Analyzing Li Jiaqi’s latest private domain operation strategy!

When it comes to Li Jiaqi , the first thing that comes to mind may be his "tens of billions in sales" during the just-passed Double 11, or the "mask incident" that he and L'Oreal had a heated discussion about not long ago, or his title as the "No. 1 lipstick king"...

Many people attribute Li Jiaqi's success to "catching the trend and becoming the leader, all thanks to the Matthew effect"; although this view is reasonable, it is also inevitably biased.

In fact, Li Jiaqi’s success, in addition to factors such as platform traffic support and omni-channel marketing promotion, is also inseparable from his continuous and refined operation of the private domain.

For example, the "single product reservation" function has long appeared in Li Jiaqi's fan group - users only need to select the product they like and click "reservation reminder" to receive a WeChat message reminder when the product goes on sale.

This function solves the "pain points" of many users:

You no longer have to wait in the live broadcast room for a single product, or want to buy it but miss the time. It’s very considerate.

Similar details are quite common in Li Jiaqi's private domain.

The refined operation of the private domain not only helped Li Jiaqi achieve a transaction volume of nearly 10 billion yuan on Double 11 this year, but also helped him resolve many crises.

Today, the operation community will sort out what details of Li Jiaqi’s private domain operations are worth learning from.

01Li Jiaqi's private domain operation, how great are the details

After observing for a few weeks, the operation agency found that Li Jiaqi's private domain formed a complete closed loop - you can understand it using the "Private Domain 3×3 Model", that is, it is divided into three links: gathering traffic, retention, and promoting conversion.

In each link, Li Jiaqi uses different touchpoints to achieve the goals of "traffic diversion, retention, and conversion."

Different from the private domain models of other brands and merchants, whose main touchpoints are focused on the WeChat platform, or self-built apps and official websites, Li Jiaqi's private domain path is wider and covers a wider range.

As the number one live streaming e-commerce influencer, Li Jiaqi first started out on Taobao and then exploded across the entire Internet, becoming a "global Internet celebrity." As a result, his private domain layout spans Taobao, WeChat and other platforms, ultimately forming his unique private domain operating system.

So, what does Li Jiaqi do specifically in each aspect of private domain operations?

1) Traffic aggregation: diverting traffic from the entire network and privatizing public domain traffic

The first step in building a private domain is to gather traffic, that is, to transfer public domain traffic to the private domain and privatize the traffic.

In this link, Li Jiaqi mainly relies on "off-site distribution, natural fission" and other forms to create momentum first, then attract traffic, and then deposit public domain traffic into his own private domain user pool.

The former Taobao live broadcast director @赵圆圆 (click to view the conversation between the operation agency and teacher Zhao Yuanyuan) once positioned Li Jiaqi as a "global internet celebrity":

Go to other platforms to expand your influence and bring traffic from outside Taobao back to the live broadcast room for monetization.

Based on this idea, Li Jiaqi frantically operates and "attracts" traffic on platforms other than Taobao:

At the end of 2018, Li Jiaqi relied on his position as the "No. 1 Lipstick King" in the beauty industry to gain more than 14 million followers on Douyin and more than 1 million followers on Taobao Live in two months;

In 2019, Li Jiaqi became popular on Weibo with his "oh my god, buy it!" and other "selling words" that came out of his live broadcast room, and Li Jiaqi's home also became the "dream of 900 million girls."

In addition, Li Jiaqi also tried to enter the entertainment sector to expand his fan circle:

From October 2020 to date, Li Jiaqi has starred in two movies, three top variety shows, and released a single;

In 2021, he even produced a bargaining variety show "All Girls' Offers" to warm up for Double Eleven. The show successfully made it to the Weibo hot search list, with the reading volume of related topics reaching 1.44 billion, which created enough hype.

Now, Li Jiaqi has his own IP social accounts on Douyin, Kuaishou, Xiaohongshu, and Bilibili, with over 110 million fans across the entire network.

In general, Li Jiaqi has completed the original accumulation of public domain traffic and laid the foundation for his subsequent private domain traffic.

After gaining popularity, how do these users enter Li Jiaqi’s WeChat private user pool?

The first method is to transfer traffic to official accounts and video accounts through "search".

Fans can enter "Li Jiaqi" in the "Search" touchpoint to go directly to the "Li Jiaqi Celebrity Zone" and then follow Li Jiaqi's official account, mini program, and video account.

The second way is to drive traffic to your own official account through WeChat Moments advertising.

After entering the official account, users can enter the "Li Jiaqi Official Enterprise WeChat Member Group" by clicking on the menu bar to add the "Jiaqi Assistant" corporate WeChat, thereby completing the conversion from public domain to private domain.

Four steps to join Li Jiaqi's official membership group

According to incomplete statistics, Li Jiaqi’s official fan group currently exceeds 4,000. If we calculate based on 200 people in each group, the private domain user pool of his corporate WeChat has reached 800,000+.

2) Retention: Multi-touchpoint operation to retain loyal fans

In the WeChat ecosystem, Li Jiaqi mainly relies on the three touchpoints of "Enterprise WeChat Community", "Official Account" and "Video Account" to promote activation and retention.

