Li Jiaqi Made "Rivers And Lakes" Direct Seeding Business War Just Started.

"O - M - G!!!"

No one knows Li Jiaqi in the Taobao ecosystem. The three letter is enough to label him.

With the rise of live and short video platforms, many fashion designers are coming out. Relying on millions of fans, targeted marketing has become a new career pursued by many.

There are fans who are emboldened. Li Jiaqi began to shape the whole industry chain. They are busy planting grass, and others provide "grass seeds".

A business revolution on liquidity, supply chain speed and the rise of new brands is being launched behind the scenes.

　　 The pain of tearing the heart

From the unknown to the first line, Li Jiaqi spent only two years.

There are also many different voices on the Internet: some people are sure of his talent, and some people question his profession: "he is blind by planting grass."

But no one seems to doubt his efforts.

In a video interview, he revealed: in a few hours of the lipstick special session, he painted 380 lipsticks at one time, "I feel my lips are tearing, burning, and then I feel unconscious like an anesthetic. This is the feeling of tearing up the heart and cracking the lung".

"Born" in Taobao, he will naturally be concerned by the platform side.

Xuan De is the general manager of Taobao content business department. He said in an interview with sina science and technology, "many people think he (Li Jiaqi) is red, but this is no accident".

In the view of Xuan De, Wei Ya and Li Jiaqi two people are the most popular anchor at present. "I talked with them privately." Wei Ya only works 1 days a day for 29 days, and Li Jiaqi is the same workload. "

　　 Worry about snatching food

Now Li Jiaqi is getting a little anxious.

He said frankly, "I am afraid that I will not broadcast today, and fans will not come to my studio tomorrow." Later, this anxiety even turned into fear: on the 365 day, he sowed 389 games.

2018 double 11, Ma Yun Challenger identity "singled out" Li Jiaqi, the result of a fiasco. The official plot made Li Jiaqi step on the shoulders of giants and take off again. His fans had surged from less than one million at that time to 5 million 600 thousand today, which is only 400 thousand worse than Taobao's first place.

Some people in the industry have analyzed Sina Technology. When the platform reaches a certain scale, users will inevitably overlap. "Users will use Taobao at the same time and spend more than two platforms shopping. Fans will also focus on two anchors at the same time, and the coincidence degree must be over 50%."

Zhao Yuanyuan, director of Taobao's live broadcasting operation, bluntly said that such a phenomenon would happen in the 5 million fans' anchors. "It's inevitable to eat each other's fans."

Letting one side "go out" may be the best way to solve the problem of "rush food".

In 2018, at the suggestion of Zhao Yuanyuan, a group of Taobao anchors such as Li Jiaqi began to issue short videos on the jitter. In his view, Taobao is easy to generate money, but it is not easy to create a net red. "After shaking the fire, he will let more people know that Taobao live, this is a good thing."

　 Puzzle of profit

There are gains and losses in shifting positions.

Trembling once again created Li Jiaqi, and nurtured the live broadcast of Taobao. But some anchors are trying to beat the water on the jitter. The fundamental difference between the two kinds of platforms is that Taobao sells live directly, while the platform such as shaking is the first to create profits for people.

"A lot of people say that the number of anchors is going to be several million a month. This figure is open to question," a MCN official told Sina Technology. Li Jiaqi and Wei Ya calculate the industry. Under normal circumstances, brand players rely on the main players to sell goods, the Commission is up to 30%, the Taobao side needs to withdraw 30% from it, the rest is owned by MCN, and finally the proportion is distributed to the anchor.

"Let me give you an example, such as selling 100 thousand items a day, the anchor commission income is 30 thousand, Taobao takes 9 thousand, 21 thousand goes to us (MCN organization), and then according to the rating of the anchor in the organization, the maximum is 5 to 10 thousand yuan."

At present, the agency manages more than 30 anchors, which is only a middle level in Hangzhou. "The advantage of many people is that they can get cooperation with high-end supply chain, and they can also pay a premium. Second, we can use different anchors to match Taobao's resource bits and play relatively flexible.

　 Chain changes

The supply chain transformation is another obvious change brought by the live broadcast of the electricity supplier, and some new industries emerge as the times require.

"The anchor can't wait to keep up with the rhythm every day," Dai Chenming, head of marketing at a garment factory in Hangzhou, told Sina Technology. A few years ago, several explosions in the factory were enough to hawk the whole season. But under the impetus of the anchor, the time of the explosion was greatly shortened.

Dai Chenming revealed that, according to the geographical location, there are thousands of garment processing factories in Jiangsu, Zhejiang and Shanghai, so it is the gathering place of the clothing anchors. "Some factories rented the houses near the anchor gathering area, and every day someone put the new goods in the rental room. There will be agencies or anchors to see the goods, and the ones will be sold in the second day live broadcast."

"Some MCN organizations are very strong and require a certain type of clothing to be revised. We will finish the process in a few hours, similar to the private custom mode," Dai Ming Ming said. Some of the main players in the circle picked the goods and sometimes threw a few pages of sketches. The workers would piece together the pictures and make a dress model overnight. "In order to cooperate with the big anchor, every family is very competitive, and several people in the design and tailoring work around the anchor."

But he admits that such a mode is only applicable to live broadcast of the electricity supplier, which is a key link in the industrial chain. Competition is fierce. "If you don't do it, someone else will do it."

Moreover, there are many data companies in this industry chain. They will track the data of the anchor in real time, even classify the responses of the users, and finally sell the statistical results to the MCN organizations and factories. The former needs to adjust the pace of the live broadcast with the help of data, which needs to improve the characteristics of the products according to feedback so as to "do what is best for them".

　　 Confusion of rivers and lakes

There are also many uncertainties in the "rivers and lakes" created by Li Jiaqi.

The above MCN agencies admit that the huge risk of huge revenue is huge: for example, clothing, the first is backlog of stocks, the second is the frequency of return, "look at the order, many are impulse consumption, buy back and return a lot of people, so profits are far from exaggerated".

He believes that the direct seeding electricity supplier market needs to be nurtured for a long time. "As far as I know, there are hundreds of MCN institutions in Hangzhou, and less than 20% of the profits can be made."

This view has been endorsed by other people.

Some analysts say that the live broadcasting business "seems easy to operate and extremely difficult. There are many factors to consider, such as whether the supply chain can keep up with it." Anchors to understand whether the electricity supplier? How to sell products? How to do the conversion rate? There are a series of problems that can't be sold without cameras.

Mogujie.com anchors hatch and supply chain leaders believe that a qualified live webcast anchor needs at least one year's growth, and two years' preparation period will take fourth years to enter a fast growing period. This is a long process.

Taobao's general manager of content business department, Sina, told Sina technology that "what you see is just four or five hours of live broadcast, but what is invisible is the selection of products behind the back, the supply chain and the customer service."

Conclusion:

In 2019, more than half of them had not appeared too many new "Li Jiaqi" in the live broadcast area, but the "rivers and lakes" of Li Jiaqi were being replicated quickly.

Jingdong, mogujie.com, vip.com, jumei.com, NetEase koala, suning.com and other influx, the direct seeding electricity supplier's battle has just begun.

This is a time of opportunity everywhere, but we need to dig together.