Accumulative total is 233 million PV, 5.136 billion GMV, average only link sale 26.07 million yuan -- on October 20, 21 days of two field direct seeding, li Jiaqi showed he serves as again take consignor to sow " the top flows " commercial value.
This " of bound of electric business direct seeding spring evening " undertake in each channel drama appears warm-up 20 days ahead of schedule, began at 7 o'clock from in the evening, the line goes up between Li Jiaqi direct seeding 123 products, have merchandise of many 20 merchandise on hand among them, many 100 open to booking commodity, the introduction that each link divides and scare buying time are only 3.8 minutes. The information bomb that 8 hours high density spends, consumer whole journey is watched come down also hard to avoid is tired.
But you won't see look of a tired on Li Jiaqi face, sodorous tonetic, rapid language fast, provide extremely differentiate spent limbs language, no matter be in which minute to enter direct seeding, what you see is likewise vibrant face.
Compare with photograph of in former years, desalt of this direct seeding the impetus of price war, reduce the brainwashing catchword of repeatability, increased to be being tasted solely, newly, the promotion strength of high grade home products, be in " go to stalk " and interactive on more pattern is various. Direct seeding of present business of Li Jiaqi cable, more like a mix the show that take off a mouth, archives was mixed at 8 o'clock small put together art entertainment, the commodity diversion with dinkum and rather than enters the mouth.
And this is a year of his 300+ field direct seeding are medium only among them one of, as the open that will pay tail section day on November 1, the large direct seeding of coequal intensity returns field of know exactly about sth.
Li Jiaqi's success, admittedly the current situation makes like that, but the victory that also is professional creed, it is under the converging attack of countless new personality and star, he proves himself repeatedly, those who lean is the good luck that consumes a times not merely.
Li Jiaqi by what to always go up hot search?
"Do not sleep! Sleep hundreds of are done not have! " , " fine jade tired clinking " ... before dawn direct seeding will end on October 21, develop small gain to heat up search immediately about Li Jiaqi's Jingou.
Since this year, li Jiaqi is maintaining once a week frequency of small gain hot search second, be close to the density that a gleam of stars almost. "Build stalk " , become the channel that discharge upper limit breaks between Li Jiaqi direct seeding.
On one hand, li Jiaqi is producing the gout content that broke away from condition of the words that take money to also can travel independently continuously.
Differ with video of other direct seeding, the main content of electric business direct seeding spreads out around commodity introduction and rate of exchange, cut a valuable part very hard alone, dan Lijia fine jade early savor benefit -- by 2017, his series lipstick tries lubricious nearsightedness frequency trembling explode on sound red, pink goes up in 2 months time 13 million, also let him become electric business living broadcast first fire gives this new line of business of the circle advocate sow.
If say this " lipstick one elder brother " label is unexpected gain, so Li Jiaqi and comedian gold pacify make " CP of Jin Qi header " it is to do it painstakingly. This year in April, jin Jing first between direct seeding of Li Jiaqi of be a guest when an account in one's own words " 3 chapel are fat go to 115 jins " do laugh at extract to stand in small gain, B, shake the gregarious media such as sound wide to circulate, very fast, li Jiaqi invites Jin Jing again, pass " beautiful female silk banner " , the prop such as suona horn is made strong interact narratively.
The crosses platform to travel to be Li Jiaqi not only person of these nearsightedness frequency extract establishs the sense with infuse vivid, interesting more, also helped him attract more passerby white, in the open up is new discharge source beyond the department that clean out treasure.
On the other hand, "Brand admiral or taste newly + spokesman stars " became living broadcast between secure a road, advocate sow the interactive content with star to bigger odds forms transmission 2 times.
This year, visit the star between Li Jiaqi direct seeding to have 32 or so. "Double 11 " after opening to booking open, between Li Jiaqi direct seeding in invited Angelababy and Chen Kun continuously star of two a gleam of, angelababy spot lipstick tried the chocolate color of skin of color and Chen Kun to become popular topic. Star and advocate sow this kind to look be like existence " dimension wall " combination often forms contrast effect easily, production goes out to have topic sex extremely " renown occasion " .
In the meantime, li Jiaqi also is increasing the proportion of content of professional popular science between direct seeding conciously.
The beauty with Li Jiaqi build up makeup for the domain, past brand needs to pass a large number of hard wide the idea that has be osmoticed for long with soft sale, be like " early C late A " , because color of smoke amine acid, wave waits for analysis of composition of the major that protect skin, through direct seeding in finished in a popular style quickly. Last year " double 11 " after the end, li Jiaqi is between direct seeding in established a blackboard, introduce the use skill of the product in turn, for the word that with Li Jiaqi the investor of backside, heart is the same as capital president Shao Jun, this is " supply consumer language make peace catenary language was done perfect join, finished specialization to process of all-pervading of in a popular style " .
