Produced by | Bullet Finance
Author | Chen Chen
Edit | lightning
American Editor | Qianqian
Audit | Ode
"I heard that 618 is going to cancel the pre-sale this year!"
The "618" promotion has not officially arrived, and the topic of "canceling the pre-sale" has already stirred up thousands of waves on social platforms.
The pre-sale mechanism was originally born to reduce the pressure of merchants to stock up and extend the shopping decision-making period of consumers, but with the superposition of the preferential mechanism, the pre-sale mechanism has become dazzling. Consumers call it a "headache".
At the beginning of May, Taotian Group announced that this year's Tmall "618" will cancel the official pre-sale link. As the head live broadcast room of Taobao, the "618" activity strategy of Li Jiaqi's live broadcast room is also "new", and it is an unexpected action - to keep a day of pre-sale.
1. The "gameplay strategy" that can be easily "played": do not play routines, convenience first
"Wait a month for delivery, the weather is warmer", some netizens posted a screenshot of the order to buy pre-sale clothing, and the product page has words such as "pre-sale" and "delivery within a month". This means that once a pre-sale item is purchased, consumers are faced with a "long wait".
Consumers have been suffering from pre-sales for a long time, which makes people wonder, "Can the pre-sale mechanism be canceled"? Even Li Jiaqi once acted as a "mouthpiece" for consumers in the live broadcast room - hoping that the platform would cancel the pre-sale and simplify the shopping process for consumers. Fortunately, this year's 618 promotion finally "listened to persuasion".
However, the big promotion suddenly updated the purchase mechanism, which also made some consumers start to have new worries. "What should I do if I don't have a pre-sale and I don't have time to make up the order?"
The rules of the big promotion update, Li Jiaqi's live broadcast room followed up to update this year's 618 gameplay, and the solution of Mei ONE is to retain a one-day pre-sale period.
"Be sure to play on May 19th", Li Jiaqi repeatedly knocked on the blackboard, before the arrival of 618, he explained in detail this year's "618 gameplay strategy" in the live broadcast room - this year's "Li Jiaqi Super 618" will start on May 19th, which is one day earlier than the official 618 event.
On the live broadcast schedule, there is a row of small words written under the 519 special session - "Pre-sale is only one day". It turned out that Li Jiaqi's live broadcast room started the first special live broadcast two days in advance, in order to leave a sufficient buffer period for consumers on the basis of the new rule of "canceling pre-sale", and set aside one day of pre-sale time to facilitate consumers to make orders.
The actions that Li Jiaqi's live broadcast room chose to make on the basis of the official new regulations are essentially based on the consumer's shopping experience. The one-day pre-sale period abandons the disadvantages of long pre-sales, but it can leave enough time for consumers to calculate the full discount unhurriedly, and it can also allow consumers to buy cheaply and enjoy the maximum discount. For consumers, buying cheap is the original intention of paying attention to "big promotions".
"In fact, it's good if there aren't so many routines for pre-sale", some netizens said on social platforms, "Sometimes it's hard to get together an order, and individual products are out of stock, and you have to make it up again." A one-day pre-sale can just leave time to make up the order, which will not be rushed, and can buy a "good deal" under the rule of full reduction to the greatest extent.
Speaking of "How to buy 618 more cost-effective?" Li Jiaqi listed the product categories of each special session during the 618 period, and consumers only need to pay attention to the corresponding special sessions according to their own situation, saving the time of "squatting" in the live broadcast room. In addition to being divided by category, the special session of Li Jiaqi's live broadcast room on May 19 gathered all categories of popular models, including beauty, and concentrated the "cost-effective" popular models on the same day.
This is not the first time that Li Jiaqi's live broadcast room has brought "new gameplay", Li Jiaqi's live broadcast room has new surprises every year, but the underlying logic behind it is not just to keep up with the pace of the platform, but also to consider consumers. These changes are essentially to "reduce the burden" on consumers, add with sincerity, and subtract from "play".
2. What really adds points is the principle of "consumer-oriented".
On the track of "consumer experience", Li Jiaqi's live broadcast room has become the only one in the industry.
As soon as the big promotion comes, the strategy of searching Li Jiaqi's live broadcast room has become a fixed link before many consumers place orders. If you don't know "whether to buy or not" or "what to buy", glance at the live broadcast preview and small class summary in Li Jiaqi's live broadcast room, and you will soon have the answer.
