did not make an official announcement in advance. After 109 days of "disappearing" in the live broadcast room, Li Jiaqi and made a comeback.
At 19:6 on September 20th, Li Jiaqi's Taobao live broadcast was officially launched. Fans spontaneously told each other on social platforms. In less than 4 minutes, the number of online users in the live broadcast exceeded 40,000.
swiped 272 "Aah ah ah" and 233 "I'm finally back" in a row. Excited fans seem to be able to express their inner excitement only by shouting.
Too enthusiastic users overwhelmed the server. At around 19:14, the live broadcast room was down for a time, and the black screen displayed "Dear, the live broadcast room has been crowded, please refresh and try again".
On the days when Wei Ya and Li Jiaqi left the live broadcast room, the traffic was allocated to other anchors. Now, with Li Jiaqi's comeback, the powerful siphon effect has overshadowed the anchors who started broadcasting at the same time: at 20:58 on the night of , Li Jiaqi had 53 million views in the live broadcast room, while in the same period, Lin Yilun's live broadcast room had 2.58 million views, and Lieer Baby had 2.58 million views. 3.61 million, Hu Ke field view 1.86 million. During the period when
faded out one after another, the "Iron Throne" of Taobao Live 's super-head anchor was vacant for a long time. Right now, Li Jiaqi is busy with his comeback, but in the face of the increasingly convoluted live broadcast circle, can he continue his previous explosive state? Will his old rival Wei Ya follow?
1, the happiness of the fans is back
"Quickly put up the link! The wallet has been waiting for you for a long time!"
"No one cares what he sells today, only he is 'in'".
"Why is the top grade so slow today! Currently only two bottles of disinfectant are supported, and you can't spend the money if you want to!"
did not give advance notice. At about 7 pm on September 20th, Li Jiaqi suddenly appeared in the Taobao live broadcast room. In the past, before the live broadcast, he would announce in advance on the official Weibo and WeChat public accounts, but this time, as of the end of the live broadcast, his official Weibo and public accounts have not seen relevant news.
is different from the past. Li Jiaqi only live broadcasted for about 2 hours that night. A total of 27 products in four categories including beauty makeup, personal care, and fast-moving consumer goods were listed on the shelves, with 63.52 million viewers. The previous live broadcasts lasted about 7-8 hours. Commodities can reach more than 120-200, and the audience is generally more than 40 million.
On the evening of September 20, Li Jiaqi and his assistant
shrank the live broadcast in the live broadcast, which made fans still not satisfied. During the live broadcast, in order to show the effect of the hair dye, the broadcast assistant dyed the hair on the spot and said that he would come back to see the effect later, but the broadcast was stopped before the hair was dyed. As some fans said: "The broadcast is very hasty, and the end is also in a hurry". As of 9:25 that night, 12 items on the shelves were sold out and removed from the shelves. Chen Chang, a fan of
who is familiar with Li Jiaqi's live broadcast style, said that this time Li Jiaqi is obviously a lot more stable than before, and his eyes are looking at the product information outside the camera more frequently. The background of the live broadcast room typed out the words "rational consumption, happy shopping" . It seems that he is worried that fans are too enthusiastic to place orders. Li Jiaqi frequently emphasizes that "sisters" should consume rationally and buy the products they need.
Although Li Jiaqi's comeback is very sudden, news of his upcoming rebroadcast has been reported in the live broadcast circle. On September 17th, the anchor Simba broke the news during the live broadcast: "The liquid foundation can't be added, Jiaqi is coming back soon, buy it from him, you don't need to look for me to buy beauty makeup, look for Li Jiaqi and the others, this is all professional Yes."
In addition, the news about Li Jiaqi's rebroadcast arouses the sensitive nerves of fans every month. On September 13, some Weibo users broke the news that Li Jiaqi’s comeback layout has begun, with a cycle of more than one month. The first time node is September 20, and will be voiced through Weibo; "Double 11" officially launched to pave the way. However, there are also fans who do not support Li Jiaqi's rebroadcast, thinking that there is no anchor to earn the difference in the brand's live broadcast room, and the price is more affordable.
2, what is the old rival Weiya busy with?
is the number one competitor who has been in love with Li Jiaqi for a long time.Yes, Wei Ya has disappeared from the public eye since she "overturned" at the end of last year.
