As soon as the Double 11 promotion ended, Li Jiaqi began to hold the "trumpet" on the top.
On the evening of November 12, a brand new Taobao live broadcast room was launched, called "All Girls", and the anchors were all "familiar faces" in Li Jiaqi's live broadcast room, often appearing beside him as a deputy and assistant broadcaster.
The reporter found that up to now, it has been broadcast 11 times in a row. According to Taobao Live data, the account attracted about 1.64 million fans and accumulated nearly 40 million views.
On November 21, Meijiang replied to reporters that the "All Girls" live broadcast room is a new full-category daily broadcast live broadcast room incubated by its subsidiary, and the anchors of the former Li Jiaqi live broadcast room, Wang Wang, Qingzi and others, serve as anchors, focusing on daily broadcasting during the day to meet the shopping needs of consumers during the day.
Walking to the "all girls" in front of the stage, can you create another "Li Jiaqi"?
Li Jiaqi drained the "trumpet"
It attracted 1.64 million fans and accumulated nearly 40 million views
"All girls, Hello, Hello is on the air!" On the second day after the Double 11 promotion, a familiar opening slogan sounded, but the person who shouted the slogan was not the familiar Li Jiaqi.
"In order to better serve everyone, our new live broadcast room 'All Girls' is coming!" That night, Li Jiaqi officially announced the news of the opening of a new live broadcast room. Subsequently, Li Jiaqi's live broadcast room with 71.787 million fans connected with the new live broadcast room, and the huge traffic poured in, so that the premiere of "All Girls" received nearly 7.7 million views.
During the live broadcast of the microphone, Li Jiaqi told fans that he would take a 5-day break after Double 11, during which the "All Girls" live broadcast indirectly started. After the break, the start time of "All Girls" will be moved to the daytime session from 12:00 to 19:00.
Seizing the gap between Li Jiaqi's break, the "All Girls" live broadcast room maintained a daily broadcast frequency, each live broadcast lasted about 5 hours, as if trying to maximize the traffic when Li Jiaqi stopped broadcasting.
What are the results of the new live broadcast room, known as Li Jiaqi's "trumpet"? The reporter found that up to now, it has been broadcast 11 times in a row. According to Taobao Live data, the account attracted about 1.64 million fans and accumulated nearly 40 million views.
↑Image source: Red Star News screenshot from Taobao APP
Compared with other live broadcast rooms, "All Girls" can be said to have a high starting point. Under the guidance of Li Jiaqi, it reached 7.7 million views when it premiered. The "Bee Surprise Club", formed by Wei Ya's assistant broadcasting group, had a cumulative total of 1.15 million views on the day of its premiere in February this year, less than one-sixth of "all girls".
In addition, most of the fans in the "All Girls" live broadcast room are old fans of Li Jiaqi's live broadcast room, but the fans' attitude towards the "All Girls" live broadcast room is not consistent.
The reporter noticed that on the online social platform, some fans expressed support for the appearance of the "All Girls" live broadcast room, "I don't have time to watch Li Jiaqi at night, and if I miss what I want to buy, I can watch the new live broadcast room during the day to make up." But some consumers said that they only identified "Li Jiaqi", "As a consumer, I only want to buy things from my favorite anchor." ”
It has been rebroadcast for less than 2 months
What is the purpose of launching the "trumpet"?
The reporter found that behind the "All Girls" live broadcast room is the wholly-owned subsidiary of Meijian "Chengxin Tuan (Shanghai) Network Technology Co., Ltd." (hereinafter referred to as Chengxin Group). The Tianyancha APP shows that the company has just been established less than 20 days ago.
↑ Image from Tianyan Check
When the new company was established, less than 2 months after Li Jiaqi resumed broadcasting, what is the purpose of launching "Trumpet" at this moment?
In Li Jiaqi's mouth, the launch of the new live broadcast room is to "broaden the breadth of product selection and bring more and more in-depth dry goods explanations to all girls." Meet the diverse needs of all girls. "Convenient for girls who have to go to bed early and can't stay up late, and don't have time to watch live broadcasts at night."
But in the eyes of people in the industry, Li Jiaqi's support for the "trumpet" is not so simple.
Cui Lili, director of the E-commerce Research Institute of Shanghai University of Finance and Economics, told reporters that the launch of the "All Girls" live broadcast room by Meijiang can partially shift the target customer group with the same positioning in Li Jiaqi's live broadcast room, and better select and build corresponding products and content around the customer group; On the other hand, it can also weaken the model centered on Li Jiaqi, increase and expand the number of anchors, and facilitate the creation of anchor traffic matrix.
