Li Jiaqi couldn't wake up 618

Alphabet list

2024-05-25 08:50Published in Beijing, creators in the field of science and technology

Li Jiaqi said that 618 is difficult this year.

According to the data of "Qingyan Intelligence", on the first day of Li Jiaqi's 618 pre-sale, the GMV (total merchandise turnover) of the beauty category in the live broadcast room exceeded 2.675 billion yuan, a year-on-year decrease of 46%. According to the statistics of "Blue Eye Intelligence", the GMV of Li Jiaqi's live broadcast room in the first beauty pre-sale of 618 in 2023 will be about 4.977 billion yuan.

Source: Blue Eye Intelligence

Li Jiaqi's 618's "first shot" failed to fire. The United States did not deny the above data, saying that the rhythm of Li Jiaqi's live broadcast room this year's promotion is not consistent with the past, and it chose to reserve one day (19th) of pre-sale time for more users to participate in the platform discount, and transfer it to spot on the 20th, and start selling at a consistent rhythm with the Tmall platform, "As of May 20th, the GMV of 618 schedules in Li Jiaqi's live broadcast room has exceeded the same period last year. ”

As an important shopping festival on the e-commerce platform, 618 and Double 11 are undoubtedly important nodes to test the ability of big anchors to bring goods. Since the 79 yuan eyebrow pencil incident last year, Li Jiaqi's GMV on the first day of double 11 and 618 pre-sale has had a significant downward trend.

According to a number of media reports, on the first day of Double 11 last year, the sales of Li Jiaqi's live broadcast room were 9.5 billion yuan, which has decreased by more than half compared with the same period in 2022 and hit a new low in the past three years. In 618 this year, the GMV on the first day of pre-sale in Li Jiaqi's live broadcast room was 2.675 billion yuan, a year-on-year decrease of 46%.

According to the market data of total cosmetics retail sales, compared with the average annual compound growth rate of 9.9% a few years ago, the growth rate of China's cosmetics market has dropped to about 5% in the past two years.

However, it cannot be ignored that Li Jiaqi, as the benchmark anchor of Taobao Beauty, also represents the general trend of Taobao Beauty to a certain extent in his GMV on the beauty special. It is a fact that in recent years, beauty platforms such as Douyin and Kuaishou are catching up with Taobao, especially Douyin. Last year, the GMV of the cosmetics market in Tmall + Taobao channel exceeded 200 billion yuan, while Douyin was 168.37 billion yuan, and the gap between the two sides is narrowing.

Li Jiaqi is difficult, the difficulty is not only that he "can't bring" the goods, but also that his "position" is also being chased by latecomers, and it is even more difficult that this festival that creates the myth of big anchors is cooling down rapidly, whether it is an anchor, a platform, a user or a business, the attitude towards 618 has gradually become "cold", and the most positive seems to be only Li Jiaqi, who not only sent 300 million red envelopes, but also participated in "Brother Who Overcame Difficulties" to strive for popularity and traffic.

A

Before the start of 618 this year, Li Jiaqi admitted that 618 this year is difficult.

On May 16, at the ONE 618 kick-off meeting in the United States, Li Jiaqi said: "Is it difficult to promote this year's 618? I think it's difficult, but I like to find a breakthrough in the difficulty, push myself in the difficulty, and then see what we can bring to the user. ”

The "breakthrough point" that Li Jiaqi found was to tap a new traffic pool. A few days later, Li Jiaqi was rumored to be going to participate in Mango TV's ace variety show "Brother Overcoming Thorns" (hereinafter referred to as "Brother Phi"). As a popular music competition variety show of Mango TV in recent years, it often dominates the hot searches of major social platforms, and its ratings and influence should not be underestimated. Maoyan Professional Edition shows that the cumulative number of Mango TV broadcasts in the first three seasons of "Brother Phi" has reached 18.6 billion, and the cumulative number of Weibo topic readings has reached 155.5 billion.

And the biggest role of the show is to praise popular artists, such as the popular Dawan brother brother; "Sister Lang", which is positioned in the same position as "Brother Phi", has also become popular with many out-of-fashion artists, such as Wang Xinling and Mei Yi Liya. For Li Jiaqi, participating in this variety show is of obvious significance to increase exposure, consolidate existing traffic and tap new traffic.

Sure enough, in the live broadcast on May 21, Li Jiaqi confirmed the rumors that he would participate in the recording of the show, and he admitted frankly that the reason why he decided to participate in this variety show was mainly to make money, "I am here to make money, and I want to give you red envelopes when I make money." ”

At the important node of 618, participating in a national variety show with topicality and high attention, it is not difficult to see that Li Jiaqi wants to "increase exposure, attract more fans, and thus increase the volume of transactions in the live broadcast room".

