How to create a super IP like "Li Jiaqi"

15,000 lipsticks were sold out in just 5 minutes. During Taobao’s 618 event in 2019, 5,000 Shiseido Redness Activating Essence were sold in 3 minutes. Now he has 45.21 million followers on Douyin, 41.867 million followers on Taobao, and 9.61 million followers on Xiaohongshu. How did he do it?

For Li Jiaqi , every lipstick he recommends usually doesn’t sell for too long. Often, it may be sold out before he finishes introducing the lipstick. During a live broadcast of the Wish Festival, 8,000 sets of Fresh Fruit Extract gift boxes were sold out in one second, making people exclaim that it was truly a human grass-planting machine.

He even competed with Jack Ma in selling lipsticks. Li Jiaqi sold 1,000 lipsticks, while Jack Ma only sold 10, directly beating Jack Ma. He is also the Guinness World Record holder for wearing lipstick.

At this point, we can't help but be curious, how did such a money-making machine and human grass-planting machine become so popular step by step?

So today we will analyze it in detail from five aspects: development history, team operation, private domain traffic matrix, high conversion secrets, and monetization methods. I believe it will be helpful to you.

1. Development History

Some people envy Li Jiaqi, saying that it is too easy for Li Jiaqi to make money, with millions of sales in just a few minutes and hundreds of thousands of commissions deposited into his account.

But I want to say that what Li Jiaqi is doing now is handed over to others, and most people cannot take on this job. If they do not have solid beauty skills and professional abilities, they cannot survive in this industry.

From Li Jiaqi's development to the present, there is a word that can well describe him: "inspirational".

He was born in Henan in 1992. His father worked in a bank and his mother was an elementary school teacher. Although his family was not rich, it was not bad either.

In 2011, he was admitted to Nanchang University majoring in dance. His parents hoped that Li Jiaqi would pursue a career related to dance in the future, but Li Jiaqi did not like to work in the dance industry. Because he had very few classes in his junior year, he started taking part-time jobs in his free time.

In Li Jiaqi's words, "Experience is very important. Otherwise, what can you use to talk to others about jobs when you graduate?"

Due to her outstanding performance, she was qualified to work as a makeup artist at L'Oreal and officially became a beauty consultant. This job lasted until 2016.

In 2016, Taobao Live started its trial operation. On April 21, 500,000 people watched Papi Jiang’s advertising auction from Taobao Live. Mei ONE, which was founded in 2015, smelled the opportunity of Taobao Live.

We jointly launched the "BA Internet Celebrity" project with L'Oréal, and Li Jiaqi was successfully selected as one of the seven candidates due to his outstanding performance and results.

Regarding his first live broadcast, Li Jiaqi recalled, "The first time I live broadcasted, I was very nervous. At that time, I didn't have an assistant or a colleague. I did everything by myself. I had to prepare everything by myself, and I had to organize all the information by myself."

But even if you make efforts, there may not be any rewards. When you think too well about one aspect, reality will always slap you hard in the face.

At the beginning, the live broadcast was not popular, with only 500 people in the live broadcast room every day. After a month of live broadcast with no improvement, he wanted to give up, but his boss asked him to hold on for a few more days.

In just these few days, Li Jiaqi became popular, and the number of views increased rapidly, with 20,000, 30,000, and 50,000 views. Li Jiaqi became completely popular.

But he was not overwhelmed by this sudden burst of popularity. He was afraid. He was afraid that one day the number of people in the live broadcast room would return to what it was before. He was afraid that his live broadcast tomorrow would not be good enough. He was afraid that his fans would like someone else and forget about him.

So Li Jiaqi began to change himself, working harder than others in everything, so as not to disappoint every audience. He broadcasts live for three or four hours every day and always maintains a high spirit, and overtime has become commonplace.

Since I need to talk all the time during live broadcasts, my voice became hoarse and I developed mild bronchitis, so I always carry medicine with me.

Li Jiaqi's responsibility to his fans and his careful and in-depth analysis of each product have made him more and more popular, and he has become a veritable "sales expert".

The biggest driving force behind Li Jiaqi's popularity is short videos. The rise of Li Jiaqi coincided with the rise of short videos, which also enabled Li Jiaqi to form his own style.

Although Li Jiaqi is a money-making machine, it has not been easy for him to get here.

