"I believe that this year's double 11 must not be the battlefield of everyone's so-called first-line brands or international brands, and more opportunities may be domestic products." Recently, Li Jiaqi said at the press conference of Double 11 that in Li Jiaqi's live broadcast room, domestic brands will give a "bomb" from obscurity to loud and loud, the first domestic brand is getting better and better, and the second Chinese manufacturing is getting stronger and stronger.
This year's double 11 Li Jiaqi live broadcast room, a large number of beauty and other domestic brands participated, such as HuaXizi, Kwadi, Book by Book, colorkey, Winona and so on.
"Now live e-commerce, there are a large number of 'Generation Z' young new generation consumers, they grew up in the era of prosperity and prosperity, so they are born with such a cultural confidence in Chinese traditions, culture and Chinese brands, and are very willing to try to choose domestic brands." Wei Yinghui, a partner of Mei wrist, said that now a large number of excellent domestic brands have laid out a large number of new brands in live e-commerce channels, and there is a natural bridge between the crowd and domestic products.
Liu Qianfei, CEO of Book by Book, admitted that if there is no rapid development of live e-commerce in the past two years, it may not have the opportunity to be seen by everyone. "We are a new brand bred by live e-commerce, and live e-commerce is soil for new domestic products like us, and it is also a stick hanging overhead."
Liu Qianfei said that the big promotion in the live broadcast room is very "terrifying". Every consumer on the phone a button, crouched on the router of the race against the clock, in fact, behind the entire industry chain a group of people everyone's race against the clock, only China's speed, China's long warehousing logistics, China's supply chain, can do this thing, the entire organization has undergone very big changes, including this group of young people's brand companies, "live e-commerce in the reshaping of a species, which is an unparalleled reshaping in organizational efficiency." ”
Data from all aspects show that in the past two years, domestic brands have shown a spurt of development. For example, the national day holiday that just passed, Douyin data shows that domestic clothing, domestic beauty, etc. have become the fastest growing commodities. According to the "Baidu 2021 National Tide Pride Search Big Data" released by Baidu in May this year, in the past decade, the popularity of "national tide" related searches has risen by 528%, and among the top ten national tide topics that Chinese people are most concerned about in 2021, domestic digital, national tide clothing and domestic beauty are ranked in the top three.
In April this year, cbnData and Tmall Golden Makeup Awards released the "Tmall Domestic Beauty Attack Road - 2021 Beauty Industry Trend Insight Report" also shows that the cutting-edge domestic beauty brands have seized the opportunities of the times to rise rapidly in the continuous iteration of the consumer ecology, and have explored an unprecedented path of attack.
A large amount of capital entered the beauty domestic goods track, in October 2020, Katazai launched the cosmetics business listing plan; in November, Perfect Diary's parent company Yixian E-commerce was listed on the New York Stock Exchange in the United States, becoming the "first share of domestic beauty" listed overseas; in March 2021, Winona's parent company Bethany was listed. In the case of the overall decline in the number of investment and financing events in the consumer sector, the number of investment and financing events in the beauty and skin care track has increased steadily in 2020.
Mention of double 11, mention the big promotion, everyone's first reaction is discounted, cheap, can reach the floor price, in the live e-commerce, four or five years ago there are many people with this view. Wei Yinghui, a partner of the American wrist, said that this year's double 11, many excellent new brands that have grown up on Tmall, such as a lipstick of Huaxizi, and even the phenomenon of anti-purchasing in the United States.
In April this year, the first documentary to record the new brand of domestic products, "Explosive China", swept across social media. As the chief discovery officer of the new brand of Tmall Treasure, Li Jiaqi wants to let more new domestic brands enter the public eye. His small goal is that in the next 3 years, 1,000 "unicorn new brands" will go out of the live broadcast room.
"Live streaming is really a good platform and channel to help us transmit treasure products to consumers in the most authentic and timely manner." Winona brand director Huang Ziheng said.
In August, during Li Jiaqi's live broadcast, Winona listed a high-moisture water pump cream. "Jia Qi put the whole design mechanism and texture of our water pump cream through his own touch of milk, the whole show, all the people who have seen it want to buy this product." In this regard, Huang Ziheng was deeply impressed.
Huang Ziheng said that the live broadcast room is not limited to selling goods, but also the transmission of brand ideas and the platform for content manufacturing, for example, Winona is a skin care brand that focuses on the efficacy of sensitive skin, and there is a strong medical professionalism and plant technology behind the product, "In the live broadcast room, with the help of some help from Jiaqi, some visual display methods, and some small classroom methods, the professionalism of medicine can be better passed to consumers, so that they can not only buy products, It is also very good to be able to give them every detail of their lives in a more scientific and professional way of skin care, whether it is the level of goods, the level of brand content, or the emotional level can achieve a win-win state. ”
Ying Shaofeng, co-founder of colorkey, also said: "For the brand side, Double 11, I would like to say that it is a new product conference, coupled with live broadcasting, it is a small test for us this year." ”
In Ying Shaofeng's view, the live broadcast room of double 11 can be described as a "traffic engine", and when each brand fights each other's traffic, is the live broadcast room really to buy? No. In addition to buying and buying in the live broadcast room, the concept of the entire brand is transmitted to each consumer through live broadcasting, and the live broadcast room is a "traffic engine" for the new domestic products and new brands.
"I remember that ten years ago, on the double 11 in every list, the first place in all categories was an international brand. But over the years I've found that every brand that sits on stage, every subdivision track, every live broadcast room, we've reached the top of the category. I think this is a Chinese is particularly proud, so I would like to summarize the double 11 live broadcast room as a 'blockbuster production machine', really one day on behalf of China's manufacturing out of the world. Colorkey co-founder Ying Shaofeng said.
This year's Double 11, the number of links in Li Jiaqi's live broadcast room will be nearly double that of the 618 period, with more than 400 products. From October 11 to October 19, the live broadcast room will update "Li Jiaqi's Small Classroom" every day. "Help everyone sort out what kind of products should be chosen for different skin types, and which product should be matched with different budgets to be more cost-effective... I must let all the girls buy clearly. Li Jiaqi said.
It is understood that during the double 11 period, special sessions with different themes have been set up continuously, and this practice is also the first attempt in the live e-commerce industry. From October 20th to November 11th, there will be more than 20 special broadcasts of different themes such as fashion special sessions, snack special sessions, cute pet special sessions, tourism special sessions, 100-yuan low-price special sessions, local snack special sessions, etc., which is convenient for consumers to quickly lock in the products they need and save time for searching and purchasing.
Formally, unlike the previous double 11 short videos, long videos and graphic form of product previews, this year's double 11, Li Jiaqi live broadcast room all the explosive product previews, made a live broadcast.
"In fact, every year on Double 11, all parties will invest a lot. For the brand side, how to seize the user mind of the head anchor at the important node of double 11, and how to work with the head anchor to bring more thinking to consumers, the form is different every year. This year's Double 11, the brand has paid more and more attention to the daily content planting through live broadcasting, and the way to create new products through the promotion of the outbreak has also reaped good results. Wei Yinghui said.
Source: Thoughtful