Yang Mi, The Queen Of Goods, Is Also Not Able To Squeeze Into The Increasingly Crowded Live Track.

From Meng Meiqi, Victoria Song, Yang Zi to Liu Shishi, Liu Tao, and Yang Mi, the live broadcast of Li Jiaqi can always have female stars patronizing.

Li Jiaqi, the "Queen of the Yellow chamber" and "high EQ" Yang Mi, who recently exploded the topic, all have some gimmicks without exception. Behind the gimmick is the thinking behind "the era of universal live broadcasting with goods".

　　 Yang Mi, the queen of goods, also joined the live broadcast room.

"Lipstick one brother" Li Jiaqi joined micro-blog fans last night at the 8 point of the 100 million "Queen of goods" Yang Mi broadcast live, the whole two hours mainly around Yang Mi products endorsement products, in addition to Crocs and Estee Lauder, but also includes P & G's Downy, slippery plum and happy home and other daily necessities and food, broadcast only 10 minutes, the audience has broken millions. According to the monitoring, the live broadcast recorded nearly 12 million 500 thousand of the final viewing volume.

Although after last year's double eleven, the star enters Li Jiaqi or Wei Ya and so on anchor live broadcast gradually becomes normal, but Yang Mi and Li Jiaqi's combination can still blow up a piece of flower of social media. That night, topics like "Li Jiaqi Yang Mi" and "Yang Mi's ankle" became micro-blog's hot search and read more than 500 million.

Yang Mi is recognized as the "Queen of goods" in the industry. In the star's latest list of consumer influence list of 2019, Yang Mi ranks second in the consumer spending power of 99 and 100, and the direct index of carrying goods. It has become the most influential female star, especially in the field of women's wear and cosmetics.

Obviously, Yang Mi, who has huge traffic volume, is a Chinese star who has been popular with luxury fashion brands in recent years.

In the late April, the American sexy underwear brand announced that Yang Mi was the first Asian brand spokesperson in history. At the same time, Yang Mi also endorsed the Tapestry group's shoe brand Stuart Weitzman, the Italian style tights brand CALZEDONIA and the domestic clothing brand MO&Co.

According to data treasure statistics, Li Jiaqi earned nearly $200 million in 2019, and his team sold more than 33 million items in two months from February 5th, half of last year.

You have to be careful. My live room is dangerous. You can't help thinking about it if you look at it for 10 minutes. Li Jiaqi, the king of goods.

Nowadays, brands and celebrities are trying to catch the rare flow train of "Li Jiaqi".

Li Jiaqi, the most popular phrase in the cosmetics world, is "color number", "oh my God", "buy him", "too good-looking", "amazing" and "light of domestic products". The potential purpose of repeated words is to enhance the ability to carry goods and attract viewers and advertisers. From a linguistic point of view, these words form part of the Li Jiaqi assessment language.

The purpose of these repetitive languages is to convince the audience on the one hand and to persuade the manufacturers on the one hand. The advertisers believe that he is the most authoritative, professional, and most beautiful woman and cosmetic product.

"Fearless, afraid of Li Jiaqi's oh my God", Li Jiaqi's short and forceful repetition has strong commercial liquidity.

In 2018, double eleven, Li Jiaqi broadcast 5 minutes to sell 15000 lipsticks, 5 hours with goods 5 million 350 thousand lipstick records so far no one broke. Fans can't wait to achieve their own screen function, so they can watch Li Jiaqi's video while chopping their hands.

　　 Strong alliance can not produce brilliant report card.

When consumers need guidance, brands need the key ideas to spread and promote the times. Stars and Shi Shangbo owners become an important link between the two.

However, the strong alliance of "Queen of goods" and "live one brother" did not collide with too many commercial sparks. Compared with live broadcast, the masses are more concerned about the topic of "Li Jiaqi apology" and "Yang Mi's ankle".

After last night's live broadcast, the topic of Li Jiaqi's apology came to the top of micro-blog's hot search list. The reason was that Li Jiaqi had apologized for his improper remarks when he was broadcast live with Yang Mi and set off a new round of controversy. Up to now, Yang Mi has not responded to relevant events.

