The rhythm of change is measured in seconds, and it is more meaningful to adapt to the new role of Double Eleven than to miss the past.Welcome to the WeChat subscription number of “Sina Technology”: techsina
Text / Travel
Source: Lu Jiu Business Review (ID: liujiucaijing69)
Who is the person you can’t live without? The first reaction of many girls may be Li Jiaqi, an e-commerce anchor.
The results of Cass data statistics show that on the first day of the Double Eleven promotion, 93 products were sold out in Li Jiaqi’s live broadcast room, and more than ten domestic brands such as Proya, Youshiyan, Kwadi and Zushi were sold out immediately. . The well-known Li Jiaqi’s live broadcast room ushered in another “highlight moment” on Double Eleven this year, but few people realize the efforts behind Li Jiaqi’s live broadcast room. As an “old” anchor who has been out for 5 years, this is not easy in an era of surging love.
Double Eleven, why do platforms, brands and consumers identify Li Jiaqi?
01
Double Eleven has a new role
This is the 14th Double Eleven in the e-commerce industry. Although the live e-commerce industry has only developed for less than ten years, many people’s Double Eleven has already been closely linked with the e-commerce anchor Li Jiaqi. Entering the second half of the live broadcast e-commerce is no longer a new thing, and Double Eleven has also begun to have a new role.
In the past Double Eleven, the one with the lowest price won the world, and sales have become the main focus of merchants chasing after each other.
However, the extensive competition method brings double the closing cost. When merchants think about destocking and destocking, they will inevitably ignore the service quality. After-sales problems such as express delivery errors and product damages emerge one after another. On the consumer side, watching the excitement and seeing the excitement, turned around and placed an order. After calming down, they found that they were spending impulsive, and their money and energy were empty.
It is precisely because of this that Double 11 has been iteratively upgraded over the years, and keen people have long realized that the rhythm of change is measured in minutes and seconds, and it is more meaningful to adapt to the new role of Double 11 than to miss the past.
Double Eleven is no longer a purely “price comparison” arena. For brands, the priority of transaction volume is rearranged, and the main role of Double Eleven has become a battle of product announcements. Using the attention during the big promotion period to build a deep price band and hit a brand premium. The Soochow Securities Research Institute concluded that the Double 11 promotion is essentially “aggregated sales”. Through large-scale traffic aggregation and distribution, it brings the possibility of increasing exposure and brand power for the brand, and implants the brand culture more comprehensively and deeply. .
For consumers, Double 11 is still a good time for shopping. During this time, there are anchors and bloggers on various platforms to teach you how to grow wool, and countless merchants make profits for this. As for the long-criticized no longer “low price”, a large number of industry insiders have proved that this is just an illusion caused by price transparency.
Meng Yonghui, a strategic consultant, mentioned in his column that the low prices in the past were based on the information gap between consumers and brand owners. Consumers did not know the bottom price of goods, and then superimposed the platform to burn money subsidies to make profits appear attractive. force. But today, the platform is full of reductions, and brand self-broadcasting and anchor live broadcasts are held almost every day. In fact, the price we get is still low enough, but the excitement is decreasing day by day – but this also Not a bad thing.
In short, as Double Eleven progresses to a 2.0 model, platforms, brands and consumers all need to adapt. From another point of view, Double Eleven is still the previous Double Eleven. Consumers who don’t want to worry about collecting orders can go to the live broadcast room to listen to the anchor’s explanation. Consumers who want lower prices can also get the same discount. There are also top anchors such as Li Jiaqi as a supplement. Double Eleven has just changed its form, not lost its original intention.
02
The value of Li Jiaqi’s live broadcast room
In the same way, during the Double Eleven period, consumers are profitable, and merchants are not without business.
This conclusion sounds very “counter-intuitive” at first glance. It seems that the involution of big promotions increases the cost of customer acquisition and dilutes the profit of the product. Most people will come to the conclusion that they can’t make ends meet, but it is not the case.
The consensus in the e-commerce industry is that the strong are always strong, and players who lack competitiveness are only discovered by the market after the tide has receded. This is also the value of the live broadcast room of the head anchor represented by Li Jiaqi.
As Li Jiaqi said, he is the bridge between the brand and the consumer, and the consumer’s voice is expanded and transmitted through him, so that the brand can hear it. The value and highlights of the product also reach farther places through him, and gain brand voice and user increment. His professionalism and attention are unique advantages when empowering brands. In the field of live broadcast and delivery, Li Jiaqi is almost one of the most suitable and able to help both parties.
