All girls, buy it!
Editor’s note: This article is from WeChat public account “Shantou Business School” (ID: Mantousxy), author Han Junjie.
“The top, really is very good.”
This is a lot of users who don’t usually watch Taobao live broadcasts. After reading Li Jiaqi’s live broadcast, they will mention the high-frequency evaluation words.
The mentality and behavior of these people are mostly like this: at first, they dismissed it and thought that this man would only brainwash; then he held the “Buddhist Biography”, the Chinese woman, “I want to see this palace, he has “How much is the ability” to see his live broadcast; after reading the results, I did not control for a while, went up, and placed a single.
October 20, this is the first day of the double eleven pre-sales this year, 39 single items, 5 minutes “Feng Shen”, more than 31 million people live watching live broadcast, the peak of the anchor list, with excellent record Li Jiaqi rushed to the first day of the microblogging hot search list.
On the second day of the Wuzhen Internet Conference sub-forum, Li Jiaqi’s name was repeatedly mentioned. “The number of people watching this time is equivalent to a few hours of live broadcasts. Everyone in a medium-sized province went up and saw it.” Ali executives said, “Last year’s double eleven, Li Jiaqi sold 300 million yuan in sales alone. This year, his sales alone can exceed 1 billion.”
This record is a concentrated outbreak of Li Jiaqi’s potential, but it is not the first time. Looking back on the past history, he can always refresh people’s cognition again and again: 5 minutes of live selling 55,000 lipsticks, 5 and a half hours of goods 3.53 million…
The powerful ability to bring goods has also brought great returns to Li Jiaqi. In a media interview in the first half of this year, Li Jiaqi revealed that he now has 6 digits of income per month and annual income of over 10 million. However, from today’s situation, his monthly income is obviously more than six digits.
Behind this success, he can’t do without his hard work and hard work. Every step he took took a lot of effort. Throughout his history of fame, he can even say that every step of his life is a meticulous “calculation.” Of course, this “calculation” is derogatory.
Today, let us look at the secrets of his success through Li Jiaqi’s popularity.
01 Building a person, making a contrast, professionally serving people
For the user, the usual Internet access is mainly to kill the debris time, most people do not want to spend too much energy to study how a person is. Therefore, a net red if you want to let others quickly know you, the best way is to label.
A person is actually a combination of labels. When Li Jiaqi is mentioned, many people will think of the first reaction.He is the title of “Brush one brother.”
1, create contrast, create a person
In people’s usual impressions, lipstick is exclusive to girls. However, when Li Jiaqi is here, he does the opposite. He uses his mouth as a male to try lipstick, which is easy to attract people’s curiosity and attention.
The key is that the boy’s lips are full and round, his mouth is rising, and his facial features are correct. Even the lipstick is even better than the girls. The contrast caused by this behavior will bring a strong visual impact to the user and will attract more people to watch.
The concern brought about by contrast is one aspect. On the other hand, Li Jiaqi is also familiar with lipstick. His live broadcast, 80% of the recommended lipstick. Other beauty anchors tried lipstick on the arm, and he always insisted on using his mouth to test lipstick.
In a live broadcast, Li Jiaqi tried more than 180 lipsticks and tried to numb the lips directly. Netizens called him “Iron Lips”, Li Jiaqi was ugly, refused, “the whole style of painting was ruined”, let everyone call him “a lipstick.”
Talk about lipstick, which is the main content of Li Jiaqi’s consolidation. In September 2018, Li Jiaqi successfully challenged the Guinness World Record for the “maximum number of people who painted lipstick for 30 seconds” and became the world record holder of lipstick. Not only that, but he also sold lipstick with Ma Yun PK and successfully defeated Ma Yun.
A series of behaviors around “lipsticks” are constantly emphasizing the “small lipstick brother”. In the face of homogenization of content products, Li Jiaqi has embarked on a different path and constantly strengthens himself. The image also makes his image of “small lipstick” more deeply rooted in the hearts of the people.
2, solid professional ability
After graduating from university in 2015, Li Jiaqi made a BA (Cosmetics Counter Beauty Consultant) in L’Oreal brand counter in Nanchang, Jiangxi. For three years in the counter, with his excellent understanding of cosmetics and thoughtful service, Li Jiaqi won the customer’s likes and recognition. This point is evident from his sales far more than his colleagues.
The actual combat under the 3-year line has laid a solid foundation for him. On the online broadcast, Li Jiaqi’s professional level is enough to hang many amateur beauty bloggers.
