In addition to the super anchor, NEVER's father and "old Li Tou", Li Jiaqi has recently added a new identity - in the new variety show "All Girls' Anchor" produced by Meijian, he incarnated as the career mentor of nine newcomer anchors, participating in training, assessment and commentary.
As a workplace variety show focusing on the live broadcast e-commerce industry, "All Girls' Anchor" continues the "electronic squeeze" attribute of the "All Girls" series of variety shows produced by Meijian before. The previous two seasons of "All Girls' Offer" were called "rice artifacts".
The success of self-made variety shows provides the possibility of combining PGC content and the e-commerce industry: in addition to watching Li Jiaqi's live broadcast at regular times at night, Li Jiaqi's behind-the-scenes work in variety shows is also attractive to the audience.
The recently launched "All Girls' Anchor" is a new attempt with adventure genes: on the one hand, Li Jiaqi has changed from the protagonist of the story to a friend and mentor who accompanies the growth of newcomer anchors; On the other hand, workplace variety shows themselves are already a mature type, and how to make new ideas so that it has a distinct label of "beautiful wrist production" is also a difficult problem.
At present, the show is more than halfway through the air, and it will usher in the finale this Wednesday. Judging from the broadcast results, self-made variety shows are bringing more imagination to beautiful wrists: it was previously an extension of Li Jiaqi's IP, and this time it is to help create a new anchor matrix. Therefore, unlike other similar variety shows, in the ecology of beauty wrists, workplace variety shows are used as a method, not an end in itself.
Other workplace variety shows are content-to-content cycles, and the "All Girls" series connects content, goods and people, which is not only a catalyst for beauty to build an e-commerce ecology, but also provides an effective research sample for the content evolution of live e-commerce.
The endogenous perspective of workplace variety shows
There is no artist observation group, and there is no cruel elimination mechanism, and all the stories take place in the daily work of the real company of Meijian. "All Girls' Anchor" has a unique label in the track of workplace variety shows.
In the view of Jin Chun, the chief producer of the program, the different attributes of the industry determine the difference in temperament. Compared with other workplace variety shows from the perspective of entering from outside the industry, the observation of "All Girls' Anchor" starts from the inside, sets up links and selects the content to be presented according to the attributes and characteristics of the live broadcast industry, thus playing a differentiated label.
The most important manifestation of the difference is the competition format, different from the general workplace variety show needs to pass five levels and six generals to get an entry offer, the show adopts the form of "non-elimination", they are not only competitive, but also partners who grow together. This basic model determines that the program is more inclined to restore the real growth state of the newcomer anchor, rather than blindly creating story conflicts.
On the basis of the competition system, the program can rely on the original ecology within the company to grow more grounded workplace content. The various processes that new anchors have to go through after officially joining the company, as well as their growth and mentality changes in the process, are fully presented in "All Girls' Anchors".
The recording location of "All Girls' Anchor" is located in the company, and the program script is also designed according to the actual work that the anchors need to do, the meetings they attend, etc., and with the full cooperation of all departments, the entire program process is successfully embedded in the daily work of the beautiful wrist.
Almost all departments within Meijiao were involved in this project, which is an important reason why the show was able to reap the results in the end. But for the real requirements, it also brings a lot of challenges to the production of the program.
Although the process was difficult, it led to a better program. The same is true for the streamers involved, creating a workplace environment that is realistic enough for them to "forget" the existence of the camera, express themselves naturally, and show the most authentic emotions and states.
More importantly, when both the anchors and the audience no longer see it as a "reality show", but as a real workplace training, the show's presentation of the industry's background becomes clearer.
The program repeatedly emphasized the requirements of beauty for the professionalism of anchors. In the second phase of the live assessment of the in-app purchase meeting, Li Mingqian played an untimely meme because he was too focused on mobilizing the atmosphere of the live broadcast room, and Li Jiaqi directly pointed out at the replay meeting, which would affect his professionalism in the audience's heart. Similarly, small mistakes such as misremembering product ingredients, confusing mechanisms, and mentioning sensitive words are not allowed in the live broadcast room.
Li Jiaqi has also shown the "strict mentor" side in the show many times, he will point out the problems faced by everyone in the work and propose the direction of improvement. This kind of "role model" guidance not only provides a lot of help for the growth of newcomer anchors, but also makes the audience feel what is the "ceiling of the anchor world".
Although it is not a company specializing in the production of variety shows, the production idea of "All Girls' Anchor" meets the fundamental needs of the current audience for workplace reality shows - for a workplace variety show, it may be more important than all packaging to let the audience intuitively feel the "real, warm and sincere workplace".
Anchor variety show, how to do it to look good?
