Li Jiaqi is quitting the live broadcast room!

The live broadcast industry has had new waves these days, and top anchor Li Jiaqi has created a new trick.

Following the variety show "All Girls' Offer", ONE shifted its focus from bargaining brand for fans to creating a new anchor.

- 01 - Incubate new anchors with variety shows

On February 8, Li Jiaqi said in the live broadcast room that she was busy with a new variety show and revealed that she had finished filming the first episode of the pilot film.

More than ten days have passed, and news has been reported from the live broadcast industry that the name of this new variety show is "Anchor of All Girls". It is understood that the program is launching a public recruitment. Register needs to be over 20 years old and have a college degree or above to register.

This workplace documentary program mainly focuses on the anchor e-commerce industry. Li Jiaqi once promoted it during the live broadcast in January. He said that viewers can learn about the work and life of the American ONE anchors inside and outside the live broadcast room through this variety show.

The promotional poster of "All Girls' Anchors" is that anyone who joins the program recording has the opportunity to get the full-scale resource support of ONE, exposure of tens of millions of traffic, professional e-commerce live broadcast training, Li Jiaqi's personal company, and even become the top anchor on the entire network.

It is not difficult for careful people to find that since the broadcast was resumed in September last year, Li Jiaqi is no longer the original Li Jiaqi. He no longer simply or focus all on live streaming and selling goods. He began his path of layout around live streaming.

The first thing Li Jiaqi did at that time was to introduce the new broadcasting group and said that these new blood would directly join the Double 11 battlefield. Before and after Double 11 and Double 12 last year, Li Jiaqi's live broadcast room had two live broadcast rooms, "All Girls" and "All Girls' Wardrobe", which were released in more vertical categories.

Anyone who registers will receive a "Anchor of All Girls" . In addition to basic information such as name and gender, there is also a registration questionnaire in the registration form, which mostly revolves around Li Jiaqi, for example

"What do you think Li Jiaqi's live broadcast room is currently lacking?"

"How do you view content outside Li Jiaqi's live broadcast room"

In addition, applicants for "All Girls' Anchors" also need to provide 60-180 seconds of self-introduction videos, simulated videos and other content. The videos cannot be edited and processed, and they must be displayed in the form of simulated live broadcasts.

At present, "Anchors of All Girls" is still in the registration stage, with the deadline being late March, and the program is tentatively set to 8 episodes.

- 02 - Live streaming enters the 3.0 era

After more than three years of development, live streaming has entered the 3.0 stage.

The first stage is the wild growth stage, with no path, no rules, no templates, as long as someone starts broadcasting, they gradually emerge from large accounts and top anchors.

The second stage is that live streaming has become popular, and MCN institutions have entered one after another to mass produce anchors and operate the live broadcast room business.

In the third stage , the live broadcast has spread wider populations, and top anchors have begun to incubate anchors, which is also another type of MCN organization.

In fact, Li Jiaqi also stood out step by step from the marketing activities of PK competitions in her early years. His growth trajectory just proves that the traffic of big anchors does not come out of thin air, but requires accumulation.

At the end of 2016, ONE of the United States organized a Taobao live broadcast competition for "BA Internet celebrity". L'Oreal selected Li Jiaqi, who won the sales champion, and asked him to participate. Two years later, Li Jiaqi competed with Jack Ma to sell lipsticks at the Double 11 party, and became the "lipstick number one" who was popular on the Internet.

After six or seven years of popularity, traffic growth has reached its peak. In the era of stock, competition among various e-commerce platforms will become more intense. Li Jiaqi has always insisted on live streaming on Taobao and has not chosen to develop on multiple platforms, which also means that it is more difficult to obtain traffic.

Alibaba's official data says that in the past year, Taobao has added more than 500,000 new anchors. As of November 10 last year, the average daily viewer of Taobao Live's new anchor experts increased by 561% year-on-year.

Therefore, Li Jiaqi must have a new path to growth , otherwise it will inevitably lead to aesthetic fatigue if it continues.

And in the past six months, ONE has been making frequent moves, which is the exit that Li Jiaqi has found. The variety show "Anchors of All Girls" is no exception.

- 03 - MCN of Internet celebrity economy companies

Sensitive people have discovered that since last year, live e-commerce has entered an era of multi-channel and multi-anchore layout.

From "making a friend" to "Oriental Selection", from "Bee Surprise Club" to "All Girls" live broadcast rooms, opening accounts on multiple platforms and cultivating mid- and mid-level anchors has become a common strategy for MCN companies to find new additions internally and resist high risks externally.

We don’t know how Li Jiaqi will plan the next step after incubating a new anchor, but we either open more accounts and send out the assisted broadcasts he has cultivated, or the anchors share a large account. No matter which one, it seems to be familiar with, because Oriental Selection is this model.

Some media believe:

ONE's business model is closer to the logic of celebrity brokerage companies, and it is also the company closest to the original appearance of MCN, because its idea is still "signing contracts, incubating, cultivating anchors and traffic itself", which is very similar to celebrity brokerage companies.

For ONE, the business strategy of putting all resources in Li Jiaqi's live broadcast room is no longer suitable for the current market environment . The layout of more vertical and more diversified live broadcast rooms can reduce the risks of operations to a certain extent, strengthen the competitiveness of institutions, and allow Li Jiaqi's live broadcast room to assume more functions, such as increasing the influence of broadcasters and attracting traffic to other live broadcast rooms.

The emergence of the variety show "Anchor of All Girls", all girls, and all girls' wardrobes, is a completely reasonable business layout. I just don't know if the variety show can incubate the next Li Jiaqi, nor do I know whether this move of Mei ONE can be successful, nor do I know whether it can create a new live broadcast room or anchor, so the answer can only be left to time.