Li Jiaqi began to "disappear" on her own initiative.

From the recent live broadcasts, it can be found that Li Jiaqi has entered the "retirement" mode. Basically, the assistant broadcasters will broadcast for two hours before he arrives late, and one hour before the end of the live broadcast, he will leave early and put The rest of the time will be handed over to the assistant broadcaster.

Li Jiaqi will even be absent from her live broadcast room for the whole time. Since the end of the 38th promotion this year, 6 live broadcasts have been dedicated to the assistant broadcast. This seems to be inconsistent with his past "365 days a year, 389 live broadcasts" character set. In contrast, the broadcast assistants represented by Zhu Wangwang are becoming rising stars in Li Jiaqi's live broadcast room.

The big IP aura above Li Jiaqi's head not only brought him huge traffic, but also became a potential risk for him and Mei ONE. On the one hand, Li Jiaqi's workload is getting heavier and heavier, and it is difficult to keep energetic all the time. More importantly, once Li Jiaqi cannot broadcast, the normal operation of Mei ONE will be affected, and there will be a situation of "one loss, all losses".

Today's live broadcast environment is very different from the past, and the era of super anchors has come to an end. Instead of passively surrounding a big anchor and facing the risk of suspension at any time, it is better to put eggs in different baskets, and gradually tilt the live broadcast lens and duration to the assistant broadcasters, and at the same time, distribute the traffic to multiple live broadcast rooms.

In fact, what Li Jiaqi and Mei ONE are doing is not special, it can be said that it is the only way for every head live broadcast room. However, on the basis of maintaining the flow, how to smoothly spread the matrix number and cultivate new anchors is an urgent problem that ONE and other MCN institutions need to solve.

Mei ONE, who used to be "all in Li Jiaqi", must explore a new path.

The popularity of assistant broadcasting is nothing new

Speaking of Li Jiaqi's popular assistant in the live broadcast room, the first thing many people think of is probably not Zhu Wangwang, but Fu Peng, who made a fortune with Li Jiaqi when they met in Weishi. Perhaps another name would be more familiar. Back then, Fu Peng's personal ID was called "Li Jiaqi's little assistant".

Back then, when Li Jiaqi decided to come to Shanghai to venture into the world, Fu Peng, as a good friend, resigned decisively from his job as the store manager of Estee Lauder and accompanied Li Jiaqi on the "Shanghai Piao" trip.

To a certain extent, Fu Peng paid no less to Li Jiaqi's live broadcast room than Li Jiaqi. At the beginning, the popularity of Li Jiaqi's live broadcast was bleak, and Fu Peng played the role of a sailor, frantically swiping comments and driving the atmosphere. Later, when Li Jiaqi introduced the product in the live broadcast room, Fu Peng was on the sidelines to pass the samples. When encountering questions that Li Jiaqi could not answer, Fu Peng helped to answer them. When Li Jiaqi made a mistake, Fu Peng immediately made up for it. Fu Peng also coordinated most of the logistics work, including product selection control, discount negotiation with merchants, live broadcast room control and so on.

Li Jiaqi and Fu Peng Even Li Jiaqi himself said, "Without Fu Peng, how could I be where I am today?"

After Li Jiaqi became popular, Fu Peng also gained a lot of traffic by virtue of his assistant status. Many fans liked to watch their partners and gag each other. Some fans even said frankly that "the assistant is the one who gets the most grass in the live broadcast room."

It stands to reason that Li Jiaqi and Fu Peng have worked and lived together for 6 years, and they have gone through ignorance together. Later, they finally got their wish and gained fame and fortune. The bond between them should be deeper. But the ending of the two is that they parted ways.

In 2020, Fu Peng was first officially transferred to the behind-the-scenes, and then announced his farewell to the product selection team and completely left the Li Jiaqi live broadcast team. In October of the same year, Fu Peng, as a personal IP, launched the first live show with goods, and finally received nearly one million views. What is embarrassing is that before Fu Peng left, some fans commented that "the little assistant is going to make a solo debut, and the job of +7 will be robbed." At that time, Li Jiaqi's response was still "I will cut off his wings." . Unexpectedly, a few months later, a word became a prophecy.