The reporter noticed that at present, the categories of goods in the "All Girls" live broadcast room are roughly the same as Li Jiaqi's live broadcast room, including beauty, food, electricity consumption, fast-moving consumer goods, mother and baby, clothing, etc. Some fans said that there are many brands that appear in Li Jiaqi's live broadcast room, but the unit price of goods in the new live broadcast room is lower than that of Li Jiaqi's live broadcast, mostly below 300 yuan.
↑Image source: Red Star News screenshot from Taobao APP
On November 21, the beauty side replied to reporters that the "All Girls" live broadcast room is a new full-category daily live broadcast room incubated by Chengxin Group, and the anchors of the former Li Jiaqi live broadcast room, Wang Wang, Qingzi and others, serve as the anchors of the live broadcast room.
In addition to the different anchors, "All Girls" also intends to complement Li Jiaqi in terms of live broadcast time. According to the company of beauty wrists, the "All Girls" live broadcast room mainly focuses on daytime broadcasts daily. And Li Jiaqi's live broadcast is carried out at night, so that the beauty wrist can build a full-time anchor matrix from day to night, from the assistant broadcast group to Li Jiaqi.
Cui Lili also said that now the brand appeal of big anchors with goods is declining, the "lowest price on the whole network" is no longer sustainable, the launch of the new live broadcast room is not only to maximize the brand value of the big anchor IP and make full use of the drainage ability, but also based on the supply chain selection ability to attract more fans of similar customer groups.
"Li Jiaqi can only broadcast 20-30 products a day, which can only meet part of the needs of consumers." Wei Yinghui, the founder of Meijiang, said in an interview with reporters in May 2021. Wei Yinghui believes that this is the biggest problem for the team at the moment. Making "Li Jiaqi live broadcast room" a standard is the next step for beauty.
Making "Li Jiaqi live broadcast room" a standard is actually making the supply chain selection model behind it a replicable standard. On November 21, Meijian Company told reporters that it had configured a complete investment, operation and compliance team for the new live broadcast room to ensure the efficient operation of the new live broadcast room. It can be seen that the "trumpet" and Li Jiaqi's live broadcast room are operated independently, but the supply chain selection model behind it is similar to Li Jiaqi.
The big anchor stepped back
The assistant group walked to the front of the stage
Walking to the "all girls" in front of the stage, can you create another "Li Jiaqi"?
The reporter noticed that in addition to the "familiar faces" around Li Jiaqi, many of the anchors in the new live broadcast room were newcomers who had just appeared. Perhaps it is inexperience, consumer comments, and "all girls" live broadcast, some anchors have made mistakes in explanation, missed product highlights, and even forgot to link up.
In addition, the data of the follow-up live broadcast of "All Girls" is also slightly weak, and the cumulative number of views is gradually declining. On November 12, the "All Girls" live broadcast room had nearly 7.7 million views; 13th, 5.03 million; 14th, 4.81 million; On the 15th, 4.66 million... By the 22nd, it had dropped to 1.484 million.
Cui Lili told reporters that live streaming is a protracted battle, and in order to really gain a foothold, it is necessary for "all girls" to leave Li Jiaqi's "backer" and form their own style, advantages and audience group.
After the big anchor retreated, the trend of the assistant group going to the front of the stage became more and more obvious.
On the 54th day of Weiya's "disappearance", on February 12, 2022, a live broadcast room called "Bee Surprise Club" was quietly launched, which is considered to be Weiya's "stand-in" who retreated behind the scenes and stood in front of the stage. 3 days after the launch of "Bee Surprise Club", the original assistant broadcaster of Internet celebrity Sydney Guangguang was also launched on Taobao, and is now called "Shiitake Mushrooms Are Coming". Some market voices believe that the "shiitake mushrooms" live broadcast room also has the figure of the Sydney team. Luo Yonghao, who has just settled on Taobao on Singles' Day this year, has also frequently appeared in his Taobao live broadcast room, and by opening a subdivision account of the same name, Li Zheng, Zhu Xiaomu and other assistant broadcasters are coming to the foreground.
"The single big anchor model is uncertain, and a larger traffic matrix is needed to support a cargo IP." When talking about the above trends, Cui Lili said, "The super head anchor assistant group has gradually become the main force in the live broadcast room. ”
Editors| Cheng Peng, Du Bo
Proofreading | Duan Lian
Cover image source: Visual China
This article is transferred from Red Star News
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