Li Jiaqi VS Wei Ya, Who Won The "Double 11"?

96 seconds.

This is the time when Taobao's "double 11" sales volume exceeded 10 billion this year. Last year, the figure was 125 seconds.

After 0 o'clock in November 11th, Wei Ya and Li Jiaqi tacitly suspended the new car, so that everyone could leave the studio to empty the shopping cart.

5 minutes and 25 seconds, Taobao announced that the turnover exceeded 30 billion, almost half of last year's (9 minutes and 05 seconds). At the same time, Wei Ya and Li Jiaqi continue to introduce the next item in detail. On their list, the merchandise after zero is the heaviest.

For consumers, the "double 11" is a woolly shopping carnival, and this is a day full of gunpowder for Taobao anchors headed by Li Jiaqi and Wei Ya.

The popularity of the major social platforms, the direct push of Taobao's official home page, and the rumors from friends and family, even those who do not watch Taobao live broadcast, it is hard not to notice this group in the "double 11".

Taobao anchor, represented by Wei Ya and Li Jiaqi, is redefining electricity providers and new retailers. Not only "double 11", but every live broadcast on weekdays, there are countless goods and wealth rushing to their live rooms, completing hundreds of millions of transactions on a small cell phone screen.

　　 Preheat

On the evening of November 9th, 22:30.

After 3.5 hours of live broadcast, Li Jiaqi finally completed the sales task of the day. At this time, Li Jiaqi's eyes were congested, and he had to take out aerosol inhalation from time to time, but he always maintained high spirits: "all girls, tomorrow night zero and double eleven night things will come!"

Among the 59 items he predicted, nearly 50 were related to makeup and skin care. There were also tens of thousands of mattresses, soya bean milk machines and drill tables, and Li Jiaqi even raised one foot. The slippers on his feet were also one of the commodities for second days. Most goods are half as good as the positive price, and the cheapest is 74% off.

The number of goods and the price is low, so that the studio and the major social platforms have been exploded. Li Jiaqi announced the hot search and fans who had already spent a lot of money during the warm-up. He reluctantly brushed in the studio: "let me go, Li Jiaqi."

17 hours later, on the afternoon of November 10th, at 15:30.

Victoria started the live broadcast early, from 10 to 11. She had six live broadcast, three games a day.

She has released the "double 11" zero purchase list in micro-blog and public address. Among them, the hundred antelope suit, L'OREAL black essence and Lancome small black bottle appeared in the notice of Li Jiaqi the day before, and the goods and prices on both sides were the same. Another commodity, even the same brand, will vary in terms of specific goods so as not to crash.

Since Li Jiaqi was furious when the price of goods in the live room was higher than that of Wei Ya, both sides deliberately avoided duplication of goods. After all, price is the first competitive power for Taobao anchors.

This is the first positive confrontation after the two live broadcast of Taobao live. The war started from October 21st, that is, the first day of the "double 11" pre-sale activities, which has been burning to the day of "double 11".

During the live broadcast of the night before the opening of the pre-sale, more than 30 million people watched the live broadcast between Wei Ya and Li Jiaqi, leaving the other anchor far behind. Sydney, Zhang Dayi and Zhang Mofan in 3-5 place are the head anchors of Taobao, but the heat is less than 1/10 of Wei Ya and Li Jiaqi.

During the twenty nights between you and me, both of you and Li Jiaqi's live rooms are very busy.

In October 26th, Li Jiaqi's live broadcast room, R1SE captain Zhou Zhennan listened to Li Jiaqi's introduction of the finished products, and asked with a puzzled expression: "you just read so much, where are the words from?"

In November 5th, Wei Ya's live room, ten thousand men's facial cleanser sold out in 20 seconds. Olympic champion Sun Yang silently sighed, "I didn't know that selling things online was so fast."

During the "double 11" period, Li Jiaqi became a frequent visitor to micro-blog's hot search list. Under the external traffic effect, his studio has also ushered in a large number of new powder. This is the first time many people know that the lipstick was not only lipstick.

And viya's Live Room ushered in a special guest. In November 6th, Kim Kardashian and wiya sold her 15000 bottles of perfume for her own brand. One is Taobao's merchandise anchor, one is American fashion celebrities, few people will connect them, Taobao has broken the wall.

After 20 days of tug of war, Li Jiaqi and Wei Ya's "double 11" battle finally sounded the final horn.

　　 be more competitive

On the evening of November 10th, at 7, Li Jiaqi entered the studio. Almost simultaneously, Wei Ya opened the live broadcast.

This is a war of time. The number of coupons in a brand shop went wrong. Li Jiaqi didn't go to the boss to change as usual. Instead, he jumped directly to the next item: "I don't want anyone to be wrong tonight, I don't care about them."

This is also a financial battle. One night, via iPad, Jay Chou collected 111 thousand and 100 cash, a large number of iPad, iphone11, lipstick, perfume, skin care suits, tickets for the concert and luxury leather bags.

