Li Jiaqi: At the curtain call
The dragon was coiled over the treasure and frowned in disgust.
One
In 2015, Li Jiaqi worked as a teller at L'Oreal Nanchang, with a monthly salary of 3,000 yuan, enough to buy an eyebrow pencil a day.
He sold costumes, taught dance, worked as a bartender, and danced for L'Oréal's annual party, so he got a job.
When he was studying, he studied dance at Nanchang University, and in addition to practicing dance, his hobby was makeup. After working at the counter for a week, the counter manager commented that he "knows how to please girls".
Li Jiaqi's sales secret is "to stand on the side of all girls", "I want to turn you into my potential customer and always follow me to buy".
He was good at observing words, and once a casually dressed customer appeared, no one took care of it, only he took it, and the result was 30,000 yuan. The female customer said that after visiting the mall for so long that day, only Li Jiaqi took the initiative to step forward.
However, even if it is successful, the future of tellers is mostly slim. Li Jiaqi is following the flow in the chaos, his rental house is on the 8th floor, there is no elevator, and he is very happy to eat a bowl of mixed flour for 3 yuan every morning.
In the winter of 2016, ONE and L'Oreal cooperated to test the waters of beauty consultant live broadcast. L'Oréal pulled a group of more than 200 people and asked the consultants to upload short videos introducing themselves, and few responded.
The next day, only a dozen people uploaded the video, and finally 7 people were selected, and Li Jiaqi was one of them.
In front of the camera, he spent seconds like years, at a loss, the first live broadcast audience totaled 79 people, a person with an ID named Fupeng did not stop talking, only to learn later that Fu Peng, a colleague in the shopping mall opposite.
In the first month of the live broadcast, less than 500 people watched it every day, and after 3 months, everyone was unwilling to insist, only Li Jiaqi continued.
He insisted until the Spring Festival in 2017, and also had the intention of retreating, and after the tonsils became inflamed, he stopped broadcasting for a month.
The operation colleague persuaded him to last for 3 days, he sat weakly in his chair, turned on the camera, and only to catch up with the manual recommendation, 20,000 people poured in.
A whole new game begins. He has to live stream for 6 hours a day, and if he sticks to it for 30 days, he will win the traffic recommended by the platform, which he calls a "6-hour marathon".
After insisting on it for 27 days, he got off the air early, everything was cleared, and he could only grit his teeth for another 30 days. Those flows are like bait on hooks.
A bigger bait appeared, and the boss of Mei ONE found him: someone livestreamed for a year, changed a good car and a good house, and bought a new house for his parents, maybe you can too.
In the early morning of June 2017, Fu Peng, who resigned as the store manager, drove Li Jiaqi and Li Jiaqi's dog Never to Shanghai to seek his dreams.
Many buildings in that city have to look up, the wet season is intense, Li Jiaqi and Fu Peng live broadcast in the dark, and they are scared by 88 bowls of ramen and almost flee.
The company quickly laid out a course for him: live reality TV. Combined with teller experience, reality shows also have a personality: people who make all girls trust.
Golden sentences began to appear frequently in the live broadcast room: "It's not right to eat instant noodles for 1 month for a big-name bag", "When the economy is not good, try to choose the right product for yourself".
A girl with a monthly salary of 5,000 asked about luxury goods, and Li Jiaqi advised her to "rent a house to spend money, buy down jackets and quilts when winter comes, and buy them when you have more money." Fans once summed up Li Jiaqi's heart-warming quotes.
Fans asked him if cheap lipstick would make his lips rotten, and he calmly said that he usually wears 29 pieces of lipstick. Once, he had a poor experience trying lipstick, angrily denouncing "It's bought to play, my fans don't have much money."
In his live broadcast room, there would always be samples, giveaways, coupons lined up, as if all the profits of the merchant had been squeezed out, and the girls passing by heard "All girls, 3!" 2！ 1！ On the link! "I feel like I've found an organization.
The fanatical girl wrote on Weibo: Even if the whole world abandons you, Li Jiaqi's live broadcast room will not abandon you.
That year, Li Jiaqi participated in "Interview with Yang Lan" and said: His biggest advantage is that he will think about things from the perspective of consumers.
The successful character made fans surge, Li Jiaqi said: "I am like riding on a rocket, lucky enough to be a little afraid of this time, I am afraid that the rocket will fall one day without fuel." ”
He broadcasts 389 times a year, and in the end his life is completely ruled by tables: 3 to 7 p.m. selection, 8:15 p.m. thunder starts broadcasting, 12 o'clock replays are broadcast, and 4 a.m. sleeps. The 4-piece set on the bed is a commodity for sale, and it is right to be inspected.