According to the data released by Alibaba, the average daily number of active users of Tmall Taobao in March 2020 has surpassed the high level in December last year, and the average daily orders increased by 12 million more than in December last year, of which Taobao live broadcasting is the main driving force for growth. In the same month, the number of business orders brought by the live broadcast business rose by more than 160% over the same period last year. In March, the number of new start businesses surged nearly 3 times, and the number of live broadcast sites increased by 190% over the same period last year.

Although the two people made half an hour of interaction and paving the way for Crocs's products in three themes and scenes before the official sale, the $209 Crocs hole shoes were left with 15 thousand pairs at the end of the live broadcast, and 4000 pairs of sandal sandals for girls and girls, 179 yuan. Yang Mi's favorite Estee Lauder flagship product, DW foundation liquid and high energy small brown bottle, is sold out, but we should know that the beauty and skin care products that Li Jiaqi has been broadcasting before are usually sold out in seconds. Nearly 12 million 500 thousand of the watches are just the normal level of Li Jiaqi's normal live broadcast.

　　 The result seems to be less than that of Li Xiaolu next door.

At 0:30 on April 21st, the actor Li Xiaolu ended the first live broadcast of the vibrato. According to the list of the red hulled goods, the direct sales of Li Xiaolu were 47 million 340 thousand, which was nearly 16 times of second and 2 million 900 thousand, which was the top of the list.

The topic of "post epidemic era" and the live related goods will become a hot topic. From Luo Yonghao's simple vision of "making friends", he will live in the sound of live broadcast, start the first shot of the sonic live broadcast, and then live to "live over the car" by LV.

According to the data released by Alibaba, the average daily number of active users of Tmall Taobao in March 2020 has surpassed the high level in December last year, and the average daily orders increased by 12 million more than in December last year, of which Taobao live broadcasting is the main driving force for growth. In the same month, the number of business orders brought by the live broadcast business rose by more than 160% over the same period last year. In March, the number of new start businesses surged nearly 3 times, and the number of live broadcast sites increased by 190% over the same period last year.

Why do stars always visit the studio? How long can star punching and red boxing still last?

　　 Channel change of movie stars in winter and winter

The flow of traditional advertising endorsement channels has been diluted by social media, and the channel of celebrity endorsement has been gradually transferred to micro-blog, jute, Xiao Hong and other social media.

The flow star will casually produce a self timer on the social platform. The commentary will have numerous "seeking the same money" voice. Any fans on the star will be willing to "grow grass".

When "gossip Queen" and "traffic Queen" Fan Bingbing appeared in the live broadcast room of net red Sydney, they sold 110 thousand pieces in a few minutes, and sales exceeded ten million.

Live broadcast is Pan China, even alienation, audience enthusiasm retreat. Li Jiaqi, Wei Ya and other head anchors can only rely on celebrity's fame to maintain the heat.

In the era of goods 2, we heard that the form of live broadcasting can save the "endangered" online market, from KOL to stars at a time, from grass roots to corporate executives, and government officials have come into battle naked, and carrying goods with skilled or unfamiliar words on every platform, just like opening the era of "full live broadcast with goods".

The advent of the era of "full live broadcasting with goods" also indicates that the "information explosion era" has entered an "information explosion era" in advance, and the attention of consumers has been highly dispersed and the patient has been greatly diluted.

The industry pointed out that the fact that more and more stars appear behind Li Jiaqi and Victoria's live broadcast is also a sign that the main business is approaching the bonus ceiling.

The star needs the red flow of the head net, and the red head needs the celebrity's reputation. The two is like a grasshopper on a boat, but I don't know how long this combination can last. How can traffic flow be converted into actual marketing data?

Wang Sai, the CEO consultant and author of "the five growth line", thinks that only traffic and no marketing, sales and potential energy mismatch are the main problems in the current live broadcast format. "Live broadcasting with goods" is a great thing. It is another matter to do a good job of live sales and create a live broadcast ecosystem.

No one can relax in the face of the increasingly large consumer market and increasingly crowded direct track. What people expect is not the birth of the next Li Jiaqi, nor is it the live broadcast of which superstar Li Jiaqi is. On the battlefield of live broadcast business, Taobao has occupied the leading position temporarily. After that, there was a sudden rise of the red book and the Red Sea.