The first wave of sales on Double 11 has come to an end, and e-commerce platforms such as Tmall, Jingdong, and Douyin have shown their good results:
- In the first hour of the first wave of Tmall Double 11, Taobao live broadcast live view increased by 600% year-on-year, waist anchor transaction volume increased by 250% year-on-year, among the 102 brands with a first-hour turnover of more than 100 million, domestic brands accounted for more than half, becoming a highlight of this year's Tmall Double 11.
- Jingdong 11.11 global love season officially launched at 20 pm on October 31, Apple, Midea, Xiaomi, Haier, Lenovo and other brands instantly exceeded 100 million, Jingdong Yunyoujia Jingmai digital human live broadcast room for more than 1,000 brands in more than 30 first-class categories to provide digital human live broadcast services, for brands to achieve 7*24 hours of uninterrupted live broadcast.
- The Douyin Double 11 Good Things Festival focuses on the position of Douyin Mall, only 1 hour on sale, the unit price paid by customers increased by 217.1% compared with the same period last year, and as of 24:00 on October 31, the transaction volume of Douyin Mall increased by 629.9% compared with the same period last year.
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From these data, it is not difficult to find that live streaming has played a vital role in the layout of platforms and merchants, especially the super anchor headed by Li Jiaqi, which has become the focus of attention of the whole network.
1
First Point
The first day of pre-sale has achieved outstanding results
This year's Double 11, Li Jiaqi is undoubtedly the hottest anchor.
On the first day of the first wave of pre-sales just past, Li Jiaqi, who returned for 34 days, conducted a live broadcast on the first day of the 2022 Tmall Double 11 pre-sale.
Taobao live broadcast data shows that Li Jiaqi has been live for nearly 10 hours, with a total of 291 products on the shelves.
At its peak, the number of viewers in the live broadcast room exceeded 456 million, more than double last year's 200 million, and its audience far surpassed Luo Yonghao, who ranked second in the audience, showing an overwhelming traffic advantage.
On October 25, some media reported that on the first day of the Double 11 pre-sale, the GMV of Li Jiaqi's live broadcast room reached 21.5 billion yuan. As soon as this eye-catching data came out, the whole network was burst. On the Weibo platform alone, the number of views and discussions on related topics reached 190 million and 52,000 respectively.
Although US ONE said:
"There is no source of data, we have not released any data to the public, and we have not reached relevant cooperation with third parties such as scraping"
Even on the Double 11 report card released by Taobao Live on October 25, Li Jiaqi's name did not appear, but listed the achievements of new anchors or waist anchors such as Luo Yonghao, Bee Surprise Club, and Lie'er Baby.
In any case, on Double 11 this year, Li Jiaqi still created achievements that are difficult for other anchors to match, and the traffic advantage is obvious.
2
Second Point
Whoever wins Li Jiaqi wins the world!
This Double 11, Li Jiaqi is still a well-deserved beauty brother.
According to statistics, there are a total of 170 beauty products in this pre-sale live broadcast room, from domestic brands such as Hua Xizi, Winona, and Zhuben, to imported big brands such as Lancome, Helena, Guerlain, and L'Oreal, all of which are "old faces" who have cooperated with Li Jiaqi.
In the live broadcast rhythm with an average product appearance time of 2 minutes, the products in Li Jiaqi's live broadcast room were sold out many times: 220,000 sets of Guerlain Gold Recovery Honey priced at 1,190 yuan, 240,000 sets of Shiseido Water and Milk Set priced at 1,240 yuan, 300,000 pieces of Peraya Double Anti-Essence priced at 319 yuan were sold out in about 1 minute, and what's more, 220,000 sets of Shulico Color Repair Essence were sold out in less than 20 seconds after they were launched.
According to statistics, the popular links in Li Jiaqi's live broadcast room were robbed in less than 30 seconds on average, and 93 of them were directly sold out on the spot, and netizens called "Oriental Clearance is really deserved".
At the same time as the pre-sale premiere of Double 11 in Li Jiaqi's live broadcast room was successful, brands such as L'Oreal, Guerlain, Stav, and Ou Shiman have also appeared on Weibo hot searches, brushing a wave of presence, which can be said to be "fame and fortune".
3
Third Point
Losing the "lowest price" Li Jiaqi is no longer tough
As we all know, the reason why Li Jiaqi's live broadcast room can continue to explode, in addition to the concentrated outbreak of consumer demand and the help of the platform, Li Jiaqi's strategy of "playing low-price cards and gathering fans" has also become an important factor in the success of his fans.
As early as the end of 2019, Li Jiaqi talked about the advantages of its "lowest price on the whole network" in public:
Attract fans through low-priced products, and then compete with the brand for pricing power through the fan base to get the "lowest price on the whole network", and so on.
Because of this, Li Jiaqi once announced in a fit of anger that he "blocked" Lancôme because the price Lancôme gave him was 5 yuan more than the price of Weiya's live broadcast room, and also suspended his cooperation with L'Oreal because of the lower self-broadcast price of L'Oreal's store.
"Holding traffic to make the brand", from the Lancôme incident to the L'Oreal incident, Li Jiaqi, who has the halo of a super anchor, showed a tough attitude, and also completely exposed the contradictions between the brand and the brand side.
In this way, in order to save the cost of anchors bringing goods, more and more brands choose to self-broadcast in stores and give the lowest price to their live broadcast room. From the products sold in this year's Double 11 Li Jiaqi live broadcast room, it can be seen that some are not the lowest prices on the whole network.
It is worth noting that in this year's Double 11 pre-sale premiere, L'Oreal, which caused controversy last year by competing with Li Jiaqi for the "lowest price", still became the object of Li Jiaqi's cooperation, but the frequency of bringing goods was significantly reduced.
It can be seen that Li Jiaqi, who has lost the "lowest price on the whole network", seems to have a no longer tough attitude.
Li Jiaqi brought L'Oreal goods during Double 11
4
Fourth Point
Low-key Li Jiaqi
Stepping back into the background after Singles' Day?
The Double 11 promotion has entered a white-hot stage, putting pressure on Li Jiaqi, not only on the brand side, but also on the big anchors who are in and out of Tao.
On Double 11 this year, Douyin brother Luo Yonghao and rising star Oriental Selection have entered Taobao.
Among them, Luo Yonghao is serving male consumer groups, Oriental Selection continues to focus on agricultural products, although the data of Oriental Selection debut is not satisfactory, but Luo Yonghao ranked second and fought head-on with Li Jiaqi.
In fact, after returning in September, Li Jiaqi has been acting low-key.
Perhaps, for Li Jiaqi, in the face of various changes, the safest thing to do now is to bring out more excellent assistants, continuously improve the loyalty and repurchase rate of fans, and truly precipitate a large number of fans.
And this Double 11 promotion is the best opportunity.
There was once a grapevine that Li Jiaqi will retreat to the background after broadcasting Double 11, although we don't know where he really belongs in the future, but we must understand that sooner or later the anchor's career will come to the moment of transformation.
Li Jiaqi's departure is only a matter of time.
The second big battle of Double 11 is about to start, and all platforms and merchants are looking forward to it. Let's take a little more time and energy to get ready for the final sprint to Double 11!
Finally, I wish all e-commerce people a big sale!