1) The team behind it

No matter how capable a person is, his time, energy, etc. are limited. Without a strong team supporting him, no matter how capable he is, he will not be able to make any waves.

When Li Jiaqi wanted to give up live streaming, it was the team that secured three days of traffic support from Taobao Live for Li Jiaqi, which boosted Li Jiaqi's confidence and made him extremely popular.

Li Jiaqi’s direct company is “Mei ONE”, and the entire company operates around Li Jiaqi’s IP. The team has more than 300 people and is divided into four teams. Investment promotion team, QC quality inspection team, content creation team, and live broadcast operation team.

Investment promotion team: mainly responsible for the initial screening of products, negotiating with merchants on the sales price and commission of goods, etc. However, they have to negotiate the lowest price on the entire network and make the anchors make money, which is a special test of the team's professional capabilities.

QC quality inspection team: taste and try out products, check product ingredients, and control live products, appearance, and quality. The QC inspection team consists of members with postgraduate degree or above.

Content creation team: Produce live broadcast content, and perform video editing and content publishing on platforms such as Tik Tok, Xiaohongshu, and Weibo.

Live broadcast operation team: responsible for live broadcast operation and logistical support during live broadcast. A live broadcast requires one field assistant, one camera director, three process assistants, and more than a dozen business staff to assist in the operation.

Therefore, in addition to Li Jiaqi's own strong professional qualities, his success is also inseparable from a perfect team.

2) Cross-platform operation

For live streaming, the most important thing is exposure and traffic. If you want to be the number one in Taobao live streaming, it is far from enough to just promote it on Taobao.

Next, let’s take a look at how Li Jiaqi operates across platforms, and we will focus on analyzing “Tik Tok”

①TikTok

Tik Tok is currently the most popular short video platform and has the most traffic. Li Jiaqi has 45.21 million fans on Douyin. So why is a Taobao anchor so popular on Douyin? Next, let us see what aspects Li Jiaqi focuses on in his operations on Douyin.

1. Positioning

Li Jiaqi’s positioning on Douyin is still a “beauty blogger”, or more accurately, a “lipstick blogger”.

There are countless beauty bloggers on Tik Tok. How can you stand out? Why did Li Jiaqi choose the lipstick track again?

First of all, for girls, there can be nothing in the bag, but there must be a lipstick. Secondly, there is another effect called the lipstick effect, which is an economic phenomenon in which lipstick sells well due to economic depression.

You may not be able to afford a brand-name bag, but you can buy a brand-name lipstick to satisfy your consumption desires. Therefore, Li Jiaqi has positioned himself in the lipstick segment. Whenever you want to buy lipstick, just look for Li Jiaqi.

The company is also working hard to package him in the lipstick category, challenging the Guinness World Record, challenging Jack Ma, etc., all in order to make the account positioning more vertical and accurate, and thus the fans who follow him will also be more accurate.

2. Content

Among the short videos posted on Douyin, lipstick content accounts for more than 70%. Different from most lipstick videos, Li Jiaqi not only shows whether the color of the lipstick is good-looking and how it looks when applied on the lips, but also introduces the lipstick from all aspects, such as packaging, paste color, texture, taste, etc., so that users can have a more comprehensive understanding of the product.

1. Enhance vertical fields and improve professionalism

Since Li Jiaqi doesn't like to deliberately record videos or make jokes, the team decided to extract the content of the short video from the live broadcast. Record the highlights of Li Jiaqi’s live broadcast and then edit them.

I have to say that Li Jiaqi's professional knowledge is really sufficient. In the live broadcast, basically every product can be regarded as a material by his team.

He can use precise and concise professional vocabulary to describe the color, texture, color intensity, etc. of lipstick, and he can do so for every product. This undoubtedly provides the team with good material, so the content of Li Jiaqi's short videos mostly revolves around "products."

However, judging from his selection of materials, although a few are related to other beauty products, most of the content is still about lipstick. Doing so not only consolidates one's own personality and brand, but also enhances influence in the vertical field.

2. Create topics for dissemination

Although Li Jiaqi is a great eloquent person, topics are the source of huge traffic for Douyin. So who are the people who have both topics and traffic? It is undoubtedly the "stars". I looked through all his videos and found that he has collaborated on Douyin with 17 celebrities including Guan Xiaotong, Wang Yuan, Chen Mengchen, Angelababy, etc.

