Author | Du Juan
Ten o'clock character original
Without any notice, Li Jiaqi disappeared for 109 days, and returned to the familiar live broadcast room. All of a sudden, "all the girls" swarmed.
The difference from the previous lively scenes is that there are no guests in this live broadcast. Li Jiaqi and his assistant have changed their previous gag style, their words are restrained and restrained, and even the background board of the live broadcast has been replaced with a clean and cool color, only writing "Rational consumption, happy shopping" eight characters.
Li Jiaqi returns to the live broadcast
But people still can't hide their excitement and rush into the live broadcast room frantically. During the two and a half hours of live broadcast, the maximum number of viewers reaches 60 million. More than 144 million yuan, and some people claim that Li Jiaqi's surprise rebroadcast is "rushing" to the Internet.
is just Li Jiaqi's return, which does not mean that his era will be reopened. On the contrary, the "Battle of the Gods" anchor era is gradually becoming lonely.
"All Girls Collection"
The news first spread in the circle of friends, and it was discovered that Li Jiaqi airborne on Taobao Live Room instantly turned into a peddler selling news, and suddenly changed to tell each other on all social platforms on Tuesday night. got hot.
Immediately after, Li Jiaqi's iconic loud voice woke up from countless people's mobile phones, and the "human suona " that people love and hate brought a quiet but gorgeous return.
People on the Internet wantonly express their surprise for Li Jiaqi's "airborne".
Someone bluntly said that the three months since Li Jiaqi disappeared is like 30,000 years. By the way, he played a stalk of the popular drama " Canglan Jue " a while ago, calling him the real seller of the male protagonist "Oriental Qingcang" Edition "Oriental Clearance".
from Xiaohongshu account: good wife and good mother
It's a joke, but Li Jiaqi's appeal is as always. On September 20, the number of people in the live broadcast room exceeded 10,000 in just 4 minutes. After half an hour, the audience exceeded 5 million, which is exactly double the number of the second-ranked anchor. In the end, the number of views exceeded 63.5 million, and the number of likes exceeded 160 million. On the day of the live broadcast of
, even Li Jiaqi himself was frightened by this battle: "I really didn't expect that there would be so many people, let's prepare more tomorrow." Then the broadcast hurriedly ended.
Many people took a wait-and-see attitude towards Li Jiaqi's re-broadcast, and even began to sing badly. In the three months since he left the field of live broadcast with goods, the universe of goods with goods has long been the banner of the city's top change. Dongfang selected Dong Yuhui and other newcomers aggressively, and the "crazy little brother Yang" who brought goods out of the circle with a funny overturn was not to be outdone. It can be said that Li Jiaqi was attacked by the enemy.
Looking at his follow-up live broadcasts, although it has cooled down, it is still difficult to shake his "first brother" position. In the next few days, the number of viewers remained at around 20 million, which was basically the same as before he left. On September 28, Li Jiaqi's official account released a live broadcast preview for the first time after three months of suspension. It exceeded 100,000 views in one minute, and "likes and watched" exceeded 10,000. This kind of traffic is quiteon a million-dollar account.
There is no doubt that Li Jiaqi's return has made fans' desire to buy after 3 months explode instantly. Even people who don't watch live broadcasts very often should go to his live broadcast room to join in the fun, and the purpose is not to buy anything It is a daily necessity, but I want to witness the restart of an era.
brings thousands of anchors, why is only Li Jiaqi so popular?
anchors bring goods, and their focus is on "goods". Good quality and affordable prices are the foundation that can consolidate fans. Li Jiaqi has an almost "harsh" selection team, which can only be shown to Li Jiaqi after layers of screening. Every product in the live broadcast room must be personally selected by Li Jiaqi.
is cautious about the selection of products. "Daily People" mentioned a detail in its report on Li Jiaqi in 2020. At that time, the employee took out a mountaineering shoe and began to brag about it when he showed it to Li Jiaqi, but he began to frown from the first sight of this shoe, and the employee hurriedly added a series of brand history, saying: "Yes A very good brand." Li Jiaqi asked back, "What does it have to do with me?"
