The head anchor has verified its ability to bring goods, but has no ability to resist risks.
From “out of the circle” to “overturning”, Li Jiaqi only spent two days.
No one expected, the new season’s “Tucao Conference”, contracted the most hot search guests, is not much related to the entertainment circle network red anchor Li Jiaqi. Li Jiaqi also broke through the secondary wall with a number of variety announcements, and was well known as a variety of art coffee. His station on Weibo was announced. His “Broken Action” is still fermenting. On the second day after Guan Xuan joined the “Tucao Conference”, Li Jiaqi showed a strong “survival desire” for selling the products in the live broadcast, and harvested the hearts of the girls in the rice circle.
The red circle, the variety circle and the pink circle are superimposed on each other. The anchor “Li Jiaqi” quickly turned into “top stream Li Jiaqi”. Nowadays, for this e-commerce live broadcast, the attention given by netizens outside the circle is unprecedented. During the double eleven major promotion period, Li Jiaqi repeatedly climbed the top microblogging hot search list, but these heats are mostly unrelated to his old goods. Li Jiaqi, who is out of the circle, has received attention from every move. In contrast, it is also during the promotion period that Wia, who has the ability to bring goods without losing Li Jiaqi, has much less attention on social media.
The two anchors of the e-commerce live broadcast industry, in the week of the double 11 promotion, Li Jiaqi and Wei Ya two people have a very wide gap, the picture is from the WeChat index small program
However, it was too late to be happy. Li Jiaqi had a live video rollover a month ago. Because his ring was red, he was once again pulled to the stage. Fans can take a picture of the chest and say, “You don’t have to pity me because of my work.” I successfully created Li Jiaqi, the anchor of the dedicated person, and squatted on his most proud live broadcast.
Time is back to a month ago. On October 9th, Li Jiaqi showed fans of a brand of non-stick pans in the live broadcast room as usual. In order to show the product characteristics, Li Jiaqi and the assistant verified the fried eggs on the spot. But the accident happened. During the frying process, the eggs stuck to the pot several times. Li Jiaqi’s explanation at the time was that “the pot did not drain oil” and repeatedly emphasized that the product was not sticky.
In the near future, this video has spread twice on social media, and the voice of “Li Jiaqi is selling fakes” has also come one after another. Although Li Jiaqi has recently responded that it is the improper operation of the team and the team, and has nothing to do with the brand side, but the voice of doubt has not stopped.
Unexpectedly, the head anchor that caused negative public opinion during the promotion period was not Li Jiaqi. Weia because it is straightIn the broadcast, the words were inadvertently offended by the fans of the brand and the spokesperson, and Sydney, which was hard to gain a foothold in the e-commerce live broadcast industry, was caught in a single storm. The head anchors were connected to the accident, and not only the anchor, but also the industry was caught in an unprecedented whirlpool of public opinion.
The head anchor competition is fierce, and the beauty of King is just a “knowledge blind zone”
In order to prove his innocence, Li Jiaqi was interviewed by the reporter of “澎湃新闻”, I once tried this non-stick product again, and the conclusion is that this pot will stick in the new water situation. The situation of the pot, but the old pot will not. Although Li Jiaqi repeatedly stressed that he had used this pot many times, he also admitted that he did not read the instructions carefully, which led to the live broadcast accident.
At present, it is basically possible to exclude the option that “Li Jiaqi is doing false advertising”. The brand’s response to the product’s lack of quality is not a sophistry. The real problem is that Li Jiaqi, who claims to be a mobile promoter for the product, does not actually understand the product.
A person from the e-commerce industry told me that because the small anchors don’t have much money, they receive fewer advertisements, and they can often choose completely personal and trial products, but like Tope anchors like Li Jiaqi. The advertising orders are very large. It is often necessary to broadcast more than 50 SKUs on a live broadcast. It costs tens of thousands in a month. It is difficult to try each product personally. It often requires the team behind it to operate. Li Jiaqi told the interview. I have a team of hundreds of people who are responsible for specific operations. Problems arise when the team does not establish uniform specifications and standards.
The bigger problem is that Li Jiaqi’s expansion is too fast.
Starting this year, Li Jiaqi began to accelerate the penetration into the household category. In June, Li Jiaqi opened the Tmall International flagship store, not selling his best makeup, but selling a variety of branded pots. In this year’s double eleven live broadcast pre-sale, Li Jiaqi also sold some home products. But he is still a newcomer anchor in this field. In the words of Zhao Yuanyuan, the person in charge of Taobao Live, Li Jiaqi’s live broadcast overturned mainly because the sale of the pot belongs to his “knowledge blind zone”, while the sale of cosmetics Li Jiaqi is almost impossible to roll over.
