He may be the poorest anchor of Douyin.
There are no assistants, no words, no atmosphere, and even the live broadcast room is made of paper paste. But he unexpectedly caught fire, with fans exceeding 5 million, and in the past 30 days, he won 100 million sales, and his popularity once surpassed that of Luo Yonghao, a brother of Douyin.
However, the new anchor, who is known as the "clear stream" of douyin with goods, has a lot of potential, his name is Hao Shaowen, before doing live streaming with goods, he was already an actor who had been famous for many years.
I believe that many post-80s and post-90s friends will not be unfamiliar with him. Hao Shaowen debuted at the age of 4, became popular by starring in "Laughing Forest Boy", and the role played by "Stinky Fart Wen" is the childhood memory of countless people.
Unexpectedly, the child star who has "disappeared" for many years has also joined the wave of live streaming with goods, and the results and word of mouth with goods are not bad.
1/ Start with a "commissary"
In June 2020, Hao Shaowen began to test the water live, when he was tepid with goods, the average sales were only 10,000 yuan, but he was not in a hurry, quietly introduced products, occasionally took short videos, and did not have any star baggage.
Until the second half of 2021, some netizens were attracted by this "tattered" live broadcast room and pulled out his past experience, which aroused the public's attention.
Netizens found that Hao Shaowen's live broadcast room did not have luxurious decorations, no big-name products, and even personal live broadcast dress was not specially prepared. Only to see him slowly introducing products in his pajamas, casually pasting handwritten "Commissary" and "Hao Shaowen" on the wall are his live broadcast signs.
Hao Shaowen's simple cargo environment and Buddhist style of carrying goods are in strong contrast with other high-profile stars who have entered the Douyin with goods, so the attention is getting higher and higher, and it began to break out in November 2021, and even surpassed Luo Yonghao on November 24, occupying the position of top 1 in the list of goods on the day.
In addition, on January 4, Hao Shaowen's "birthday special" brought goods, and the field view was as high as 9.6 million, with single-day sales of 13.7 million yuan. Hao Shaowen's live broadcast room was also upgraded from "commissary" to "small supermarket", and Hao Shaowen, who has been wearing pajamas to broadcast live, also changed into a handsome suit.
The reason why Hao Shaowen's live broadcast room is named "small shop" and "small supermarket" is because the goods he brings are mainly daily necessities and snacks, and as the live broadcast room explodes, the categories he brings are becoming more and more abundant. In the past 30 days, there are more than 400 kinds of goods, of which food and beverages account for more than 40% of the live broadcast category, with total sales of about 46.87 million, in addition to food and beverages, personal care, fresh food, household products, maternal and infant pets and other categories of goods also appeared frequently in his live broadcast.
Among them, the sales of pure cotton face towels with a unit price of 29.9 yuan were the highest, reaching 210,000 pieces; followed by snail powder, good shop gift boxes, cherries, cheese sticks, house cat diary biscuits, Novum truffle chocolate and other leisure snack products; in addition, the sales of bedding and toothpaste sets were not low.
2/ Be a quiet anchor with goods
Wearing pajamas, with eyes, talking without haste, smiling and squinting to show each product to consumers. When selling cherries, they will try to eat themselves, when they sell masks, they will wear them on their faces, and even persuade consumers to "do what they can", if they think it is too expensive, do not buy. This is the overall perception of Hao Shaowen when he broadcast live, and it is this "grounded" style of carrying goods that makes him look very different among a group of anchors with goods, so he is jokingly called a clear stream of goods by netizens.
Let's look at the early layout of Hao Shaowen's live broadcast room. A curtain cloth was draped over the wall, and three pieces of white paper were pasted on it, stitched together in handwriting to form "Hao Shaowen's Pajamas Commissary", which was simply the most shabby star live broadcast room of Douyin.
And in the live broadcast room is only Hao Shaowen alone, there is no help to control the atmosphere of the broadcast field, there is no high-definition camera, there is no script routine, compared with some big anchors who can't move to beat gongs and drums, pulling their throats and roaring to sell goods, Hao Shaowen's quiet and peaceful is indeed refreshing, and his name for netizens in the live broadcast room is not "family, baby", but a more cordial "classmate".
In the process of Hao Shaowen bringing goods, there was also an episode.
Previously, Hao Shaowen had brought a 5-pound package, priced at 198 yuan of cherries, but was complained by consumers that "too expensive", Hao Shaowen immediately responded " Classmates, this cherries are imported from Chile, it is indeed a bit expensive." Everyone consumes rationally, we will buy if we can afford it, and we will not eat if we can't afford it. ”
For Hao Shaowen's response, some netizens said that they could not afford to eat, "this is too hurtful", Hao Shaowen still did not get angry, said "not that they can't afford to eat, (but) everyone has their own standards", and finally smiled and said "I can not bring this product", and then stopped the introduction of Chelizi and re-introduced some daily necessities with a price of 19.9 to consumers.
