Its about to break, my God, the last night. There are some reluctant, how to the last night? Another 618, no, no, no, I dont want to die. Its really terrible. Li Jiaqi said to his all girls.
More than four hours later, at 23:38, Li Jiaqi finished the live broadcast that night, stretching his waist and sitting up from his seat.
At the same time, in the live room of Shanghai, all the staff of Li Jiaqis live room began to applaud and celebrate the successful ending of 618.
Li Jiaqi and her pet never say goodbye to fans in the studio
At 12 a.m., the office building of meiwring (Shanghai) Network Technology Co., Ltd. (meiwring) is still bright, as if it were every 12 oclock in the day.
At 12 oclock, after Li Jiaqi got off work from the live studio, he actually participated in a resumption meeting. Twenty or thirty colleagues sat around the sofa, and many stood at the bar, holding computers to record information. Almost everyones work has been reviewed one by one, from the on-site co-workers to the assistant who prepares the products to Li Jiaqi himself. From commodity display to price transmission, to the whole performance of Jiaqi, and finally to the sales of each kind of products, the analysis will be carried out one by one at the resumption meeting.
After May 1 this year, Li Jiaqi moved the studio to the company completely and no longer broadcast it at home. When asked whats different at home and in the company, Li Jiaqi said: of course, its different, because before live broadcasting at home, our living room may have up to six to seven people, but when we came to the company, all our colleagues, including the investment team, selection team, quality inspection team and customer service team, would be around me, helping us present the live interface together More professional.
Busier than last years double 11: 22 live shows, 125% of sales in 19 years double 11
Its terrible. This is Li Jiaqis exclamation on the high-intensity work during 618. Behind such a high-intensity live broadcast, there are also terrible data. According to the data disclosed by meiwrist, on June 18 this year, the sales volume of Li Jiaqis live studio reached the sales volume of the whole month of May last year and half of the sales volume of June last year.
On the evening of May 24, Li Jiaqi started the first live broadcast of this years 618 promotion. According to the third-party data platform you adult, until June 18, Li Jiaqi had a total of 22 live broadcasts, each of which lasted about 4 hours, carrying 732 goods.
At 19:20 on June 18, 10 minutes before Li Jiaqi started broadcasting, Li Jiaqi sat on the seat in the live room and made the final preparations before the broadcast. The staff make up for him and tidy up the equipment. The workbench is full of the products to be broadcast today: drinks, makeup remover, lipstick, shampoo, etc. Behind Li Jiaqi is the red wall that appears in the live room every night. There are five photography lights in the studio, which can be seen from the setting position. Three of them illuminate people and two of them play background light.
According to the on-site staff said: in the previous few days, Jiaqi almost sat on the station a minute or two before the start of the broadcast. Perhaps because this is the last ending battle of 618, the staff in the whole studio pay special attention to this big day of killing the youth.
In 618 this year, Li Jiaqi is busier than the double 11 of 2019. But Li and his team took longer to prepare for the heavy workload.
My team and I started preparing for 618 a month or two ago this year, Li said in an interview with surging news on June 18
Im very satisfied with the sales data of 618 this year. According to our statistics, this years 618 sales are 125% of last years double 11, and 7 times of last years 618 data in the same period. These data prove that we are growing steadily. Li Jiaqi told surging news.
Li Jiaqi is a beauty BA (Shopping Guide) and has always recommended beauty products. In this years 618, among the more than 700 products sold in Li Jiaqis 22 live broadcasts, two-thirds of them are beauty care products, and the rest are snacks, electronic products, etc.
I dont think theres any left behind: Gmv is growing and selection is more rigorous
Li Jiaqi doesnt seem to care about the idea that he has been left behind.
On the eve of 618, there were some opinions on the Internet, such as Li Jiaqis viewing volume declined in the live broadcast room and Li Jiaqi has fallen behind. In the face of the recent external views on Li Jiaqis falling behind, Li Jiaqi said frankly: I have seen a lot of such articles, but I am not very interested, because my Gmv is growing if I want to speak with data.
On the evening of June 18, Li Jiaqi showed her products in the Live Room
Li Jiaqi believes that compared with the number of views in the live room, businesses are more concerned about conversion rate and sales. Businesses are concerned about the number of people entering the store when recommending products, and the sales conversion rate, that is, how many things can be sold. As for the number of views, our data is not low. When we do special activities such as poverty alleviation and intangible cultural heritage, we may only have one or two hours of live broadcast time, so the corresponding cumulative amount of viewing cannot be compared with four or five hours. What we care about is the conversion rate and the empowerment of the brand. So theres no left behind.
Li Jiaqi admits that he has pressure every day, but the pressure does not come from more and more new players entering the live broadcasting industry.
This year, 618 is indeed more busy than before.
