Li Jiaqi : One sentence a day Mg allows you to leave all the money behind the marketing red economy ...
operation small coffee show 318 2019-5-13 11:57
marketing management
" I am afraid that Li Jiaqi will say that OMG "
5 minutes live broadcast of 15,000 lipsticks, 2 hours live color test color 380 lipstick, sitting in Douyin 2238.8W fans, a single live sales of 70 million ... 2019 The most popular online celebrity is Li Jiaqi, "Brother Lipstick". How strong is the capacity of
network KOL? On the day of the
Women's Day, Li Jiaqi live broadcast online, with 1.7 million views, 7,000 sets of masks, and launched 4 -color lipsticks for 3 minutes, and an unknown local brand sells 30,000 bottles of essence. Li Jiaqi has 2.87 million fans and is expected to earn 15 million. It ranks third in Taobao live broadcast history. Taobao Live created 100 billion yuan in sales, and the goal in 2019 points to 180 billion. What products and operating thinking hidden behind the Internet celebrity economy of
?
product is content, the content of the product
Li Jiaqi team created is the product they made.
seize the user's pain points, itching points, and cooling points to create content to cater to the content products created by the traffic ecological
Li Jiaqi team. The goods are the foundation.
also solves the user's: pain point (not knowing what to buy), itching ("buying this is as beautiful as you"), and excitement (really the same as you), especially in the content of the user to the user’s Refreshing points (through handsome images, exaggerated performances, high -frequency and high -quality content stable output, users can be satisfied at any time and immediately). The marketing team behind
has the accurate grasp of the above key factors, so that the content made has been favored by the super traffic platform, making Li Jiaqi become popular quickly, and at the same time, consumers follow the Internet celebrity idols to "chop their hands".
Differential IP Positioning: "Her Economy" allows male anchors to start the Nuggets era
. Today, the number of social media KOL has surged. To stand out, differentiated positioning and distinctive personal characteristics are critical. In the context of the rapid rise of e -commerce and mobile Internet,
is booming. The female consumer market is booming. Trust's positioning theory is still applicable today. A unique positioning can help individuals build and spread brands quickly.
Li Jiaqi cleverly uses the differentiated IP positioning of male anchors, accumulates a large number of female fans, and successfully nuggets "her economy".
Beauty has always been the world of women. The straight men will not spend time to distinguish between "aunt" and "chopped men". As a boy, Li Jiaqi has a hot color and lipstick, and he has a hot topic and can quickly attract attention. According to statistics from
, nearly 95% of Li Jiaqi's Douyin fans are women. Flower skin, good -looking lips, skilled lipsticks, and the "OMG" that is very incredible. When a male anchor has these characteristic label blessings, it is easy to stand out and capture the hearts of thousands of girls.
蹭 蹭 h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h h: Guinness+PK Ma Yun
In the early days of personal brand shaping and dissemination, clever celebrities and authority can reduce the cost of communication and quickly increase their popularity and reputation. When
Li Jiaqi did not settle in the Douyin platform, it was mainly focused on the circle of Taobao live broadcast. In 2018, the two waves of borrowing made it successfully break the circle and became popular on the Internet.
is first in the world record challenge of "30s to the most popular". Li Jiaqi is still the world record holder, and cleverly borrowed Pop Kirinis's world records.
two waves borrowed the momentum, and the traffic was red with Ma Yun PK live. It sold 15,000 in 5 minutes to kill the opponent. At this point, Li Jiaqi's topic of defeating Ma Yun has also detonated the Internet, and since then, the name of "Lipstick Brother" has since. The two videos of
are still on the top of Li Jiaqi's Douyin's main page to suck powder and bring goods, which is a wonderful brand endorsement.
fine cultivation is made of vertical fields to achieve the "lipstick effect" several times iterated
, whether it is Weibo, station B, or Douyin, Beauty bloggers are countless, but there are not many beauty names in the segment field. Li Jiaqi focuses on lipstick field. The video theme is clear and professional, and she has successfully harvested a large wave of market dividends.
Nowadays, the flow pool of the cosmetics market has expanded as a whole, and the competing competition is becoming more and more intense. If the beauty KOL wants to tap market potential, focusing on vertical fields, refined and professional development has become an inevitable trend.
short video creates real scenes, open up the barriers to e -commerce platform, quickly complete the realization of realizing
on the TV platform. Li Jiaqi is the host of TV shopping. Why can there be such a great results now? The "two micro -shake" platform gathered online celebrities, creating and promoting the live broadcast economy.
, in terms of the environment, China's digital economy development and mobile Internet development have brought macro -environment changes. At the same time, media communication environment, corporate advertising, and consumers have changed.
from the "people-goods-field" of traditional retail to "goods-people-field (online)" sold by KOL; from "demand-product-consumption", to "content-demand-consumption"; reconstruction "Finding" The business logic of "right people", "cargo" and "go to the ground" has become the income of buying while buying and seeing it. The combination of
short video and e -commerce is regarded as the new era's "screen is the channel, the content is the store" . Through the high -quality content drainage of short video, Tongtong social platform and e -commerce platform are finally realized from users to consumers. Transformation, that is, the realization of fan traffic.
Douyin went online in March 2018 and directly connected the external link of Taobao , and opened a shopping cart on the day before Double 12. Unicom Taobao and Tmall provided a variety of convenience for Internet celebrity e -commerce realization.
can be seen, and the Internet celebrity economy also reconstructs the communication model and marketing model.
In -depth content enhances user viscosity
KOL version 1.0 version is a grassroots celebrity, 2.0 is a paragraph hand, 3.0 is an Internet celebrity, and is now active on social and live broadcast platforms. Net celebrities rose rapidly in the vertical field, and there is a lot of room for development; while the Internet celebrity brokerage company analyzed the net red positioning, docking the brand, and enlarged the effect.
In addition, the more explosive KOL in the future is not a real person, but is likely to be a virtual IP. Now entering the era of the king's era and fans, the experience of corporate marketing is king, testing cross -border operations to innovate and "touch the net".
, don't think that Li Jiaqi will only say "OMG, it's so good". These mantra is just a catalyst. His ability to bring goods mainly depends on the authentic knowledge reserve of his goods. As a former L'Oreal BA, the information of thousands of lipsticks hidden in the family frequently mentioned in the video, and the sense of professionalism was raised.
and his seemingly casual sentence in the video is also carefully polished, it is easy to incite viewers and gain their trust. For example:
- water is not fruit, grass is not strawberry, very delicious color, it shows the skin white
- painted this one, your mouth is the peach peach, which attracts the crime
- to apply this. The old lady has a new life. What are you?
- paint this one to make you change Shu Qi
and so on to allow users to quickly learn about the core content of the product and find what they want. High -quality content can realize the rapid precipitation of fans, help improve user stickiness, and ultimately promote purchase.
Finally, the beginning and end of the study of Li Jiaqi made me get some positive energy. I made a bowl of chicken soup. ability.
Life not only buy it, but also always on line.
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