Did Li Jiaqi really overtake Wei Ya? The reason is not that simple.
Editor’s note: This article is from the WeChat official account “DT Finance” (ID: DTcaijing), author : Mr. DT was awakened by the gong.
In the early morning of October 21st, for Xiaojing, it has become her deepest memory of Double Eleven this year.
“That night, like guerrilla, I grabbed a few pieces in the Li Jiaqi live room, went to the Wei Ya live room to have a look, and immediately went back to Li Jiaqi’s live room… In the end, I made more than a dozen orders inexplicably, and a lot of them were not grabbed. “Xiao Jing, who repeatedly jumped horizontally, complained.
It’s not only Xiao Jing who worked hard, but Li Jiaqi and Wei Ya, who worked hard to bring the goods, made a live broadcast from 6 or 7 in the evening to the early morning.
On the one hand, Li Jiaqi and Wei Ya who gave Hermès to Dior, and on the other hand, are consumers who want to sweep the goods.
Although the anchors are desperately loading goods, they can’t satisfy all the consumer desires waiting to be fed. A Hupu brother said: “I helped my girlfriend grab something early this morning. The 40w facial cleanser of a certain brand was not available in less than a second, which is too difficult.”
It can be seen that many men were temporarily arrested that night to become strong men, but even if two people fight together, they can’t get much purchase rights from netizens.
If you did not participate in this “battle” that night and did not experience such a fierce scene, then you can roughly imagine that when you dropped a handful of bait, hundreds of thousands of fish were eating at the same time. Scenes.
Double Eleven is not only a battle between desire and wallet, but also a battle between network speed, bandwidth and character.
The girls who don’t allow their boyfriends to speak loudly on weekdays were yelled by the anchors at the risk of gongs, dark circles and puffiness the next day. After all, in the face of cheapness, everything else is not worth mentioning. Buying is earning, and not buying is losing money.
That night, the total GMV of Li Jiaqi and Wei Ya was close to RMB 8 billion. According to the price of 40 million in the Wei Ya live broadcast room to buy a rocket, this 8 billion GMV is enough to go to the sky 200 times.
This is the first time Li Jiaqi has surpassed Wei Ya in months
Actually, on the first day of Double Eleven’s pre-sale, not only the consumers in front of the screen were rushing, but after the screen, Li JiaqiAnd Wei Ya is also constantly competing.
That night, Li Jiaqi, who was often overwhelmed by Wei Ya, performed better, not only in the number of viewers but also in the GMV.
For Li Jiaqi, this is a long-lost “victory”.
From May this year, Li Jiaqi’s assistant, Fu Peng, started flying solo, “Li Jiaqi is left behind?” “Li Jiaqi is going to die?”…… So the voice of Li Jiaqi’s bad news is endless.
The data seems to confirm this.
According to the historical live broadcast data in the Taobao interface, Li Jiaqi, who used to broadcast 389 live broadcasts 365 days a year and known as the “Iron Man”, has only broadcast 185 live broadcasts since 2020, which is 55 less than Wei Ya.
Among them, during the Spring Festival in February, Li Jiaqi’s live broadcast was less than half of Wei Ya’s. In the following three months, although he tried to catch up and narrow the gap, in June, Li Jiaqi, who was in repeated physical conditions, stopped broadcasting for more than a week due to rhinitis surgery. , Causing the number of live broadcasts to encounter Waterloo again.
The number of views also shows Li Jiaqi’s decline. At the beginning of the year, Li Jiaqi, whose traffic was comparable to Wei Ya, has been gradually thrown away by Wei Ya since March, and has only recently started to pick up.
It’s not just the decrease in traffic. According to the estimated number of viewers, the number of goods brought and GMV and other data from Zhigua Data, as of October 22, Li Jiaqi’s average live broadcast data for the past 30 days, except for the number of likes and comments Beyond Wei Ya, he was almost overwhelmed by Wei Ya.
In the past six months, regardless of Baidu index is still WeChat index, and Li Jiaqi has always been under Wei Ya. Although Li Jiaqi’s name can often be seen on hot searches, there have been many live broadcasts of car rollovers: “opening Huangqiang” to Yang Mi, calling the wrong name Yu Shuxin…
On the other hand, Wei Ya, while the live broadcast data is increasing steadily, the entertainment industry is also getting better and better. According to media statistics, as of mid-July this year, Wei Ya has participated in 16 variety shows as the main guest, twice that of Li Jiaqi.
Xinhuanet e-commerce leader Wang Sheng once summed up: Li Jiaqi’s recent performance has been declining and cannot be separated Three major problems: limited product selection, traffic being divided, and fan spending power decline.
These issues have been discussed many times a few months ago. And when everyone was analyzing why Li Jiaqi could not carry goods as well as that year, Li Jiaqi had a good start at the node of Double Eleven.
Competition player Li Jiaqi
On the night of the Double Eleven pre-sale, a Weibo topic is posted Hot search list.
Some netizens compared the live performances of the two leading anchors that night,Many people pointed out that Li Jiaqi’s live broadcast sequence was more rhythmic and the rules explained more clearly, and he won in the live broadcast experience. But for consumers who jump repeatedly between the two live broadcasts, this may not constitute a particularly important factor.
On the evening of October 20th, Xiao Jing, who ordered more than a dozen cosmetics in Li Jiaqi’s live broadcast studio, said that she went for the pre-sale of double eleven with the beauty products.
“Actually, I usually buy a lot of things in the Weiya live broadcast room. I buy some small snacks. But on Double Eleven, Li Jiaqi (the live broadcast room) does have more cosmetics that I like.” Xiaojing told we.
