Author: Wu Yanrui
*This year's Double 12 has been cancelled and changed to the platform's large-scale event "**Year-end Good Price Festival".
It is reported that the "Year-end Good Things Festival" is expected to start attracting investment at the end of November. According to the confirmation of the ** party, the ** price festival will start at 8 pm on December 9. He also said that compared with the double 12 in previous years, the discount will be greatly improved.
However, up to now, compared with Double 11, the Double 12 that is only a month apart is a little quiet, in addition to ** quietly, Li Jiaqi, who has attracted much attention during the Double 11 period, is also quiet.
Didn't Li Jiaqi, who made netizens work hard, work hard?
Li Jiaqi's rollover from"Hua Xizi".Get started
Three months ago, at noon on September 10, some consumers complained in Li Jiaqi's live broadcast room that Huaxizi was getting more and more expensive.
Li Jiaqi replied, "It's getting more and more expensive, **expensive?."It's been this for so many years, okay, don't talk nonsense with your eyes open, it's very difficult for domestic brands. ”
Moreover, Huaxizi is really not the kind of brand that can be made by buying raw materials casually. Li Jiaqi continued to reply, "How many years have I been with Hua Xizi, and I am the one who knows best how he got up." They almost took out their house to me, and almost Hua Xizi's surname was Li, okay?”
It's really nonsense, it's been 79 yuan for so many years, **expensive?Buy one and get two refills free, 79 yuan is a good deal. Until the end, Li Jiaqi said, "Sometimes it's my own reasons, okay." After so many years, the salary has not risen, have you worked seriously, okay?"It's been this for so many years, I'm really going crazy."
Regarding this incident, netizens launched relevant discussions, and countless related topics appeared on Weibo hot searches.
There is a discussion about Li Jiaqi, Li Jiaqi said that he can't find his previous state Do you accept Li Jiaqi's apology Has Li Jiaqi changed?There is also a discussion of the topic of Huaxizi, how expensive is Huaxizi Huaxizi eyebrow pencil is more than 980 per gram and you can buy two grams** Huaxizi is an exclusive currency unit for workers, etc.
In the early morning of September 11, Li Jiaqi issued an apology statement on Weibo. replied that when he responded to product reviews in the live broadcast room, he said something inappropriate and uncomfortable.
Li Jiaqi said that everyone's trust is the most important foundation in the live broadcast room, and he also hopes to always stay in the best state to accompany everyone. In the future, we will listen carefully to everyone's suggestions and serve all consumers with heart. Again, I'm sorry and sincerely accept everyone's criticism.
Li Jiaqi's Weibo hot search on the day of his apology, there were 50 topics on the list, of which 9 were related to Li Jiaqi.
Since then, young people have a new measurement currency "Huaxi currency", and soon after the Halloween event on the streets of Shanghai, Li Jiaqi and "** expensive" are also the objects of young people's memes and imitations.
The storm is back: Li JiaqiBefore Double 11, there will be another "one of two choices" and fakes
The pre-sale of Double 11 has not yet begun, and the major platforms have begun to fight. And Li Jiaqi, as the live broadcast anchor of the ** platform, also failed to escape the whirlpool and has been questioned as fake.
On October 24, the topic of Jingdong procurement and sales shouting Li Jiaqi rushed to the hot search on Weibo. The Jingdong procurement and sales staff posted on Moments that Jingdong received a lawyer's letter from the brand Hai's, and was complained by the brand that because the Jingdong ** of a certain Hai's oven was lower than the price of Li Jiaqi's live broadcast, it violated the "reserve price agreement" signed with Li Jiaqi, and demanded huge liquidated damages.
However, Jingdong staff said that the product is a self-operated product of JD.com, and its ** low is because JD.com has subsidized it out of its own pocket, and questioned that the head anchor has a "two-choice" behavior.
Subsequently, Li Jiaqi's company, Meione, responded that Li Jiaqi's live broadcast room and Hai's brand did not sign the so-called "reserve price agreement", and the live broadcast room never asked the brand to choose one of the two, and the live broadcast room said that the pricing power lies with the brand.
Hai's refuted the statement that JD.com's procurement and sales staff "** is low because JD.com paid for subsidies out of their own pockets". Hai's said that the loss of each oven will be borne by the Hai's brand. Due to the unsuccessful communication, Hai's brand can only send a lawyer's letter to the platform through legal means.
At the same time, Sina Technology ** a contract between the United States and the brand. In accordance with the requirements of the agreement, the brand owner is required to give the greatest strength within the specified scope, and the most qualified scope is the Tao platform (including but not limited to** Tmall stores, anchor live broadcasts and other Tao content channels), other e-commerce platforms and offline channels, and the brand needs to ensure that the value of the gift is the highest value under the same conditions within the guarantee period within the guarantee range.
On the same day, Wang Hai, a well-known anti-counterfeiter, posted a ** on Weibo, saying that on September 23 this year, a consumer bought a "Mandarin Duck Jinlou and Tianyu necklace" in Li Jiaqi's live broadcast room. After the consumer receives the product, it also comes with an appraisal certificate of Hetian jade.
The consumer sent the product to NGTC Laboratories (National Jewelry & Jade Testing Group***) for identification. The results showed that the product received by the consumer was not Hetian jade at all, but a "carbonate-tremolite jade necklace". At the same time, the certificate of appraisal attached to the product is also fake.
Afterwards, the consumer reported the appraisal to the merchant, and the merchant directly transferred 50,000 yuan to the consumer's WeChat in the hope of calming the matter, but the consumer refused. It is reported that this product priced at 597 yuan has been removed from the shelves.
