Li Jiaqi'S "Double Plate Li Jiaqi": To See Unlimited Possibilities, We Need To Know Progress And Retreat.

Zweig said that the greatest fortune in a person's life is his own mission when he is in the prime of life.

In November 17th, Li Jiaqi, the beauty blogger of the recent "constant storm", "re opened" his growth history in his first speech: a person is more fortunate when he finds his mission and meets the draught.

As one of Taobao's most capable anchors, Li Jiaqi has 12 million fans in Taobao live. Every evening party has more than five million people entering his live room, breaking one after another sales record. His shaking fans are close to 35 million, plus micro-blog and Xiaohong, and so on. At the age of 27, he has more than 70 million fans.

Three years of rocket growth brought Li Jiaqi fame and fortune, overturned, false propaganda and other negative public feelings and trust crisis followed. After scrambled eggs, the whole team became nervous because of the negative search. Duplicate the daily live broadcast, duplicate the pit which has stepped in three years.

In order to make the "Li Jiaqi" super IP go further, Li Jiaqi and his team are "re playing Li Jiaqi" every day: they recognize their boundaries and limitless possibilities.

"I am a master who does not write scripts. Everything is personal experience."

In November 16th, Li Jiaqi's first live Taobao broadcast, which was suspended for 4 days after the double eleven, only selected 9 products, and the number was less than half the recommended quantity. A total of about five million people entered the live broadcast room. Fans were already asking about two dozen of the products, and one of the fans issued a barrage in live broadcast: "I dare not buy it, then I want to get a divorce."

At 7 pm on November 16th, the Beijing News reporter came to the studio of Li Jiaqi's home. This is a simple duplex apartment, living upstairs, downstairs. In the corner of his slightly crowded live room door, there are still many "non stick pots". A staff member told the Beijing News reporter, this is the live stick stick after "rollover" left behind.

At 7:30 in the evening, the live equipment and central control were debugged. Besides the frequently asked little assistant Fu Peng, there are also several staff members who will broadcast live with him every night: an assistant controls the central console and equipment, and another assistant Kang Kang is ready for the lipstick color to be broadcast tonight. The background of the living room transformation is his red wall. The lipstick in his family only costs more than 1 million 300 thousand, enough to buy a house in two or three line cities.

Li Jiaqi took a glass of ice water floating on the ice and traveled to the live workstation and the team to discuss details. At 7:54 in the evening, there was a smell of rice in the studio, and the staff and Li Jiaqi's family began to have dinner. For Li Jiaqi, who gets up at 1 every afternoon, this is the second meal of his day. The other half of the table is the "workbench", and the company executives are discussing the first speech to be made on the second day.

At 8:10 in the evening, Li Jiaqi sat in front of the camera and began to prepare for the live broadcast. After the live broadcast, Li Jiaqi in front of the camera entered the excitement from a quiet second. In front of the mobile phone display barrage, the left and right sides are circular live lights and desktop beauty mirror. During the live broadcast, we should "see the road and see six ways" to check the fans' feedback, order quantity, quantity and inventory. In the lipstick test, Li Jiaqi skillfully displayed lipstick in front of the camera, while assistant assistant Fu Peng used the mobile phone to play the lipstick.

When fans asked about a mask, the assistant Qing Qing merchants who were sitting outside the live lens decided to stock the situation and returned it to the live Li Jiaqi. "It's really out of stock. There are too many double eleven sales. Now they can't even produce boxes."

At 8:35 in the evening, assistant Qing Qing sent Li Jiaqi a cup of warm water, which was the third glass of water he had been drinking for 20 minutes.

After "double eleven", on the one hand, the selection is more prudent. On the other hand, the big promotion has just passed. The number of products recommended will be less. At ordinary times, 15-20 products will be recommended at every party, and the number will be less than half of the other hosts. Li Jiaqi, COO Zheng Ming, a beautiful wrist company, sighed, "every day such a high intensity live broadcast is not something anyone can do." Around Li Jiaqi, the company has transformed itself into a well-known IP operator.

