top flow or top flow.
Author | Zhao Xiaomi
After 109 days of suspension, Li Jiaqi finally resumed broadcast.
Li Jiaqi's return seems particularly low-key. There is no Weibo preview, no fan group notification, and even the live broadcast room entrance cannot be seen when searching for keywords on Taobao homepage. You need to search in the Taobao Live section to enter.
But in just 2 hours of live broadcast, as of 9:14 at the end of the broadcast, Li Jiaqi's live broadcast viewings of his first show still reached an astonishing 60.532 million, three times his previous average number.
According to statistics from "China Cosmetics", in the first live broadcast of Li Jiaqi's return, a total of 26 products were listed, with a GMV of more than 130 million yuan. The data of
is more than twice the sales volume of the single-day when Oriental Selection was the hottest. Using the live broadcast results of Taobao anchors as a comparison, according to official Taobao data, during the entire 618 event this year, the number of live broadcast rooms with a transaction volume of over 100 million was only 32.
After three months of separation, Li Jiaqi is still in the position of a super-head anchor.
60 million people supported it, and it was sold out immediately after it was launched
After a brief live broadcast device debugging, at 7:2 pm, Li Jiaqi returned to his debut and officially started broadcasting.
on the background board behind him said "Consuming rationally and shopping happily"; the broadcaster around him is still Wangwang, and Li Jiaqi seemed to have never left. After greeting the audience, he quickly entered the stage of selling goods.
In an instant, the number of views in the live broadcast room exceeded 10,000, and fans commented "I finally waited for you." After ten minutes of broadcasting, the number of views exceeded 100,000; after 40 minutes of broadcasting, the number of views exceeded 10 million.
As more and more fans and passers-by see the information about "Li Jiaqi's rebroadcast" on social media, the number of people in the live broadcast room continued to explode. Until 9:14 when Li Jiaqi was broadcast, the number of views reached 60.532 million.
cosmetic brands that appeared in Li Jiaqi's live broadcast room that night, including Nature Tang , Huaxizi, Quadi , Kerun and other domestic products, as well as international brands such as Shufujia , OLAY, and Nivea .
Li Jiaqi's live broadcast room still maintains a lower discount price than the brand's official live broadcast room, and it is sold out as soon as it is launched. Take a 5D hyaluronic acid clear and sub-spray essence from Quady as an example. The price of Li Jiaqi’s live broadcast room is 198 yuan/35ml, while the price in the official live broadcast room is 289 yuan/45ml, which is equivalent to 5.66 yuan/ml and 6.42 yuan/ml respectively. The price in Li Jiaqi’s live broadcast room is about 18% off for the official live broadcast room.
According to Li Jiaqi in the live broadcast room, the original number of products selected for this live broadcast was more than 30, but because the products were sold out too quickly, I hope to ask the brand to get more inventory. Therefore, after introducing 26 products, Li Jiaqi chose to release the product and said that the original products that were not introduced today will continue to be sold tomorrow.
There is still no second Li Jiaqi
When Li Jiaqi was away, the pattern of Taobao live broadcast also changed accordingly.
According to Taobao Live Center Console data, the top three Taobao experts’ goods list are Junmeng to which Lie'er Baby belongs, Ruiqu to which Chen Jieki, and Fengqu to which Xiao Xiaomai belongs.
But at present, the size of the above-mentioned Taobao anchors is still far from that of Li Jiaqi. In an 8-hour live broadcast ended on September 19, Lie'er Baby, the number of viewers was only 6.94 million. The number of daily live broadcast viewers of Chen Jieki, Xiao Xiaofeng and others is usually in the millions.
Li Jiaqi's personal IP has an absolute super-head effect and is also the only core of his contracted company Meione. But during the suspension period in the past few months, the problem of over-concentration of US One's business has been revealed.
Take Qianxun behind Viya as an example. Although he lost the super head IP of Viya, Qianxun also has 号李景官方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方方� This year, there are live broadcast rooms such as Bee Surprise Society and Qier, operated by Viya Assistant Broadcasting Institute, which have risen to the position of top anchors on Taobao, , Douyin, platforms.
Although the size of the above-mentioned anchors is still not comparable to that of Viya, for Qianxun, its multiple anchors and multiple IPs can greatly reduce the company's operating risks.
and Luo Yonghao 's subsidiary of making friends has vertical sales accounts in more than 20 fields, and Luo Yonghao's own sales amount only accounts for 20% of the total GMV of making friends in 2021. This allowed Luo Yonghao to "reject" and make friends to continue to operate.
Meione's reliance on Li Jiaqi is not only reflected in the Taobao system at the base, but also the official WeChat mini program "All Girls Member Service Center" launched at the beginning of the year is also completely built around Li Jiaqi's personal IP. How to further create multiple matrix numbers and new IPs around Li Jiaqi is something that Mei One needs to consider at this stage.
"Li Jiaqi and others" are losing their price advantage
After Li Jiaqi returns, he still faces considerable challenges.
In fact, another reason why it is difficult to have super top anchors this year is that experts with anchors as the core live streaming and selling goods is gradually losing their price advantage.
At that time, one of the reasons why anchors such as Li Jiaqi became popular was the "lowest price on the entire network" in their live broadcast room. The top anchors have a stronger voice in the bargaining process, which makes the brand sometimes lose money because of too much concessions in the last live broadcast room.
Since last year's Double Eleven, major brands have gradually given the lowest prices to their flagship stores to broadcast themselves. This has caused the sales data of Expert Live to decline in part this year.
Take this year's 618 data as an example. Li Jiaqi's first pre-sale GMV is far from last year's Double Eleven. In the past two years, Li Jiaqi's 618 data is often several times that of the previous year's Double Eleven.
In addition to the self-broadcast of the brand flagship store, China Duty Free, which holds a duty-free license, has a greater price advantage compared with Li Jiaqi in international brands. According to statistics, during the pre-sale period of this year's 618, the prices of many big-name classic cosmetics such as SK2 Shenxian Water, Sea Blue Mystery Cream , Estee Lauder Small Brown Bottle, Lancome Small Black Bottle , etc., were lower than the prices of Li Jiaqi's live broadcast room on the China Duty Free Online Platform.
, and the lowest price products that can give the accessors' live broadcast room are mostly new Chinese brands that require anchors to promote goods. In the past two years, brands that have emerged in Li Jiaqi's live broadcast room include Huaxizi, , Winona, , pinkbear, etc.
This means that the master anchor only uses the front-end traffic as a bargaining chip, and its weight is gradually becoming lighter. The super live broadcast collective that integrates MCN + supply chain + live broadcast companies is the transformation direction of leading live broadcast institutions.
Take Qianxun behind Via as an example. Qianxun focuses on live streaming to sell goods and fission the business of all links in the industrial chain: first, it is a supply chain base to meet the anchor's product selection needs; secondly, Qianxun provides the brand with agency operation business, namely "Qianbroad", and in addition, Qianxun also has various service brands such as e-commerce training and brand marketing.
Although Li Jiaqi was able to make a comeback this time, what should I do after leaving Li Jiaqi is still the unsolved sword of Damocles hanging on the head of the beauty.