Under the principle of authenticity, how to make the show itself more "variety sense" and retain more audiences is also a problem that cannot be ignored. This is especially true for workplace variety shows, 100% restoration of daily workflow will make the content a little boring, but too much design will make the audience feel obvious "script traces", and then destroy the real workplace atmosphere.
This is also the second problem encountered in the early planning of the show. At the beginning of the first issue, the newcomer anchors joined one after another, and after getting to know each other, they received the first task, although the process also had a lot of variety show clips, but there was still a lack of exciting events that could show the character of the contestants from multiple angles.
The highlight appeared in the "simulated live broadcast" in the second half of the first episode, when the newcomer anchors were suddenly asked to "broadcast" when visiting Jiaqi live broadcast, and they and the audience did not know that this was a "simulated live broadcast", the state of trust and the audience's current feelings were instant and real. He He, who performed well at the selection meeting, was not very comfortable with the camera, and Chen Chen, who seemed to be very experienced, and the sheepbox group encountered problems with cooperation, and these real states were recorded.
This idea was proposed by Li Jiaqi at the planning meeting, and it was quickly approved by everyone. "The format of the live broadcast itself is in line with the tonality of our program, and simulating the environment of live broadcast, which is very stressful for the players, helps them to stimulate their state, and at the same time, they can also intuitively see their shortcomings."
Li Jiaqi's "flash of inspiration" also provided inspiration for the subsequent design of the show, that is, "around the story that will occur during the live broadcast process itself, create scenes and events where the contestants can produce chemical reactions". The second phase of the in-app purchase meeting PK, the third phase of the offline sales test, the fourth phase of the offer battle, etc., are all designed around this inspiration.
Although there are some prescribed situations and important events, the performance and performance of each anchor in it is completely undisturbed, it is "each according to his ability", many plot reversals are born from this, and many unexpected stories will occur.
Outside of the program, the "people" involved are the core of the show's success. The greater viewing value of "All Girls' Anchor" also comes from the value mining of people in the e-commerce industry.
The true reproduction of the industry is the premise of understanding the value of anchors. "All Girls' Anchors" tests newcomer anchors step by step, from internal product selection meetings, to simulated live broadcasts, to offline contact with customers and brands. These links reflect Meijiang's deep understanding of the live streaming e-commerce industry and the professional understanding of anchors.
For example, the offline sales link of the third phase, on the surface, has little to do with the profession of "e-commerce anchor" online sales, but the core conveys the concept of "people-oriented" sales, Li Jiaqi also mentioned in the program that only offline contact with each customer, understand the needs of customers, and empathize, in order to have a better performance in the live broadcast.
"Growth" is the next key word to understand streamers. When choosing a newcomer anchor, in addition to the basic requirements of "love, persistence, and professionalism" mentioned by Li Jiaqi in the first issue, the show is more inclined to show those anchors who have room to grow, hoping that they can grow up with all the girls in front of the screen through the training they received in beautiful wrists.
Among the nine newcomer anchors, there are both Song Jiaqi and Zhou Lu, who have never been exposed to live broadcasting, as well as people who already have mature experience like Thunderbolt Squid and Chen Chen. Everyone wants to break through their bottleneck in beauty, such as Thunderbolt Squid who wants to continue to cultivate the perfume track, Chen Chen who hopes to find his own style, Zhou Lu who wants to complete the transformation from offline sales to online live broadcast, and so on.
The evolution of anchors in training and assessment constitutes the main story of the program. As the show progresses, many viewers have found their "one pick", will be happy for their growth, and will empathize with the pressure they are under.
In the offline sales link of the third phase, Liao Zhuhan was impatient because of poor performance, and later regained his state under the guidance and comfort of Li Jiaqi, which is the real mood swing of professionals that makes many people have a sense of substitution; Qiuqiu, who was at the bottom of the performance on the first day of offline sales, found a sales style that suits him on the second day and achieved a "headwind turnover", and the audience will also be happy for his growth.
At the same time, Jin Chun also mentioned that when selecting these nine newcomer anchors, the program team also tried to select people with different personalities. "I believe that the audience for this show is also different, so we want everyone to see themselves in these nine people, or feel some kind of energy."
When several anchors met in the first issue, the picture of "E people chatting together, and I people sitting in the corner silent" resonated with many barrages. In the process of the program, the personality of each new anchor is clearer, and there is also a clear label that the audience can remember.
It is undeniable that Li Jiaqi still has a unique content appeal, and many viewers opened "All Girls' Anchor" because of Li Jiaqi. In the show, his role is equally important, not only as a mentor to everyone, but also by leading by example and providing more useful growth advice to all new streamers as much as possible.