In 618 in 2021, Li Jiaqi began to teach consumers in the live broadcast room for the first time, and put out the blackboard from time to time to highlight the key points, and helped consumers quickly choose products suitable for themselves on the basis of checking the goods. Li Jiaqi is the first one in his peers to be so "not doing business", and every year he is "rolling" new ideas on this road of "not doing business".
Li Jiaqi's vertical category special session in the live broadcast room creates a shopping experience comparable to that of offline supermarkets, but in the small class on the occasion of 618 this year, he really moved the offline supermarket cabinet into the live broadcast room.
What is it like to take a class at a supermarket? may only be known to consumers who take classes in Li Jiaqi's live broadcast room "Super 618 Strategy Class".
As he spoke, Li Jiaqi casually picked up the product from the shelf, unpacked the package and displayed the texture of the product. Not only did he take classes in the live broadcast room, but he also "went shopping in the cloud" in the live broadcast room, and the new tricks of Li Jiaqi's live broadcast room once again refreshed the possibility of live broadcast creativity.
The original intention of the scene-based live broadcast is to serve "all girls", by simulating the real scene of offline supermarkets, so that consumers can "immerse themselves in understanding the corresponding products, and what needs these products solve and how much convenience they bring".
The confidence to take classes in the live broadcast room comes from the accumulation of the live broadcast room team over the years. Li Jiaqi's live broadcast room has always been ahead of the industry in terms of insight into the beauty and skin care track. In addition, it has also been deeply engaged in the field of all categories for many years. Product selection, investment promotion, and compliance, the middle office team checks every link from product selection to broadcasting, and has formed a mature product selection compliance mechanism.
These are also the core competitiveness of the team, and Mei ONE chooses to use its own unique advantages to serve consumers, "classes" and "cloud shopping" are ultimately to bring consumers a worry-free shopping experience, and the underlying logic is the return of "consumer-oriented".
"We also know that no matter how the gameplay of the promotion changes, what users care about most during the promotion period is always genuine, inexpensive and considerate service." Wei Yinghui, partner of ONE, said at the press conference of Li Jiaqi's Super 618.
The huge selection pool, rigorous selection mechanism, and the team's years of experience have made it possible to "take classes" in the live broadcast room, and thus accumulated consumers' trust in the "small class".
Even if you don't buy things from Li Jiaqi's live broadcast room, some netizens will take screenshots to save these strategies as a reference for selecting products.
And the extended services provided by Li Jiaqi's live broadcast room are not limited to this.
It has been two years since the "All Girls Member Service Center" mini program was launched, and when you want to buy something, you can read the live broadcast preview and make an appointment with one click. For many consumers in Li Jiaqi's live broadcast room, it has become a habit to understand the preferential mechanism and make an appointment for live broadcast through the mini program.
The service of Li Jiaqi's live broadcast room extends beyond the live broadcast room, covering almost the whole process from purchase to after-sales, and Li Jiaqi's live broadcast room also has "the most solid guarantee" - after-sales service, and No. 1 customer service is a green channel for after-sales service for consumers. "We can say with great certainty that the triple after-sales service of ONE can protect the consumer rights and interests of all girls throughout the process and bring consumers a worry-free service experience," said Shinkawa, an executive of ONE. ”
Starting from the consumer-oriented, the United States ONE team depends on "cheap and cheap" and "service and service", and establishes a deep link with consumers with double sincerity.
Stripping off the operating logic and gorgeous modifiers behind it, all the original intentions of Li Jiaqi's live broadcast room can be summed up in a simple sentence, as Li Jiaqi said at the "Li Jiaqi Super 618 Conference": "I hope that every consumer who comes to Li Jiaqi's live broadcast room can buy happily and buy the most suitable products." ”
"Service" ultimately refers to "users", that is, consumers in the live broadcast room. When live e-commerce was just emerging, the business logic of "data first" prompted some practitioners to "grow savagely" in the pursuit of profits. However, as the industry matures and consumers become more and more rational, those who can finally keep consumers in the live broadcast room for a long time are still the ones who really "serve with heart".
Under the logic of "service first", the competition in the live broadcast room has shifted to the consumer experience, and how to serve users well has gradually become a new proposition that each live broadcast room needs to deal with before the big promotion. "Let the big promotion truly return to users", and also let the live broadcast room truly return to the consumer-oriented.
*The title image in the article comes from: Camera.com, based on VRF protocol.