Affected by the epidemic, many brands offline sales channels have been replaced online this year. More and more e-commerce and live broadcasting platforms are opening live broadcasting with cargo functions. Many new players, including CEOs and stars, have joined the live broadcasting with cargo army.
The huge fan group is the biggest bargaining chip between online Red anchors and merchants. In addition to the personal charm of the host, the discount and thoughtful after-sales service across the whole network, as well as the high-quality products that need to be carefully selected, can maintain the loyalty of fans.
We initiated the QC (quality inspection) team, which is composed of personnel with professional backgrounds in food direction, biochemistry, materials science, etc. They have very strict standards for the production, packaging, selling points and transportation of goods. Li Jiaqi introduced to the reporter.
Wei Yinghui, vice general manager of meiwri, also introduced in an interview with surging news: now there are about 10 colleagues in the selection and quality inspection team, and the investment promotion team is the first link of the selection. They will do the basic screening, and then the professional review of the selection team and the younger public review in the company will continue to screen. Among them, our QC quality inspection team will review whether their ingredients are healthy and safe, whether there are some factors that play a role in the qualification and selling point, and whether the words and patterns on the package are in compliance.
Li Jiaqi has been working as a delivery anchor for 4 years since he was transferred from offline BA (Shopping Guide) in 2016. Looking back at 618 every year, Li Jiaqi felt that this year was the most impressive.
618 is the busiest time for a host. This year, in addition to the daily live broadcast, we not only went to Ninglang County of Yunnan Province to do the public welfare activities and live broadcast of poverty alleviation, but also brought goods for the famous intangible cultural heritage food in Beijing on the day of cultural and natural heritage day. We hope that through the 618 node, we can recommend more good Chinese brands for you, tell new Chinese stories for good brands and products, and let all girls know what the new Chinese products are like. Li Jiaqi said.
Not only recommend commodities to all girls, but also Li Jiaqi is a contributor to the turnover promoted by 618. As the first brother of Taobao, Li Jiaqi revealed that during the 618 promotion, he would also rob goods through live broadcast.
Before entering the industry, I didnt know much about e-commerce. After the live broadcast, I gradually learned about online shopping and the industry. I bought a lot of cosmetics, skin care products and some household products this year. We are in the state of buy, buy every day. We have a small team to search for new products all over the world, such as life products and fashion products, including some furniture products. We will buy it back and make our own evaluation. If we think its really easy to use, we will try to recommend it to you.
I know consumers better than CEO, Im like a product manager
Li Jiaqi said frankly that three years ago, he also experienced a period of price war with live delivery. But now, the most important thing in the industry is product quality, not price.
At the beginning, the live broadcasting industry also experienced the era of low price discount. A few years ago, we sold 9 yuan 9, 29 yuan 9, 39 yuan 9 and so on. But later, I gradually found that some of my all girls are high-quality customers, who want to buy better brands and more refined products, and then we will more and more choose international brands and treasure brands for you. Now in my studio, 500 yuan of cream, 1000 yuan of skin care products, and even 3C products can be sold well, which means that as long as the products we choose are good, everyone is willing to accept it.
Li Jiaqi believes that he has formed a stable triangle structure with consumers and brands.
For all girls, I help them to seek benefits, more like a bridge; for businesses, I bring them brand empowerment. I think this is a win-win situation for all three parties.
For brand empowerment, it is also the difference between Li Jiaqi and other anchors. In addition to recommending products to you in the live room every day, I will spend a lot of time communicating with brands. Three or four years of live broadcast let me accumulate a lot of data in my head, I know what kind of products all girls like. I will also spend a lot of time communicating with Chinese brands, because I think the domestic products need to be recognized by everyone, and the domestic products need to be better and better.
I think that for some domestic products, I used to only help them mine good products and then recommend them to consumers, which is my previous role. Now Im a little like their marketing director or product manager, making suggestions for their product packaging, price, marketing methods, etc.
My studio has the function of two-way company
I used to post a micro blog, which means what is Li Jiaqis live studio for you? One of the comments that touched me most and praised me most was that Li Jiaqis live room was full of fireworks. I think my studio is a kind of two-way company with all the girls. I will accompany them and they will accompany me. Li Jiaqi said with a smile.
Talking about the progress of the ultimate dream, on June 18, Li Jiaqi shared with surging journalists: Im getting closer to it step by step. In the past, I spent a lot of time communicating with first-line international brands, domestic brands and good niche brands. I think Li Jiaqi is not responsible for everyone if she makes a brand in a year or a few months. I also need to accumulate, learn from CEO and excellent product manager of big brand, and I will take this brand out only when I am ready. Because I want to be able to stand up to all the girls who believe in me.
Li Jiaqi believes that online and offline combination will be a better sales model. Online live broadcast does bring convenience to shopping, but product experience is also very important. The counter can provide good services. If online and offline are combined, I think it will produce the effect of 1 + 1 greater than 2.