This article is from the public number:Interface News (ID: wowjiemian) , author: Xin Zhang, from the title figure: vision China
Taobao anchors need to make all the stops in the live room for the brand, but also need to negotiate with the brand in exchange for preferential prices. If the brand can’t give the low price that the anchor wants, it is impossible to achieve cooperation.
Li Jiaqi has also searched on Weibo. This time, the hot search is “Hundreds of Birds and Li Jiaqi Pigeons”.
On the evening of November 11, Li Jiaqi originally wanted to recommend Baique Ling’s suit in the live broadcast. At the beginning of the live broadcast, many fans left a message asking when the products would be on the hundreds of birds. But the fans have not waited until the suit of Baique Ling.
After two and a half hours after the live broadcast, Li Jiaqi had already said “the next hundred que antelope” in the live broadcast room. His little assistant interrupted him, saying that Baique antelope would not come tonight. Li Jiaqi immediately replied, “That’s right, the hundred que ante can not give out the activities even if … … that the hundred que antelope cooperation after the fate.”
A fan commented in the live broadcast that the Baique Gaze had been warmed up for two days. Li Jiaqi said to the camera, “I have to do the lowest price if I want to do it. If I don’t do it, I don’t want to participate in the double 11. I have been pulling with their boss and I am now. They just said that we promised us, and then we will not come. There is no need to cooperate with them in a brand without credit. If they can’t give it, they don’t want it.”
And the fans later discovered that Baique Ling, who was absent from Li Jiaqi’s live broadcast, appeared in the live broadcast of Wei Ya.
Interface fashion attempts to contact Baique Ling and Li Jiaqi. As of press time, they have not received any response from Baique Ling and Li Jiaqi.
The “Pig Dove” event continues to ferment on Weibo. Weibo netizen @ she Xia, commented that Baique Ling “puts not Li Jiaqi’s pigeons alone, is a live broadcast of more than 30 million pigeons.”
Although most fans support Li Jiaqi on one side, there are also people in the industry who give different opinions.
According to the merchants who have cooperated with the network red anchor, the anchor will generally charge a deposit for product warm-up. This incident does not rule out the possibility that the brand has already paid the deposit but eventually gave up. The root cause of this situation is mainly because of the “price break.”
To understand this, you must first understand the relationship between Taobao anchors and merchants.
Since Taobao Live was launched on April 21, 2016, Taobao anchor has been between merchants and consumers. The anchor needs to be the same as the traditional sales staff, so that all the players can drink in the live room, but they also need to negotiate with the brand in exchange for more favorable prices, so as to impress fans and maintain the attention of fans.
A person in the industry who did not want to be named said that the price of the double 11 beauty is the price and the gift. The big anchor like Li Jiaqi, who is deeply engaged in makeup, will have a very low price on the brand side. There is no cooperation between the two parties. It may be that the brand does not give the price requested by the anchor.
While Wia and Li Jiaqi are the twins of Taobao live broadcast, it is clear that the competition in resources has entered a stage of white-hot. Previously, Li Jiaqi’s number of fans has been lagging behind Wei Ya. During the double 11 period, Li Jiaqi’s number of fans began to overtake, currently more than 1 million.
One of the keys to winning between them is who is cheaper in the live room. The above anonymous source said, “If the price given by the same brand in one live broadcast room is not as good as the price given by another live broadcast room, any anchor that loves feathers will not be on this product.”
It’s not hard to find that As the anchor’s traffic is getting higher and higher, and the influence is getting bigger and bigger, the anchor has more weights against the brand, and the power balance between the anchor and the brand. Slopes also begin to occur.
In the process of expanding the influence of anchors, fans have played an increasingly important role. After the “Birds” event of the Baique antelope, a large number of Li JiaqiFans in the Taobao live room and Weibo for Li Jiaqi solidarity, and even fans claim that they will return the Baique antelope products bought by the double 11, and fans said that they will not buy Baique antelope products in the future.
Weibo users comment on the “Pig Dove” event of Baique Antelope
Xu Yafeng, the founder of China National Beauty Brand, said on Weibo that the online live broadcast is a business model, behind which is the interest relationship. If only Baique Ling and Li Jiaqi pass the oral ditch, and Li Jiaqi wins the business through warming up, Baique Ling finally chooses Weiya. In this case, there is no legal problem, but choosing to be too late is an ethical issue.
Although the merchant chooses which anchor to cooperate with is the brand’s right, but when the anchor’s influence gradually expands and even has a large number of loyal supporters, the brand needs to think twice about its decision. If there are more and more similar “pigs” events, the brand’s reputation will inevitably be affected.
This article is from the public number: interface News (ID: wowjiemian) , author: Xin Zhang