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wrote a column · Sep 16, 2023 17:34

Does Li Jiaqi need a big promotion in the style of Oriental selection?

Four days have passed, and the storm of Li Jiaqi's Huaxizi Eyebrow Pencil Incident is not meant to be dissipated; on the contrary, it is still popular due to the fanaticism of domestic brands, the enthusiasm of netizens, and comments and responses from various parties. In the past 4 days, Li Jiaqi's Weibo followers dropped from 30.43 million to 29.08 million, but the loss of followers had a limited impact on the actual sales volume of Li Jiaqi's live broadcast room. After the storm, the sales volume of many products on Li Jiaqi's live broadcast room was still over 10,000. Li Jiaqi After a storm, it makes sense that some people change from love to hate, and others choose to forgive. “If the price is cheap,” one Taobao user thinks,The essence of an anchor is a delivery salesperson, and the core competitiveness should be price rather than anything else. However, as a result of this campaign, the label that was once firmly attached to Li Jiaqi's body for the lowest price on the entire network was also torn apart, and Li Jiaqi's audience relationship was actually damaged even more. “Lowest price” and “audience connection” are the foundation of Li Jiaqi's foundation. Audience is sales volume, and sales volume is a bargaining chip in the game with the brand. Obviously, two apologies are not enough to recover Li Jiaqi's destroyed reputation. The peers' approach may be a reference for Li Jiaqi's team.At the end of July, during the broadcast ban at Dongfang Selection's self-operated product stores, Dongfang Selection launched an 8.5 percent discount promotion for three consecutive days on the self-operated app. Taking advantage of the good feedback, the promotion period was extended again. Of course, unlike Li Jiaqi's favorite brand, Dongfang has its own supply chain for self-operated products and has higher autonomy in pricing; the discount on providing branded products also means that it has taken away the pricing power for branded products,...
Four days have passed, and the storm of Li Jiaqi's Huaxizi Eyebrow Pencil Incident is not meant to be dissipated; on the contrary, it is still popular due to the fanaticism of domestic brands, the enthusiasm of netizens, and comments and responses from various parties.
In the past 4 days, Li Jiaqi's Weibo followers dropped from 30.43 million to 29.08 million, but the loss of followers had a limited impact on the actual sales volume of Li Jiaqi's live broadcast room. After the storm, the sales volume of many products on Li Jiaqi's live broadcast room was still over 10,000.
Four days have passed, and the storm of Li Jiaqi's Huaxizi Eyebrow Pencil Incident is not meant to be dissipated; on the contrary, it is still popular due to the fanaticism of domestic brands, the enthusiasm of netizens, and comments and responses from various parties. In the past 4 days, Li Jiaqi's Weibo followers dropped from 30.43 million to 29.08 million, but the loss of followers had a limited impact on the actual sales volume of Li Jiaqi's live broadcast room. After the storm, the sales volume of many products on Li Jiaqi's live broadcast room was still over 10,000. Li Jiaqi After a storm, it makes sense that some people change from love to hate, and others choose to forgive. “If the price is cheap,” one Taobao user thinks,The essence of an anchor is a delivery salesperson, and the core competitiveness should be price rather than anything else. However, as a result of this campaign, the label that was once firmly attached to Li Jiaqi's body for the lowest price on the entire network was also torn apart, and Li Jiaqi's audience relationship was actually damaged even more. “Lowest price” and “audience connection” are the foundation of Li Jiaqi's foundation. Audience is sales volume, and sales volume is a bargaining chip in the game with the brand. Obviously, two apologies are not enough to recover Li Jiaqi's destroyed reputation. The peers' approach may be a reference for Li Jiaqi's team.At the end of July, during the broadcast ban at Dongfang Selection's self-operated product stores, Dongfang Selection launched an 8.5 percent discount promotion for three consecutive days on the self-operated app. Taking advantage of the good feedback, the promotion period was extended again. Of course, unlike Li Jiaqi's favorite brand, Dongfang has its own supply chain for self-operated products and has higher autonomy in pricing; the discount on providing branded products also means that it has taken away the pricing power for branded products,...
Li Jiaqi
After a storm, it makes sense that some people change from love to hate, and others choose to forgive. “If the price is cheap,” one Taobao user thinks,The essence of an anchor is a delivery salesperson, and the core competitiveness should be price rather than anything else.
