On May 16, the U.S. ONE "6·18 Cheap and Cheap, Taobao Search Li Jiaqi" Li Jiaqi Super 6·18 Media Conference (hereinafter referred to as the "Conference") was held in Shanghai.
In this year's 6.18 promotion, the United States ONE will focus on user needs, focus on the price power advantage of "cheap and cheap", and focus on product power, content power, and service power to "increase" in an all-round way, so that the big promotion will truly return to users. It is reported that the matrix of the live broadcast room of the United States ONE will open a diversified and subdivided theme special session, innovate the live broadcast scene, intuitively reflect the product, and provide an effective reference for users' purchase decisions; At the same time, the United States ONE will test the digital human live broadcast for the first time, through the combination of AI technology and live broadcast, to provide users with more live broadcast time and more nuanced services, and announced that it will explore AI intelligent customer service, intelligent product selection and other live broadcast business applications.
Li Jiaqi said at the press conference, "In the past year's big promotion, my team and I are thinking about how to make the big promotion more innovative, and what surprises can the live broadcast room bring to users? This year, I think we should think more about what users really want, and what kind of big promotions consumers need."
Full sincerity to make the big promotion truly return to users
At the press conference, the VP of the United States ONE company Xinchuan explained "cheap and cheap", he mentioned that the Tmall platform directly provided a large discount of 300-50 for the big promotion, and will also provide category coupons and consumption coupons that can be superimposed, and the full discount will run through the entire promotion cycle, so that consumers can enjoy the maximum discount anytime and anywhere; On the basis of platform and merchant discounts, Mei ONE will continue to strive for the best product offers for consumers, and will also distribute large red envelopes to let consumers experience "cheap and cheap".
While highlighting the price power advantage, the big promotion also needs to consider comprehensively from the perspective of "what users need and what they like". On June 18 this year, Mei ONE expanded the product pool, enriched the theme and form of the live broadcast, not only to achieve "more complete goods" horizontally, but also to extend vertically, hoping to allow more consumers to gain richer product choices, more targeted shopping guidelines, and more innovative promotion experiences.
Mei ONE partners Wei Yinghui and VP Xinchuan respectively introduced the highlights of their three live broadcast rooms in terms of product richness and theme planning. It is reported that on the first day of the promotion, Li Jiaqi's live broadcast room will change the practice of the "Beauty Festival" in previous years, and start this year's 6.18 with "Beauty + All Categories Explosive Product Day".
"On the one hand, we hope that more consumers with different needs can accurately buy their favorite products on the first day of the promotion, without having to wait and wait, and on the other hand, setting up special sessions for different categories is also to meet the needs of relatively niche and segmented consumers," further explained Shinkawa, VP of ONE.
It is worth mentioning that on June 18 this year, Mei ONE also increased its efforts to innovate the live broadcast room scenes, and matched the rich categories, goods, and various live broadcast themes during the promotion through the visual presentation of multiple live broadcast scenes.
In this regard, Li Jiaqi added: "Like outdoor, offline supermarkets, and at home, live broadcast in these scenes with a great atmosphere of life will make the live broadcast more real, natural and relaxed, and even allow everyone to 'what you see is what you get', and immersively understand what needs different products solve and how much convenience they bring."
At the press conference, Mei ONE mentioned that its live broadcast room will actively try different live broadcast themes and forms during this year's promotion, hoping to change the inherent logic of live broadcast "recommendation" and "grass planting" through scene innovation, and reshape the path for consumers to contact different categories and products through visual experiments and other forms, and provide more direct and effective reference for their purchase decisions.
On top of sincerity, join hands with the brand to deduce the "new" meaning of service
In the face of a large number of products during the big promotion, consumers often do not know how to compare product advantages, which products are most suitable for them, and how to assemble orders for different products...... These pain points also put forward requirements for the pre-sale and in-sale services in the live broadcast room.
On the basis of fully considering the viewing experience of each user, during the June 18 period this year, Mei ONE continued to innovate the content columns inside and outside the live broadcast room, and classified and focused on consumers in more diversified presentation forms to further clarify their shopping needs.
In order to allow consumers to quickly match the good products they really need, Li Jiaqi's live broadcast room will still launch the "Big Promotion and Small Classroom" column this year, during which it will focus on the field of beauty and skin care, starting from the dimensions of category, applicable skin type, and price, and share pure content-based knowledge.
On the social media platform, many consumers have found that the form of the first big promotion class this year has "changed", the physical product has been put on the shelf, and the price mechanism, product quantity, and core selling points on the label are also clear at a glance. The VP of the United States ONE company Xinchuan also emphasized that the last issue of this year's small class is especially themed on "group goods Q&A", at that time, Li Jiaqi will do the combination of physical products for consumers in front of rows of shelves, more clearly and intuitively explain how to group goods more cost-effectively, and also let users "what you see is what you get".
In addition to content innovation, Mei ONE is also trying to combine new technologies with live broadcast to provide users with more convenient services. On the same day, the United States ONE announced a blockbuster action: on June 18 this year, the "All Girls" live broadcast room will test the live broadcast of digital humans for the first time, to fill the gap in the live broadcast time and service; Second, with the help of AI's powerful data capabilities, it can provide more timely and accurate user communication and cover user demands as much as possible.
Next, we also hope to build AI intelligent customer service to serve as a full-link consulting service for live broadcasting, so that when users need it, they can contact us", said Wei Yinghui, partner of ONE, in the future, Mei ONE will explore the application of more scenarios, and then gradually empower AI technology to the entire company and deeply integrate it into the whole process of live broadcast business.
The emergence of new technologies and new applications has provided a new way for live broadcast e-commerce to liberate productivity and improve production efficiency, and the industry is trying to combine it into actual business to expand. In this regard, Wei Yinghui further explained: "In the front-end live broadcast selection and quality inspection process, the intelligent product selection function can be used to refine the database of user feedback to form a 'selection wishlist for all girls', and provide basic product screening results to help the selection team make preliminary decisions, improve efficiency for the internal business team, and give users more nuanced service quality." ”
In addition, this year's big promotion, the United States ONE is still working with the brand to explore new paths and new ways to serve users, at the press conference, Li Jiaqi announced the new self-made variety show of the United States ONE - the brand boss to "all girls" for the 6.18 promotion. It is reported that during the promotion period, the brand boss will also be a guest in Li Jiaqi's live broadcast room, incarnating as the "No. 1 customer service" for all girls and boys, facing the "complaints", answering questions, and making "customer satisfaction" the only standard for providing services for the United States ONE and the brand.
At the end of the press conference, Li Jiaqi, Wei Yinghui and VP Xinchuan attended the launching ceremony, and made important commitments to the consumer services and rights protection of this year's 6.18 promotion: all live broadcast rooms of ONE will continue to do a good job in consumer services and protection, and will provide customers with "safe purchase" guarantee for special situations that cannot be fully covered by existing channels and measures, and solve customer problems by providing care and compensation in the live broadcast room, and truly implement "platform + merchant +". Live broadcast room "triple guarantee."