Li Jiaqi uses familiar celebrities to describe the people and occasions that lipstick is suitable for. This not only uses celebrities to increase the popularity of the topic, but also hits the fans' desire to be like their idols.

(III) Characteristics

Generally speaking, people who wear lipstick are women. A boy wearing lipstick in front of you every day has a unique style and is very eye-catching. Combined with the magical lines, the work can be said to be very brainwashing. So why is Li Jiaqi ranked first in lipstick sales on Douyin? This is also closely related to his short videos. The characteristics of the video are as follows.

1. Complete and clear selling points

After watching Li Jiaqi’s video, I realized that lipstick has so many selling points, and these selling points can accurately hit the hearts of users. The unique design of the paste, the special packaging, the texture and taste of the paste and other selling points will all be mentioned in the video.

2. Package the selling points

For cosmetics, the most effective way is to present the effects directly to users, so Li Jiaqi will apply lipstick directly on his lips to conduct experiments and show these selling points to everyone.

The lipstick in hand will also be compared with some high-end brands. This will not only help people have a better understanding of the product, but also highlight the value of the product, killing two birds with one stone.

3. Fun

The fun of the video is of paramount importance. This is mainly reflected in Li Jiaqi's use of exaggerated performances and lines to review lipsticks, and some daily life of his assistant.

The contrast effect of men wearing lipstick attracts users even more. This can also give users a psychological hint that even boys look so good wearing this lipstick, so will I also look good wearing this lipstick?

4. Personal IP

When we think of lipstick, we will think of Li Jiaqi, and when we think of Li Jiaqi, we will think of the phrase "oh my god". This phrase seems to have become Li Jiaqi's exclusive words.

As for Li Jiaqi’s videos, the most common thing is about applying lipstick. If he comes across a good one, he will say “OMG I must buy this”, but if he comes across a bad one, he will directly say that he does not recommend it.

This way of recommendation directly ties the lipstick to one's own rhetoric. In this way, when we hear this sentence again or see the lipstick, we will naturally think of Li Jiaqi.

This is like a TV commercial, which uses exaggerated techniques to repeat over and over again, constantly brainwashing the user, allowing the brain to form a conditioned reflex and successfully shape one's own personal IP.

② Weibo

Weibo is a platform operated by most internet celebrities. For internet celebrities, besides WeChat, the most important one is Weibo.

Weibo is a public circle. Compared with public accounts, there is no limit on the number of posts per day, which makes it more flexible and free.

Li Jiaqi currently has 29.25 million followers on Weibo, mainly for the following two purposes:

1. Interact with fans, build fan base, and enhance fan stickiness

For Li Jiaqi, Weibo operations can not only interact with fans and increase fan stickiness, but also build his own personal brand and enhance his influence.

2. Notify the live broadcast every night, release benefits, and attract traffic for Taobao Live

For the "Mei ONE" company, Weibo is equivalent to a media public relations tool. It can not only quickly dispel rumors in the future, but also help the company establish business channels and increase exposure opportunities for the Internet celebrities it signs.

③Little Red Book

Xiaohongshu is a content community that focuses on lifestyle. It has obvious advantages, especially in categories such as beauty and fashion. The user psychology of Xiaohongshu is that they want to be recommended low-priced and affordable goods. In addition, most of Xiaohongshu’s users are girls born in the 1990s from first- and second-tier cities, who are impulsive and high-spending groups.

It was for this reason that Li Jiaqi started operating on Xiaohongshu, and now has 9.61 million fans on Xiaohongshu. I also analyzed the following two points about the role of Xiaohongshu:

1. Divert traffic from content, community, and e-commerce

Xiaohongshu mainly consists of three modules: content, community, and e-commerce. The content attracts young girls who love beauty, the community allows for better interaction with fans, and the e-commerce attracts merchants. In addition, Xiaohongshu supports both pictures, texts and videos, and its fan audience has a very high overlap with Li Jiaqi’s fans.

2. Share real product experience, encourage users to buy products, and divert traffic to Taobao Live

Only real user experience can better retain fans, and the content of Xiaohongshu can better stimulate users' desire to buy and plant seeds for users. Compared with Douyin, the products recommended by Xiaohongshu are more diverse, and both beauty products and outfits can be shared.

