Decoding the sales skills of live streaming e-commerce!

Author: Jiong Jiong Tongxie Source: Jiongshen Product View (WeChat ID: jspvision)

As for the “Lipstick King” in the live streaming e-commerce industry – Li Jiaqi, I had never met him before and had never watched his Taobao live streaming. I only knew that he was a “super internet celebrity who is good at selling goods” from the sharing of friends in WeChat Moments and reports on social media. However, after listening to his 40-minute growth sharing, my opinion of him changed. What I saw before me was a Li Jiaqi who was completely different from what I had imagined.

He is not just an internet celebrity, but also a 92-year-old entrepreneur who has in-depth thoughts on user needs and business logic. From the content he shared, I found that Li Jiaqi has been repeating key words such as "Jia Qi wants, Jia Qi will, Jia Qi can", etc. "Jia Qi" is no longer a name in his mouth, but more like a "brand". He is doing his best to operate and maintain this brand. The role migration from "BA Li Jiaqi", "anchor Li Jiaqi", "survivor Li Jiaqi" and "entrepreneur Li Jiaqi" is not only his personal growth history, but also the history of the rise of the "Jia Qi" brand. I think a truly outstanding e-commerce anchor may be like Li Jiaqi - "a combination of personality and character"!

Li Jiaqi opened his speech by quoting Zweig’s famous saying, “A person’s greater luck is when he discovers his mission and encounters a favorable opportunity.” The “luck” in this sentence refers to business success, the “mission” is to share good things with others, and the favorable opportunity is the golden age of e-commerce live streaming. Li Jiaqi’s success is both accidental and inevitable.

The rapid changes in the external environment may be "accidental" to ordinary people like us, but we should think more about those people who have already captured the trend and are also standing on the cusp of the trend. Why is it "Li Jiaqi" who has soared instead of other "Lei Jiaqi" and "Ma Jiaqi"? Is there something "inevitable" in this that can be abstracted so that we can learn and apply it?

In the following article, I will divide it into three parts: personality, content, and product, to break down for you the inspiration that "Li Jiaqi's live streaming e-commerce" gave me: product, content, and personality.

1. Super personality - a dedicated and understanding male best friend

Different from traditional e-commerce, live streaming e-commerce has brought about a huge logical change in the way of selling goods. It neither relies on "people looking for goods" through search engines, nor "goods looking for people" through machine algorithms, but a brand-new "people looking for people" model. It reconstructs the supply and demand matching method of traditional e-commerce. Because I trust you, I will buy what you recommend. This is actually a trust economy.

The prerequisite for the occurrence of the trust economy is that the seller’s personality is closely aligned with the expectations of the target audience. For example, the well-known national series, “National Daughter-in-law - Liu Tao”, “National Daughter - Guan Xiaotong”, “National Brother - Liu Haoran”, etc. These stars have implanted their personality into the general public through their long-term accumulation of film and television roles.

However, it should be noted that there is a huge difference between the personality of the anchor and that of the star, because the stars are performing in film and television dramas and are relatively far away from the audience. They are all recorded in advance, and if they make a mistake, they can shout "CUT" and start over. The actors create a role that completely meets the requirements of the script through constant repetition, so as to make themselves more popular with the public. For example, the audience likes silly and sweet girls, so female stars show their cute and adorable side, but this kind of performance state, if it is contrary to their own personality, it is difficult to maintain for a long time. Therefore, for Taobao anchors, due to the high frequency and depth of interaction in live broadcasts, it is difficult for them to wrap themselves up for a long time like stars. If they are not careful, their personality will collapse. Therefore, the current Taobao anchors are forced to act in their true colors.

For Li Jiaqi, he summarized two points about his personality, namely "charm" + "trust", among which the more important is the shaping of personality, "it's not what I think, but what you think", let us describe it in detail below.

On his "unprecedented charm"

① Handsome guy

For most girls, they may have no resistance to handsome guys. At the same time, Li Jiaqi has fair skin, clear and full lip lines, and looks good naturally with lipstick. This gender contrast makes it easier for girls to feel superior, rather than the suspicion that other beautiful female anchors have when trying lipstick. This talent also gives him an advantage among his peers. Sometimes he says, "I'm a boy and I look so good with lipstick. You're so beautiful, of course you look good in anything you put on." How can girls who hear this not be moved?

