Dong Jie's three live broadcasts have rich benefits and excellent reputation, opening a new track of star live broadcast.
Her success declares to everyone: gentle and gentle without shouting for sale, you can also sell the goods; The value soars to three, four or five figures, and there are still people who obediently pay for it.
In contrast, the star who walked the live broadcast style of the vegetable market night market looked even lower, the star who racked his brains to work hard for nine pieces of nine brand lipsticks looked more like a clown, and Xiang Tai, who couldn't contain his disgust expression years ago but insisted on cutting leeks, looked even more unreal...
The delicate Dong Jie subverted the inherent routines and impressions of celebrity live broadcast as a dark horse, and for the first time made onlookers feel that in fact, celebrity live broadcast can not drop prices, and the appearance of making money can also be chilling.
Of course, Dong Jie's live broadcast can be so successful, presumably she herself did not expect that the rise of pioneers is always unexpected, most of them just want to do it first, and they may not aspire to become an industry milestone from the beginning.
But once it becomes a follow-up follower, it is not easy to make a thing from 0 to 1, so who will not copy the homework? Copy people's successful model, hot money can make some points, why not?
No, after Dong Jie, Zhang Li, Dong Xuan, and Liu Zi have also joined Xiaohongshu's "Years of Quiet and Good Wind" live broadcast army, and Zhang Jingchu also announced that he will start his first live broadcast on May 18.
They are all sister-type players with good looks, taste, wealth and experience, they are all gently and gently sharing quality and good things instead of clearly fooling the bottom people who are greedy and cheap, and the price level is estimated to be similar, focusing on a poor ghost. So, with the same style and similar positioning, who can continue to work hard and become the second "Dong Jie" on the Little Red Book?
Of course, people definitely don't like to hear this, why is it called the second "Dong Jie"? Who to scold, who to scold?
Sister is sister, different fireworks, copying homework is indeed a bit of copying, but who can be stupid enough to copy the name by the way? Besides, we are not copying the original text, copying the ideas, copying the pattern, the world's articles are a big copy, see if you can copy or not, we have to copy our own style!
Well, let's first look at what kind of style Dong Xuan is.
The two Miss Dong, similar names, similar ages, even experience has a lot of similarities, both are single mothers, love roads are quite twists and turns, are 40+ beautiful middle-aged women who have experienced the rest of their lives after experiencing strong winds and waves, I believe that the audience in the live broadcast room still overlaps.
The difference is: first, Dong Xuan belongs to a girl with a large skeleton, and she is also tall, which is more valuable for women with similar bodies in terms of recommending women's clothing;
Second, although Dong Xuan is also a familiar face in the eyes of TV children, after all, there is no hardcore masterpiece like "Gold Fan Family", many people will instantly think of Leng Qingqiu when they see Dong Jie's face, and when they see Dong Xuan, how many people can call out one of her character names for the first time?
In the early years, the mass base was weak, and it was not active enough in the field of film and television dramas in the past two years, and the popularity inventory was not so rich. If this live broadcast is just to make quick money at the expense of popularity, and cannot gather new popularity, it is not worth the loss.
In addition, judging from Dong Xuan's performance in her first live broadcast, both from the technical level and her personal performance level, there is room for improvement.
The voice in the live broadcast room was high and low, and the repeated reminders of netizens were not properly resolved; Dong Xuan's overall state is not natural enough, the introduction of the product is not fluent enough, the vocabulary is obviously unable to keep up, slow and stuttering, which is very wears down the patience of the viewer.
Sure enough, it is easy to look at and difficult to do, and many people may misunderstand or underestimate Dong Jie's style: slow, does not mean that there is no rhythm and order; Gentleness does not mean no focus, no focus on selling points.
Interlacing is like a mountain, without the blessing of experience, Xiaobai will definitely not be able to beat the veteran. Anchors with goods, looking at the low threshold, in fact, there are steps after the threshold, it is impossible to achieve it overnight. It will be okay a few times, but I don't know how many people will be willing to grow up with her.
In terms of product selection, girls' products occupy a certain proportion, and taking the mother-and-baby mother route in the later stage is also a choice that highlights the differentiated style.
Next is Liu Zi, another name that resurrects TV children. I can't remember the name of the character for a while, but this face is simply too familiar, I have played many shrewd urban women, many of whom are vicious female partners, she and Dong Jie worked together in "White Collar Apartment", playing a scheming woman who robbed her boyfriend with the heroine. She also used to be a host, and she should have been overpowering a lot in terms of eloquence.
However, last Friday's first live broadcast was not satisfactory. Like Dong Xuan, including some details caused by unfamiliar business, such as unclear introduction, procrastinating rhythm, and misquoted by the broadcaster...
She herself also frequently ruffles her hair and touches her nose, looks a little nervous, not natural enough, and the bite is a little vague, without the demeanor of the popular program host in the past. It is said that the product introduction at the back is a little better, but you also have to leave people to the back first, right?
She said in the introduction of the live broadcast that the first live broadcast was simply subverted, took the reality show route, and recommended good things to netizens while traveling and gathering with girlfriends. Oh, that's what to say, the form is so, but isn't the core still selling? It's time to introduce it!
