Editor's introduction: During the eleventh holiday, the people around you who are married are piled up, and when you are single, you will be urged to marry by your parents and relatives at the same time. The appearance of the live broadcast red bride seems to have saved busy people who have nowhere to find marriage. Live broadcast red bride, more like a form of "non-sincere do not disturb" on the vibrato kuaishou, this new live broadcast model, its development prospects? The author has analyzed the live broadcast mode of live broadcast red brides, let's take a look.
Chen Lang, who did not return home during the eleventh holiday this year, as he expected, was still urged to marry by his parents and relatives.
His vacation has not yet begun, just in the "Love family" WeChat group, was a relative "Amway" live broadcast red bride, his mother immediately added a sentence, "holiday work is not busy, take time to watch the live broadcast, their own things to pay attention." ”
This is the first time Chen Lang has heard of the live broadcast of the Red Lady, "Will someone introduce themselves in this 'public place', but also chat with the other party, and be matched by the Red Lady?" With curiosity, he opened an anchor's "start reminder".
At less than 9 o'clock that night, he followed the notice popped up by TikTok into the anchor's live broadcast room, as if he had arrived in a new world.
In the live broadcast room, there is a red bride as an atmosphere group, and each guest of Lian Mai directly introduces his mate selection criteria and petty habits to the camera, recalls how he was delayed step by step, and was sad that the requirements were too high at the beginning, and even counted the N major crimes of his ex-wife/ex-husband.
For a few moments, Chen Lang was a little confused: should he also give up "free love" and talk directly to Mai?
In fact, the live broadcast red bride is also called short video red bride, which is already a large-scale anchor group on the Douyin and Kuaishou platforms, and the work content is to help people match people in the live broadcast room or in the form of video, and sell blind date services, which can be understood as the live/short video version of "Do Not Disturb".
When the red brides live, they will serve as the host and invite men and women with mate selection needs; and the vast majority of red brides' short video content is very basic, basically these categories: introducing the information of the marriage partner, live broadcast / offline meeting preview, posting fan thanks screenshots / blessing successful couples, and some business introduction / red bride recruitment, and output "dry goods content" for blind dates and men.
Open pineapple finance squatting in multiple live broadcast rooms found that the age span of men and women who come to the blind date is very large, there are 70, there are also 00. When the anchor of the red bride has men and women, from the 60s to the 90s, 9 p.m. to 11 p.m. is the peak time of the live broadcast, early, starting from 6 a.m., late, to the second half of the night is not broadcast.
However, because of the obvious geographical restrictions of the red bride business, the accounts of more than 100,000 fans already belong to the large number, and the number of fans of most accounts ranges from thousands to 20,000, but the number of likes of some red brides' short video works can exceed 100,000.
What is the magic of live red brides? How do they "brainwash" single men and women? How profitable is the live broadcast red bride who is described by some entrepreneurial/wealth management accounts as "making money part-time"? This article attempts to find the answer.
<h1 toutiao-origin="h2" >, live broadcast red bride, put "non-sincere do not disturb" on the vibrato kuaishou</h1>
"Don't ask so many questions about the male guests in Shangmai, here is to see the edge of the eyes, where, age is not important, as long as the beauty gives you some attention, you can come down and talk about anything you want."
Chen Lang brushed to this live broadcast room and couldn't help but stop, "The girls in the live broadcast room are very beautiful, but they always feel that something is wrong."
Male guests are entering slogans to queue up Lian mai, brush gifts can be cut in line, lian mai need to open the camera, almost no questions are allowed, can only say the number of the female guests they like. "How old is Number 6?" "Where's number 7?" "Can you make friends here?" Such questions of male guests will be immediately stopped by the red bride, "Don't say don't ask, do you want to be banned by shaking daddy", "I don't know how old the beautiful woman is, where, click the beginning like the information is written".
Male guests do not let to say too much, female guests talk less, the red lady only let the female guests shake their heads or nod, equivalent to directly extinguishing the lights or bursting the lights, nodding means agreeing to pay attention to each other, then the male guests need to send sunglasses (99 shaking coins, equivalent to 9.9 yuan). The male guest who is turned off the lights will be immediately dismissed by the red lady and replaced by a Lian Mai.
If the number of people in the live broadcast room declines, the red lady will let the female guests perform their talents, mainly singing; or introduce their own business, "I don't know what I do in the live broadcast room, look at this", and then light up the "love and dating" light sign.
Open pineapple finance found that agree to pay attention to each other with male guests to know the female guests, or will continue to wheat "business", in addition, the layout of the live broadcast room is also very distinctive, the red bride is fixed in the upper left corner position, the C position of the nine palace grid by male guests take turns on the wheat, around a circle are female guests.