During and after Double 11, you can't escape the hot search
After the Double 11 promotion really arrived, after-sales issues such as unpaid first-delivery, product quality, etc., made Li Jiaqi appear on the hot search.
On November 3, Li Jiaqi's live broadcast room was suspected of being a hot search on Weibo for the topic of unpaid sales first. Many consumers responded that they had paid the deposit in Li Jiaqi's live broadcast room and had not yet paid the balance for the goods, but they received the express delivery first. I asked customer service but didn't get a reasonable explanation.
On November 10, some consumers said that they bought empty bottles of Estee Lauder in the "Li Jiaqi" live broadcast room. Li Jiaqi's customer service in the live broadcast room said that the goods purchased in the live broadcast room were shipped directly from the store.
With the end of the Double 11 promotion on November 11. Various data began to come out one after another, and as a big anchor, Li Jiaqi's sales are also curious.
According to the statistics of Li Jiaqi's team: according to the sales volume and selling price of Li Jiaqi's live broadcast room, during this year's Double 11, Li Jiaqi's total income is conservatively estimated to exceed 25 billion yuan. After that, the topic quickly appeared on the hot search. In response, the United States ONE responded that it never released the data of Double 11.
Since then, another netizen posted that Li Jiaqi's live broadcast room after Double 11 is all broadcast by newcomers and assistants, and he wonders if Li Jiaqi is going to go behind the scenes and not broadcast live, which has attracted attention. On November 20, Li Jiaqi made his first appearance after Double 11, appearing at the "2023 Meione Housewarming Opening Ceremony" in Shanghai and participating in the ribbon-cutting event. On the evening of November 21, Li Jiaqi brought goods in the live broadcast room normally.
For this reason, Li Jiaqi appeared in the live broadcast room to refute the rumors of the suspension of the broadcast after Double 11, and appeared on Weibo on November 22.
The Li Jiaqi who made you work hard doesn't seem to work so hard anymore.
The two sides of the hot search physiqueLi Jiaqi has really changed
Some netizens' comments after the Huaxizi eyebrow pencil incident pointed out Li Jiaqi's changes very well.
If it was before, Li Jiaqi would have patiently explained that there were two replacement cores for the eyebrow pencils in the incident, and 79 yuan was equivalent to three **. Instead of the current "**expensive, it's always been this**".
In the early live broadcast, Li Jiaqi would persuade the "pig girls" not to impulsively buy expensive skin care products. "If you earn 5,000 a month, then there are many other things in life that are worth doing, what lamer to buy, and save money to solve the problem of food and clothing. Specifically, "You have to pay the rent, right?"Do you have to pay utility bills?Do you want to buy quilts and down jackets in winter?”
At that time, Li Jiaqi still "understood" beating workers.
In 2011, Li Jiaqi was admitted to university, but due to work reasons, he left school before graduation. In 2015, Li Jiaqi became a beauty consultant at L'Oréal Cosmetics. Because most customers were reluctant to try on the sample lipstick at the counter directly, he began to try to try on the color for customers with his own mouth, and won the title of sales champion many times.
At the end of 2016, Li Jiaqi participated in the ** live broadcast project competition held by L'Oreal and Meione, and stood out from it and started his anchor career.
In September 2018, Li Jiaqi successfully challenged the Guinness World Record for "the most people wearing lipstick in 30 seconds" and became the world record holder for wearing lipstick, and has since been known as the "first brother of lipstick".
In December 2018, social accounts such as Douyin, Xiaohongshu, and Kuaishou were opened one after another. As of June 2019, Li Jiaqi has nearly 50 million fans on the whole network.
On October 17, 2019, Li Jiaqi was selected into the 2019 Forbes China 30 Under 30 Elite List.
Li Jiaqi relies on its powerful grass planting function, and at the same time brings fire to a number of domestic brands. In addition to Hua Xizi, there are also Perfect Diary, Yuze, etc.
In the 2021 Double 11 promotion, Li Jiaqi broadcast live for 12 hours, setting a sales amount of 10.6 billion. The top sales in the live broadcast room that year changed from a niche domestic brand planted by Li Jiaqi to a foreign-funded or old-fashioned domestic product with a relatively high customer unit price.
Also in 2021, with the growth of cargo data, Li Jiaqi's capital territory has also expanded again.
Tianyancha data shows that 6 of the 20 companies Li Jiaqi currently works for were registered in 2021. The remaining companies are distributed in other years. 2 in 2017, 6 in 2019, 2 in 2020, and 4 in 2023.
Li Jiaqi has changed from a counter salesman with a monthly salary of 3,000 to the boss of many companies. Huaxizi has also changed from an obscure domestic brand to a "high-end domestic product" that has repeatedly appeared on the sales list and opened a store by the West Lake. There are only waves of "pig girls" in Li Jiaqi's live broadcast room, and the salary has not changed much.
When he first started live broadcasting, Li Jiaqi felt that he "can stop playing for the sake of live broadcasting". After the explosion, Li Jiaqi was reluctant to speak after the broadcast, and Li Jiaqi at this time has really changed.
In this regard, teacher Luo Xiang once said, "If you believe that God rewards hard work, it is easy to lead people to pride or nothingness." Because when you succeed, you feel that you have earned it by your hard work, and you deserve all this, so you look down on those who fail. ”
Obviously, Li Jiaqi, who made netizens work hard, forgot his yesterday.