After more than 3 months of suspension, #Li Jiaqi # rebroadcast in the Taobao live broadcast room, dear, is it back?
Li Jiaqi made a comeback
After 109 days, Li Jiaqi, a brother of Taobao, returned to the live broadcast room.
At about 19:00 on September 20, Li Jiaqi returned to the Taobao live broadcast room. This return, although there is no advance announcement on Weibo and WeChat, but the WeChat circle of friends has already dominated the screen.
Li Jiaqi's first live broadcast after his return played the words "rational consumption happy shopping", and the shopping page showed three categories: beauty and personal care, life fast moving consumer goods, and fashion clothing. The live broadcast room was crowded with enthusiastic fans, "Finally waiting for you", "Finally back", "Welcome back", "Happy"... Fans take turns to hit surprises on the screen.
From the perspective of viewing, Li Jiaqi fully demonstrated the strength of its top stream. By the end of the live broadcast, in about two hours, Li Jiaqi's live broadcast room had more than 60 million views, which was better than the data of most of his previous ordinary live broadcast days (non-platform big sale promotions and other activity days).
A large number of fans said, "It's too hard to grab, all the products were not grabbed tonight."
At about 9:10 p.m., Li Jiaqi said that the preparation was in a hurry, many goods were understocked, the quantity was small, resulting in a bad experience, he apologized for this, so he ended the live broadcast early, saying that tomorrow night (tonight, September 21) 7 o'clock to meet everyone in the live broadcast room.
An indescribably excellent live broadcast
Looking back at Li Jiaqi's comeback debut, it was broadcast in a hurry after only two hours of broadcasting, and even many of the goods that were originally scheduled to be on the shelves were not listed.
More than an hour after the start of the broadcast, Li Jiaqi's tone began to be wrong, and repeatedly stressed that "tonight we speed up and let everyone rest early." This remark left the audience in the live broadcast room unclear.
"Obviously feeling that Wang Wang is nervous, talking less, and his performance is more restrained, Li Jiaqi has abandoned the previous mantra and replaced it with a constant emphasis on rational consumption and happy shopping." ----------------
Unlike the previous live broadcast room background is mostly commodity shelves, in the first live broadcast after the return, Li Jiaqi's live broadcast room was replaced with a solid color background, which wrote the words "Li Jiaqi live broadcast room" and the slogan of "rational consumption and happy shopping". The products that appeared in Li Jiaqi's live broadcast room this time included beauty and personal care, life fast moving consumer goods, and a small number of digital home appliances and fashion clothing. This way of providing classification categories on the product display page in the live broadcast room has also appeared in the Oriental Selection and Make a Friend Live Room.
Many people believe that Li Jiaqi's choice of this time means that he will participate in this year's "Double 11" live broadcast war. Can you look around, at present, the transformation of businesses to self-broadcast, the rise of new forces of anchors, the platform to modify the support standards, waiting for Li Jiaqi or the original jianghu?
Wandering Taobao live stream
With the head anchor Wei Ya, Sydney and other people have folded one after another, the original strong expansion of Taobao live broadcast seems to be much more low-key, even if this time Li Jiaqi returned, Taobao officials did not hype, not even a poster was not prepared.
In the past two years, in the case of the peak of Internet traffic, with the help of the super big anchor effect, Ali's double eleven performance has grown steadily. In 2020, the GMV turnover of Double Eleven reached 498.2 billion. In 2021 Double Eleven, Alibaba's GMV turnover went further, reaching 540.3 billion yuan.
After the lack of head anchors, Taobao became the only e-commerce live broadcast platform in 618 this year that did not publish a war report. According to the data from the star chart, the total sales of Douyin 618 ranked first, and Kuaishou and Diantao ranked second and third respectively.
Li Jiaqi's return, for the next double eleven, is nothing more than a stimulant for Taobao live broadcasting. During the 2021 Double Eleven period, Wei Ya's sales were 20 billion yuan, Li Jiaqi's sales were 21.8 billion yuan, and the sales of live streaming goods of the two have accounted for nearly 8% of Tmall's "Double Eleven" sales of 540.3 billion yuan.
Traffic is too concentrated in the head, which is not a good thing for the platform, and in order to undertake the traffic spillover after the exit of the overhead anchor, Taobao tries to transmit traffic to the mid-waist anchor and brand store anchor on the one hand, and on the other hand, through the cultivation of new anchors, off-site introduction or official draft, etc., to tap the powerful new anchor.
On September 1, at the first absence of the "super head" anchor at the Taobao live broadcast ceremony, Taobao Live announced that it would enter the 2.0 era. The biggest change in Taobao Live 2.0 is to connect all the consumption scenarios of the Taobao system with live broadcasting.
In order to better serve consumers, Taobao Live will be and guess you like, shop, search and other hand tao field and point Tao to achieve "big public domain through", in order to explore a larger incremental space, help businesses reach a wider range of consumer groups, but with the National Day, double eleven approaching, such a long-term layout may be difficult to see the results in the short term, after all, the redistribution of internal traffic means a large number of interests of the shuffle.
From here, Taobao live broadcast allows the centralized mechanism, super anchors while sucking traffic and resources while "calling the board" platform, Li Jiaqi's return is not the state that Taobao wants most, but it is the best choice at the moment...