No more tough! Li Jiaqi lost the "lowest price" and chose to retire after Double 11?

The first wave of sales for Double Eleven is coming to an end, and e-commerce platforms such as Tmall, JD.com, and Douyin have shown their good results:

In the first hour of the first wave of Tmall Double 11, the Taobao live broadcast scene grew by 600% year-on-year , and the transaction volume of low-end anchors increased by 250% . Among the 102 first-hour brands with transaction volume of over 100 million, domestic brands accounted for more than half, becoming a highlight of Tmall Double 11 this year.

JD.com's 11.11 Global Love Season officially started at 20 pm on October 31. A large number of brands such as Apple, Midea, Xiaomi, Haier, and Lenovo instantly exceeded 100 million . JD.com Cloud Youga Jingmai Mai Digital Live Room provides digital live broadcast services to more than 1,000 brands in more than 30 first-level categories, achieving 7*24-hour uninterrupted live broadcast for brands.

Douyin Double 11 Good Products Festival focuses on the Douyin Mall position, which only started selling for one hour. The average customer payment price increased by 217.1% compared with the same period last year. As of 24:00 on October 31, the transaction volume of Douyin Mall increased by 629.9% compared with the same period last year.

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It is not difficult to find from these data that live streaming plays a crucial role in the layout of platforms and merchants, especially the super anchor led by Li Jiaqi, which has become the focus of attention of the entire network.

1. Create outstanding results on the first day of pre-sale

On Double 11 this year, Li Jiaqi is undoubtedly the most popular anchor.

On the first day of the first wave of pre-sales just passed, Li Jiaqi, who returned for 34 days, conducted the first day of pre-sales broadcast of Tmall Double 11 in 2022.

Taobao live broadcast data shows that Li Jiaqi has been broadcasting for nearly 10 hours, and a total of 291 products have been listed.

At its peak, the number of viewers in the live broadcast room exceeded 456 million, more than double the 200 million last year. Their view far exceeded Luo Yonghao, who ranked second in the view, and showed an overwhelming traffic advantage.

On October 25, some media reported that on the first day of Double 11 pre-sale, Li Jiaqi's live broadcast room GMV reached 21.5 billion yuan. As soon as this dazzling data came out, the entire network was booming. On the Weibo platform alone, the number of readings and discussions on related topics reached 190 million and 52,000 respectively.

Although ONE company in America said:

"The data has no source. We have never published any data to the public, and we have not reached relevant cooperation with third parties such as crawling."

Even on the Double 11 report card released by Taobao Live on October 25, Li Jiaqi's name did not appear, but listed the results of new anchors or mid-level anchors such as Luo Yonghao, Bee Surprise Society, and Lieer Baby.

In any case, this year's Double Eleven, Li Jiaqi still created results that other anchors could not match, and the traffic advantage was obvious.

2. Those who win Li Jiaqi will win the world!

On Double Eleven this time, Li Jiaqi is still the well-deserved beauty product.

According to statistics, there are 170 beauty products in the pre-sale live broadcast room brands, from domestic brands such as Huaxizi, Winona, Zhuben, to imported big brands such as Lancome, Helena, Guerlain, and L'Oreal. They are all "old faces" who have worked with Li Jiaqi.

In the live broadcast rhythm of 2 minutes of product appearance time, Li Jiaqi's products in the live broadcast room have been sold out many times: 220,000 sets of Guerlain Gold Recovery Honey with a price of 1,190 yuan, 240,000 sets of Shiseido Water Milk Sets with a price of 1,240 yuan, and 300,000 pieces of Perchoa Double Anti-Aggressive Essence, which cost 319 yuan, were sold out in about one minute. What's more, 220,000 sets of Guerlain Color Repair Essence were sold out in less than 20 seconds after it was launched.

According to statistics, the popular links in Li Jiaqi's live broadcast room were snatched up in less than 30 seconds on average, and 93 of them were sold out and removed from the shelves on the spot. Netizens said, "Oriental's clearance is well deserved."

While Li Jiaqi's live broadcast room was successful in its premiere on Double Eleven, brands such as L'Oreal, Guerlain, Staf, and Osman also made it to the hot searches on Weibo, making a wave of presence, which can be said to be "fame and fortune".

3. Losing the "lowest price" Li Jiaqi is no longer tough

As we all know, the reason why Li Jiaqi's live broadcast room continues to be popular is that in addition to the concentrated explosion of consumer demand and the support of the platform, Li Jiaqi's strategy of " playing low-price cards and gathering fans" has also become an important factor in his successful fans.

As early as the end of 2019, Li Jiaqi talked about his advantages of "the lowest price on the entire network" in public:

Attract fans through low-priced products, and then compete with the brand for pricing power through the fan base to get the "lowest price on the entire network", which is repeated.

Because of this, Li Jiaqi once announced that the price given to him by Lancome was 5 yuan more expensive than that of Via's live broadcast room, and also suspended its cooperation with L'Oreal because the price of self-broadcasting in L'Oreal was lower.

"Using traffic to drive the brand", from the Lancome incident to the L'Oreal incident, Li Jiaqi, who has the halo of a super anchor, showed a tough attitude, and completely exposed the brand and channel contradictions between the anchor and the brand.

In this way, in order to save the cost of anchors selling goods, more and more brands have chosen to shop for self-broadcasting and give the lowest price to their live broadcast rooms. From the products sold by Li Jiaqi’s live broadcast room this year, we can see that some of them are not the lowest prices on the entire network.

It is worth noting that in this year's Double Eleven pre-sale premiere, L'Oreal, which caused controversy last year for the "lowest price" competition with Li Jiaqi, still became the target of Li Jiaqi's cooperation, but the frequency of selling goods has been significantly reduced.

It can be seen that Li Jiaqi, who has lost the "lowest price on the entire network", seems to be no longer tough.

Li Jiaqi sells L'Oreal during Double 11

4. The low-key Li Jiaqi retreated behind the scenes after Double Eleven?

The Double Eleven promotion has entered a white-hot stage, which puts pressure on Li Jiaqi, not only the brand, but also the big anchors who have made it to Tao.

On Double Eleven this year, Douyin No. 1 Luo Yonghao and the rising star Dongfang Selection all went to Taobao.

Among them, Luo Yonghao is a group serving male consumer groups, and Oriental Selection continues to focus on agricultural products. Although Oriental Selection's first show data was not satisfactory, Luo Yonghao went head-on with Li Jiaqi in the second place.

In fact, after returning in September, Li Jiaqi has been acting in a low-key manner.

Perhaps, for Li Jiaqi, in the face of various changes, the safest way now is to bring out more excellent broadcasters, continuously improve the loyalty and repurchase rate of fans, and truly accumulate a large number of fans.

And the results of this Double Eleven promotion are the best opportunity.

There was once a rumor that Li Jiaqi will retreat behind the scenes after broadcasting Double 11. Although he does not know his true belonging to the future, we must understand that the anchor's career will sooner or later reach the moment of transformation.

It is only a matter of time before Li Jiaqi's departure.

The second battle of the Double Eleven promotion is about to break out, and all platforms and merchants are looking forward to it. We might as well spend more time and energy to prepare for the final sprint towards Double Eleven!

At the end, I wish all e-commerce players a lot of money!