Double Eleven pre-sales exceeded 20 billion: How did Li Jiaqi and Wei Ya create huge GMV?

On the first day of Double Eleven pre-sale, Li Jiaqi and Wei Ya topped the anchor sales rankings with a cumulative sales of 20 billion.

Li Jiaqi and Wei Ya pre-sale details

What is the concept of 20 billion? This is equivalent to the annual revenue of most supermarkets in the country. Beijing SKP, which ranked first in the performance of shopping malls nationwide in 2020, only achieved sales of 17.7 billion yuan. This figure was achieved by Li Jiaqi and Viya's team in just one night.

2020 National Shopping Mall Performance Ranking

After the sales data was exposed, topics such as #李佳琪销售# and #薇雅销售# quickly became hot searches, and netizens said, "When I saw the sales, I knew for the first time what it felt like to be dizzy with numbers," and "I don't know whether the 123 wooden man is scarier or Li Jiaqi's 321 link is scarier."

Related hot searches on the day of pre-sale

When did Double Eleven become so competitive? Why were Wei Ya and Li Jiaqi able to achieve a huge GMV comparable to that of large offline supermarkets just overnight? In fact, behind this seemingly short night, the two had already laid out a big game for Double Eleven in advance.

01. The "Taobao duo" of involution: Li Jiaqi takes the lead, while Wei Ya quietly does big things

Before October 20, the Double Eleven pre-sale war had already started early, and Li Jiaqi and Wei Ya, as the "Taobao duo", also launched a series of Double Eleven warm-up activities.

1. Join new variety shows to expand your voice

On September 27, Mei One Company launched its own variety show "All Girls' Offers" , which was the first shot in the warm-up for Double Eleven.

This micro-variety show has a total of seven episodes, and each episode presents the process of Li Jiaqi's team "bargaining" for Double Eleven product selection through negotiations and communication with different brands. Every blow from the masters is deadly, and the constant tug-of-war between the brand and the anchor adds a lot of excitement to this variety show, making people put themselves into the story while watching. Many netizens said: Watching Li Jiaqi bargain is so relaxing, even "The Legend of Zhen Huan" is not as good as this!

After the micro variety show was broadcast, it quickly gained the love of netizens for its authenticity and excitement, and won the first place in the celebrity short video category, beating out a number of Taiwanese and online variety shows. The number of views reached 71.661 million, and the topic #全部女孩的优惠# also fermented and received nearly 1.5 billion readings, which shows its great influence.

Sina Weibo Weekly Variety Show Report

Choosing to launch this micro-variety show on the eve of Double Eleven not only allows the audience to understand the specific process of the host selecting products and bargaining, but also presents the dedication and sincerity behind the team centered on Li Jiaqi, and invisibly creates a very charming personal image for Li Jiaqi. In addition, many consumers were quickly attracted to the brand while watching the show. It can be seen that this variety show not only warmed up for Double Eleven in advance, but also advertised for the brand.

2. Talk about the trend and support new brands

In addition to variety shows, brand blockbusters are also one of the channels to quickly promote brands.

On October 13, Wei Ya teamed up with Tmall and 10 domestic brand people to release a short film "The New Wave of Domestic Products", telling the story of the development of domestic products and the arrival of a new wave. Subsequently, they launched the #New Domestic Brand Empowerment Plan# in conjunction with Sina Finance to help capable and planned emerging domestic brands better reach consumers and help the rise of new domestic forces.

Wei Ya x Tmall "New Wave of Domestic Products"

If Viya focuses on the rising domestic products, then Li Jiaqi focuses on new consumer brands that frequently produce hot-selling products.

On the same day, Tmall and Li Jiaqi jointly released a Double Eleven special film "China's Best Sellers", telling the story from the perspective of the post-90s generation as they grow up and how new consumer brands gradually become a new generation of best-selling brands in the process of constantly understanding and embracing young consumers.

Li Jiaqi x Tmall "Best Sellers in China"

These two short films jointly released with Tmall bring together the hottest new brands at the moment, and are both aimed at warming up the new brands for Double Eleven. The joint filming of Li Jiaqi and Wei Ya as the main speakers not only illustrates their huge influence as anchors in bringing goods, but also implies their goals and plans to develop in multiple fields beyond live streaming.

3. Nanny-style tutorials to promote product and effect integration

What’s next for branding? It is to promote sales.

Adhering to the slogan of "rejecting routines", Wei Ya's team has presented everyone with a detailed Double Eleven list this year.

