Text | Xiaoyu
Live streaming e-commerce entered the second half, and Xiaohongshu and star bloggers opened a belated two-way rush.
After Dong Jie launched the name of Xiaohongshu live broadcast "first sister", star bloggers such as Zhang Li, Yang Rong, Dong Xuan followed the trail, and the Xiaohongshu live broadcast e-commerce business that had been broken many times faintly gained momentum again.
are all tepid mature female stars, all of them are soft-spoken live broadcast atmosphere, niche light luxury selection direction and fresh and simple background arrangement, their ambition to try to concoct the next "Dong Jie" is obvious.
Over the years, many celebrities have cut into live streaming, but they are more concentrated on the two major platforms of Douyin and Taobao. There are almost no people like Dong Jie who can turn over like this, and Xiaohongshu has never been a "feng shui treasure land" to develop live broadcast business. Is the unprecedented combination of the two a good deal for each other? We can roughly estimate it.
01
As a star anchor, risks and opportunities coexist
In this business, the star blogger who walks in front of the stage is actually the riskier party.
Take Zhang Li, Yang Rong and Dong Xuan as examples, although they are tepid, they all maintain good reviews in their acting careers. Especially Yang Rong, last year's starring poverty alleviation drama "Daughter of the Mountain" won the first place in the annual domestic drama with a Douban score of 9.3. Earlier, she was also a representative of the "golden female match" in the audience's mind.
Zhang Li first made a small fire last year with the role of my fair lady in "The Wind Rises in Luoyang", and then played the electric guitar in "Riding the Wind and Waves" to give the audience a "beauty attack", and the attention has increased all the way. Dong Xuan, who is a few years older, became a "mother" early and appeared in major film and television dramas, including "Good Times and Good Scenery Know Geometry" and "My Villain Boyfriend" last year.
Now choose to go to the sea, a slight carelessness will easily damage your reputation, directly affecting the development of your acting career. Before Dong Jie, many artists with medium waist and below brought goods live, which caused irreparable damage to the acting career.
And this batch of stars who tested the waters of Little Red Book has also caused some adverse reactions.
The highly similar style to Dong Jie made Yang Rong suffer the first wave of attacks before it was broadcast. After the first live broadcast on April 14, Yang Rong's performance in the live broadcast room was far inferior to Dong Jie, which attracted another wave of ridicule.
Zhang Li and Dong Xuan also have some subtle evaluations because they are suspected of "following the trend", but the former continues the character of "stupid beauty" in the live broadcast, and some users buy it, and the latter has mixed reviews because of the slow speed of the live broadcast.
This level of public opinion may not be much for celebrities who have been on the cusp for many years, but if you continue to operate the live broadcast business, there is a high probability of encountering controversy such as the quality of goods and the scale of speech.
Of course, looking back, if their acting careers were bright, they might not have gone to live broadcast to bring goods. Although there is no shortage of actors, there may not be many heavy scenes and suitable roles. Developing live streaming well is at least a way to make money.
Unlike Yang Rong and others, Dong Jie has always been poorly evaluated for scandals in his youth. It stands to reason that she should not have thought that a live broadcast could wash away so many years of infamy, but her subsequent processing speed is indeed powerful. Just half a month after Dong Jie's premiere, her century reconciliation with her ex-husband Pan Yueming appeared on the hot search. The parties were relieved, and the attitude of the melon-eating netizens was naturally tolerant a lot. After the second live broadcast, Dong Jie was really out of the circle.
At the same time, Yixin Entertainment and Yang Tianzhen, who lit this fire, were brought to the front of the stage again. Unexpectedly, the bottoming out miracle of Fan Bingbing, Zhang Yuqi and Ouyang Nana could also be used on Dong Jie, and it was in the form of live broadcasting.
But people who follow Yang's innocence may not be too surprised, after all, she entered the live broadcast industry earlier. Moreover, she also said that she personally walked into the live broadcast room first, the purpose is not to really build herself into an anchor, but to find out what the live broadcast is through practice in order to cultivate more live broadcast artists.