Live around 1 o'clock in the morning, start the meeting again, have dinner, wash at 3, and go to bed at 4.

In Li Jiaqi's home, there is also a "skin care wall" (shelf), which will be changed in about 15 days. All of these things will be tried by Li Jiaqi, preparing for sharing experience in live broadcast. "I am a master who does not write script. Everything is my personal experience. After I really understand it, I can say it."

"Live in hot search" for a month, identify the "goods carrying boundary" through live broadcast.

The creative office area rebuilt in a factory in Putuo District, Shanghai, is the office of Li Jiaqi team. Every day, Li Jiaqi will come here to confirm the products and details of the live broadcast with colleagues from various departments.

On the courier stand on both sides of the entrance of the company, there are some disassembled items. The Beijing News reporter saw snacks such as lotus root powder and other kinds of daily necessities such as paper towels. The staff said, "these are all the trial products sent by the manufacturers, and some of them will enter the selection. About 95% of the products will be eliminated.

Even if the rate is less than 5%, the commodities that are out of question in the live broadcast will be thrown into the "ready for war" situation. "Li Jiaqi double eleven list", "Li Jiaqi finally overturned", "Li Jiaqi did not dare to rest"... Li Jiaqi has been on numerous hot searches in these two weeks. A staff member told the Beijing News reporter, even friends who worked in micro-blog came to ask, who do you want to buy?

On the evening of November 16th, Li Jiaqi sold the air together with the stars on a national variety show.

Li Jiaqi is a man who is "hot in search". He is also a man sitting on the draught. The draught brings fame and gain, and brings more attention and risk of making mistakes.

Tmall data show that the outbreak of Taobao live broadcast, so that more than 50% of the businesses have received new growth through live broadcast. However, there are also "net red" with goods frequently "rollover", false propaganda, poor quality and so on become a new hidden danger.

During the regular press conference, the spokesman of the Ministry of Commerce, the spokesman for the Ministry of Commerce, called the "live broadcast with goods", which can help consumers improve their consumption experience and open up sales for many products with guaranteed quality and service guarantee, but webcast must comply with relevant laws and regulations.

In order to find problems and solve them in the fast-paced live broadcast process, the most important work after Li Jiaqi's live broadcast is to reply the live broadcast. This is seen as a self correction of the Li Jiaqi team.

"If you have any problems with the product, you can avoid using it later." In order to prove the rigour of the process, Li Jiaqi introduced in detail the process of a commodity from the selection of products to the studio.

Even so, there are many cognitive and operational blind spots. For example, fried eggs and selling hairy crabs are not what Li Jiaqi is good at.

"The first reaction is to find the cause." Us wrist COO Zheng Ming said, in order to find out the reason, we used the pot at that time, bought the same kind of pot, tried and fried more than 50 eggs, only to find that there was no reason to read the instructions.

With the "bitter experience" of kitchenware and fresh food, Li Jiaqi, the founder and CEO of the US wrist, recognized the "cargo carrying boundary" of the company. After experiencing some disturbances, he could become more aware of himself. "There are some categories of products, fresh fruits and fruits which are really not suitable for Jiaqi. Finding problems is a good thing. Let's see where our boundaries are. "

Once I was scolded, I slept in the storm.

"At the beginning of the live broadcast, I heard worse words, for example, why are there so spicy eyed people dying?" In November 17th, Li Jiaqi said in his first speech that he had "grown up" in his first speech. When he first acted as anchor, he also had some difficult experiences: no one was watching and being scolded.

"All I want to say, I have only 5 minutes. I am a person without worries. " Li Jiaqi said frankly, "a small number of people may never like you. We need not push ourselves to negative energy."

The whole company was in a state of tension during the live broadcast, but Li Jiaqi said he was "eating, sleeping" and sleeping and eating life was normal.