However, as a result of this campaign, the label that was once firmly attached to Li Jiaqi's body for the lowest price on the entire network was also torn apart, and Li Jiaqi's audience relationship was actually damaged even more. “Lowest price” and “audience connection” are the foundation of Li Jiaqi's foundation. Audience is sales volume, and sales volume is a bargaining chip in the game with the brand. Obviously, two apologies are not enough to recover Li Jiaqi's destroyed reputation.
The peers' approach may be a reference for Li Jiaqi's team.At the end of July, during the broadcast ban at Dongfang Selection's self-operated product stores, Dongfang Selection launched an 8.5 percent discount promotion for three consecutive days on the self-operated app. Taking advantage of the good feedback, the promotion period was extended again.
Of course, unlike Li Jiaqi's brand of beauty, Dongfang has its own supply chain for self-operated products and has a higher degree of autonomy in pricing; the discounts and discounts that provide branded products also mean that they have taken away the pricing power for branded products. This is just a minefield for brands.
“Once the anchor takes control of the brand's pricing power, and consumers all go to the live broadcast room, the brand's situation is that the big anchor loses money in the live broadcast room, and other channels are also unable to make money,” said a brand to the Alphabetical List. Today, when Li Jiaqi's relationship with the brand is at its most delicate, Li Jiaqi definitely doesn't want to step into this minefield.
However, in addition to discounts, there are more promotional games in the live e-commerce industry, such as sweepstakes, free orders, and half price. The reason why Li Jiaqi's remarks stirred up a thousand waves in one stone, apart from the fact that it was inappropriate for him to say these words as an anchor, is that from the perspective of an ordinary person, he actually made too much money. “Li Jiaqi is worth over 7 billion dollars. I am so jealous that I am crazy”,
Although to be fair, the profits of Li Jiaqi's live broadcast not only go into Li Jiaqi's own pocket, but also support a team and company at the same time.
E-commerce industry practitioners, Weibo Big V @风中的厂长认为, the commission the anchors get is far different from their profits. “Behind the big anchors, there is a team of 1,000 people in the company, as well as marketing expenses. Online advertisements and elevator advertisements all burn money, and competition among anchors is also intense. There is also intense competition among anchors. If they don't move Apple phones or anything, the profit is not high until the end.” However, he also added, “Except for those that have a lot of iron powder on their heads.”
Obviously, Li Jiaqi is a well-deserved superstar anchor with a lot of fans. There are two unconfirmed data from Beauty Watch: on the first day of the Double 11 pre-sale last year, the GMV for Li Jiaqi's live broadcast room was 21.5 billion yuan; on the first day of the 618 pre-sale this year, the GMV for Li Jiaqi's live broadcast room was 4.977 billion yuan.
Double 11 is coming soon, and Li Jiaqi and her beautiful wrist are under a lot of pressure. Even though the public is forgetful, the Internet's memory won't last long.However, an Oriental selection promotion can obviously help Li Jiaqi to regain lost audience relationships. Instead of persuading merchants to make concessions, it would be better to give away some of the slot fees and use real money to show sincerity in apologizing.
A
Over the past few years, the “benefit all girls” personality that Li Jiaqi and her team painstakingly created completely collapsed due to the question of “is a 79 yuan eyebrow pencil really expensive or not.”
The low price battle with Paragon is a landmark event where Li Jiaqi defends the “lowest price on the entire network.” On the day of Double Eleven in 2019, the parakeet, which was already on Li Jiaqi's live preview list, finally did not appear in the live broadcast room. Li Jiaqi unusually complained about the brand during the live broadcast, “Parakeet waited for two days. If I want to do it, I have to do it at the lowest price; if I don't do it, I won't participate in Double Eleven”.