More importantly, it is a war of goods and prices.

In Li Jiaqi's studio, 90% are cosmetic products and skin care products. Many goods can enjoy the exclusive privilege of live rooms on the basis of the original "double 11" discount. Under Li Jiaqi's command, "all girls" can take away tens of thousands of stocks, of which YSL lipstick sold nearly thirty thousand.

Today, cosmetics and skin care products are still the main hits of Li Jiaqi's live broadcast, and lipstick is still his signature product. At the same time, more and more businesses take a fancy to Li Jiaqi's strong ability to carry goods, bringing richer products to his studio.

For Li Jiaqi, this widening may not be a good thing.

In the live broadcast of October 23rd, Li Jiaqi demonstrated the nonstick cooker "dump" on the spot, and Zhao Yuanyuan attributed it to the "sticky pot" belonging to Li Jiaqi's "knowledge blind spot". Fans also found that Li Jiaqi's performance in daily articles is obviously inferior to that in cosmetics: "maybe it's because he doesn't know about those things, and sometimes he doesn't seem enthusiastic."

Starting from makeup and skin care, the special status of male anchors helped Li Jiaqi complete his early fans accumulation. However, this threshold also limits Li Jiaqi's user scope to some extent. Most of the users go to Li Jiaqi's live room when they go to skin care products and cosmetics. Naturally, it is difficult for them to become interested in daily groceries.

However, this is not a problem for Wei Ya.

In the broadcast room of Wei Ya, she is handy at any type and any price. The luxurious fur, lady's cream, digital products, snacks, snacks, daily chemicals, and daily energy can be sold out after her countdown.

Unlike Li Jiaqi, a young audience, both regular and poor Township cooperative sales activities, and more intimate and daily choice of goods, as well as close ties with Taobao officials, can help Wei Ya's studio to get more, wider and more user groups.

In order to comply with these users' preferences, the products chosen by Wei Ya are more "grounded". Even in the eyes of many people, they call it "the grocery store". On this day, the grocery store sold toilet covers, elderly shoes, Pizza Hut electronic tickets and weekly black duck duck neck, and also sold SKII, La Mer, Chanel and Burberry.

After hundreds of products and 5 hours of live broadcast, the anchor and audience jointly welcomed the zero point of November 11th.

People scrambled to empty the shopping cart, and 544 thousand orders per second poured into Taobao's servers, and the battle of the anchors went hot.

　　 shunt

November 11th, 0 points.

For consumers, this is the time to settle the shopping list; for brands and anchors, this is the biggest opportunity for Taobao traffic. Li Jiaqi and Wei Ya have left L'OREAL, snowflake, Estee Lauder and other big brands of skin care products in this time frame.

At this time, the viewing time of Wei Ya's live broadcast has been 5 million more than Li Jiaqi's, and the gap is getting bigger and bigger. While on micro-blog, Li Jiaqi's name hangs ten before the hot search, while Wei Ya is hovering around 20.

This is also the normal form of Li Jiaqi and Vya on weekdays: in the list of internal traffic, Vic is well deserved Taobao's first anchor; but on the social platform outside the station, Li Jiaqi's popularity and road popularity are far higher than that of Vic.

For Wei, the anchors seem to be logical.

At the beginning of May 2016, the live broadcast of Taobao was officially launched. With the help of a senior girl, Wei Ya became the first anchor under the official invitation. For a long time, viya was the leader in her profession.

Now, Wei Ya has won the annual TOP anchor in the Taobao live broadcast for three years in a row, enjoying the reputation of the first anchor of Taobao live, the "treasure of the country" and "the recommender of the global good things".

This is Wei Ya's fourth "double 11". In November 11th of last year, Victoria ran a total of 15 hours of live broadcast. The turnover reached 267 million yuan within two hours after zero hour, and the turnover was 300 million over the whole day. It was far ahead of all Taobao anchors.

In just a year, the number of fans has increased from 3 million to 9 million, and the contribution and value of live broadcast in the whole Taobao ecosystem has doubled. In 2018, the sales volume of Wei Ya reached 2 billion 700 million, and on the first day of the "double 11" pre-sale this year, the total value of the products sold by Wei Ya is expected to reach 1 billion.

Even now, though the number of fans is not as good as that of Li Jiaqi, the influence of Wei Ya is far from that of Li Jiaqi. Taking the double 11 preheating period as an example, the average viewing time of Victoria's live broadcast is over 10 million, while Li Jiaqi is around 800-1000.

Even so, Wei Ya also joked that he was not red: "when it comes to live broadcasting, maybe more people know about Li Jiaqi, and no one knows about her."

If Wei Ya is the "image ambassador" hatched by Taobao official, then Li Jiaqi is the "wild net red" of the whole platform development.