According to public data, after 20 years of cultivating Chinese herbal skin care, the two products, Gentian Anxin Shurun Cream and Gentian Repairing Freeze-dried Essence Mask, have more than 300,000 pre-orders after they were put on the live broadcast room, and rushed to Tmall Beauty. The industry’s top 20 pre-sale brands on “Double 11”; the cutting-edge brand Ushiyan cooperated with Li Jiaqi for the first time in 2021, and broke through the all-day sales of pre-sale in 2020 within one hour. The 4-hour pre-sale order amount exceeded that of the whole pre-sale period last year.
In addition to the beauty category, clothing, lifestyle, trendy and other categories have also increased. The relevant person in charge of Li Jiaqi’s live broadcast agency Meiwiao said that the main reason for the adjustment was an in-depth investigation of the consumer group. “Everyone’s appeal is to buy all in one stop in Li Jiaqi’s live broadcast room. In order to make the consumer experience better, the team is also willing to do their homework and dig deep to expand the product supply chain.”
The visit mentioned by Beauty Watch was originally a research for the filming of “OFFER 2 of All Girls”. This is a variety show filming Li Jiaqi and the brand talking about the OFFER process. Interestingly, the group that the show finally moved is far more than the brand. square.
“Faced with the brand, he understands what the brand’s goal is at this stage (the first category/user increment), what the pain point is (intensive competition on the track/no new products), and where the product competitiveness is (cost performance/ingredients/skin feel/ Efficacy/brand tonality). When negotiating, it is not just to increase the volume and lower the price to make it difficult for the brand side, but to match the consumer’s usage habits in terms of mechanism matching and help the brand to consider.” Senior Internet operator Xie Chenxing (pseudonym) observed, As a neutral party, Li Jiaqi’s insights are the most valuable and valuable.
But when it comes to facing consumers, Li Jiaqi really understands consumers. “From the perspective of consumers’ usage habits, decision-making habits, brand perception, etc., tell the brand bluntly: how to convert this part of potential users. Judging from the reaction of the barrage, he has indeed become the favorite of many consumers in the show. For the mouth, many girls said: Yes, if there is a XX mechanism, I will definitely buy it.”
Xie Chenxing said that he originally planned to use “Offer 2 of All Girls” as a reference material to study, but I didn’t expect the visibility to be beyond imagination, “After watching two episodes, I can’t help but feel that there is no unprovoked success in the world, and I have already told Li Jiaqi Road. Turned into powder.”
03
Work is beyond poetry
Since its broadcast on October 9th, “OFFER2 for All Girls” has a Douban score of 8.4 points. It is ranked on Douban’s one-week domestic word-of-mouth variety show list together with high-quality variety shows such as “Round Table Party” and “Annual Comedy Contest”. , No star cast and no amazing gimmicks, ranked sixth.
Frankly speaking, when you watch the show, you will not feel how ingenious the design of the beautiful wrist is. It is nothing more than a step-by-step recording of the negotiation process. Jin Chun, the content director and variety show producer of Beauty Watch, has said many times: “We didn’t design the script, and the brand had no knowledge of the recording information and the situation of the venue beforehand. All the dialogues and reactions occurred directly on the spot.”
But in fact, the charm of the show lies in these “unpreparedness”, and behind the circle today is the silent effort.
On the eve of the Double 11 promotion, Li Jiaqi’s schedule is full. When filming the first season of “OFFER for All Girls”, Li Jiaqi had many business trips and activities, as well as many daily tasks. Jin Chun said that they were very worried that they would not have time to cooperate in the content planning stage, and it took less than a month to complete 19 brands, which is not even the first problem to be solved.
Compared with the situation in which the first season was almost all beauty brands, “OFFER 2 for All Girls” has done a lot of innovation. Statistics show that there are many categories such as beauty, home furnishing, electrical appliances, wedding photography, etc., and the proportion of Chinese brands has increased to nearly 50%. Making trade-offs is also very difficult for the team.
According to a member who participated in the recording of variety shows, many brands are very hesitant when choosing whether to record the show. “When the founder of Winona communicated with us in the early stage, he said that this year’s Double 11 had shown sincerity, so everyone was under a lot of pressure before shooting.”
