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interface news reporter | cheng lu

interface news editor | wen shuqi

the double 11 horn has just been blown, and the live streaming e-commerce organizations’ “going overseas war” has welcomed a new player - mei one, the company to which li jiaqi belongs.

on september 24, mei one launched its overseas business layout and established a new international development department. in mei one's official recruitment channel, several international development-related positions have been released recently, including content operation, live broadcast control, product operation, tiktok account operation, etc.

among them, the position of "live broadcast control" requires the ability to speak indonesian, which means that mei one's first stop overseas may be the southeast asian market. the position of "tiktok account operation" requires familiarity with various short video content, as well as various overseas social media cultures including tiktok, facebook, and instagram.

regarding the above news, mei one officially responded to jiemian news: "the company is expanding its business as usual. thank you for your attention. if there are any related actions in the future, we will synchronize them in time."

unlike its competitors who directly build teams overseas, most of the overseas positions recruited by meione are located in china, while the "live broadcast control" position directly responsible for the live broadcast room is located in shanghai.

however, jiemian news learned that in july, mei one recruited live broadcast operation-related talents in north america through headhunters. the recruitment requirements mentioned that it was necessary to cooperate with top internet celebrities, formulate live broadcast room operation strategies, and understand the local laws and regulations of the live broadcast industry. the live broadcast channel is tiktok.

since the beginning of this year, competition in the live streaming e-commerce industry has undergone some new changes. low prices are no longer a competitive advantage for platforms or anchors. the domestic live streaming e-commerce market has gradually become saturated, and competition has entered a white-hot stage. all anchors and institutions must continue to innovate.

on the eve of 618, li jiaqi said that this year's big promotion is difficult, "but i like to find breakthroughs in the difficulties, push myself in the difficulties, and then see what we can bring to users." going overseas may be the next growth point that can open up the mei one situation, and the overseas live e-commerce market is still a blue ocean.

however, li jiaqi and mei one's competitors have already started their overseas businesses one after another, and their overseas expansion methods have different focuses. li jiaqi's company is considered to be a latecomer.

in may 2023, the xinxuan group of kuaishou's "super head" simba launched its international expansion plan, with thailand as its first stop. in the second half of last year, the three sheep behind douyin's "super head" xiao yangge began to plan their overseas expansion, with singapore as their first destination. in january this year, its live broadcast with local influencers set a new record for tiktok's e-commerce sector in the region, mainly through products from its own supply chain.

in addition to incubating overseas local companies at an early stage and creating a kol matrix, jiaogepengyou's overseas expansion method is mainly to deploy overseas e-commerce training business, provide overseas training for domestic cross-border merchants, and carry out training business for overseas local merchants.

among the competitors that have already gone overseas, yaowang technology is a reference case that is closer to mei one. the advantages of both parties also lie in mature live e-commerce operation experience and the accumulation of strong brand supply chain resources. however, yaowang is more of a localized approach. in 2024, it established an overseas tiktok live operation team and has tried tiktok live streaming in southeast asia and north america, integrating local live broadcast infrastructure, supply chain, talent resources, logistics services, etc.

mei one decided to start from china to enter the overseas market, as the cost of trial and error is relatively lower. on the other hand, li jiaqi's advantage lies in the close relationship with domestic brands. a number of domestic brands such as zhuben, winona, and proya have "gone viral" in his live broadcast room. the supply chain advantages of these brands can be extended to overseas markets.

li jiaqi once mentioned that in the internet age, a popular trend can influence the world. he has seen many cutting-edge domestic cosmetics brands that are very popular overseas and often rank among the top on overseas cross-border shopping platforms. "i hope that one day when i walk in france, i can see a flagship store of a domestic brand next to estee lauder or guerlain."

however, if "superheads" and institutions want to replicate the successful path of domestic live streaming e-commerce, they still face many challenges, such as localization, legal compliance, and cultural differences.

back to mei one, the organization has also been exploring more business models this year. it has not only tried its own brand and ai digital live broadcast, but also incubated more "de-li jiaqi" business ips and brought sales to offline physical stores. today, mei one has developed into a live broadcast e-commerce organization with more than 1,200 employees.

behind the institutions' pursuit of diversification is the increasingly competitive live e-commerce market. in the future, whether li jiaqi's company can successfully go overseas and launch its own brand, standardization and professionalization may be the key competitive points.