The premiere scene exceeded 60 million! 110 days after disappearing, Li Jiaqi made a comeback!

"Consumption rationally and shop happily", last night, Li Jiaqi, the "Taobao No. 1" who had disappeared for 110 days, finally resumed broadcasting in the live broadcast room!

1. Come back in a low-key manner after three months of dormant

Since Li Jiaqi suddenly stopped broadcasting on June 3, it seems that fans across the Internet are waiting for an answer.

During this period, more and more revelations about "Li Jiaqi's resumption of work" were revealed, and some also added detailed comeback plans, indicating that Li Jiaqi's comeback plan has three time nodes, and a total of four actions are divided into one month, which takes a month.

The first time point is on September 20, he would speak on Weibo, saying that the suspension of broadcasting was because of his physical discomfort; then he appeared at the public welfare event site for resuming work and production; the second time point was at the end of September and early October, participating in the "OFFER of All Girls" program; the third time was on October 20, the Double 11 event was launched, and Li Jiaqi officially appeared in the live broadcast.

Three months later, at 19:01 pm on September 20, Li Jiaqi suddenly flashed into the Taobao live broadcast room, and the fans on the Internet cheered.

However, unlike in the past, this comeback premiere did not make any previews on Weibo, WeChat and other platforms, and even the Taobao live broadcast official did not give any form of recommendations. Users can only enter the live broadcast room through search or follow list.

After returning, Li Jiaqi changed his previous catchphrase of "OMG, buy it" in the live broadcast room. He took the theme of "responsible consumption and happy shopping" as the theme, guiding fans to "you don't need to buy what you already have at home" and don't make impulsive consumption just because they support Li Jiaqi's live broadcast room.

It can be said that Li Jiaqi's rebroadcast is quite low-key and cautious.

2. The performance of the field exceeded 60 million and outstanding

Although there is a three-month gap, the live broadcast room is still unable to withstand the appeal of "Taobao Live".

As soon as Li Jiaqi started broadcasting, the live broadcast room was crowded with enthusiastic fans. The words "Finally wait for you", "Finally come back", and "Welcome back" in the comment section burst into the screen.

Although there was a little episode during the resumption of broadcasting, and the influx of viewers made the live broadcast room drop at 19:03. At that time, the words "live broadcast has ended", the live broadcast resumed within three minutes, without affecting the entire live broadcast at all.

Li Jiaqi's comeback premiere lasted for 2 hours and 14 minutes in total. The number of viewers in the live broadcast room soared, and the live broadcast traffic was as fierce as usual:

Half an hour after the broadcast, the audience reached 5.9 million; 57 minutes later, the audience exceeded 20 million;

One hour later, the audience exceeded 27 million; one and a half hours of viewing were 38 million;

Two-hour viewing 54 million

...

On average, 10-20 million views increased every 30 minutes. Until the broadcast was dismissed at 21:15, the total viewing volume in the live broadcast room exceeded 63 million, and the number of likes reached 117 million.

Although at the end of the live broadcast, Li Jiaqi released the broadcast in advance due to insufficient preparations for the quantity of goods, the number of viewers in this game far exceeded most of the live broadcasts of Li Jiaqi during the 618 period.

Compared with other live broadcast rooms on Taobao, Li Jiaqi's influence has been unsuccessful so far. Even fans said, "It's Jiaqi."

3. Catch up with Double 11, the beauty industry is expected to recover!

Li Jiaqi was famous for selling lipsticks in her early years, and most of them were big-name lipsticks. As the leader in beauty and cosmetics, it once created 2.825 billion yuan in the pre-sales day of this year's March 8 Women's Day, nearly three times the cumulative sales of Li Jiaqi and Viya last year.

In this 618 promotion, without Li Jiaqi's live streaming sales, the performance of many beauty brands is no longer impressive. According to data from the National Bureau of Statistics, after returning to positive growth in June and July, the total retail sales of cosmetics fell 6.4% year-on-year to 28.8 billion yuan in August. From January to August, the total retail sales of domestic cosmetics was 245.3 billion yuan, a year-on-year decline of 2.7%.

Now, Li Jiaqi’s surprise return before the start of the Double Eleven promotion seems to have brought hope to many brand merchants.

It is understood that in the live broadcast room last night, Li Jiaqi focused on three categories of products: beauty, personal care, lifestyle, fast-moving consumer goods, and fashion clothing, including Nivea, Vader, Pleasant Mood, babycare, Quadi, Kerun, Huaxizi, Creuse, Huibaishi, L'Oreal, Sassoon, Fino and other brands, and a total of 27 products were listed.

Although the products that were first broadcasted are more inclined to be essential for daily necessities, many beauty brands that have worked with Li Jiaqi have emerged. Among them, the first beauty product, Yuemu Mood Cleansing Balm, was sold out in just 3 minutes after it was put on the shelves.

Li Jiaqi also said during the live broadcast: This is just a transition. Double Eleven will be coming in one or two months. Fans who want to buy skin care products can wait for the big promotion before buying.

It is not difficult to see that as a phenomenal top anchor, Li Jiaqi will continue to promote brands in the vertical field of beauty makeup this Double Eleven this year, which is undoubtedly an injecting a strong focus on beauty makeup brand merchants!

4. The live broadcast pattern has changed drastically. Can Li Jiaqi turn the tide?

Li Jiaqi's rebroadcast is beneficial to both Taobao live broadcasts and brand merchants.

但是，似乎大家都忘了，在李佳琦缺席的这三个月，更多的商家选择了店铺自播，布局了抖音快等电商平台。与此同时，刘畊宏、东方甄选也在抖音平台火爆出圈，吸引了一大波流量，这让越来越多的商家明白了“不能把鸡蛋放在一个篮子里”的道理。

Looking back on the past few months, live e-commerce has undergone tremendous changes, which makes people feel deeply moved.

In fact, when many people watched Li Jiaqi's live broadcast room last night, there was still rumors that this year's Double Eleven may be Li Jiaqi's farewell live broadcast. In the end, Li Jiaqi will retreat behind the scenes and appear occasionally like Luo Yonghao. There are also reports that Li Jiaqi's team may launch three vertical accounts in the future to undertake Li Jiaqi's traffic. During the live broadcast, there were also a lot of time for assisting broadcasters such as Wangwang.

Obviously we don’t know what his future development will be, but Li Jiaqi previewed the second live broadcast in advance last night, which started on time at 7 pm today (September 21).

Since that's the case, we might as well watch it!