He and the symbol named Li Jiaqi increasingly overlapped, and finally there was no self. He went to Shanghai for two years, went out little, and his life was full of data.
It was 2019, when the data was stormy, and countless girls in small cities swiped their mobile phones and poured into the live broadcast room to try new ways of consumption.
They felt that Li Jiaqi, who had a gentle eyebrow on the screen, was their own person, and they didn't know how far apart the inside and outside of the screen were.
Two
At the beginning of the live broadcast, the girls' impression of Li Jiaqi was "submissive", the barrage said that he didn't like stripes, he immediately went to change, said that his hair was messy, and he immediately combed it.
However, after the fire, the speech gradually disappeared, and he liked to listen to the voices from above.
In 2019, his monthly income exceeded 7 figures, surrounded by celebrities and presidents. He flew to Paris to visit Guerlain's headquarters, and when celebrities asked him what he liked to drink, he said beer, which he disagreed with and persuaded him to try champagne.
"Now that I think about it, the sound of clinking champagne glasses is indeed much more wonderful than beer glasses."
When he saw the president of LVMH Greater China, he nervously didn't know where to put his hands and feet, and after returning he repeatedly talked to the team about meeting, "I want to be like him."
He has more and more halos, took covers of five magazines, appeared on "Happy Camp" to test the entertainment industry, and 8 bodyguards opened the way when traveling, because the bodyguards pushed the passers-by and were also on the hot search.
He is no longer grassroots, and it is more difficult to share feelings in the live broadcast room. During the live broadcast, he rarely said "I", but changed his name to "Li Jiaqi".
The live broadcast room began to have frequent accidents, non-stick pans sticking to the pan on the spot, hairy crabs were in doubt, and even strange remarks such as "fat girls only use extended sanitary napkins" and "pregnant mothers are ugly if they are ugly".
When Yang Mi participated in the live broadcast, Li Jiaqi said that "eating this jelly is very good to have a mouthful", and the whole network was in an uproar.
In the controversy, the assistant Fu Peng carried the pot many times, and finally, Fu Peng also left, leaving a message on Weibo saying that he "went all out to develop his interests and career". Li Jiaqi was honored as "Fu Zong" in the comments.
In 2020, the news said that Li Jiaqi threw 130 million yuan to buy a 780-square-meter penthouse on the top floor of Shanghai Yunjin Oriental.
The mansion has three floors, and there is a hanging garden on the third floor, and a girl commented, "Every lipstick you sell contributes a brick." ”
The dogs in the mansion have become Internet celebrities, in 2021, Li Jiaqi's dog Never endorses animal eye shadow, with sales of more than 10 million, and it is rumored in the rivers and lakes that "the results of 90% of the anchors in the country are not as good as Li Jiaqi's dog!" ”。
Three
After the chicken dog ascended to the sky, Li Jiaqi has become the ruler of traffic, and at his peak, he had 460 million live broadcast views, and he could win a brand alone.
When live streaming selection, he has absolute right to speak, and the person in charge of beauty held a box of lipstick samples for him to choose, he said that he would produce which one to sell, and he said that he would prepare as much inventory as he could. Sometimes, people waiting to see him lined up all the way to the terrace.
Just like Hua Xizi on the cusp of this storm, Li Jiaqi and his monopoly symbiosis, capital is forming a closed cycle. Due to the fact that the traffic belongs to only a few people, Li Jiaqi is negatively affecting the development of domestic brands.
In 2019, Li Jiaqi was angry in the live broadcast, "The fans who bought the baby just now immediately returned it and gave all the bad reviews, and it was my fans who listened to me right." ”
The reason for the anger was that the manufacturer did not give him the lowest price on the whole network, and because Lancome did not give the right price, he announced that he would "ban Lancome forever".
He is no longer a single anchor, he said that the brand side gave him the new title of "supernumerary product manager", and he introduced Hua Xizi in Lu Yu's appointment:
"In two years, all the girls should know this brand, it is really good, and I help them check everything without pay."
There are few believers in the market about not being paid, on the contrary, the saying that high commissions are deeply bound is widely circulated, even if Hua Xizi responded several times that the commission is the industry average.
