Li Jiaqi returned low -key, where is the live broadcast of the rivers and lakes?

As an emerging and rapid consumption channel for the mainstream

Live and carried the goods through the barbaric growth

It is bound to regulate rationality

After disappearing 109 days, Li Jiaqi returned to the live room with the slogan of "rational consumption, happy shopping".

Different in the past, this live broadcast has no preview or list. Netizens entered the live broadcast room by searching, which once caused a systemic collapse. "My happiness is back" "But I have given birth", in the voices such as "buying Karma" and "buy it" that netizens are familiar with, most of the 26 products in the first session were sold out. In the end, The number of viewers is set at about 60 million.

During the three months of Li Jiaqi's stop broadcasting, a large change in the live broadcast market has also undergone great changes: the rise of the East selection, making a friendly and fading out, and the "strictest regulations" of the live broadcast industry have been introduced ... the industry still needs head anchors, but it may not be that it may not be, but it may not be One person can also be a team.

Repeat low -key, live broadcast hot

At 19 pm on September 20, Li Jiaqi lived in the live broadcast room. Li Jiaqi and a live broadcast room, the background shows "rational consumption, happy shopping". However, when displaying the first product, that is, the mobile phone bracket of 9.9 yuan, the live broadcast suddenly ended.

One minute later, the live broadcast continued, and many netizens were surprised to see Li Jiaqi who suddenly appeared. Li Jiaqi has continued to broadcast since June 3rd. Although there have been rumors of re -broadcasting before, as of now, his latest Weibo is still in June.

When netizens entering the live room, the number of viewers continued to rise. At 19:5:00 in the evening, only 40,000 people watched; after 30 minutes, the number of live viewers reached 6 million; 2 hours later, the live broadcast ended, and the number fixed at about 60 million. According to public data, this number of people has already surpassed most of the live broadcasts of Li Jiaqi during the 618 period.

According to third -party data, as of 21:05 on the evening of September 20, Li Jiaqi's live broadcast room viewing volume exceeded 5700W, 25 items were put on the shelves, and 8 categories were available. Among them, Quad's 5D extract of the extract is 50 % discount, 198 yuan after discount, and sales of 5W+. Another industry insider revealed that Nivea's product sales exceeded 150,000 and the unit price was 69.9 yuan.

The popularity of Li Jiaqi's live broadcast room can be seen from the feedback from netizens. Some netizens exposed one night of shopping on social media platforms, 16 orders for delivery, and some netizens expressed their shallow support for three orders.

Zhang Shule, a senior Internet observer, said that the potential energy of the hundred days was released. This result was not surprising. At the beginning, Luo Yonghao lived for the first time. Essence However, after the live broadcast, it depends on whether the fans accumulated emotions can continue to be the ability to bring this banknote.

However, some netizens bluntly stated that Li Jiaqi's live broadcast room has changed. The live broadcast time is too short, the things are too small, and the style is even a bit restrained. Compared with his previous live broadcast, this time it was advanced, from 7:30 pm to 7 o'clock; the time was shortened, from five or six hours to two hours; For less than 30.

In the live broadcast, Li Jiaqi also repeatedly emphasized "rational consumption, happy shopping".

An industry insider told China News Weekly that Li Jiaqi's live broadcast is obviously a room for his team, consumers and merchants to adapt. At present, the follow -up merchants who have cooperated with them have also received a notice of stocking, which means that there is a new start to some extent.

Zhang Shule pointed out that this means that Li Jiaqi and his team have turned on the transformation to promote consumption with the pan -entertainment experience, and more rational and paying the product experience, not just using gimmicky words for sales.

The live broadcast of rivers and lakes changes

I have to say that Li Jiaqi has stopped broadcasting for a hundred days, and the live broadcast has changed.

In June this year, during the 618 period, the Dongfang selection of the live broadcast of New Oriental was out of the circle due to the "bilingual live broadcast". In just 10 days, the Eastern selection fans reached 17 million. At present, there are nearly 26 million selected fans in the East, and 2 billion yuan in the past three months.

According to the financial report data, as of May 31 this year, the total revenue of New Oriental Online Live E -commerce business in fiscal 2022 was 24.6 million yuan, gross profit of 9.3 million yuan, and a gross profit margin of 37.8%. If this gross profit margin is calculated, the gross profit selected in the East in the past three months is as high as 756 million yuan.

Xingye Securities Analyst Jin Qiu told China News Weekly that the East selection has made breakthroughs in terms of fans and GMV. The matrix of the beauty of the beauty of the opening has improved. This speed is better than investors expect. In addition, on the SKU selected by the East, it can increase 5 to 10 own products per month, which is good for market expansion.

A few days ago, Oriental selection APPs were launched in major application markets and opened independent APP operations. This move has aroused industry concern and controversy. Some people in the industry have analyzed that establishing their own private area traffic communities through APP can further precipitate brand traffic.