3) How should we conduct cross-platform operations?

①Different content for different platforms

The same content and the same team will develop differently on different platforms. Not only will it not increase your fame, it may also affect your influence on the market.

In order to avoid the above situation, the team needs to analyze each platform and determine what kind of content is suitable for which platform.

Analyze the content you shoot to see whether it is popular on other platforms and whether it fits the model of this platform. When you first enter another platform, you must analyze the composition of the platform's users, the platform's atmosphere, the logic of operation, etc.

See if the current content needs to be adjusted, what adjustments need to be made to the account when developing on other platforms, and what content in your own account cannot be adjusted. These all need to be planned in advance.

The most important point is not to move the content unchanged

② Reasonably arrange account operations

It is definitely not an easy task to create content for each platform, and the operational burden will also increase. If you add content for several platforms at the same time, the workload may increase several times.

This will result in the update time not keeping up, the update content not keeping up, the interaction with fans will also be slow, and fans cannot be retained better, which will not be worth the cost.

My advice is not to blindly create content for every account. Instead, you can first make reasonable arrangements for what you have and publish them on different platforms.

4) Notes on cross-platform operations

1. Enhance interactivity and increase fan base stickiness

2. Actively track feedback and conduct word-of-mouth management

3. Differentiated content output is a must

2. Private Domain Traffic Matrix

Why is Li Jiaqi's live broadcast room so popular, and why does the number of viewers reach more than 12 million each time? This has a lot to do with his operation of private domain traffic.

Private domain traffic mainly consists of the following three parts:

1) Official Account

First, let’s talk about the official account. It has three main functions: “directing traffic”, “notifying” and “gathering fans”.

Currently, Li Jiaqi has two public accounts, one is called Li Jiaqi Austin Fans Welfare Club, and the other is called Li Jiaqi Austin. The former of these two public accounts is no longer updated, while the latter is still updated daily.

As the first entry point for fans of various platforms to connect with Li Jiaqi, the official account is the first platform connecting online and offline. Live broadcast notifications and announcements of important product sales can be sent to fans as soon as possible.

More importantly, WeChat public accounts can also direct traffic to various platforms. Of course, the best way is to direct traffic to one’s own fan group.

2) WeChat Group

WeChat groups are more private and have two more main functions than official accounts. That is communication with fans and after-sales service.

However, the fans gathered in the community are more accurate than the fans of the official account, and the fans can also be segmented. Put users with the same consumption level in the same group so that you can recommend products based on their consumption habits.

To manage fans, you can use a customer service representative who acts as Li Jiaqi’s assistant to manage the fans.

3) Personal account

The manager of such a large community is Li Jiaqi’s personal account. The assistant’s WeChat account can revolve the avatar, background image, circle of friends, etc. around Li Jiaqi.

Continuously strengthening Li Jiaqi's IP image will give users a subconscious trust and comfort. Especially for hardcore fans, you can create groups, send one-on-one private messages, post on your Moments, and other marketing activities at any time.

Should we do private domain traffic?

I think every account should generate its own private traffic. It is unreliable to rely solely on the platform. If the platform account is blocked, all previous efforts will be in vain.

Moreover, traffic equals money on any platform. Who doesn’t want to have a group of sticky, high-quality fans in their hands?

"Private domain traffic" came into being to meet the needs of current enterprises. The epidemic has caused offline traffic to dry up. The cost of public domain traffic is too high, while the cost of private domain traffic is low and the profit is high.

Things to note about private domain traffic:

1. Rationally view private domain traffic

We should consider whether we should do private domain traffic based on our own situation.

For example, if you are in the beauty, merchandise, housekeeping, etc. business, you can use WeChat private domain traffic, but for companies like Meituan Takeout, Maoyan Movies, etc., it is a bit far-fetched to use private domain traffic.

We cannot fall into the idea that everything can be used as a community. We should look at it rationally so as not to miss opportunities or fall into misunderstandings.

2. Private domain traffic should be managed for the long term, not for short-term profit

For private domain traffic, it is all about operating the users. Don’t just think about doing business with the users once and then running away after making the money.

This approach is definitely wrong. As bosses, we should think about how to make users buy products repeatedly and attract their friends to buy together.

