Taobao Double 11 live broadcast case analysis

Recently everyone has been discussing that "Li Jiaqi and Wei Ya's pre-sale sales on Double Eleven on October 20th were as high as more than 19 billion , an increase of 234.9% and 141.1% respectively over last year."

This was also the first time that Li Jiaqi’s 11.11 pre-sales exceeded Viya’s by 27.3%.

Therefore, for those who want to accumulate business knowledge, it is necessary to study how Li Jiaqi managed this 10 billion event . Let's review and analyze it from three aspects.

Before we begin, let’s sort out the data logic of the Taobao live broadcast room on October 20th.

The first step is to find the product list in the live broadcast room, which includes product links, discount information, product pictures, etc.

The second step is to obtain detailed information about each product, including product name, product price (pre-sale), sales volume before and after the launch, etc.

The third step is to organize the data, such as processing the abnormal price of 999999 yuan, and finally obtain the following detailed live broadcast data.

Next, let’s start the main text.

1. Activity preheating review and analysis

During the warm-up period, Li Jiaqi promoted the Double Eleven strategy document to plant grass in advance ; I believe that many friends have seen this document on Weibo.

So how can they get more people to see this strategy document? In fact, they used the cash red envelope operation method on Weibo, forwarding + commenting on the Weibo dynamics on October 13, and drawing 1,020 people to receive a cash red envelope of 400 yuan each.

We sorted out the forwarding data and found that 71 big Vs (cooperating brands) forwarded the Weibo post, bringing in 202,400 forwardings and an average of 2,851 forwardings, which triggered this trend.

Taking "Hao Huanluo" with a forwarding volume of 9067 as an example, we further analyzed the forwarding level and found that the forwarding volume was basically concentrated in the first layer of 9049, accounting for 99.7%.

The first-level forwarding volume is 9049, with an average of 372 fans per fan, and the number of exposures (3366228) = 9049*372, so the second-level conversion rate is 0.008%.

The reason why "Hao Huanluo" has so many reposts in the first level is because "Hao Huanluo" also provides corresponding prizes ; the second level has few reposts because the previous level does not provide any benefits and cannot continue to fission; the same is true for other brands.

Next, let’s look at the number of reposts brought by Li Jiaqi’s own fans. Here we can refer to the results of similar activities done by Wei Ya. In the absence of reposts by big Vs (brands), the repost rate was 0.81%.

Based on Viya’s forwarding rate, it can be estimated that the number of forwardings brought by Li Jiaqi’s own fans is 244,000.

We found that Li Jiaqi had been running an 8-day campaign on Weibo Fans Channel, which brought a total of 4,722,171 exposures, 687 reposts, and a repost rate of 0.015%.

According to the lowest exposure advertising charge, exposure to 1,000 people/5 yuan, the forwarding price is 34.4 yuan/person.

Li Jiaqi's lottery prize amount was 408,000 yuan, and the number of reposts by his fans was 244,000, with a cost of 1.67 yuan per person , which is much lower than the advertising cost.

Finally, we can see that this event brought Li Jiaqi 446,400 reposts.

Compared with Wei Ya's activity of "drawing 1,111 people to receive 500 yuan red envelopes each" , Li Jiaqi's activity of " drawing 1,020 people to receive 400 yuan cash red envelopes each " had 295,400 more reposts, mainly because Li Jiaqi had the participation of big Vs (brands).

The reason why the brand was able to bring in 202,400 reposts was mainly because it set up awards. With the motivation for reposting, Li Jiaqi's updates can get more reposts, which is also beneficial to the brand's publicity.

Li Jiaqi's own fans forwarded the post 244,000 times, which is 11.2 times more than the dynamic average forwarding volume of 20,000 for the popular variety show "All Girls' Offers" (a video of negotiating prices with brands) planned by his team before. The effect is quite ideal.

2. Live Streaming Strategy Analysis

In the pre-sale live broadcast room on October 20, Li Jiaqi live broadcast for nearly 12 hours in total. Let’s take a look at the live broadcast arrangement strategy.

As for the pre-sale arrangement, 252 products will be preheated from 14:30 to 20:00 on October 20, and customers will be guided to receive coupons. All products will be online at 20:00 for snap-up.

From 20:00 to 0:45, the hot-selling products of various brands were explained and put online for flash sales one by one, which played a role in attracting traffic and conversion . During this period, the hot-selling products generated 6.022 billion in pre-sales, accounting for 56% of the total pre-sales.

Last year, pre-sales started at 18:30, but this time it was four hours earlier, and there were 416 SKUs, an increase of 238% from 123 last year.

In terms of arranging traffic in the live broadcast room, we mainly use irregular red envelopes, vouchers, and subsidies for Apple products to increase traffic.