On October 4, Wei Ya’s official Weibo account officially released a preview of the Double Eleven hot products. Starting from October 5, a wave of good product spoilers will be released every day, and the explanations will be divided into 12 issues according to ingredients, sets, buy one get one free, hot products for sensitive skin, and hard currency, so that consumers can prepare their homework in advance.

Wei Ya's live broadcast room released the Double Eleven shopping list

Li Jiaqi, relying on his many years of experience, has transformed himself into a beauty and skin care teacher, explaining in detail skin care and foundation strategies to everyone in the live broadcast room every night. Some netizens even squat in Jiaqi's live broadcast room every night to listen to his lectures, take notes carefully and post them on social platforms for everyone to share.

Li Jiaqi's live broadcast classroom

Compared with the brief and clear product introductions in Wei Ya's live broadcast room, Li Jiaqi pays more attention to interaction with consumers and actively considers issues from the perspective of consumers. The two have their own strengths and are suitable for reference and purchase by consumers with different preferences. However, in TOP’s opinion, Li Jiaqi’s slightly better sales may also be inseparable from his close interaction with consumers.

As the Double Eleven pre-sale period approaches, the two have also released a Double Eleven strategy document respectively. In this document, product information, types, prices, efficacy, discount measures and other contents are all available. With a table in hand, there is no need to worry about snapping up the products, which greatly satisfies the needs of the audience who do not have time to watch the live broadcast.

Wei Ya and Li Jiaqi Double Eleven Strategy Document

In addition, Viya has also launched the "Viya Surprise Club" mini program on WeChat. In the mini program, just select the products you want to add to your shopping cart, and you can generate a money-saving list with one click, eliminating the tedious manual calculations. As of the time of statistics, 4.5 million people have generated lists.

“Viya Surprise Club” WeChat Mini Program

02 How to win the Double Eleven live broadcast battle?

Looking back at these various marketing methods, we can see that the success of live streaming sales is not achieved overnight, and we may be able to get a glimpse of the secrets contained therein from the marketing of the two.

First, create a unique personal charm. A high-quality and low-priced product may attract consumers to stop and place an order in the live broadcast room, while a charismatic anchor can greatly increase fan stickiness, invisibly adding huge added value to the anchor himself.

Li Jiaqi chose to launch a new variety show on the eve of Double Eleven. On the one hand, it was to find the right time to detonate hot spots and attract the audience's attention. On the other hand, it was to strengthen Li Jiaqi's own character labels of "super bargaining master", "smooth talker", and "sincerely treat consumers" through variety shows, impress consumers psychologically, form a variety show fan-gathering effect, and attract traffic to the live broadcast room.

Second, build trust with consumers. For consumers, online shopping is a serious matter. They will compare prices, make careful calculations, and fully understand the product before shopping. The anchor must never treat consumers as fools. Only by treating them sincerely, considering issues from the perspective of consumers, and satisfying their needs to the greatest extent possible can they truly attract the majority of consumers to place orders.

In this regard, the "Double Eleven Strategy Document" provided by Li Jiaqi and Wei Ya fully demonstrates their attitude towards consumers. In addition, the daily mini-class launched by Li Jiaqi and the money-saving mini-program launched by Wei Ya have solved consumers' shopping troubles to varying degrees. Simply put, sincerity builds trust, and trust promotes communication.

Third, leverage brand empowerment for marketing. The host’s potential IP value can not only help emerging brands stand out through publicity and enhance brand recognition, but also quickly convert brand favorability into live broadcast room traffic, promoting brand and effect integration.

Although the two brand films released by Li Jiaqi and Wei Ya have different focuses, they basically use storytelling to see the big picture from the small, and narrate the progress of the times through the development of the brand. While inspiring the audience's emotions, they also allow many new brands to enter the audience's sight and deepen the brand impression. When a brand is combined with a story, it is given unique value, attracting more people to consume for emotional reasons.

It is said that in the Internet age, emotional power and communication skills are the key to impressing consumers. Nowadays, we can see a new situation in which live streaming e-commerce is flourishing, but it is difficult for the next Li Jiaqi or Viya to emerge.

Behind the pre-sale GMV of nearly 20 billion, Li Jiaqi and Wei Ya used their keen emotional and communication skills to understand and meet the needs of the audience. With their dedication and sincerity, they have won the love of many consumers.

In the current situation of "involution" in the live streaming sales of goods on Double Eleven, only sincerity can win people's hearts.

Author: TopMarketing

Source: TopMarketing