After all, it was Dong Jie

Author | The road is late

Dong Jie, who has been silent for many years, returned as a "explosive model".

In the live broadcast room on February 24, 6 hours of uninterrupted, 0 hosts, only Dong Jie was present, no microphones and colored lights, more than 2 million people watched, sales exceeded 30 million.

Not hurried, the cloud is light and breezy, how did Dong Jie, 42 years old this year, do it?

The last one who broke out a bloody road by relying on live broadcast to bring goods and became famous overnight in another way was Dong Yuhui, who brought 20 billion market value growth to New Oriental.

In recent years, there seems to be an unwritten rule: a public figure who has been invisible on the Internet for a long time, when his name suddenly appears, there are two possibilities - either scandal or selling goods.

But there is often overlap between the two.

In the past year or two, there have been many stars who have been exposed to fakes, the "Panga Friend" who was ridiculed by the group, Ye Xuan who "sold ugly" in autumn clothes, and Yang Zi, who overturned his quality... The star live broadcast room has become a place more dramatic than drama, and a vanity fair with mixed truth than the entertainment industry.

Dong Jie's live broadcast room

It is worth mentioning that before creating the top seller, another news related to Dong Jie was that on February 5, he and his ex-husband Pan Yueming took their son to the Lantern Festival and set off fireworks, and this recognized strange couple reconnected with each other.

But netizens who have been surfing for a long time are hard not to be shocked. On Weibo, this news is associated with terms such as "century reconciliation" and "century compound", and the once seething derailment and mutual tearing seem to have disappeared overnight.

Thinking about it now, it is difficult not to subtly link a "firework" to a "live broadcast".

But these are no longer relevant, as the saying goes, the network has no memory, but what should really be remembered is often not relying on the Internet, and what can leave traces on the network is always those details that have a sense of reality and can enter people's hearts.

A gossip public opinion news has been liked and forwarded millions of times, and the association with real individuals may not be as good as grabbing a favorite discount product in the live broadcast room.

01

Dong Jie's living room

In fact, most people ridicule or even dislike celebrities for bringing goods, the focus is not on having opinions on specific products, but more on a subconscious, intuitive aesthetic discomfort, a tear brought by impressions and perceptions.

I have to admit that compared to the fictional world in movies and TV series, the live broadcast room is too grounded space.

And to some extent, another term for "grounded" is: vulgar.

Pan Changjiang's live broadcast room

Too many live broadcast modes are the same: fancy background board, anchor and host pulling their throats and shouting "the lowest price on the whole network" and "three two one on the link", more exaggerated, selling miserable, show, lying a lot, once you have liked the actor's role and singer's work, the tearing feeling like swallowing flies will be stronger.

But it must also be admitted that in the three years of the epidemic, many industries have experienced a cold winter, and although the entertainment industry is still jumping, the lonely theaters and shooting bases do show the difficulties of a considerable number of practitioners.

In 2021, 65-year-old actor Zhang Chenguang brought goods in the live broadcast room, and was accused and scolded and cried by netizens such as "late festival insecurity", and couldn't help crying: "For more than thirty years, I have been conscientious in my acting career, and I want to play it well in every role. Today I came to the live broadcast room, and I also want to express myself with another talent. ”

At this time, Dong Jie, who chose to live broadcast goods, seems to be later and deserted than most actors in the previous two years.

Dong Jie's live broadcast room

When I first entered her live broadcast room, it did seem a little deserted - there was no background board, no pompous colored lights, and even the host.

She sat alone in front of the camera, softly sharing products with the audience, dressed plainly at home, did not shout loudly, and did not have noisy strong buying skills. The entire live broadcast room is filled with a calm, unhurried gentleness, and quiet and classical atmosphere.

Others sell goods, they can't wait to break a minute in half, but Dong Jie does not hesitate to spend time on the camera - talk about life trivialities, do not directly promote goods, but combine their own life experience and aesthetic skills, and share them generously, creating a unique live broadcast mode in their own right.

She will patiently tell you how to match sweaters of different colors and styles, how to choose over-the-knee skirts and temperament jackets, such as "the simpler the cut coat, the more you look at the fabric" and "the looseness of matching lies in a pair of sneakers".

Dong Jie shows the product

For a star whose own aesthetics and temperament have been recognized by the public, the sharing of aesthetic and life knowledge and experience is itself a part of abstract dry goods, and the persuasion brought by "sincerity" + "credibility" is much higher than that of repetitive persuasion induction.

