If calculated according to the ancient ten thousand two gold is about 100 million yuan now, on the evening of October 20, the gong and drum sounded, and Li Jiaqi's live broadcast room dropped gold million two.
On the first night of Double Eleven, the war report of Taobao Live broadcast wrote that Li Jiaqi sold more than 10.6 billion yuan. Many people say that they don't know numbers, nor do they know money, but they still have to compete for a deposit person, because "he calls me a crush"; someone shoots a video on Douyin, saying that his money is given to Li Jiaqi, unable to keep a pet, "Li Jiaqi, my mother let me go to your house to eat next month" has become a popular Douyin; some people have made a comparison, Li Jiaqi and Wei Ya sold sales this night equivalent to Haidilao's annual revenue.
With 10.6 billion GMV and 250 million views, it's clearly an unprecedented record. We have a lot of questions about this: what does 10.6 billion really mean? How much money can Li Jiaqi make? Did his dark battle with Via come to an end? Does the platform still need Li Jiaqi? ...... We found eight of the most interesting questions and tried to find the answers.
Text | Xie Chan Zou Yuqin
Edit | whisper
Operational | Tsukimi
Can Li Jiaqi single out ten SKPs?
With the gong and drum of the double eleven day, a string of numbers was frozen, 10653454097.32, the unit is yuan.
Gao Yan counted the numbers on the official Taobao war report, from the decimal point to the left, a total of 11 digits. This is the cumulative transaction volume of Li Jiaqi's live broadcast room from 2:30 p.m. to 12 hours, 26 minutes and 42 seconds.
This figure is more than ten times the single-day sales of the "King of Department Stores" SKP anniversary store in 2019, and it is also the annual revenue of a retail giant - in the "2020 China Retail Listed Enterprise Revenue List", the revenue of Maoye International, which ranked 35th, was 10.689 billion, only tens of millions more than the amount of money Li Jiaqi sold live on this day.
In recent years, the artificial shopping carnival double eleven, more and more platforms to participate in, the rules are more and more complex, the battle line has been pulled more long, and therefore, it is also a new high in sales. According to official data, on this day, Li Jiaqi's cumulative transaction volume was about 10.653 billion, the second place Wei Ya was 8.252 billion, Sydney was 930 million, the fourth Lie'er baby was 159 million, the top four added together, Taobao only overnight, from all the boys and girls' wallets circled nearly 20 billion.
The best seller was a portion of Shiseido's milk, which sold 389 million. In addition, a natural hall of masks sold 1.8777 million copies, with sales reaching 115 million, followed by the Xiangyi Herbal Mask, Youshi Face Cleanser, Fufu Light Face Acne Patch and Winona Mask, and the top five products with the highest sales in the end were all skin care products.
10.653 billion is not the final transaction amount, it includes the amount of the final payment in the ideal situation, and in the future, it will also be filtered through several thresholds for cancellation of orders, rejection and return of goods. Gu Mo, general manager of the Weiya Division of Qianxun Company, also responded to the media that the third-party detection data may be calculated according to the original price of the commodity multiplied by the quantity, which will lead to a certain deviation.
However, in addition to filtering, there is also a bonus, this time the double eleven will last for 23 days, and the data is still rising. The "deposit man" who is addicted to Li Jiaqi's live broadcast room is still frantically increasing.
▲ Photo / Screenshot of "Bankruptcy Sisters"
Preparing for Double Eleven, what did Li Jiaqi do?
The warm-up started as early as a month ago.
First is a variety show called "Offer to All Girls", this twenty-minute episode of the micro-comprehensive in the B station average playback of more than 300,000, Li Jiaqi's "all girls" can personally come to the scene, experience the brand's new products, Li Jiaqi with glasses in front of the small blackboard to teach everyone some makeup and skin care products. Some pictures were cut off by netizens and found that Li Jiaqi's image resembled the store owner in the "Gold Miner" mini-game. Some people joke that this is a hint to every spectator that if you don't buy something, the old man will get angry.
One of the big highlights of the show is "Talk about offers to the death", showing fans how Li Jiaqi bargained with the brand fang.
