The battle for cost performance is essentially a trust game between anchors, consumers, brand merchants and platforms. In this game, "* is the key factor that cannot be avoided. The occurrence of the Jingdong and Hai's oven incident was precisely because of the issue of "the lowest price on the whole network" that caused many controversies, and even Li Jiaqi was implicated, and finally evolved into a multi-party "war of words".
In the big wave of live broadcast e-commerce, consumers' trust in anchors is generally low. They believe that except for a few top anchors such as Li Jiaqi, the trust of other anchors is not high. Therefore, when there are some small mistakes in the anchor or brand, consumers often choose to continue to trust Li Jiaqi. In fact, this kind of tolerance and psychological empathy is also the driving force for anchors such as Li Jiaqi to further enhance the core of the brand and optimize the quality of goods.
Although consumers are shopping in the live broadcast room of Li Jiaqi and other top anchors, they still have a trace of concern about the quality of goods. Therefore, the anchor bears the pressure of product quality. Issues such as the attribution of responsibilities and blank space between brands and anchors are also the focus of consumers' concern and attention. Long before the introduction of the "Measures for the Management of Online Live Broadcast Marketing" in the live broadcast industry, Mei ONE Company formulated the first enterprise standard "Live Broadcast E-commerce Product Quality and Compliance Management Specifications", which set a benchmark for the industry.
In terms of product selection, Meione has implemented strict standards of "three selections, first instance, scheduling, and broadcasting", and adopted a negative list management system for prohibited goods. These measures ensure the quality of goods and compliance management in the live broadcast room, and provide consumers with a more reliable shopping environment.
It can be seen that meeting consumer expectations and exceeding their psychological expectations requires the joint efforts of all parties. Only through multi-party games can the optimal solution be achieved, which is also the key to the sustainable development of the live broadcast e-commerce industry. In order to achieve wider audience coverage, Li Jiaqi's live broadcast room temporarily gave up some products with high profits but little market demand, including fresh food and ultra-short-term products. In order to compensate for the impact of this strategy, the Meione live broadcast team has taken a series of measures to provide after-sales protection for consumers.
First of all, the live broadcast room pioneered the "No. 1 customer service" system to ensure that each link corresponds to the company's customer service team. If there is an after-sales related problem, the consumer can find the No. 1 customer service as soon as possible, and they will assist the consumer to communicate with the brand to ensure that the problem is resolved in a timely manner.
The solid ability of the Meione live broadcast team in product selection and after-sales guarantee has established a strong influence for it in the live broadcast e-commerce industry. This influence can be seen from the sales data of the new live broadcast room "All Girls' Wardrobe" Tmall Double 11 pre-sale opened last year. The data shows that on the first day of pre-sale, the GMV of a single game in the live broadcast room of "All Girls' Wardrobe" reached 2500 million, PV over 1500W. This is also one of the first live broadcast rooms to break 100 million within 4 hours on the first day of the Tmall Double 11 promotion.
When the trust problem of the anchor's IP is solved, users are more concerned about cost performance. In order to achieve this goal, the answer given by Meione is: by creating the IP influence of the head anchor represented by Li Jiaqi, and following the general trend of content e-commerce in recent years, improve the professionalism of the platform, and establish the brand moat and trust of the live broadcast room from a higher dimension, so that users can consume clearly. In the rising trend of content e-commerce in recent years, we can see a clear shift. In the past, the live broadcast room mainly relied on the anchor's shouting to bring goods, but now it is more inclined to let the anchor share the experience of using products and recommend good things in the live broadcast room, so as to guide users to achieve rational consumption and meet consumers' expectations for cost performance.
It is worth noting that in recent years, the popularity of New Oriental's official live broadcast room "Oriental Selection" is a typical example of this change. In addition, starting from 2021, Li Jiaqi's live broadcast room has launched a regular column called "Li Jiaqi's Small Classroom" to help users be more targeted when choosing products and achieve higher consumer satisfaction by sharing professional beauty, skin care and life knowledge. Through the popularization of corporate brand culture and product knowledge, Li Jiaqi and Dong Yuhui's live broadcast room has become another form of "knowledge live broadcasting". This model is similar to Dongfang Selection, both of which provide consumers with high-quality products and culture in this way, so as to achieve the "integration of product and sales" between brand merchants and consumers, and at the same time meet the highest cost-effective needs of consumers.