The hottest shopping festival in recent years is not Golden Week, nor Spring Festival, but "Double 11". Here I have to mention Li Jiaqi, the first brother of the live broadcast goods. On October 20, the first day of the "Double 11" pre-sale last year, in the 12-and-a-half-hour live broadcast pre-sale, Li Jiaqi's live broadcast room turnover reached 10.65 billion yuan, you read it right, it was 10.65 billion yuan! 12.5 hours turnover.
According to a number of media reports, among all A-share listed companies last year, the annual revenue exceeded this figure, far less than half. In other words, Li Jiaqi's live broadcast room only one "Double Eleven" transaction amount, in seconds killed most listed companies. Today, let's talk about this live broadcast "brother" that now has tens of millions of fans.
Li Jiaqi was born in 1992 in Yueyang City, Hunan Province, China, although he is a boy, but when he was a child, Li Jiaqi was more interested in makeup, he studied in Yueyang Xueyuan Road Primary School in primary school, and was later admitted to Yueyang Middle School, and was admitted to Nanchang University in 2011.
Nanchang University is also a national key university, but he failed to graduate from here. He studied and lived in Nanchang University for nearly 4 years but did not wait for graduation for various reasons, and finally left Nanchang University early due to work reasons. So in his resume, his education is only high school, not a bachelor's degree.
In 2015, Li Jiaqi worked as a cosmetics counter beauty consultant in the façade of a L'Oreal in Nanchang, because many customers did not want to try lipstick color by themselves, he used his mouth to try on the color for customers, so he achieved a lot of performance, won more and more customers and higher customer satisfaction, and won the sales championship of the corresponding brand for many times.
At the end of 2016, Li Jiaqi won a Taobao live streaming competition for an online celebrity agency with her outstanding marketing skills. Eventually became a contracted beauty expert. He then took thousands of yuan to Shanghai to start his Taobao online broadcasting career.
In the beginning, his job was not easy, working as a makeup artist during the day and starting to broadcast live after work in the evening, working more than 15 hours a day, from copywriting to shelves. In the three months after he first started broadcasting, there were not many people watching in his live broadcast room, and he even wanted to give up his live broadcast career for a while. Under the persuasion of the agent, Li Jiaqi decided to insist on it.
After that, the accumulation of more and more fans, the number of brands he cooperated with was also increasing, and his live broadcast gradually improved. In 2017, with hundreds of thousands of followers, he was hired as a lecturer at Jiangsu Normal University, teaching Taobao writing and media courses. Subsequently, he made great progress all the way and successively won Taobao's TOP anchor of the year in 2017 and 2018.
In September 2018, Li Jiaqi also set a "bizarre" Guinness World Record: completed 4 kinds of lip makeup in 30 seconds, becoming the person with the "largest number of lipsticks in 30 seconds" in the Guinness World Record. He is male, but he has gone farther and farther on the road to wearing lipstick, and since then Li Jiaqi has been known as the "lipstick brother". He was also invited to serve as the torchbearer of the Asian Games in Jakarta, Indonesia, and won the "Double 11 Selling Lipstick" competition with Ma Yun in the same year, becoming one of the few people to win Ma Yun.
Subsequently, as he appeared on major social platforms, his online fan base skyrocketed in a short period of time, and his sales also increased. The extraordinary live broadcast performance has also pushed him to the hot search again and again, and of course there is a lot of controversy that follows. In October 2019, Li Jiaqi was selected into the 2019 Forbes China 30 Under 30 list. After that, Li Jiaqi, in addition to winning sales that are difficult for ordinary people to achieve on the e-commerce platform, also deeply cultivated the entertainment industry, participated in various activities, and also won various awards issued by many platforms and institutions.
On June 23, 2020, Li Jiaqi settled in Shanghai, he once said that he is a anchor who does not write scripts, and everything in the live broadcast room is his own personal experience, and he can only say it after he really understands the use. Looking back at the development history of Li Jiaqi, like a rocket, the ignition and take-off stages are very slow, but then it soars into the sky without resistance. His personality and live streaming style may be the reason for his success. First of all, as a boy, he became popular on the Internet with lipstick.
During the live broadcast, Li Jiaqi often uses "Oh my god! , buy it! , My Mom" and other common language of girls stimulates viewers to buy products. In addition to the more personalized "feminine" language, Li Jiaqi will also guide customers to place orders as soon as possible by setting a time limit for live broadcasting, using "a total of 2,000 sets, 100 sets left, countdown 3, 2, 1" and other similar language, creating a relatively hot scene of sales in a very tense atmosphere, bringing pressure to consumers.
At the same time, during the live broadcast, Li Jiaqi will often introduce some gifts, and personally calculate discounts and savings for the audience with his assistant with a blank paper, which will make the audience feel that he cares about the interests of consumers. Unlike other streamers who vigorously promote the advantages of products, he will also point out the defects of certain products to make his evaluation of the products sold in his live broadcast room more authentic and reliable.
After the live broadcast is completed, Li Jiaqi's team will replay the live broadcast to find problems and continuously improve it in subsequent live broadcasts. Today, live streaming is sprinting to offline sales, and many brands even spend a lot of money on live streaming, while offline expansion has stagnated or even shrunk. Live streaming should be more rational and healthy. Today, there are many live broadcast platforms and many anchors, but the sales revenue of top anchors and other anchors is very different.
There are also contradictions between many merchants and live streaming platforms that are difficult to resolve, and anchors like Li Jiaqi who concentrate traffic may not be beneficial to merchants. The fundamental reason for the explosive growth of the live broadcast industry in recent years is that the prices of goods in the live broadcast room are mostly lower than the prices of official websites or offline stores.
Behind the explosive growth, in fact, live broadcast has violated the original intention, at the beginning the live broadcast platform hopes that everyone can see the display of goods more intuitively, much better than the hard product promotion page, at the same time, cheap and more sales, more sales channels can also increase the shipment of manufacturers. However, now that live streaming has obviously occupied half of online shopping, the relatively low price is actually not conducive to the manufacturer's expansion and strengthening, and even many brands that cooperate with the platform have been losing money for a long time.
Li Jiaqi is indeed a high-quality anchor and a marketing genius. Behind Li Jiaqi's success there are thousands of small anchors in the live broadcast room, and there are some live broadcast rooms where the quality of the goods is obviously very good but there is no popularity. When the barbaric live broadcast is becoming more and more popular, we should also think about whether we should be more rational when shopping, whether we should return to the essence of the product, and consider our own needs more.