Wen 丨 slightly larger reference, author 丨 Wangzai, editor 丨 Cheng Yi
The 99th day of Li Jiaqi's "unique beauty" ushered in the outbreak of traffic and turnover.
On the 27th, the pre-sale event of Tmall 3.8 Girls' Day, Li Jiaqi's live broadcast room achieved 77 million views and sales of 2.825 billion yuan. Far more than the 790 million yuan in sales created by Li Jiaqi and Wei Ya last year.
The promotion event led to fan growth, and Li Jiaqi's live broadcast room grew 320,000 fans, from 61.48 million to 61.8 million fans. Although, the number of fans is far from reaching the more than 80 million before Via was banned.
Li Jiaqi failed to effectively convert Wei Ya's fans, but, from the perspective of sales, it stole Wei Ya's traffic during the promotion.
01, a sister was sealed, only one brother remained
"Three-two-one on the link"
"All girls, hurry up and grab it"
"Take it off the shelves, we'll add more goods"
"Hard work everyone, thank you for your support"
On Tmall Girls' Day, Li Jiaqi's live broadcast room put nearly 279 products on the shelves in the above-mentioned process of oral broadcast interspersed with the rhythm of goods. Achieved sales of 2.8 billion yuan, refreshing the sales of 780 million yuan driven by Wei Ya and Li Jiaqi on last year's 3.8 Girls' Day.
The logic of live streaming during the big promotion is to compete for the volume of transactions within a short period of time, while the golden trading time is only 7:00 to 11:00 pm on the day of pre-sale.
Super head anchors who have an advantage in selection, price, and number of fans can obtain more efficient sales conversions during the promotion period.
On the first day of the pre-sale event of Singles' Day last year, the final sales of Li Jiaqi's live broadcast room reached 10.653 billion yuan, and the sales of Weiya's live broadcast room reached 8.252 billion yuan. Far behind the sales of third place Sydney's 930 million yuan and the fourth place Lie'er Baby's sales of 159 million yuan.
The ranking of anchors with goods, the difference in one sequence, is the order of magnitude decline in sales. In daily live broadcasts, this phenomenon is not seen.
The three major anchors of the Tao system, last year, because of tax problems, lost two, and Wei Ya and Sydney were banned by the whole network. No one split the traffic equally, Li Jiaqi harvested the peak traffic of the big promotion node, and also talked about the more preferential promotions of the first-line big brands, some of which were more favorable than last year's Double Eleven.
This year's 3.8 Girls' Day, many big-name products have lowered the entry threshold of buying one free, basically buying a formal dress, you can send the same model or other products of the same brand.
For example, Estée Lauder powder glue, buy one get one free, buy 60 grains, get 67 pills; fresh Damascus flower dew 250ml *2, to the hand price of 390 yuan; TF's foundation liquid in the 25th rush activity, to buy one get another brand of formal products.
At last year's Singles' Day event, Estée Lauder's gold glue products, buy two formal dresses, and then send formal products and 11 7-grain trial packs.
The brand pursues certainty, and the pre-sale live broadcast on the 27th is the certainty of locking in sales, and Li Jiaqi's fans and users who choose opportunities to buy according to the strength of the offer will become an integral part of the big promotion traffic. In order to expand this certainty, Li Jiaqi has warmed up for the Girls' Day in the live broadcast room in mid-February.
When Taobao anchors have a brother and a sister, there are two live broadcast rooms to share the traffic during the promotion, and now there is only Li Jiaqi, and losing Li Jiaqi means losing the peak of traffic during the promotion. Brands want to ensure sales during the promotion period, and there is only one choice, landing in Li Jiaqi's live broadcast room.
Respond to that sales logic - you come to me to sell your products, you do not come, I sell your competitors' products.
02. Divide Via
Where did Via's traffic go?
On the night of the tax incident, Li Jiaqi's live broadcast room was crowded, and the number of people in the live broadcast room exceeded 38 million that night, 49 million the next day, and the number of people in the next two days was also above 30 million.
But this wave of fans does not seem to have settled down, at present, Li Jiaqi has more than 60 million fans in Diantao, far from reaching more than 80 million before Wei Ya was banned.
The head anchor of the Tao system also undertook part of the traffic of Wei Ya, and the top Tao anchors such as the anchor Lie'er Baby and Chen Jie Kiki had the highest viewing volume of 10.48 million during the Double Twelve period, and the highest recent traffic has reached 14.6 million.
But did they take all of Via's traffic? The answer is no, fans who can often see Via on social platforms say that after Via does not live broadcast, she does not know where to buy things.