In terms of business model, this sales method has its natural affinity. Just like some people go to the store to avoid shopping guides, in the brainwashing sales that are eager to feed into the mouths of consumers, simply explain the characteristics of the goods, leaving consumers with full space for thinking and choice, but become a clear stream.

Slowly, some viewers came in, not to buy goods, just to listen to Dong Jie talking, and even some netizens ridiculed that Dong Jie's speech can be used as white noise to help sleep.

Her live broadcast room is not like a business place to work, more like a living room of her own home, making people feel comfortable, comfortable, come, you can drink a cup of tea, sit and chat.

As for her, she was sitting on the sofa, wearing a comfortable home sweater, chatting unhurriedly while sipping melon seeds - who would have thought that this was selling melon seeds.

It seems peaceful and indifferent, but in fact, he has full control over his field.

Dong Jie who snorted melon seeds in the live broadcast room

Some netizens asked Dong Jie, "Don't you film", she did not evade, but calmly answered: I love the profession of an actor very much, and I will continue filming in the future.

This kind of calmness and sincerity that is not humble and unassuming, also runs through other daily life shared by Dong Jie on social platforms.

For example, in order to teach everyone to make sweet and sour ribs, she set up an electronic scale on the scene to help everyone "learn thoroughly".

For example, to make leek boxes, she will start by cutting vegetables and take everyone to visit her father's vegetable garden.

On February 24, the name of this live broadcast is called "Be the manager of your own life", on the poster, a simple and plain wallcloth background, Dong Jie wearing a black dress standing in the center, did not scare consumption and goods in front of people's eyes at the beginning, but first threw out a concept: life.

Poster of Dong Jie live broadcast

A bit similar to the post-Fordism (Post-fordism) called daily consumption, the concrete and vivid life scene is easier to narrow the distance with the audience than the big currency and low prices.

Even if the consumption distance between the goods themselves and ordinary people may not be so close.

02

Little Red Book's special move with the first place in the goods

Of course, regardless of the form, live streaming can only determine the product itself that consumers will stay.

Dong Jie is not like many stars with goods, she is not obsessed with big names.

Whether in the live broadcast room or on her own social platform, most of the products that are updated and shared from time to time are some niche brands that are relatively unpopular, such as niche domestic designer brands such as Softhill, HIDEMI, Yangweidao, and OLEADA.

Compared with promoting a famous brand that has been endorsed by many people, accurately choosing a niche brand is more testing people's judgment and sales ability.

Most of the products shared by Dong Jie are niche brands

For this six-hour live broadcast, Dong Jie prepared for six months.

Every product that passes through his own hands, Dong Jie must try it on one by one, and will also truly share his feelings of use, respond to questions raised by fans on the barrage in time, interact, and help everyone understand more clearly where the advantages of the product are, "I just chose myself to wear it to look good, and then everyone wears something that will look good."

She is well aware that her products have a fixed consumer group, which is probably one of the basic logic of all commercial sales.

Most of the niche brands in Dong Jie's live broadcast room are not cheap, and there is even a joke: there are no five figures, don't want to walk out of Dong Jie's live broadcast room.

Especially for daily necessities, the threshold for the identification and requirements of authenticity of such goods is lower, and all persuasion cannot be obtained by voice and emotions, and things that come from life must return to life.

It doesn't matter if there are five figures, because she doesn't use emotions to induce consumers to place orders impulsively. She does not shy away from the high price of the goods she sells, but she will also rationally help everyone analyze: this is beyond the budget, you can consider others, and delayed consumption can also help rational decision-making.

"Look at it first, then endure, not necessarily buy it right away, maybe look at it a few more times, really understand, like it, buy it."

Practical evidence proves that consumption decisions do not depend on emotions, but on information increments and comfort levels at the time of consumption.

In the end, the Ms MIN cardigan with a unit price of 5,200 yuan and the umawang ballet shoes with a unit price of 4,932 yuan were sold out and removed from the shelves, ranking first in Xiaohongshu.

Throughout the offensive celebrity goods in recent years, many of the ways to overturn are due to the lack of full understanding of the products they bring, and they have not participated in the use of products, how to talk about persuasion.

Consumers are increasingly aware that live streaming is not an advertisement in a narrow sense, not a promotion, but a kind of information screening that helps rational choices and clarifications.

