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On the evening of September 20, Li Jiaqi returned to the Taobao live broadcast room. Li Jiaqi's first live broadcast after his return played the words "rational consumption and happy shopping", and the shopping page showed three categories: beauty and personal care, life fast consumption, and fashion clothing. By the end of the live broadcast, Li Jiaqi had more than 60 million views in the live broadcast room.

This time is Li Jiaqi returned to the live broadcast room after leaving for 109 days, and what is different from the past is that this live broadcast has no preview and no list. So Li Jiaqi chose to return at this time, what is the impact on live e-commerce?

The "Li Jiaqi effect" still exists and has a solid position that needs to be tested

Mo Daiqing, director of the online retail department and senior analyst of the E-commerce Research Center of the Net Economic and Social Society, said that from the perspective of Li Jiaqi's return, his fan base is still stable, and consumers are enthusiastic about his return. It can be seen that the effect of the head anchor of the live e-commerce industry is still strong, and his return can boost consumption to a certain extent.

However, we should also note that during the period of Li Jiaqi's absence, some changes have taken place in the live e-commerce industry, Luo Yonghao's withdrawal from the "Make a Friend" management, the rise of Oriental selection, and the release of the "Code of Conduct for Network Anchors", in the future, the head anchor will continue to exist, but it will not rely on someone, even if there is no Li Jiaqi, Wei Ya, there will be others. The competition in the live e-commerce industry is fierce, including Douyin Live Broadcast, Kuaishou Live Broadcast, Taobao Live, Jingdong Live, Duoduo Live, Xiaohongshu Live Broadcast, etc., Qianxun Culture, Mei ONE, Chenfan Group, Xin Youzhi Yanxuan, Make a Friend, Ru Han, Taiyang Chuanhe, Yuanwang and other MCN institutions and e-commerce anchors such as Egg Egg, Shi Da Beautiful, Yu Dagongzi, Xin Youzhi, Guangdong Couple, Lie'er Baby, Chen Jie and so on. Therefore, whether Li Jiaqi's position can be stable remains to be tested. Mo Daiqing said.

Zhuang Shuai, a special researcher of the E-commerce Research Center of the Network Economic Society and the founder of Bailian Consulting, said that this time Li Jiaqi's efforts, on the one hand, Taobao itself made some changes in 2.0, with high-quality content as the core, including the drive from the transaction to the planting of grass, and then changed some distribution mechanisms, and the original transaction indicators were changed to the traffic distribution indicators of the transaction plus content. On this basis, Taobao will not have to worry too much about Li Jiaqi's family. In this way, there can be more merchants and new anchors, including those from Douyin and Kuaishou, on this basis to distribute traffic in two dimensions of content and transaction volume more fairly.

Or prepare for Double 11 Taobao needs benchmarking and jitter fast competition

Mo Daiqing said that Li Jiaqi's comeback is a test for Double 11. After all, Double 11 can be described as the largest e-commerce promotion of the year, and no one wants to miss it. The loss of Li Jiaqi and Wei Ya is a shock for Taobao Live, so in the face of the upcoming Double 11, Taobao Live will also vigorously increase the code. Kuaishou and Douyin started late in the field of e-commerce, but based on their strong user traffic and content advantages, they have achieved a development speed that is envied by the outside world. The two are the new generation of forces in Double 11, but with the vigorous trend of e-commerce live broadcasting, the share of the two in the e-commerce market may continue to increase. Li Jiaqi's return to the live broadcast room this time is also good for Taobao Live.

Zhuang Shuai pointed out that Li Jiaqi is a big V, he himself has appeal and influence, and the loyalty of his fans is also very high. Therefore, his efforts can also help Taobao to stretch traffic, create influence and effect, because Taobao Live has also been in the inferior position in the competition with Douyin Kuaishou in this year.

Chen Hudong, a special researcher of the E-commerce Research Center of the Network Economic Society, said that Li Jiaqi itself is a "super head" (super head anchor), to some extent has the characteristics of driving consumer public opinion, about its "disappearance" for 109 days, this "event" itself is enough to make people have imagination space, so its own so-called comeback, naturally become the focus of public opinion attention - the focus is not limited to businesses and consumers. To a large extent, live broadcasting can be seen as a relatively successful business form formed in the context of media integration, so in a sense, the ability to carry goods is actually a description of the media integration ability of the team behind it. In view of the previous double eleven, basically these "super heads" and "leading actors", it is estimated that there is a relatively bright performance in the "double eleven", of course, this performance is for other anchors

Target. The year-on-year increase in the amount of goods carried needs to look at the actual situation.

The pattern of live e-commerce is relatively stable and developing towards "decentralization"

Zhuang Shuai said that the pattern of live e-commerce is relatively stable, that is, jitter fast tao, but the ranking is a little different. In such a pattern, Taobao is of course not backward, so it is necessary to use the original basic adjustment to return to its market position and improve the service system and ecological chain system to develop.

Mo Daiqing said that more and more brand owners and merchants are pouring into live e-commerce platforms such as Douyin and Kuaishou, so brand self-broadcasting, store broadcasting, and merchant self-broadcasting have become a trend. Behind the sales of large anchors reflects a huge resource concentration effect, and the space that small and medium-sized anchors and long-tail anchors can obtain is compressed. In addition, it is not good for merchants, the original consumers can find themselves through the venue, and now through the anchor, in fact, there is more than one obstacle. Therefore, live e-commerce companies have made strategic adjustments to reduce their dependence on super anchors, support mid-waist anchors to take the stage, and usher in a new ecology.

Bao Yuezhong, a special researcher of the E-commerce Research Center of the Network Economic and Social Society and chairman of Baum Enterprise Management Consulting Co., Ltd., said that live e-commerce from us was originally cultivated by Taobao to cultivate these anchors, and it was basically a market pattern of head anchors. The most important change feature now is that brand companies have entered this field. Judging from the observation situation, almost all enterprises, including home appliance fast sales, catering, and service companies, have entered the game, so the future live e-commerce market must be a diversified, multi-subject, multi-platform development pattern, which will completely change the traditional model of relying on a few head anchors to do the market.

Chen Hudong said that for live e-commerce, in the case of increasingly strict policy supervision, as long as the interest distribution mechanism between the brand, live e-commerce and "overhead" is not solved, the possibility of live e-commerce being kidnapped by "overhead" is still very large, therefore, live e-commerce companies are cultivating their own anchors, which may still be a direction for the development of live e-commerce, which requires a certain cycle, but does not rule out that this cycle will be relatively short.

"But live broadcasting can't be watched from the front end alone, but also from the back end." From the perspective of the supply chain, the supply chain is the upstream of the live e-commerce link, is the link with support for sales power, very test the precipitation and thickness of this industry, the supply chain is not good, the front end does not do a good job. Therefore, the development of live e-commerce, in fact, the final fight is still a solid supply chain construction and management capabilities, as for the marketing capabilities or other capabilities behind, of course, it is also very important, comprehensive factors determine who goes faster and who goes further with live e-commerce. Chen Hudong added.