Li Jiaqi group is begged on direct seeding content beg newly change, this is the inevitable result that flow of trade of the direct seeding that take money sees top, competition turns white-hot.
Current, sale of our country Internet already overtook 10 million person from personnel of course of study, grow quickly with every months of speed of 8.8% continuously. The brand just takes the manner of goods to become more and more rational to direct seeding, the price war level that the businessman yields benefit indefinitely already arrived end, height is coessential the content that change will lose competition ability gradually; And it is finite that each electric business platform distribute the flow that takes consignor to sow, add the star that takes flow oneself people batch enters, new personality majority is accompanied run, the head advocate sow people what also be faced with battalion to accept the ceiling is tired.
In market of this kind of the Red Sea, advocate sow between besides than spelling stand or fall of resource of discharge cost discretion, brand, more crucial is whether continuously mainstream of direct seeding of capture cable business accepts numerous core demand.
Company demand and " buy buy buy " likewise important
"Eventually when you " , " my terrestrial fireworks is angry came back " , leave after Spring Festival holiday this year sow first days, between Li Jiaqi's direct seeding in be relapsed to brush screen by this reply.
And simple and crude dozen fold photograph comparing, the efficiency of electric business direct seeding is not tall:
Generally speaking, grow to differ to 6 hours from 4 hours when a direct seeding, the user can learn 1 day ahead of schedule only on the spot category and roughly ordinal, should crouch by dot, whole journey on time defend, roll out in the link for a short while scare buying pays, do not grab probably still on.
But direct seeding lover people be very happy with it. Because they need the goods that is cheap of qualitative actor price not only, and take the feeling that acquires recreation and company in consuming orgiastic atmosphere seriously likewise.
The academy in A releases " new economy of the 2020 direct seeding that clean out treasure reports " show, group of user of the direct seeding that clean out treasure is in centrally 80, 90 hind, it is next 70 hind, 00 hind had held quite specific gravity; The dimensions that spends an user again expands continuously, the user that when be being watched everyday, grows more than 1 hour grows compared to the same period achieve 40% ; The user is active time paragraph main concentration in the late evening after 6 o'clock, in 9, reached a peak at 10 o'clock.
Electric business direct seeding approves young customer from this in the hand " loot " grow when the user that come over, not be they were used at in the past shop below the line or the decision-making time of the rate of exchange on the line, use in however brush nearsightedness frequency, seek God theatrical work, the playtime that sees program of put together art go up. Electric business direct seeding was had at the same time " Save Time " function of rate of exchange and " Kill Time " recreational property, increased to be opposite between consumer and commodity again advocate sowed long-term trustful relationship, await the insecurity when medium deeply anxious, scare buying, what did not buy is bought satisfaction, regretful, mood value also is this main experience in consuming a ceremony.
Accompany demand in the light of this kind, begin to will sell chain setting to change between Li Jiaqi direct seeding, it is an unit with brand or category from before, change applies setting to be an unit for what live with press close to, open division of term, life, warm potlatch to wait a moment for instance, increase those who buy a process to be enmeshed with this feeling.
Wait for when the user between direct seeding the time in is enough much, they can produce more intense dependence and trustful move to this setting, this kind is in trade besides " addiction " feeling, breed the cornerstone of IP just about.
After realizing this, the broker company beautiful One of Li Jiaqi backside chose to go up with the market the development route with major MCN disparate orgnaization.
The operation strategy with current orgnaization of great majority MCN is " take an amount " , the hope holds the end of prices with tactics of sea of faces. This road, beautiful One has gone before in 3 years many, go be illogical. Most when, beautiful One has 339 advocate sow, but very fast they discover, the glamour of a person is to cannot duplicate with education. 2017, beautiful One abandons MCN project in the round, li Jiaqi became beautiful One the most important also is the first IP; With annual bottom, copartner of beautiful One of Li Jiaqi preferment.
This year, the 2nd of beautiful One appears in succession with the 3rd IP. From Li Jiaqi between direct seeding in have one's moment " young assistant " Fu Peng solo flight, regard professional beauty as makeup rich advocate cross platform to manage; Li Jiaqi's love is bestowed favor on people comprised " Never ' S Family " new IP.
