Watch the Double 11 opening: major anchors compete with each other, and e-commerce platforms compete with low prices

The 15th "Double Eleven" shopping festival has arrived, and e-commerce live streaming anchors, led by Li Jiaqi, have shined in this carnival feast. This article reviews the performance of major e-commerce platforms and anchors, and analyzes the development trend of live streaming under the background of Double Eleven. It is recommended for students who are interested in e-commerce live streaming.

On Double Eleven, the fight started.

On the afternoon of October 24, on the eve of Taobao's Double Eleven, when Li Jiaqi was introducing the Double Eleven product mechanism in the live broadcast room, the news that JD.com's purchasing and sales staff publicly called on Li Jiaqi to ask brands to "choose one of two" was exposed and became a hot search. The reason was that JD.com received a letter from the lawyer of the Hai brand, complaining that JD.com's price was lower than Li Jiaqi's live broadcast price, violating the "floor price agreement", and demanded a huge amount of liquidated damages.

Although Li Jiaqi's agency Mei ONE responded quickly, saying that "it was purely an accident and the reserve price agreement was false news", related discussions continued to ferment, and many topics such as #Is the low price agreement for Li Jiaqi's live broadcast reasonable? ##Mei ONE contract details exposed# have successively become hot searches.

At the time of Double Eleven, the atmosphere suddenly became tense.

Coincidentally, yesterday the live broadcast room of "Crazy Little Brother Yang" also publicly stated that Li Jiaqi controlled prices and inventory, resulting in most big brands being removed from Little Brother Yang's live broadcast room. Big Brother Yang pointed out that "if there are 100 items in inventory and Li Jiaqi sells 70 or 80, the merchant must have cooperated with him. If he sells more, he has the right to hold the merchant hostage."

No one expected that the price war, which was secretly carried out in previous years, would be directly "torn into the open" this year.

The focus figure Li Jiaqi, in addition to this low-price dispute, was also hotly discussed because he promoted Hua Xizi again in the live broadcast room after 43 days and sold Hetian jade that was exposed as counterfeit by Wang Hai. After leaving the live broadcast last year, he once again took up half of the Double Eleven topic.

In fact, platforms such as Douyin, Kuaishou, and JD.com had already started their Double Eleven activities a few days ago. However, for many netizens, the start of Taobao pre-sales was the real start of the Double Eleven battle, especially the sound of gongs and drums in Li Jiaqi’s live broadcast room every year, which seems to have become an established ritual of Double Eleven.

Although the related controversy dominated the hot search list for a while, by the end of the live broadcast last night, products such as Hua Zhixiao Blush and Cetaphil sold by Li Jiaqi in the live broadcast room also appeared on the hot topic list one after another. The preferential price mechanism and sales volume of up to 700,000 orders attracted a lot of attention.

At the same time, Luo Yonghao started broadcasting next to Li Jiaqi on the first anniversary of the launch of "Make Friends" on Taobao, and also put a domestic 135,500-ton cruise ship on the shelves. In addition, Simba issued a battle report on the first live broadcast of mattresses on Double Eleven with a GMV of 1 billion, and Xiaohongshu's dark horse anchor Zhang Xiaohui also achieved sales of over 100 million yuan in a single broadcast.

In the 15th Double Eleven, more and more platforms and anchors joined the promotion melee, and netizens also shuttled between major platforms.

So, how did Li Jiaqi, who has been the talk of the town, perform in his first Double 11 event this year? What kind of results did other big anchors hand in? Where will Double 11 go? The New List editorial department reviewed the opening performance of major platforms and anchors. Let's take a look.

1. Multiple single links in Li Jiaqi’s live broadcast room have sales exceeding 100 million

“3, 2, 1, let’s go!”

Like in previous years, at 8 o'clock in the evening, Li Jiaqi struck the gongs and drums in the live broadcast room on time, announcing the official start of the Double Eleven pre-sale.

At that moment, netizens who were placing orders enthusiastically caused the live broadcast room to freeze, with comments like "it's stuck" constantly floating in the barrage, and even the on-site staff in the live broadcast room began shopping enthusiastically.

Li Jiaqi repeatedly reminded everyone to consume rationally in the live broadcast room, emphasizing that "there is no need to stock up for Li Jiaqi, and there is no need to buy things just to meet the needs of the order." At the same time, he euphemistically denied the previous online sales target of 30 billion yuan: "Jiaqi does not have those things that are said on the Internet, so there is no need to buy things for me or to increase sales."

