| Author: Uncle Autumn Leaf | Editor: Lin Lin
The double eleven war broke out in advance, Li Jiaqi's live broadcast room sold 10 billion yuan in one night, all girls, have you paid the double 11 tail payment?
I told many small partners that this year's double 11 played too early, October 20th to engage in double eleven, this is to rush to run, and then grab directly to engage in the National Day promotion.
Warm-up so much in advance, what does it mean? Everyone completes the KPI pressure is big, but under the pressure, some people are sad, some people break through, such as Li Jiaqi has become a brother with goods, what did he do right?
Therefore, our new media team has recently been lurking in Li Jiaqi's live broadcast room to observe (by the way shopping), and the conclusion is that girls, it is almost difficult to withdraw from Li Jiaqi's live broadcast room.
Even many women are transforming from passers-by to fans, and then using Li Jiaqi's live broadcast room as the preferred shopping channel, how does this process occur naturally? This is worth studying.
Why Li Jiaqi?
The first time I entered Li Jiaqi's live broadcast room, people would have some kind of discomfort, because it was too noisy.
The live broadcast is fast-paced, Li Jiaqi and the assistant are talking at the same time, you have not reacted to say anything, the product has been seconds.
Buy it, buy it, count down, on the link, sold out! It was as if he shook his arm and shouted "all the girls", and everyone rushed forward.
It seems simple and rude, but if you understand the psychology of marketing, you will know how careful Li Jiaqi's sales rhythm is.
He introduced that each product has an "emotional awakening".
What does this mean? For example, if you walk down the street, you won't pay attention to the noise around you, but if someone suddenly scolds you, will you immediately concentrate your brain. Because the person who scolded you activates your emotions of surprise or anger.
That said, to get a person to focus immediately, activating his emotions is the best way.
What are the most stimulating emotions for women who want to buy beauty products? I'm not beautiful enough.
"Oily girl, listen to me, buy it."
"Dry-skinned girls, in the winter foundation will be stuck powder, buy it, yes."
Oily skin, dry skin, sensitive skin, late face, panda eyes, acne pit... This kind of word that straight men will not pay attention to, but it is a pain in the hearts of many girls.
If you say that this is just a way of introducing the performance of the product, there is a more amazing one, that is, "Lady Sister" and "Pig Girl".
At first, I couldn't understand why these two words were so appealing to women, and even made them feel a sense of mission.
Distinguish the audience of the product, remind everyone to consume rationally, buy their own suitable products, and use "noble lady sister" to identify high-priced products, which is also reasonable. After all, being called a noblewoman, no one is unhappy.
However, "Pig Girl", will there be no women who feel that it is an offense, pigs are lazy and ugly.
My editor woke me up: "Uncle, haven't you read a sentence in Yishu's novel that when you love someone, she will always be stupid and stupid in your heart, and the whole world can hurt her." ”
Oh my God. It turns out that in the minds of many women, "Pig Girl" is a pampering call.
Women work hard, and the price of their independence is more pressure than men in life and the workplace. They have limited economic conditions, but they are willing to spend money for themselves, want to make themselves more beautiful and better, but this desire to "buy, buy and buy" is often bound by various factors.
However, Li Jiaqi called them "pig girls", just like calling them "babies". He tells you that you are not rich enough, not shrewd enough, life is not satisfactory, it does not matter! You still deserve to be pampered, worth becoming refined.
Rationalizing the desires of others is a very clever marketing psychology.
Don't forget that Li Jiaqi, who was born from the "cabinet brother", does have a deep "understanding" of the women in the live broadcast room.
I believe that many people know the origin of Li Jiaqi's title of "lipstick brother", he once tried 380 lipsticks in a two-hour live broadcast.
Many streamers, including female live streamers, see this as a hard-working attitude at best. That's why it's hard for them to surpass Li Jiaqi.
Even if they study Uncle Me, if they don't understand it, they will ask, and if they come to a field survey, they will find that the act of personally trying lipstick is a valuable and keen empathy.
Many female friends have told me that if you have wandered in front of the lipstick counter, you will understand how intimate and patient Li Jiaqi is.
Lipstick is a color in my opinion, but girls often try five or six sticks can not find the one they want, sometimes the more they try, they will fall into the difficulty of choosing, watching the face of the shopping guide is getting worse and worse.
As long as you encounter an impatient shopping guide, there is a shadow in your heart, most people buy lipstick is in a hurry, the more you look at it after returning home, the more wrong it is, a lot of expensive lipstick, and finally shelved.
However, during Li Jiaqi's live broadcast, he would try to peel off his lips. You're lying in bed, holding your phone, listening to him describe the color of lipstick, like a girlfriend chatting with you.
Only by mastering customer psychology can we influence customer purchase decisions. Based on this, it is no coincidence that Li Jiaqi has come to this day.
Li Jiaqi's success, in addition to his good at mastering customer psychology, but also because of his professionalism.