Live streaming is a sales method based on anchor-driven sales, customers give up their own initiative to buy, from the anchor given the product "information flow", select their favorite products.
The loyalty of fans is not only based on low prices, but also on the logic of selection. During the Winter Olympics, when the ice pier is hot on the Internet, fans recommend Li Jiaqi to the blind box on the ice pier in the group.
Low price and selection ability, the two are combined into one, and it is possible to catch the traffic of Via.
Li Jiaqi's difficulty in converting Via's fans does not mean that she cannot convert Via's traffic. Especially during the promotion period, the traffic will only give the anchor with the highest volume in a short period of time, and Li Jiaqi is the only choice for this year's brand.
Brands hope to sell goods through Li Jiaqi's channels, after all, the sales volume during the promotion period can sometimes offset the turnover of one month.
Li Jiaqi also hopes to attract Wei Ya's fans through the adjustment of the selection. Especially in the selection, to undertake the products that were previously only sold in the via live broadcast room, such as Ulike sapphire hair removal device, surface tablet computer and so on. Through the change of selection, to transform Via's fans.
Picture: Via Double last year eleven top 10 brands
Via is also trying to gather her own traffic. In mid-February, Via's supporting team appeared in front of the live camera in the form of "Bee Surprise Society".
In terms of external publicity caliber and industrial and commercial information registration, the "Bee Surprise Society" has no direct contact with Wei Ya. The registered company of "Bee Surprise Society", "Hangzhou Baifeng Culture Media Co., Ltd.", was established in August 2021, and the legal person and major shareholder are "He Weihua", and there is only one affiliated company under its name.
However, the 5 anchors in the "Bee Surprise Society" were previously sponsored by Via, including Via's niece, the anchor Duoduo.
"Bee Surprise Society" has been emphasizing that it is a new anchor, and I hope that everyone will support it. In the eyes of many users, they are just the embodiment of Via.
03, Li Jiaqi built private domain traffic
Where there are many people, there will be business, which will become a business truth that needs no further words.
In addition to the super head anchor with goods, it is also necessary to assist the platform to increase the activity. For example, the Douyin platform invites celebrities to bring goods during the promotion period to enhance the popularity of the platform.
Anchor Sydney's previous assistant broadcast - Guangguang, in February this year, with the "light is coming" live broadcast room, from assistant broadcast to anchor, live broadcast with goods. Guang Guang revealed on his personal Weibo that "many department leaders of Taobao are still very supportive of my launch."
The platform will always lack traffic, during the promotion period, the anchor buys traffic across the network, Wei Ya buys the boot ads of major mainstream Apps, and Li Jiaqi produces "Offer for All Girls" to attract traffic in the form of short video dissemination and content topics.
After Wei Ya was blocked, during the big promotion, the heavy responsibility of attracting traffic for the platform seemed to fall on Li Jiaqi alone.
Li Jiaqi once "guided" traffic for Tao's anchors. At the beginning of 2019, Li Jiaqi entered Douyin, 2 months rose by 14 million fans, the first person to divert the flow from Douyin to Taobao live broadcast, so that people outside of Taobao also knew that Taobao also had a product such as Taobao Live.
But now that the background of the times has changed, it is also difficult for super-head anchors to seek growth.
Judging from Li Jiaqi's current actions, he is trying to precipitate his own private domain traffic. Since last year, Li Jiaqi's live broadcast room has promoted "all girls' mini programs" in the fan base, pushing them in the fan base every day, and the mini programs have signed in to the lottery.
At the beginning of this year, by receiving Li Jiaqi's red envelopes and Naiva family red envelopes, users were attracted to grab the red envelope cover in the form of opening the blind box. The Naiva family is the IP established by Li Jiaqi for several pet dogs that he has raised for himself. On Tmall, there is a Naiva family flagship store, and on WeChat, there is a Naiva family public account.
Li Jiaqi's live broadcast room once guided fans to pay attention to the public account in the way of paying attention to the naiva family public account, which can get one more opportunity to open the blind box. He also sold small Nai bao in the live broadcast room - carrying the Product Portfolio of Naiva family peripheral products and brand early adopters, which attracted fans for the Naiva Family Tmall flagship store, because the rush purchase threshold set in the live broadcast room is that you must pay attention to the flagship store before you can snap it.
Staying until the 3.8 Girls' Day event, the big promotion product document in Li Jiaqi's live broadcast room is also uploaded to all girls' mini programs, and users need to view the products expected to be listed on the first day on the mini program.
A brother, Li Jiaqi, is busy in Taowai, precipitating his own traffic pool.