According to the observation of the Xinbang editorial department, Li Jiaqi's live broadcast room started broadcasting at 11:11 in the morning this year. First, two assistants explained the product, and soon the live broadcast audience exceeded 10 million . Li Jiaqi appeared after 2 pm and took over from the assistants to introduce the product mechanism.

This year, Li Jiaqi’s live broadcast room started broadcasting at 11:11 am on October 24. Last night, Li Jiaqi’s live broadcast room had a total of 400 product links on the shelves, most of which were beauty products, which were divided into essences, creams, masks, makeup, etc. according to product attributes.

"Old friend" Proya provided 16 SKU combinations, and the sales of 5 products exceeded 100,000 units. Ruby Cream 3.0 sold 700,000 units at a unit price of 279 yuan. Li Jiaqi said that "even the warehouse was sold out", and the sales of a single link was nearly 190 million yuan. The morning C and evening A essence combination followed closely behind, selling 400,000 units.

According to the sales data displayed on the front page of the link, the editorial department of Xinbang estimates that PROYA’s cumulative GMV this time will exceed 900 million yuan.

In addition, Huazhixiao's lip glaze and blush product set, priced at RMB 199 for four pieces, also sold 700,000 units. Although Zhuben Cleansing Oil, which sold one million units last year, did not continue this momentum, its sales volume was as high as 600,000 units.

Among all the brands, Huaxizi has attracted the most attention from the outside world. This is the first time that Li Jiaqi has promoted Huaxizi in his live broadcast room after the controversy over the 79 yuan eyebrow pencil. After 43 days.

The editorial department of Xinbang observed that Hua Xizi launched a total of three products, including loose powder, pressed powder and a beauty product combination set. The loose powder and pressed powder were explained by the assistant, while Li Jiaqi himself introduced the combination set, and did not seem to be affected by outside comments.

According to statistics, Huaxizi's loose powder is priced at 129 yuan per unit and sold 70,000 orders; the colored powder is priced at 149 yuan per unit and sold 30,000 orders; the beauty kit is priced at 357 yuan per unit and sold 3,000 orders. In other words, Huaxizi's sales in Li Jiaqi's live broadcast room are expected to reach 14.57 million yuan.

In preparation for this Double Eleven, Li Jiaqi's live broadcast room has rarely directly sold products since October 18. Instead, he chose to make shopping guides for the Double Eleven promotion. At the same time, he upgraded the strategy documents for the small classroom and the "All Girls" applet, and classified them according to multiple dimensions to facilitate users to find, promote and make appointments for live broadcasts.

Mei ONE's VP Xinchuan revealed that Li Jiaqi plans to explain a total of 2,100 products during the Double Eleven period this year, with a main focus on "low, low, low, low" discount promotions. In addition to Tmall's "surprise coupons" and the platform's "300-50 discounts", Li Jiaqi's live broadcast room will also give out "exclusive live broadcast room red envelope subsidy benefits that everyone must get". It is understood that the amount of a single red envelope can be up to 100 yuan.

At the same time, since 618, Mei ONE has also continued the strategic arrangement of Li Jiaqi and the two auxiliary live broadcast rooms "All Girls" and "All Girls' Wardrobes" to jointly participate in the promotion during Double Eleven.

Xinchuan said that during the 618 period, the broadcasting group account achieved good results and was also ranked high in the platform expert account ranking. In terms of the Double Eleven live broadcast arrangement, Li Jiaqi mainly served in the evening, the "All Girls' Wardrobe" live broadcast room focused on clothing and fashion categories, and the "All Girls" live broadcast room mainly served in the afternoon time period to meet the various demands of consumers.

On the first night of Double Eleven, Li Jiaqi and the "All Girls' Wardrobe" live broadcast room were live at the same time, with more than 340 single product links on the shelves. The battle report released by Mei ONE showed that last night, the "All Girls' Wardrobe" live broadcast room brought sales of 250 million yuan, with more than 15.4 million viewers, and 26 single products with sales exceeding one million.

2. The "King" still holds his position, but the "New King" is catching up

The "Four Heavenly Kings" of live streaming e-commerce, represented by Li Jiaqi, are still active on the Double Eleven stage in different identities.