From 2014 to 2018 on Tmall Double Eleven, the proportion of sales in the beauty industry has been rising every year, and the growth rate is very significant.
According to DT Jun’s survey on Double Eleven in 2019, the beauty and personal care category also received the most votes from consumers.
On the first day of the pre-sale, the product categories launched by Li Jiaqi and Wei Ya in the live broadcast room are quite different.
In Li Jiaqi’s live broadcast room, beauty products accounted for 85% of all products, more than 100 pieces. In Wei Ya’s live broadcast room, the overall number of products is slightly more than Li Jiaqi, but the number of beauty products is less than Li Jiaqi, accounting for 55% of all products. In addition to beauty products, Wei Ya’s product richness in other categories is higher than Li Jiaqi.
From the perspective of the number of brands involved, the difference between the two is even more obvious.
In the non-beauty category, Via’s advantage is obvious. In the field of beauty, the number of brands in Li Jiaqi’s live broadcast is 1.7 times that of Via.
In the previous article, we mentioned Li Jiaqi’s product selection restrictions. Li Jiaqi almost only has enough power to carry goods in one category of beauty. And Wei Ya’s live studio is like a department store, from household daily necessities to snacks, home appliances,Clothes and bags are all-encompassing.
In normal times, compared with Li Jiaqi’s main beauty fans, Wei Ya’s fans in the daily live broadcast room have a wider audience and higher consumption frequency.
But in the big promotion period like Double Eleven, the beauty category seems to be born with a shopping festival aura.
The beauty enthusiasts Li Jiaqi attracts daily, although the frequency of consumption of beauty makeup is not as high as that of household daily use and food categories, the phenomenon of stockpiling in Double Eleven is very common. Therefore, Li Jiaqi, who is very strong in the field of beauty, can explode even more energy on Double Eleven.
Whoever leaves the circle earlier, Whoever has a bigger passerby
The second point, we are going to mention the timeline of Li Jiaqi and Wei Ya’s lap.
On social platforms, many netizens said that they watched the live broadcast with the idea of avoiding the strategy. The mentality of many friends is that “the selection and price of the top anchor will never be too bad.” In this group of consumers, there are obviously also many passersby who are not the live broadcast audience.
In this case, an anchor who is out of the circle earlier and has a higher topicality will obviously have a greater advantage.
Looking back at the beginning of the hot live broadcast, Li Jiaqi is the originator of the real promotion of live broadcast.
As early as 2018, Li Jiaqi’s lipstick color test in the live broadcast room was cut into short videos and became popular on Douyin. The title of “Lipstick Brother” followed, and his mantra “OH MY GOD” has also become One of the annual bursts, was repeatedly played badly by netizens.
Although Wei Ya started earlier on Taobao, her early influence has always been limited to the “Tao Department”. According to the data from the Tao list, it was not until the end of 2019 that the fans of the two began to rise rapidly. And in just one year, the number of fans has exceeded 30 million.
This is inseparable from Li Jiaqi’s promotion. A former employee of Qianxun (the MCN company where Wei Ya works) once told the media: Wei Ya’s popularity only rose in 2019. Wei Ya herself once admitted that her fame is inseparable from Li Jiaqi’s “assist”.
From the hot search data on major platforms, Li Jiaqi has more hot searches than Wei Ya.
Our statistics on Weibo hot search topics of Li Jiaqi and Wei Ya found that since May 2019, Li Jiaqi has frequently been ranked first on Weibo hot search lists.
FromSince March of this year, Li Jiaqi will top the hot search list almost every month. Compared with Li Jiaqi, Wei Ya rushed to the front row of the hot search relatively less.
From the perspective of specific topics, Via’s hot search topics generally revolve around the live broadcast itself and the celebrities who boarded on Via’s live broadcast room.
Li Jiaqi seems to be better at creating topics. Every star who boarded Li Jiaqi’s live broadcast room can always interact with him with enough topics.
Li Jiaqi also has a talent for bringing his own topics. For example, “Li Jiaqi’s Teeth” was ranked first on the Weibo hot search list on September 22 this year. When you click into the hot search, you find that Li Jiaqi has made a porcelain tooth. This makes DT think of the fear of being surrounded by bangs, dressing, crying and laughing of various traffic flowers on the Weibo hot search list.
(Picture source: Weibo)
It seems that Li Jiaqi, who has 20 million followers on Weibo, is more like a traffic artist, and Wei Ya is like a walking popular department store.
After all, there are a lot of topics that people can discuss about Li Jiaqi-Li Jiaqi not only has teeth, but also dog never, and once had a small assistant. Regarding Wei Ya, people only talk about Wei Ya alone and the numbers in her live broadcast room.
Put these two different people in the context of Double Eleven, we will find that Li Jiaqi, who came out of the circle earlier and focused on the popular category of beauty makeup, will obviously be more attractive to passersby .
This also means that under the national carnival of Double Eleven, there will be more passers-by who don’t usually watch live broadcasts and walk into Li Jiaqi’s live broadcast room.
So on the first day of the pre-sale, it is not surprising that Li Jiaqi was able to surpass Wei Ya in terms of number of viewers and sales of goods.
However, after the craziest rush on the first day of the pre-sale, on October 21st and 22nd consecutive nights, the number of viewers in the live broadcast room of Via surpassed Li Jiaqi.
(Picture source: Taobao Live)
It seems that this tough battle for the head anchor will not end in a short time.
But again, the more fierce the host’s battle, the harder the sales, the faster our wallets will be emptied.
It’s only a few days since Double Eleven started the pre-sale, how many friends in front of the screen have become the last money?
So, the live broadcast between Wei Ya and Li Jiaqi, which one did you pick? Welcome everyone to discuss in the message area and let DT copy homework.