In the next few days, Li Jiaqi and Weiya’s high-density live broadcast will continue, and the live broadcast sales led by them will continue to contribute GMV to this year’s Tmall 11 double.
Tmall double 11 this year, Taobao live broadcast has become the biggest growth point of the brand!
Double 11 real-time transaction data shows that the opening is only 1 hour and 03 minutes, Taobaozhi broadcast guidance is more than last year’s double 11 all day; 8 hours and 55 minutes, Taobao live broadcast guide transaction Has broken 100 billion. More than 50% of merchants have achieved new growth through live broadcasts.
With the popularity of Li Jiaqi and Wei Ya, the live broadcast of this year’s Double 11 has become almost all of beauty, clothing, food, home appliances, cars, etc. Standard for the industry. Ali’s latest Q2 financial report for the fiscal year 2020 shows that more than 50% of Tmall merchants are currently selling through Taobao.
Take the automotive industry as an example, Volvo and more than a dozen car brands are rushing in the Tmall double 11 opened Taobao live, thousands of cars 4S Influx of stores, more than 2,000 gold shopping guides have been transformed into Taobao anchor. In the home improvement and consumer electronics industries, the live-directed transactions increased by more than 400% year-on-year.
On the first day of the Tmall double 11 pre-sale, L’Oreal stores lived for 17 hours, attracting nearly one million people to watch, helping the brand to add tens of thousands of new powders, and the efficiency is much higher than the traditional offline counters. Xiaomi has launched a 22-day live broadcast since October 21, and attracted nearly 200,000 people to watch the first 10 hours of the first broadcast. The total amount of pre-sale orders exceeds 50 million yuan. Chihuahua sofa sold 20,000 pieces in two hours, and some models exceeded the total sales of “Double 11” last year for two hours.
In an interview earlier, Kang Li, the person in charge of Jiuyang Live, also said that on the day of the double 11 day, Jiuyang will conduct live broadcasts of no less than 8 hours in 25 online stores, and will also join hundreds of The brand launched a live event to bring brand new. At present, the sales volume of Midea through live broadcast has increased from the initial sales of 200,000 yuan per month to two or three million yuan.
The sales growth brought by the brand business live is enough to make Ali music open. Previously, Zhao Yuanyuan, the person in charge of Taobao live broadcast, said that the focus of Taobao live broadcast in the future will still be placed on the merchant’s self-broadcast, but it is undeniable that the head-net red, which accounts for less than 10% of the total turnover, is still the most popular in this double 11 war. The topic of music.
From October 21st, the first day of the “Double 11” pre-sale campaign to today, Taobao lived a brother and sister – Vija and Li Jiaqi have been fightingIt lasted for twenty nights.
On the afternoon of November 10th, Weiya started the live broadcast early. From 10th to 11th, she had to play six live broadcasts, three times a day. Previously, she has published a must-buy list of “Double 11” zeros on Weibo and the public. Among them, the Baique Antelope suit, L’Oreal black essence, and Lancome black bottle were all snapped up in a few seconds after zero.
On the night of the double 11th, the main event of Wei Ya live was Huawei’s new 5G mobile phone Mate30, which is the first time Huawei sold mobile phones through live broadcast. Driven by this, Huawei’s official flagship store broke through the 1 billion mark in 1 hour and 19 minutes. In the first hour of the opening, 5G mobile phones occupy two seats in the top 10 of the mobile phone transaction list.
At 6 o’clock in the evening, Li Jiaqi and his fans were also seen in the live broadcast. In the live broadcast of Li Jiaqi’s double 11 day, 90% were beauty and skin care products, of which YSL lipstick sold nearly 30,000. Today, cosmetics and skin care products are still the mainstay of Li Jiaqi’s live broadcast, but with the strong ability to bring goods, Li Jiaqi’s live broadcasts have become more and more abundant.
On November 11 last year, Wei Ya’s turnover reached 267 million yuan within two hours after zero, and the turnover exceeded 300 million in the whole day, leading in all Taobao anchors. On the first day of this year’s “Double 11” pre-sale, the total value of pre-sale products in the Wia live broadcast is expected to reach 1 billion. Li Jiaqi is not to be outdone. He has said before that he hopes to achieve the goal of sales of 1 billion in this year’s double 11 live broadcast.
However, it is reported that the institutions behind both sides may not release their double 11 data this year, but in the next few daysLi Jiaqi and Wei Ya’s high-density live broadcast will continue, and the live broadcasts driven by them will continue to contribute GMV to Tmall’s double 11 this year.