This article is from WeChat public account:New List (ID: newrankcn), author: Eva (summer south also contributed to this article), editor: Zhang Jie, from the title figure: the original site of camera
“All bosses, are you ready?”
This is the opening remark of Li Jiaqi at the 2019 Whale Annual Meeting today. The iconic “all girls” have been replaced by “all bosses.”
This is Li Jiaqi’s first public speech. In front of him is no longer the followers who bought and bought him, but the investors, entrepreneurs and media who participated in the Whale Annual Meeting. And his identity today is not only an anchor, but also an entrepreneur.
“Last night, I went to bed at 2 o’clock, but I didn’t fall asleep until 5 o’clock, because I always thought about what I wanted to say.” In the face of the debut show, Li Jiaqi in the live room is also a bit silky. perturbed.
On the scene, Li Jiaqi publicly shared his own growth process and experience methodology for the first time, and accepted a group interview with the media after the speech. Leaving the comfort zone in front of the live room lens, what is presented to us is a richer Li Jiaqi.
Who is Li Jiaqi? 27 years old, lipstick one brother, 70 million fans
Who is Li Jiaqi? Nowadays, the answer to this question is that many people can talk a few words.
In the past media reports, this 27-year-old young man from Hunan, loves to eat spicy, the mantra is “my mother.” He studied at Nanchang University. Before becoming an e-commerce anchor, he was a shopping guide (BA) for a L’Oreal store in Nanchang. He lived a nine-to-five life. I like to sing KTV when I am free.,Play majiang.
In the story, similar to many people’s imagination, Li Jiaqi outside the camera is also a person who loves to share, and will share delicious restaurants, fun bars, and other brands with his colleagues.
In 2016, Taobao live online. US ONE as the first batch of Taobao live broadcast pioneers, and L’Oreal cooperation network red BA project. After several months of selection, Li Jiaqi started the first live broadcast in November 2016. He tried to use the experience of doing BA in the counter, and applied lipstick to his mouth to test the color.
Everything is difficult at the beginning. In Li Jiaqi’s own words, it’s “nobody sees, is being jealous”.
In the beginning, the lipstick was not recognized by some people. It was not a small number of people who screamed in the live broadcast, but he insisted on trying to color the fans on his lips: “This is my trust to the customer, or I give them different values.”
The fans watched him wipe it over and over again, tried it over and over again, tried so many lipsticks, and named him “Iron Lips.” Even Li Jiaqi prefers to be called a lipstick.
The media once wrote an exclusive interview with Li Jiaqi with the title “survivor Li Jiaqi.” Li Jiaqi likes the definition of “survivor” and feels very appropriate. He felt that “a person is more fortunate, when he found his mission, he encountered a hurdle.”
In September 2018, Li Jiaqi became the holder of the Guinness Book of World Records “30 seconds for the most people to apply lipstick”. He regarded the outbreak of the double eleven live broadcasts last year as the first point of the explosion.
The second outbreak is a short video. He started short videos in 2018. In the early days, my colleague asked him to go to the company every afternoon, but one of them could not be photographed in one afternoon. Because, he felt “this is not my heart.”
Afterwards, they tried a new model – “The anchor reality show.” He will try out the recommended products during the live broadcast, whether it is good or bad, will be cut into short videos. In just half a year, I haveThere are 35 million fans.
The picture on the left is vibrating, the picture on the right is fast
The third outbreak is a global community represented by Weibo. We roughly counted the (10.21-11.11) during the double 11 period, and Li Jiaqi was on the top of the microblogging hot search list:
Li Jiaqi Dedication (10.23)
Li Jiaqi cover (10.29)
Li Jiaqi joined the Tucao Conference (10.31)
Li Jiaqi’s desire for life (10.31)
Liu Tao painted three color lipsticks for Li Jiaqi (11.11)
……
As a “hot search”, although occasionally controversial, it is undeniable that Li Jiaqi is being known by more and more people. According to reports, Li Jiaqi has over 70 million fans worldwide.
Li Jiaqi’s first public methodology: learning languages from variety and advertising
In today’s speech debut, Li Jiaqi publicly shared some empirical methodology for the first time.
For example, he mentioned himself and traditional anchor, BA masterCompared to broadcasting, the difference is more useful and interesting. Useful refers to recommending the products that everyone wants to buy and the products that Li Jiaqi feels good. Interestingly refers to the personality charm of Li Jiaqi. In his opinion, useful and interesting is the best way to sell goods.
In addition, he also shared some explorations about Taobao Live:
1. Language Exploration
The balance of the bank card can be changed, the boyfriend can change, 999 can’t change!
The elf dances on his mouth.
Forget the color of your predecessor.
Ah, good flash! Five carats of mouth!
……
These sales sentences that impressed many people are from the mouth of Li Jiaqi. How to create these copies, he shared three secrets:
1 Learn language from variety and advertising
He admits that he loves to watch variety and advertising, and likes to watch advertisements in front of the TV when he is not sensible.
2 Personalized mantra
“OMG” and “My Mom” are the mantras that Hunan people love.
3 Think of a product as a friend who needs me to tell its story
Li Jiaqi will not only say the selling point of a commodity, but will “simulate it into a girl with flesh and blood and different personality”, so that users can check in when they buy it.