In the live broadcast process, Li Jiaqi’s functions on the product include ingredients, usage scenarios, selling points, and makeup effects.If it is suitable for the introduction of the crowd, it will be able to answer questions quickly. For the understanding of lipstick, he is said to be an expert in the expert.
In a recent live broadcast, Li Jiaqi tried a lipstick and said that it was a 16-color lipstick. The comment area and the assistants around him reminded him that it was the 80th color. Li Jiaqi insisted that this is the 16th color, and said: I am Li Jiaqi, can I not know what color? I have a 16-color color in my head. The little assistant didn’t believe it, and carefully looked at the bottom of the lipstick and the packaging, which was really the 16th color.
From the information conveyed by this episode, we can see Li Jiaqi’s solid professional ability. Similar to this kind of professionalism, it is everywhere in his video, which is also an important reason for fans to be convinced.
02 Live live business ability, strength pet powder
Want to be a popular anchor, the most tested is the live broadcast capability. The lens is strong in expression, eloquent and unique in style. In the long run, a group of loyal fans will be trained.
1, magical words Ohmygod
I believe that after listening to Li Jiaqi’s live broadcast, he will be amazed by his eloquence.
“Ohmygod” has become Li Jiaqi’s classic mantra and his first “mark”. So now that “Ohmygod” is mentioned, Li Jiaqi will immediately appear in people’s minds.
Therefore, when the Internet spreads widely, “I am not afraid of the sky, I am afraid of it, I am afraid of Li Jiaqi Ohmygod.”
In addition, words like “My Mom! Look good! Buy it!” These words also appear frequently in his live broadcast, accompanied by high voices, constantly stimulating the brains of netizens, inspiring netizens to buy again and again. Desire.
“All girls, are you ready? 3, 2, 1, link to 喽!” After ohmygod, “all girls” became Li Jiaqi’s latest mantra. When this line came out, it successfully captured the attention of consumers.
In a network society where information is rampant, whoever catches the attention of the audience will succeed half. And Li Jiaqi shouted “all girls” over and over again, that is to ensure that netizens are focused. Some netizens even commented that every time Li Jiaqi yells at all the girls, she can’t help but want to call “to!”The netizen said that his hair is not neat, he will take care of it immediately.
Even if he is online, he will not wear a mask when he goes out. When he meets a passerby and takes a photo with him, he will never refuse. Sometimes he even takes the initiative to bring more than a dozen lipsticks to the streets, so that they can be used as a welfare when they meet fans.
In addition, when broadcasting, when evaluating some brands, whether it is a niche brand or a big name, Li Jiaqi treats them equally. If you are ok, say good, not good.
For example, he once pointed out during the live broadcast that a red number is the color of Montenegro’s old demon, and a certain color has no mouth, and a color number is simply the color of the disco ten years ago.
The attitude is clear, not kidnapped by the brand, for the sake of fans, such a person’s image is full and three-dimensional, it will also make fans feel good and trust double, which will increase the stickiness of fans.
For the anchors, the lowest price of the whole network is a symbol of identity. Why do fans want to shop in the live room? It is precisely because of the great incentives for the goods in the live room. You only have to get the lowest price to watch your fans more. In protecting the interests of his fans, Li Jiaqi is also unambiguous.
A brand once gave Li Jiaqi a higher price than another anchor for 5 yuan, which made Li Jiaqi thunder in the live broadcast and directly asked fans to return it to the bad review.
Unable to get the lowest price, fans can’t enjoy the real discount. This is both a deception to fans and a damage to their credibility. The final result is the loss of fans.
03 Get out of Taobao live, global drainage
After today’s network red, the basic layout of multiple platforms for their own traffic, almost rarely only stationed on a platform. Because only in this way, you can let more people know and spread their fame.
In 2018, facing the fierce competition of Taobao anchors and the anxiety of traffic, under the suggestion of Zhao Yuanyuan, the person in charge of Taobao live broadcast, Li Jiaqi went out from Taobao live broadcast, went to shake the voice ring powder to expand the influence, and transformed the Taobao traffic to The live room is realized.
Li Jiaqi who went out, the results are remarkable. As of October this year, Li Jiaqi has successfully circled 34 million in vibrato. At the same time, he has been leading the Taobao live broadcast. In the past two days, the number of followers of his Taobao live broadcast has exceeded 10 million, surpassing Taobao’s sister, Weiya, and has become a veritable “global network red”.
There are many anchors who have turned to the vibrato ring powder, but only Li Jiaqi has succeeded in achieving the transition. Why? If you pay attention to the observation and analysis of Li Jiaqi’s vibrato, there are actually fixed routines in it.
1, fine-cut live content, make fun short videos
Looking at Li Jiaqi’s short video of shaking, almost