Li Jiaqi said that the last shopping festival promotion before "difficult" was last year's Double 11. According to Securities Daily, during the "Double 11" period in 2023, Li Jiaqi's sales on the first day reached 9.5 billion yuan, a year-on-year decline of more than 50%. In the same period in 2022, Li Jiaqi's live broadcast sales accounted for nearly one-third of the total sales of "Double 11", and in 2023, this proportion will also drop to about one-quarter.

These changes occurred after September last year, when Li Jiaqi's 79 yuan eyebrow pencil "where is it expensive" caused him to fall into a storm of public opinion. Until now, Li Jiaqi's fans are still falling, and the number of fans is 28.09 million so far, compared with the highest point of 30.435 million, and the cumulative loss of fans is 2.34 million.

For example, Li Jiaqi's sale of new Chinese-style tops in the live broadcast room was questioned as a "shroud", and Li Jiaqi's sentence when selling dresses was "may be different regions, and Shanghai beauties wear it like this", which was also accused of "superiority" and "regional discrimination". The fermentation of public opinion on a small scale still has an impact on Li Jiaqi's reputation.

Since the beginning of this year, Li Jiaqi's live broadcast time has been further reduced. For example, from April 25th to May 5th, Li Jiaqi's personal live broadcast room was broadcast live by the assistant broadcaster, and Li Jiaqi disappeared from the live broadcast room for 10 days.

In terms of platform, the pressure on Li Jiaqi is not small. Taobao is creating a "Li Jiaqi replacement". In February this year, Taobao officially established a live broadcast e-commerce company to provide "nanny-style" fully managed operation services for celebrities, KOLs, and MCN institutions who are interested in entering Taobao to start broadcasting. Storecast is experiencing rapid growth. In 2023, there will be more than 27,000 stores with a turnover of more than one million on Taobao Live, and nearly 4,000 live broadcast rooms of stores with a turnover of more than 10 million. On the day of Double 11 in the same year, Taobao had 89 live broadcast rooms that exceeded 100 million yuan, of which 64 were store broadcasts.

Cheng Daofang, general manager of Taobao Live Division, said bluntly: "2023 is the first year of the outbreak of store broadcasting, and store broadcasting has been upgraded from the business tool of Taobao and Tmall merchants to the core business position. "To a certain extent, new influencers and store broadcasters are constantly eating away at the traffic and sales of Li Jiaqi's live broadcast room.

And Li Jiaqi had to look for the new traffic, as well as the disappearance of the "lowest price on the whole network" weapon. The alphabet list once analyzed the "79 yuan eyebrow pencil" incident, and behind Li Jiaqi's emotional loss of control was actually Li Jiaqi's loss of control over the lowest price. And last year, Jingdong publicly "tore" Li Jiaqi's battle of public opinion, which can be regarded as tearing the last layer of paper of the big anchor's "low-price agreement". Obviously, the concept of "the lowest price on the whole network" can no longer become a powerful tool for big anchors to attract traffic.

This year, when Taobao canceled the 618 pre-sale, Li Jiaqi added one more day of pre-sale, and even began to warm up ten days before the start of the 618 pre-sale, maintaining a high pre-heating intensity one day a day.

Even if the warm-up intensity increases, Li Jiaqi's appeal in beauty is weakening. According to the "Blue Eye" report, this year's 618 Li Jiaqi live broadcast room has a total of 371 beauty products on the shelves, compared with the situation of selling out on the shelves in previous years, only 3 product links show that they have been taken off the shelves, and other products can still pay a deposit.

Behind Li Jiaqi, it is also the general trend of the entire super anchor "bringing the goods". From the disappearing big anchor to the retreating big anchor, whether passive or active, the situation faced by the big anchor has never been so severe.

B

Li Jiaqi is difficult, not only in the face of the reality that he can't bring the goods, but also in the general trend that the entire Taobao beauty is being overtaken by other platforms such as Douyin and Kuaishou, and the status of the "first brother of beauty" is also being shaken.

The reason why Li Jiaqi has become the first brother of Taobao and sits firmly on the throne of "first brother of beauty" and "first brother of lipstick" on the whole network is related to his ability to bring goods, but it is also related to Taobao's long-term leadership in the field of beauty, so that Taobao has enough superior resources to support Li Jiaqi.

And now, the situation is changing, and a big trend is: Douyin and Kuaishou Beauty are stepping up to catch up with Taobao Beauty.

Although the "2023 China Cosmetics Yearbook" shows that the GMV of the cosmetics market on Tmall + Taobao channels will exceed 200 billion in 2023, it is still the largest beauty e-commerce. But the overall trend is that after entering 2023, Douyin's beauty and skin care sales will increase significantly, while Taobao and Tmall will begin to decline.