In the end, the result was a successful conclusion, thanks to the countless resources and efforts invested by Beauty Watch. Product selection, quality inspection, trial, evaluation… A product from a brand manufacturer to Li Jiaqi needs to go through a lot of rigorous links. For this reason, Meiwiao has set up a special QC quality inspection team to comprehensively review the safety of the product. sex and compliance.
In the direction of product planting, Li Jiaqi’s live broadcast room opened the door to a new dimension with variety shows. In-depth cooperation with brands, there are not many variety shows that ultimately lead to goods. Douyin Kuaishou’s “Take a Simple Girl Home” and “Sleep at 11” are the same. The difficulty is to break the cognitive routine and let the audience Not objectionable or contradictory. This is not only the first in the live e-commerce industry, but also ahead of others in the variety show industry.
In addition to innovations in content, Meiwiao also updated the “Li Jiaqi Super Double Eleven Raiders Document” based on the situation of last year, upgraded the “Li Jiaqi Small Classroom” column, and asked professionals to explain professional knowledge, and strive to maximize the auxiliary role. . Strictly speaking, these are not earth-shattering big moves, but they are consistent in that they can improve the consumer experience in subtle ways.
Being meticulous and caring is easier said than done. Almost every anchor who relies on consumers knows these truths, but people who make it practical, do it well, and do it convincingly are all in the industry. I can’t find a few, which is also the foundation of Li Jiaqi’s trust in the live broadcast room.
04
Let live broadcast not only sell goods
During the Double Eleven, Li Jiaqi’s live broadcast room arranged a number of live broadcasts to help farmers, recommending authentic agricultural products from all over the world for consumers, and also called on consumers to participate in Cainiao’s “Green Back Box” express packaging recycling activity, which will help the e-commerce market. Do your best to promote environmental protection during the period. One of the reasons is that Li Jiaqi comes from an ordinary family and knows the hardships of grassroots work, but more importantly, he has a deep understanding of his own communication and influence.
In “Offer of All Girls”, Li Jiaqi treats the brand as “spicy”. It is better to give formal clothes than to give samples, to directly discount it as to give more gifts, and to follow the trend and push new products instead of making a special feature… Many people describe Li Jiaqi as a “strict extra-staff product manager”, but his love for domestic products is as real as his sincerity.
Taking Huaxizi as an example, the well-known Huaxizi loose powder is priced at 149 yuan through Li Jiaqi, and the current sales price of the whole line of products is in the range of 100 to 200 yuan, breaking the consumer’s mind that “domestic products are low-cost products” concept. In “OFFER2 for All Girls”, the exclusive secret recipe Ximoyin of Nature Hall and the Tibetan source base of Affordable Materia Medica have both reshaped the minds of consumers, and the scientific research heart of showing overseas products should not be underestimated.
Practitioners in the live e-commerce industry have always emphasized that brand pricing should not adhere to the new logic of winning at low prices, because good products deserve a premium, which can speed up product development and iteration and help brands grow better. The live broadcast is not only for sales, but to let Chinese products go to the world, Li Jiaqi and domestic brands have done it together.
On the other hand, Li Jiaqi also plays the role of making overseas products well known to Chinese people.
This year’s Double Eleven, Li Jiaqi also recommended an Ethiopian coffee. He will not charge any fees in this public welfare live broadcast, free publicity and free endorsement, just to help international inclusive trade. To put it bluntly, Li Jiaqi is using practical actions to expand the possibility of live broadcast e-commerce. Live broadcast can bring goods, but it can do much more than bring goods.
The “2022 (Part 1) China Live Broadcasting E-commerce Market Data Report” predicts that the transaction scale of China’s live-streaming e-commerce in 2022 will reach 3,487.9 billion yuan, a year-on-year increase of 47.69%. Data from the Ministry of Commerce confirmed that online retail sales in the first half of the year increased by 3.1% year-on-year, of which live broadcast delivery increased by 58.2%. In contrast to overseas markets, a survey by supply chain company Arvato shows that 70% of respondents are willing to shop during live broadcasts. Overseas analyst Coresight Research believes that European live broadcast sales will reach 250 billion euros in 2021.
Consumers need live e-commerce, not only in China, but also consumers need Li Jiaqi, not only in Double Eleven. Sincerity and attentiveness are the “big killers” that can impress everyone, and with Li Jiaqi as an intermediary, the imagination of live broadcast e-commerce is endless, and the win-win situation of anchors, consumers and brands is the end point.
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