Produced by Radar Finance and | Zhang Kaijing, editor| deep sea
Nearly 7 and a half hours of live broadcasting, more than 72 million views, 320,000 fans, 2.825 billion yuan in sales, this is Li Jiaqi's answer sheet handed over on the first day of the Tmall 3.8 Girls' Day pre-sale event not long ago.
2.825 billion, almost 4 times the combined sales of Li Jiaqi and Wei Ya on the first day of the 3.8 pre-sale event in 2021. In addition, the gray dolphin data shows that the day after this impressive record, Li Jiaqi cut another 429 million yuan in sales, although it fell significantly from the previous day, but still significantly surpassed his own achievements in the same period last year.
"The era of live oligarchs with goods is coming?" Radar Finance noted that in the face of Li Jiaqi's absolute advantage in traffic and sales, similar voices have begun to appear in the network. Whether it is the Bee Surprise Society, which is closely related to the former "Taobao First Sister" Wei Ya, or the original Sydney to help broadcast light, its traffic after returning to the public vision has a gap with Li Jiaqi.
Can Li Jiaqi's "thriving" continue?
Li Jiaqi Queen's Day "Full"
On February 27, the first "S-class promotion" Tmall Queen Festival pre-sale activity of the beginning of 2022 began, and Li Jiaqi spent 7 hours and 22 minutes to achieve sales of 2.825 billion yuan, once again winning a stunning performance with goods.
In contrast, in the same period of 2021, Li Jiaqi's GMV in 6 and a half hours was 343 million yuan, which is an order of magnitude gap with this time. In addition, on the first day of the 2021 Double 11 pre-sale, Taobao Live's Sydney sales, second only to Li Jiaqi and Wei Ya, were 930 million yuan, less than one-third of Li Jiaqi's record.
After only one year, why has Li Jiaqi's traffic increased dramatically?
A common perception is that Li Jiaqi took over the traffic from Via. On December 20, 2021, the Inspection Bureau of the Taxation Bureau of Hangzhou Municipality, Zhejiang Province, made a decision to pursue taxes, collect late fees and impose a total penalty of 1.341 billion yuan on Weiya, followed by the closure of Weiya's full-platform account.
On February 12, the new account "Bee Surprise Society", which is inextricably linked to Via, was re-launched and began to broadcast live. In terms of name, Weiya's official subscription account is called "Weiya Surprise Society", and her husband Dong Haifeng's fan base is called "Bee". In terms of team composition, the five members of the "Bee Surprise Society" are all the assistant broadcasters and models of the original Via, and the supply chain and selection still continue the idea of the original Via's live broadcast room.
Similarly, on February 16, the live broadcast room of the original Sydney light light was also officially launched, and the account was renamed "Shiitake Mushroom Coming", and Sydney's husband once appeared directly on camera in the live broadcast.
Thanks to the number of fans accumulated by the previous anchors, the number of viewers in the live broadcast room reached 1.15 million on the day of the launch of the Bee Surprise Club, and the number of viewers on the fifth day of continuous live broadcasting reached the level of tens of millions, and the number of fans has soared to more than 2 million; the number of viewers of the highest live broadcast since the start of the shiitake mushroom has reached nearly 5 million. However, the current results still have an order of magnitude gap with Li Jiaqi.
Radar Finance noticed that at first, Li Jiaqi did not eat too much of Wei Ya's traffic. On the night of Wei Ya's ban, Li Jiaqi's live broadcast room had an influx of more than 38 million viewers, and the number jumped to nearly 50 million the next day, but soon fell back to the normal level of Li Jiaqi's previous traffic.
In the eyes of industry insiders, li jiaqi and Wei Ya's personality, personality and category of live broadcast goods have certain differences, which directly leads to the difference in the audience of the two, so it is difficult to undertake Wei Ya's fans in the short term.
This is also reflected in the pre-sale of girls' day. After the pre-sale, Li Jiaqi's fans rose by 320,000, and the total number of fans in the Diantao App is currently 61.917 million, which is far from the number of more than 80 million fans before Wei Ya "fell".
In addition, Li Jiaqi listed a total of 279 products in the pre-sale of the Girls' Day, of which the beauty category accounted for about 80%.
