" Recommended by Li Jiaqi !" is the list of "planting grass" on social platforms. As long as there is "Amway" in this sentence, even a new brand that has not yet become famous can capture the hearts of many onlookers.
In Li Jiaqi's live broadcast room, it is not uncommon for the phrase "buy it" to be echoed everywhere. What is strange is that on other social platforms, the name "Li Jiaqi" still continues to influence in the live broadcast room.
It is obviously not a day's work to accumulate such trust.
The data that repeatedly refreshes the record is a visible ability, and the name "Li Jiaqi" can be exchanged for unconditional trust, and it is those invisible abilities that support such recognition.
Refining into a live broadcast room that "does not step on thunder"
When Li Jiaqi came to Shanghai alone to test the live broadcast, perhaps he did not expect that this industry would reach a trillion-dollar market. He devoted himself to the e-commerce of live streaming, and now, as an "innovator", he has been listed in the "Top 100 Influential People of the Next Generation" by Time Magazine.
Live broadcast e-commerce is an emerging industry. Li Jiaqi can find a way to break the situation in this brand new field. "Innovation" is the key word that cannot be avoided. Li Jiaqi is both an "anchor" and an "innovator".
"Come closer and take a look." Li Jiaqi applied different sunscreens on the back of her hands, and under the close-up lens, clearly contrasted the different textures and fluidity. This kind of multi-view camera layout is not uncommon in live broadcasts. But if you look back at the beginning of the live broadcast e-commerce industry, you will find that this multi-camera configuration is also a product of change and innovation.
If one day you click into Li Jiaqi's live broadcast room, it is also a very common thing to see a new "friend" in the live broadcast room. In order to make up for the shortcoming of "words without proof", Li Jiaqi's live broadcast room often has hygrometers and thermal imaging equipment, so that the moisturizing effect and cooling effect are vividly seen.
This kind of "newness" has kept Li Jiaqi's live broadcast room at the forefront of the industry, but whether it is multi-view switching or the introduction of technical presentations, it is all to allow consumers to better understand the product. In the end, consumers become these innovations. beneficiaries.
The CEO of Zhuben recalled the surprise brought by Li Jiaqi's live broadcast room on "Double Eleven", "It was like a light appeared in front of my eyes." I don't know when it started, but being able to broadcast in Li Jiaqi's live broadcast room is an opportunity for a new brand to make a gorgeous debut. The pass rate of the product selection in Li Jiaqi's live broadcast room is less than 5%, and being able to meet consumers through layers of screening already means recognition for this "5%".
"You have been using this for a long time, two months have passed, what do you think?" At the product selection meeting, a colleague asked Li Jiaqi for his opinion after using it, and Li Jiaqi replied, "This is too expensive, we don't want it. ""A One-Day Trip to Luyu" shows the busyness of the product selection meeting. The pace of the product selection meeting is very fast, but before these products come to Li Jiaqi, they have already gone through layers of checks. The quality inspection team in Li Jiaqi's live broadcast room is composed of professionals with certificates in hand. Some quality inspection personnel once found a fake quality inspection report based on their familiarity with the reports of major laboratories.
Although the product selection and quality inspection process cannot be seen in the live broadcast room, consumers enjoy the results of the quality inspection invisibly. Mei ONE, the live broadcast organization where Li Jiaqi works, even formulated the industry's first corporate standard in 2021, "Live E-commerce Commodity Quality and Compliance Management Regulations", which not only has strict product selection specifications, but also lists medicines and health care products. , Fresh food, ultra-short-term warranty products and other "ban list".
Nowadays, multiple regulatory agencies in the country have successively issued a number of regulatory documents to strengthen the supervision of the compliance of the live broadcast e-commerce industry, and also listed "drugs, medical devices and special makeup" products as prohibited commodities. The "Code of Conduct for Online Live Marketing" and Shanghai's first provincial-level guidance on online live marketing "Shanghai Guidelines for Compliance with Online Live Marketing Activities" both give instructions on product selection, "The operators of the live broadcast room should strengthen the supervision of the live broadcast. The selection of products, live broadcast selling points and other links are reviewed and checked.” These all coincide with Li Jiaqi’s past philosophy of the live broadcast room.
Because it is not uncommon for these product selection minefields to "overturn" incidents, many products in the US ONE's banned list have relatively high profit margins. This kind of "lightning protection" ability requires not only a keen intuition for product selection, but also a decisive decision to make bold choices.