No anchor doesn't want to get the lowest price. Luo Yonghao often claimed that he would be indiscriminate when talking about prices. In the past, in his warm-up videos, he would constantly shout "Lower!" to the person on the other end of the phone! Lower again! Can it be lower! The big brother next to the lower waist would do the same until he fell to the ground, and Luo Yonghao left a sentence of "I'm sorry, I'm bargaining", turned around and slipped away.
"Bargaining to the death" has also triggered a large number of imitations by other anchors.
This time, Li Jiaqi moved the bargain into the show, and fans agreed with Li Jiaqi's strategy of "lowering the price first and then talking about giveaways". Zeng Mei is moved by this link, on weekdays, she wants to buy a skin care product bottle sells for about 150 yuan, but Li Jiaqi directly talked about 160 yuan two bottles, and then sent two bottles of offers.
In the issue of Perfect Diary, the merchants were repeatedly frustrated, and finally proposed whether they could not sell like this, Li Jiaqi said, "Of course, on October 20th, you can give me this price", and the bullet screen was followed by a wave of Jiaqi is too strong. The next product, the merchant once again stressed: "Only do one night, followed by 10 pieces." ”
Inside the screen, Li Jiaqi's every pore is working hard, fans have not cared whether a live bargain is a script, she can only feel that "Li Jiaqi sincerely saves us money", buyers buy cool, she looks at the bargaining drama also feels very cool, most importantly, "even if it is a script, it is indeed cheap."
As many people have said in the past, Li Jiaqi gives people a sense of oppression and control in the live broadcast room. At nearly 12 o'clock on the 20th, he began to ring the gong in the live broadcast room again, shouting "Wake up!" Up", only the sound of the gong was long, and he took a small horn again, and finally had Li Jiaqi's clear, high-pitched taste... Subsequently, "Li Jiaqi refreshed the mind and awakened the master" became a Weibo topic.
Gao Yan said that Li Jiaqi speaks with a sense of urgency, for example, he always speaks at 1.5 times the speed of speech, and when he speaks, people have no way to think, as if "he sells this thing not to earn you money, he is thinking about you, and if you don't buy it, you will lose." Zeng Mei made a complete strategy before the live broadcast, she was very sure that she was rational and only bought what she needed, but in the end, she bought some things outside the plan, such as a set of makeup brushes that she usually did not need.
▲ Li Jiaqi vs gold miners. Graph/Network
How much money can Li Jiaqi make?
Beauty and skin care products are indeed the explosive categories in Li Jiaqi's live broadcast room.
On October 20, among the 439 products on the shelves of Li Jiaqi's live broadcast room, skin care and beauty products combined accounted for the vast majority, 291, and sales reached 8.268 billion yuan.
Generally speaking, according to the classification division, the commission for food in the live broadcast room is 10%-15%, the commission for the digital life appliances is about 20%, and the beauty product is the highest commission in all categories, which can reach 35%. A businessman who has worked with Li Jiaqi told the Daily People that the cosmetics category is also divided into domestic and foreign brands, and the commission of foreign brands is slightly lower, but the commission of domestic cosmetics can be as high as 40%, and even if it is calculated according to the lower commission of 15%, the commission income of Li Jiaqi's live broadcast room will reach 1.597 billion.
In addition to the commission, of course, there are pit fees, Li Jiaqi and Wei Ya's daily pit fees are 50,000-80,000 yuan, although the price is not much different from some non-head anchors, "but it is difficult to grab, you need to use other resources to do replacement", the businessman who once talked with Li Jiaqi about cooperation revealed that during the June 18 and Double Eleven periods, the anchor's pit fee will generally rise.
If you calculate an account for Li Jiaqi's pit fee, the pit fee for the 439 goods on the first day will be at least more than 26 million. However, in "All Girls' Offers", Li Jiaqi also said that he would make concessions for the sake of Double Eleven and come up with a plan not to charge pit fees.
The Daily People once reported that in 2019, Li Jiaqi revealed that his monthly income exceeded 7 figures, and by 2020 Double Eleven, industry insiders Jiang Chacha calculated according to the turnover, pit fee, commission rate and other data, Li Jiaqi's single live broadcast commission reached tens of millions - this year, according to the official data of Taobao Live, Li Jiaqi's cumulative transaction volume of the first day of double eleven was 3.327 billion, less than one-third of this year.
