Li Jiaqi on "Consumerism": Don't waste, don't buy randomly
In Li Jiaqi’s recent live broadcast, at the moment of "high light" introducing the product, he would suddenly zoom in on the external microphone to show the strength of "Human Suona". The sharp increase in volume made the whole live broadcast room and the audience spirit in front of the phone To cheer.” When recommending a small sausage snack, a netizen said that the family hadn’t finished eating and he planned to stock some more. He immediately stopped: “Then don’t buy it, don’t buy it first.” “Bring the goods. "Anchor" painting style changed suddenly.
During the live broadcast, the show with idol Angela Chang on the CCTV Network Spring Festival Gala is being broadcast.
He stopped the process of bringing the goods, "watched" the show with netizens, nodded repeatedly and said that he was doing well, and he was not "holding back".
Finally, don't forget to cue Stefanie Sun, hoping to continue "successfully chasing stars."
For viewers watching the live broadcast in front of their mobile phones, the noisy him no longer seems to be the "brother with goods", but more often he is like a "talking" and kind friend who accompanies him.
A few hours in the evening passed so lively.
"Rational consumption" has been said more frequently in the past year
Beiqing: The past year was a special one. Under the background of the epidemic, how has your live broadcast room been affected and what changes have been made?
Li Jiaqi: After the outbreak of the epidemic in 2020, in addition to bringing goods in my live studio, I want to bring you some spiritual strength.
I hope that when you watch the live broadcast, you can gain more things like happiness, fireworks and so on.
From the live broadcast of the resumption of work, the more important theme of the live broadcast room has become "love and companionship" instead of product sales and sales.
During the live broadcast, we invited a lot of celebrity artists one after another, and got more interactive scenes with them, which added the feeling of variety show to the live broadcast room, so that everyone can see the other side of the live broadcaster, hoping to bring you more happy.
We also have a new IP like NEVER'S FAMILY, and my dog never has been with everyone in the live broadcast room, increasing the power of healing.
In the past year, we have made a lot of changes in the language of the live broadcast room.
For example, it puts forward the slogan to let everyone "consume rationally and shop happily" instead of letting everyone buy crazy all the time.
I say "buy it" less frequently than in 2019, and I emphasize "rational consumption" to everyone.
In terms of content, a "new product show" program that only grows grass and does not sell goods has been added. I hope to share with you domestic and foreign fashion resources and fashion information, so that the live broadcast will output more high-quality content.
Product selection, quality inspection, after-sales full line enhancement
Beiqing: During the development of the e-commerce live broadcast industry in the past year, there have also been negative news such as product quality being questioned and celebrities bringing goods overturned.
As an industry insider, how do you think we should deal with and solve these problems?
Li Jiaqi: E-commerce live broadcast started in 2016 and has developed from a very new format to today. There are applause and doubts. This is something we should accept and face.
On the whole, the entire industry is still developing positively. In the past year, government departments have also formulated new management methods and regulations. As an anchor, you must be strict with yourself and abide by the law. I believe this industry will get better and better. .
Product quality is now the most concerned link in live delivery.
First, in terms of product selection, our product selection team probably has dozens of people working in the rear to select more high-quality products for everyone.
We must ensure that what everyone buys is the official product of the Tmall flagship store and the brand.
Second, we strengthened QC quality inspection and established our own quality inspection team.
Take clothes as an example. Every stitch that is as thin as the top must pass our quality inspection before entering the live broadcast room.
Third, we optimized the after-sales process, set up the "No. 1 Link Customer Service" in the live broadcast room, and established a green channel with the brand's customer service to help solve after-sales problems in a timely manner.
Fourth, regulate the speech in the live broadcast room.
According to the requirements of the advertising law, avoid saying "best" and "lowest". People often ask in the live broadcast, "Can pregnant women use it?" I would say please follow the doctor's advice.
In addition, we also take the initiative to communicate with relevant departments.
For example, we visited the China Consumers Association and exchanged with relevant persons in charge about the problems and difficulties that may be encountered in the live broadcast room, and how we should pay attention to and avoid them in the future.
Expanding the variety of broadband goods, the audience is not only "all girls"
Beiqing: Li Jiaqi once gave the audience the impression of "Big Lipstick", but now in the live broadcast room, in addition to beauty products, there are more snacks, electronic products, and even clothing. Is it going to expand the types of broadband goods and fan groups? ?
Li Jiaqi: Nowadays, men are living more and more exquisite lives, paying more and more attention to quality, so they will also choose more ways to purchase needs and channels, such as coming to Jiaqi’s live studio.
The proportion of male viewers in the live broadcast room has increased from 12% to 20%, and the increase in male viewers may be a trend in the future.
In the live broadcast room, I used to shout "all girls" every day, but now when introducing products, I occasionally shout "all girls, all boys".
Because I think I have the ability to help you negotiate prices, no matter if it is snacks, small appliances, clothing, shoes, everyone will accept it.
