Li Jiaqi and Wei Ya in Taobao live broadcast, in the end, are all human figures.
Editor’s note: This article is from WeChat public account “IC Lab” (ID: InsightPlusClub), author Xu Beidou. The original title “I went to see Li Jiaqi’s live broadcast for the first time last night. I didn’t expect to place a sofa.” 》
Li Jiaqi and Weiya, why should we compete for the first person in Taobao? In fact, it is about survival. Compared to the content of the anchor itself, the price is the driving force for fans to follow the anchor. To some extent, these big anchors are not KOL in nature, but the human type of cost-effective.
“The first time I went to see Li Jiaqi’s live broadcast last night, I didn’t expect to place a sofa!”
If you didn’t open Taobao live on the evening of October 20, congratulations, you saved yourself thousands of dollars.
But don’t open the Taobao live broadcast in the next few days, or you will understand what is on the top. For example, you are still considering an eye cream. Woke up the next day and found yourself placing a Chivas first-class sofa.
On the evening of October 20, Li Jiaqi hanged a link to a luxurious sofa in the live broadcast. Many fans have placed orders
Although there are still twenty days from the double eleven, Taobao live pre-sale has become the outpost of the competition of major brands – this largely determines the final score of the double eleven.
The competition between the major brands is more intense, and it is the war between Taobao’s brother Li Jiaqi and a sister. After a short period of fans surpassed Wei Ya this year, she was overtaken by Wei Ya, and returned to the top with a pre-sale live broadcast. Li Jiaqi continued to launch a shock to the first person in Taobao.
As the most trafficked blogger in Taobao, the status of Weiya is not easy to shake. Although in the live broadcast on the 20th, there was a hotLi Jiaqi, who was behind, was the leader in the real-time ranking of the TOP50 peak anchor.
This “war of goods” is far from over.
Who is the first person to broadcast Taobao, this is a question that requires multiple dimensions to verify.
01
Basic people know that traffic is now divided into “public domain” and “private domain”.
Everyone has a slight understanding of these two concepts, but there has been little change in the general direction. The public domain is the traffic of the platform itself, and the private domain is the traffic that comes with the individual.
The product of the headline is a typical public domain. Whether it is today’s headlines or vibrato, it is pushed by the algorithm. KOL wants to survive and even red, relying on the traffic distributed by the platform.
Common private domain traffic is WeChat personal number and WeChat group. In terms of professional point, it can quickly reach the user. This is a very symbolic private domain traffic characteristic.
First of all, I have never said that I don’t think there is “true private traffic” in this world, because any traffic is definitely obtained from the platform, and almost everyone is subject to the platform.
For example, if you operate seven or eight hundred and five hundred WeChat groups, it seems that there is private domain traffic, but as long as WeChat is willing, you can always kill your WeChat group.
This kind of platform is controlled by the platform, and the freedom of the private domain is only relative.
Taobao Live is a very special one among all platforms because it has many traffic characteristics in both public and private domains.
On the one hand, Taobao, as an active user, reaches 600 million super platforms, and it is a huge public domain traffic pool. And these users are all consumers, shopping tends to be strong, which is the essential difference from other platforms.
But because Ali has always lacked social genes, such a huge amount of traffic can’t be operated. The relationship between the user and you is to buy and leave, think about what social connection you have with a large shopping mall?
Taobao Live is a solution to solve this problem. Since we are a sales platform and have such a large amount of traffic, instead of letting other platforms bring goods, it is better to sip on your own site!
This way, the anchor of Taobao has actually become a private domain. First of all, many Taobao users do not rely on the platform to distribute, but take the initiative to look at the several anchors that they are concerned about. Secondly, in the independent live broadcast room, the ability of the anchor to reach the user is even stronger than WeChat.In the hands and feet.
Although I don’t care about the first few, I think it will be a sister for many years. Weiya knows better than everyone. At present, Taobao live is still an oligarchy game. If the first throne is handed out, it means that the brand side is tilted in resources.
The battle between Li Jiaqi and Weiya has just started, and the two-day pre-sales sides must not be too much in terms of data. The real battlefield is still double eleven, that is the carnival that the whole people buy and buy, and it will also be the battleground between Li Jiaqi and Wei Ya.
Of course, no matter what the outcome, the biggest winner is always Taobao. Li Jiaqi wants to break this bondage and must constantly circle. And if Viaa always only counts the gains and losses inside Taobao, I am afraid there will always be a day of exhaustion in the workplace.