However, Li Jiaqi also began to undertake Via's exclusive brand. Such as surface tablet, Ulike sapphire epilator, etc.
Some analysts believe that although the audience pays attention to Wei Ya and Li Jiaqi, it is more for shopping. If Li Jiaqi continues to attack Wei Ya's field, with the super bargaining power of the head anchor, it will definitely attract Wei Ya's fans.
In fact, Li Jiaqi herself is also growing at a rapid pace, after all, before Wei Ya was sealed, the ability of these two people to carry goods has opened up a qualitative gap with other anchors, and now without Wei Ya's checks and balances, Li Jiaqi is more "no opponent".
The data can also confirm the current situation that Li Jiaqi's sales have been "soaring" in the past two years.
During the 618 period of 2020, the data disclosed by THE US ONE showed that on the day of 618, the sales of Li Jiaqi's live broadcast room were the same as in may 2019, and it was half of june 2019. Li Jiaqi said: "This year's 618 sales are 125% of last year's double 11, and reached 7 times the same period of last year's 618 data. ”
Time to 2021 618, Li Jiaqi live room in the first day of pre-sale to win 2.565 billion sales, in The 23 live broadcasts from May 24 to June 18, the highest single sales reached 2.858 billion. For comparison, in 2020, when Li Jiaqi's 618 promotion was broadcast live to the 14th game, the GMV totaled 1.46 billion.
In terms of the record of Double 11, although Taobao extended the shopping cycle of Double 11 in 2020, if it is calculated in the single day with the highest sales, from 2018 to 2021, Li Jiaqi has also experienced a transformation of 300 million, 1 billion, 3.9 billion and 10.6 billion.
New supercasts may be difficult to generate
Some analysts believe that the explosion of Li Jiaqi and Wei Ya, in addition to their own efforts, is more of an opportunity given by the times, and it is difficult to produce such a super anchor of such magnitude in the future.
When Wei Ya and Li Jiaqi rose up, they received full support from Taobao Live, and the two once occupied most of Taobao Live's traffic. And 2021 is not good for Ali. According to data from the dolphin society, an e-commerce research institute, under the impact of the e-commerce wave such as Douyin and Kuaishou, Ali has become the only company in the top ten to decline in the market share of e-commerce. From 2018 to 2021, Alibaba's market share in China's retail e-commerce business will be 69%, 65%, 59% and 52%, respectively.
Ali is facing the competition of Douyin. Unlike JD.com, which previously focused on the 3C category and was in a corner of Taobao, Douyin entered the hinterland of Taobao. According to the "2021 Douyin Short Video and Live Marketing Annual Report" released by Feigua Data, clothing, beauty and food have become the "three giants" of Douyin e-commerce. During the year, the sales of apparel underwear on Douyin accounted for 36.44%, and clothing and beauty are the core categories of Taobao. According to dolphin news agency, in October 2021, there were 10 stores with more than 100 million Ali women's clothing, and 15 on Douyin. There are 500 women's clothing stores in Ali with more than 10 million, and the number of Douyin is 600.
After Wei Ya and Sydney were banned by the whole network for tax evasion- related issues, Taobao Live's own ecology is also changing in line with the trend.
Some clothing sellers have said that they chose to be on Douyin because Taobao Live has no vertical anchors to choose from except for the head anchor. "There are too few anchors to choose from on Taobao, the head is too expensive, and we small and medium-sized brands can't rank at all."
To this end, Taobao Live has released the 2022 annual incentive plan in January this year. DaoFang, general manager of Taobao Live, said that this year, Taobao Live has modified its algorithm and will provide "unprecedented" heavy support in terms of goods, traffic and bonuses for the incubation of existing anchors and the growth of new anchors.
In fact, in addition to Taobao, Douyin, Kuaishou, and Xiaohongshu are all supporting mid-waist anchors, and some brands are also independently "escaping" the live broadcast room of the head anchor, trying everything to avoid the embarrassment of "leaving Weiya Li Jiaqi and no one caring".
Hua Xizi is a typical example of this. During the double 11 warm-up period in 2019, Hua Xizi appeared 8 times in Li Jiaqi's live broadcast room, and the performance contributed to Hua Xizi in the double 11 and Li Jiaqi live broadcast room accounted for more than 60% of its total sales.
