Get satisfaction in certainty.
Text/Yi Zhenyu
Editor/Fan Tingting
"Hello everyone, welcome to the live broadcast room of Ji Jie, one of the few anchors with more than ten years of brand management experience in multinational enterprises and fortune-500 companies in the world! This is Jeffery Gi......”
Ji Jie, who debuted in the top five fast men in 2007, has worked as a host, an English teacher, an actor, a "singer" agent and a public welfare ambassador, but in his bilingual opening speech in Chinese and English in his live broadcast room, it is not these experiences that are emphasized. When his foot stepped into the field of live broadcasting, he found that the self-cultivation of the anchor had nothing to do with the experience of the artist, "it is the executive experience that endorses me."
Ji Jie's first Taobao live broadcast had only 25 viewers, and the surge in fans occurred during last year's 618 period, although the rhythm and rules of the platform were not familiar at the time, the big promotion still gathered a lot of traffic for the live broadcast room. More than a year later, Ji Jie has 2.33 million fans, and this year's 618, Ji Jie has a lot of labels on his body: electric star push officer, Fliggy selection officer, international anchor...
Ji Jie's live broadcast room is more like his personal talk show, with or without goods, the explanation must be sufficient, from the brand's founder gossip to correct pronunciation, from the product's color and fragrance to the chemical composition table, he likes to deconstruct a consumer product from a special perspective, and enjoy the joy of planting grass for fans.
<h1 class="pgc-h-arrow-right" data-track="17" > hard to buy a good life</h1>
Ji Jie has long been interested in live broadcasting, he is a heavy user of online shopping and e-commerce live broadcasting, and "also a fan of Via".
In October 2019, Ji Jie brought goods live on the platform for the first time, and only 25 viewers came to listen to his lectures. The tension and excitement are also mixed with a little embarrassment, and the scene is somewhat bleak. Celebrities as anchors are not necessarily blessed with an aura, he feels that he can continue to do it, not because of the label of stars, "I am actually a very talkative person, but also a detail control, and in the stars is a rare person with corporate executive experience."
Soon there was an outbreak, and people in quarantine at home had more time to watch the livestream. Ji Jie and the initial team of four rented a three-bedroom apartment in Beijing specifically for live broadcasting, and during that time, the number of viewers was not 25, soaring all the way. The data is real, "live broadcast with no care, whether there is any effort, the background data will immediately tell you."
Ji Jie began to shift all his focus to live broadcasting, and he and his team designed many ideas for the live broadcast room. On March 30, 2020, Ji Jie's live broadcast room had the first "poor" carnival, inspired by a past in the university, "I and my college roommates are from Liangshan, the two with the worst economic conditions at home, the monthly living expenses are 280-300, eat poorly, clothes do not dare to buy", once Beijing was hot, the roommate suddenly said to go to the zoo wholesale market to buy T-shirts, "Go!" Up the gai (street)! The day has come for us poor people to tide up! ”
"Down jackets are expensive in winter, but T-shirts in summer cost only a few bucks. At that time, we were all fit, and we were in good shape, and we wore clothes for five dollars wholesale out of the international style." Favorite items, happy life is not necessarily expensive, this is what Ji Jie wants to convey in the "poor" carnival, the most important thing is that "it is difficult to buy a good life".
At the end of each month, the "Poor" festival and other theme festivals are Jijie's own rhythm in the live broadcast room; after the live broadcast of the day's selection, there is a night chat session dedicated to chatting with fans; he also creates the theme song "Power" for the live broadcast room and places it at the beginning and end of each live broadcast; the background of the live broadcast is often updated, basically his favorite album covers and classic movie posters, which are tuned into a uniform black and white tone and placed in a golden photo frame... These constitute the style of Jijie's live broadcast room.
<h1 class="pgc-h-arrow-right" data-track="96" > remote horsepower</h1>
Speaking of why he wanted to live stream the goods, Ji Jie frankly said that "at the beginning I wanted to sell records.".
Ji Jie is not a rebellious person, after graduation he did not become a singer, but went to the world's top 500 multinational companies as a brand director. In 2007, at the age of 30, he drove from Shanghai to Nanjing to participate in the fast man audition with a playful mentality, rushed all the way to the top five in the country, and found that music was what he wanted to pursue most.
After the fast man ended, Ji Jie, who had just signed a company, wanted to be a world-class jazz soul singer, a singer of the same period, some people became popular, some people said goodbye, he insisted on singing for many years, applauded, but not very popular.
"The entertainment industry needs opportunities, at that time my album won a lot of awards, the team that made the film and television drama was also top-notch, more than once someone told me ' you will become the next XXX', but it was not like that." 」 Gijay is always looking for opportunities. He once again attracted attention by appearing on the stage of "Singer" as the agent of British singer Jessy J, with excellent foreign language skills to dock with foreign artists.
"The reason for being an agent is still to want to sing, maybe others will find out that I am also a singer", when watching the singer perform on the stage side, Gijay sometimes has a soul out of his mind, "I once said to Jessy J, if I have the opportunity to stand on the stage, I will not be worse than you, she said I believe". Everyone was struggling to show themselves, and he would advise himself that efforts were useless.
For so many years, singing has always been his pursuit, but how to be popular is a metaphysics, "the entertainment industry needs opportunities too much, 99% rely on luck", which is almost contrary to his belief that "hard work always pays off".
Until he stepped into the live broadcast room, everything was different, and the data of each live broadcast was real, "every effort you spend on the live broadcast counts."
