Office Chair - Li Jiaqi

Li Jiaqi's livestream once sold office chairs, and related incidents involved product popularity and after-sales disputes. The following is an analysis from two aspects: product promotion and consumer disputes.

I. Promotion of Office Chairs in Li Jiaqi's Livestream

In the "Workplace Essentials" special session of Li Jiaqi's livestream, office chairs, especially ergonomic lumbar-support chairs, became a key promotion category. For example, during the "38 Shopping Festival", the popularity of such products soared significantly as they met the needs of returning workers for comfort during long sitting hours. Their core selling points include lumbar support design, breathable materials, and adjustable features, all aimed at alleviating back and waist fatigue caused by prolonged office work. Brands successfully attracted a large number of consumers by showcasing product usage scenarios in the livestream, comparing the shortcomings of traditional chairs, and offering limited-time discounts. This type of promotion reflects the precise capture of niche consumer demands by livestream e-commerce. With the prevalence of remote work and long sitting scenarios, consumers' demands for the health attributes of office furniture have increased. Through professional explanations and real-time interactions in the livestream, the connection between product functions and user pain points has been strengthened.

II. After-sales Dispute Incident: Legal Risks of Reselling Giveaways

On November 10, 2025, a dispute involving the sale of office chairs in Li Jiaqi's livestream attracted attention: After purchasing a chair from the UE Official Flagship Store in the livestream, a consumer listed the small chair given as a free gift on a second-hand trading platform for resale. Subsequently, the consumer received a letter from the brand requesting the removal of the product and warning of possible legal action. The core point of contention in this incident lies in the ownership and disposal rights of giveaways. According to relevant provisions of the Civil Code, as an incidental obligation of the sales contract, the ownership of giveaways is transferred to the consumer upon delivery, and the consumer has the right to dispose of them freely. However, the brand may assert its rights based on the following reasons:

1. Restrictions on the use of giveaways: If the livestream or product page clearly states that "giveaways are for personal use only and cannot be resold", the consumer's behavior may constitute a breach of contract;
2. Protection of brand rights and interests: Reselling behavior may affect the brand's pricing system or market image, especially if the giveaway is a limited edition or customized item;
3. Intellectual property risks: If the giveaway involves patented designs or trademarks, unauthorized reselling may infringe on the brand's intellectual property rights.

This incident reminds consumers to pay attention to the terms of use when disposing of giveaways from livestreams to avoid disputes caused by information asymmetry. At the same time, brands should clearly define the rights and boundaries of giveaways during promotion to reduce subsequent disputes.