②“Lipstick King”

According to media reports, in September 2018, Li Jiaqi celebrated his birthday at his first Fan Festival by challenging the Guinness World Record, using the "studio variety show + reality show format" to start a fresh live broadcast. In the presence of 3.5 million fans, Li Jiaqi successfully challenged the Guinness World Record for "the most people applying lipstick in 30 seconds", becoming the holder of the world record for applying lipstick! From then on, the title of “Lipstick King” was well-deserved.

③Dedicated and hardworking

Still according to relevant media reports, one day in March 2018, less than 3 hours before the start of Li Jiaqi’s live broadcast, Li Jiaqi had to go to the hospital immediately. When he arrived at the hospital, he was examined, received nebulized treatment, paid, and got his medicine at the fastest speed. The doctor obviously knew him. While writing the diagnosis, he shook his head and said: Your throat is inflamed again. Didn’t I tell you to rest last time?

On the way back, Li Jiaqi said: It’s not that painful this time. You don’t know how painful it was for me when I had the nebulization treatment for the first time.

2. On “Trust and Reliability”

①Top beauty consultant

He continued to delve into a vertical field, with 6 years of experience in beauty and 3 years of live streaming. From an intern to a full-time employee, he worked as a sales clerk day after day, and in 3 years, he became the most professional, knowledgeable, and sales guide at that counter.

It is said that Li Jiaqi has tens of thousands of lipsticks at home. When he is live streaming, there are more than 2,000 lipsticks on the cabinet behind him. If you casually say a color number, he can help you find it in 3 seconds. He may be a boy who knows lipstick better than girls. He can even be called a "walking lipstick" (am I starting to say golden sentences too);

At the same time, he does not promote all products in his live broadcast room. 80% of the products are beauty products, which makes fans intuitively believe that Li Jiaqi is still very focused, focusing on what he is good at, rather than being profit-driven and trying to make money from anything. This can help him win more trust.

②The service is particularly considerate

In order to give girls a more intuitive experience of the effect of lipstick on their lips, he insisted on not trying the color on his hands, but applying the lipstick directly on his own mouth. What's even more amazing is that in the second half of 2017, Li Jiaqi did a live broadcast on lipsticks, trying a total of 380 lipsticks in 6 hours, repeating the same action continuously, applying and wiping off, trying one color before moving on to the next. After the whole live broadcast, according to Li Jiaqi's description, his lips felt almost torn and broken. He challenges himself again and again just to give his fans the most intuitive product experience.

Recently I also started watching Li Jiaqi's live broadcast, and I accidentally discovered that when he recommended a yogurt, he not only emphasized the taste of the yogurt, but also emphasized to you that their home logistics is SF Express cold chain, which guarantees the original flavor from the factory to your home and minimizes the damage to the goods on the road. Moreover, all products are produced within the past month to ensure freshness and taste. Not only does he take care of the products, but he also considers the logistics methods for you. This kind of service, to use Luckin's advertising slogan, is "Who doesn't love it"?

③The famous "fan-loving maniac"

Benefits are the core of e-commerce anchors' "pampering fans". Li Jiaqi has always promised that his products are the lowest priced on the entire network. However, XX brand has previously stood up Li Jiaqi and did not give the lowest price. However, Li Jiaqi said in the live broadcast room: It doesn't matter if XX brand doesn't come, I must give you the lowest price.

At the same time, Li Jiaqi will personally go to the origin of some products and specialty stores to inquire about local prices and sales, and try the products himself, in order to help consumers obtain more comprehensive product information for their reference. In fact, these have added invisible weight to my fan-pampering personality. No matter what, I just want to be good to you and let you feel it.

To sum up, Li Jiaqi's personality is not decorated, but stems from his natural "love of sharing" personality. It is also the result of the accumulation of clicks by himself and his team in the later operations. On the one hand, it is the high-frequency interaction with fans during each live broadcast, and on the other hand, the operation team is very keen to story-tell his personality in life that meets user expectations, and then amplifies it through omni-media marketing.