Under the depression of the industry, film and television companies need to find new profit points, and the good situation of live streaming has also become one of the key bets. And Dong Xuan's Boxing Culture, Yang Rong's Huanyu Media and Zhang Ligang's Awakening Oriental may also have the same idea as Yixin Entertainment.
02
Xiaohongshu needs users to "pull weeds"
Compared with film and television companies with a wait-and-see attitude, Xiaohongshu's need to cut into live streaming is more urgent.
In Xiaohongshu's revenue structure in 2020, advertising and e-commerce accounted for 80% and 20% respectively. As a grass-growing community, brands can gladly advertise and users are well receptive to recommendations. But the transaction between them will not be carried out in Xiaohongshu, and the lack of "pulling weeds" has always made it difficult for Xiaohongshu to form a more perfect business closed loop.
At that time, live streaming was already in full swing, Taobao had Li Jiaqi and Wei Ya sitting in lineup, Douyin invited Luo Yonghao, and Kuaishou also had Simba. Xiaohongshu started the idea of developing live streaming goods by creating a benchmark, and soon chose Fu Peng, the "little assistant of Li Jiaqi" after the solo flight, to practice. That Singles' Day, Fu Peng set a platform record with a score of 20 million GMV. But after only four months in the house, he switched to Douyin, which has a larger traffic pool.
Next, Xiaohongshu also improved the community mechanism to seek the growth of e-commerce business. In August 2021, Xiaohongshu launched a new "integrated store" mechanism, allowing an account to be both a merchant and a blogger.
Although there is no benchmark to lead, Xiaohongshu's live streaming e-commerce sector is also growing low-key. According to data previously released by the platform, last year, the number of Xiaohongshu e-commerce anchors increased by 337% year-on-year, and the number of live broadcasts increased by 214% year-on-year.
There are also media reports that at the end of last year, Xiaohongshu negotiated live streaming cooperation with many stars and MCN, and Dong Jie was one of them.
After the success of Dong Jie's second live broadcast, I don't know whether it was pure coincidence or preparation, Xiaohongshu officially announced that it would upgrade the live broadcast business to an independent department to manage live broadcast content and live e-commerce and other businesses in a unified manner. Prior to this, Xiaohongshu's live broadcast business belonged to the business group of the second-level department under the Community Department.
It can be seen that Xiaohongshu has a keen eye on the live streaming e-commerce field. But in the encirclement of Taobao and Douyin, it is not easy for Xiaohongshu to get a piece of the pie, and which angle to cut in is very important.
At the beginning, Dong Jie was just an attempt to "cast a wide net", but by chance it also made Little Red Book suddenly cheerful. Working with celebrity bloggers and using the aura of stars to create differentiated personas for them may be an effective way to achieve "latecomers prevail". The subsequent live broadcast of stars such as Zhang Li, Yang Rong, Dong Xuan, Zhang Da and other stars in Xiaohongshu also means that it has taken the first step towards scale.
Let's not talk about the effect, at least this is a path that is in line with the atmosphere of the Xiaohongshu community and the attributes of planting grass. If you don't grasp the huge market of more than 260 million monthly activities and more than 90 million daily activities, you will not let the opportunity slip through your hands.
In addition, the news about Xiaohongshu's planning to go public has come from time to time, if it can truly achieve a commercial closed loop from "planting grass" to "pulling grass", the value-added space brought by it is immeasurable.
03
The next "Dong Jie" is not easy to concoct
Xiaohongshu's cooperation with star bloggers is promising, but it is not easy to do this business well.
In March, the person in charge of Xiaohongshu's e-commerce live streaming fashion industry analyzed at the "E-commerce Live Fashion Partner Conference" that the key to the success of Xiaohongshu Live is "unified personality, direct linkage (notes and live broadcast)". In retrospect, Dong Jie's success does fit this analysis.
Dong Jie has been in Xiaohongshu for two years, and her daily operation of the personality and the style of the live broadcast room are unified. According to the statistics of Qiangua data, among the types of notes shared by Dong Jie's account in the past year, food tutorials and temperament dressing accounted for a quarter each, followed by skin care. This matches the persona of her "Dong" life. Moreover, her dress and temperament do not take the bells and whistles route, and have given people a feeling of intellectual generosity for more than ten years, and the selection of products has also moved in the direction of her own style, which is undoubtedly a clear stream in the current live broadcast market.