Today, having witnessed the development of the industry, looking back at Li Jiaqi's footprints outside the live broadcast room, we can see that Li Jiaqi has a keen sense of smell and accurate judgment on the development trend of the industry.
"Various Changes" Li Jiaqi
In the public impression, "anchor with goods" is Li Jiaqi's most eye-catching label. But Li Jiaqi has many other labels, such as "recommended officer of red goods" and "recommended officer of domestic products". What really makes Li Jiaqi different from other peers may not be the commercial value of the fault, but the ability to bring goods.
The live broadcast of helping farmers is the new normal in Li Jiaqi's live broadcast room in the past two years. Li Jiaqi's live broadcast room has brought goods to more than 20 provinces including Fujian, Yunnan, Guizhou, Heilongjiang, and Xinjiang, with sales of nearly 300 million yuan. Small public welfare special sessions such as "Shanxi Rural Revitalization Small Session" and "Shanghai Aid Xinjiang Special Session" were retained in Li Jiaqi's live broadcast room, and public welfare assistance to farmers has become a long-term topic in the live broadcast room.
Before Li Jiaqi, it was hard to imagine that an anchor would be so closely connected with Guochao. It is difficult to find out whether he was lucky enough to catch the rise of the national trend, or whether the domestic product caught the express train of Li Jiaqi's live broadcast room. It is undeniable that Li Jiaqi, the "domestic product recommendation officer", forged an indissoluble bond with the domestic product very early.
"When I started live broadcasting, all the people who came to me were domestic brands." Li Jiaqi mentioned his fate with domestic products, which is one of the reasons why he is willing to help domestic products. After the beauty brand Huaxizi reached a long-term cooperation with Li Jiaqi, its sales increased by 25 times. Perfect Diary, a frequent visitor of Li Jiaqi's live broadcast room, has become the norm in the shopping festival.
Li Jiaqi, the "domestic product recommendation officer", is also a "non-staff product manager". He often participates in product research and development with "0 pay", and even actively wants to help domestic products. A new product of the domestic skin care brand Youshiyan wanted to be unveiled in Li Jiaqi's live broadcast room. Li Jiaqi suggested to the brand founder Du Le, "You should communicate with me during the research and development."
What makes Li Jiaqi a "domestic product recommendation officer" is not only the sales volume brought to domestic product brands, but also these invisible actions. Li Jiaqi and Hua Xizi jointly created the "Miao Impression" high-end series, and also jointly developed the "Puppy Pan" with Perfect Diary. The joint IP of "Puppy Pan" comes from Li Jiaqi's pet dog Naiwa - the "group pet" that brings joy to Li Jiaqi's live broadcast room. Li Jiaqi hopes that this cute dog who accompanies him can bring "love and companionship" to more people. "Love and companionship" is also the theme of "Li Jiaqi Public Welfare".
"Li Jiaqi Public Welfare" and the China Youth Development Foundation jointly built 20 Hope Primary Schools. Li Jiaqi visited one of them before the aid construction, and incarnated as "Teacher Li" taught the children "a lesson of Hope Project".
"Li Jiaqi Public Welfare" does not often appear in front of the camera, but it often appears beside those in need. During the epidemic, when he himself was broadcasting live at home, materials printed with "Li Jiaqi Public Welfare" had been sent to the eyes of the elderly, infants and young children living alone in Shanghai, as well as college students. The footprint of "Li Jiaqi Public Welfare" also appeared in the logistics link at the end of the live broadcast e-commerce. During this year's Double 11, Li Jiaqi's live broadcast room and Cainiao jointly launched the "Green Return Box" campaign, calling on consumers to recycle the express packaging after picking up the package. recycling and reuse, and contribute to the green environmental protection during the e-commerce promotion period.
Profit is an inescapable theme of commercial activities, and public welfare is obviously irrelevant to this constant theme. But it is these actions that have nothing to do with commercial value that have created a trustworthy "Li Jiaqi". Li Jiaqi even consciously included giving back to the society as his duty, "Helping public welfare is the main responsibility that the head anchor should fulfill."
Consumers have their own judgments, and consumers' acceptance of "buy it" is based on long-term trust.
In addition to money considerations, Li Jiaqi, who thinks about "love and responsibility", writes "rational consumption" on the background board, and gives away "admission tickets" for domestic products, is the source of unconditional trust by consumers. Today's live broadcast industry still needs more "Li Jiaqi". Only with the courage to work hard in the invisible can you have the confidence to be seen.