All this is not without trace. Since 2019, Fu Peng has started his journey as a beauty blogger on Bilibili, Weibo and other platforms. The content is mainly about unboxing, shopping and sharing, and the video content produced is less and less related to Li Jiaqi . It can be seen that Fu Peng is not willing to be Li Jiaqi's "green leaf", and has a longer-term plan for the operation of his personal IP.

Fu Peng Station B Account But at that time, both Li Jiaqi and Mei ONE focused on the management of Li Jiaqi's personal IP. If Fu Peng stays in Li Jiaqi's team all the time, he will always be just a "little assistant" without his own name, let alone carry forward his personal IP. In other words, if you want to go from "little assistant" to "Fu Peng", leaving the live broadcast room becomes a must.

It can only be said that compared with Zhu Wangwang today, Fu Peng has not caught up with the "good times".

Create "Zhu Wangwang"

The current situation is very different from a few years ago, and Li Jiaqi's live broadcast room needs to change. Pushing the "Zhu Wangwang" IP is a new attempt by Mei ONE.

Mei ONE first spread a lot of live "golden sentences" clips of Zhu Wangwang and Li Jiaqi, so that more and more people paid attention to her. In the process, many bloggers began to discuss "Zhu Wangwang's dressing skills", "Zhu Wangwang's High emotional intelligence performance" and so on. Zhu Wangwang also took advantage of the trend and started operating her own Xiaohongshu account in January this year. She posted a picture and text of Mao Geping giving her makeup, which received more than 43,000 likes, comparable to a popular female star.

Xiaohongshu screenshot Not only that, Zhu Wangwang also appeared on ELLEMAN's new youth this year, completing his fashion magazine debut. Not long ago, she shot an income and expenditure advertisement, which was sent to the hot search by L'Oreal, the sponsor, and then released the news of cooperation with Hushubao.

Not to mention the company's intentional inclination towards Zhu Wangwang's traffic, just the endorsement of L'Oreal may be an internal resource. You know, 8 years ago, Li Jiaqi stood out in a Taobao live broadcast project competition organized by Mei ONE, and Li Jiaqi happened to be the sales champion selected by L'Oreal at that time. Now, it is just an olive branch handed over to Zhu Wangwang.

But the purpose of Mei ONE is not to cultivate Zhu Wangwang into "Li Jiaqi No. 2", but more to prove that even without Li Jiaqi, the live broadcast room can operate normally. And as long as they are willing, even if not everyone can become "Li Jiaqi", everyone can become the next "Zhu Wangwang".

In Mei ONE's latest recruitment push, Zhu Wangwang has become the most attractive sign. She specially shot a video about her transformation after coming to Mei ONE—more beautiful and more confident. Zhu Wangwang also shouted to all the preparatory anchors that Mei ONE "will make you very possible".

Not only Zhu Wangwang, Li Jiaqi’s assistant broadcast team began to appear frequently in his live broadcast room, such as Huowa, a bright and cheerful beauty assistant broadcaster, Ah Cheng, a male model who looks like the "tender version of Li Jiaqi", and Shea, a female model who can be salty and sweet... Li Jiaqi The live broadcast room has become a large-scale auxiliary broadcast "cultivation department" site.

In February of this year, Li Jiaqi officially announced the new variety show "All Girls' Anchor" that is being prepared, trying to use the reality show model to find new anchors from amateurs. The official Weibo explained this in detail. For example, participants have the opportunity to obtain the blessing of US ONE resources, e-commerce live broadcast training, traffic exposure, and Li Jiaqi personally accompanying growth, etc. Among them, the most attractive one is "Join Li Jiaqi's live broadcast team and become the top anchor of the whole network".