Since Wei Ya suspended live broadcast at the end of last year, she has rarely appeared in public again. Some netizens posted on Weibo that they met Wei Ya shopping in mid-July this year. From the photos shared by netizens, it can be seen that Wei Ya is still in a very good state. And we still don't know the specific situation of Wei Ya.
Up to now, Wei Ya has not officially announced and admitted the divorce in public. And many netizens have such speculation, it is precisely because the partnership between Wei Ya and her husband " Dong Haifeng " has been cancelled, and the reason for the cancellation is "resolution to dissolve". The cancellation made many netizens feel abrupt, and the speculation of "being divorced" appeared. Wei Ya will no longer appear in public since the end of 2021, and the current situation is unknown.
You can find out through Tianyan APP that Hangzhou Qianyi Enterprise Management Partnership (Limited Partnership) has undergone industrial and commercial changes, and its current operating status is "cancellation". The company was established in November 2020, and was jointly funded and partnered by Wei Ya's husband - Dong Haifeng , Wei Ya's younger brother - Huang Tao, Wei Ya herself - Huang Wei and others.
As the dust settled on Li Jiaqi's rebroadcast, Wei Ya lost to her old rival in this comeback competition. However, Wei Ya and the Qianxun behind her are quietly making a comeback through another more subtle way: supporting newcomers, building a live broadcast matrix, and looking for new increments outside Taobao to fill the traffic gap in the post-Weiya era. In the opinion of some industry insiders, Wei Ya's style of play is more in line with the future trend of head anchors. Live rooms such as
Make Friends and Oriental Selection have played this style of play very smoothly, verifying its effectiveness. In the first 8 months of this year, these two live broadcast rooms occupied the top position of Douyin and live broadcast monthly GMV list.
In February of this year, a brand new live broadcast room "Bee Surprise Club" first appeared in the public eye, with more than 1 million views on the first day of the broadcast, and on the fifth day, the audience climbed to the level of 10 million. Obviously, without the support of the mysterious power, it is almost impossible for a "Xiaobai" live broadcast room to achieve such dazzling results when he first debuted. The account profile of
Bee Surprise Club shows that it is affiliated to Hangzhou Baifeng Culture Media Co., Ltd. In terms of equity, this company is not related to Qianxun Company, but sharp-eyed netizens still found that many anchors in the live broadcast room are Wei Ya The former assistant or model, the background style of the live broadcast room is highly similar to the Weiya live broadcast room, and even the registered address of the main account company is in the same building as the other two companies of Weiya's husband Dong Haifeng...
Although the Bee Surprise Club performed well, But it is obviously not on the same level as Wei Ya's influence. Subsequently, the Bee Surprise Club hatched the Bee Joy Club and the Bee Wish Club, covering the noon and morning live broadcast periods. It is hoped that by building a matrix stack, the gap with Wei Ya’s live broadcast will be narrowed.
In addition, Wei Ya also began to look for new increments outside Taobao. A new name appeared in the top 10 list of Douyin live broadcast from June to August: "Qi'er Leo". Qi'er, formerly known as Sun Qi, is Wei Ya's hometown, as well as the junior high school female classmate and girlfriend of Wei Ya's younger brother. In contrast, Li Jiaqi only released short videos of live slices on Douyin, and the main position is still Taobao live broadcast. Dong Haifeng, chairman of
Qianxun, mentioned more than once that he hopes that Qianxun's supply chain can be of high enough quality so that users can not care which platform the anchor is on. If Wei Ya can't live broadcast any day, Qianxun will still be a sustainable enterprise.
3, the live broadcast world has changed
Li Jiaqi once bluntly said that there is no life in the live broadcast industry, and it is impossible to have your own time. He also wanted to take a day off, but after taking a break, fans and consumers may watch other people's live broadcasts.
When Li Jiaqi, who had been "rested" for more than three months, returned to the familiar live broadcast room, the pattern of live broadcast is different from before. Compared with Li Jia, who has always been alone in the arenaQi, more and more head anchors are using group tactics.
Previously, Li Jiaqi was most envied for his super bargaining power , and "the lowest price on the entire network" has even become synonymous with his live broadcast room. During the "Double 11" promotion last year, because the price of a mask in the official live broadcast room of Paris L'Oreal was lower than that of Li Jiaqi and Wei Ya's live broadcast room, the two old rivals rarely jointly issued a statement, forcing L'Oreal to make concessions and give users preferential compensation.
