Mainland Chinese actor Jia Nailiang recently responded to the trend of actors transitioning to live streaming e-commerce, stating, “The threshold for live streaming e-commerce is higher than filming movies, and the pressure is also immense.” He mentioned that live streaming e-commerce requires direct interaction with consumers, a responsibility to earn their trust, and the industry turnover rate is extremely fast. He emphasized that in this field, what works today may not be favored by viewers tomorrow.
According to reports from Sina, when asked why he continues to do live streaming despite making money, Jia Nailiang candidly expressed that it’s because he has “no films to shoot.” He acknowledged his own limited acting talent, despite early call times, late wrap-ups, and memorizing lines thoroughly, the end result being merely “passable.”
Jia Nailiang highlighted the downturn in the current film and television industry, with few directors seeking his participation. As younger actors rise to prominence, coupled with his advancing age, he finds himself in a predicament where he doesn’t fit the roles of either the older generation or the young idols, which he finds awkward. However, he reiterated his love for acting and would still pursue it if given the opportunity.
Some netizens expressed confusion over why Jia Nailiang, who is already financially stable, mentioned that the threshold for live streaming e-commerce is higher than that of filming movies.
Jia Nailiang clarified that the challenge of live streaming e-commerce being greater than traditional acting doesn’t solely refer to the initial entry barrier but rather the difficulty of sustaining success without making critical mistakes. He underscored that high income does not equate to an easy profession. Being a celebrity is merely an entry ticket, while live streaming is an intense survival game with a zero-margin for error, rapid elimination, and demands continuous engagement with the audience.
He pointed out the stark contrast between filming, where scenes can be redone numerous times before the final edited product is shown, and live streaming, where there are no rehearsals or second chances in front of millions of synchronized viewers. Any slip-up in information, pricing, or emotional regulation can lead to severe consequences, including loss of trust and legal risks.
In essence, while fading in the entertainment industry may take years, in the highly competitive live streaming sector, rankings and popularity fluctuate rapidly. Jia Nailiang emphasized the inherent uncertainty, stating, “Being the top today doesn’t guarantee you’ll remain popular tomorrow.” This perpetual fear of being replaced or losing relevance, even for established top streamers like himself, keeps him in a constant state of anxiety.
Public records indicate that Jia Nailiang was born in Harbin in 1984, graduated from the Performance Department of the Beijing Film Academy, and entered the entertainment industry officially in 2002 with his appearance in “Beijing Holiday.” He gained recognition by starring in “The Great Tang Song” the following year and won the Best Actor award at the Huading Awards in China for his role in “When Mother-in-Law Meets Mom.” Some of his notable works include “The Best of Times” and “Obstetric Male Doctor,” though he has been absent from new projects for several years.
Industry analysts believe that the influx of stars like Jia Nailiang into live streaming reflects the significant contraction in the Chinese film and television industry in recent years. The era of easy money and blind reliance on celebrity influencers for views has long passed. With capital withdrawal and stricter platform control over budgets, the initiation and distribution of film and TV series have dramatically decreased. Data indicates that the number of approved TV and film productions is only half of what it was a decade ago. Numerous small and medium-sized production companies have closed down or put projects on hold, leading to a steep decline in work opportunities for actors at all levels.
As reported by Chinese media, Jia Nailiang, at 42 years old, represents a group of middle-aged actors between 35 and 45 facing a dilemma in the industry. They struggle to find suitable roles as they no longer possess the youth and appearance advantage needed for youthful dramas, while veteran actors dominate the roles of parents and seniors in more serious dramas. Due to the scarcity of quality scripts available to this age group, they have become a marginalized and rapidly disengaged section of the industry.