The King of Lipsticks
An influencer or a magician?
Qiaqi Li （Austin）is one of the most famous bloggers and sellers through TikTok or TaoBao ，which is kind like the Amazon in China. He is also an influencer, trying one lipstick color and this specific color can be popular through the whole network. His total sales amount in a month is nearly 142 million dollars.
Magic mantra
Austin can create a sense of scarcity. For example, “I only have tens of thousands of copies”, and “XXX is out of stock recently, maybe he will come to you next month”.As he will tell you, the intensity of this promotion is very rare. If you miss this purchase, you’ll wait until next year.
“Magic mantra” is another skill Austin applies in his Live broadcast including the signature mantra of tone, volume, and rhythm. Firstly, the drawl. For example, “oh — my — god!” “A — ma — zing!” “It’s s — -o — beau — tiful!”. Drawn-out notes can draw back the attention of the audience. If the same sentence is repeated in drawn-out notes, it will deepen the impression and create the effect of memory points. Secondly, it will enhance the volume. The volume that Austin uses in the live broadcast is too large and too strong. Such sound can bring people full of passion and excitement (basically equivalent to the high arousal level of psychological theory), and the high arousal level is positively correlated with impulse consumption. Austin creates peak and end moments with her own style, and creates a series of exciting live broadcast experiences that fans can recall, so as to attracting new fans and retaining old fans.
All girls should be equal in Austin’ s broadcast
If you want people to like you, the first thing you have to do is to respect them. Austin is a woman’s friend because he respects every woman. When he broadcasts, he always uses “all girls”, no matter how tall or thin, in his broadcast, all of girls are equal. Austin’s sales process focuses more on talking to customers. After staying in the studio for a long time, the host will remember your name and be more enthusiastic. Every time you leave a message, the host will repeat it and interact with you. As a girl said: “The warmest thing I did every day was to interact with anchors in the studio and watch them full of energy. While I was passing the time, I felt my mood became better.”
For a lonely person, the warm demand in Austin’s broadcast becomes a personal emotion. At the same time, the most important “customer stickiness” in the market economy is formed.
To conclude
You might think it’s ridiculous to be a fan of a salesperson, but it makes sense in Austin’s studio. An impressive livestream needs not only professional ability, but also its own characteristics and personality which is adored by the audience.
