Stopped for 4 days and all were removed from the shelves! Li Jiaqi "disappeared", and e-commerce brand merchants panicked...

June has quietly arrived, and the e-commerce industry has already entered a state of rush. E-commerce merchants of major brands have taken out their killer moves and are preparing for the mid-year battle of 618.

And just like this, Li Jiaqi, the "Taobao Live" suddenly disappeared from the perspective of the entire network and became the focus of everyone's attention.

The live broadcast room suddenly stopped broadcasting

This year's 618 changed the pattern of "three-point difference" in Li Jiaqi, Weiya and Sydney, and Taobao live broadcast almost became the situation where Li Jiaqi's family dominated. On the first night of the pre-sale of the 618 promotion live broadcast, Li Jiaqi's 618 first game had reached 150 million, and the first pre-sale GMV was about 4.1 billion.

However, this situation did not seem to have continued until the end of the big promotion.

Just in the evening of June 3, Li Jiaqi's live broadcast room was suddenly interrupted, and Li Jiaqi's live broadcast room was selling Oreo biscuits at that time. Faced with the unforeseen suspension of broadcasts, the audience could no longer enter, and since then, Li Jiaqi's live broadcast room has never been opened again.

Li Jiaqi "disappeared" after responding

The sudden interruption of the live broadcast was the most caught off guard by the live broadcast room. Faced with the confusion and doubts of a large number of fans and viewers, Li Jiaqi then responded twice through the Weibo platform.

The first response was at 21:26 on June 3. Li Jiaqi posted on his Weibo account, saying: "We are dealing with the backend technology failure, so everyone will wait a moment." After this response, fans left messages in the comment area, waiting for the recovery of Li Jiaqi's live broadcast room.

But things went against my wishes. After 2 hours of suspension, Li Jiaqi's live broadcast room was still not on the air. In the end, only Li Jiaqi's second response came: "Ms, I'm very sorry. We cannot continue the live broadcast tonight due to our internal equipment failure. Everyone should take a break early. Products that have not yet been broadcasted will be brought to you in our subsequent live broadcasts. Thank you for your hard work."

At this point, super anchor Li Jiaqi disappeared from the netizens' sight. Even the three-day live broadcast special show on June 5, 6 and 7 that was once previewed, did not wait for Li Jiaqi to appear.

Facing rectification and removal

At the most critical time point of the 618 promotion, Li Jiaqi stopped broadcasting for 4 days and did not respond for a long time.

More importantly, if you open Taobao and search for the keywords "Li Jiaqi" and "Li Jiaqi's live broadcast room", you can no longer find Li Jiaqi's name or any related products. Even if you enter Li Jiaqi's homepage, you can't see the relevant information about the previous live broadcast trailer.

Regarding this series of magical operations, fans asked: What's wrong with Li Jiaqi?

Just as everyone was suspicious, it was rumored online that the Zhejiang Consumer Protection Committee issued a notice to "solve" the mystery of Li Jiaqi's suspension of broadcasts.

In the notice, it can be seen that the Zhejiang Consumer Protection Committee conducted consumer inspections on some Double Eleven anchors of the five live streaming sales platforms. During the process, some anchors found that they had problems such as exaggerating publicity and missing outings, and asked them to make rectifications. Among them, a batch of product labels were found in the live broadcast room of Li Jiaqi on Taobao platform.

In response, Li Jiaqi's operator also responded, saying that he would immediately stop selling goods and make changes to all goods in stock. After the change is completed and a new round of testing is completed, the relevant goods will be re-listed . At present, Li Jiaqi's side has also submitted a rectification report to the relevant departments. It is said that the news is not true.

E-commerce merchants are in anxiety

After the epidemic, if you want to overtake on the curve and quickly increase sales, the live broadcast room of top anchors is still the most important channel for brand merchants to seize traffic.

As Li Jiaqi's family dominated, the live broadcast pit, which is hard to find, has become increasingly scarce. Many brand merchants have finally squeezed into Li Jiaqi's live broadcast room, hoping to achieve a big wave of results in the 618 promotion.

Now, in the face of Li Jiaqi's sudden suspension of broadcasts, many brand merchants are very anxious.

Faced with Li Jiaqi's various uncertainties, the inventory that merchants originally prepared for live broadcasts is about to face the problem of being unable to be sold, and behind each link are multiple tests on inventory and cash flow.

Life and death are just on the front line. For brand merchants, the risk of focusing only on a single anchor is still too great. Perhaps layout from the brand’s self-broadcasting is the long-term solution.

Conclusion

With the momentum of the live broadcast industry becoming standardized, as the leading anchor, Li Jiaqi should be the leader in the live broadcast industry, actively cooperate with supervision and strengthen live broadcast standards in order to develop continuously.

As for the last traffic bus of this 618 promotion, whether Li Jiaqi can still catch up may have become no longer important.

As the top anchors such as Via, Luo Yonghao, and Simba fade out, I believe everyone has already known the truth that they should not put eggs in a basket. " The era of top anchors has passed ", we have mentioned this sentence many times in past tweets.

Through this Li Jiaqi incident, we have to remind the merchants again - be careful of sailing for a thousand-year-old ship.

Original text: It has been suspended for 4 days and all have been removed from the shelves! Li Jiaqi "disappeared", and brand e-commerce merchants panicked...