Source: Chengdu Business Daily
Author: Cai Xiaoyi, Wang Han
The gunpowder of the Double 11 this year is particularly strong, but the spearhead is not on the major e -commerce platforms, but pointed to a person.
On October 24th, a contradiction caused by the incident caused by the incident of "JD.com's staff receiving brand business lawyer" incident, which pulled Li Jiaqi into the vortex of the "base price agreement".Essence
The incident was caused by the small home appliance brand Hai's accusing JD.com's private price change, which led to damage to the company's profits. When the JD.com recruiting personnel publicly responded publicly in the circle of friends, the super head anchor "two selected one" "The behavior of the bottom price agreement has harmed the long -term development of the brand and harmed consumer rights.
In this regard, Li Jiaqi's company's US ONE responded that there is no "base price agreement" in the live broadcast room of Li Jiaqi, and there is no "two choices". The pricing power lies in the brand;Sign the "Base Price Agreement".
Unexpectedly, the continuous fermentation of the incident gradually evolved into a multi -party war against Li Jiaqi.
On October 24th, another big anchor, Da Yang, said in the live broadcast room of "Crazy Little Yang", saying that Li Jiaqi controlled the price control inventory, causing most big names in the live broadcast room to be removed from the shelves.Low -priced products can only withdraw the link and cannot be sold.
The well -known counterfeiter Wang Hai also released a video on the same day, saying that Li Jiaqi sold Hetian Yu sold in the live broadcast room as a fake.On October 25, the relevant person in charge of JD.com's home appliances posted in the circle of friends again.
For the follow -up incidents, as of press time, there is no new response for the United States ONE.
Regardless of whether it is right or wrong, the above -mentioned series of incidents have reflected the fierce competition in e -commerce. The contradiction between major platforms, anchors and businesses is walking from behind the scenes to the stage.Who is the beneficiary of Luo Shengmen, who involves many positions?How did Li Jiaqi fall into the situation of "everyone shouting"?
The default rules of the live price contract live industry?
Due to the advantages of strong traffic, many brands are still willing to squeeze the live broadcast room of Li Jiaqi, and Li Jiaqi's sales guarantee and influence also allows them to pay for the insured contract.
With Li Jiaqi being pushed to the cusp of public opinion, a "U.S. One Live Promotion Service Contract" also emerged in front of the public.
According to the terms of the contract, within the fixed period, the brand needs to ensure that all the promotional services agreed by the two parties are the most promoted. For example, other channels are higher than Li Jiaqi live broadcast room, the brand needs to return the price to consumers five times, and to the United States ONEThe compensation of 2 million yuan (RMB, the same below, about S $ 374,700), and assumed all costs and losses due to the return to the difference.
According to reporters, high liquidated damages have become a default rules for the industry.A founder of a brand recently in Li Jiaqi's live broadcast room confirmed to reporters that the content of the contract is true, "this is such a standard system contract."
In fact, not only Li Jiaqi, the super head anchor of each platform has a similar insured mechanism to ensure the "lowest price on the entire network" or "exclusive network".A brander who has been on the live broadcast room of Xiao Yang told reporters that there is also a insured contract for Xiao Yang's live broadcast room. The amount of breach of contract is half of the live broadcast room of Li Jiaqi, which is 1 million yuan.
"The head anchors will maintain channel prices, and small and medium anchors basically have no price insured. In fact, Tmall and other platforms have such terms before, such as important activity resources such as gathering cost -effective." The above brand said.
Earlier, some e -commerce platforms had been issued a sky -high ticket for suspected monopoly acts such as "two selections". However, most of the merchants who were interviewed were different from them for the preservation clauses of Li Jiaqi's live broadcast room.From the perspective of the founders of the above brands, Tmall and JD platforms belong to the open market, while Li Jiaqi live room is not. The insured is an agreement between the two parties reached between the merchant and the anchor institution.
Until today, due to the advantages of strong traffic, many brands are still willing to squeeze the live broadcast room of Li Jiaqi, and Li Jiaqi's sales guarantee and influence have also made them willing to pay for the insured contract.