But the question is, when many people want to highlight their personal brand, they will focus on showing their titles, professionalism and efforts, why does it make people feel very uncomfortable?
In particular, the words they write are particularly self-congratulatory and difficult to read.
Everyone should really learn from Li Jiaqi, his professional moisturizer is silent, because he is very clear about his own personality.
Li Jiaqi once stressed that he is not a star, but an anchor, can you find the subtle difference between the two?
The "star" is the spokesperson of the brand, while the "anchor" is the trial of the brand.
It is precisely because Li Jiaqi has a sober positioning of his own people, so he has always felt companionship to fans. Although he was more professional than many people thought.
Before Li Jiaqi became the anchor, he was a beauty salesman at the cosmetics counter of a shopping mall in Nanchang, and at that time he had already tried colors on his lips for guests, and he had also won the title of pin crown many times.
At the end of 2016, L'Oréal held a project called "Ba Net Red", and he stood out from 200 people to become one of the seven anchors representing L'Oréal Taobao.
In 2017, when Li Jiaqi was only 25 years old, he was hired as a university lecturer to teach Taobao writing and media courses at Jiangsu Normal University. Why is his copywriting so good, why is the wording so expressive, people are not wild roads, it is a down-to-earth writing kung fu.
"It feels like your mouth is fruit, and men want to take a bite."
"A girl walking by the beach in a white gauze dress, the feeling of being very clean."
"A girl in love, happy to find a boyfriend, that very sweet feeling." 」
These sentences, it is not too much to say that they are classic advertising words, close to the people, interesting, and step on the pain points.
This year's double 11 warm-up, he gave fans a few days of skin care knowledge classes in the live broadcast room, and the teaching skills were also vivid and interesting, in-depth and simple. Because he really understands this line of work. A reporter from People magazine once recorded the whole process of Li Jiaqi's selection of double 11 products:
The heads of each category gathered in the conference room and introduced the products and prices that entered the final selection to Li Jiaqi in turn. At two o'clock in the night, there was silence outside the window, and everyone in the house surrounded him, waiting for him to bargain or make a decision. ”
Each product in the live broadcast room is personally selected by Li Jiaqi. No one knows his audience better than he does.
In addition to the anchor, he has many bright titles.
He was a torchbearer at the 2018 Asian Games in Jakarta.
He was selected into the 2019 Forbes China Under 30 Elite List, and he is also an ambassador for consumer poverty alleviation and the love of animal protection foundation.
Doesn't it sound too much like an influencer anchor?
And Li Jiaqi did not deliberately mention these in his live broadcast room, including many promotional materials, and many fans did not know at all.
I think this is also the cleverness of Li Jiaqi. In the live broadcast room, these glittering titles will only give fans a sense of distance, far worse than being a "good girlfriend" and accompanying them to shopping happily.
The so-called profession is not to smash the title and achievements to others, afraid that the other party will not know. Because as long as the other person has a sense of oppression, they will not like you and may even hate you.
The really advanced sense of professionalism is to make others feel that I am helpful to you, not how good I am.
This style especially impresses female fans. The man I like, so professional, and so low-key, doesn't trust him and who does he trust.
In a battlefield of ever-changing situations and big waves, Li Jiaqi's success is also the ultimate performance of "her economy" dividend.
In the consumer market, the rise of women's power is becoming more and more significant. Among the new brands of Tmall head, 80% focus on female consumer demand.
Pain points and needs that women once ignored in the past may now become new entrepreneurial opportunities. In the future, we will definitely see more new brands for women's consumption emerge.
People like Li Jiaqi who understand the trends of this era are entitled to the dividends of the first game.
But the most powerful thing is that Li Jiaqi has created a personal IP that is constantly evolving.
This year's double 11 warm-up, Li Jiaqi team announced the shopping strategy excel table in advance, the table detailed the name of each product, ingredients, applicable people, to the hand price, gifts and other information, comfortable typography, people at a glance.
The excel form, once published, was widely disseminated on Weibo, with nearly 1 billion readers and more than 1.8 million people participating in the discussion.
They also produced the variety show "Offers of All The Goddesses", which introduced the selection process to the audience in the most popular way.
If you pay a little attention, you will also find that Li Jiaqi's personal style has changed a lot. He is not as "catching horses" as when he first started live streaming, and OMG has not been hanging on his lips for a long time.
He is no longer an anchor who simply relies on explaining and selling goods, but a team that deeply influences brand communication and consumer decision-making.
An IP is so powerful that I'm afraid the platform behind it is inevitably uneasy.
Xuan De, head of Taobao Live Broadcasting, said:
"Live e-commerce is a trend, and the future must be a trend of specialization." The threshold is getting lower and lower, but the professionalism will be higher and higher. ”
This track full of opportunities will also slowly precipitate, leaving fewer and fewer opportunities for speculators.