The form is closer to the show live broadcast, not so much a blind date, but rather a "non-sincere do not disturb dating", the host calls himself "Red Lady", the account introduction is to help people meet, but the focus of the words in addition to letting male guests choose girls, let female guests perform talents, and guide male guests to brush gifts.
A red bride repeated in the live broadcast room, "Now the most gifts in the whole field is No. 6, is there a big brother to help which beautiful woman exceeds No. 6"; "For which beautiful woman has an eye rim, you can send a gift to the beautiful woman, so that the beauty knows your intentions." When encountering a gift brush, the female guests usually do not express gratitude, but the red bride will focus on thanking the big brother who brushes the gift and send blessings.
Image Source / Network
"Opened your eyes, the average person will not go on a blind date in this kind of live broadcast room." Unless it is a first-generation netizen who is easy to be deceived, or a beauty lover who just wants to chat with beautiful women. Chen Lang said bluntly.
During the Eleventh Golden Week, after opening pineapple finance and squatting on vibrato and kuaishou multiple blind date live broadcast rooms, it was found that in addition to the above-mentioned non-sincere do-not-disturb dating, most of the blind date live broadcast rooms are simple Q&A forms, and the red bride's work focuses on information collection, pairing services, and some will answer emotional questions.
As soon as the guests got on the wheat, the common phrase of the red lady was "Where did it come from?" What year? First-hand (unmarried) or second-hand (married)? Are there obedient (children)? (Child)
Whatever you want? Are there any regional age requirements? "At the same time, the record work will be done.
For example, in the live broadcast room of "XX (City) Blind Date Off-Single Chat and Dating Group", the red lady repeated many times, "XX's hurry to find me, I give us XX's male and female sticks to send male and female friends."
Subsequently, the red lady successively connected two divorced male and female guests, and began to match the two, "No. 5 Mai and No. 4 Mai, you are both second-hand, make up a pair, okay?" After learning that both sides wanted to find a blind date in the local area, they began to call the members of the resource library in Hunan and Northeast to let them go to Mai.
In the end, these two did not find the object of initial communication, and the red lady said, "You should come to my live broadcast room to pay attention, see the interest on the wheat, and chat well to meet offline." I succeeded here for two or three pairs, ran to the spot, received the certificate, and invited me. ”
There are also some red brides with high activity in the live broadcast room, who will focus on answering questions for Lianmai guests, and guests generally ask whether their own conditions are good or not, or some experience problems in the blind date process.
For example, an 83-year-old unmarried girl claimed that she had no direction to choose a spouse, and the advice given by the red bride was, "To take into account the divorced and male who has children under his name, and don't always care about whether the other party has a room, maybe because of divorce and no room, but the income is not bad", "to find through multiple channels, you have to mobilize relatives and friends around you at this age, tell everyone that you still have a strong desire to get rid of the stick", "You now pick men to reduce their value, you can't all want it, you can't work well, you may be very hardworking, you may have a sense of responsibility, you can consider it."
<h1 toutiao-origin="h2" > second, live broadcast red bride's business experience</h1>
The men and women who go on blind dates in the live broadcast room, the large ones are after 70, the small ones are after 00, and some are parents who come to help their children inquire about the situation; there are shy novices, and there are also veterans who are extremely adapted to the camera.
Lan Jie is a red bride on Kuaishou, and she told Kai Pineapple Finance that "generally young people are easy to be shy", so the red bride needs to enliven the atmosphere in the live broadcast room. Kai Pineapple Finance noted that a red lady advised both men and women not to be shy in the live broadcast room, "Everyone is sincere, boldly say their own requirements, you are real, I am true, you fake me turn around", "Business is not a friend, marriage can also be a friend, talk more."
Qu Duo sighed after watching the live broadcast of the two-night blind date, turning on the camera and even mai's guests, what to do, some walking, running, cooking, driving, and even sleeping with their eyes closed.
"It's as if their lives are supposed to be doing something, unaffected by the camera." But since it is a blind date, it still feels that the degree of attention is not enough. ”
There are blind dates of Lianmai, some lying down, some with closed eyes, some working on the desk, and some eating
In Lan Jie's view, the threshold of live blind date is very low, there is no need to be too formal, at the same time, live broadcast red bride is a relatively free profession, want to start broadcasting, want to broadcast how long to broadcast, but must be the more diligent the more profitable.
Open Pineapple Finance found that the red brides who started broadcasting in Douyin and Kuaishou have men and women, mostly women, old and young, from the post-60s to the post-90s.
From 9 p.m. to 11 p.m. is the peak time of the red bride live broadcast, the older red bride started broadcasting time early, some started broadcasting from 6 o'clock in the morning, and some post-90s red brides did not broadcast in the middle of the night.