Why is it that the multi-stage variety show is not for traffic?
Beiqing: In the past year, you have had a lot of interactions with celebrities and entertainers. You have also seen you on some variety shows.
As an anchor, your fan base is also very large.
Will you participate in more variety shows in the future?
Will it enter the entertainment industry?
Li Jiaqi: Actually, from the end of 2019 to 2020, I pushed out many variety shows.
Because in terms of acting, singing, or funny, I am not a professional. Even if I participate, the final program may not be very effective.
I hope to participate in the show as a matter of course.
For example, "Sister Riding the Wind and Waves", the artists and audience groups participating in the show are mainly girls. The show wants to give all girls positive energy, which just overlaps with the audience group in Jiaqi's live broadcast. It is suitable to participate in this show to cheer everyone on .
The recent performance with Angela Chang on the CCTV Network Spring Festival Gala was at the previous Double 11 Gala. I was caught in the live broadcast room "chasing stars".
Later, the performance on the same stage became a small interaction of "success in chasing stars": I like Angela Chang to sing, and if I have the opportunity to perform together on stage, I will also practice singing hard to make myself better.
Last year we also created a program called "The School Diary of the Newa Family". The protagonist is my pet dog never and his family member sister, etc., recording how dogs become qualified treatment dogs.
This program wants to tell everyone that pets can also become a very good friend of humans and can heal those who need help.
This program also draws more people's attention to special groups such as the elderly with cognitive impairment and children with autism, and helps them reduce their symptoms. I think it is very meaningful.
In the last episode of the show, I invited children from a special school in Nanjing. Boys with autism happily played the piano, sang and expressed their thoughts. I felt very warm after watching it.
Last year, I also took never to participate in "Forgettable Restaurant", which is a record and observation program focusing on cognitive impairment.
In addition, when I participated in the live broadcast reality show "Field of Hope", I taught my live broadcast skills and techniques to celebrities, so that they could use their influence to help farmers increase their income.
I will be more natural and comfortable to participate in such a program.
I participated in these programs not for exposure, but for leaving meaningful and helpful content.
Touched by fan barrage, I want to be a friend by my side
Beiqing: In the past year, has there been anything and anyone that left a deep impression on you?
Li Jiaqi: During the Spring Festival in 2020, I have been off for more than 20 days without live broadcasting.
That period was also the most severe moment in the development of the epidemic.
February 3 was the first day of my rebroadcast. I saw fans saying in the barrage, "My human fireworks are back" and "I finally feel that I am not so depressed anymore".
After the broadcast, I deliberately went to Weibo to read the messages, and I kept seeing it at 4 in the morning.
It turns out that many fans feel this way. They don't come to my live broadcast to buy anything.
Everyone who needs a sense of company when doing housework, taking a shower, or staying alone or writing a paper, will treat me as a friend.
Because I speak louder and louder, they will feel safe with such a voice next to me.
I realized that many young people now feel very lively in a working environment with many colleagues and friends, but they often come home and are alone.
Especially in a special period like the epidemic, it is easy to feel lonely without the company of friends and family.
From that day on, the positioning of Jiaqi's live broadcast room is no longer just to pursue the sales or sales of products, but more to bring you a feeling of "love and companionship".
It was also at that time that I decided to do something different in the future, emphasizing "love and companionship". Only then will there be a series of follow-up programs and things like the production of "Neva Family School Diary".
International cartoon image brand line friends contacted me, hoping to make the never family a Chinese animation IP.
It is worth mentioning that they did not deliberately ask me to create an IP, but came to support me after seeing the "Neva Family School Diary".
So I am also very grateful to these brands. They saw what I was doing and knew what I was doing.
Last year, another little girl left a deep impression on me.
While doing poverty alleviation and charity activities in Yunnan, I met a little girl named Wuga.
When she was a child, she originally suffered from an uncomplicated eye disease, but due to family circumstances and medical restrictions, she did not receive timely treatment, resulting in blindness.
At the age of 10, I haven't gone to school and can't write.
When the epidemic broke out, she and her grandfather donated all the potatoes in their home to Wuhan.
Later, the caring people in the society learned about her, spontaneously helped her, and contacted the hospital to perform surgery to restore her vision.
When Wuga went to Beijing for surgery, I happened to be on a business trip in Beijing, so I visited her in the hospital.
Now her eyesight has improved and she has started to go to school. This is really good news.
I was thinking, a little girl who is still studying hard and eager for knowledge in such a difficult family situation and her body suffering from a disease. For a healthy person like us, there is any reason not to work hard to make her work better. Great?
Remind consumers: buy on demand, live within your means
Beiqing: Recently, the topic of "consumerism retrograde" on social platforms has been highly discussed, advocating "don't buy".
And some comments in the society will link the delivery anchor with "buy, buy, buy," and "consumerism."
So, what do you think of the topic of "consumerism"?
Li Jiaqi: Actually, my profession is a sales, or a shopping guide that has moved from offline to online.