"Oh my God! Buy it!" magic and brainwash quotations are Li Jiaqi's unique language symbols. But unlike the excitement in live broadcast, Li Jiaqi, quiet outside the live broadcast, is not as quiet as Li Jiaqi.

In the office, he will shuttle to every row of seats that are tightly discharged, and he will work with colleagues to solve all kinds of matters and details. In order to make his voice repair time, he will speak softly in everyday speech.

Nearly 100 people in the US wrist company are working on Li Jiaqi's super IP, and more than 30 colleagues are working directly in Li Jiaqi's studio.

In 2018, it was Li Jiaqi's busiest year, 365 days a year, and 389 live broadcast. Every day was a tight string. When he stopped, he was worried about being forgotten. Every day, more than five hours of live and live broadcast eight or nine hours of preparation and reopening, continuous high intensity work, Li Jia Qi has rhinitis, asthma and other diseases. Whether it is live broadcast or after broadcast, a cup of fat sea is always on hand, and the palm of the hand is always holding a lip balm. When you live, you often need to wipe your nose with a tissue to ease your discomfort.

On the kitchen windowsill of Li Jiaqi's house, two barrels of protein powder caused the attention of the Beijing News reporters. The seven uncle said, "before Jiaqi was too much, the pressure was too high to reach 100 catties. We found him a fitness instructor and nutritionist, and every week he rolled the iron in the gym downstairs. Now it has increased 20 kilograms of weight, and the body is also stronger. "

Seven uncle told the Beijing News reporter, such a life, Li Jiaqi has been two years, every day so day and night upside down. He was in Shanghai, but his life was completely in another time zone. So when he was in Europe, he was very used to the local time and did not have to jet lag.

Unlike the whole year of 2018, the Li Jiaqi team slowed down this year, forcing the rest to become one of Li Jiaqi's essential tasks. Every Friday is Li Jiaqi's regular rest day. Spend time with your family and improve your ability to stay outside cosmetics.

Li Jiaqi's pet phrase is "my mother". His mother's mantra is: "no win!" (Hunan dialect, time is too late).

Li Jiaqi's mother made a special trip from Hunan to Shanghai to take care of Li Jiaqi's food and drink. When the time was close to the live broadcast, the meal was not ready yet. She murmured, "no way to win! The live broadcast is about to start, and Jiaqi is too late to eat."

I believe the company "painted cake", from offline BA to online super net red.

Before the Taobao live broadcast, Li Jiaqi, born in 1992, is an ordinary BA (Beauty Consultant), that is, the sale of cosmetics counters, familiar with cosmetics and also loves sharing.

"My mother! His family's new products are also very useful." when Li Jiaqi was still working in the cosmetics counters in Nanchang, he was a person who loved sharing. Every day, he travels through the major brand counters of the shopping malls to see what new products are on each household. He also shares his favorite snacks and daily necessities to his friends.

In a short span of three years, he turned into a red star in the live broadcast business of the electricity supplier. He sat on the rocket and stepped on the outlet of the live broadcast of the electricity supplier. In Li Jiaqi's view, the turning point appeared in 2016, the online "man to man" shopping mode appeared.

"At first, Li Jiaqi wasn't the best. We chose 7 boys to build an online BA plan." Jia Qi is one of them. Li Jiaqi's boss, "seven uncle", said, "but we only have cake that Li Jiaqi believed. He insisted on coming to the end. Of course he is lucky, but all this is not achieved only by luck.

Li Jiaqi has an advantage. Li Jiaqi is a very empathic person in the sales stage of offline sales.

"Li Jiaqi played a parachute trip abroad. When he described it to me, I felt like I jumped myself." Li Jiaqi's colleagues told the Beijing News reporter, "and I have a fear of heights, but after his description, I even look forward to it."