An e -commerce operator mentioned in an interview with reporters that the super head live broadcast room can basically reach half -package sales, and the sales volume is guaranteed.The interests involved in the insured agreement are also the result of customized negotiations between the two parties, such as how much the main product capacity is allocated and the additional gifts are required.The offers of all girls of Li Jiaqi's derivative variety show have also shown this link.
"The realistic dilemma is that the traffic flow of the platform is becoming more and more expensive. A good product, if there is neither capital strength nor super -head anchors to bring fire, it is difficult for people to find the explosive power of this product." The above -mentioned electricity.Business operators said that many merchants hope to use the cooperation popularity of the head live broadcast rooms such as Li Jiaqi to enter the second -tier anchor and other platforms.
For example, after the product broke out in the live broadcast room of Li Jiaqi, there will be many other mid -waist anchors in contact with it that night. They are willing to talk about explosive products at a lower commission price and cooperation conditions to broaden sales.
The contradictions that stock competition is intensified at low prices
No matter which platform or anchor, who can get the lowest price of the brand endorsement, who can be invincible.It is not difficult to explain why Li Jiaqi, who stands at the traffic highland, has become the target of the criticism.
Where there is competition, there will be interests that have been touched, let alone Li Jiaqi's enviable live broadcast resources.An incredible fact is that competitors are waiting for Li Jiaqi to go down the altar, let out the space, and strive for more inventory or better mechanism for themselves.
A MCN institutional person saw that during the Double 11 period this year, the big -name beauty brand still guarantees the best volume and the best mechanism in Li Jiaqi live broadcast room.International big name.In September, after the storm of "Huaxi 79 yuan eyebrow pencil", a MCN business contacted the cooperative brand of Li Jiaqi live room overnight to try to fight for more inventory. In the end, the 50 million inventory request was rejected by a well -known home appliance brand.
Da Yang also expressed the same meaning in the live broadcast room. Li Jiaqi's strong status has reached the industry's influence of price control and inventory.For example, if there are 100 inventory, Li Jiaqi sells seventy or eighty, and the merchant must cooperate with him, and if you sell more, you will have the right to sell.
Li Jiaqi can have the status of today's status, which is supported by the platform behind -Taobao Live.As Via fell due to tax incidents, Li Jiaqi was unique on Taobao Tmall.
However, even if it is a hyper -headed live room, its traffic password and core competitiveness are always inseparable from the price advantage.If there is no ultra -low price, Li Jiaqi may not be able to maintain heat to this day.
This also means that no matter which platform or anchor, who can get the lowest price of the brand endorsement, who can be invincible.It is not difficult to explain why Li Jiaqi, who stands at the traffic highland, has become the target of the criticism.
and consumers will always follow the price. Once Li Jiaqi's role is constantly enlarged, even because of this, for example, arrogant remarks are released in the Huoxi Zizi eyebrow pen incident -it is in public opinionThe field will inevitably fall into the situation of "everyone shouting".
Of course, Li Jiaqi's dilemma needs to look at a larger market background.After the epidemic, the consumption emotions are not as active as expected, forcing the Double 11 of each e -commerce platform to collectively return to the "low -priced" competition for "low -priced" this year.This is the first double 11 after Tao Tian Group CEO Dai Shan took over, Taobao Tmall set "the lowest price on the entire network" as the core KPI; JD.com also emphasized that it is "really cheap", and the brand has advocated "real low prices".Essence
While low prices bring practical discounts to consumers, the profit margins of merchants have been further squeezed, and the industry is serious.The founder of the above brand said that most of the brands hope that they can control the price maintenance system, rather than paying the pricing rights into the hands of the platform.
The reporter learned from a staff member who followed a cheap route brand that the daily profit level of its brand was originally meager, only about 3 points, but after the price war in the Double 11 this year, you must lose if you want to make data.Money, so this year the brand decided to be "half -flat" and will not over -join the competition.
In this regard, a series of incidents encountered by Li Jiaqi are more like the contradictions of platforms and sellers.Under the pressure of existing competition, there may be more and more conflicts in the field of e -commerce in the future.