However, with the rise of accounts such as making friends and Dongfang selection, Li Jiaqi's bargaining advantage is gradually being eliminated. Wang Yang, the head of an e-commerce agency in Ningbo area, believes that the market evaluates the value of a live broadcast room, not by looking at the GMV of a few hours, but by the total GMV of a certain day and month. One advantage of the account matrix and the "Sunset" live broadcast room is that it can accumulate a high GMV throughout the day, which is a powerful bargaining chip when negotiating with merchants, and can get lower prices, which in turn will encourage users to place orders. produce higher GMV.
"The lowest price in the market means the ability to integrate the supply chain, and the live broadcast room will have the right to speak with capital operations. Now many live broadcast rooms no longer rely on pure commission income ." Wang Y said.
4, in-roll 's live broadcasts, where will they go in the future
New Oriental founder Yu Minhong revealed on the WeChat public account "Lao Yu Gossip" that the lively business model established based on external platforms has a strong Vulnerability, we must consolidate the foundation for long-term development. Therefore, in addition to Douyin, Dongfang Selection has deployed Xiaohongshu, Taobao, and self-built Dongfang Selection APP to provide more insurance for its live broadcast room.
In contrast, this is Li Jiaqi's most vulnerable place. A few minutes after the comeback started, the live broadcast signal was suddenly interrupted, and the words "live broadcast has ended" appeared on the screen. Fans' emotions also fell to the bottom, thinking that the first show of the comeback would end in such a hurry. Fortunately, the live broadcast signal recovered quickly, and Li Jiaqi explained that it was because of a "system problem, which was a bit stuck."
In the eyes of fans, there are still many uncertainties in Li Jiaqi's situation. During the live broadcast last night, some fans on social media were worried that one day Li Jiaqi would suddenly disappear again, and speculated whether this year's "Double 11" would be his farewell performance, and then turned to behind the scenes?
There are many unsolved speculations. For the beautiful wrist, it is far from the time to breathe a sigh of relief: in the future, will you only bet on Li Jiaqi alone? After all, this bowl of rice is getting more and more curly.
Judging from Li Jiaqi's live broadcast experience, he has a huge influence in the field of beauty. lacks super-headed anchors, and the beauty industry has been silent for a long time. Li Jiaqi is urgently needed to inject a booster. has senior people in the live broadcast industry who believe that Li Jiaqi still has a crushing advantage over other anchors based on his performance on the night of his comeback. If the entire "Double 11" live broadcast can be successfully completed, it should not be difficult to achieve billions of GMV in the live broadcast room.
, but the two fists are no match for the four hands. At present, the "Make a Friend" live broadcast matrix is live broadcast 24 hours a day; Dongfang Selection broadcasts live from 6:00 a.m. to 1:00 a.m. the next day, and Dong Yuhui, a new Internet celebrity anchor, is in the queue; Sister Ya's daughter-in-law, Qi'er, has been in the top 10 of the Douyin live broadcast list for three consecutive months; the bee-based live broadcast room starts in turn in the morning, middle and evening... The head live broadcast room is becoming more and more matrixed and live broadcast all day. has as much traffic as Li Jiaqi, and it is difficult to say that it is easy to face the outside world's wolf pack tactics. Tong Wei, the co-founder of
Make a Friend, once revealed that making a friend has been downplaying the personal IP of " Luo Yonghao " and turning to matrixing, with the goal of standardization, scale and capitalization. Another potential rival of
, Dongfang Selection, won the third consecutive title of the monthly Douyin live broadcast GMV list from June to August. After Douyin has established a firm foothold, it is stepping up the layout of Taobao live broadcast room and entering the hinterland of Li Jiaqi's traffic. On September 20, "Leopard Change" was seen on the official homepage of Oriental Selection Taobao. Although the live broadcast has not yet been started, the account has continued to publish live video slices since May, and recently it has increased the number of video releases.quantity. Obviously, Oriental Selection is paving the way for entering Taobao.
's continuous emergence of new top-stream live broadcast rooms has made the live broadcast more and more convoluted, and Li Jiaqi's pressure to overwhelm other live broadcast rooms at night by himself is also increasing. In the past few months when Li Jiaqi was absent, many users have already had more new favorites. Can Li Jiaqi, who is single-handedly defending his own territory?
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