<h1 class="pgc-h-arrow-right" data-track="97" > sense of fairness from Taobao Live</h1>
"No matter how great an artist is, the moment he closes the curtain is fragile, because he will worry about whether his performance is not good enough. But at the end of each live broadcast, the anchor's heart is solid, because the data is clearly there."
From star to live, Gijay has more certainty and a sense of fairness.
The Gijay Live Room now has more than 2.3 million followers. This year, he and his team moved from the shared space into the new industrial park, where people who work in the park are often the focus of their live broadcast preparations when they leave work, and they are still the last to go here.
The new office location is a large flat floor dominated by black, the first space when entering the door has a long table that can sit more than 20 people, often at one or two o'clock in the afternoon, Ji Jie will sit at the long table and the whole team to compete, he will ask about the details of each commodity like a class quiz.
The problems are often tricky. For corn oil, he would ask "What is fresh embryo and where is the good?" For hotel vouchers, he will ask, "If you want to add a child, how much do you need to add?" 6-year-olds and 16-year-olds are also different, how will the cost be calculated separately"? The dumb and speechless merchants either went to find the answer or removed the product he was responsible for from the live broadcast list.
By six o'clock in the afternoon, Ji Jie and the team will take out the food after the product is completed. After the meal, the other members will tacitly move to the office area of the live broadcast room to leave room for Ji Jie to rest alone. When everything is ready, he will walk all the way along the black aisle, there is a camera slot at the end of the aisle, basically before each broadcast, the team will perform a small show in this aisle, and some goods need to be displayed during the live broadcast, which can also be temporarily used as a catwalk.
To show off the sweetness of corn oil, Ji Jie took a sip at the camera
There is also a bar in the live broadcast room, where the display of food and drink related categories is concentrated, there are more than a dozen pots in the office, and the team students will pinch the time to process the food being explained and bring it to the bar to present it in front of the camera. Ji Jie either sat in his seat to explain, or stood at the bar to show, a live broadcast often needs to go back and forth in the middle of a dozen times, seven or eight camera positions back and forth, the camera is not aimed at his gap he will pick up the phone to read the comments.
Every student who attracts investment, from the selection of products to the after-sales, must be responsible for the goods to the end, and will be cue at any time during the live broadcast, one by one taking turns to show in front of the camera, as if a class art show. Every time you go on the link, everyone in the space will count down in unison, and the atmosphere will be coaxed at the same time. Ji Jie said that he had seen many worldly appearances when he was not red, but in this group he was "like an interesting big family".
<h1 class="pgc-h-arrow-right" data-track="98" > my stubbornness and ambition</h1>
The first link in Jijie's live broadcast room is always a public welfare link, and doing public welfare is his habit all along.
"When I was an artist, I was a bit depressed, because my appeal was not enough. AIDS care ambassadors have been doing it for more than 10 years, and the rain is still small", but after doing Taobao live broadcast, it is different, "I was the first to launch a live broadcast room donation link last year, and later found that many celebrities also have live broadcast rooms."
People who have truly experienced the hardships of life know how to help others in a real way. Empathy is also the basis of Ji Jie's public welfare, "Some people are moved by the stories of vulnerable groups and start doing public welfare, but I am not, I am from there." He came from a military family in Daliangshan, Sichuan, "we were very poor there, my father didn't know Chinese at all before he became a soldier, and some people in the family of three only had one pair of pants, which was not a fantasy."
When he was a child, he used to look at the railway tracks and imagine the outside world on the mountain of his hometown of Ganluo. When he was in high school, he was exposed to Western music, his father was strict with his tutors, and he strongly opposed Ji Jie to be a singer, and after graduation, he worked as a foreign wine brand manager in Bacardi for many years, and did not participate in the draft until he was thirty years old.
When he was an artist, his temperament was unique. Some people think he's rebellious, but he says, "I'm not rebellious, I'm just stubborn." From childhood to adulthood, he has been studying hard, attending the Central Famous University, specializing in linguistics, "At that time, the TOEFL test was wrong about a problem, and I have always believed that hard work will have results."
But in the entertainment industry, the bowl of chicken soup that has been fed to him since childhood has failed, and his ambitions have hit walls everywhere. "Doing live broadcasting is actually a bit similar to participating in the fast male draft", the difference is that in the live broadcast room, his stubbornness and ambition are placed.
Ji Jie has been maintaining the commerciality and professionalism of live streaming with goods, and at the same time he has found a unique pleasure, "every time in the live broadcast room to explain and show, can give the product a new charm", he does not like the set of words written by the brand owner for him, when talking about luxury, he will tell the story of the founder and the correct pronunciation of the brand; when talking about food, different SKUs have different shelf life, and he will also emphasize it in particular. The mood of going live, and going on stage, requires full preparation and perfect presentation.
He personally controls every detail, urges team members to stay innovative, and constantly learns from other streamers, which is his long-standing professional habit. The live broadcast room has long become a responsibility for him, "I did not think about retiring, and it is a pity not to broadcast live." His ambition is to convey knowledge, values and lifestyles through his own live broadcast room, "so that consumers understand the professionalism of live broadcasting and its value."
He always knew where he came from and why he set out, but he never turned down new attempts. Artists on stage need to distance themselves from the audience to maintain a sense of mystery; while anchors on the screen need to remove the distance and put down their baggage. In the live broadcast room, Gijay sang as he pleased, sang and skipped in a funny wig, pushed through records, and held concerts without plugging in...
Once he said he wanted to be the first star anchor, now he wants to do better, but he no longer pursues the first.