① Enterprise WeChat community

During the retention stage, the operation agency discovered that Li Jiaqi’s WeChat community carries quite a lot of functions.

First, new user guidance.

After the user enters the community, @佳琪小助手 will immediately welcome the user and ask the user to annotate his or her name in the form of "region-skin condition", allowing the user to actively "label" themselves, thereby completing "user stratification".

In this way, it will be convenient for the assistant to make detailed product recommendations for users in different regions and with different skin types.

In addition, the rules of the community will be underlined in the "Instructions for Joining the Group":

Every Wednesday at 14:00, there will be a lottery in the group to win points/gifts, and at 12:00 noon every day, a full preview of the holiday live broadcast will be pushed;

Irregular fan welfare activities such as lucky draws and red envelopes;

@The assistant gets answers to group questions and product-related information.

In this way, users who join the group can learn about the daily dynamics and exclusive benefits of the community. This can not only actively cultivate users' habit of "checking on time", but also allow users to perceive the value of the community and quickly get the "Aha Moment".

Second, activate old users and establish a member points growth system.

In order to activate old users and cultivate fan loyalty, in addition to regular community operation methods, such as "live broadcast preview" and "scheduled check-in", Li Jiaqi's community also has an exclusive "Friday Member Benefit Day", where users can obtain points and beauty prizes through a lucky draw.

In addition, users can also enter the Li Jiaqi mini program through the community, "migrate" their Taobao points to the WeChat membership system, and redeem corresponding welfare products.

Third, after-sales answers.

The community mainly uses methods such as answering questions and after-sales service to avoid user loss.

Li Jiaqi's community adopts a "human-machine combination" approach. The robot assistant can solve some basic function usage questions raised by users in real time, such as: the entrance to the wishing bottle, live broadcast time, etc.

Manual customer service can solve "unconventional" problems encountered by users, such as: "When will the Beast fragrance be available?"

Finally, and most importantly, the Li Jiaqi community can also serve as a channel for "crisis public relations". In response to some emergencies, timely feedback can be provided to fans in the group to resolve their demands, digest the negative emotions of negative fans, and avoid causing adverse effects.

For example, before the "L'Oreal incident" fermented, the assistant had been calming everyone's emotions in the group and synchronizing solutions in real time to avoid affecting Li Jiaqi's brand image and reputation.

② Video accounts, public accounts, Moments and other touchpoints

In addition to the social network, Li Jiaqi has also achieved good user retention through the video account, official account and the assistant’s circle of friends.

The assistant's circle of friends and social media are kept in sync, and the live broadcast content will be previewed on the broadcast day in the form of pictures and texts;

The official account will give spoilers and previews of the live broadcast content of the evening at noon every day;

Different from the Moments, @李佳琪Austin’s video account is dedicated to publishing skin care knowledge and strategies.

In addition, the operation agency also found that the skin care content released on the video account will also be posted simultaneously on Li Jiaqi's "Taobao Shopping". As long as you follow Li Jiaqi's live broadcast room on Taobao, you can see the video content, which is equivalent to private domain retention on the Taobao platform.

3) Promote conversion: appointment reminder, Taobao link jump

In order to remind users to watch the live broadcast on time, Li Jiaqi has put in a lot of effort and paid attention to the details.

In Li Jiaqi's official member group, users will receive three "timed reminders" every day:

At 10 a.m., remind users to clock in;

Around 1pm, a preview of the live broadcast content will be released;

Around 7:30 pm (after the live broadcast begins), there will be a reminder to start the broadcast.

Although these are just three simple steps, there are actually a lot of operational logics behind them that are worth learning from:

First, get noticed by clocking in.

In the daily check-in interface, users can not only earn points, but also learn about the start time and live broadcast theme of this month through the calendar below, and be "woken up" at this step.

For example, December 6th is marked as "Snack Day" in small purple letters.

Secondly, stimulate interest through live broadcast content previews and welfare purchases.

In the daily live broadcast preview, users can not only learn about the live broadcast content, but also make reservations for that night and make "single product reservations".

For example, if a user is only interested in a few products during the entire night's live broadcast, she can first follow the "All Girls" official account, make a reservation in the "All Girls" applet, and then when the relevant products are put on sale on the night of the live broadcast, she will receive a reservation order notification sent by the "All Girls" official account.

From time to time, "Li Jiaqi Welfare Shopping" will be posted in the group, allowing users to qualify to purchase big-brand products at a lower price.

Finally, users have two ways to complete the jump from WeChat private domain to Taobao Live.

The first one is that on the day of the live broadcast, Jiaqi's assistant will release a Taobao password in the group. Users can copy it and open Taobao to watch the live broadcast content.

Secondly, users can also click on the reserved item and view it directly on the reminder interface.

After users receive the appointment reminder, they can watch the live broadcast directly in WeChat. (This page is for watching Taobao live broadcast with the help of a third-party platform. If you want to place an order, you need to jump to Taobao)

In general, "check-in" and "content preview" are both designed to make users have "purchasing motivation". When users have time to watch the live broadcast and receive the "Taobao password" in the group, they can jump directly to the live broadcast room and complete the conversion from the private domain to the Taobao live broadcast room.