Four days have passed, and the storm of Li Jiaqi's Huaxizi Eyebrow Pencil Incident is not meant to be dissipated; on the contrary, it is still popular due to the fanaticism of domestic brands, the enthusiasm of netizens, and comments and responses from various parties. In the past 4 days, Li Jiaqi's Weibo followers dropped from 30.43 million to 29.08 million, but the loss of followers had a limited impact on the actual sales volume of Li Jiaqi's live broadcast room. After the storm, the sales volume of many products on Li Jiaqi's live broadcast room was still over 10,000. Li Jiaqi After a storm, it makes sense that some people change from love to hate, and others choose to forgive. “If the price is cheap,” one Taobao user thinks,The essence of an anchor is a delivery salesperson, and the core competitiveness should be price rather than anything else. However, as a result of this campaign, the label that was once firmly attached to Li Jiaqi's body for the lowest price on the entire network was also torn apart, and Li Jiaqi's audience relationship was actually damaged even more. “Lowest price” and “audience connection” are the foundation of Li Jiaqi's foundation. Audience is sales volume, and sales volume is a bargaining chip in the game with the brand. Obviously, two apologies are not enough to recover Li Jiaqi's destroyed reputation. The peers' approach may be a reference for Li Jiaqi's team.At the end of July, during the broadcast ban at Dongfang Selection's self-operated product stores, Dongfang Selection launched an 8.5 percent discount promotion for three consecutive days on the self-operated app. Taking advantage of the good feedback, the promotion period was extended again. Of course, unlike Li Jiaqi's favorite brand, Dongfang has its own supply chain for self-operated products and has higher autonomy in pricing; the discount on providing branded products also means that it has taken away the pricing power for branded products,...
《All girls' offers》
In the eyes of many fans, Li Jiaqi's image is a conscientious anchor who “bargains for us.” This is one of the reasons why the beautiful artist created “All Girls Offer.” In the program, Li Jiaqi repeatedly bargained with the brand on behalf of “All Girls”. For this reason, he is willing to provide the brand with more resources and more publicity slots.
Many fans relish what Li Jiaqi does for fans: for example, he will calculate the number of samples that the brand needs to provide, “so that it is convenient for girls to put together a list”; for example, every year on the eve of the big promotion, there is a small class to talk about products, ingredients, and cost performance for all girls.
Many people still remember that after the broadcast was resumed last year, Li Jiaqi kept reminding the impulsive girls on the live broadcast, “Spend rationally; everyone needs to buy again; don't place orders to support me.”
However, maintaining Hanaxishi is equivalent to pouring a bucket of cold water on the fans' heads to keep them awake.They discovered that Li Jiaqi was on the same side as the brand.
Immediately after that, similar news came from all over the place. For example, Li Jiaqi's commission for bringing goods to Huaxizi was 80% (later denied by Huaxizi). For example, Li Jiaqi is worth billions of dollars, and Qi Zhenbo, the founder, actual controller, and chairman of Meijiao, once entered the 2023 New Fortune 500 list with a net worth of 15.98 billion yuan, and is the richest person in the MCN industry.
Li Jiaqi has pushed herself to the opposite side of the general public. This is the reason he is desperately trying to make up for it in his apology letter. “I'm already a makeup counter salesman,” and he is trying to get further away from the audience in the live broadcast room.
He came from the crowd, but he stood on the opposite side of the masses. How can this dilemma be solved? The answer, of course, is to go back to the masses.
Li Jiaqi's die-hard fans have already chosen to forgive, and passers-by who are completely outraged by his words may also be difficult to get back.The most important thing is this group of people in the middle zone. They once chose Li Jiaqi because of the price, but they will also return or buy again because of the price.
“I just want to tell you one thing, buying things at Li Jiaqi's place is not for him, but for yourself, so you can save some money,” a Weibo user posted on Li Jiaqi's Weibo Superchat.
Another reality that Li Jiaqi cannot ignore isUnder the trend of consumption downgrade, users are moving towards white-branded products and looking for replacement products.
Mai Qingmandy, director of the HBG Brand Research Institute, believes that it is too easy for brand people to stand at the top of the pyramid, point and point at users, and mock metaphors, as if ordinary people don't deserve our brand. “Similar cases have occurred in the past during the incident of Zhong Xuegao's ice cream assassin, but no one paid attention to it at the time.”
At this time, if Li Jiaqi and Meishou can actually subsidize users with the commissions they have earned, a large number of users will surely pour back into his live broadcast room, and Li Jiaqi will get more bargaining chips with the brand.
Otherwise, if Li Jiaqi loses users due to the Eyebrow Incident and affects the upcoming Double 11 results, it is clear that the gains outweigh the losses.
B
Whether for Li Jiaqi, her beauty, or the brand, Double 11 is an important milestone. As far as the brand is concerned, if marketing is proper during the Double 11 period, brand awareness will increase dramatically, and how much exposure and sales volume Li Jiaqi can help the brand gain will determine how much voice he will be able to gain in the price game with the brand in the future.
But apparently,At this juncture, some brands are bound to have doubts about Li Jiaqi's live broadcast.
