Li Jiaqi returned, and 60 million people were watching

At 7 pm on September 20, after 3 months of stopping, Li Jiaqi resumed on Taobao live room. In just 10 minutes, the live broadcast volume exceeded 150,000; the amount of viewing of an hour exceeded 22 million; by the end of the live broadcast at 21:15, the live broadcast room had more than 60 million viewing volume.

The background of the live broadcast room also marked the reminder of "rational consumption, happy shopping". During the live broadcast, Li Jiaqi also talked about "rational consumption" many times, saying "don't buy products that do not need for support".

The products in the live broadcast room are mainly household necessities, including 27 products such as mobile phone brackets, children's socks, air fried pots, eyebrow pencils, garbage bags, disinfectant, shoes, hair masks, etc. Many brands such as Hua Xizi and Anta are on the list of goods.

Li Jiaqi said that today's products are mainly biased towards home necessities. "As a transition, because it will be on Double Eleven in one or two months, skin care products are waiting for me. At that time "

Because the product was launched in seconds, Li Jiaqi said at the end of the live broadcast that in order to have a better shopping experience, the live broadcast will be continued at 19 pm on September 21, and more goods will be assigned to meet the shopping needs.

According to Ali Financial Report and the "White Paper in the Live Broadcasting E -commerce Industry in 2020", Li Jiaqi took a cargo dehydrated GMV for 1220 to 12.922 billion yuan; on the first day of the pre -sale of Double Eleven in 2021, the GMV of Li Jiaqi live room was 10.6 billion, "Taobao The ability to bring the goods "live broadcast" is evident.

The Times Weekly pointed out that this year, whether it is anchor or platform, the live broadcast has changed. The Liu Genghong couple completed the transformation of live broadcast and cargo on the Douyin platform. New Oriental bilingual cargo was "fire out of fire", which caused a "New East method" high -quality wave of goods.

The more significant changes in the live broadcast industry are that more and more well -known brands have begun to reduce investment in head anchors. In the first half of 2022, e -commerce such as Kuaishou and Douyin completed the upgrade and related plans for brand support plans to support the self -broadcasting of enterprise brands.

The trend of brand self -broadcasting has gradually become obvious. Data released by Feigua Data in 2022 shows that the two major layout directions of the store and the self -broadcasting matrix brand have contributed 75%of the live broadcast of less than 500,000 brands.

Source: Observer Network Comprehensive

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