Content innovation-the most magical language nail

Traditional e-commerce mainly accepts orders based on graphic and text descriptions of products. Later, Douyin and Kuaishou promoted products through short videos, and now live streaming e-commerce is directly selling products online in real time. In essence, they are all content e-commerce. Their underlying logic is the same, and their forms are all spread through high-quality content, which in turn arouses the audience's interest and desire to buy. When creating content, there are three key words, namely "useful, interesting, and with attitude." Let's take a look at how Li Jiaqi builds his own content system.

3. Useful

Useful means that it can really help users solve problems, rather than just fooling people.

①Live teaching

When delivering content, it is important to ensure real product delivery. With traditional sales, people only care about selling the product and don’t care how the consumer uses it afterwards. What Li Jiaqi can do is to give you a lipstick color number and tell you what skin tone and makeup this color is suitable for, which colors are affordable alternatives to certain colors of certain big brands, which colors can also be used by pregnant women, etc. He strengthens the coloring, application method and selling points so that the viewer can see it at a glance.

This is Li Jiaqi's content advantage, because he understands women. What they want is not just a lipstick, but to make themselves look better. These are the values ​​that Li Jiaqi can give to his fans. He not only sells products, but also tells you the best way to use them.

② Columnization

Product preview: Li Jiaqi starts live streaming at 8:15 p.m. every day. In the first 15 minutes, he will introduce the products that will appear in the next 4 hours and give a program outline to help everyone know in advance. If you are interested, you can stay and continue watching. If you are not interested, you can leave. His intention is not to waste everyone's valuable time.

Trying lipstick has almost become a must-do program for Li Jiaqi's every live broadcast. Every time, he will try one to three lipstick brands for his fans to see. Many fans may continue to follow Li Jiaqi just for this program.

After these contents are standardized, they can help anchors form their own unique live broadcast style, help them penetrate into the minds of fans and deepen their impression.

4. Interesting

Interesting means expressing the content you want to convey in a more relaxed and pleasant way, making it easier for the audience to accept.

① Personalized catchphrase

I took some time to fully experience Li Jiaqi's live broadcast. I can't remember much about the lipstick, but all I remember are his personal words "Oh my God", "omg", "buy it". He spoke very fast, in a high tone, and at a very loud volume. People say that important things should be repeated three times, but in Li Jiaqi's live broadcast, these three words were repeated about 300 times, or even 30,000 times. It was absolutely devilish. I couldn't help but sigh that the name of the live broadcast room "Devil Li Jiaqi" is really meaningful.

②Full sensory experience

The screenshot above is a collection of "Jia Qi's Golden Sentences" summarized by Li Jiaqi himself, such as like elves dancing on your mouth, painting spring on your face, and the smell of a forest after a light rain, ah! What a shiny five-carat mouth, etc. We find it hard to imagine how one person can have so many different words to describe the look of lipstick on the lips. Each word either brings you a strong sense of scene, or makes you laugh, or inspires associations. You will find that his live broadcast not only brings you auditory and visual enjoyment, but also mobilizes your taste, smell, and touch. This requires rich life experience to achieve. These words are not written by the copywriting team behind Li Jiaqi, but are improvised on the spot during each live broadcast. I have to admire Li Jiaqi for being a person who can really bring the products to life. In his own words, "treat each lipstick as a girl and introduce it to everyone."

5. Have an attitude

Having an attitude means that the communicator conveys his values ​​to the audience. It is a higher level of content creation to influence the behavior of others.

① Girls consume rationally

Li Jiaqi's live broadcast is not to tell you to buy all the colors of a brand every time you buy lipstick, but to tell you that if you have bought a color of XX brand before, you don't need to buy this one. It's not that you have to buy international first-line brands when buying cosmetics. There are also high-quality products among affordable brands. I hope everyone can spend the least money to buy the most suitable product for themselves.