In the period of online BA, Li Jiaqi found that customers sometimes were reluctant to use the lipstick which had been painted by many people. In order to test the customers, he would put lipstick on his lips. "You see, I am a guy who looks so good. You are a girl. You will be better looking!"

The experience and experience of line BA and make-up artist were brought to the live room by Li Jiaqi. The daily live test of 1-3 brands of lipstick has also become his live broadcast column.

How to stand out from the 300 thousand e-commerce anchor and become an online super BA? Li Jiaqi analyzes it as "relying on professional skills, selling eloquence and face value", and "useful and interesting" is the key.

The magic quotation becomes Li Jiaqi's label. A netizen once suggested that Li Jiaqi's copywriting team must be paid well, but in fact, there was no script for Li Jiaqi's live broadcast.

In his live room, the Beijing News reporter only saw an introduction, discount and inventory of a live product on that night. When he was broadcast, he could blurt out three ingredients of a lipstick. He used the smell of the rain forest to describe perfume. He used "five carat diamonds" to describe the color of lipstick.

Wang Jia is a new powder of Li Jiaqi. Before she knew Li Jiaqi, she never put on makeup. But for the first time he saw Li Jiaqi's video, he bought 6 lipsticks. "You will be surprised that he can have ten thousand words to describe the color of lipstick, and I, as a girl, I can only say, ah, good red."

"Perfume advertisements do not tell you what perfume is, but why do you want to buy it when you read advertisements?" Li said in his speech that how to establish his unique image through language exploration is his usual accumulation and deliberate research: regard every commodity as a friend who needs me to tell its story.

"I use my mantra, as well as the language used in advertising and variety, to live in our live broadcast," Li said. "Every commodity tells the story to consumers. I want to talk about each product to girls with different personalities.

When many anchor companies define the underlying logic of the live broadcast of e-commerce as "new product + time limited minimum price", Li Jiaqi adds two things on this basis. He calls it "reason" and "sensibility": rationality is the real benefit, so that consumers can pay the bill; and sensibility is the trust and charm, making shopping a joy.

Unable to be copied and not wanted to be defined, Li Jiaqi refused to sing and act.

Many people began to wonder if this is the peak of Li Jiaqi. Like Papi sauce's Papitube, it has trained dozens of net red, and the last thing to remember is still Papi sauce. How to copy a head net red is a difficult problem for every MCN, and Li Jiaqi's importance to us wrist company is self-evident.

"Our team was previously a network of red MCN (multi-channel network) institutions, we initially hoped to copy this pattern, but later found that Li Jiaqi can not be copied." The seventh uncle of the US wrist founder said.

There are many contradictions in Li Jiaqi. In recent reports about Li Jiaqi, these contradictions are shown in the outside world: after the algorithm is created, we try to escape the definition of algorithm and become a person again. Dedication, affinity and grounding are all trying to prove to the public his creativity, thinking and value at a personal level as a living person. At the same time, he also increasingly does not want to be defined.

Recently, on the cover and attending the fashion week with stars, Li Jiaqi is working hard to break the cycle.

Throughout the 2019, the list of Li Jiaqi's co stars has been growing, and Wang Yuan has drawn circles together with Zhu Yilong to promote hand cream. Not only the list of stars is getting longer, but also the stars are well-known: Carina Lau, Xiao Si, Angelababy... In the short video, he played games with celebrities and introduced skin care products.

The latest star collaboration recommendation is to recommend lipstick together with Liu Tao. Liu Tao uses lipstick with three different colors to help Li Jiaqi wear lipstick. During the live broadcast, Li Jiaqi asked jokingly: "Tao eleven, if you make a willful purchase of something, what will you buy?" Liu Tao said, "I bought your company. Can I afford it?"

After the live broadcast, Liu Tao joked, "boss, won't you come and talk to me about the price?"

Even though he repeatedly said he did not want to be a star, whether it was the fashion cover of the famous photographer Chen man's operator or the Gucci show at the fashion week in Milan, Li Jiaqi's commercial value was not only brought with goods, but also he and his team are trying to break the cycle.