Luo Yonghao, who has already withdrawn from the management of "Make Friends", is busy starting his AR business while continuing to expand the territory for "Make Friends" and running between different platforms.

Luo Yonghao, who was still live streaming on Douyin on October 20, came to Taobao, where he has been for a year, on October 24, and will also appear in the JD live streaming room in the near future.

At the end of March this year, Luo Yonghao sold a satellite worth 1 million yuan in his Taobao live broadcast room, and at the end of May, he sold a Hangzhou apartment on JD.com for 2.0523 million yuan after discount. Last night, the record for the most expensive item was broken, and a link for "a 5-day 4-night package on the large cruise ship Aida Magic City" appeared in his live broadcast room, with a price of 20 million yuan. As of press time, one of this item, which requires a deposit of 180,000 yuan, has been sold.

Another person who had also threatened to reduce live streaming was Simba, the "number one brother of Kuaishou". Although he said he would "quit the Internet", he still put in all his effort during major promotional events.

On October 21, Simba "jumped the gun" and launched a live broadcast of a hot product list. The first product, a De Rucci leather bed sheet, had sales of more than 1 billion yuan. Simba's next live broadcast is scheduled for October 28. As of press time, more than 730,000 people have made reservations.

When his own account was not broadcasting, he was not idle. On October 22, Simba appeared in the live broadcast room of his apprentice "Dandan" and accompanied the live broadcast almost throughout the whole process, helping "Dandan" to sprint for the GMV of the big promotion.

Not only Simba, but also other "kings'" assistants successfully took over the baton.

"Qi'er", who has been on Douyin for more than a year, has become Douyin's top anchor. According to Xinbang's Douyin data tool Xin Dou, "Qi'er"'s first live broadcast on Double Eleven this year had over 10 million viewers, and her live broadcast sales exceeded 100 million yuan in the past month.

The "Three Bee Clubs" (Bee Surprise Club, Bee Joy Club and Bee Wish Club) formed by Wei Ya's assistant team have been broadcasting steadily on Taobao. Public data shows that among the 12 live broadcast rooms with the fastest sales of over 100 million yuan last night, "Bee Surprise Club" ranked closely behind "Li Jiaqi Austin", and Sydney's successor "Mushrooms are Coming" and Li Jiaqi's assistant team account "All Girls' Wardrobes" were also on the list.

The former "kings" still occupy a place in the live streaming e-commerce industry, and platforms and MCNs have also accelerated the pace of creating "new kings".

"Crazy Xiao Yangge" and his anchor "Seven Boss" started a beauty festival live broadcast on Double Eleven. Xiao Yangge mentioned in the live broadcast that "Seven Boss" has more than ten years of experience in the skin care industry. When she signed the contract, she had only more than 200,000 fans and sold goods worth hundreds of thousands of yuan a month. Now she has more than 5 million fans and her sales exceeded 100 million yuan in September.

"Crazy Little Brother Yang", who has signed contracts with many talents, recently recruited "Li Paoer", who has over 18 million fans, and appointed him as the chairman of the Three Sheep Shenyang branch.

As the talent matrix of Three Sheep continues to grow, Oriental Selection has increased its layout of its own apps.

On October 17, the Dongfang Zhenxuan App officially launched a 199 yuan paid membership service. Many industry insiders believe that this move is an attempt to copy the model of membership stores such as Sam's Club. In addition, anchors such as Dong Yuhui and Dun Dun frequently appear on self-operated apps and Taobao Live, intending to gradually get rid of their dependence on the single platform of Douyin.

3. The platform is involuted and competing for low prices. Double 11 is becoming "simple and crude"

Similar to 618, major platforms also focus on "low prices" during this year's Double Eleven.

Taotian Group has set "the lowest price on the entire network" as its core goal, and GMV is no longer the most important evaluation indicator; JD.com announced that this year's Double Eleven theme is "real bargains", saying that the platform must consolidate the "low-price mentality."

For a time, Pinduoduo, which focused on “real low prices every day”, became the price anchor point for major platforms.

Many practitioners from large Internet companies said that on the eve of Double Eleven, "price checking" became one of the important work contents, and they all put forward the requirement of benchmarking prices against competitors without price disadvantages.