But as the show progressed, the newcomer anchors were gradually recognized and discussed by everyone, Zhou Lu had the nickname of "Pinguan", and Liao Zhuhan and Li Mingqian's "Keeping the Wallet" CP was also loved by the audience; They are also getting to know each other more and more, more like good friends who fight side by side, and a lot of new chemistry has developed as a result. Just as when Wang Wang, Ah Cheng and others appear on the show, the barrage will discuss as passionately as if they recognize an old friend, and Meijian is looking for and creating more anchors who can make the audience feel emotionally connected and trusted.
A new solution to "content + e-commerce"
From "All Girls' Offer" to "All Girls' Anchors", variety shows are a window to Meijian's understanding of content marketing.
If you look back at Li Jiaqi's successful path, you will find that content is an important driving force that cannot be ignored.
In the process of Li Jiaqi's cross-platform outing, short video slices on social media provided a lot of bonuses. "Oh my god" "Buy it!" Buy it! After the popular meme came out of the circle, the cute pet NEVER, who often appeared in the live broadcast room, also had its own IP, and the micro-variety show "The School Diary of the Naiva Family" became a healing content that accompanied many viewers.
"The Naiva Family's School Diary"
After that, the beauty wrist began to try the possibility of more in-depth content, and the variety show "All Girls' Offer" was born. Last year, the second season of this variety show scored 8.3 points. In the show, Li Jiaqi incarnated as the "mouth replacement" of consumers in the live broadcast room, and he would propose to the brand side during the negotiation that consumers were more willing to accept direct price reductions than gifts, and would compare the price mechanism of Double 11 and 618 in previous years, and even consider that the number of samples should meet the number of consumers who put together.
From the earliest Douyin slice out of the circle, to the Naiva series of content featuring "love and companionship", to the "offer of all girls" that delivers "rational consumption and happy shopping", content has always been the link between consumers and beautiful anchors.
These programs are all derived from the needs of users, and everyone hopes that in addition to watching the live broadcast, they can better understand the real state of Li Jiaqi outside the live broadcast room. "All Girls' Anchor" embodies the new insight of beauty self-made content to the needs of the audience.
Compared with "All Girls' Offer", which focuses more on product mechanisms and stronger e-commerce attributes, Meijian wants to find a content form that can better reflect the emotional connection between the live broadcast room and the audience, so "All Girls' Anchor" was born.
Beauty Wrist hopes to create a concept similar to "Happy Family for All Girls", with Li Jiaqi, Want Want, Qingzi and these new anchors as the protagonists, combining all aspects of "All Girls' Life" with Beauty Wrist's own business line to produce a series of content. "All Girls' Anchors" is just the beginning, and using this as a starting point to create a link between the anchors and the audience is the focus of the next step for beauty.
And whether it is Li Jiaqi or the happy family, the content is the bond. Compared with short-term traffic, Meijian has always paid more attention to cultivating trust between live broadcast rooms and between anchors and consumers. The construction of this sense of trust must be inseparable from the content, not only the slices spread on independent variety shows or short videos, but also the stories that occur in the live broadcast room, columns such as "Li Jiaqi's Small Class" and the values and concepts conveyed to users are all part of the content.
Content both conveys emotions and fosters cognition. "All Girls' Anchor" has deeper industry thinking. At present, the profession of anchor is "both close and distant" to the public, although many people are accustomed to shopping by watching e-commerce live broadcasts, but everyone actually does not understand the qualities required to become an anchor, and the reason for the scarcity of "excellent anchors".
As an incision for the public in the industry, "All Girls' Anchors" is also trying to include some industry issues into the discussion, such as "How to define a good anchor?" "What kind of service should Internet marketers bring to consumers?" and other issues, hoping to trigger new thinking about the industry.
After years of development, the live broadcast industry has reached the stage of seeking high-quality growth. Li Hao, founder of Karth Academy, once told Poison Eyes: "When live streaming e-commerce gradually matures, the competition around 'goods' is gradually leveled, and the content competition will be raised to a new height. ”
At the end of the day, the foundation of live streaming e-commerce is still content that attracts users to stay. Since its inception in late 2014, Meijian has transformed into a new content-driven e-commerce company. "All Girls' Anchor" represents that the beauty wrist has extended its tentacles to richer content forms, and has found its combination with e-commerce business, which is also a valuable exploration for the entire industry.
Although these contents do not directly produce commercial value, as a bridge between Meijiang and consumers, enough high-quality content can enhance users' sense of trust, generate a sense of companionship and deeper emotional bonds, and then complete the organic combination with the live broadcast e-commerce ecology, which is a difficult but correct path, and it is also a long-term strategy that Meijian has always adhered to.