Li Jiaqi once again brought goods to Huaxizi： the results were not as good as last year, and the sales volume was still good.
On October 24th, after the incident of eyebrow pencil in 79 yuan, the live broadcast room in Li Jiaqi broadcasted Huaxizi with goods again after 43 days. However, Li Jiaqi himself did not appear to explain the product of Huaxizi, and the controversial ace product Huaxizi eyebrow pencil did not appear in the live broadcast list. According to Time Finance, Hua Xizi’s performance in the live broadcast room in Li Jiaqi is still good, but compared with last year, it is much worse.
I and the disputed eyebrow pencil did not appear.
In the list of products with goods in Li Jiaqi Live Studio, there are three products owned by Hua Xizi, namely, a combination suit of 357 yuan, a powder cake of 149 yuan and honey powder of 129 yuan. According to Time Finance, at 8 pm, the live broadcast room in Li Jiaqi exceeded 10 million people. After the countdown was displayed on the screen, the gongs and drums in Li Jiaqi’s hand were sounded, and the pre-sale of Tmall "double 11" officially kicked off this year.
As soon as the live broadcast was started, more than 7,000 pieces, 3,000 pieces and 300 groups of Huaxizi air honey powder, Yurong gauze powder cake and water hibiscus in the Li Jiaqi live broadcast room had been booked respectively. At 8: 02, more than 20,000 pieces, 9,000 pieces and 1,000 pieces of three groups of products were ordered respectively. The figures will change every few minutes. By 10: 30 pm, the pre-sales of the above three groups of products exceeded 70,000, 3,000 and 30,000 respectively. According to Red Net, as of 11: 30 p.m. on 24th, the amount of honey powder with a price of 129 yuan for Huaxizi has exceeded 80,000 orders, the amount of powder cake with a price of 149 yuan has exceeded 30,000 orders, and the combined set with a price of 357 yuan has exceeded 3,000 orders, totaling more than 110,000 orders.
Although Hua Xizi’s performance in the live broadcast room in Li Jiaqi is still good, compared with last year, it is much worse. According to previous media reports, at 9: 00 pm on October 24th, 2022, the colored powder cake of Huaxizi Yurongsha was first released in the live broadcast room in Li Jiaqi. After only 15 minutes on the shelves, 250,000 colored powder cakes were sold out. According to Time Finance’s analysis, in addition to the previous storm, the sales volume of Hua Xizi was affected, and this sales performance may be related to the fact that Hua Xizi did not appear in the prime time of the live broadcast room in Li Jiaqi this year. According to Red Net, as of 11: 30 pm on the 24th, the number of viewers in the live broadcast room in Li Jiaqi was still at 10 million+.
The controversial ace product Hua Xizi eyebrow pencil did not appear in the live broadcast list. According to Time Finance, in the live broadcast room of Huaxi’s official flagship store, the anchor said that the eyebrow pencil "double 11" activity had not been announced. In the live commentary area, some netizens said bluntly: "I will never buy it again, which is really sad" and "How dare he"; However, some netizens said: "Although I am not interested in Hua Xizi, I am still interested in the things in the live broadcast room in Li Jiaqi."
Hua Xizi deeply binds Li Jiaqi.
Earlier, on September 10th, when Li Jiaqi introduced a Huaxizi Eyebrow Pencil in 79 yuan, he saw a message from a netizen saying it was expensive, and replied that 79 yuan Eyebrow Pencil could not be bought because he didn’t work hard enough. At the same time, it was exposed that 79 yuan Eyebrow Pencil was only 0.08 grams more expensive than gold, which led the netizens to think that Li Jiaqi despised ordinary people, created anxiety and inflated commodity prices.
In the early morning of September 11th, Li Jiaqi posted a blog post apologizing, and released an apology video on the evening of the same day, saying that his inappropriate remarks disappointed everyone, and he would also reflect on why he started in the first place and how he could serve more girls. Thank you again for your criticism and supervision. However, many netizens said that they "don’t buy it" for Li Jiaqi’s apology, and joked "Where ‘ Li ’ Wrong? " According to Xinmin Evening News, before the eyebrow pencil incident in 79 yuan, the number of fans in Weibo, Li Jiaqi was 30.435 million. By 11: 00 on October 24th, the number of fans was 28.747 million, and the number of fans dropped by over 1.68 million.
