A brief discussion on Li Jiaqi’s private domain traffic strategy!

Li Jiaqi may be one of the hottest names in 2019. The No. 1 lipstick seller, the Guinness record holder, the man who defeated Jack Ma, these series of titles have made him frequently appear in the headlines of major content. No matter what they sell, it’s sold out in seconds.

Li Jiaqi has more than 10 million followers on Taobao Live and more than 30 million followers on Douyin.

Why is his live broadcast so popular? Why is everything he sells so popular?

Apart from personal efforts and the right trend, we have to mention his team's operation of private domain traffic . Public domain traffic and private domain traffic are like the sea and a private fish pond.

The fans and traffic in Taobao Live are public domain traffic. It is impossible to reach users directly, and one can only passively wait for users to arrive. The community he built based on the WeChat ecosystem is private domain traffic, which can operate independently and reach users directly.

The community is very active

1. How is Li Jiaqi’s private domain traffic composed?

After a few weeks of observation, I found that Li Jiaqi’s private domain traffic is composed of the following parts:

WeChat group + personal account + WeChat public account

2. Private Domain Traffic Scale

1. WeChat Group

The WeChat group I belong to is numbered 219. Based on the calculation that there are about 420 people in each group, the total number of people in WeChat groups is close to 100,000.

2. Personal account

The huge community is managed by many assistants. And each assistant is a personal account in itself. According to the WeChat group, there are no less than 15 personal accounts like this. Based on the calculation that each personal account adds 4,000 friends, the number of users accumulated in the personal accounts exceeds 50,000.

3. WeChat Official Account

Currently, Li Jiaqi has two WeChat public accounts, namely: Li Jiaqi Austin Fans Welfare Club and Li Jiaqi, the Lipstick King.

3. Why should we operate private domain traffic?

Students who have experience in community operation know that managing a community is a very labor-intensive task, let alone a large community with nearly 100,000 members.

So why do Li Jiaqi and his team spend a lot of manpower and resources to operate private domain traffic?

1. Fans’ emotional management

Li Jiaqi holds more than 300 live broadcasts a year, recommending dozens of products in each broadcast, and each of them is a best-seller. Behind this huge sales volume, there will definitely be a lot of after-sales problems.

If after-sales service is not handled properly, it will inevitably affect the host’s personal reputation and even cause a series of unpredictable situations (of course this is the worst case scenario, but it is by no means impossible).

And the community is the best way for fan users to solve problems (the worst scenario is for users to complain in the live broadcast room). Jiaqi's assistant's identity in the group represents Li Jiaqi. They actively handle various complaints from users, telling everyone that Li Jiaqi cares about everyone and is not a vampire who only wants everyone to buy, buy, and buy.

A lot of the content in the assistant’s circle of friends is carefully planned. Make everyone feel that Li Jiaqi is not a distant anchor, but an ordinary person around you. It effectively narrowed the distance between him and his fans.

2. Create fan benefits

Why do so many people buy the products recommended by Li Jiaqi during live broadcasts? Because they are cheap and good in quality.

Why was he able to negotiate such a low price? Because he sold a lot through live streaming.

Therefore, the huge number of fans is Li Jiaqi's investment capital, so Li Jiaqi treats his fans very well!

In addition to constantly giving benefits to fans through raffles during live broadcasts, it is also his routine to use public accounts and social groups to give benefits to his fans. Many friends who failed to grab their favorite products can often receive surprises in the community. There will also be a daily sign-in and check-in activity to exchange for points, and the points can be used to participate in the lucky draw, which happens basically every day.

For operations, these are all means to promote activation and increase user stickiness. But for fan users, these are the benefits given by Li Jiaqi.

3. Refined operations

A live broadcast lasts a very long time, and not all fans can watch it from the beginning to the end. Then it is very important to choose the viewing time period according to your favorite products.

Li Jiaqi's team sorted the recommended products for the day's live broadcast in advance to warm up in advance. Announced through WeChat public accounts and communities, users can prepare in advance.

Moreover, after the live broadcast starts, the assistant will push a link in the group to guide everyone to the live broadcast room. This avoids the situation where some users forget to enter the live broadcast room.

4. Fish farming model

I'm sure everyone has had this experience. When you are getting a haircut or buying pastries, the store clerks will always recommend you to apply for a card to top up money. But is the effect good? It is definitely getting worse. Why? Because this pig-killing model is outdated. The "little pigs" have all learned their lesson.

What model is popular now? It’s the fish farming model. The relationship between merchants and users is no longer as simple and crude as before: either pay or get out. Instead, everyone communicates and chats in a group like friends. When the time is right and the feelings are there, and users truly feel that you have something, payment will come naturally.

Private domain traffic is the best operating method for the fish farming model.

Building a community is a long-term thing, so it should be noted that no matter how you build the community, users must feel the value and there must be benefits to it in order to develop in the long run.

Author: Research on the operation of the barbecue ginger community

Source: Research on the operation of the BBQ Ginger community