Xiaohongshu definitely needs to imitate her route if she wants to create more "Dong Jie", so Yang Rong's biggest failure is not to imitate itself, but to imitate "botched". Yang Rong settled in Xiaohongshu two years earlier than Dong Jie, and also shared her daily life amicably. Although the two have similar styles, Yang Rong is obviously more lively, which can be seen from the selection of products in her live broadcast room.
However, her live broadcast name "Life Beauty 'Rong' Guide" is no different from Dong Jie's "'Dong' Life" in the eyes of netizens, and the release trailer poster is the same as Dong Jie. This set is easy to cause rebellion from netizens. Her live broadcast road should still be in line with her own personality and avoid excessive "collision" with successful cases.
Beyond live broadcast platforms with more concentrated traffic, such as Douyin and Taobao, the reason why celebrities choose Xiaohongshu is also very understandable, probably so that they can "be themselves".
In the eyes of the public, celebrity live streaming is not a high-style thing. First, the price of the product is low, which is obviously not something that celebrities will use, and it is inevitable that there is suspicion of money; Second, the shouting live broadcast is the way, which is inconsistent with the celebrity personality. But Dong Jie in Xiaohongshu completely opposite can also attract users, and has also been affirmed by the platform.
The leader of Dong Jie's team said in an interview with the media group that in the communication with the official team of Xiaohongshu, Dong Jie clearly requested not to do a hawking live broadcast with a strong atmosphere of goods. The brand she chose is not "low-price and high-quality", but a niche designer style, and the price belongs to light luxury products ranging from hundreds to thousands. What's more, she seems to have really worked these selections, and many brands are recognized by fashion people.
Why not make money without destroying their own personalities?
The reason why Xiaohongshu adapts to Dong Jie's style also stems from platform attributes and user portraits. According to official data released not long ago, of the platform's 200 million monthly actives, the post-90s generation with the strongest spending power accounts for more than 90%, and more than 50% of users are from first- and second-tier cities, with a monthly disposable income of more than 4,000 yuan.
Their purchasing power is also reflected in Dong Jie's live broadcast room. According to Qiangua data, the average unit price of Dong Jie's last three live broadcasts has reached about 677 yuan, while the average unit price of Douyin, Taobao and Kuaishou in the TOP live broadcast rooms in the past 30 days has not exceeded 400 yuan. The so-called "no five-figure can not walk out of the live broadcast room", but also have the right users willing to hold.
At this moment, Dong Jie's status as "first sister" has not been shaken, and this is obviously not a good thing for Xiaohongshu.
GMV exceeded 100 million in total, and the account rose by 1.1 million+, which is the confidence of Dong Jie to make a name for himself. But Zhang Li, Yang Rong and Dong Xuan's live broadcast results are not ideal. Compared with Dong Jie's three live broadcasts with 320,000 goods, Yang Rong with more than 6,500 pieces in one live broadcast, Zhang Li with 13,000 pieces in five live broadcasts, and Dong Xuan with more than 5,000 goods in three live broadcasts. In the case of little difference in the overall price of the product, the number of customer orders is really not enough.
In addition, it is said that Xiaohongshu's expectations for her when she cooperated with Dong Jie were not high, after all, she had a bad reputation and did not have a large number of fans. The later outing of the circle was also an accident for Xiaohongshu. If this is the case, it further illustrates the difficulty of concocting more "Dong Jie".
It is also worth noting that Fu Peng's short trip to Little Red Book three years ago was actually an earlier "quiet" live broadcast. Whether Dong Jie and more stars can unleash greater potential in this live broadcast model is unknown. In addition, compared with the single-game GMV results of Douyin and Taobao's head anchors when they were popular, Dong Jie was not "popular" enough.
So far, this two-way rush between Little Red Book and star bloggers is still in a state of uncertainty. But they know how to do business without risk.