Obviously, platforms such as Douyin and Kuaishou are stepping up to catch up with Taobao Beauty. According to the data, last year, the GMV of the cosmetics market in Douyin channel was 168.37 billion yuan, an increase of 47% year-on-year; The GMV of the Kuaishou channel cosmetics market was 40.49 billion yuan, an increase of 79% year-on-year.

The gap between Douyin and Taobao in the beauty sector is narrowing, and at one point it briefly surpassed Taobao. According to the report "Beauty: Douyin Sales Growth Unabated in May, Domestic Brands Continue to Differentiate" released by Capital Securities last year, in May 2023, the GMV of Douyin cosmetics surpassed Taobao and Tmall for the first time.

Source: DT Business Observer

The changes in the basic beauty market of the Douyin platform have also bred the emergence of more "Li Jiaqi replacement". And Li Jiaqi's action of expanding the category itself also objectively provides an opportunity for other anchors to break into his position.

The alphabet list has analyzed that the current Li Jiaqi live broadcast room has gradually shifted its focus to the sales of fast-moving consumer goods, fashion clothing and casual snack products. Judging from the festival promotions such as Double 11, 618 and the New Year's Festival in the past two years, there are fewer and fewer beauty and "lipstick festival" special sessions in Li Jiaqi's live broadcast room.

With the expansion of Li Jiaqi in other categories, the rise of beauty brand store broadcasts, and the birth of more beauty anchors on the market, Li Jiaqi's "beauty" mentality in the hearts of users is getting lower and lower, resulting in consumers no longer just staring at Li Jiaqi.

For example, in the past two years, on Douyin, there have been many "Li Jiaqi replacements", although the appeal of beauty products is still not comparable to Li Jiaqi, but it has also eaten away at Li Jiaqi's basic plate to a certain extent.

At the end of January this year, Dong Yuhui's "Walking with Hui" live broadcast room officially brought cosmetics, and the beauty and skin care products on the shelves included Estee Lauder, L'Oreal Paris, Kiehl's and other big-name beauty products, with product prices ranging from 118 yuan to 1150 yuan. In one day, the sales of beauty and skin care products in the live broadcast room were 5 million to 7.5 million yuan.

Dong Yuhui's live broadcast room also has a "big-name beauty" special session in the special session of rushing to 618, and on the same day, Kiehl's, Yves Saint Laurent, SkinCeuticals, Armani and other big-name beauty products were also on the shelves, and the sales of beauty products exceeded 5 million yuan without Dong Yuhui's explanation.

Dongfang Selection Beauty Life has long been a leader in the field of Douyin beauty, and when the anchor is only a small anchor with 2 million fans on Douyin, it has broken into the top ten of the monthly list of Douyin for many times, and has also set a record of 80 million yuan in sales a day. In this year's 618 beauty special, the GMV of Oriental Selection Beauty Life reached 10 million yuan on May 23.

Jia Nailiang is the "first brother of Douyin" in the field of beauty, during this year's 618, Jia Nailiang has opened a number of beauty special sessions that rush to 618, since May 10, Han Shu, L'Oreal Paris, Kefumei live broadcast special, as well as international brand beauty special. The minimum GMV of the live broadcast special also reached 50 million-75 million yuan, and the highest GMV also sold 200 million+ in one day.

A noteworthy phenomenon is that Douyin's marketing ability in the beauty field has gradually surpassed Taobao, which has also led to beauty brands wanting to "become popular", and Douyin's traffic rules are more applicable.

For example, Han Shu will not even enter the top 20 on the Douyin list in 2022, and in 2023, he will be ranked first in the beauty sales fault. Han Shu's parent company, Shangmei Co., Ltd., also mentioned in the financial report that Han Shu's revenue of 3.090 billion yuan in 2023 is mainly due to the Douyin platform, and Han Shu's GMV on Douyin will reach 3.34 billion yuan in 2023.

C

Behind Li Jiaqi's immovable beauty is the malaise of the entire beauty field.

Judging from the overall market data of total cosmetics retail sales, the growth rate of China's cosmetics market has slowed down significantly in the past two years. In 2023, China's total retail sales of cosmetics will be 414.2 billion yuan, a year-on-year increase of 5.1% and an increase of 2.9% compared with 2021; From 2015 to 2019, China's total retail sales of cosmetics grew at a compound annual growth rate of 9.9%. From January to April 2024, China's total retail sales of cosmetics increased by 2.1% year-on-year.