②Good lifestyle

After I stayed in Li Jiaqi's live broadcast room several times, I found that he has been subtly conveying the idea that "everyone can live a more beautiful life, and we bring everyone a better lifestyle." At the same time, I also consulted the female friends around me about their opinions on Li Jiaqi. To use the original words of one friend, "I never knew that the color of lipstick could be described as rotten tomatoes. Li Jiaqi knows lipstick better than women! Before watching his live broadcast, I really didn't know how to match lipstick after applying it! I feel like all the lipstick I have applied over the years has been in vain."

Looking at Chinese girls in recent years, it is true that more and more of them are wearing lipstick, and now more and more young boys are starting to wear lipstick. I completely couldn't agree with this at first, but now it seems that to some extent we don't understand what is happening around us. In fact, we are old, or in a sense, Li Jiaqi may be becoming the enlightener of the Chinese lipstick consumption market.

To sum up, you will find that when you go to Li Jiaqi's live broadcast room now, you may not really expect to buy products. Maybe you want to learn about beauty science like me and give gifts to your girlfriend, or you may just want to join in the fun and listen to Li Jiaqi's interesting shopping guides, or you may really be a die-hard fan of Li Jiaqi and wait all day long to buy, but no matter what, the purpose of attracting traffic through content has been achieved. This is the essence of content e-commerce, which can achieve traffic introduction through extremely strong stickiness and ultra-low cost.

At the same time, if we look at live streaming e-commerce from a different perspective from the perspective of consumers, perhaps every time we watch a live broadcast, it is more like watching a regularly updated free variety show, and buying goods is just a recognition of the quality of the live broadcast. However, for the audience, they not only consume content, but also get a product they like, so why not do it?

6. Product Insights – Professional Product Selection Strategy

In the fierce market competition, emerging companies that have emerged basically meet the eight-character requirements of "product differentiation and cost leadership", and the Jiaqi team has also set a set of standards for itself when selecting products, namely new products, high-quality products, limited time and quantity, and low prices.

① New products: Jiaqi’s live broadcast room will release new products from time to time, including first releases and exclusives. When you want to buy the new product of XX brand for the first time, you have to come to Jiaqi’s live broadcast room. The exclusivity of this channel helps Jiaqi lock in the first-hand fan group who are interested in XX "brand" and complete the comprehensive purchase conversion.

② High-quality products: Solve the user's difficulty in making choices. When there are 100 products available every day, only 20 are selected from the best. Because now everyone will encounter a problem when buying things on Taobao, that is, searching for a keyword will bring out a large number of search results. We have to compare prices from three stores, compare the number of good reviews, sales volume, store ratings, etc., but Li Jiaqi tells you, "No, the best model here is the best. I am the Costco of the live broadcast industry. Just buy it."

③ Limited time and limited quantity: Create a sense of scarcity of products. If you miss this opportunity, you will never get it again. This is actually people’s “loss aversion” psychology. They don’t want to miss the opportunity to “get a bargain”, so they make impulsive purchases. This is almost always effective in today’s e-commerce era.

④Low price: Price is almost the trump card of all merchants, and it is the final push for the final sale of the product. There is a saying circulating in Jiaqi’s live broadcast room, that is, Li Jiaqi makes "big-brand products affordable for the public." This does not mean that he has got big-brand products at a low enough price, but that he has found substitutes with the same efficacy as the big brands, and the prices are super affordable. Compared with the big brands, it is a bargain. This is the magic of Jiaqi’s product selection team. As long as Li Jiaqi shouts, "All girls, are you ready? Buy her, buy her," then the products on the shelves will be cleared out in a second like magic.

In fact, all business friends know the above four elements of selling products, but the difficulty lies in how to implement these characteristics, not to mention putting these four elements together. At first glance, it seems like an impossible task. How did Li Jiaqi's team obtain them? That is, how to make these merchants rush to line up to be in his live broadcast room, give him low prices, and give him various packages and gifts to support him. You must know that in the early days of his founding, Li Jiaqi was also a small anchor that no one cared about. He also experienced the days of "no one watching and being scolded".

