Do you remember the cottage boy group ESO that exploded last year?
Yesterday, its former member "Luha" Ling Dale revealed in the live broadcast room that the matter of earning 35 million yuan in 7 months with goods topped the hot search list.
Needless to say, imitation and remake have long been the traffic password in the field of short videos, and live streaming seems to give copycat Internet celebrities a way out.
From Luha to anchor
Last summer, the cottage boy group ESO was born, and a group of amateurs without capital manipulation accidentally broke into the traffic field, bringing some simple happiness to netizens. Members include Huang Zicheng, Lu Ha, Lin Junjue, Wang Erbo and so on.
But in the follow-up, because of the alleged infringement, the team was disbanded, and many fans were quite regretful.
After the disbandment, Luha released an apology video and changed its name to Ling Dale, transforming from entertainment live broadcast to e-commerce live broadcast.
At first, many netizens mocked and ridiculed him, thinking that such a "picky clown" would soon be eliminated.
But surprisingly, relying on this wave of traffic, Lingdale attracted more than 6 million fans on Douyin.
His live broadcast has no sense of distance, is very polite, often smiles and nods and bows to netizens, and netizens can eat whatever they order, and can eat all night.
Some netizens commented: "Every time I brush his live broadcast, I am eating milk dates", "He sells goods and eats really hard, every time I watch him eat milk dates, I am afraid that he will choke to death" "Learning scumbags to copy homework, I am not so careful"...
The affirmation of fans is also gradually reflected in the sales figures.
In the past three months, its performance in bringing goods has increased significantly, with an average sales of 750,000~1 million and an average of 2.468 million views per game. In the past 30 days, GMV has reached 25 million to 50 million, with a net increase of 1.132 million, ushering in a leap.
In terms of categories, 94.68% of the goods belong to food and beverages, 5.32% are fresh fruits, and the highest sales are boneless chicken feet.
The price of the product is very low, the average price of food and beverages on the shelves is 8 yuan, there is almost no consumption threshold, suitable for the vast majority of users, many viewers click into the shopping cart, as an entertainment live broadcast tip can directly place an order.
Now, he runs live broadcasts almost every day, 28 shows in 30 days, and starts broadcasting at 11 p.m., staggering the prime segment of big anchors.
So, in just 7 months, he has earned 35 million, with an average monthly income of 5 million.
Imitation becomes a traffic password
It can be said that imitation and remake have long been one of the traffic passwords of Internet celebrities.
For example, the recently suddenly appeared "grumpy Xiaopeng brother", the middle split, black T-shirt, twin brothers, in the live broadcast room crazy shake their heads, from time to time there is a sentence "I drop mother, this price is not rushed, brothers". If you don't distinguish carefully, I really think it's crazy little Yang Ge Buddha.
At the same time, its reverse delivery "is the same as the routine of crazy little brother Yang."
What's even more outrageous is that there is also a female anchor in their live broadcast room who has facial features and looks very similar to Xiao Yang's sister-in-law, and the live broadcast room is almost the same dress, with solid wood grain bookcases and plaques on the wall, all of which say "brothers for life".
Although you can tell that it is a cottage at a glance, the one-to-one replica still allows the irascible Xiaopeng brother to eat a lot of traffic dividends.
For example, the number of viewers in the live broadcast room of the irascible Xiaopeng usually brings goods is about 100,000. Most of the white-label goods in the window are priced at 10~400 yuan. So far, it has sold 138,000 items.
The way out of copycat Internet celebrities
Of course, while imitation brings traffic, it is also easy to cause infringement disputes.
Because the so-called "imitation" and "copycat" are not legal concepts, if they simply look like and imitate performances, they will not constitute fraudulent infringement, but if they impersonate well-known persons to engage in commercial activities, they may involve infringement.
The original dissolution of ESO and the name change of the members were because of infringement issues.
And the behavior of the irascible Xiaopeng brother carrying the crazy little Yang brother one by one undoubtedly also infringes on the legitimate rights and interests of the latter's commercial value image, it depends on whether Xiao Yang brother wants to pursue it.
Having said that, after avoiding risks, Ling Dale was able to insist on live broadcasting, and when the traffic came, it could be regarded as seizing the opportunity.
Today, he has established an MCN agency, Lingdale Media, which has many anchors such as Rabbit Hungry, Zhao Dabo, and He Zai. Among them, Zhao Dabo and He Zai are also former ESO members.
Tianyan investigation shows that there are two companies related to Lingdale Media, one is Changsha Yuhua District Lingdale Cultural Media Studio, and the other is Changsha Lingdale Media Co., Ltd.
In addition, last month, Changsha Lingdale Culture Media Co., Ltd. also added "food sales" to its charter, most likely planning to build its own food supply chain.
It can be said that from offline commercial performances to online live broadcasts, cottage Internet celebrities were originally for the audience to laugh.
But when it enters the live broadcast delivery track, it must take off the "star halo", how to retain traffic for a long time, and establish its own recognition, which is the most difficult step in the transformation of Luha.