After more than three months, Li Jiaqi, a well -known online anchor in China, wearing a black vest with a white shirt and returned to the long -lost live broadcast room.
Different from the past, Li Jiaqi appeared in front of the live broadcast room on Tuesday (September 20), and the major social platforms did not publicize, nor did they issue any previews, and the action was very low -key.Nevertheless, his re -emergence still exploded in the Chinese public opinion circle -the two -hour live viewing volume exceeded 60 million, and the live broadcast room was dropped due to too much person.
From the perspective of many netizens, Li Jiaqi returned to the rivers and lakes at this time and returned to the live broadcast room again. Perhaps it also meant that he had repeatedly rumored that the official blocked rumors had been described.
All of this, start from 109 days ago, June 3rd.
That night, Li Jiaqi was promoting a multi -layer ice cream in Wall's in the live broadcast room.According to public information, He Luxue is a British consumer goods company Unilever's ice cream brand under Unilever. Its "thousand -layer snow" ice cream is popular in China.
According to the screen of the Internet, this ice cream is placed in a white plate. There are two black round biscuits embedded on the ice cream, and there is something that looks like a chocolate stick on the top.Li Jiaqi and another female anchor said highly.Not long after, the live broadcast suddenly interrupted.
For some people, the reason for the live broadcast is very obvious: the shape of this ice cream is like a tank.Those who are familiar with China are clear that tanks are one of the symbols of a political storm many years ago.However, Li Jiaqi, a "post -90s", seemed unaware.So far, it is still unclear whether this ice cream shape is created by merchants, or the "second" creation of Li Jiaqi's team.
After the live broadcast interrupted, Li Jiaqi immediately posted a news on Weibo that there was a "background technology failure", hoping that the audience would wait.But more than two hours later, he posted an apology again, saying that the live broadcast could not continue."I'm very sorry, tonight, because of the failure of our internal equipment, we can't continue the live broadcast. Everyone rests early. The products that have not been broadcast have been broadcast. We will bring you one after another in our live broadcast.https://stative.zaobao.com/s3fs-public/2022-09/7F51ba82BBFA454D9CC3E1C90CB2A162.jpg?962 "/>
and Li Jiaqi's difference in the live broadcast room is more than three months, and it was not until Tuesday that he returned to the public vision.During this period, many fans of Li Jiaqi, especially Li Jiaqi, kept knocking on the bowl on major social platforms when he returned, and some people expressed confusion about what happened above, and even speculated that he might be punished because of tax evasion.
Another well -known Internet anchor Wei Ya, who was as famous as Li Jiaqi, was banned by major Chinese platforms in December 2021 and was banned by major Chinese platforms.Prior to this, several popular Internet anchors were fined for evasion of taxes.Their online shops and social accounts have been frozen to this day.
Although the Zhejiang Consumer Protection Commission later released the information involving Li Jiaqi's suspension of broadcasting, such as "Li Jiaqi on the Taobao platform found that a batch of product labels were not standardized", but slowly, it became more and more and more and more and more.Many people realized that Li Jiaqi may touch China's political red line.This can be further clarified from Chinese officials in the network anchor behavior specifications at the end of June.
On June 22, the State Administration of Radio and Television of China and the Ministry of Culture and Tourism jointly issued a specification, emphasizing that online anchors should adhere to the correct political direction, public opinion orientation and value orientation.The behavior of the Internet anchor has 31 "red lines", including the basic principles of violations of the constitution and the content of violations of national laws and regulations, and shall not deliberately speculate on social hotspots and sensitive issues.
It is worth noting that this specification of more than 3,000 words also mentioned that the official network anchor who has violated the rules must strengthen the warning and constraints;The account should be banned and related network anchors are included in the "blacklist" or "warning list", and it is not allowed to be broadcast again in the form of replacement accounts or replacement platforms.Criminal responsibilities are investigated in accordance with the law for network anchors that constitute crimes.
Li Jiaqi is a step on the 31 red line, the outside world is still unclear.But now that I can come back after 109 days, I believe it will not be to the end.
During the live broadcast of Tuesday, Li Jiaqi did not make any explanation for his more than three months of long -term herself.Apologize".
Li Jiaqi is 30 years old and is one of the most influential anchors in China.As of now, Li Jiaqi has more than 44 million fans on Douyin.As for Weibo and Xiaohongshu, his fans were more than 29.7 million and 11.2 million, respectively, and the number did not lose the top flowers in the Chinese entertainment industry.
Cognition and ability to bring goods are often parallel.With the image of peace and approachable people, Li Jiaqi has sold 15,000 lipsticks through live broadcasts in just 5 minutes, so she is also known as "lipstick brother".
According to Chinese media reports, his GMV (total product transaction) in 2019 was 5 billion yuan (RMB, the same below, about 1 billion yuan)About 20 billion yuan.In the pre -sale of the "Double Eleven" in China Shopping Festival in 2021, Li Jiaqi's live broadcast room GMV reached 10.6 billion in a single day. The cumulative number of visits at the live broadcast room on that day reached 249 million, and more than 35 million people patronized.Far behind you.
This series of data reflects Li Jiaqi's strength.If it is said that when the economy is sluggish, a great contribution of this "king of goods" at this time is to drive the Chinese economy at the downside stage, which is not exaggerated at all.
It is reported that based on the sales of each product page, Li Jiaqi's live sales on Tuesday reached at least 127 million yuan.
Reuters quoted Jacob CookE, CEO of WPIC Marketing Technologies, said Li Jiaqi's return is beneficial to the upcoming large shopping festival. For exampleIt is the world's largest online shopping festival, also known as the "Double Eleven" shopping festival.
Cook said: "Based on the popularity of Li Jiaqi among Chinese consumers, his return to Alibaba to enter the" Double Eleven "shopping festival provides great motivation."
There is iron powder on Weibo, "Jiaqi returns, mine, mineDouble Eleven has hope.On the 11th, a poster that promoted the "Double Eleven" shopping festival was affixed to the street walls of Shanghai, China.Several factors such as deterioration, public data shows that the Chinese consumer confidence index has fallen to the lowest level in nearly 10 years this year.
In addition, in the second quarter of this year, China's GDP recorded only 0.4 % of the growth rate of growth.It is the slowest growth rate of the crown disease epidemic in 2020. The institution, including Goldman Sachs, has lowered the forecast of the growth rate of China's economy. It is believed that this year's GDP will only increase by 3%, far lower than Beijing 3The goal of about 5.5%of the monthly setting.
There are many reports that Li Jiaqi has not been in the Chinese live broadcast industry for more than three months, and the pattern of live broadcasting business anchors has quietly changed some changes, the biggest changes in the biggest change,New players such as Eastern selection have emerged. Nevertheless, during this time, many Taobao products are still sold under the label of "Li Jiaqi recommended". In Douyin, Li Jiaqi's previous live broadcast clips were also continuously used by many merchants, constantly continuouslySucking gold.
The comparison of this front and back highlights that Li Jiaqi still has an irreplaceable position in the eyes of consumers in China.
Li Jiaqi accepted the well -known host Lu Yu in 2020During the interview, it was impossible to copy a Li Jiaqi, because this thing was really impossible for you to train."This not only reflects his self-confidence, but also reflects his huge influence.
Li Jiaqi with countless iron powder, its influence is comparable to the public opinion fieldInternet V. His magic sales in front of the camera can greatly stimulate folk consumption. What follows is a greater sense of social responsibility.Standard behavior.
The anchor with the goods must also be careful. For Li Jiaqi, I believe that he will raise political awareness to avoid stepping on the political red line in the live broadcast. After allNot all public figures have the opportunity to return to the public after a while.