When it is found that the competitor’s price is lower but they cannot reach an agreed “low price”, the platform sometimes chooses to spend its own money on “subsidies” in order to achieve the same “lowest price on the entire network”. The conflict between JD.com’s procurement and sales and Li Jiaqi mentioned at the beginning also comes from this.

However, even though the platform has put in a lot of effort, brands and merchants may not be willing to follow suit and pay for it.

Take Haier, which was caught up in the topic storm yesterday. The brand also issued a statement saying that JD.com unilaterally lowered the product price without authorization, and the loss of each sales volume after the price reduction will be borne by the brand.

In Hai's view, the core of the conflict between the two parties does not lie in the much-talked-about "low-price agreement", but in the fact that the platform has damaged the rights and interests of the brand in the process of competing for the lowest price of a single product on the entire network.

The situation stated by Hai is not an isolated case. Before the Double Eleven event, many brand merchants received price change communications from Taobao Tmall, JD.com and other mainstream e-commerce platforms. Coupled with the price competition among peers, it has become difficult to do the big promotion business that should have been profitable.

However, there are also brands that can benefit from low-price promotions. An industry insider pointed out in an interview with Yibang Power that the platform supports low prices and is more friendly to new merchants, C-store merchants and white-label merchants. When new merchants first enter the market, they often use more favorable prices to seize the market, and with the platform's big promotion support, they can quickly open up the situation.

In addition to "low prices", the gameplay of Double Eleven this year has also been simplified.

The platforms have made changes to the group buying and pre-sale mechanisms that have been criticized by netizens.

On the basis of cross-store discounts, Tmall launched official direct discounts and instant discounts for the first time, adding new rules of "official instant discounts" with a direct discount of more than 15% for single product prices and a new activity of "everyday low prices". Taobao Live also launched a "flash discount" activity, where flash discount products do not require a full order to be discounted.

JD.com has cancelled the pre-sale mechanism. There is no need to wait for the final payment. The goods can be shipped as soon as the payment is made. JD.com claims that "if we are going to do it, we will do it with spot goods."

In addition to the "Cat and Dog Fight", content platforms have become more visible on Double Eleven.

Short video platforms not only rushed ahead in terms of time, but also invested unprecedented subsidies.

Douyin e-commerce proposed to provide more than 100 billion traffic support for the platform's e-commerce shelf scenes and content scenes, focusing on "official instant discounts", canceling the cross-store discount setting, and adopting "direct reduction" discounts; Kuaishou e-commerce announced that it would invest 18 billion in traffic dividends and 2 billion in subsidies, and centralized subsidies for category products in channels such as "Big Brands and Big Subsidies".

In addition, new players Xiaohongshu and Bilibili have also attracted much attention.

On October 15, Zhang Xiaohui's sales in Xiaohongshu's live broadcast room exceeded 100 million yuan, becoming the first buyer on Xiaohongshu to exceed 100 million yuan in sales. According to official data, the average customer unit price that night was 1,695 yuan, 51 links were sold out, and 26 brands sold over a million yuan. Among a number of platforms that shout the slogan of "low price", Xiaohongshu has independently moved towards "buyer e-commerce".

Live streaming e-commerce is also one of the key areas of commercialization for Bilibili. Public data shows that in the first half of 2023, the number of live streaming sales on Bilibili increased by 700% year-on-year, and Up hosts such as "Bao Jian Sao", "Yingwu Li" and "Mr Mi Deng" have joined the ranks of live streaming sales.

During the Double 11 shopping festival, Bilibili chose to embrace external platforms and connected the product libraries of Alibaba, JD.com, and Pinduoduo. For example, it added a new "Tmall Double 11" section to directly display related products and support click-to-jump to the Tmall page for purchase.

Netizens, like Luo Yonghao, shuttle between major platforms. Netizens who are used to the routines have lost interest in gameplay other than "low prices". Under the hot search #双十一笨人的情况#, some netizens still said that they were confused by various discounts and benefits.

From 2009 to date, Double Eleven, which was once attended by only two giants, Alibaba and JD.com, has now become a multi-player competition.

From the once popular "Double 11 Carnival Night" party, the increasingly complex purchase-discount mechanism, to the simple and crude low-price strategy of today, as Double 11 approaches its 15th anniversary, perhaps it is time to return to the original intention.

Author: Truffle, Bamboo

WeChat public account: Newrank (ID: newrankcn)