Among them, the " 160 yuan discount for 300 yuan Chinese food voucher " at 22:30 had the best effect, directly increasing the number of new views by 23 million during the period of 22:30-23:00.

The average pre-sale amount of hot products between 20:00 and 23:00 was 828 million yuan , but the pre-sale amount dropped to 494 million yuan between 22:00 and 22:30. It was the increase in traffic from vouchers that increased the pre-sale amount to 744 million yuan between 22:30 and 23:00.

Before 23:00, 110 hit products were launched , and 76 products were yet to be launched . However, after 23:00, users were tired and the number of new views dropped rapidly. However, thanks to Li Jiaqi’s enthusiastic commentary, the number of views was maintained at 300 million in half an hour until the commentary on the hit products ended.

3. Product Selection and Analysis

During the 10.20 pre-sale period, Li Jiaqi launched a total of 416 products in 13 categories, bringing in 10.804 billion in pre-sales , of which skin care products reached 6.629 billion, accounting for 61.35%.

Looking back at the pre-sales in 2020, there was little difference between Li Jiaqi and Viya in the skin care category; but in the pre-sales in 2021, the total pre-sales amount differed by 2.316 billion yuan, and the difference in skin care category was as high as 3.111 billion yuan.

So next we will review and analyze the skin care products to see where the differences are.

By summarizing the pre-sale sales of Li Jiaqi and Viya's skincare products by brand, it was found that the difference in pre-sale sales of the top 30 brands between the two was 1.854 billion, accounting for 59.6% of the total gap of 3.111 billion in the skincare category.

We sorted out the same 18 brands among these 30 brands and found that among 16 brands, Li Jiaqi’s pre-sale sales were 217% higher than Viya’s on average.

We selected the two brands "Estee Lauder" and "Helena Rubin" and found that when the products are the same and the prices are the same, Li Jiaqi's pre-sales are 247% higher than Viya's on average.

In fact, within 20 days before the pre-sale, Li Jiaqi made a lot of preparations, including variety shows where he negotiated prices and discounts with brands, small classes on Double Eleven strategies, etc. These brought him closer to users and completed the process of planting grass.

Based on the users’ comments under the video, they are organized into a word cloud chart. Words like “ expect,” “buy,” and “rush” reflect the users’ recognition of Li Jiaqi and indirectly increase the conversion rate of the live broadcast room.

It was found that among the same brands, such as " Fresh ", there are more SKUs online, and each SKU contributes more value. Li Jiaqi contributes 266% more than Wei Ya, reflecting that Li Jiaqi is better in the skin care supply chain.

In summary, Li Jiaqi’s good performance in pre-sales of skin care products is mainly due to high conversion rate and stronger supply chain.

Among the 13 categories, Viya has higher pre-sale amounts than Li Jiaqi in 7 categories , including apparel and accessories, which is 585 million more than Li Jiaqi, nearly 112%; and travel, which is 571% more, reflecting that Viya's supply chain is doing better in all categories.

In fact, in the live broadcast room, users are given very short decision-making time, so when selecting products , they will pay more attention to categories with low unit prices and high purchase frequencies.

However, the skin care products category not only has a high purchase rate, but also a relatively low average order value. It also has the characteristic of " high purchase stackability" . For example, facial masks can be stockpiled for half a year. Li Jiaqi bet on this category and defeated Viya in overall pre-sales.

IV. Conclusion

After sorting out the pre-sale sales of the top 20 influencers’ live broadcast rooms, Li Jiaqi and Wei Ya accounted for 83.58% of the total pre-sale sales, which is 10.52% less than last year when the top 20 accounted for 94.1% of the pre-sale. For Taobao, the head effect has improved somewhat.

More brands also appeared in the live broadcast room to broadcast their own content. The average pre-sale amount of the top ten brands was 294 million yuan, 100 million yuan more than the 194 million yuan pre-sale amount of the fourth-ranked influencer Chen Jie, at a percentage of 51.55%.

We also see that the pre-sale sales of brands like " Lancôme" and "Sulwhasoo" are higher than those of Viya and Li Jiaqi's live broadcast rooms, which also means that brands have more choices.

For this year's pre-sales, Li Jiaqi and Wei Ya increased by 234.9% and 141.1% respectively compared with last year . There are two main reasons: the time is advanced by 4 hours, and the SKUs selected are twice as many as last year. 3.1 For the competition between Li Jiaqi and Wei Ya, they cannot rely solely on the " lowest price", but need to be more attentive to users to increase the conversion rate ; at the same time, cooperation with brands should be based on the long-term perspective of brand cooperation and promote branding, rather than simply promoting low prices and coupons.

Author: Data Frog

Source: Datafrog