The Same Brand, Why Is Li Jiaqi Even More Carrying Goods Than Lee Now?

On the double 11 live broadcast pre-sale concessions, the top must be the cosmetics brand.

Consumers can get the most intuitive experience in Li Jiaqi's and Victoria's rounds of live presale battle. In the first morning of Tmall's double 11 pre-sale, Li Jiaqi began to promote the unique preferential discount rate in his own hand: "410 thousand 15ml Estee Lauder small brown bottles, buy one get one, and also send a custom scarf!" Viya also refused to be outdone. In the first live pre-sale, he sold a total of over 40 brand products. Almost every item was accompanied by the sales tag of "buy X to send X": "Elizabeth gold glue, Lancome facial cleanser buy one get one, hyaluronic acid buys one to send four, but also can draw a Chen's concert ticket".

For Li Jiaqi and Wei Ya, the sale of discounted goods is the standard of the live room, and also one of the secrets of the anchors being able to bring large quantities of goods. But for Estee Lauder and other brands, it is the first time to open hundreds of thousands of star products such as "buy one, send one" and so on.

The big brands have their own traffic volume, but the greatest strength offered by the anchor in the live pre-sale is a great addition to brand sales. Just for the first day of sale this year, Taobao's live guided sales grew by more than 15 times over the same period, and a total of 1.7 brands had cut a lot of leek through Taobao live broadcast.

The beauty products that the head anchors never lost are still very bright in this live broadcast. 7 brands such as Estee Lauder, Lancome, Shiseido, Olay and so on, have been sold for only 10 minutes, breaking through 100 million, and the performance of Estee Lauder, which was launched by Li Jiaqi and others, was the best, and the pre-sale 25 minute trading volume was nearly 500 million yuan, exceeding the turnover of the whole day on the pre-sale day of last year. During the Tmall double 11 pre-sale period, the beauty industry has repeatedly hit the record of live sales. The number of starting businesses has increased by more than 200% over the same period, and the number of live orders has increased by more than 50 times.

For brands, the "low price explosion" method is a compulsory course, but the old method can also be used. The day before the double 11 pre-sale, a number of brand officials announced a wave of traffic celebrity endorsements. For example, Estee Lauder has signed Li Xing and Xiao war two celebrities who are newly released this summer vacation. Li is now the spokesperson for Estee Lauder brand Asia Pacific skin care and cosmetics, and Xiao Zhan is the Estee Lauder brand Asia Pacific make-up and fragrance spokesperson. Estee Lauder can win the first prize of beauty sales, and celebrity endorsement also plays an important role.

However, unlike the live pre-sale, there are almost no price concessions on the products endorsed by celebrities, and some even have very high premiums. Many fans call it "stealing money". For example, the real fruit grain and Xiao war cooperation launched the small praise box, two cans of 4.8 yuan of white peach raspberry yogurt plus Shaw battle of a random voice, the price is as high as 114 yuan. Coca-Cola launched the Zhu Yilong limited pet powder gift box, only two cans of cola, but also used Zhu Yilong's signature photo and cheap peripheral products to sell a 129 yuan "sky high price". Other products endorsed by celebrities also keep their original prices and still get very high sales.

With the help of Tmall, Jingdong and other large e-commerce platforms, the brand is launching a new traffic realisation campaign: during the double eleven pre-sale period, one side uses live broadcasts to stimulate sales by using the popularity of the anchor and the live broadcast.

The sales volume of the brand live map, the anchor and the goods flow.

In the early days of the live broadcast of the electricity supplier, a lot of brands were very resistant to selling this way with live broadcast.

The brand has been pursuing the premium, it is difficult to accept the price cuts, especially the live broadcast is still very low price. For some products that are hard to make money, it is even more difficult. One of the top three men's brand executives from Tmall's double 11 sales has told the 36 krypton that it will not consider doing live coverage, because brands can't afford the pressure of low prices.

The sales stimulation and strong selling inventory function brought by live broadcast eventually reduced the brand.

On the first day of Tmall double 11 live pre-sale, Li Jiaqi's live broadcast of Estee Lauder's "small brown bottle eye cream" 410 thousand sets of "buy one get one" amount was robbed, equivalent to selling a bottle every 15 seconds. Estee Lauder official flagship store data show that up to now, the total number of "small brown bottle eye cream" is 467 thousand and 800. This means that Li Jiaqi can only take up 87% of the sales volume and become Estee Lauder's top hero in the double eleven beauty make-up list.

The top anchors such as Li Jiaqi and Wei Ya, who are at the peak of popularity, can help brands attract huge traffic, but various benefits and discounts are the key to making consumers make shopping decisions. Generally speaking, there is either a "director's exclusive coupon" or "an anchor's exclusive gift" in the live broadcast room. This is a consensus: the products purchased through live links must be more cost-effective than the official flagship stores. Many consumers will also list the specific preferential policies for each product when they are watching live presale.

Just in a live pre-sale, Li Jiaqi needs to introduce more than 60 SKU. In order to maximize the use of time, he often introduces product selling points, trial, announces discounts, quantity of gifts, and links to shelves, spike, append, spike and so on in 5 minutes. Among them, all kinds of concessions are his priorities and will be emphasized several times. Prior to the "2019 double and 11 investment policy" launched by the host of the network exposure, Wei Ya and its red broadcaster, it was explicitly requested that the important index of its examination and consideration of products is the product's discount and the number of gifts.

