Two months after the resumption of the broadcast, Li Jiaqi suddenly asked for leave and stopped the broadcast!

Last week (November 30), Li Jiaqi posted on Weibo:

I feel a little uncomfortable and cannot broadcast live for the time being. At the same time, he said, please rest assured, see you in a few days!

As a result, the news broke and it went away. Rumors said that Li Jiaqi was suspected of being diagnosed with the new crown, which led to the ban on a community in Shanghai.

In early December, Li Jiaqi's neighborhood committee refuted the rumor: the community is indeed blocked, but the patient is not Li Jiaqi.

As a top anchor, Li Jiaqi's sales on the highest day of live broadcasts can reach hundreds of billions on Double 11 this year.

But as Double 12 is coming, Li Jiaqi has not had any news of resumption of broadcasts so far.

1. Where can I get the confidence when I ask for leave on a live broadcast?

Double 12 is coming, but is Li Jiaqi suspended the broadcast?

Not necessarily. Maybe Li Jiaqi is accumulating energy for Double 12. Of course, even if it really stops broadcasting, Li Jiaqi and Mei ONE may not be panicked. Why?

Because they have long deposited the users of the live broadcast room into their private domain!

A week before Double 11, consumers in Li Jiaqi's live broadcast room can upload the order data in Li Jiaqi's Taobao live broadcast room to all girls' mini programs in exchange for membership points, and then continue to exchange products in the mini program.

This service is to layout private domains. The mini program was just launched in 2021, and there was no over-promotion. After Li Jiaqi returned this year, he began to focus on promoting Taobao order conversion services operated by private domains, and lowered the redemption threshold to allow more people to participate.

Not only Li Jiaqi's live broadcast room, all the newly launched girls' live broadcast rooms this year also support points redemption services, and fans have also begun to encourage them to enter the mini program to redeem gifts.

The mini program includes a complete user member points and points mall system, live broadcast preview service, product trial points system, user demand collection, official account video account grass content entrance, etc.

It is said that the core function of all girls’ mini programs is to accumulate and operate fans in Li Jiaqi’s live broadcast room, and Taobao’s order conversion function undertakes the precipitation link.

As the member service center of Li Jiaqi's live broadcast room, all consumers can access all girls' mini programs through Li Jiaqi's Austin official account, private domain WeChat group, official enterprise micro account, etc.

2. The anchor settles in private domain, and the general trend

Sedimentation of users is only the first step. It is said that Li Jiaqi's private domain operation on the WeChat side has formed a complete system.

In the WeChat ecosystem, Li Jiaqi has built three series of user touchpoints - Li Jiaqi Austin series official accounts and video accounts, all female series official accounts, video accounts, mini programs, and all female assistant official accounts . Li Jiaqi's team has completed this complete set of WeChat private domain traffic precipitation tools.

It is said that consumers can simultaneously enter Taobao's "live room order number" and the corresponding "TB account" in all girls' mini programs to talk about Taobao order import and convert it to the corresponding points based on the order amount.

In fact, Li Jiaqi's case is not the only one. Several top anchors are also doing the same thing, importing external orders into WeChat. For example, Kuaishou anchor Simba’s Xinxuan and Luo Yonghao’s friends, Viya’s Bee Surprise Club and Yaowang Technology and other leading institutions and anchors.

Xinxuan’s team launched two WeChat mini programs in June, namely “ Xinxuan’s careful product selection ” and “ Xinxi” .

It is said that Xinxi mini program is similar to all girls mini programs, focusing on social operation services, mainly including three sections: "Circle, Discovery, and Service". Live broadcast appointments, getting reminders, points redemption of goods, etc. can be completed in the mini program.

Luo Yonghao's friend also launched the Member Center mini program in March, and the order conversion service has always been standard. Whether it is a user from Douyin live broadcast or a user from Taobao live broadcast, you can complete orders and exchange points in the mini program.

The operation and product logic of Bee Surprise Club on the mini program is similar to making friends, and the mini program also has the Taobao live order conversion point function.

3. Where should e-commerce platforms go?

The anchors of various platforms such as Taobao Live, Douyin, and Kuaishou are importing users into the WeChat ecosystem, which fully demonstrates the necessity of private domain layout, because the stock era is to serve existing old customers well.

In fact, the layout of private domains is not a strategic layout that has only appeared in the past two years. Oriental Selection, which became popular in June this year, built its own APP platform in August, which means that New Oriental's management has long seen that public domain traffic that has long relied on the Douyin platform has an end, and how to convert it to its own private domain is the key.

When the top anchors leave collectively, or walk on two legs, their dependence on the platform will inevitably weaken. So where will these e-commerce platforms go?

In fact, this tests the core competitiveness of various e-commerce platforms.

JD.com is probably the one who can gain the most foothold in the market. Its platform's products, after-sales, logistics, etc. have no competitors to surpass, and Taobao is the most unsafe. It now relies on the creator of e-commerce and has a large number of user bases. This base will disappear with the changes in the pattern and the times. There is no advantage. Douyin is a rising star, and all ecology and layout are still under construction because young people have hope.

Finally, it’s about going back to the essence of business. What pain points can you solve for users?

Times are changing rapidly, and merchants are becoming more and more independent. How to change new identity roles from the role of platform middlemen may be what every platform needs to think about.