Under this trend, the growth rate of beauty on multiple platforms is declining. According to Qingyan Intelligence data, the total GMV of Douyin skin care and makeup reached 14.172 billion yuan in April, a year-on-year increase of 32.66% and a month-on-month decrease of 8.87%, and the total sales of Tmall beauty fell 10.35% year-on-year.

In addition to the basic sluggishness of beauty, the decline in the popularity of 618 year by year is also one of the reasons why Li Jiaqi cannot bring goods, and what "cools down" 618 may be the major e-commerce platforms that created this festival in one fell swoop.

The first is daily promotion, the concept of "the live broadcast room is 618 every day" on major e-commerce platforms is deeply rooted in the hearts of the people, and the "crazy low price" can no longer attract the audience who are addicted to the live broadcast room every day.

The second is the attitude of e-commerce platforms towards 618, compared with previous years, this year's major e-commerce platforms seem to be lying flat.

Last year618 was the most volatile year for e-commerce platforms, Taobao shouted "the largest investment in history 618", Jingdong shouted "This year's Jingdong 618 is the largest investment in the whole industry", Douyin, Kuaishou also offered an unprecedented huge subsidy. But in the end, it turned out that this was just the platform's self-congratulation, and merchants and users no longer bought it, and failed to make a splash.

According to CNMO, the total merchandise transaction volume of the 618 network will reach 798.7 billion yuan in 2023, a new high, but the growth rate has dropped to the lowest point in the past three years. The major platforms also seem to have reached a "consensus", and several major e-commerce platforms no longer publish their official sales of 618.

In 618 this year, the major e-commerce platforms first canceled the pre-sale system, and then the "full reduction" strategy returned to the original intention to directly reduce the price, and no longer designed complex gameplay.

Live e-commerce kills 618, and it is not only small and medium-sized businesses and e-commerce platforms that are trapped in 618, but also the big anchors who bear the burden of GMV as the vanguard year after year, and it is difficult to have a new record high.

Last year618 may be the last lively session of the big anchor,Luo Yonghao became the first anchor across Taobao、Douyin、Jingdong's three major live broadcast platforms,At that time, Luo Yonghao's "150 million yuan" with goods in Jingdong may be the last "battle report" of the super anchor.

618 this year, the big anchors fled the live broadcast room together. Luo Yonghao broadcast live on Taobao in a low-key manner, and the last live broadcast of the Jingdong live broadcast room where he made friends stayed at the end of last year; In the anchor typesetting released with Hui, from May 24th to 26th, three days before Douyin opened 618, Dong Yuhui's name was missing; Brother Xiao Yang did not report the movement of 618 activities, but focused on making short dramas.

It seems that only Li Jiaqi is still "active". Under such a trend, only Li Jiaqi not only did not cancel the pre-sale, but also extended the warm-up. 300 million red envelopes were distributed in the live broadcast room, and many people said on social platforms that they had never received so many red envelopes.

As the first generation of super anchors of live broadcast e-commerce, Li Jiaqi has been in the live broadcast room for eight years, after many years, looking around, Li Jiaqi, who is over 33 years old, found that only the first generation of anchors of that year was the anchor with the highest appearance rate. Wei Ya disappeared in the live broadcast room, Luo Yonghao did not appear until an important node, and it was the norm for Simba to be blocked in the live broadcast room; Even compared with the new Douyin first brother Xiao Yang and Dong Yuhui, Li Jiaqi is also the most "hard-working" anchor.

Many years ago, live broadcast e-commerce exploded, and e-commerce platforms not only created live broadcast myths by themselves, but also created super anchors, leaving behind the myth of a brother and a sister with goods. In 2016, Li Jiaqi was just a counter brother who did sales at L'Oreal counters, and when L'Oreal and Taobao cooperated, they needed to incubate Internet celebrities. Since then, Li Jiaqi has become a super anchor in the live broadcast e-commerce industry, and it is also a barometer of the major nodes of the e-commerce platform.

But time has passed, no one can always be the protagonist of 618, when merchants, users, platforms and anchors are lying flat, Li Jiaqi alone "can't wake up" them.

Resources:

""First Brother" can't bring makeup anymore" blue eyes

"Li Jiaqi and the beauty brand under the 618 promotion, who can save whom?" >> Interface News

"Li Jiaqi responds to participating in "Brother Phi": Make money to send red envelopes to "family members", and will not interrupt the live broadcast to bring goods" Shangguan news

"The pillar of Taobao Tmall was surpassed by Douyin" DT Business Observation

"Behind the first beauty fault line of Han Shu Douyin: Don't make a script after relying on short dramas to win 3 billion? Southern Metropolis Daily

"Live E-commerce "Kills" 618" self-quadrant

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