For Estee Lauder, Arden and other high-end beauty brands, providing a "buy one get one" quota for the anchor is already the preferential limit they can give, and the more parity the brand can give more preferential treatment in order to rush sales. Take Li Jiaqi as an example, in the live broadcast of 20 days, the L'OREAL "black essence" product broadcast by L'OREAL was converted to just 77% off, while Vichy's "89 essence" was only 72% off. In its live broadcast of 21 days, Maybelline air cushion products gave 68% off, OLAY super A alcohol eye cream gave 67% off discount.

According to industry practice, the import cosmetic brand will be stocked in advance for Tmall double eleven every eleven or 9 months a year. In the past, a large number of goods tended to be prepared for many goods, and it was difficult to sell all of them at last.

But this year, double eleven, the pre-sale results exceeded Estee Lauder's stock. Estee Lauder immediately convened a meeting to carry out the global cargo transfer, sending the small brown bottles from all over the world to China. Besides Estee Lauder, the import brands such as Givenchy and Guerlain have also opened the way of emergency stock.

Anchors joining the brand pre-sale war is based on traffic considerations. After all, for them, obtaining more traffic through the live pre-sale of the brand means that they have greater bargaining power over brands and businesses, and can get more concessions and discounts. Li Jiaqi and Victoria have been fighting for several times to get more favorable brand prices.

During the first week of pre-sale, Wei Ya sat on the top of the popular live broadcast. The number of live audience was almost ten million, and more than 30 million times were watched. Although Li Jiaqi was weaker than Wei in the number of viewers, he absorbed two times the first time in the first week, reaching 2 million 20 thousand.

And once the electricity supplier network red, with micro-blog as the main position of Zhang Da Yi and Sydney also launched a new round of battle in Taobao studio. In this year's double 11 pre-sale, Zhang Dayi and Sydney have made good results with Fan Bingbing, Lin and other stars. In the past month, the three live broadcast of Sydney has reached a turnover of 170 million.

A new trend is that brand businesses have opened their own live rooms while using their head anchors to sell goods. In the past, if the brand was to be broadcast live, it would often push the merchandise to the anchor, and broadcast the goods between the live broadcast of the anchor, and the flow was given to the anchor. Because of the flow of goods, nowadays, the brand opens its own live room, opens its own spokesperson or sales personnel, sells live products, makes more active and positive activities in doing live broadcasting, and has more power to speak in pricing.

Celebrity endorsement is a "local approach". It still works well under strong operation.

Although it can bring huge traffic volume and high sales volume, it is still not the most popular way for the brand to make a low price promotion through live broadcast. This is not only the pursuit of sales volume of brand, but also to maintain their tonality and positioning, in order to get a higher premium.

Therefore, celebrity endorsement is still a brand marketing strategy of ten minutes.

In order to advance the pre-sale war ahead, the major brands are on the eve of the pre-sale, and the new spokesmen are being promoted. Estee Lauder double eleven has signed Lee and Shaw two big top traffic, and Yuet wood's source also upgraded Wang Yibo's endorsement title on the day before double eleven. Swisse, the Australian health care brand, has also announced the flow of floret Di Ali Gerba as the brand spokesperson.

Even during the big promotion period, the celebrity endorsement products generally do not have a discount, but by matching the sales star signature photos, star peer dolls, raffle and other ways, in disguise to give fans only care about the preferential treatment.

Double 11 promotion is becoming the touchstone for testing star's commercial value, and is also a stage for stars to continue brand cooperation. All the fans are trying their best to prove the love of the beans.

With the support of fans, Ido's double 11 battle record is also brilliant. Estee Lauder Shaw battle endorsed a single chain lipstick product sales of 1 hours, breaking 40 million, and selling 130 thousand units. Even Li Jiaqi had exclaimed Shaw's ability to carry goods in the studio. Rui Xing's Luckin Cup "small Zan Cup" sold only 30 thousand of the first sale, and sold out in 3 minutes. Yuet wood source Wang Yibo endorsement products 1 hours sales exceeded 30 million. Wang Yibo's endorsement, the HFP essence of the live broadcast and pre-sale promotion, has sold more than 50 thousand copies in a live broadcast, with sales reaching 20 million.

In addition to taking a quick step in time, the brand also left more eyes to ensure that the stars carried the goods. At present, most brands employ traffic stars as spokesmen, and the contract period is shorter and shorter, from "annual throw" to "quarterly dumping" (sign a year and sign a quarter). The endorsement of title is also varied. The best friend, exploration hall and experience officer can only be upgraded to the brand branch line or the whole line spokesperson through the ability of carrying goods and testing the flow.

Before the official propaganda global spokesperson, Estee Lauder has made a year long research. Angelababy, Fan Bingbing and Yang Mi are the focus of observation. During this period, once the star has negative news or the traffic flow falls obviously, the brand will kick it out of the list of candidates. 36 krypton learned from a beauty industry practitioner that Estee Lauder chose Yang Mi instead of Fan Bingbing instead of purchasing power, but because Yang Mi's traffic was bigger and more realistic.

The first thing is to play the live broadcast and choose the endorsement one by one. During the big promotion period, the different brand marketing strategy is actually the price mechanism is playing a role, and the brand keeps a balance with the brand tonality and sales volume by means of more abundant marketing gameplay, so as to achieve double harvest.