Fu Shengqiang, founder of Zowang Consulting, judging from the brand's willingness to cooperate with Li Jiaqi, this incident undoubtedly brought some pressure and test to their cooperation. When choosing a partner, brands look not only at their traffic and influence, but more importantly, on whether this partner can match the brand's values and positioning. Li Jiaqi's remarks have clearly touched the sensitive points of many people.
Four days have passed, and the storm of Li Jiaqi's Huaxizi Eyebrow Pencil Incident is not meant to be dissipated; on the contrary, it is still popular due to the fanaticism of domestic brands, the enthusiasm of netizens, and comments and responses from various parties. In the past 4 days, Li Jiaqi's Weibo followers dropped from 30.43 million to 29.08 million, but the loss of followers had a limited impact on the actual sales volume of Li Jiaqi's live broadcast room. After the storm, the sales volume of many products on Li Jiaqi's live broadcast room was still over 10,000. Li Jiaqi After a storm, it makes sense that some people change from love to hate, and others choose to forgive. “If the price is cheap,” one Taobao user thinks,The essence of an anchor is a delivery salesperson, and the core competitiveness should be price rather than anything else. However, as a result of this campaign, the label that was once firmly attached to Li Jiaqi's body for the lowest price on the entire network was also torn apart, and Li Jiaqi's audience relationship was actually damaged even more. “Lowest price” and “audience connection” are the foundation of Li Jiaqi's foundation. Audience is sales volume, and sales volume is a bargaining chip in the game with the brand. Obviously, two apologies are not enough to recover Li Jiaqi's destroyed reputation. The peers' approach may be a reference for Li Jiaqi's team.At the end of July, during the broadcast ban at Dongfang Selection's self-operated product stores, Dongfang Selection launched an 8.5 percent discount promotion for three consecutive days on the self-operated app. Taking advantage of the good feedback, the promotion period was extended again. Of course, unlike Li Jiaqi's favorite brand, Dongfang has its own supply chain for self-operated products and has higher autonomy in pricing; the discount on providing branded products also means that it has taken away the pricing power for branded products,...
Hanaxiko's official website
Over the past few days, everything on Li Jiaqi's live broadcast was as before. The one who was hurt the most was Huaxizi. Previously, Huaxizi's live broadcast on the Douyin live broadcast room continued throughout the year, and there were over 14 hours of live streaming every day, but the day after the storm, on September 11, Huaxizi stopped the live broadcast after only 2 and a half hours of live streaming. So far, the Huaxizi Douyin live broadcast room has not resumed broadcasting.
According to data from Grey Dolphin, on September 11, the number of people watching the Huaxizi Douyin live broadcast was no different from weekdays. The peak was the highest in recent days, but sales were only around 7.5-100,000 yuan, while most of the sales on weekdays were around 1 million to 2.5 million yuan. Also, according to the Grey Dolphin data analysis of its live broadcast room, the keywords for the September 11 barrage were “cyberbullying” and “card fans,” while on weekdays, most of them were marketing terms such as “lucky bags.”
Although there are quite a few products on Li Jiaqi's live broadcast room, and Li Jiaqi will also be more careful and careful in introducing products on the live broadcast room in the near future, there is clearly a risk that the audience will catch a sentence and amplify and analyze it.
To put it at the root,It's inherently a kind of frustration for brands to choose anchors to bring goods; they prefer to let their stores self-broadcast grow.
“It seems that Li Jiaqi will become a turning point for live e-commerce,” Fu Shengqiang, CEO of Wave Culture, believes that after that, the only way out for the platform and brand will be to eliminate oligopoly and set up the brand's own broadcasting. Let the brand's profit go to the brand, and let the user's benefit go to the user.
According to the factory director in Fengzhong, among the various categories of goods brought by live streaming, the commission for cosmetics and alcohol is very high, reaching 40-60%, especially for white-brand products; for fresh food and snacks, because gross profit is low, the commission is also very low, 10-15%. Clothing generally costs 15-20%. Although the gross profit of clothing is high, the return rate is also very high.
It's nothing new that anchors have earned huge commissions, but the Li Jiaqi storm once again clearly revealed the reality of high commissions to consumers who pay, and has the view that “anchors make money from consumers”. This has given some brands that want to develop self-broadcasting brands. If they can provide a lower price than the anchor's flagship store, consumers might not necessarily pay for it.
“Brand self-broadcasting not only allows brands to better control their image and news, but also reduces costs and leaves more profit to themselves and consumers,” Fu Shengqiang mentioned.