Hao Shaowen's set of operations, consumers directly pulled his good feelings full, many netizens finally ordered this 198 price of chelizi, and even many consumers released their own "buyer show" on Douyin. Said that "Hao Shaowen (selling) the sweetest", about the price of some netizens said "198 yuan 5 catties, cheaper than the two of you.".
This Chelizi Hao Shaowen has been brought in 8 live broadcasts, with sales of 3.36 million, a total sales volume of about 16,000, and the highest sales volume of a single game is about 5880 pieces, which is also a very good result compared with the sales of Chelizi in other live broadcasts.
While achieving good results with goods, Hao Shaowen's reputation in Douyin is also very good, everyone likes his gentle voice and quiet live broadcast atmosphere very much, and Hao Shaowen's cute appearance reminds many netizens of Wenzai's "stinky fart text" in "New Oolong Courtyard", and it is another wave of memory killing.
Hao Shaowen used the combination of "anti-conventional", "no routine" and "memory killing" to lay a world for himself on the vibrato live broadcast with goods.
3/ Life will be bitter, and memories will be sweet
Just as Hao Shaowen's personality signature "There was a little monk once upon a time, and now he is still just as fat", his personality is the same as many years ago, without much change.
Among the two videos he put at the top of Douyin, one was a small short film paired with the old drama bone "Zhang Chenguang", which received a total of 864,000 likes. The short film begins with "I have a friend", telling the story of an aging father who gradually forgets his children, but remembers that his children like to eat oranges the most, which makes many viewers moved.
The warm background of the short film fits well with the "warm big brother" created by Hao Shaowen, and Hao Shaowen's professional interpretation of Zhang Chenguang once again said like the public, "I am an actor".
Another video at the top garnered 2.361 million likes. This video is for "pet fans", at the request of fans, hao Shaowen, who grew up, dressed up more than 20 years ago in the movie "stinky fart text", white T-shirt, suspender pants, anti-hat, grasping the open placket, squinting eyes, full of vigor strides, growing up "stinky fart text" and the childhood Hao Shaowen picture switch back and forth, a high-scoring memory killing work appeared.
Fans have recalled the story in the comment area, and some netizens have slightly regretted that "there are too few fans, come on, I like to watch your movies in my childhood."
Today, Hao Shaowen is 32 years old, and he was only 4 years old when he first entered the public eye. At that time, because of his father's work, Hao Shaowen, who appeared in an advertisement, was taken in by Zhu Yanping, who was looking for a small actor for the movie "Laughing Forest Boy", and then appeared on the big screen with Shi Xiaolong.
With a good personality, as well as Hao Shaowen's cute image and natural acting skills, Hao Shaowen became angry, and in the next 4 years, he filmed film and television works such as "New Oolong Courtyard", "Ten Brothers", "Nezha vs. Monkey King", and in 2003, Hao Shaowen returned to school and left the show business circle.
In school, Hao Shaowen was also a good student, and with his own efforts, he was admitted to the Department of Transportation Management of Tamkang University in 2008. But during this period, Hao Shaowen's life was not easy, although he earned a lot of remuneration for film and television works in the early years, but due to his family, Hao Shaowen, who had not yet entered the university, experienced "bankruptcy", and he often did a lot of part-time work in order to subsidize the family.
At that time, after Hao Shaowen was recognized, the interview with the media was equally peaceful, he said, "I work without stealing or robbing, this is not an unseemly thing, I am not more noble than ordinary people, through my own efforts, there is food to eat, this is something to be proud of." ”
After entering the university, Hao Shaowen came back to participate in the performance of "Shining Days" in 2009, when he thought that everything was going to develop in a good direction, Hao Shaowen, who was just a sophomore, ushered in the pain of losing his father, but the successive blows of life did not knock him down, he was still warm and peaceful.
In the face of many problems in life, Hao Shaowen did not completely give up his acting work, and his most recent appearance in the circle was in 2011, when he played a supporting role in "Those Years, the Girl We Chased Together", and then he also participated in variety shows and played supporting roles in some film and television works.
Today's Hao Shaowen, after experiencing many twists and turns in life, still shows a positive sunny side to the public, and his attitude is displayed in the live broadcast room, infecting and warming every audience. In the arena of live broadcast with goods, he explored the mode of carrying goods without routines and without acting, giving consumers good products and good experiences, even the poorest live broadcast room, he can also sell good goods.