There are also some media outlets that give more decisive figures. "Radar Finance" mentioned in the article that after a 1:2:7 share between the live broadcast platform, institutions and anchors, Li Jiaqi's revenue is estimated to be 1.5 billion yuan, which is higher than the net profit attributable to the mother of 91% of the listed companies in A-shares in 2020.
▲ Photo / Screenshot of "Appearance Association 100%"
Without the "lowest price", what else can Li Jiaqi rely on?
However, the lowest price disappeared in the live room. Xiao hulu data shows that the products in the live broadcast room of Li Jiaqi and Weiya do not have much advantage compared with the prices in the official flagship store and the brand party self-broadcast. Daily people found that a Shiseido water milk, Li Jiaqi live broadcast room to hand price of 1240 yuan, send 4 water samples, and in the Tmall official flagship store, the activity price is 1440 yuan, but if the live purchase, superimposed live 100 full discount coupons and double eleven activity coupons, 1240 yuan to hand, members can also get 6 water samples and a 30ml cream.
Zeng Mei also noticed this. As early as the early stage of the raiders, she went to a price comparison, mobile phone page in the shopping cart, brand flagship store, duty-free shop price list, live room price list switch back and forth, she found that most of the goods she wanted to buy are similar to the usual price of the big promotion, and even, some products have increased in price.
There is no lowest-priced anchor who chooses to attract fans in other ways, and the head anchor begins to exert efforts on the raiders. Li Jiaqi and Wei Ya directly competed with the Excel table, Wei Ya has 3 worksheets, Li Jiaqi directly listed 16, all the products were classified, and the deposit, the balance, and the discount strength were listed. It's just that some fans complained, and when the live broadcast really began, they would still be busy and couldn't find the good goods.
The plan to replace the lowest price is that most of the goods are given a bunch of gifts to express sincerity, buy powder cream to send brushes, buy skin care products to send small samples or even medium samples, buy two bottles to send two bottles and then send a box of masks, the gifts are placed in front of the camera by the anchor and the assistant broadcast, and the grand table is the most direct temptation this year. Only after the end of the live broadcast, on the idle fish, there are already many consumers who will package and sell small samples to try to return the blood.
The lowest price used to be an important advantage for the head anchor, and the discount was the only way to make the rise of live broadcasting. Netizens laughed at themselves, when Li Jiaqi called "exquisite and expensive girls" to sell expensive cosmetics, he would retire, and only when he heard the call of "pig girl", he would get up and place an order.
Nowadays, the disappearance of the lowest price means that the head anchors are competing against each other, and the same goods, gifts, and prices appear in the live broadcast room of Li Jiaqi and Wei Ya at the same time, which is difficult to imagine in the past. Even if everyone is polite and decent, the lowest price is always only one.
In the business group, they are well aware of the exclusivity of the head anchor, and there is an unspoken rule that only one of the two live broadcast rooms can be selected. During the Double Eleven period last year, a merchant asked in the merchant group, "At the same time, I signed up for Wei Ya and Li Jiaqi, and at the same time, I was selected as a product, and how should I deal with the live broadcast on the same day", another merchant in the business group ridiculed her, "Suicide".
▲ Photo /Visual China
Did Li Jiaqi finally defeat Wei Ya?
The competition between Li Jiaqi and Wei Ya is far more than who can get the lowest price.
For a long time, people no longer think that Li Jiaqi is the top stream that he once was, in addition to the less Weibo hot searches, the data no longer occupies an advantage. During june 18 this year, Li Jiaqi's record has rarely reached the first place in a single day, and the total sales have only ranked third. In August, fat ball data showed that on the live streaming sales list, Li Jiaqi did not even keep the second place in GMV, and was overtaken by Sydney. On the overall list, Li Jiaqi only reached the fourth place in the live streaming sales list.
In fact, in the battle with Via's C position, Li Jiaqi rarely won. In the first live broadcast of double eleven in the same period last year, Li Jiaqi once lost to Wei Ya with a difference of 200 million yuan in transaction volume, ranking second with a transaction volume of 3.327 billion yuan. In 2019, which is regarded as the first year of live broadcasting, in the double eleven sales list, Wei Ya also ranked first.