On the evening of March 6, 2021, in Li Jiaqi's live broadcast room, 17.53 million viewers watched, Li Jiaqi repeatedly emphasized that "Li Jiaqi pushed up the flower Xizi!" ”
Some viewers left a message complaining about the quality of the product, and suggested that Li Jiaqi should not blow brainlessly, in front of the camera, he frowned and said:
"Don't talk about how Hua Xizi is (bad) anymore, I just want to recommend all the girls who love the country."
After that, in the live broadcast, and then Tihua Xizi, he used the word "we".
Four
In 2021, Li Jiaqi was selected into the "Next Generation Top 100 Influential People List" selected by Time magazine in the United States. In the same year, he was also named New Economy Person of the Year, no longer as an anchor, but as an Internet marketer.
It's cold in high places. After the media interview, I saw that he sat alone in a chair for ten minutes, no one spoke to him, and his eyes fell into the void.
In September 2022, Li Jiaqi resumed broadcasting after 4 months of hiatus, and the mantra changed from "OMG, buy it" to "rational consumption, happy shopping".
However, it seems that it is becoming more and more difficult for him to find happiness, and he mentioned in the live broadcast that he "don't want to broadcast anymore", and was interrupted by the new assistant in time "You have to broadcast".
Days go back and forth in systematic algorithms and marketing techniques, but Li Jiaqi is impatient to repeat. That ladder was no longer important, he had climbed high enough.
From Nanchang to Shanghai, more than 700 kilometers, only 8 hours by car; And from the working class to Forbes' rich under 30, it is a height that ordinary people cannot reach in their lifetime.
From above, he began to comment on beings from a top-down perspective.
On September 10, some fans questioned Hua Xizi's eyebrow pencil becoming more and more expensive in his live broadcast room, and Li Jiaqi asked rhetorically:
"Where is it expensive? It's been this price for so many years Well, don't talk nonsense with your eyes open, it's hard for domestic brands ... Sometimes you have to find out your own (the) reason, has the salary risen or not over the years, have you worked seriously, okay?
That eyebrow pencil 79 yuan, netizens calculated down gram gold. And those who he said did not work seriously and did not raise their salaries were "all the girls" who made him popular for many years.
During the live broadcast, he knew that something was wrong, and when he saw the angry comments brushing the screen, he said in a low voice: "Alas, anyway, Li Jiaqi's state before is completely out of sight... Why not be a sleek person? ”
He said that he sat in the live broadcast room every day "with a headache to death", and he could actually stop working.
After the broadcast, at 1 a.m., he apologized on Weibo: "I didn't start with 'all girls' today, because Li Jiaqi disappointed everyone..."
However, disappointment continues to spread like a cold wave. The Weibo comment said, "No amount of typing can stop the real arrogance in your heart when you live broadcast." He lost more than a million followers on Weibo.
The next day, he cried and apologized in the live broadcast room, and then went live after crying. Netizens said, "Give me 5.08 million a day, I cry much more sincerely than him." ”
It's not just fans who draw the line, a chain reaction is happening. After the incident, China Economic Weekly wrote that new domestic beauty products are accelerating their escape from Li Jiaqi, and only by not relying on Internet celebrities can they have their own brands.
The live broadcast room of bee flowers, lotus flowers, white elephants, and snow lotuses is bustling, deeds speak louder than words, a whale falls, and all things are born.
For Hua Xizi, Chengye Li Jiaqi, defeat also Li Jiaqi, monopoly brings high-speed rise, but also means that the binding is damaged.
For more domestic brands and all girls, the harm hidden behind has only been fully revealed here.
Previously, Li Jiaqi said in an interview that many girls plucked out their feathers and inserted them on him:
So when I'm flying, I have to take care of these feathers, because I think that if I pull them off my body again, the price is blood.
Now, he plucked those feathers with his own hands and said goodbye to himself.
Li Jiaqi is bidding farewell to Li Jiaqi, domestic brands are making other deformed dependence, and we are also bidding farewell to the era of grassroots popularity.
In fact, there are no grassroots, no peers, no own people, everything is just collusion in the business era.
……
In the parallel universe, Nanchang teller Li Jiaqi has been in the industry for 8 years and has a good income, but there is little left after paying the mortgage.
At night, he opened the live broadcast room and saw the anchor he had supported for several years and regarded as a companion, frowning and saying to him:
Have wages risen for so many years, have you worked seriously? If you can't afford it, look for your own reasons.
It was late at night. He silently turned off the live broadcast.
