The same product, Li Jiaqi live broadcast room "lowest price" is 1,240 yuan, while the official price is only 888 yuan.
Recently, the news that "consumers say that Li Jiaqi's live broadcast room products are more expensive than the official" has become a hot search and the number of views reaches 470 million. Li Jiaqi has once again fallen into the whirlpool of public opinion.
in Li Jiaqi's live broadcast room, which claims to be the "lowest price on the entire network", is actually more expensive than the official live broadcast room, and consumers who have not gained fleece are not happy.
According to online consumers, the price of the SHISEIDO Shiseido official flagship store Yuewei water cream set suddenly dropped to 888 yuan in the early morning of November 4, which is more than 300 yuan cheaper than the same price of the Li Jiaqi live broadcast room, which was previously known as the "lowest price". This operation made many consumers feel that they were losing.
According to screenshots of online consumers, the price after the coupon is displayed at 888 yuan in the same specifications of the Yuewei Milk Set in the live broadcast room of the official flagship store of SHISEIDO Shiseido.
It is understood that the official price of Shiseido Yuwei Water Milk Set is 1,440 yuan. On the first day of the "Double 11" pre-sale, the product in Li Jiaqi's live broadcast room was superimposed through various discounts, and the price was 1,240 yuan, which was called the "lowest price" by netizens.
Shiseido also has his own grievances about this public opinion storm.
According to the relevant person in charge of Shiseido, in the early morning of November 4, a brief system failure occurred in the official flagship store of SHISEIDO Shiseido, which affected the front desk price of some Yuewei Milk. Then the system was quickly corrected and the normal price and rights were restored.
"The wrong orders generated during system failure will be communicated with customers to deal with refunds. Therefore, the brand is deeply sorry for the inconvenience caused by these consumers and will give away related products to make up for the unpleasant experience of consumers." said a relevant person in charge of Shiseido.
OK! Li Jiaqi was in a storm, and Shiseido instead used the gift free order to win a wave of favor.
This makes Li Jiaqi seem even more memorable.
Tracing back to the past Li Jiaqi's live broadcast history, "the lowest price on the entire network" is the main promotional slogan in his live broadcast room, and there are also many disputes caused by prices. Last year, the mask incident of L'Oreal Paris in Paris is one of the typical cases.
is the lowest price on the entire network, is it no longer valid?
How should Li Jiaqi take next?
On November 8th, China News Weekly reporter Meng Qian and Shule had a conversation. I thought:
The various situations of this year's Double Eleven show the bankruptcy of the concept of "lowest price on the entire network".
Top anchors have always used this concept as a call for the price of merchants through their own bargaining power, so that they can win more advantageous prices for the fan group and form a "lowest price on the entire network".
But this is becoming increasingly unrealistic, and the brand also needs to keep popularity and does not necessarily have to give benefits to Internet celebrities. The lowest price of
is actually an illusory concept, but it is just to build the influence of the channel. The final decision lies with the brand.
Previously, in Li Jiaqi's live broadcast room, it is very important to make an exposure and advertisement in addition to selling goods.
The lowest price now has little significance to the entire industry. Brands and salesmen are increasingly inconsistent, there are more and more big promotions, and there are more and more channels. It is difficult to hold people's hearts with low-price positions.
Once upon a time, a domestic beauty listed company invested hundreds of millions of yuan a year for marketing, which was no match for Li Jiaqi.
Now, the myth has passed.
Li Jiaqi is also seeking change.
After the live e-commerce industry has experienced great strides, the top anchors have actually shown a trend of contraction.
This year, Li Jiaqi focuses more on the beauty and makeup vertical field to accurately transform. This is a presentation of his full use of his endorsement of and his value to merchants.
In fact, the truly eye-catching live broadcast celebrities are all hyping up and returning to vertical.
like Luo Yonghao for male consumption and Oriental selection to make agricultural products. In fact, this is also the idea of creating greater value after the entire live e-commerce market is standardized.
Author Zhang Shule, columnist of People's Daily and People's Posts and Telecommunications, expert of China Economic Media Think Tank, senior TMT industry commentator