2. Formal exploration
1 teaching live broadcast
In Li Jiaqi, who once trained, all fans and consumers are training targets. After the end of the double eleven last year, he directly pulled a blackboard into the live room to teach users how to use some products to help them apply the best products.
2 New Product Test
Li Jiaqi will let the small assistants go to the cosmetics counters of major shopping malls to buy big-name goods, and give users free evaluation.
3. Columnization
1 Announcement
At the beginning of the live broadcast every day, Li Jiaqi will use 15 minutes to make advance notice for the products that appear on the day. If the user sees an item that they are interested in, they will stay to watch the live stream.
2 test lipstick
Li Jiaqi will give the user a test of 1-3 brands of lipstick every day.
Li Jiaqi described his live broadcast as an e-commerce live broadcast COSTCO: “They only do the best and best products. My live broadcast is the live commercial COSTCO.”
He also talked about the effect of the new product on the live broadcast. He believes that because his live broadcast room has gathered a group of users who are used to purchasing Taobao live products, they can promote short-term product sales for new products.
“If a new product has 100,000 stocks, they may take 1-3 months to sell. But if you sell it in Li Jiaqi’s live broadcast, it may take only 1 day or even 15 minutes.”
Dialogue Li Jiaqi: “I have not set a goal, just do it today”
In the media group interview after the speech today, we also talked with Li Jiaqi and the founder of the US ONE, Uncle Seven, about several topics of concern to everyone.
Q: Has the previous double eleven goal been achieved?
Li Jiaqi: I have not set a sales target. I am a person who doesn’t like to set goals. I just do it today.
Q: Now that the fan base is so big, is there any pressure on growth?
Li Jiaqi: When we were Chinese New Year, the goal was still 10 million, which was reached in one month. We are doing everything right now, fans come, and greet them.
Q: What is your fan portrait like?
Li Jiaqi: 79% of my fans are girls and 21% are boys. Maybe they used their husband’s account to buy things.
Q: What effect does this fan portrait have on your selection? Can you give an example?
Li Jiaqi: These girls prefer to buy essences, such as whitening essence, anti-aging essence, and moisturizing essence.
Q: What do you think is the difference between a short video platform and a fan of the Taobao live platform?
Li Jiaqi: Short video is a kind of grass, Taobao live is a grass. The two platforms are feelings of helping each other.
Q: Will the content be adjusted for different platforms?
Li Jiaqi: No, fans of Taobao Live will see the content first. Because our short video is the mode of the anchor reality show. All the short videos are my own feelings and products created together with fans.
Seven Uncle: We don’t care about the attributes of the platform. Jia Qi’s short videos are cut directly from Taobao live broadcast. Vibrato, fast hand, small red book, and B station all send the same content.
Q: What is the proportion of international consumers now?
Seven Uncle: We have not yet done an international layout. In the next two or three months next year, Jia Qi will go to the United States to do some top activities. In September of this year, Jia Qi went to Europe, which is also a form of study tour, and met many high-level brands.
Q: As a MCN organization, what mechanism does the US ONE maintain?
Seven Uncle: We are not MCN, we are IP commercial companies. We started out with the most people, with three or four hundred anchors. We found that the charm of a person cannot be copied and cultivated.
Jia Qi is a partner at the end of 2017. We don’t think of him as an anchor train, but an IP train. In 2017, the MCN project was abandoned.
Jiaqi may be the most used beauty product on the planet. He has used more than 100,000 products and can be said to be a super product experience officer. He enjoys a lot of products every day, like a kid who is addicted to games. We never asked for it, but he has been doing this himself.
I put my financial strength and energy on Jia Qi, I think he can make it. I also believe that if China can get out of a world-class beauty brand, it must be Li Jiaqi.
Q: From the anchor to the partner, what has changed in your work?
Li Jiaqi: Work or service users are the mainstay, and the company management is mainly seven uncles.
Seven Uncle: We will negotiate with Jiaqi. There is too much work at his front desk.
In the future, what does Li Jiaqi want to do?
In today’s speech, Li Jiaqi shared three points about the future:
1. Do a live broadcast: “Continue to recommend the best products to consumers who like Li Jiaqi.”
2. Do the offline: Li Jiaqi believes that the future sales model is still online sales combined with the offline experience. He wants to open a collection shop like Sephora, and gather the good things recommended by Li Jiaqi, limited time limit, Serve customers well.
3. Branding: Li Jiaqi’s dream is to be a world-renowned Chinese brand.
As he said in several media interviews: “I don’t do net red, don’t be a star, I will be Li Jiaqi.”
References:
1. Whale Annual Meeting Live & Post-Interview;
2. Characters “Li Jiaqi: Sitting on the Rocket” by Yan Kunmu Editing Bo Yi;
3. GQ Report “The survivor Li Jiaqi: A person becomes an algorithm and wants to return to the person” Author Liu Min Editor He Wei;
4. GQ Report “Dialogue Li Jiaqi: Wait until you are 40 years old to play, but also have time.” Author Liu Min Editor He Wei.
This article is from WeChat public account: new list (ID: newrankcn) , author: Eva (summer south also contributed to this article), editor: Zhang Jie