19 days after returning, Li Jiaqi makes his big move!

Starting from September 20, Li Jiaqi returned to the public's vision and has been back for nearly a month. What has he done during this period? Have a glimpse!

1. Make trouble, B station does variety shows

On October 9, 19 days later, a video called "All Girls' Offer 2" quickly topped the hot list of B. In less than a day, the number of views exceeded one million.

This is a variety show created by Li Jiaqi's team. Unlike ordinary variety shows, the program focuses on the "Double Eleven Promotion Offer", which records the preparations before Double 11 in the live broadcast room.

The first season was aired in September last year. In the show, you can not only see the star products of various brands that will appear on Double Eleven, but also see the reactions of brand owners when facing Li Jiaqi's drastic bargaining.

In the second season of this year, Li Jiaqi's team not only had its own studio, but also invited the bosses of the first season to return, and each episode lasted more than an hour.

Screenshot of Li Jiaqi's price negotiation with the brand

Among the videos that have been released so far, Li Jiaqi has already talked about offers with the nine brands in the first season, and more than 40 bosses will be visiting next.

It is said that this Double 11, beauty brands have undergone great changes. In addition to some brands that appeared in the first season, Korean skin care brands such as Tongrenmi, as well as a large number of domestic brands such as Perchoy and Xiangyi Bencao.

In addition, Li Jiaqi has also expanded the categories, including Olaplex hair mask, Panasonic refrigerator and Owl safety seats.

"All Girls' Offer 2" is no longer broadcast on the entire platform, but is exclusively broadcast on Bilibili. Its team intends to focus on young users with consumption potential.

The number of views in each episode exceeded 200w

This variety show combines the preparations for the early stage of the shopping festival with variety shows. It can not only break through the fan circle through content marketing, show Li Jiaqi's behind-the-scenes story about offer, narrow the distance between the brand and consumers, strengthen the sense of trust, but also enhance the tone and corporate culture of the brand.

2. There are talented people in the country, and the live broadcast pattern is different now.

Since Via and Li Jiaqi disappeared from the live broadcast industry, the live broadcast field has been growing continuously, and the current pattern has long been different.

Just looking at the live broadcast data, Taobao has been infinitely approached by Douyin and Kuaishou. During this year's 618 promotion, all the top 5 anchors in the entire network came from Douyin and Kuaishou.

With the absence of two top anchors, the biggest change in the pattern of live streaming anchors is undoubtedly the emergence of Oriental Selection. In June this year, Oriental Selection became a popular live broadcast room with its unique bilingual live broadcast model and refreshing forms such as knowledge and selling goods.

During the 618 period, Oriental Selection conducted 21 live broadcasts within 18 days, with a total of 370 million goods being sold, ranking second in the list of goods being sold. Some time ago, Oriental Selection once again became a hot search on Weibo with the topic of 2 billion in sales in three months. This year's hot search on Weibo has been occupied by Oriental Selection countless times.

In addition to the continuous emergence of new live broadcast rooms, everyone feels that traffic comes and goes quickly. Many merchants have begun to deploy their own brands of self-broadcasting or store self-broadcasting. Some merchants even focus on the anchor matrix and have a certain effect on deep cultivation in vertical tracks.

E-commerce has entered the second half, and the industry structure is also developing towards "decentralization". Whether Li Jiaqi's return can still be at the top of the list and whether it can help Taobao turn the tide is unknown.

3. Mixed praise and criticism, express your opinions

Regarding this return, some netizens discovered the changes in Li Jiaqi's live broadcast. The background behind the live broadcast room was written with the words "rational consumption and happy shopping". In addition, the current live broadcast time and product selection are less than before.

Some industry insiders also commented that Li Jiaqi's current live broadcast rhythm is not only to give all parties an opportunity to adapt, but also a transformation, and it is also to explain the product experience more rationally, not just to impact sales.

Looking at the netizens' comments, half of them are good or bad-

Some people like to watch Li Jiaqi's "Human Suona" live broadcast, and also like Dong Yuhui's "spiritual baptism" live broadcast.

Some people have never viewed Douyin since Li Jiaqi returned, and they feel that Douyin is just a passerby in their lives.

Some people say they can spend rationally, but the Jiaqi brothers must not stop broadcasting, and the money they save will be spent sooner or later.

Some people think that it is really difficult to cultivate top anchors. Dong Yuhui is the only one who really goes from an amateur to a top anchor.

Of course, there are also some sober netizens who think that live broadcasts are not cheap either. Many people buy them with a hot mind. They are typical "pig-killing disks" and never watch live broadcasts. It can only be said that ordinary Chinese people still do not have the sense of autonomy.

No matter which voice it is, it is personal thoughts behind it, and what kind of thoughts will lead to what kind of actions it will happen. However, Li Jiaqi's return is a double-edged sword for Taobao live broadcast, while for consumers a carnival of reminiscence, and for the live broadcast industry, it is more of a content ecological supply.

There is no beauty or evil in everything, too much is just as bad as insufficient . This is the case with the development of the industry and the development of the individual.

In short, let’s look forward to Double 11 in 2022 together! At the same time, we will also preview you first. The Double 11 event in the Laogao e-commerce circle will also be launched soon, so you can pay attention.