At the end of 2017, Li Jiaqi released his first vibrato. In the rendering of the symbolic slogans such as "Oh my God", "all girls" and "buy it", the jitter became Li Jiaqi's home. Up to now, Li Jiaqi has more than 34 million fans, and has gained more than 200 million points. In July 2018, Li Jiaqi also registered Xiao Hong's book. At present, fans are over 7 million.

With the special identity of "the male anchors like lipstick", Li Jiaqi completed the accumulation of fans on the external platform, and guided the flow to Taobao live. Curious crowds of people crowded into his studio to see how much lipstick he could put on this beautiful evening blogger.

Since 2018, Li Jiaqi has counted fans from less than million to tens of millions, and became the most popular anchor in Taobao on September 25, 2019.

In a poll prepared by the hedgehog commune for the new content Explorer conference at the end of the year, Li Jiaqi and Wei Ya were nominated for the "new year content Explorer" nomination. In nearly 300 journalists of science and technology entertainment field, Li Jiaqi received nearly half of the voters' popularity, with the votes being three times that of Wei Ya.

Li Jiaqi's utilization of external traffic has not only realized his counterattack on fans, but also promoted the development of Taobao's live broadcast. Even in a special interview with 36Kr, he said, "actually, I want to thank Jiaqi (and my competition) that he really brings a lot of traffic to Taobao live. Li Jiaqi's exit is really good for me. "

01 hours, 03 minutes and 59 seconds after zero, Taobao announced that the "double 11" turnover exceeded 100 billion, 40 times faster than last year.

That night, Wei Ya broadcast live for nearly 8 hours, hoarse, she told the audience do not feel that she worked hard: "this is my work, I also want to make money."

　　 Victory or defeat

Next to the broadcast room between Wei Ya and Li Jiaqi, Li Xiang, the former Hunan satellite TV hostess, is also working hard to broadcast live.

When Wei Ya watched more than 30 million people, Li Xiang's studio only had 2 million. Compared to Li Jiaqi and Li Xiang, the atmosphere of the live room is even more relaxed. Even the remaining stock can be counted in one digit.

The celebrity effect is useless in the battlefields Taobao live on - the stars who go to war do not sell the anchor, but the stars who do not fight are also willing to serve as a foil next to the anchor.

Zhao Yuanyuan, the head of Taobao's live broadcast, wrote in his public address: "when a brand chooses a star, it basically chooses the traffic he knows." And when a star calls on his fans to pay attention to and purchase a product, it is what we often call "traffic realisation".

In the past, this choice usually took place between brands and stars: printing star photos on commodity packages, putting up Shanghai newspapers in public places such as elevators, buses and subway stations, and buying advertisements on TV stations and major websites.

In this era, the boundaries of celebrities have been weakened. Net red and anchors are both "flow" and "cash star", even larger than traditional stars.

Zhao Yuanyuan explains why "Taobao has been developing so fast in the past two years": "when consumers walk around Taobao, from" dialogue between goods and people ", it becomes a dialogue between people.

This is an interesting transformation. When Taobao was born in 2003, the logic behind it was to simplify the offline shopping process, especially the communication steps between buyers and sellers, so that consumers could buy goods directly from the virtual shop. Today, the relationship between people and goods has once again returned to the relationship between people.

The live broadcast of Taobao has set up a virtual shopping scene, bringing the shouting sound that was once heard in the narrow market to the real-time interactive live room.

Rather than letting potential users obtain promotional information from the store homepage randomly and sporadically, it is better to concentrate all their shopping energy and desires on the live broadcast for several hours. Every live broadcast is like an organized and disciplined flea market. The role of Taobao anchors is the role of the host, who is responsible for the distribution of goods and transactions, while buyers can only listen to the instructions of the anchor.

One item is sold out and the other is on the shelves.

Especially for fans of Li Jiaqi and verya, they don't even have to think about whether the price is fair or not. In front of these two biggest top anchors, "the lowest price of the whole network" has almost become the standard of all goods.

In 2009, Taobao launched the "double 11" promotion for the first time, with only 27 brands participating in the event, with a total sales of only 50 million. Ten years later, the online promotion of Taobao / Tmall mall has become a national shopping carnival. It is only a year's sales volume of a Taobao store that only one of Li Jiaqi and Tmall can carry.

At 3 in the morning of November 11th, the viewing time of Wei Ya's live broadcast was fixed at 43 million 100 thousand, while Li Jia Qi, who had been broadcasting an hour earlier, was frozen at 36 million 800 thousand. Double eleven is not yet over, and Li Jiaqi reminds us that it will continue broadcasting at 1 p.m., and that there will be 18 o'clock in the live room.

In the future, the war between Wei Ya and Li Jiaqi will continue.

In any case, Wei Ya once again proved his "first anchor" of the majesty, Li Jiaqi earned a good impression of passers-by. Businesses are making full profits in the capacity of the anchor to deliver goods; Taobao's "double 11" sales volume is expected to reach a new high this year, and consumers are enjoying the unprecedented price of the Olympic Games.

No one has lost.