Article from WeChat public account:King Island (ID:xiake_island), author: South Joe peak, Yelv is like, from the title figure: Oriental IC
Sell 10,000 bottles of facial cleanser in 10 seconds; sell 15,000 lipsticks in 15 minutes; live sales of 3.53 million in 5 and a half hours – this is the business ability of Taobao with cargo anchor, “lipstick brother” Li Jiaqi.
After 8 hours of live broadcast, the turnover exceeded 10 billion yuan. This year’s “Double 11”, Taobao live delivery is undoubtedly the most exciting new scene in consumption. Among them, Li Jiaqi is still the hottest one.
“My live room is very dangerous. If you watch it for 10 minutes, you can’t help but want to place an order.” Uncle Island didn’t believe it at first. After doing his homework, he found this statement to be true.
bridge
What is Li Jiaqi?
For female netizens, he is a sweetheart. When he shouted “all girls” “Oh My God” “buy me buy it and buy it”, the girls in the live room immediately entered the role, scrambling to “smash” “hands.”
This kind of girl army group spectacle, in Taobao nearly 100,000 anchor live broadcast room, is also unique.
The Internet era, the hero of the crowd. Supporting the legend of Li Jiaqi, it is a fan community with a large number of people, faithful loyalty and similar needs.
When a girl who can’t kill is crying, “Who is grabbing this lipstick?”, stealing her beloved lipstick is exactly what she loves, lifestyle and aesthetics in the distance. The “sisters”.
What can the “sisters” buy in Li Jiaqi’s live room?
Front, stylish enough first-line big-name lipstick, reliable liquid foundation for your skin, the latest black technology eye cream, quality and safety, price mask, cost-effective makeup remover, delicious snacks … almost all the daily “equipment” of the delicate women of the new era.
However, will the “girls” in Li Jiaqi’s mouth gather in the live broadcast of Li Xiang, while brushing the slogan of “Xiang Ai Life”, while robbing the infant milk powder and elementary school mathematics online class? The big probability won’t.
The variety of Taobao live broadcasts is actually a small world that is independent of each other. The anchor style, the fan style of the comment area, and the price of the product type vary.
The anchor tries to strengthen the understanding of the fans, and also strives for a hit when bringing the goods. So: Fans found the most familiar net red, Net Red found the most suitable products for fans. Net red has become a bridge that connects endless fans and endless goods.
heartstring
Just, the woman who knows the most about women should be a woman. Why does Li Jiaqi, a big boy, recommend things to the girls’ hearts? It is a magic weapon to push the fans to “heartstrings”.
In Li Jiaqi’s live broadcast, fans accept “grassing”, not only because of their love for products, but also for the recognition of Li Jiaqi’s “paying for a beautiful woman” and being recognized as a charming woman in Li Jiaqi’s eyes. sense.
A live broadcast looked down, things were bought, and psychological and emotional needs were met. Why can live broadcasts achieve such multiple effects? This coincides with the communication characteristics of the live broadcast itself.
“With the form of the anchor, the meticulous experience and subtle feelings can be revealed in the real-time interaction. In this interaction, the relationship between the anchor and the fans will become increasingly intimate.” Strong> Tian Li, director of the Internet Development Research Center of Peking University, said.
Before we shopped on the e-commerce website, we all looked at the parameters, looked at the pictures, read the descriptions, read the comments, very tired, right? But the anchor lets you see the lipstick on your mouth, the clothes on your body, and seeing is believing.
Users who have chosen “wall”
Is it just enough to move the heartstring? Of course not only.
When Li Jiaqi shouted “Don’t want money” and “The girls must grab it!”, when there were only 500 sets of 10,000 sets of products in stock, the fans who were ignited in the live room were few. Someone can rationally stay out of the way.
In the eyes of Xu Jincan, an associate professor at Peking University’s New Media Research Institute, this is like hunger marketing: limited sales of hot products, limited time spikes – fans make quick decisions in short-term decisions, how many are planned Inside?
Routines or those routines, just always inspiring new scenes. Today, the girl who opened the mobile phone on the subway to watch the live broadcast, and the housewife who sat in front of the TV and watched the shopping channel ten years ago, it is difficult to say that there is a qualitative difference in the heartbeat and impulsiveness, and the marketing routine they experienced has undergone a change in the media form. It is effective, and it also coincides with the saying “from the ancient routine to get people’s heart”.
秘方
Open live, crazy to bring goods, you can have a smart mouth and live broadcast equipment, right? Obviously not.
The current red economy has long since left the original ecological stage where the net red grows naturally. In order to keep the net reds “long-lasting”, capital accumulation and commercial operations have long been deeply rooted in the background of the show.
Island friends and see, more and more head net red is managed by the company, behind them are hundreds of staff selection, creation and promotion.
The accumulation of capital also allows the network red anchor to have more funds, to conduct market research, to understand the audience, to find out more clearly, and to bring more accurate sales.
Head anchor Wia live broadcasts in P&G live room
In addition, online social platforms such as e-commerce live broadcasts and short videos also use the mode of content producers’ paid recommendation. That is to say, the more money the anchors have, the more traffic they can purchase from the platform and gain more attention.
Therefore, capital exchange for traffic, traffic realizing income, net red goods to create a self-consistent closed loop between investors, net red, products, fans.
In this process, Net Red and the platform are also exploring a delicate balance. “Net Red Anchor and its company hope to consolidate the influence of the whole network through different platforms; all major platforms also hope to use the network red anchor to retain the fans of the latter.” Tian Li, director of the Internet Development Research Center of Peking University, said.
Even so, the balance has been broken. If the network red is hot enough, the platform is willing to tilt resources for it; and when the platform is capable of controlling resources, the network red must also bow.
In this mode, the “wild” network red is so hard to come to the fore. The logic of “the big one is strong and strong” is also applicable in the live broadcast network.
The big waves and the sand, leaving the “Li Jiaqi, Weiya”, are the “gold” that has been washed by the capital and the market, and the winner after winning the game with the platform.
Prologue
“If we compare the development of the net red economy to a four-act play, we are still in the first stage of the primary stage.” Jiang Qiping, director of the Information Science Research Center of the Chinese Academy of Social Sciences, said.
The e-commerce live broadcast of the current fire is in version 1.0: mass consumer models, low-cost economies of scale and one-to-many broadcast mode between anchors and fans. “Li Jiaqi” behind the goods, fans behind countless, relying more on the “traditional” mode of waste heat.
However, when technology and business models continue to evolve and change with the times, e-commerce live version 2.0 will also emerge. Let’s make a look:
Technically, the full application of big data can help the anchor to refine the consumer characteristics and user portraits of the fans, realize intelligent forecasting and precise marketing; the commercialization of 5G technology enables the network red anchor to provide more information-rich interactive communication. It is possible; the development of the Internet of Things will make it easier and more convenient to complete transactions in e-commerce live broadcasts.
Business model, from “from fans to know the network red” to “net red to know fans” a high probability of becoming a frequent experience in the future live broadcast, then, the network red anchor in the management of personal brands, product quality assurance, There is room for deep maintenance in the maintenance of fan stickiness.
More importantly, e-commerce live broadcasts can sell goods to remote areas and to countries where shopping channels are not very smooth. Whether it is lipstick, mask, electric toothbrush, bread machine, sputum sifter, filter kettle, with the platform’s connectivity and anchoring ability, more people may be able to “plant grass” and use it before they can hear or buy it. s things.