For the majority of users, live streaming is no longer just a channel to buy products at a low price, but a comprehensive experience that includes emotional communication. The relationship between users and anchors has gone beyond a simple buying and selling relationship, and is more like a new form of cultural entertainment. **Live broadcast, just like enjoying your favorite variety shows or dramas, has become a way of entertainment consumption.
At the same time, live streaming also provides users with more diversified content, and they not only obtain product information from live broadcasts, but also often receive consumer education related to products and even industries. Taking Mei ONE as an example, at the end of October this year, in order to make room for the pre-sale products of Double 11, Li Jiaqi's live broadcast room suspended the live broadcast content for several days and changed it to a detailed explanation of the pre-sale products. In order to help consumers choose products suitable for their skin type, the live broadcast room also set up a special beauty class, explaining hundreds of products, covering everything from body care to facial care to makeup and lipstick.
For enterprises, the perception and demand for live streaming e-commerce are also changing. In the early days, many companies equated live e-commerce with sales, and the main appeal was to clear inventory with the help of the live broadcast room of the head anchor. However, with the fading of the traffic dividend of the short-term platform, it is no longer realistic to rely too much on live broadcast e-commerce to solve the market. The broader background is that the growth rate of the entire industry is also declining, and live broadcast e-commerce is gradually shifting from the incremental market to the stock market. In this context, the live broadcast room, especially the live broadcast room of the head anchor, in addition to the function of traditional channels, is more important to shape consumers' perception of the brand, and even their minds.
For emerging brands, partnering with top streamers can be especially helpful. Take a number of domestic high-quality beauty and skin care brands as examples, such as Winona, Baizhicui, Quadi, Zhuben, Kelaqi, etc., these brands have grown rapidly in the past few years through the channel of live e-commerce, and have become frequent visitors to the lists of major platforms.
The cooperation between anchors and brands has gone beyond the boundaries of the live broadcast room and extended to a broader field. Taking the short film "Fermentation in Time" launched by Nature Hall as an example, Li Jiaqi's appearance occupies a place in it. With the professional knowledge of the beauty one team, Li Jiaqi and the brand jointly emphasized the rational choice of Chinese women for skin care products and the importance of ingredients, digging deep into the source and innovative ingredients, and demonstrating the advantages of Chinese raw materials.
This kind of cooperation not only has a positive impact in the live broadcast room, but also promotes the in-depth cooperation between the brand and the anchor. By working together to cultivate the source and innovate ingredients, the brand and the anchor have joined hands to demonstrate the advantages of Chinese raw materials and provide Chinese women with a more high-quality, safe and effective choice of skincare products.
In addition, as a high-profile anchor, Li Jiaqi's professional cognition and influence have also brought more ** and attention to the brand. By partnering with Li Jiaqi, the brand is able to better communicate its brand philosophy and product features and attract more potential consumers.