Finally, he mercilessly dropped the item: "It looks like a shoe sold on a flyover, and the workmanship is very rough." Pointing to the toe and saying, "The lines are all out of alignment." Screenshot of
's "Offer of All Girls" program, Li Jiaqi bargained with the brand in the program
This rigor is not only reflected in his choice of goods, but also infiltrated into his live broadcast every aspect in between. When
broadcasts live, he will ask himself to stay in a state of excitement all the time, and his voice is as loud as "human suona". The live broadcast is usually counted in hours, and it is not easy to be online during the long and exhausting live broadcast. Occasionally, the assistant broadcaster who cooperated with him in the second half of the scene relaxed, and he would immediately remind her seriously: "Hey, everyone is not here to see you sleeping."
Another reason why Li Jiaqi is liked is that he does not Do those "moths". The ordering process of
in his live broadcast room is simple and straightforward. If you want to know what to sell and when it will be sold, then watch the preview in advance. Whether you can get it or not depends on your hand speed. At most, you can find a few celebrities who endorse the brand to chat, send out fan benefits, and occasionally invite a female star like Jin Jing who can pick up the stalk and throw the stalk, and the audience can listen to the cross talk for free.
The other anchors commonly used tricks, "crying", "playing treasures" and "yin and yang weirdness" can't be seen in his live broadcast room, except for the iconic quotes "OH MY GOD", "buy it and buy it", he said it The most common words are: "Crushers buy what they need, and don't buy what they don't need."
Li Jiaqi's live broadcast screenshot
The reason why Li Jiaqi's rebroadcast this time has caused such a huge Internet shock is also because of the signal of his return, which represents with a certain emotion.
His familiar voice is "all the girls" who have been with him for a long time, as if as soon as he appears, people will have a sense of steadfastness as usual. The mustard in the following meals is usually inconspicuous, but without it, life is so much devoid of taste.
"Lonely" Li Jiaqi Yes, very few people can peep.
The beauty where Li Jiaqi is locatedne company, he is the only anchor, more than 300 staff members spread out in a fan shape with him as the center, and circled around him alone. An employee once described Li Jiaqi as a rocket, and all of them work to escort him. But another logic of this description is that once the rocket enters orbit, it will continue to run without external collision. If there is a problem with the rocket, the surrounding parts will also be damaged.
Netmap/Invasion
This requires Li Jiaqi to show a 100% status as long as he faces the camera, because even a trace of fatigue and slack may affect the work of others around him.
Li Jiaqi inevitably became a super internet celebrity who can never go wrong, a money making machine. 8,000 sets of Fu Lei Shi fruit gift box sets were grabbed in one second in his live broadcast room. One second, 2.28 million sales, is the speed of this money-making machine.
But behind the extraordinary success comes an equal price. It was Li Jiaqi's turn to disappear as a "person" in his private space.
The name Li Jiaqi belongs to this industry, to the beauty company, to "all girls", to Li Jiaqi's live broadcast room, but not to himself. More often, when referring to himself, he will subconsciously use "Li Jiaqi" as the subject of the statement instead of "I".
Live streaming has brought goods. Over the years, Li Jiaqi has turned upside down day and night. He appears in the live broadcast room at 7:30 every day, and live broadcasts live until 1 or 2 in the second half of the night. Yes, usually until 4 or 5 in the morning. Day after day, year after year. It is reported on the Internet that Li Jiaqi's live broadcast team is mostly post-95s, and those who are older can't afford it at all.
Netmap/Invasion
Everything Li Jiaqi does should serve the live broadcast, and other enjoyments in life, even going to the hospital to see a doctor, is placed second by him. Talking for a long time made him suffer from severe bronchitis. Once it recurs, he will have difficulty breathing. Many close colleagues around him carry his "life-saving medicine" with him.
One time, two hours before the live broadcast, he had to fly to the hospital for nebulization, examination, and taking medicine. Because he had been there many times, Li Jiaqi was very familiar with the doctor who nebulized him, and the doctor persuaded him well: "Still talk less." Li Jiaqi smiled without answering.