Although every time, Li Jiaqi and Wei Ya will use different dimensions of victory to make war reports, sales are not the first to compete for a single product, and the sales volume of a single product is not high enough... However, for a long time, Li Jiaqi really lacked a complete victory.
But this year's Double Eleven seems to be a good day for Li Jiaqi, and a brother and a sister are also stuck in this month's live broadcast. According to live broadcast eye data, on October 15, Wei Ya's clothing discount attracted as many as three times the number of people in Li Jiaqi's live broadcast room, but the next day, Li Jiaqi relied on the cream homework to find "all the girls", with a slight advantage to overtake.
Li Jiaqi's advantage category in beauty, compared to the past month 29% of the selection is snacks of Wei Ya, and rely on gold, iPhone and medical beauty products to finally overtake the curve Sydney, his selection is more attractive to consumers, but also more suitable for hoarding goods at this node, "big promotion player" is not a waste of fame.
On the day of the premiere, Li Jiaqi's live broadcast room accumulated 250 million views, and he himself did not figure it out, saying on Weibo: "We watch 20 million people every day, 250 million today, all girls, where did you come from." ”
Does Taobao still need Li Jiaqi?
Zeng Ming, who appeared in front of the screen, remembered a passage in which the talk show actor Hu Lan mocked the live broadcast: in a live broadcast room, the anchors, merchants, and shoppers all felt that they had earned, and the only loss was those who did not watch the live broadcast.
There must also be platforms that must have "earned". Wang Xian, who has done e-commerce live broadcasting for two years, said that every year two big promotions, I always feel tired and tired, but Taobao's data will always make people feel "snapping in the face".
But for the platform, on the one hand, it hopes to expand its influence with the aura of the head anchor, on the other hand, it does not want the super anchor to cause pressure on the platform.
Li Jiaqi became on Taobao, and his 2019 "Oh! my god" also let the market pay attention to the potential of Taobao live broadcasting, the initiative of live broadcasting was transferred from the store to the hands of the anchor, how to board the live broadcast room of Li Jiaqi and Wei Ya became a problem that merchants racked their brains to solve.
But the fault crisis of Taobao live broadcasting also appears at this moment. Nowadays, on every weekday, Taobao Live extends the strategy of "decentralization" from the merchant to the anchor.
Not long ago, the person in charge of Taobao's live broadcast business was replaced by Yu Feng to Cheng Daofang, who once expressed his own ideas: merchants should be stripped from the concept that live broadcasting is only a tool for store marketing, and realize that self-broadcasting should become the business of stores. He brought some business revisions, hoping to make new brands and new products stand out from the thick clouds obscured by the head anchor.
In addition to supporting merchants to broadcast themselves, Another strategy of Taobao is to divide the tracks to anchors of different categories, and even push a large wave of anchors.
Many users have mentioned that when Alipay raises chickens and plants trees, there is always a task to browse and pay attention to the live broadcast room of Timur's little madness. After May last year, the number of Timor little crazy fans has soared, with about 5 million live broadcast views, and often dominate the list of Taobao live streaming with goods with tens of millions of weekly sales. And Timo little crazy also often makes "Li Jiaqi" style roar, the tone is excited, live broadcast live has tension, like to do exaggerated expressions and actions, and even some articles directly call Timur little crazy as the next Li Jiaqi.
But Taobao still needs Li Jiaqi. Some people have analyzed that the advantage of Taobao Live is that the brand and supply chain resources are abundant, but the traffic resources are weak, so in this double eleven, Taobao Live needs such an explosive case to take a breath. The night Li Jiaqi set another record, "Taobao collapsed" also appeared on the hot search, some netizens sent messages to Taobao customer service can not be sent, and some netizens feedback that the page cannot be loaded. Taobao's official account responded: "Are you so fierce that you don't stay up late? ”
▲ Photo / Screenshot of the fourth season of "Talk Show Conference"
Who stands behind the "brother with goods"?
In the unstable cycle of play, more anxious than Li Jiaqi is his company Meione, the company that originally wanted to support a large number of anchors, finally harvested only a surviving Li Jiaqi, and then naturally changed the strategy, with one night, the founder Qi Zhenbo decided to abandon the entire forest and tilt all resources to Li Jiaqi's "big tree".
