李佳琦直播间线下IP“所有女生的快乐市集”引领线下消费新体验

Core Insights - The event "All Girls' Happy Market" created by Meiwang took place in Guangzhou during the National Day holiday, attracting a large number of citizens and tourists, enhancing urban consumption vitality [1][3] Group 1: Event Overview - The market featured over 30 popular brand booths including Olay, Procter & Gamble, and Clarins, offering free samples and full-size products across various categories such as beauty, skincare, snacks, and daily necessities [3] - From September 30 to October 4, the market distributed a total of 400,000 free samples to consumers [3] Group 2: Consumer Engagement - The market adopted the "from shelf to street" concept, bringing selected products from Li Jiaqi's livestream to offline consumers, allowing them to "try before they buy" [3] - Consumers could participate in interactive stamp collection to redeem gifts and received product discount coupons from brands [3] Group 3: Cultural Integration - The market included check-in points for popular variety shows and featured a pop-up beauty store, creating a relaxed atmosphere for visitors [4] - Meiwang's team studied local consumer habits and aesthetic preferences in Guangzhou to enhance local citizens' familiarity and provide tourists with insights into Cantonese culture [4] Group 4: Brand and Industry Impact - The success of "All Girls' Happy Market" across the country has expanded the brand influence of Li Jiaqi's livestream, offering a more diverse shopping experience for consumers and a broader platform for brands [4] - This innovative model enriches consumer shopping choices and provides new ideas and directions for the development of the e-commerce livestreaming industry [4]