The countdown to November 11, 2021 (Double 11) is 28 days. Li Jiaqi’s Live Studio is expected to have 400 new links, twice as many as 618. Besides providing good products, Li Jiaqi has done more in content innovation and live streaming innovation this year.

Yesterday (October 13), MeiOne Double 11 Press Conference (the "Press Conference") entitled "Rational Spending, Happy Shopping" took place in Shanghai. The day witnessed the "Double 11" launching ceremony of Li Jiaqi Live Studio, and also the closing of "All Girls' OFFER", a variety show co-created by MeiONE and many other brands.

 

Yesterday (October 13), MeiOne Double 11 Press Conference (the "Press Conference") entitled "Rational Spending, Happy Shopping" took place in Shanghai. The day witnessed the "double 11" launching ceremony of Li Jiaqi Live Studio, and also the closing of "All Girls' OFFER", a variety show co-created by MeiONE and many other brands.

 

The upcoming 13th Double 11 will happen to be the 5th of Li Jiaqi Live Studio.

 

The countdown to 2021's Double 11 is 28 days, and the Li Jiaqi team has been preparing for six months. At that time, there will be over 20 live streams and 400 links online, which is expected to bring more than 1,500 good products to consumers, of which the beauty & cosmetics category will account for over 70%. It is worth noting that the number of links for Double 11 will be twice that of the 618 event.

In the past live studios often gave people the impression of fast pace, high efficiency and focusing on sales volume. This year, with the introduction of new beauty & cosmetics regulations and the tightening of regulatory policies, consumers have put forward higher requirements for the new products, new contents and even new approaches for live studios.

 

In order to strengthen the communication and connection between the brands, consumers andlive studio, and because consumers' habits, preferences and needs have always been taken into account, Li Jiaqi Live Studio has done a lot of "counter productive" work in all aspects. 

 

01

It's More Than Sales - New “Game Play” in Live Studio

A 3-hour live stream , dozens of links, millions of viewers, and over 100-million GMV are normal for Li Jiaqi Live Studio.

 

Li Jiaqi has done more than what consumers can see.

 

First of all, Li Jiaqi Live Studio launched the first experimental variety show in China focusing on the brands’ OFFER: “All Girls' OFFER". For the first time, Li Jiaqi's talks with brands about Double 11 OFFER was made public, including LVMH, Shiseido Group, Johnson & Johnson Consumer Products and other large foreign-funded groups, as well as excellent domestic brands such as Florasis, Perfect Diary, Winona and Zhuben.

 

From preparation, shooting, production to editing, the variety show took 60 days. The first episode premiered on September 27, and the last episode ended on October 13, the day when the Press Conference took place. In just half a month after its release, the variety show aroused great public enthusiasm about Double 11 consumer brands and live stream e-commerce. The topic has had 1 billion reads in Weibo, and the feature film has been played 200 million times on various platforms.

 

According to Lu Yuxin, Chief Director of the press conference of "All Girls' OFFER", technically, the October 13 live stream achieved two major breakthroughs. First, this is the first time that Taobao has used XR vertical screen live stream shot by multiple virtual machines in the whole process, and the live stream will last more than 6 hours, which is a brand-new challenge and breakthrough for Taobao live stream platform, MeiONE and even the technical team of the entire live stream ecology. Second, the of e-commerce presented by virtual technology is based on the leading XR (extended reality) techn live stream ology which makes the anchor feel that he/she seems to be in the cloud doing the live streaming. What the audience sees is not real as the real-time three-dimensional scene displayed by XR technology enables the live stream venue to produce a huge visual impact no matter how small it is.

 

Secondly, Li Jiaqi Live Studio has selected the best among the best and prepared more than 400 links for the upcoming Double 11, nearly twice that of the 618 event. With so many products

available, how should consumers choose them to save money and effort and spend rationally?

For this reason, Li Jiaqi Live Studio updated the column "Li Jiaqi Workshop" every day from October 11 to October 19, which, divided according to the vertical categories such as essence, facial mask, lotion, lipstick, make-up, base makeup and household appliances, realized the 8-character theme of the press conference- "Rational Spending, Happy Shopping" through the 5-and 6-minute explanation of each single item every night.

"In fact, for every Double 11, there are considerable investments pouring in from various sectors. How to grab viewers’ attention through head anchors at the important double 11 event, and how to bring more to consumers together with the head anchors are two major iareas that brand owners need to consider. This year’s double 11, brand owners have paid more and more attention to the recommendation of daily content through live streams and to launching new products in an explosive manner, which has turned out to be quite fruitful," said Wei Yinghui.

02

To help Domestic Beauty & Cosmetics Brands to Flourish – Magnify the Mission of Live Stream E-Commerce

For brand owners live stream is not only the core scene of promotion, but also a rare window for spreading the brand concept.

 

At the Press Conference Xu Quxiong, Vice General Manager of MeiONE, said, "In the past, consumers may have fewer channels to understand how a good product was born. In the program "All Girls' OFFER", you can follow Jiaqi to the inside of the brands and see with your own eyes what the R&D personnel are doing and how the products are iterated. Good products derive from good content and good culture. They also need a bridge to convey to consumers. Li Jiaqi Live Studio is quite willing to serve as that bridge."