Li Jiaqi's colleagues told the Beijing News reporters a detail, in the Gucci show, because this year's hot star Xiao Zhan went, many "fans" in the back door blocking the war, did not expect to come out is "Li Jiaqi", but Li Jiaqi did not show shyness, but picked up the phone and fans to take a group photo together.

The huge flow makes everyone see the commercial value of Li Jiaqi, and the resources and needs of various spectrum and unreliable resources are numerous.

"Some people want to issue a single for him, and there are domestic idol dramas wanting to find Li Jiaqi's acting, and even the play of Male No.1. They really dare to think, but we dare not answer it." Li Jiaqi, director of the US Public Relations Bureau, said that because the overseas version of jitter is very popular in Thailand, many young people in Thailand and small vendors in the street know that Oh is "my God", and the resources of Thailand want to pack Li Jiaqi in Thailand market. "We have refused many resources, on the one hand, it is not suitable, on the other hand, they do not want to over consume him."

Although he has repeatedly stressed that he is not a star, when fans are in sympathy with him and touted him, he heartache him. He treated him like a top boy. He was even attracted by the "rice circle girl". Holding Li Jiaqi and holding up his career were like love beans. "He is a man who hit us with real gold and silver." "There's a rice ring," the girl said.

Partner Li Jiaqi's ambition: no one needs me after "no red".

"I am not a net red, nor a star." Li Jiaqi has a clear understanding of himself.

"My biggest value is to help a new brand achieve user accumulation from 0 to 1," Li Jiaqi said. For example, a new lipstick product takes a month to have 100 thousand sales volume, and reaches the historical weight needed for platform drainage, but Li Jiaqi can finish the same historical weight in one day or even 15 minutes in the live room, and speed up the listing process of new product marketing.

Li Jiaqi, who continues to make fine makeup, is still an all-around selling Li Jiaqi? Continues to make a beauty shop or a department store? It is a problem that Li Jiaqi and his team are facing.

Li Jiaqi slowed down her pace in 2019. In 2018, there were more than more than 380 live broadcaster and only more than 200 games in 2019. After undergoing a series of disturbances and doubts, she told the Beijing News reporters, "these storms bring some crises, but it can be understood that the direct seeding anchors should change from high speed development to high quality development. This is a must go through, no matter whether it is Jiaqi or the whole industry, it is a good thing."

Live net red, lipstick, the most lipstick people in the world, the devil in the eyes of "buy and buy" girls, the most popular anchors, Li Jiaqi has many identities, seven uncle thinks Li Jiaqi is a content exporter, Li Jiaqi thinks he is an entrepreneur now, he is already one of the partners in the wrist.

For the current mode of carrying goods, Li Jiaqi hopes to make the Costco of live broadcast by electronic commerce, keep improving.

For the future, Li Jiaqi also has more ideas: from line BA to a super line BA, now he plans to return to line, want to be a offline beauty shop.

"Why can't we bring our quality domestic products to the global market? Take the brand of China's new domestic goods out instead of just a net red brand, but become a world-renowned Chinese brand." In his speech, he revealed that there are three directions for development in the future: business should move from online to Online + offline; influence will extend from individual to brand; and customer group will move from domestic to international.

At present, in addition to live with goods, Li Jiaqi still owns two shops in Tmall, namely Li Jiaqi exclusive shop and Li Jiaqi overseas exclusive shop. Next, we may also explore a new mode of offline shop. "Over 35 years, we are tired of fast, maybe everyone wants to slow down, offline sales experience combined with online sales."

If one day, the turning point of "not red" appears, what will Li Jiaqi do? This is the most recent question Li Jiaqi has ever asked. He said, "I will give you a place where you can find me. If you still need me, you can find me, say hello to me, and maybe say," Li Jiaqi, we miss you very much. "