Furthermore, when generating private domain traffic, do not constantly consume users’ enthusiasm and do not push hundreds of messages to users every day. This will not only affect users’ trust, but will also be bad for the operation of your own brand.

3. Private domain traffic is not fixed

Private domain traffic does not only refer to WeChat, official accounts, and WeChat groups. Private domain traffic is relative.

The fan groups on Kuaishou and Weibo can all be their own private traffic, but the WeChat groups are more accurate and private.

We can further filter the people in the WeChat fan group and create a group with more accurate fans, which will be the ultimate private domain traffic.

4. High conversion tips

There are so many beauty bloggers on the Internet, why do consumers like the things he recommends so much? Is it just because Li Jiaqi is good-looking and works hard on live broadcasts? I analyzed the following 3 points

1) Professional and affordable

Li Jiaqi’s popularity is inseparable from the operation of his team, and more importantly, his profound professional knowledge.

The accumulation of professional knowledge is the basis for his live streaming sales. It is not difficult to find that Li Jiaqi is in live streaming and short video content. There are often golden sentences and the wording is very precise, which not only shows the characteristics of the product, but also creates a live broadcast atmosphere. This would be difficult to achieve without a certain amount of accumulation.

Moreover, having rich knowledge alone is not enough. Without an affordable price, most fans will not buy into your words no matter how well you speak. Therefore, affordability is very important. For Li Jiaqi, "the lowest price on the entire network" has become his catchphrase, and the real "lowest price on the entire network" is also Li Jiaqi's "trump card."

"Professionalism" attracts fans and strengthens their trust, while "affordability" makes fans willing to place orders.

2) Favorability and authenticity

Li Jiaqi's live broadcast room is not very friendly to merchants. Li Jiaqi's product reviews of merchants are particularly "real". No matter whether a product is good or bad, he will say it as it is. It is impossible for him to deceive fans just because he has received money from merchants.

Therefore, these merchants who cooperate with Li Jiaqi not only gain profits, but also take risks. However, precisely because of Li Jiaqi's outspokenness, this has become what fans think of him.

This model also brings Li Jiaqi closer to his fans and enhances their liking for him.

3) User psychological hints

1. Language brainwashing

In a live broadcast, a lot of information needs to be presented, and it is difficult for people to receive all of this information. When Li Jiaqi says some simple and brainwashing sentences, he can grab the attention of consumers in the shortest time. And when receiving a lot of information, some repeated words will make the brain remember better, such as "Oh My God".

2. Arouse fans’ empathy

Li Jiaqi will carefully select and compare the items he recommends, and choose the ones with the most affordable prices and the best effects. He gives us advice just like a friend around us. This kind of putting himself in the shoes of users makes fans feel that Li Jiaqi is very real and they recognize him more.

5. Monetization Methods

For Li Jiaqi, a highly recognizable IP on the entire network, there are too many ways to monetize. I have selected three methods that are commonly used for analysis.

(I) Live streaming sales, rewards, slot fees, and commissions

On October 20, 2020, Li Jiaqi conducted an 8-hour live broadcast on Taobao, with a cumulative number of viewers of 162 million, 255 million likes, and sales of up to 3.327 billion.

According to the commission ratio of selling goods, the net income for one night is 600 million yuan, which does not include the pit fee. Li Jiaqi's pit fee is 50,000 to 180,000 yuan.

These are just one of Li Jiaqi’s live broadcasts in the past few years. In one year, Li Jiaqi has to conduct 389 live broadcasts. You can imagine how fast he makes money.

(II) Douyin showcase

The price range is 69 to 259 yuan, which is very affordable and not particularly expensive. The advantage of Douyin showcase is that it can bring in income while you sleep.

(III) Accepting advertisements

Li Jiaqi also accepts advertisements. When he had more than 20 million followers on Douyin, one advertisement cost 950,000 yuan. Now that he has more than 40 million followers, the advertising fees will be higher.

Summarize

For an IP like Li Jiaqi that is worth over 100 million yuan, every step we take is worth learning carefully. In an era full of opportunities like today, everyone has the potential to become the next Li Jiaqi.

Looking back, there are a few points worth learning carefully: how to build an excellent team, how to operate across platforms, and how to establish a private domain traffic matrix. These are of great reference value to us.

Author: Internet Celebrity Headlines

Source: Internet Celebrity Headlines Founder: Dawei