In fact, there are also quite a few brands that want to take advantage of Li Jiaqi's storm to get a wave of traffic. Domestic brands such as Beehua and Hongxingelke, which have been in the spotlight of affection several times, have once again gained a wave of fans and sales.
C
Outside of Li Jiaqi and the brand, Taobao Live is also under a lot of pressure. Double 11 is imminent. There is a public opinion crisis at the sole head of Taobao Live, and Alibaba's GMV is about to come under pressure.
In fact, Taobao Live doesn't want leading anchors to appear.The GMV contributed by Taobao Live's Talent Live and the store's self-broadcast have maintained 37 points for a long time, yet the problem of Taobao Live's oligopoly persists. While leading anchors bring in traffic from outside the site, they also eat up some of the platform's endogenous traffic.
Zhang Shuai, founder of the beauty e-commerce service organization Influencer Cat, once said to Alphabet, “Several people responsible for Taobao Live have tried to solve the serious problem of anchors' oligopoly, but none of them have been able to change. At the end of the day, it is still an ecological issue.”
Objectively, the tax issues of Via, Sydney, and Lin Shanshan helped Taobao Live solve the problem of anchors' oligopoly to a certain extent, but it also brought about a new problem. That is, there is only one super leading anchor such as Li Jiaqi left on Taobao. Although Taobao Live has picked up leading anchors like Luo Yonghao from Douyin in the past year, the delivery level is still far different from Li Jiaqi.
Four days have passed, and the storm of Li Jiaqi's Huaxizi Eyebrow Pencil Incident is not meant to be dissipated; on the contrary, it is still popular due to the fanaticism of domestic brands, the enthusiasm of netizens, and comments and responses from various parties. In the past 4 days, Li Jiaqi's Weibo followers dropped from 30.43 million to 29.08 million, but the loss of followers had a limited impact on the actual sales volume of Li Jiaqi's live broadcast room. After the storm, the sales volume of many products on Li Jiaqi's live broadcast room was still over 10,000. Li Jiaqi After a storm, it makes sense that some people change from love to hate, and others choose to forgive. “If the price is cheap,” one Taobao user thinks,The essence of an anchor is a delivery salesperson, and the core competitiveness should be price rather than anything else. However, as a result of this campaign, the label that was once firmly attached to Li Jiaqi's body for the lowest price on the entire network was also torn apart, and Li Jiaqi's audience relationship was actually damaged even more. “Lowest price” and “audience connection” are the foundation of Li Jiaqi's foundation. Audience is sales volume, and sales volume is a bargaining chip in the game with the brand. Obviously, two apologies are not enough to recover Li Jiaqi's destroyed reputation. The peers' approach may be a reference for Li Jiaqi's team.At the end of July, during the broadcast ban at Dongfang Selection's self-operated product stores, Dongfang Selection launched an 8.5 percent discount promotion for three consecutive days on the self-operated app. Taking advantage of the good feedback, the promotion period was extended again. Of course, unlike Li Jiaqi's favorite brand, Dongfang has its own supply chain for self-operated products and has higher autonomy in pricing; the discount on providing branded products also means that it has taken away the pricing power for branded products,...
Of course, Taobao Live will have to solve the problem of oligopoly, but it's not about double 11.
Ma Yun proposed to “return to Taobao,” but he didn't want to abandon Tmall. Tmall is still Ali's well-deserved cash cow, and Double 11 has always been Tmall's traditional program. This is a key point for Tmall to produce GMV and profit.
However, if you break down the products in Li Jiaqi's live broadcast, you can see that the products he sells are mainly branded products. It can be said that the sales volume of Li Jiaqi's live broadcast room will have a direct impact on Tmall's overall market.
More importantly, if Li Jiaqi is properly marketed outside the website during the Double 11 period, it will bring new traffic to Taobao Live and even Taobao and Tmall, and if the new traffic goes to Li Jiaqi, some of it will also go to other anchors and stores.
At a time when Pinduoduo and Douyin are aggressively attacking and the e-commerce market is in stock competition, obviously making your cake bigger is more important than how many cakes you can share.
Double 11 is imminent. It's not only Li Jiaqi, but also Taobao's live broadcast that needs a real subsidy to recall and retain users.
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Risk Disclaimer: The above content only represents the author's view. It does not represent any position or investment advice of Futu. Futu makes no representation or warranty.Read more
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