In most cases, the live broadcast does not affect the red bride's home activities, there are red brides facing the camera more casually, eating, washing, half lying down, and often there are red brides driving live broadcast "leaving the seat", in this case there will also be loyal fans staying in the live broadcast room to wait or chat.
After the red lady left for a while, the blind date began to chat
The geographical label of the red bride is very clear, generally to a city, a province or several neighboring provinces to do blind date services, some will build two types of communities at the same time, unmarried groups and divorced groups, and some service groups are more clear, will directly mark "to solve the problem of older men and women off the list", such as a post-60s red bride live broadcast room attracted more than 70s men and women.
There are also techniques to follow when the live broadcast red bride. Lan Jie's experience is that the first step is to locate the crowd in the same city, understand the basic situation and mate selection standards with fans in the live broadcast room, do a good job in registration services, and Lianmai guests need to brush small gifts for the anchor, in order to screen out fans who really have the intention of dating.
The next step is to build a community, some men charge women for free, some charge both sides, low 50 yuan, high hundreds of thousands of yuan. A red lady that Qu Duo pays attention to has 130,000 fans, but there is a threshold for joining the group: college education or above, annual income of 100,000+, permanent residence with a house, a car, four conditions need to meet two or more, in order to pay 598 yuan / year to enter the group.
"Couples who have successfully matched can go back to the live room to brush gifts to express their gratitude." Lan Jie revealed that the picture is not gift money, but to enhance the popularity of the live broadcast room, show the level of business, and enhance the trust of other fans. The most profitable link is to hold an offline blind date meeting after having a blind date resource library in the same city, collect relatively cheap ticket fees, but pull sponsorship and earn sponsors' money.
Group admission fees, gift money, and sponsorship fees are the main sources of income for live broadcast red brides.
Open Pineapple Finance found that only a very small number of red brides opened the live broadcast with goods, such as a red bride with more than 100,000 fans, in the process of helping people matchmaking in the live broadcast room, while bringing goods a "heightened insoles", encountering guests who are not tall, will focus on recommending the product.
However, in order to make money, the difficulty for novice red brides is to let blind dates and men come to the live broadcast room, commonly known as sucking powder and pulling new. Lan Jie said that "live broadcast and short video are good means."
Open Pineapple Finance found that in the live broadcast room, some red brides will talk about cases of successful hand-holding; some red brides often perform talents, such as singing; and some red brides will and other anchors/red brides even wheat PK, which are all ways to attract popularity.
Live broadcast Red Lady Lian Mai PK
Interestingly, most of the red brides who provide blind dates for older men and women, the short videos released are relatively rough, basically speaking in front of the camera, coupled with red subtitles, the content is generally a topic that blind dates men and women care about, such as "the marriage problem encountered by older women" and "How do poor people marry their wives?" "Is it a match in marriage?" More short video works of the Red Lady are "singing" old songs with the same costume and background board to the mouth.
However, the number of fans of this type of account is basically four digits, and the other type of red bride account for the post-80s and post-90s, if it is well operated, the number of fans ranges from tens of thousands to hundreds of thousands.
The short videos of the latter account are more abundant, which can be roughly divided into self-selling and boasting type, dry goods type, selling anxiety type and suppressing opponent type.
Videos of self-selling boasting are generally screenshots of return visits to men and women who have been matched or posted fans to thank them. Dry-goods videos with topics such as "What if you meet a competitor on a blind date?" "Short boy off the single problem" "Is it reliable to find a little milk dog?" "What details should be paid attention to when going on a blind date", "Six dating topics that are not cold" and so on.
Selling anxiety-type videos accounts for the majority, put a few titles to feel: "In the future, half of the girls may not be able to find a partner if they do not lower their requirements" "If a woman does not marry for a lifetime, what will she live like?" "What harm is it for men to be single for a long time?"
The "opponents" in the opponent-type video include other red brides and peer institutions that do red bride training. For example, a red lady said in a short video, "A certain ji home, a certain union, a certain love, in the local area has been driven away by us, but the reason for our competition is high prices, opaque operation." ”
However, no matter what type of short video, the purpose is to increase the exposure of the account, to collect user information and provide blind date services.
<h1 toutiao-origin="h2" > third, live broadcast red bride, making money is really as simple as breathing? </h1>
On Douyin and Kuaishou, "Live Broadcast Red Lady" has become one of the part-time jobs introduced by some short video accounts. There are many accounts positioned to "share entrepreneurial dry goods" to describe that when the live broadcast is red, "making money is as simple as breathing".