For the brands, Li Jiaqi Live Studio is not only a sales channel, but also has consumers' user experiences and practical demands behind it, which are directly reflected in the interaction in Live Studio and regarded as very valuable first-hand data.

 

Li Jiaqi once said, "In the program All Girls' OFFER, all girls stand in front while the OFFER stays behind." During the filming of "OFFER", Li Jiaqi and his team collected suggestions from thousands of consumers through street interviews and questionnaires. On behalf of "all girls", they sat down face to face with the brands having a sincere talk about Double 11's OFFER, which was also an in-depth experience of co-creation with the brands.

 

At present, the Chinese market has become a market that no international big-name brands can ignore. At the same time, live stream e-commerce, which is growing insanely rapidly, has iterated from a moderate-price and quantity-oriented sales model to a marketing model of consumption upgrading and brand upgrading. Live studio is not only a place where new brands can grow rapidly, but also a place where big-name brands and old brands can rebuild perception and take on a new look. On this point, Li Jiaqi Live Studio is living proof.

 

At the Press Conference, one term that Li Jiaqi and MeiONE team kept emphasizing was "Chinese Domestic products". In recent years, Li Jiaqi Live Studio has introduced many excellent new Chinese product brands and niche brands. It has become a phenomenal and regular thing for users to know, understand, buy and use new brands here.

 

The Press Conference also clearly conveyed the idea of making excellent domestic brands to be visible to consumers, which is a higher and farther mission of Li Jiaqi Live Studio.

 

"The head anchors, represented by Li Jiaqi, based on mutual trust with consumers, endorsed excellent brands through professional and high-quality content, and built the trust between consumers, anchors and brands," said Wei Yinghui, General Manager of Operations of MeiONE, Live Stream at the round table forum “New Live Stream, New Domestic Products”.

CEO of Zhuben Liu Qianfei said: "For a new domestic brand like Zhuben, live stream e-commerce is the soil, but it is more of a stick hanging overhead." The description of the soil is easy to understand. On a platform with exposure such as Li Jiaqi Live Studio, Zhuben has achieved the breakthrough from 0 to 1 at the cleansing oil “racing track”. The description of the “stick” means that live studios not only puts extremely high demands on the organizational efficiency for brands operations; also live studios can greatly shorten the distance between the brands and users, information of all links such as formula, functionality, category, pricing system, giveaways, logistics and experience can be returned back to the whole team within one day, which requires the brands to truly understand consumers and not just to be self-satisfied.  

 

Co-founder of Colorkey Ying Shaofeng said that the Double 11 Live Studios have three important aspects: first, the new product press conference; second, the traffic engine; and third, the hit product engine. Ying found that in recent years, in every subdivided racing track and in every live studio, domestic beauty & cosmetics brands have gradually won the first place in various categories. "I am very proud being Chinese because Made-in-China is gradually going global."

 

03

Fulfilling Long-term Commitment Depends Not Only on Love, But Also on Responsibility

Is this Press Conference  just for an offer? The answer is not a simple yes or no.

 

Li Jiaqi believes: "the Press Conference  is not just for an offer, but also a tie between the brand and consumers."

 

Xu Quxiong described the "sincerity" of Li Jiaqi Live Studio as "counter-productive": "Inall the links

of Li Jiaqi Live stream, sales are not the only core. "Li Jiaqi Workshop "and "All Girls' OFFER" are not directly used to enhance GMV, and at first glance, they don’t seem to be closely

related to the live stream e-commerce. However, through these 'counter-productive' contents, what we actually pursue in the future is the longer-term value, which is also what our company has been focusing on for a long time."

 

The starting point of this long-term doctrine is, first of all, Li Jiaqi's love for live stream profession

 and his deep affection for fans. In an interview with CBO, Li said that the fact that he has stayed so long in the live broadcast industry is largely because of love. He loves sharing, and live stream

allows him to share the amazing products from around the globe with more people.

 

Whether it is the amazingproducts from around the globe in Live Studio or the constant innovation in content and marketing, besides love, it is more of the responsibility for the live streams.

 

Xu Quxiong described the practice of MeiONE as "long-term doctrine". "We are not preparing for a live stream or a major promotion. Actually we are preparing all the time to be responsible for the brands and consumers. This is the 'long-term doctrine' that MeiONE has adhered to."

 

From the first QC quality inspection team in the industry, to the careful and strict control over all products by MeiONE, then to the fact that Li Jiaqi became the first e-commerce anchor that holds a "certificate", Li Jiaqi Live Studio has grown into maturity step by step. 

The most striking example is: at the end of the Press Conference, MeiONE, together with 19 brands, made an important commitment on the protection of consumers' rights and interests: "We will abide by the law, act honestly and trustworthily, pay attention to consumers' rights and interests and sell with conscience so that consumers can buy without worry. We will be honest-oriented and responsible for products, services, consumers and ourselves and put customers first in order to promote the healthy and orderly development of the industry."