In addition to conventional conversion methods, during this year's Double Eleven, Li Jiaqi also adopted the operational strategy of "using online documents as shopping guides" (click to view previous content), "attacking" in unexpected ways for users to help them understand the products in the live broadcast room and predict the exact time of delivery, further promoting conversions.

02Why must live streaming sales be done in private domains?

According to iResearch Consulting data, the purchase conversion rate of e-commerce live broadcast hosts is generally 6%-18%, which is an astonishing figure compared to the 0.37% purchase conversion rate of traditional e-commerce.

However, whether it is a top anchor with tens of millions of fans or a small anchor who has just started to scale up, there is a sense of anxiety:

On the one hand, fans attracted by the “low prices” of the live broadcast room will quickly leave when they see lower-price purchasing channels; on the other hand, the rise of brand self-broadcasting has also put certain pressure on the top anchors.

In today's Internet environment, purchasing traffic is becoming increasingly expensive, and this is when the advantages of private domains become apparent.

1) High cost-effectiveness in reaching users and increasing repurchase rate

As mentioned earlier, Li Jiaqi’s private domain traffic strategy is: first become a “global internet celebrity” and then guide fans into the private domain user pool.

Although marketing on all online platforms can increase the influence of personal brands, these are indirect effects and cannot directly reach users multiple times at low cost to promote conversions.

Currently, users’ mindset towards live streaming rooms is still at the stage of “buying standard products at a special price”, so most users still buy from Li Jiaqi’s live streaming room because it is “cheap”.

So how can we reach users multiple times at low cost and increase the repurchase rate of the live broadcast room? The answer is to do private domain.

For anchors, low-cost multiple reach in private domains is reflected in:

First, the live broadcast and product reservations were made before the broadcast, which played a good warm-up effect;

Second, you can be reminded when the broadcast starts and jump by copying the Taobao password.

Third, most of the users who enter the community are fans who have already purchased products, have completed their first contact with Taobao, and have established a basic understanding of the anchor. In the community, these users can be reached a second time, and after a deeper understanding, they will generate repeat purchases.

2) Cultivate “loyal fans” to ease competitive pressure

In the early days of Li Jiaqi’s entry into the private domain, we didn’t know whether he had foreseen the rise of “brand self-broadcasting”.

But this is indeed a move to prepare for a rainy day. In addition to the advantage of "zero cost" construction, the advantages of private domains such as multiple reach and cultivation of highly loyal users not only help Li Jiaqi deal with problems in daily operations, but also become the key to his resolution of the "trust crisis."

In fact, Li Jiaqi has indeed cultivated a wave of loyal "iron fans" through private domain operations:

Not only do fans actively participate in group activities and discussions, they also proactively answer questions from other users.

When the anchor faces a "public relations crisis", this group of loyal fans also help maintain the anchor's reputation and image, and are the backbone of "controlling the situation" within the group.

For example, in the "L'Oreal incident" a few weeks ago, Li Jiaqi faced the dilemma of being "calculated" by the brand:

While selling the same products, the price of L'Oreal's own live broadcast is lower than that of Li Jiaqi's live broadcast room.

This hits Li Jiaqi's pain point hard: When the big anchor gradually loses the advantage of being the "lowest price on the entire network", will fans still support him?

After the incident fermented, we found that compared to accusing Li Jiaqi of not getting the lowest price, more fans chose to denounce the L'Oreal Group, believing that the brand was "unethical"; fans in the "Jiaqi Member Group" discussed more about hoping that the anchor could come forward to help them "get justice."

The phenomenon that brands give concessions to some consumers but are met with criticism is actually quite interesting.

What’s more, in the previous “Yuze incident”, Li Jiaqi’s fans took the initiative to “stand up” for the anchor:

Yuze terminated its cooperation with Li Jiaqi, and subsequently entered Wei Ya's live broadcast room at a lower price, which caused some fans to be disgusted with the Yuze brand.

Fans who believed that Yuze "betrayed" Li Jiaqi not only denounced the brand, but also went to Yuze's flagship store to get invoices, hoping to use this method to "warn" the brand.

Image source: Internet

In several "confrontations" with brands, it is not difficult to find that the anchors always ended up having the discourse advantage. This is due to the anchors' long-term efforts to build a fan-loving persona, as well as the role of private community operations and maintenance of fan relationships.

03 Conclusion

In general, Li Jiaqi's private domain not only attracted a large amount of traffic, but also completed the "stock" action very well. To a certain extent, it accumulated for his big explosion in Double 11 this year.

It is not difficult to find that behind these operational details, Li Jiaqi's team reveals their deep insight into users, which not only helps fans solve problems, but also improves their own IP value.

It is because of this that he can capture the hearts of “all girls” and make them willingly buy him.

After all, what often penetrates users is not a variety of tricks, but the insight into the warmth and coldness of human hearts...

Author: Yang Peiwen Zheng Yuxuan

Source: Operation Research Society