Because of his popularity, Li Jiaqi could not escape the fate of being spied on. Some of his words and deeds, and even the people around him, began to be over-interpreted. Several of the assistants Li Jiaqi replaced were all attacked by the Internet. The audience commented on the appearance of the assistants on the screen, and others began to attack their way of speaking.
questioned and misunderstood and rushed to the hot search together, and Li Jiaqi's fans began to complain about him. Some fans are old fans who have followed Li Jiaqi when he first broadcast, and he has seen him change from a small anchor with hundreds of thousands of fans to today's "first brother".
net map/invasion and deletion of
can get the loyal support of fans, Li Jiaqi can't be fooled. He once put lipstick on himself to show the color to the audience within 6 hours. He tried 380 lipsticks in one afternoon. After trying one color, he wiped it off with a makeup remover and tried another one. After two hours, the upper lips began to dry and chapped. , Every time he said a word, he felt a sharp pain in his heart, and later, his lips were completely numb, and he didn't feel any sensation. It was not until he took a sip of warm water after the broadcast that the burning pain came.
fans felt sorry for him and told him that the next lipstick test would just be on his arm, but Li Jiaqi still insisted on trying on his mouth, and said, "Don't have pity on me, it's my job." At that moment,
, It seems that Li Jiaqi has also completed the transformation and cognition of his own identity. He wants to become an iconic anchor "Li Jiaqi" with strong influence, a symbolic personAs soon as the light in front of the camera is turned on, he will quickly withdraw from his own world.
The "age of the gods" where the anchors bring goods will never return.
Even if becoming a live anchor means being misunderstood and draining their personal life time, the bonus of live streaming still drives people to rush into this industry. "Become the next Li Jiaqi" is still a tried-and-true slogan for many MCN companies. This circle is never short of rising stars.
new anchor Dong Yuhui's live broadcast room
In the days when Li Jiaqi was away, the live broadcast can be said to be turned upside down. Now that he has come back strong, he can order thousands of "cute girls" as soon as he appears. It's just that his return does not mean that the era belonging to Li Jiaqi has to be restarted. On the contrary, the "era of the gods" in which the anchor brings goods is gradually declining.
First of all, it is difficult for the top anchors to copy, and the anchors who are busy dividing up traffic are difficult to get out of the circle.
Li Jiaqi's first live broadcast after his return was very impressive. After three months of disappearance and his return, he can still get such high attention. No one can shake his status as the first brother, which just shows the poor plight of the head anchor.
The experience of the other three in the "Four Kings" Needless to say, Wei Ya was fined for tax evasion, Luo Yonghao quit the Internet to start a business, Kuaishou Simba has never jumped out of public opinion since the day he debuted. On the cusp.
As a result, the major MCN companies started to create anchors crazily, but they misunderstood the underlying logic of the anchors going out of the circle. The personal IP credibility of super anchors is much higher than that of their companies. After the super head disappeared, Wei Ya's former broadcast assistant team formed the "Bee Surprise Club" to debut, gaining 5 million fans in a month and about 6 million viewers. At the same time, the platform differentiates the value of anchors.
head anchors need to exist, but they can't be too important. The sales on Douyin are as strong as Lao Luo , and there has never been a scene of monopoly on the list.
Taobao's eagerness to let Li Jiaqi come back is not unrelated to the bleak sales of 618 this year, but risks also come. It is always unhealthy to rely too much on the sales ecology of a certain anchor.
used to have Wei Ya to check and balance each other, but Li Jiaqi's comeback is a test of the 6000W field view. I believe Taobao will also be vigilant. Without any publicity, it is difficult to say that such a terrifying appeal is not a hidden danger.
There are more rumors that Li Jiaqi will take the initiative to retire after Double Eleven and move behind the scenes, I believe it is not groundless.
Screenshot of Li Jiaqi's live broadcast
The most important point about the decline of with the market is that the audience's perception of the anchor is also changing.
Today's users are becoming more and more cautious. People have long passed the urge to place an order after a few words from the anchor, and everyone has a steel scale in their hearts.
Even though each streamer has his own business model and survival skills, the premise is that he cannot achieve himself by sacrificing others.
Traffic is the guarantee of selling goods, and the character of the anchor is the cornerstone of traffic. which are detailed backThe audience knows which ones will benefit everyone and which ones rely on provocative language or creating opposition to gain traffic.
The result is oriented, or will it fall on us ordinary people who watch live broadcasts and sell goods, should we buy them in the future? how to buy? Who else can I buy from? These are all questions worth watching.
Finally, I would like to say that, aside from these difficulties, Li Jiaqi's rebroadcast really gave a boost to the increasingly dull life of "all girls".
At that time, Li Jiaqi appeared in the live broadcast room on time at 7:30 every night. Everything was fine, as if nothing had changed.
Reference:
Daily character "Li Jiaqi: When I retire, this name will really belong to me"
Character "Li Jiaqi, get on the rocket"