Jin Qiu believes that the Oriental selection intention to control the product in his own hands and make live broadcast and even independent APP for multiple platforms are essentially controlling traffic. However, the SKU selected by the Oriental is not sufficient. At present, the number of members exceeds 500 more than 500. Wan, but stickiness is yet to be inspected.

Cui Lili, Executive Director of the Institute of Electronic Commerce of Shanghai University of Finance and Economics, told China News Weekly that live broadcasts have become one of the mainstream online sales drainage methods generally adopted by enterprises; The anchor with its own content, customer base characteristics, and product category represented by the east selection. The live broadcast industry should be said to have entered an unprecedented stage. Regarding Li Jiaqi's resurgence, Cui Lili believes that this will ultimately depend on its appeal, especially whether the appeal of the terminal audience market is still there. If the terminal customer pays, I believe it can continue. But if the appeal is gone, it is difficult to stir up the ecology.

"In fact, the initial live broadcast format is grassroots, similar to the previous stalls for sale, and now Li Jiaqi's style has obviously changed." Cui Lili said that Li Jiaqi must have observed the environment this time and after careful consideration of the selection of products. , An attempt to carry out.

Li Hao, the founder of Mars culture, pointed out that past experience shows that the live broadcast industry does not lack head anchors, but the head anchor rely more on live broadcast platforms.

However, according to public data, the growth rates of Tmall skin care products and makeup sales during the live broadcast of 618 this year were 13.8%and -5.4%, respectively, and the growth rates of the two after stopping were reduced to -10.0%and -32.1%, respectively. Jin Qiu believes that Li Jiaqi's resume is obvious. Listed companies such as Huaxi Biological and Betaii have direct business cooperation with them. There are many online red products of these companies in the first live products, and the prices are obviously favorable. Li Jiaqi's live broadcast is still very large. If the volume continues afterwards, then the live broadcast may be performed again.

Touring rational health is a test

Although it is obvious, a brand who has worked with Li Jiaqi after knowing his recovery, he revealed that the head anchor has been contradictory with merchants and platforms for a long time. Is it really favorable? She said that after all, the business still had to return to normal.

According to public data, most of the commodities priced by Li Jiaqi are lower than the official website price. For example, the official website of Anta's sports shoe official website is 339 yuan, and the live broadcast room is 279 yuan. This spread was also concerned by netizens, and many netizens called on Li Jiaqi to hit the price.

"The live broadcast and cargo really violated the original intention of the beginning. At first, I hope that everyone can buy" good things "through live broadcasts like shopping. In the lowest price, even for merchants, the live broadcast room of the big anchor does not make money or make money, but can be afforded how much losses. Therefore, in the long run, the entire live broadcast is losing money for the brand. In terms of, the quality of consumption is downgraded rather than upgrade. This intermediate anchor does only have the anchor to make money. "Former Ali executives and consumer brand Tiangong fun executives told China News Weekly. However, he also pointed out that Li Jiaqi is a relatively standardized high -quality anchor. The good coin expels bad coins and gives merchants and consumers more choices.

Li Hao said that Li Jiaqi returned to the development of Taobao live broadcast and ended the embarrassment of no head anchor. Li Jiaqi's return is helpful for Taobao live broadcast to grab some users.

The above executives stated that there are benign competition between the platforms to have a good future. Li Jiaqi is important for Taobao live broadcast. Therefore, Li Jiaqi's return can make Douyin, fast hands and Taobao form a benign competition pattern, which is good for consumers to the industry.

"For the industry, this does involve the problem of excessive concentration of traffic, but merchants should be more and more rational to put in fees." Jinqiu believes that the live broadcast e -commerce industry is currently in the stage of rapid growth. This year, it is estimated that the growth rate of growth rate is estimated. About 25%. At present, the influence of head anchors has weakened, which involves two core contradictions behind this. One is the rapid growth of the industry and anchor literacy, and the lag of the company's development. The other is the contradiction between the anchor's excessive growth and the three parties between the merchants and the platform.

On June 23 this year, the State Administration of Radio and Television and the Ministry of Culture and Tourism jointly released the "Specifications for the Conduct of the Internet anchor" (hereinafter referred to as the "Specifications"), which drawn 31 "red lines" for online anchors. "The strictest and new regulations" involved the strengthening of education, training, daily management, and standardized guidance of online anchors; the establishment and improvement of internal institutional specifications such as network anchors' entry, training, daily management, business score files, and "red and yellow cards" management.

"Live broadcasting the goods has gone through the barbaric growth for more than two years. As a new and rapidly becoming mainstream consumer channel, it is bound to move towards standardized rationality. "Sustainable cost -effectiveness", Zhang Shule emphasized so much.

Author: Meng Qian ([email protected])

Edit: Li Zhiquan

Operation editor: Wang Lin

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