The user demand that these two new IP are aimed at more fractionize: Fu Peng is dedicated at the United States makeup with fashionable category, with Li Jiaqi existing whole class takes goods to form particular area to lie between degree; "Never ' S Family " advocate those who hit is young user group love to what bud bestows favor on, undertake outputting through cartoon figure. In the final analysis, beautiful One hopes Li Jiaqi the user feeling between direct seeding and " company value " magnify as far as possible, spend good impression of vermicelli made from bean starch changeover to become commercial value.
The =1 between a direct seeding platform of medium-sized cable business?
2020, the GMV between Li Jiaqi direct seeding predicts to exceed 20 billion, break up again than last year double -- the dimensions that this has been platform of business of a medium-sized cable.
Electric business direct seeding is means of a kind of diversion no longer, change the new business pattern of brand, platform, channel and consumer at the same time however.
Country yuan negotiable securities releases " new flow, new spending holds concurrently by business of direct seeding cable and MCN " the report thinks, the business of cable of efficiency outclass tradition of business of direct seeding cable, from acknowledge, kind grass is compressed quickly to search, bought chain, advocate sow explain the sheet below the user to buy need time a few minutes only, of direct seeding of business of red cable of top class network buy change rate can achieve 20% , and traditional cable business is only 0.37% .
In this consumption chain, advocate sowing is crucial one annulus.
"The person of every KOL is set, the group of vermicelli made from bean starch that the style decided to its have particular general character rear, the affection that is based on KOL and vermicelli made from bean starch is concatenate, the member has higher reliability to sale information, KOL suffers to oneself fixed position and discharge numerous clearer, as more intense as user affection coupling, selection / content is achieved in all can agree more, sale changes efficiency taller. Sale changes efficiency taller..
This is why the crucial account that the GMV between Li Jiaqi direct seeding can maintain times fast growth in market of the Red Sea: The on any account that battalion controls the ceiling depends on advocate sow the deepness that regards core as IP, is not whole MCN orgnaization is medium advocate sow an amount.
Was used to consumptive process to more and interactive, more is participated in when people feeling, it is OK to taste a hair newly completely online change, scare buying process turns consumption into the one part of culture. Advertisement of bomb of brand advertisement headroom, effect is promotion sales volume, productive taste the channel below the line on line and line to cover different consumption multitude, the effectiveness that this covered methodology in the past by progressively disintegrate.
Spend with relying on the home products brand of the build up on the line completely on the west child for exemple, this young brand that held water 2017 is used only almost very one of time develops course with respect to what took traditional brand, the direct seeding strong exposure of head KOL is proved to be its most significant sale step.
ECdataway data shows, this year 1-2 month, the sale that spends inn of Xi Ziqi naval vessel to have 40% comes from between Li Jiaqi direct seeding, spend the product of before sales volume of month of inn of Xi Ziqi naval vessel is ranked 5 to all had gone up between Li Jiaqi direct seeding, among them, lunar sales volume achieves pen and 520 thousand 110 thousand flower respectively on the west child air sweet pink and discharge makeup wet towel, the frequency is sowed to be as high as 11 times on. Whether had gone up what sell between Li Jiaqi direct seeding is new article, the difference of lunar sales volume is achieved 10 times to 200 times differ.
Become famous long already, user is basic dish firm in high-end brand, was in the past even with " Gao Leng " celebrated top class and fashionable brand, also begin to realize electric business direct seeding consumes the power of the market to China, embrace tide actively.
Piaget of count of brand of watch of extravagant gem wrist is between Li Jiaqi direct seeding one late work off 1021 diamond, this is equal at annual the sale of 1/3; Be as high as twelve thousand three hundred yuan Bottega Veneta Yun Duo to wrap, 230 vanity make work the second is empty.
Wanted to build enough trustful base only, the young customer that has strong purchasing power people not care a continental is online on buy luxury, await before mobile phone screen together with millions person same a commodity link, become do it among them the fastest one of, process of this scare buying not only the sense that did not lose caustic luxury, still offerred extra accomplishment to feel. Digitlization times is right the clear up of traditional value and reframe, it is so swift and violent and all-conquering.
Now, shop is self-supporting between direct seeding become brand label basically already to match, but brand people correct ministry platform advocate sow still also exist to appeal to by force beg -- push taste newly, trademark of hurried sales volume, promotion is well-known spend, discharge of precipitation illicit region... they took out the past to be in only sweet a pavilion or house on a terrace beautiful abandon an ave or times, the spokesman of star of a gleam of that lets an autograph make an appointment with walks into direct seeding, business of cable of active hug direct seeding is transformed to the digitlization of the industry.
Look from this angle, there still is more to be able to entertain extended possibility between Li Jiaqi direct seeding.
