"I really broke the defense, I squatted in Li Jiaqi's live broadcast for a day, and my heart was too tired!"
"Jiaqi, take a bite of honesty again, please, otherwise I will really break the defense!"
Open the entry of Weibo #李佳琦, and the word "break defense" is everywhere, which is simply a large-scale Internet girl collective defense breaking scene.
Overnight, what did Li Jiaqi do to make the girls on the whole network break the defense!
What's more, why did the boys who were not in Li Jiaqi's main consumer force shout to break the defense?
500 million red envelopes
Li Jiaqi is not only a girl who breaks the defense
It is mentioned in the Analects of · Jishi: "Do not suffer from widowhood but suffer from unevenness."
As early as more than 2,000 years ago, the Analects predicted the main cause of this defense breach: unevenness.
On the occasion of the arrival of the so-called "longest Double 11 in history", the major anchors have begun to "prepare for the game" a month before the arrival of 11.11.
Whether it is Simba's high-profile comeback or Luo Wangyu's return, it shows the importance of this Double 11 to the anchors on major platforms, and they all have the momentum of "regaining lost ground".
Previously, Li Jiaqi, who overturned due to the 79 yuan eyebrow pencil incident, was no exception.
As the "first brother of Taobao", Li Jiaqi returned to the live broadcast with the expectation of his fans after crossing over to the variety show circle for a period of time.
This year's Double 11, Li Jiaqi released an unprecedented 500 million red envelopes, completely detonating the outpost battle of Double 11.
Li Jiaqi said in the live broadcast room, "If 500,000 people receive it, the average 5 million yuan is 10 yuan per person, some people may be more than 20, and some people may be more than 50."
If 1 million people squatted in the live broadcast room early in the morning, the 5 million red envelopes would be distributed to 1 million people, and some people might not be able to grab them.
But please rest assured, our red envelopes are always sent, and a new 5 million will be issued immediately after receiving them. ”
At this time, some netizens asked: How many red envelopes can a person receive on that day?
Li Jiaqi said, "On the 14th, we can receive 30 for one person (one ID), and if you squat from the morning, your main account should be all gone." By noon, almost all 30 of them were gone.
Immediately find your husband's account to change it and get another 30. When the time comes, you will pay for your mobile phone, and your husband will pay for your mobile phone. ”
In other words, if a person uses two accounts, he can grab up to 60 red envelopes per day, and one red envelope may reach up to 600 yuan.
The male netizen smiled bitterly: Her mobile phone was "occupied" by her girlfriend, and she watched Li Jiaqi's live broadcast room with high intensity, just to receive a red envelope, she grabbed it, but I paid the balance of the payment.
The girls broke the defense because they couldn't grab the red envelope, or the red envelope was not as much as the other sisters robbed.
And the boys broke the defense because the mobile phone was "occupied", and they had to pay for their girlfriend's hard work in Li Jiaqi's live broadcast room.
Li Jiaqi, who does not play "fancy involution".
A lesson for everyone
If you look at the difference between this year's Double 11 and the usual Double 11 "war", the biggest feature is:
No longer playing "word games" or engaging in complex "high number calculations", but doing it with real money.
It is true that since 6.18 this year, until the "Double Eleven" outpost war, the major e-commerce platforms have obviously ceased to be "fancy involution".
However, is Li Jiaqi really out of his own pocket and spent 500 million to save money for all girls?
You know, there is a concept in economics called price discrimination.
Don't think that "discrimination" is derogatory, in the field of e-commerce, price discrimination is everywhere.
To put it simply, price discrimination is divided into three categories, one is the pricing of people who watch people order food, the other is the pricing of buying more and cheaper, and the last is the pricing of people according to the consumer group.
Like Li Jiaqi's throwing of red envelopes this time, it belongs to second-level discrimination - volume pricing.
In essence, Li Jiaqi's live broadcast room generously distributed red envelopes, allowing consumers to enjoy discounts with red envelopes.
Merchants distinguish between consumers who receive red envelopes and are willing to spend them with them.
In fact, price discrimination is implemented based on the "consumption behavior characteristics" of consumers receiving red envelopes and using red envelopes.
Many consumers squatted in the live broadcast room day and night, just to take the lead in the shopping festival of Double 11 and grab the red envelope, although some consumers also understand that this is just a promotional trap, but they are still willing to work hard for this consumer feast, and even do not hesitate to "use their husband's mobile phone to place an order".
It's a bit like a construction game, and the focus of Singles' Day is no longer simply "whether to buy the lowest price", but "whether you succeed in taking advantage of it".
Therefore, it is self-evident whether the 500 million red envelopes came from Li Jiaqi's personal pocket.
However, the marketing effect of 500 million red envelopes is now well known, and none of the 500 million red envelopes are from the pocket, but they have won the hearts of consumers.
This is the secret of Li Jiaqi's sell-out, and it also teaches a lesson to all e-commerce merchants.
After "recognizing relatives" in the entertainment industry
is already a star Li Jiaqi when he returns
When the Internet incident happens, even if it is full of turmoil, it will be searched for days.
Once it passes, it is like a childhood afternoon of memory, everything is light and light, and nothing happens.
Even Li Jiaqi, who was questioned by the whole network because of the eyebrow pencil incident, still took a turn in "Overcoming Thorns" and relied on the entertainment power of variety shows to wash away all the negative public opinion in the past.
This year's Double 11 has changed the low-key style of the past, and has been continuously launched for many days, and the news of the distribution of 500 million red envelopes has been widely advertised to consumers across the network.
Some netizens who were "mistakenly injured" by Li Jiaqi's live broadcast room complained: "In the past two days, I have been automatically jumping to Li Jiaqi's live broadcast room by clicking on any app, and I have a serious illness after clicking on the software and not touching the screen, I will ask?"
Source: Weibo
Looking at it now, Li Jiaqi's choice to participate in the variety show "Overcoming Thorns" may be the safest means of public relations.
Source: Weibo @李佳琦Austin
Although he was eliminated, Li Jiaqi "recognized his relatives" in the entertainment industry and successfully transformed the anchor Li Jiaqi into the artist Li Jiaqi.
I don't know if his "brother and brother" will be broken by his "not working hard" remarks, but Li Jiaqi's identity as an artist has indeed been recognized by insiders.
Write at the end,
Recalling that during the 315 period this year, 17 head anchors, including Li Jiaqi and Dong Yuhui, were named, and almost all the "leading figures" in the field of live broadcast e-commerce were spared.
In the case of official media comments and high emotions among netizens, the major anchors have also seen the wind and rudder, and they have found a "typhoon shelter" to wait for public opinion to subside.
Compared with the sales volume of 21.5 billion on the first day of Double 11 in 2022, Li Jiaqi's sales on Double 11 in 2023 will hit a new low, less than half of last year.
Therefore, after going to the variety show to "dock" for a lap, Li Jiaqi regained his strength and opened with a 500 million gift.
In the window period when the two giants of Three Sheep and Northeast Yujie have stopped broadcasting, they were born, which will inevitably bring unexpected results to this year's Double 11 e-commerce delivery pattern.