The brand keywords of Wia and Li Jiaqi in one month, the picture comes from the public Growth black box Growthbox
Li Jiaqi’s “emergency” also comes from the stimulation of the platform. Taobao needs to bring new increments through the live broadcast business. Therefore, during the promotion period, according to the turnover and drainage capacity of the anchor, a step-based reward mechanism will be used to give certain traffic resources incentives and various types of horse racing mechanisms. In addition, In addition to rewarding the flow resources during the double 11 period, Taobao also gave the resource rewards such as the live channel focus map after the anchor and the merchants double 11, the anchor needs to participate in the qualifying. Although the increase in fans is the biggest, Li Jiaqi is temporarily behind Wei Ya in terms of sales. In order to get the most benefit from the platform, Li Jiaqi must first surpass the “roadblock” of Wei Ya. Before the official start of the pre-sale, the two sides have also experienced multiple rounds of battle.
The head anchors have been shot in succession. How to prevent the next “car accident scene”?
The e-commerce live broadcast industry that has gone through three years is in the stage of fierce competition in the “Hundred Regiments”. In the past year, the number of anchors joining Taobao Live has increased by 180% compared to the previous year. In this fertile ground for entrepreneurship, in addition to traditional areas such as women’s wear and beauty, food and home life have become the areas of new anchors.
During this period, the industry’s initial barbaric growth was purely for the realization of traffic, and gradually became specialized, but the fierce competition and rapid development speed made it difficult for the industry to move toward rational development in a short period of time, has contributed to some “walking shortcuts”. If Li Jiaqi’s live broadcast rollover is too weak when the team is tired of competition, then the swipe scandal that Sydney is exposed to is the industry’s dysentery.
90% of Taobao’s use of live broadcasts, the main platform inspectionIt is the turnover, and the brand employer broadcasts it. In order to better see the performance, there will be a lot of cases. In addition, the phenomenon of brushing is widespread, which also indicates that the platform’s wind control system is not perfect.
The “not speaking” of Wei Ya in the live broadcast also reflects that the industry is developing too fast, not planning and standardizing. It is difficult for the anchor to grasp the acceptable scale of the brand red line and public opinion. Zhao Yuanyuan once said in an interview: “A lot of our anchors have already made a circle. When facing the star fans, when facing the public opinion field, the action is still awkward. To put it bluntly, the development is too fast. The anchor is in the field of communication. Within the process of team building, resilience and information diffusion, it is still relatively lacking.”
Although Li Jiaqi’s live car-over event has little to do with the quality of the goods, the focus of the public opinion discussion on social media is still the “fake” problem. It can be seen that the biggest concern for users on the live broadcast is whether the quality control is in place.
The example of e-commerce live broadcasts due to lax control and repeated rollovers is also numerous. Previously, “shaking aunt God-level goods, three no-baked shrimp into hot-selling goods”, triggered a wave of users to introduce three no-baked shrimp on the platform, this Li Jiaqi live rollover also stimulated users sensitive to “fake goods” nerve.
In order to improve the quality of goods, Zhao Yuanyuan, the person in charge of Taobao Live, said that the platform is strengthening cooperation with Tmall brand stores. Ali’s latest Q2 financial report for the 2020 fiscal year, more than 50% of Tmall merchants are currently selling goods through Taobao.
To ensure that user rights are not violated, Taobao has also established a consumer protection system. The whole goods end of the control, the consumer from 7 days no reason to return, to 15 days to confirm the receipt, online customer service, customer complaints and other channels are complete. In terms of selection, Taobao live broadcast adopts V mission system and live broadcast system, in addition to providing a preferred commodity pool. Zhao Yuanyuan revealed that this year’s double eleven Taobao will provide marking products, the anchor can choose these double goods to ensure that people match the goods.
Mushroom Street said that the major platforms are currently standardizing the platform through technical means. For example, in the propaganda of the anchor, develops semantic analysis software, which is extracted according to the voice to standardize the anchor advertisement language.
Only one platform of Taobao, e-commerce live broadcast is developing at a rapid rate of 100 billion yuan per year, but there are also huge opportunities in the crisis, especially in an industry that is not standardized and standard. In the face of the temptation of interest and fierce competitive pressure, even the head anchor is difficult to avoid stepping on the pit. It can be foreseen that before the industry moves toward standardization, the similar events of Sydney Zhang Dan and Li Jiaqi’s live rollover will not stop.