It can be seen that Mei ONE and Li Jiaqi's live broadcast team are looking for fresh blood to make their anchor pool more and more abundant.

Institutionalized operation of the live broadcast room

Li Jiaqi's retreat to the second line of the live broadcast room was almost unimaginable a few years ago. At that time, it was still the era of Taobao's "two giants". Li Jiaqi was anxious about the live broadcast data every minute. He himself said in an interview that he dared not stop broadcasting easily. He kept talking to the phone camera while having a fever, " Because as long as it stops for a day, the fans will rush away."

However, Li Jiaqi's 109-day suspension last year dealt a fatal blow to Mei ONE and Li Jiaqi's team. Therefore, when Li Jiaqi returned to the live broadcast room, Mei ONE immediately did two things. The first thing is to introduce the assistant broadcast team in the live broadcast room. The second thing is to lay out the matrix number and launch a new live broadcast room.

Just like "Bee Surprise Club" is to Weiya, and "Mushrooms are Coming" is to Sydney, Li Jiaqi also needs a live broadcast room composed of assistant broadcasting groups to share risks and prevent the sudden "disappearance" of the top anchor.

On the first day after Double Eleven last year, Li Jiaqi officially announced a new live broadcast room called "All Girls" during the live broadcast. Assistant broadcasters such as Zhu Wangwang and Qing Zi appeared in the new live broadcast room one after another, and through Lianmai Send flash kill benefits to fans. Li Jiaqi's purpose of attracting traffic to the new live broadcast room is very obvious. On the night of its launch, the "All Girls" live broadcast room received 7.59 million views and 500,000 fans, most of whom were old fans of Li Jiaqi.

Taobao screenshot During Double Twelve, Li Jiaqi's team hatched a second live broadcast room, like the "trumpet" of the previous live broadcast room, called "All Girls' Wardrobe".

It is worth mentioning that "All Girls' Wardrobe" is just like its name, and it is a vertical live broadcast room for fashion and clothing. Since Li Jiaqi was born in the beauty and skin care industry, his clothing selection has always been easily criticized for its single style, "all supported by a model's face". Now that there is a dedicated live broadcast room for clothing, to a certain extent, it also relieves Li Jiaqi's anxiety about product selection in his personal live broadcast room.

Li Jiaqi's actions also aroused more associations from the outside world. Generally, there will not be only one vertical live broadcast room. Now that there is a "wardrobe", will there be "snack cabinets", "dressing tables" and "home furnishing pavilions" in the future? Thus forming a matrix of vertical live broadcast rooms under Mei ONE.

In fact, no matter whether it is to assist broadcasting or deploy matrix numbers, the ultimate goal of Mei ONE is to weaken Li Jiaqi's personal IP and realize the construction of the live broadcast room's own brand culture. While Li Jiaqi still has a lot of traffic, distribute the bonus to more live broadcast rooms and new anchors as soon as possible.

But it is not easy to get rid of the big anchor dependence. From the current point of view, the popularity and sales of the head live broadcast room are directly related to the big anchors.

For example, when Luo Yonghao went to start a business for N times last year, he almost couldn't make friends in the "Make Friends" live broadcast room. In the July-September rankings of Douyin Live Streaming, Dongfang Selection topped the list for 3 consecutive times, while making a friend was once squeezed to the ninth position. In desperation, Luo Yonghao ran back to save the field.

make friends live Now Li Jiaqi's team is facing similar problems. If Li Jiaqi disappears too early and Mei ONE puts all its attention on promoting the broadcast, it will easily lose users, resulting in loss of traffic, and Li Jiaqi's live broadcast room will also become a second-rate live broadcast room. But if Li Jiaqi sticks to the front line, it will increase the risk, and it may only be a matter of time before the next broadcast is stopped. How to grasp this degree and complete the handover smoothly is not a small challenge.

The transformation of the live broadcast room is happening. "All Girls" still needs Li Jiaqi now, but Mei ONE must plan ahead and find new stories besides Li Jiaqi.