Tik Tok draws lots to buy Vader.
News from Li Jiaqi spread like wildfire. Although Li Jiaqi kept a low profile as much as possible, there was no notice on the accounts of various platforms, and even direct hot search did not appear, but netizens still showed great enthusiasm. For a time, the circle of friends and various platforms were full of live screenshots of Li Jiaqi's return.
Li Jiaqi's return not only gives fans a new reason to chop hands, but also finds emotional sustenance. As a former brother of Taobao, perhaps Li Jiaqi's return is of greater significance to Taobao's live broadcast. In just 20 minutes, the number of viewers in the live broadcast room has exceeded 2 million, one hour later, it exceeded 27 million, and by 9 pm, the number of viewers exceeded 54 million. After the broadcast, the number of viewers reached 63.528 million, and the number of likes reached 65.438+63 billion.
The high popularity of the live broadcast room gave Li Jiaqi a duel, and the spending power of fans also proved the strength of Li Jiaqi. Although there is no slogan such as "OMG buy it" to stimulate consumption desire, it is replaced by "rational shopping", but it is still difficult to hide the enthusiasm of fans.
For example, the first product is a mobile phone stand, which sold out 40,000 pieces of stock in one minute. After the whole live broadcast, 26 products were sold out 18 models. According to China's Newsweek, an industry insider revealed that the sales volume of a 69 yuan product in the live broadcast room that night exceeded 6.5438+0.5 million, and the total sales volume of this product alone reached 6.5438+0.35 million. According to the rough calculation of Jiji. com, the total merchandise brought by Li Jiaqi's return to the first show exceeded 654.38+0.2 billion yuan.
It is worth mentioning that the first live broadcast of Li Jiaqi's return to China is basically some household items, and the prices are relatively cheap, such as 20 packs of Vida paper, 54.9 yuan, 565,438+4 0.6 yuan's secret detergent, and 2 sets of Nivea body lotion in 69 yuan. The highest unit price of this live broadcast is 279 yuan per pair of Anta sports shoes.
Although after the live broadcast, some netizens said that some products in the live broadcast room in Li Jiaqi were not the lowest price in the whole network, it did not seem to affect Li Jiaqi's Jianghu status. Judging from the live broadcast in the next few days, Li Jiaqi's basic disc is still there, and he has maintained his advantage.
It is not difficult to find that on September 2 1 day, the day after the handover, there were 49.605 million viewers, and on September 22, there were 43.423 million viewers. In recent days, the audience has stabilized at around 35 million. Although it was not as popular as it was two days before the handover, it was much higher than the previous live broadcast of about 20 million viewers every day. At present, there are 65.035 million fans in Li Jiaqi, a slight increase compared with 64.48 million fans on the day of reunification.
Judging from the goods on the shelves in recent days, Li Jiaqi's core advantages can still be brought into play. On the one hand, the source of goods in the live broadcast room is basically the official flagship store, so there is basically no need to worry about fakes. Recently, the frequent incidents of a star passing a car with goods have strengthened his advantage.
On the other hand, the discount of big-name makeup in Li Jiaqi's live broadcast room is still very attractive to fans. For example, Guerlain lipstick core and shell can only be bought in 620 yuan, while in live studio in Li Jiaqi, the price is 300 yuan. For example, 30ML TF perfume, starting from the official price in 60 yuan, also gives a dress lipstick and 6 perfume samples.
From the cautious live broadcast on the day of reunification to the relaxed live broadcast atmosphere now, at the same time, the beauty product preview of the Double Eleven and the normal promotion of the variety show "All Girls Discount" all indicate that Li Jiaqi's return is gradually on the right track, which may be even more significant for Taobao live broadcast.
In the past, with the help of two super head anchors, Li Jiaqi and Victoria, Taobao occupied an important position in the field of live broadcast, which also led to Taobao's more obvious head anchor effect TOP30. Soochow securities's report shows that in September, 20021year, Taobao made a list of nine anchors, of which Weiya and Li Jiaqi occupied the first and second positions respectively. Viya left last year, 66550 this year.
The absence of Taobao's head anchor not only weakened the external influence of Taobao live broadcast to a certain extent, but also had a great impact on the GMV of the platform. According to the star map data, during June18 this year, the total sales volume of Tik Tok ranked first, while A auto FMCG and Diantao ranked second and third respectively. Taobao, which lacks a head anchor, has become the only live e-commerce platform that has not released a battle report this year.