As a result, chatting with the so-called girlfriends is almost without tacit understanding, and introducing yourself can say that people are asleep, which is better than pinch off those empty heads and go straight to the topic. Ah, suddenly I feel that the straightforward simplicity of the hypermarket style is so cute.
Then there is a personal style, compared with Dong Jie and Dong Xuan, she obviously wants to look a little more sunny and snowy. The small video taken from before is concave in the direction of high-end literary and artistic style, not to visit a store in Suzhou, or to take a walk in the snow, the copywriting is also the tone of literary and artistic small prose, the overall feeling, relatively not eating human fireworks, very artist's style.
In her own Xiaohongshu account profile, there is also a "designer" article.
Of course, this is also a unique positioning that distinguishes it from other actresses, but this person is not well designed, it is easy to appear pretending to be virtual and contrived, since you don't plan to "have fun with the people", then let others look up to you (even if it is slightly), but can we really stand up to this gesture?
The performance of the first live broadcast fully exposed the shortcomings of this positioning: first, it is to understand some art, but it is not as much as in the publicity; Second, then a force of sentient beings can easily cause netizens to rebel, such as, "This dress is valuable, it seems that you are also valuable", ah? Does our value need to be defined by a piece of clothing?
Talk shows are very taboo about "trying to teach others something", so live broadcast goods, don't always think about value output first, right?
The third Zhang Li, the youngest one, is not yet forty years old, not married and childless (if there is no hidden marriage), the overall image set "full of vitality middle-aged girl" and "sassy and capable urban beauty" in one, the selection positioning is also more young and fashionable, it is easier to win the 28 to 40-year-old light mature women.
She should be the first female star to start Xiaohongshu live broadcast after Dong Jie, the number of fans is also greater than Dong Xuan and Liu Zi, the live broadcast style is lively and kind, eloquent and sincere and natural, taking the route of the big sister next door who can play with you, and is the most stable and competitive among the successors listed in this article.
But that was Zhang Jingchu had not yet started broadcasting, and this sister was a belated potential player.
First of all, Zhang Jingchu's mass base is very good, she is the only movie coffee among several live broadcast contestants, representative works include "Peacock", "Disciple", "Tangshan Earthquake", you may not be able to name the character, but eighty percent have seen her drug-addicted ghost in "Disciple", right? If you haven't seen it, if you see it once, you will definitely remember it.
Secondly, Zhang Jingchu herself shared her life in Xiaohongshu very early, and her number of notes is the largest among several female celebrities including Dong Jie, including sports experience, reading experience, thinking about life, and cooking tutorials. Because I have shared so much before, now I start to bring goods, it will not seem very obtrusive.
Finally, I think the most outstanding advantage of Zhang Jingchu compared with other sisters is that she has ink in her belly, has a relatively rich knowledge reserve, and has a strong ability to think independently.
Not long ago, she was just admitted to the directing department of the American Film Academy and is a growing urban woman who personally practices "life does not stop, learning does not stop". It can also be seen from the previous video that she is not only sincere and enthusiastic, but also self-disciplined, intelligent and confident. She can explain a point of view in a penetrating and vivid way, and if she outputs her opinion in the live broadcast, not only will it not be disgusted, but it should also become her personal label.
Therefore, Zhang Jingchu may be able to walk out of her own style on the road of intelligent big sister and intellectual mature woman, intersperse an international perspective in the live broadcast, and maybe attract many fans who have studied or worked overseas. I'm optimistic about her~
In short, the field of live streaming is still quite promising, following "Sister Lang", Dong Jieshi 2.0 live streaming may become another new track for female stars to re-employ. I believe that there will be more sisters entering the sea, each showing their own talents, each wonderful. More money, less money, word of mouth regardless of the level, at least don't worry about shouting Mai-style shouting to lower the grade of female stars.
But still that sentence, no matter how low the threshold, there is also a threshold, not rushing to the vent to punch a card, you can easily become the "Dong Jie Second" of Little Red Book. If it weren't for Dong Xuan, Liu Zi and other peers later, we really couldn't see that Dong Jie seemed effortless, but in fact, people really had two brushes.
First, the language expression ability is very good, the logic is clear, and the focus is prominent;
Second, the understanding of the product is enough, many of which are used by herself, and the preparation is not hasty or perfunctory;
Third, I have been doing good things and life sharing in Xiaohongshu for a long time, and I began to bring goods, which seems to be a natural success, rather than a quick success.
With these three at the same time, the audience can at least feel that they are respected individuals, not leeks who are fooled.
And the elements of her great success are not only these three points, but also the luck and team operation, the live broadcast is more like a comprehensive answer sheet she handed over on her past works, popularity, connections, experience, pain, perception, and repair ability. One point less accumulated yesterday will reduce today's success by one point. It is in response to that sentence that in the end, people fight for a personality charm.
So, instead of drawing a tiger like a cat, other female celebrities should ask themselves: Who am I? What can I bring to others? Is this really the right stage for me?
Author: Miss Bovary
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