Li Jiaqi lived up to expectations and stepped into the position of a brother with goods, but the beauty of Li Jiaqi, who enjoyed li Jiaqi exclusively, did not support others. After Fu Peng left Li Jiaqi's live broadcast room, he also chose to live stream with goods, but the main platform is Xiaohongshu, which has been analyzed by industry insiders to avoid head-on confrontation with Li Jiaqi.
Nowadays, competitors humble in addition to Wei Ya, not to create vertical field anchors, or to sign a new anchor, the unique Li Jiaqi to support the façade of the United States has not been any new action, this year Li Jiaqi fell into several negative public opinion, and Li Jiaqi deeply tied to the United States if you lose this trump card, it is almost impossible to move. A company without a second-tier insurance really sees Li Jiaqi as "the one."
In June, it was rumored that One was looking for a chief financial officer to prepare for a possible IPO in the United States, and the company was considering raising as much as $300 million. At the same time, the Humble Group behind Via is also planning an IPO, possibly listing overseas.
But then, both companies denied the news, and the U.S. side responded that the news was untrue. Wei Ya's company, Qianxun Group, responded that there are no plans at present.
However, as a partner, Li Jiaqi has not directly invested in Meione so far, nor has he appeared in the list of personnel of Meijian Network Group, but has only invested in two branches of Meione. In addition, in March this year, Qi Zhenbo, the founder of Mei one, became the largest shareholder of Beijing Mui Ne Consulting management Co., Ltd., and li Jiaqi, co-co-shareholders Zheng Ming and Fu Peng. In addition, Li Jiaqi is also the founder or executive of 13 other companies, but most of them are mainly planning studios.
▲ Li Jiaqi poster on the streets of Shanghai. Photo/Visual China
"Who is Li Jiaqi?"
Zhang Lanlan watched Li Jiaqi's live broadcast for two years.
She was keenly aware of some changes, Li Jiaqi had more wrinkles than last year, and her voice was not as crisp as before, and she and fans speculated that this was because Li Jiaqi stayed up more nights. When Fu Peng first left, there were always people in the comments who said that there was something wrong with the selection, and after that, she also saw some new brands that she did not know.
Li Jiaqi didn't mention his name much, he believed "Li Jiaqi" and "Oh! The words "My god" belong to the company, and as he mentioned in an interview with The Daily People last year, "you can't really do whatever you want in this position."
He experienced the departure of those around him, and also experienced the highs and lows that others saw. On the day of October 20, the members of Li Jiaqi's fan group felt that they were "raising their eyebrows and breathing out", and Zhang Lanlan felt that the atmosphere of the group chat on that day was different from usual, and it lasted longer, starting from noon and spelling orders, and continued until late at night.
Looking back at the live broadcast of this victory, fans will attribute the reason to some careful thinking of Li Jiaqi. For example, when he introduces the product, there will be a small white board behind the live broadcast room to indicate what the next product is. Thanks to this, Zeng Mei repeatedly jumped across Li Jiaqi and Wei Ya's live broadcast room against her own raider list, and after that, she found that a small white board also appeared in Wei Ya's live broadcast room.
But this night, even if the number of views reached 250 million, there were still many people who had never watched Li Jiaqi live, and all kinds of questions were stuffed in the corner of the Internet, and no one answered: How can so many people place orders? Where does the money and people come from? Is it reasonable to sell a year's worth of sales from big companies on a live stream? Who is Li Jiaqi?
This is a carnival about Li Jiaqi, but it is still a carnival with boundaries.
By twelve o'clock in the night, Zeng Ming was already sleepy, but Li Jiaqi suddenly turned his face to the screen, and the noisy voice became low, "Must not leave our live broadcast room", he said that there are more than a hundred links behind it, but they are things that everyone will definitely buy, and there are countless times of "hard work" in the live broadcast room.
Zeng Mei did not escape this set of magic words. Hearing it, she just wanted to continue to spend money on the person in front of her.
(The characters in the text are pseudonyms)
▲ Photo / Screenshot of "Alien Refugees"
The article is the original of the daily people, and the infringement must be investigated.