How Many Stops Does Li Jiaqi Have From Estee Lauder In China?

Weiya is doing MCN and extending the supply chain. Luo Yonghao wants to be the anchor school. Where does Li Jiaqi go next?

On May 10, qixinbao showed that Shanghai Renren suona Management Consulting Co., Ltd. and Shanghai Qicai Management Consulting Co., Ltd. invested by Li Jiaqi were successively established. According to the information of shareholders, the majority shareholder of the two companies is Li Jiaqi, with 99% of the shares held. He is the ultimate beneficiary and the suspected actual controller.

The registered capital of the two companies is 10 million yuan, and their business scope covers advertising design, e-commerce (not allowed to engage in value-added telecommunications and financial services), cosmetics sales, import and export of goods, etc. This is in line with the image of Li Jiaqi's domestic brand "incubator accelerator". On many occasions this year, he talked about the in-depth empowerment of domestic cosmetics. In addition to the live broadcast with goods, he will also deeply participate in the product development process.

At the same time, Li Jiaqi has never forgotten his brand dream. He said that there may not be a group as famous as Estee Lauder group and L'Oreal Group in China. If there is a chance in the future, he will spare more energy and time to try to be a "lijiaqi group" that can be combined online and offline.

Product manager Li Jiaqi

"I have a lot of data in my head that Alibaba may want, something they don't have." Li Jiaqi said that the most important thing to do in 2020 is to empower domestic brands.

The cooperation between huaxizi and Li Jiaqi is a typical case. Li Jiaqi will give opinions on huaxizi's new products from the perspectives of packaging, texture and color“ A domestic product should first move me, then it may move consumers. What I value is what kind of confidence the brand can give me, so that when I give you traffic, I can take it. "

Under the recommendation of Li Jiaqi, huaxizi powder, which is the most frequently seen in its live room, has become a popular item. On the day of "double 11" in 2019, a record of 700000 boxes will be sold in a single day. In 2020, the turnover of huaxizi tmall flagship store will exceed 470 million yuan, ranking the second in the beauty category.

"I'm not a very powerful person either. I just feed back to the brand the voice and opinions of consumers collected from the barrage every day after live broadcast." Li Jiaqi mentioned that in the 5g era, he now relies on his own brain power and tmall database (cooperation), analyzes the data of each group and age stage in the search for the things they want to buy every day, and then selects and scores them according to the judgment.

According to Wei Yinghui, the person in charge of live broadcast of one e-commerce in the United States, the live 2.0 mode is that the anchor becomes the product manager, jointly develops products and creates live content. The further live 3.0 mode is that the anchor and his professional team become the big product manager, and reverse customize new categories based on crowd analysis and user demand. Li Jiaqi has become the national brand "off the staff product manager.".

However, behind the booming domestic products, there are also hidden worries - the brand's own hematopoietic capacity is insufficient, whether there are products recommended by Li Jiaqi or not varies greatly, and the monthly sales volume of some undeclared huaxizi products only hovers around 1000 orders. Huaxizi and Li Jiaqi are not pure upstream and downstream relations, but it is obvious that the flow that Li Jiaqi brings to huaxizi has not been precipitated.

At the same time, high marketing costs will squeeze the survival space of the brand. In an interview with the 21st century economic report reporter, employees of MCN agency said, "some domestic brands give a high proportion of shares to squeeze into the live broadcasting room of big anchors, with as high as 45%, and even they just want to earn capital."

According to industry insiders, huaxizi and Li Jiaqi's cooperation mode is more deeply bound, and the profit sharing is far higher than the general partnership. For this reason, "huaxizi doesn't want to work for Li Jiaqi" is also rampant recently.

Standing at the crossroads

There is no doubt that Li Jiaqi is already familiar with the recommendation of new brands, or the co creation of popular models, and the live broadcast of various contents.

"The innovation of our live content is based on empathy. I hope I can accompany each other like our friends." Li Jiaqi explained. His identity setting is more like a good friend of all the girls. He evaluates skin care, color makeup and other consumer products with rich female color from a professional perspective.

With this layer of trust, Li Jiaqi is not only a resource but also a constraint. Every step of Li Jiaqi's change is cautious. He once revealed at the 2021 Boao Forum for Asia that he had the idea of creating his own beauty brand in the past two years, but he is not ready for it.

In fact, China's strong manufacturing industry has made it easier to create new brands. According to Dai Yusen, partner of Zhenge fund, China has a perfect supply chain and is returning to China. As long as entrepreneurs want to make good products, it is possible.

However, the pace of Li Jiaqi's brand road has not moved. According to the above analysis, once a private brand is established, it will form a competitive relationship with the cooperative brand of the live broadcast room, and the live broadcast will be greatly affected. On the other hand, the uncertainty of the new brand also makes the risk doubled. Whether the profit growth figure of the road of self built brand can be balanced with the decline of the existing main profit live broadcast with goods after the impact is the pros and cons of one.

Flow is not often in, the audience's attention is limited and changes very fast, and Li Jiaqi himself is also aware of this“ I always believe in one word, Li Jiaqi will lose his voice one day if he talks again, and I will disappear immediately one day if I get angry again. But what doesn't disappear and always talks is your product itself. " Even Li Jiaqi is also facing the dilemma of success and transformation.

?