Dong Jie ranked first in the list of goods

There are differences between celebrity goods and e-commerce live broadcasting. The former uses the celebrity effect, based on the traffic monetization ability of public figures, puts forward certain requirements for reputation endorsement, and also forms a process of guidance, infection and stimulation through interaction with consumers.

But the live broadcast room is not a studio, relying on acting skills can not retain the audience, do not need the actor's "sense of faith", what is needed is nothing more than sincerity and truth.

It cannot be said that the live broadcast room allows demons and monsters to appear, but in addition to commercial means, live broadcast is also a presentation field in the field of sociology, constructing a realistic communication situation, compared with traditional non-anthropomorphic media, the live broadcast room is relatively simple and even crude, but more has a direct sense of "people".

The simple mode allows people to return to the simplest, straightforward level, so that some feelings and impressions become more pure.

03

The world doesn't need little white flowers

"From the gold family to the white-collar apartment, I have always liked her."

With this live broadcast out of the circle, Dong Jie was remembered and recognized by the audience again. This time, she finally walked from the lens of the paparazzi to the public domain reshaped by self-media, from the smoky fragmented information and network imagination to the real sense of life.

Over the years, many character impressions surrounding Dong Jie, such as "Little White Flower" and "Don't Eat Human Fireworks", as well as many moral judgments attached to him, have faded somewhat after this time.

Dong Jie in "Gold Powder Family"

Dong Jie, who is now peaceful and indifferent, started with a brilliant "youth fame" more than 20 years ago.

On the stage of the 2000 Spring Festival Gala, Nicholas Tse's partner Zhou Xun could not play as planned because he dyed his hair purple, and Dong Jie, who was only 20 years old at that time, temporarily took on the role of a bride next to Nicholas Tse.

Her beauty was seen by the world for the first time, and she was a national attention as soon as she appeared: a white dress, a smile like a flower, bright eyes, both pure and agile.

2000 Spring Festival Gala, Nicholas Tse and Dong Jie

In the summer of the same year, Dong Jie was selected by Zhang Yimou in the "Happy Girl" selection activity, and starred in the movie "Happy Time" released on the last day of the year with Zhao Benshan and Li Xuejian, becoming the fourth "Happy Girl".

In the movie, Dong Jie plays a lonely and helpless blind girl, still with that pure face without carvings, clear and resolute eyes, and the confrontation with the old actor Zhao Benshan is not timid.

"The Girl of Strategy" will not have a bad start. In his twenties, Dong Jie became the cold and elegant "little white flower" Leng Qingqiu in "Gold Fan Family", and also signed a contract with Sunglasses Wong Kar-wai, from "Subway" to "2046", standing by the side of actor Tony Leung.

Wong Kar-wai also proudly commented on Dong Jie as "the stubborn and introverted Nora Jones".

Dong Jie in "Happy Time"

The smooth trend along the way, almost unexpectedly, hit the public's most hobby gossip public opinion alley in the Internet era -

In 2008, Dong Jie, who was in the rising stage of her career, chose to marry Pan Yueming. In the same year, their son was born, but three years later, the relationship between the two broke down.

A series of embarrassing dramas such as mutual tearing, attacking, lawsuits, etc. were staged one after another, and Dong Jie was nailed to the pillar of shame of "cheating in marriage", for many years.

People cannot accept that a pure and flawless "white moonshine" is actively or passively stained with moral stains.

Early Dong Jie

10 years ago, the communication logic and paradigm of the Internet were undergoing accelerated updates and iterations, and moral stains and ethical deviations were not only the most eye-catching, but also the most difficult for the public to accept.

In the past two years, Dong Jie, who is "old and young", has gradually faded out of the screen, and she has begun to share her specific life on social platforms, baking biscuits, Dalian vegetable market, fish made with her father, and of course, the clothes and good things that girls like.

On her 42nd birthday, Dong Jie posted a video on her back: in the video, she sat on the isolation hotel bed, no makeup, her hair was a little messy, she was still like that, softly and softly, telling everyone about her son, showing the acne marks on her face, and also talking about the oppression of age.

Beneath the still calm and indifferent exterior, there is always something different.

Watching her live broadcast, you can't help but sigh that the history of a person is impossible for him to forget. Internet for decades, in the blink of an eye, the present is always the most moving detail.

The pictures in the article come from the Internet

Edit | Jiang Jiang

Duty Editor|Wu Qing

Typesetting | Fifi

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