According to the International Finance News, four years ago, Hua Xizi announced Li Jiaqi as the chief recommender of the brand. At that time, this little-known brand was established only two years ago. With the help of the flow of "lipstick brother", the sales of Huaxizi reached 1.13 billion yuan that year, which was 25 times higher than that of 2018. The deep binding between the two parties began in 2019. According to the magic mirror data, the sales of Huaxizi’s star product, carved lipstick, increased by 165% month-on-month after it was promoted by Li Jiaqi multi-platform in May of that year. On the battlefield of "double 11", Hua Xizi never missed the live studio in Li Jiaqi from the pre-sale stage, and with the help of Li Jiaqi’s strong ability to carry goods, he won 220 million yuan GMV for the first time in the war and became the second place in domestic beauty cosmetics.
Around the "double 11" in that year, the live broadcast room in Li Jiaqi contributed 64% of the total turnover of Huaxizi. In June, 2022, Li Jiaqi stopped broadcasting for some reason. During the "June 18th Promotion" period, the sales of Huaxizi, who lost Li Jiaqi, dropped to 150 million yuan from 263 million yuan in the previous year. According to shanghai securities news, the founder of Huaxizi once said in public that their cooperation with Li Jiaqi is Live Delivery 2.0, that is, inviting anchors to create products together. Some insiders revealed: "As long as this product Li Jiaqi says no, it will not pass."
After the eyebrow pencil dispute, Li Jiaqi gradually withdrew
Although Li Jiaqi still has a long way to go to quell doubts and rebuild trust, compared with Hua Xizi who was involved in the storm by his inappropriate remarks, as the starting point of the storm, he seems to have gradually withdrawn from the continuous controversy.
According to previous poster news reports, on September 26th, Li Jiaqi was carrying goods live on Taobao on the night when Hua Xizi’s crazy public relations sparked heated discussion. At the beginning of the storm, a large number of netizens flocked to the live broadcast room in Li Jiaqi to denounce it. Then, there were few questioning voices in the comment area, and the live broadcast room seemed to have returned to its former order. At 21: 42 on September 26th, the poster journalist entered the Taobao live room in Li Jiaqi, when he was carrying lipstick of Mao Geping brand, and the number of viewers in the live room was 7.146 million.
According to the International Finance News, the third season of the self-made variety "All Girls’ OFFER" produced by US ONE arrived as scheduled, showing the process of "negotiation" between Li Jiaqi and major beauty brands, which greatly promoted the upcoming "double 11". Janice (pseudonym), a well-known MCN organization engaged in beauty cosmetics vertical operation, said in an interview with the International Finance News that the Li Jiaqi incident had no impact on her MCN organization. "No matter what, the brand will still come to us for cooperation."
An insider of ONE told reporters that after the incident, the company’s publicity scale during the "double 11" period may be reduced, but "the traffic brought by the live broadcast room in Li Jiaqi is still very large." It is blunt that in the past few years, US ONE has established a large-scale system from product selection to after-sales improvement, and it still has advantages in the field of live e-commerce. "Especially after public relations, the trend of public opinion has become ‘ I don’t care about the anchor, anyway, as a consumer, it is good to buy a cheap and cost-effective product ’ 。” However, in the view of Wang Tian (pseudonym), a business practitioner of a live broadcast room in online celebrity, Tik Tok, if the live broadcast room in Li Jiaqi accounts for a large proportion of the brand’s performance planning of Taobao platform, after the storm, the brand may avoid risks by reducing the frequency of cooperation with Li Jiaqi and increasing the number of people to broadcast. "In the long run, the brand will expand other options besides super anchor. They also have their own plans and will not bet on one person. "
Upstream news is integrated from The Paper, Xinmin Evening News, International Finance News, Red Net, shanghai securities news, etc.