Some people say that as long as he shouts "buy it", he will instantly become an obedient younger brother, and unconsciously complete the payment action, and even don't necessarily remember what he bought.
But many people don't know that there is actually another person in the e-commerce anchor circle, and she is also very famous. She is Viya, the legendary "first anchor of Taobao". What will happen when Li Jiaqi and Viya collide in the Double Eleven pre-sale marketing war?
When Li Jiaqi met Via, the top anchor of the e-commerce platform, who also had super strength in bringing goods, the names of Li Jiaqi and Via were often compared together, and people seemed to be interested in the "contest" between the two top anchors.
Then, in the ongoing double eleven pre-sale marketing war, which one is better and more recognized by consumers?
On the night of the opening of the pre-sale, the data of "Peak Anchor List" showed that VIA took the first place with 555.76 million heat failures, and Li Jiaqi took the second place with 336.58 million heat values.
It is known that the "Top Anchor List" is calculated according to the number of fans' attention, the length of fans' stay and the amount of pre-sale deposit, so in the first round of pre-sale war, Viya is slightly better.
After reading the e-commerce platform data, let's take a look at social media data.
From 10 to 2 1, Li Jiaqi's hot search frequency is no less than that of any popular artist. For a while, it was "Li Jiaqi's dedication", "Li Jiaqi's stop" and "Li Jiaqi's live broadcast".
It is no exaggeration to say that after the Double Eleven pre-sale activities, few "netizens" will not know the name Li Jiaqi. Even if I haven't bought anything in his live broadcast room, I believe I still have some impression of his magical words.
In contrast, Viya's performance on social platforms is quite mediocre. The last time I became the focus of public discussion, I was sent to a hot search because of a dispute with Allen fans.
Judging from the volume and sales volume, the "battle" between Li Jiaqi and Weiya can be said to be very close, and it is difficult to tell the winner.
We don't know who will win in the end, but one thing you can be sure of is that no matter who wins, my wallet will lose anyway.
Although the marketing "secrets" of the top anchors are all top anchors, people who have watched their live broadcasts should find that Li Jiaqi and Via adopt very different "marketing routines" in selling goods.
Li Jiaqi is keen to "brainwash" consumers with fixed words.
Whether it's "OMG, it's beautiful" or "all girls, buy it", it's actually to establish a shopping atmosphere for consumers through repeated ways and convey the message of "don't buy or lose".
In addition to skillfully using the marketing routine of "repetition", Li Jiaqi is also good at poking the pain point.
"Draw you to be a lady."
"Not at all."
"Ultra-white skin, very spring-like."
These words were highly mentioned when he tried to color lipstick. One moment is a lady, the other is spring. What girl doesn't want to take out her wallet and buy it at buy buy?
Unlike Li Jiaqi, Via doesn't have familiar golden sentences, but her advantage lies in her absolute understanding of products and bargaining power.
As a popular anchor with its own traffic, Viya achieved an impressive 500 million drainage turnover at the node of 2019 "618". High commercial value also gives Viya more bargaining power, and it can always get lower discounts from brands.
For the anchor, this is emboldened. For consumers, this is welfare. "Price" is one of the key factors that affect the audience's purchase decision, and it is also one of the winning tools of marketing.
At the same time, the identity of "mother" and "wife" also makes Viya more reliable in recommending household goods. She called her fans "Viya's women", which virtually narrowed the distance between the anchor and the fans and turned "selling things" into "sharing good things".
Two different types and attractive e-commerce anchors, who do you choose?