Since then, Hua Xizi has begun to "go to Li Jiaqi" by signing a spokesperson for Cuckoo and increasing self-broadcasting efforts in Douyin. According to the data of Intelligence Pass, from September to December 2021, the sales of Huaxizi Tmall flagship store were 726 million yuan, and the brand's self-broadcast sales in the official flagship store of Douyin in the same period were 310 million yuan.
Yang Jun, general manager of Bloomage Biorun Baiyan, revealed that in the whole year of 2021, the turnover of the super head anchor for Runbaiyan was lower than when it was planned at the beginning of the year, accounting for only about 15%, and the proportion of brand self-broadcast transactions rose to 15%-18% throughout the year.
How far can Li Jiaqi support the US ONE?
In such a context, Li Jiaqi and the beauty ONE behind him seem to be quite "against the trend".
Li Jiaqi's rapid growth is closely related to the "All in" strategy of THE UNITED STATES. Although Li Jiaqi himself somewhat resisted this statement, from the results, the United States ONE did bet all its chips on Li Jiaqi alone.
According to the data, the United States ONE was founded in 2014, and there were hundreds of talents under it, while Li Jiaqi was discovered by the company through the "BA net red" project of the United States ONE and started his own live broadcast career.
Until the beginning of 2018, THE UNITED ONE was still a complete MCN agency, and Li Jiaqi was already the most eye-catching anchor among them, with monthly sales of tens of millions of yuan. After the double 11 of that year, the rapid outflow of vibrato made Li Jiaqi's fans quickly increase from hundreds of thousands to more than 20 million.
In the view of founder Qi Zhenbo, Li Jiaqi's personality charm is an important feature of his liking, and this feature cannot be copied. Li Jiaqi, who ran wildly all the way, only relying on a small team of 6 people to follow is not enough, and he himself will also be left behind. Therefore, Qi Zhenbo only took one night to decide to pour all the company's energy into Li Jiaqi's IP. Subsequently, the company terminated more than 100 people.
Li Jiaqi also has a deep feeling about this: "The company only has about 300 people, if we want to serve 300 anchors, there will be no good development plan for individual anchors." ”
In this case, ONE no longer seems to meet the MCN company in the standard sense, and the company is also facing greater risks.
In order to get more external traffic, Li Jiaqi has been on variety shows, guest starred in movies, released singles, and filmed MVs. In order to focus on the details before and after the live broadcast, ONE has launched programs such as "Li Jiaqi New Product Show", "Li Jiaqi Small Classroom", "Offer for All Girls" and other programs in 2020-2021, which helped Li Jiaqi win 10.653 billion yuan in sales in the recent Double 11 pre-sale.
In this process, THE UNITED ONE also seized the outlet of domestic products and realized the bundling and co-creation with the depth of the brand. Book-by-book, Hua Xizi, Winona, etc., all rely on Li Jiaqi's live broadcast room to occupy the market.
Even Li Jiaqi's dog "Never" has entered the live broadcast room, and the United States ONE has also created the "Neva Family" for this purpose. Tmall flagship store, peripheral derivatives, and brand co-branding these "Snoopy" only have "noodles", the Naiva family is not less. Last year, the US ONE self-made variety show "The School Diary of the Neva Family" was played more than 200 million times on the whole network, and the Douban score reached 8.5 points.
To some extent, the bet of the US ONE is successful, especially after Li Jiaqi has experienced the "strictest supervision" in the live broadcasting industry and still successfully "survived". However, the US ONE, which puts the chips on Li Jiaqi, also has to face the situation of poor anti-risk ability.
In the final live broadcast of Double 11 in 2020, Li Jiaqi's voice has been hoarse to the point where he can't stop coughing when he starts broadcasting; in the top 50 of the live broadcast sales list in August 2021, Li Jiaqi has also been surpassed by Sydney and ranked third; and the sinking market dominated by the rising Kuaishou e-commerce, as well as the segments occupied by male beauty bloggers on platforms such as Douyin, Xiaohongshu, and Station B, are also the market segments that Li Jiaqi has no time to take care of, but has good market potential.
"1vs" All Li Jiaqi, how far can you support the United States ONE? Radar Finance will continue to pay attention.
Note: This article is the original of Radar Finance (ID: leidacj). Unauthorized reproduction is prohibited.