Perhaps, on the same live e-commerce rope, “Li Jiaqi” are also prosperous and lossy.
2021 is a turbulent year for the live broadcasting industry.
On the afternoon of December 20, head anchor Weiya was fined 1.341 billion yuan for tax evasion and blocked by major platforms. Prior to that, in November 22nd, Sydney and Lin Shanshan were also punished for evading taxes. The jitter, the little red book account and Taobao shops were all closed down, and all the shop products were tiktok.
So far, two of the three giants in the live broadcasting industry have fallen. Li Jiaqi was once considered the most promising person to undertake this wave of traffic, but the reality is that the fall of “Weiya” did not make Li Jiaqi “full”. Recently, times finance and economics noted that many consumers said on social platforms that the price of Li Jiaqi’s live studio has an upward trend. Compared with other platforms, it has no advantages, and some goods are even more expensive.
Perhaps, on the same live e-commerce rope, “Li Jiaqi” are also prosperous and lossy.
Low price advantage no longer
After Weiya and Sydney were sealed, many people in the industry believed that Li Jiaqi, the first brother of live broadcasting, was good.
At first, Li Jiaqi did undertake a lot of traffic. On the night when Weiya was sealed, the traffic of Li Jiaqi’s Live Room exceeded 38 million. The next day’s snack Festival, the peak traffic was close to 50 million. However, at present, Li Jiaqi’s live traffic has returned to the daily level. The number of viewers of the latest live broadcast (January 23) was 26.66 million.
Contrary to the positive, many people questioned on the social platform that after Weiya was blocked, the goods in Li Jiaqi’s live studio became more and more expensive, without the advantage of “lowest price” in the past.
For example, the eighth generation Wuliangye Yibin Co.Ltd(000858) 52 is priced at 2350 yuan / bottle in Li Jiaqi’s annual goods live broadcast room, but in tmall supermarket, it only costs 2116 yuan to collect and settle two bottles of coupons. A food industry merchant said on the online platform, “before the Mid Autumn Festival, there was a moon cake gift box. The price we got from hundreds of agencies was 90 yuan. Li Jiaqi’s live studio sold 128 yuan. A single product commission point was 34%.”
Another consumer said that he bought hushubao liquid sanitary napkins in the live broadcast room of Li Jiaqi due to the influence of the new year’s festival. “Even after adding 200-20 discounts, it still needs 2 yuan / piece, and the price is lower at ordinary times. Then I returned and bought them from other channels, more than 90 yuan and more than 80 pieces.”
Compared with the commodity prices of Li Jiaqi’s live broadcast room, times finance found that it is indeed more expensive than other platforms. In a live broadcast of the Spring Festival, the price of New Zealand fresh milk priced at 129 yuan in the flagship store was 69 yuan in the live broadcast room, but the price of the same model in tmall supermarket was only 58.9 yuan.
Some businesses will reduce the product price three or four days before the live broadcast, and then increase the price two days before the live broadcast. When the live broadcast starts, the price given by Li Jiaqi’s live broadcast room will be higher than the lowest price of previous businesses.
A consumer posted the record of purchasing 714 Street double-sided cashmere jacket in the live broadcasting room on his microblog: on January 20, Li Jiaqi gave the price of 259 yuan in the live broadcasting room, and the store showed the original price of 409 yuan. However, he inquired about the price changes of the commodity and found that on the 13th and 14th, the price of cashmere coat was 276 yuan, increased to 349 yuan on the 15th, and decreased to 241 yuan again on the 16th and 17th. Three days before the broadcast, the price rose to 349 yuan, with a price increase of 40%.
Today (January 24), times finance inquired about the prices of the above commodities and found that the price of the cashmere coat collar coupon after purchase was 259 yuan. In fact, Li Jiaqi’s live studio did not give any discount.
Return to rationality in the pricing of live broadcasting room
Why does Li Jiaqi lose the advantage of “the lowest price in the whole network” when one company is dominant?
First of all, from the perspective of traffic, Weiya’s departure did not benefit Li Jiaqi. Previously, some media reported that Weiya and Li Jiaqi’s fans have a “rice circle” trend. Some people in the industry said, “Weiya’s fans are highly rice circle. Some fans are reflecting on whether they really need so many things, and the result is not to watch the live broadcast. It’s easy for fans to turn around and leave, just to calm their inner reluctance.”
In addition, the brand side has also become stronger. Prior to the L’Oreal incident, the contradiction between the brand and the anchor has been made public. After Weiya Sydney was punished, many brand parties publicly protested against the media against the sky high pit fee of the anchor and the huge losses arising therefrom.
A person doing brand live broadcasting service told times finance that Li Jiaqi’s live broadcasting room lost its low price advantage not because of the rising price, but because the whole live broadcasting industry became more and more standardized, and the pricing of the brand to the anchor gradually returned to the normal price range. “Big brands will be stronger. In addition to making popular models, the price may be particularly low. The prices of other commodities are returning to rationality. Brands can’t mess up their own price system, which is the demand of the industry’s own development.”
Tiktok is also developing its own channels, and many of its flows are from the big anchor live broadcast to the brand self seeding channel. Taobao, jitter, and Kwai Tai are supporting the brand self seeding.
Previously, Wu Xiaoxiao, the relevant person in charge of Jiuyang store broadcasting team, publicly told the media that according to the store data from December 20 to January 9, the number of viewers in the self broadcasting room of Jiuyang store increased by about 70% and the number of visitors tripled.
Not only Li Jiaqi, but also the small and medium-sized anchor can hardly enjoy the traffic of Weiya Sydney. A MCN worker from the waist beauty makeup tiktok said that they did not feel the so-called traffic dividend and the brand’s favor for the small and medium anchor. “Whether you can attract the brand side depends on your data and real skills.”
Yi Zihan, the founder of e-commerce company who once revealed that he was cheated by live broadcast of 3 million a year, explained the brand’s concerns about small and medium-sized anchors: the performance of head anchors with goods is relatively stable and can play the role of brand publicity, and other small and medium-sized anchors, including idol stars, lack reliability. It may take a month, two months or even half a year for a big anchor to achieve the sales target in 1-3 minutes.
The above-mentioned brand live broadcasting service personnel also said that at present, they have not seen the change of the brand side in the choice tendency of anchor.
Compared with the argument of “re ranking” in the live Jianghu, “one prosperity and one loss” is a more appropriate description at present.
After Weiya was punished, Li Jiaqi, who used to search frequently, also kept a low profile. His latest short video changed the usual consumerism style of “buy it” and sorted out the admonition for rational consumption in 2021: you should use up the lipstick at home first, don’t buy it and put it there (no need), buy it on demand, consume rationally and don’t follow blindly.
