The first good news of this year's double 1 1 started from Taobao Live Room. 101On the evening of October 20th, two super anchors, Victoria and Li Jiaqi, created nearly 20 billion GMV, and netizens couldn't help teasing: "I was dizzy after seeing the sales of Victoria and Li Jiaqi."
Looking forward to creating another myth in Taobao live broadcast room. 10 10 On the evening of 20th, Li Jiaqi and Viya contracted most of the hot searches in Weibo, and both of them have reached the level of national discussion and carnival.
Taobao anchor sales ranking shows that the sales of live broadcast rooms in Li Jiaqi reached 65.438+0.0653 billion yuan, the sales of live broadcast rooms in Weiya reached 8.252 billion yuan, and Li Jiaqi scored double 65.438+0.65438+0 with the advantage of 2 billion yuan.
Nowadays, Tmall Double 1 1 which has gone through 12 years has evolved from a simple singles day to a large-scale media activity, which not only reflects the consumption habits of a generation, but also reflects the iteration and change of the brand.
Time Finance found that during the preheating period, the competition for flow became more and more fierce. Since September, anchors have launched fancy marketing to obtain traffic passwords; In addition, it can be seen from the hottest items of the night that the turnover of domestic brands has increased, and the domestic new consumer track has run out of the winner.
Aside from the overwhelming raiders circulating on social platforms, this year, Li Jiaqi and Via compiled the luxury raiders documents respectively, leaving the initiative to themselves.
Li Jiaqi Open Edition covers Excel of 439 products, and * * * has created sheet of 16, covering navigation, linking together, live broadcast sequence after 8 o'clock, general strategy and product strategy, which is extremely complicated and subtle and can be updated in real time.
Viya's strategy is simpler and more straightforward, and it can be divided into three categories: general director, direct shooting at eight o'clock in the evening and link at eight o'clock in the evening. At the same time, the document highlights the categories that must buy explosions.
Viya Surprise Club also upgraded a small program tool, where users can select products to "add to the list" and calculate how much money can be saved under the preferential mechanism of live broadcast.
Raiders is only a part of the pre-sale prelude of double 1 1. In a month's time, Li Jiaqi released a series of plans of "All Girls' Discount" in Weibo, showing Li Jiaqi's bargaining and game with several brand teams in the form of video.
Ten days before the official pre-sale, Li Jiaqi also opened a "Beauty Class" in the live broadcast room, constantly amplifying its own advantages and defining the selling points and applicable skin types of hundreds of skin care and beauty products.
Viya launched "Double 1 1 Pay the bill", which is divided into 12 videos according to ingredients, packaging, sensitive skin explosion and hard currency. , for the double 1 1 products.
65438+1The first battle was broadcast live on October 20th, and both Li Jiaqi and Viya lasted for more than 12 hours. However, due to the huge volume of participating brands, the original fast-talking anchor introduced products almost twice as fast.
According to media statistics, from 4 pm to 8 pm, Viya explained 34 1 product in 4 hours, and passed a product in an average of 42 seconds; Li Jiaqi explained 252 products in 4 hours, and explained 1 product in an average of 57 seconds. However, judging from the results of that night, Li Jiaqi's pre-marketing preheating was not in vain, and the first battle of live broadcast sales was successful.
"The live broadcast room is also involved, and the complexity of this year is comparable to that of the college entrance examination." Min Min is a frequent visitor to Taobao Live Room. On the first day of the pre-sale, she contributed 6.5438+0 million yuan in transaction volume. Jumping back and forth between the two live broadcasts is the "depositor" double 1 1 gesture.
Min Min admits that he prefers Li Jiaqi's live broadcast style. "The live broadcast room in Li Jiaqi can be regarded as background music and variety shows. The product introduction in the Viya live room is a bit confusing, and it will increase the waiting time if it is out of order. "