My biggest job responsibility should be to recommend good products for everyone to buy.
But why do I spend so much time chanting the slogan of "rational consumption, happy shopping" this year, because I feel obligated to remind everyone that shopping really needs to "live within your means".
It’s not easy for everyone to make money. It’s because they have to go to work to consume mental, physical, and even hard work.
When consuming, you should buy on demand, without wasting or buying randomly. This is what I have always advocated in the live broadcast room.
Including price, don't blindly pursue high prices, thinking that high prices equal quality.
If the economic conditions are good, you can choose the expensive one, but if the economic conditions are limited, you can choose the cheap one.
I believe that everyone can find something good for them.
Affected by the epidemic this year, many industries have been affected, and the production capacity of raw materials has declined.
When selling snacks on live broadcasts in the past, people would take out four bowls and five bowls in order to make them look good.
But now, I will try to take as little as possible in the live broadcast room. I can't finish eating on the spot, and I will act on the CD when I take it back to the backstage.
Because I think whether it is a public figure or an ordinary person, there should be no extravagance and waste in life.
In the past year, I also won the title of "Specially Invited CD Ambassador of the All-China Youth Federation".
Consuming rationally, pursuing better price-performance ratios, I like to use and use things when I buy them. I think this is the purpose and meaning of consumption.
And my live broadcast is there every day, if you don’t buy it today, there will be tomorrow, if you don’t buy it tomorrow, there will be the day after tomorrow.
When I saw fans in the live broadcast room saying that there are still a lot of stocks on the mask, they would say, "Then you don't want to buy it, and let's talk about it when you run out of it at home."
Everyone comes to my live broadcast room because they trust me, and I can’t let everyone consume all their trust.
Trust builds up slowly, and if you don’t do well, it will slowly wear off.
I hope everyone trusts me more and more, not less and less.
The Year of the Ox will enrich professional knowledge and produce new content
Beiqing: The Year of the Ox is here. What are your expectations for the new year?
Li Jiaqi: In the new year, first, I hope that the live broadcast room will be more professional and be responsible for my "all girls"; second, I hope that my professional knowledge will be richer and I will choose more worthwhile things for everyone; third , I hope that there will be new content output in the new year, and everyone will like it.
Finally, I wish the readers of the Beijing Youth Daily a happy New Year of the Ox and a lot of raises!
Good health and good luck!
This edition / our reporter Chen Si
background
"New vitality" during the epidemic
The highest turnover in a single live room has exceeded 100 million
Live streaming e-commerce started in 2016, and it will be out of circles quickly in 2019.
After the outbreak of the 2020 epidemic, e-commerce live broadcasts burst into new vitality in China and become a new driving force to stimulate economic development.
In addition to delivering goods to the anchors, government officials, entrepreneurs, and hosts have joined the live broadcast army.
The live broadcast e-commerce head platform has obvious advantages.
According to a survey conducted by the China Consumers Association on live e-commerce platforms, Taobao Live has an absolute lead with a utilization rate of 68.5% and a regular utilization rate of 46.3%; followed by Douyin and Kuaishou; Jingdong and Pinduoduo also have A certain market share.
Take the Taobao platform as an example. In 2019, live broadcast e-commerce has exploded in mass industries such as women's clothing, beauty, and food.
In 2020, the live broadcast ecological soil will become more and more fertile, followed by industries with more accurate audiences such as mothers and babies, 3C digital, watches and glasses.
The beauty makeup of the “traditional advantage industry” of the live broadcast won the TOP1 ranking of Taobao live broadcast transaction value.
It can be seen from the monthly live broadcast transaction volume trend graph that the more the promotion, the stronger the explosive power of beauty makeup. March, June, and November are the key outbreak nodes.
However, in addition to the "traditional advantageous industries" where live broadcasts such as beauty, women's clothing and jewelry are located, the tentacles of live broadcasts have also extended to industries with high unit prices, long decision-making cycles, and strong offline scenarios. Watches, glasses, and flowers are cute. The transaction value of pet, local life, household appliances and other categories increased the fastest.
Statistics show that in the past 12 months, the number of merchants participating in live broadcasts has increased by more than 220%.
33 Taobao live broadcast rooms had a turnover of over 100 million during Double 11 in 2020. Among the live broadcast rooms of over 100 million merchants, the proportion of durable consumer goods such as major appliances and household appliances has increased significantly.
At the same time, there were also nearly 500 live broadcast rooms that had a transaction volume of over 10 million during Double 11, regardless of whether domestic products, international brands, new brands, or even shops operated by new farmers have developed rapidly.
Through data mining, it is found that since 2020, 90% of Tmall’s core merchants have started broadcasting.
From the perspective of product categories, the businesses engaged in live streaming are also becoming diversified. Nearly 90% of the first-level categories of Taobao have been involved in live streaming, even including real estate, hairdressing, hair care, wigs, second-hand luxury goods and other emerging categories .