Their common words are that China's single population has exceeded 200 million, the blind date track is still a blue ocean, the two major platforms of Douyin Kuaishou have not yet been professionally do blind date resources, as long as you can chat, you can make money, the needs of these men and women are stored, the contact information of the other party must be rewarded, and most importantly, the investment is very low, there are mobile phones, brackets, sound cards, these basic live broadcast equipment is enough.
There are also accounts that directly lock the target group, such as "Bao Mama in a small county town": live broadcast red bride is very suitable for small county moms to start a business at zero cost, the operation process is very simple, register a vibrato, send a few high-quality works of blind dates, simple and rough, directly open live broadcast, do not know how to buy a few books related to the red bride to see, the child sleeps, you have a lot of time to broadcast.
In Lan Jie's view, some financial management and entrepreneurial accounts exaggerate the live broadcast of red brides, the purpose may be to sell classes or sell brushing tools.
There are also some senior red brides who put forward the concept of "red brides for all", claiming in the video that their monthly income is stable at "several W's" to promote the teaching of red brides, and many red brides also specially mark "receiving apprentices" in their accounts and profiles.
Lan Jie said that some live broadcast red brides make more money than false, but basically there are practitioners who have previously had blind date resources; the blind date market is huge and not fake, but the red bride is divided into offline physical store red bride, live broadcast red bride, public welfare red bride, folk red bride, etc., the recognition of live red bride is not high, not to mention the current group of fish and dragons.
In particular, the resistance of the post-80s and post-90s to live blind dates is very strong. According to Lan Jie's recollection, there was a post-60s mother who visited her live broadcast room many times to find a suitable blind date for her son, and she locked several target girls according to the requirements, but this son was always reluctant to connect mai.
After Chen Lang and Qu Duo watched the live broadcast of the blind date for several nights, they did not participate in Lian Mai.
Chen Lang said that it still needs to be observed for a while, but watching the live dating broadcast at least clarifies his position in the blind date market, and also learns some common sense of blind date, such as in the divorced blind date group, it is obviously "heavy daughters over boys", that is to say, the same divorce with children, with girls is more easily accepted than with boys. "I may also look at it when I have time in the future, after all, it is very convenient to watch the live broadcast of the blind date, and I can see it 24 hours a day."
Qu Duo used to make friends on social software before, her feeling is that girls are more popular on social software, but it is difficult to form effective communication, "the boy who matches me will take the initiative to speak, but when you talk about two sentences, you don't know what to talk about, even if you add WeChat, you will slowly become the next passerby."
"Maybe the blind date still needs special guidance." This is also the reason why Qu Duo began to pay attention to the live broadcast of the red bride, but the perception after watching it is not good, "the blind date market is too unfriendly to older girls, and the routines are 'persuade older women to work together to find someone to marry.".
For example, some red brides emphasize that there must be shortcomings behind any advantage: talented and ugly, handsome peach blossoms, those who make more money regardless of home, too concerned about the family, there is no romance, romantic unreliable, reliable and nested.
She also brushed up on a type of video of red women using the "male-female collocation principle" to sell anxiety to older women. The so-called principle of male and female collocation, is to divide the marriage group into ABCD four, respectively, representing excellent, good, medium, general, boys in the choice of mates generally look down, girls generally look up, according to this principle, A man to find B women, B men to find C women, C men to go to D women, and finally left are A women and D men.
This kind of video will generally persuade A woman like this: A woman wants to find A + man, has already become someone else's husband, A woman once over 30 years old to lower their posture, you can find A man, B man, so that it is easy to marry.
"It is the duty of the red bride to match both men and women and lower the expectations of the strong side, and we often teach the man how to please the woman, and say good things about the man before the woman."
Lan Jie's experience is that in addition to the lack of understanding of the service object, the risk of live broadcasting of the red bride is not only staring at the screen for a long time, the cervical and lumbar spine is affected, some people have accumulated hundreds of yuan or even thousands of yuan in a few months, if they do not feel the corresponding service, they will say something unfavorable to the red bride in the live broadcast room. If there are more complaints, the account will also be affected.
In the process of opening the pineapple financial squatting point, it was found that whether it was "non-sincere do not disturb dating" or the Q&A type of live broadcast of blind date, there was a sudden pause. Lan Jie explained that it may be reported, it may be that sensitive words are said, or there are sensitive pictures. In addition to the large size, the experienced red lady has one or two trumpets to prevent risks.
At the request of the interviewees, Chen Lang, Qu Duo, and Lan Jie were pseudonyms in the text.
Author: Jin Jiepan, Editor: Wei Jia; Public Account: Kaiboluocaijing
This article was originally published by @Kai Pineapple Finance everyone is a product manager, and reprinting without permission is prohibited
The title image is from Pexels and is based on the CC0 protocol