
Wu Nan, a businessman who goes by the moniker “Uncle Wu Who Wears High Heels,” is another example of China’s history of using male models to market women’s products. Wu demonstrates the strength of his company’s heels by jumping, dancing, and running in them. This previous precedent suggests that the use of male models in lingerie on livestreams may not be as groundbreaking as it seems.