As long as the live broadcast tool can support it and the operation process is standardized, it can basically be done. My personal analysis mainly focuses on the other three points:

First release: perfect brand integration

Since Li Jiaqi used to work as a teller in an offline brand beauty store, his business is highly professional and he has already tried many big-name products. So based on this, Li Jiaqi may first gain the trust of his fan base by recommending big-name products that are generally recognized by the general public, thereby completing the first level of brand awareness transfer: "All high-quality beauty brands have been recommended by Li Jiaqi." Then, after Li Jiaqi has established enough fans and trust, when he starts to recommend other new brand products, it is easy to automatically complete the second level of brand awareness transfer: "The new small brands recommended by Li Jiaqi should also be high-quality brands." This will create a perfect and seamless equivalence between some small brands and international first-line brands, and will greatly enhance the brand credibility of the merchants. Therefore, the overall logic is that in the early stage, big brands’ products are recommended to Li Jiaqi for endorsement to increase the trust in Li Jiaqi’s live broadcast room. In the later stage, Li Jiaqi’s live broadcast room will transfer its trust to small brands to transfer trust. Based on this, some merchants will choose to cooperate with Li Jiaqi to launch their new products first and exclusively in order to raise the tone of their products from the very beginning.

Quality guarantee: product selection passes three levels

At the meeting, Li Jiaqi talked about the hard work of the team behind the product selection. The first stage is the "team preliminary selection". Each category will have professional product selectors to collect all the information about the product for evaluation, especially the source restrictions on the brand. The basic requirements are from Tmall flagship stores (backed by large manufacturers). The purpose is to ensure product quality and eliminate some products that do not meet the standards. The second stage is the "team trial". The trial time is about 15 to 20 days. After the trial, the testers need to refine the selling points, explain why they are good, and then recommend them to Jiaqi and the assistant. The final third stage is "Jiaqi and the assistant try again". If Jiaqi and the assistant do not agree at this stage, they can overturn all the previous product selections. At present, the overall product pass rate is about 5%, that is, out of 100 products that come in at the first stage, only 5 will be left in the end. This quality control method is indeed a performance of "selecting the best from the best." (Maybe the non-stick pan omelette overturned was really an accident~)

Low-price acquisition: instant explosion, product and sales integration

Because every merchant's new products on Tmall lack historical weight, without weight, when users search for product keywords, the new products will be ranked very low, and then there will be no traffic import and no transactions. Li Jiaqi's live broadcast room can help merchants clear out inventory in a short time and immediately create historical weight. For example, a new brand of lipstick may take 1-3 months to clear out 100,000 inventory. However, through Li Jiaqi's live broadcast room "clearing inventory in 15 minutes", then in the remaining 3 months, his products will continue to rank high in searches, increasing brand exposure. The natural traffic from Tmall searches will continue to flow into the SKU of this single product, continuously increasing sales, so that it can generate continuous purchase conversion power after the event.

At the same time, we also need to pay attention to the fact that completing sales tasks ahead of schedule means that various costs such as inventory management and customer service are all saved. Companies can continue to develop new products in the saved time to complete more transactions. These are the value gains that "Jia Qi Live Room" or live e-commerce brings to suppliers. The huge efficiency improvement means that there is extra money that can be distributed to the cooperating anchors and benefit consumers. This is why merchants are willing to give Li Jiaqi a low enough price to allow him to "kill at the lowest price"!

In conclusion:

I have to say that I have become a fan of Li Jiaqi and I like him more and more. I believe there are tricks to his success, but more of it is the sincerity of an entrepreneur. Some things are due to one's personality and cannot be faked. His success is the result of innate talent, persistence and hard work, as well as the rise of the live streaming trend. We hope that he will continue to be popular.

Li Jiaqi's success cannot be replicated, and we cannot learn it. However, we can learn the operational logic of live e-commerce. I wrote more this time, but the same thing applies. If you don’t remember anything after reading it, please remember three words: the trinity of personality, content, and product.

This article is reprinted from Jiongshen Product View (WeChat ID: jspvision)

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#Columnist#
Jiong Jiong Youshen (personal WeChat public account: jspvision, Jiong Shen product view), 10 years of Internet experience, product operation expert, Team Leader.