As for the beauty category, without Li Jiaqi's blessing, the sales of Taobao beauty category also dropped sharply. According to the data of NINTRINTO, during June18, the number of brands of cosmetics, perfumes and beauty tools on Tmall dropped from 7 to 5.
In order to reverse the decline caused by the lack of head anchor in Taobao live broadcast, Taobao began to dig people all over the network. In fact, as early as before, Taobao had related actions. Tik Tok's tens of millions of fans' Yan value blogger "Yi Li Little Sally Zi" and the famous UP owner Zhu Yiyou have already settled in Taobao for live broadcast, but from the actual performance, these talents have not maintained their previous influence after cross-platform, let alone compared with Li Jiaqi.
For example, "Yi Li Little Sally Son" currently has 1 1.76 million fans in Tik Tok, but only 660,000 fans live on Taobao. Judging from her recent live broadcast data, it only reached 2.04 million viewers at the highest time, and sometimes even only a few hundred thousand viewers. At one time, Zhu had 3.76 million fans, while Taobao had only 55,000 fans. Observing his live broadcast, it is not difficult to find that he only watched hundreds of thousands of people each time, which shows that the talents on external platforms actually have limited pulling effect on Taobao live broadcast.
Now that Li Jiaqi has returned, it can actually increase Taobao's confidence in the face of the Double Eleven, and it can also help it regain a game in the competition with other platforms. After all, the head anchor contributed a lot to Ali's GMV of 498.2 billion in 2020 and 540.3 billion in 20021. The return of Li Jiaqi not only increased Taobao's confidence in promotion, but also ensured the daily flow of Taobao's live broadcast.
As a shelf e-commerce, Taobao does not have the ability to generate traffic, so Taobao has always had a strong desire for external traffic. Although Taobao is also striving to develop its content strategy, its ability in traffic retention is not strong due to the lack of content genes. The number of viewers in the live broadcast room of the head anchor mainly comes from the private domain traffic in the platform, so it often plays the role of retaining traffic. The return of Li Jiaqi, to a certain extent, eased the traffic dilemma of Taobao, and at the same time, promoted the traffic between some head anchors of the platform.
For example, on the day of Li Jiaqi's return to China, the live broadcast data of "Bee Surprise" reached 6.5438+0055 million, while most of the data before the live broadcast was around 6.5 million. On September 20th, the viewing data of "Kiki in Jie Chen" was 7.7 million, which was higher than 6.44 million and 4.565438+million in the previous two days.
In addition, the return of Li Jiaqi also eased Taobao's anxiety about the head anchor to some extent. During the suspension of broadcasting in Li Jiaqi, Oriental Select quickly circled powder in Tik Tok through bilingual live broadcast, which became a phenomenon of live broadcast with goods. This content-driven live broadcast room has also become the focus of Taobao live broadcast.
On September 1 day, at the 2022 Taobao Live Festival, Cheng Daofang, general manager of Alibaba Taobao Live Business Group, said that with the arrival of outstanding content entrepreneurs in Taobao, Taobao Live will enter a "new content era", and outstanding content entrepreneurs will receive all-round support such as industry binding, commission incentives and exclusive traffic.
It is worth mentioning that Taobao Live 2.0 intends to "learn from" Tik Tok's traffic allocation mechanism and add content indicators. It not only considers historical transaction records, but also redistributes traffic according to real-time transaction conditions and content performance, so the live broadcast room with good content and high conversion will get more public domain traffic. The purpose of Taobao live broadcast is obvious, that is, I hope to recreate an "oriental selection" in Taobao ecology.
In addition, Taobao also released four anchor policies: new pilot plan, light guide alliance, super new coffee plan and source power plan, taking into account the head and waist, aiming at revitalizing Taobao's live broadcast ecology. But the fact is that it will take some time to verify whether these plans can achieve the expected results. At present, the return of Li Jiaqi seems to be the most efficient way to revitalize Taobao's live broadcast ecology.
In the past, top head anchors contributed high GMV and considerable traffic to the platform, but they also posed a certain threat to the platform, so decapitation became a trend. After Li Jiaqi stopped broadcasting, it can be seen that the role of super anchor is still difficult to be replaced in a short time. Now that Li Jiaqi has returned, Taobao Live may need to rethink the relationship between them.