最近，某音上又冒出一个新的网红，“郑香香”，她成为新一期的“抖音涨粉榜”第一位。 在过去的一个星期里，她的粉丝数量增长了190多万人，涨粉率高达54.3%。
根据数据显示，在国庆期间，她的直播间总共吸引了超过1.7亿次观看，预估销售额在7500万到1亿元之间，打破了单场直播销售额破五百万的纪录。
令人震惊的是，仅仅在10月4日的直播后的两天里，她就涨粉百万。 截至目前，她的粉丝数量已经达到了五百多万人。
Such data surprised many e-commerce people, and they began to analyze how "Zheng Xiangxiang" did all this.
If you look closely at the live broadcast room of "Zheng Xiangxiang", you will find that her style is indeed very different. She didn't have those cumbersome slogans and tricks, and she didn't have lengthy explanations.
Her live broadcast method is very simple and rude, and she directly completed the transaction at the speed of "nine pieces, eight pieces and seven pieces". She never introduces goods, just quotes a price and throws them away, her main focus is speed. Frequently repeating this action of taking and throwing gives people a very weird feeling visually. This kind of live streaming method can be regarded as a typical example of the e-commerce industry, attracting audiences through novel and unique live broadcast scenarios and bringing a sense of freshness to consumers. When consumers discover the product they are interested in, it is logical to place an order.
Looking closely at the goods sold in the "Zheng Xiangxiang" live broadcast room, you can find that they are mainly clothing, shoes and hats and household goods, and most of them are ultra-low-priced goods. For example, a bag of laundry detergent for 9 yuan, a skirt for 10 yuan, and a coat for 19 yuan, such a low price makes people wonder if she deliberately came to pick wool from other merchants.
It can be seen that "Zheng Xiangxiang" chose the low-price live streaming route, stimulating users to place orders through extremely low prices, of which 86% of the audience is female users, mainly aged between 31 and 40 years old. However, such a low price also makes people doubt the quality of the product.
Everyone knows that "cheap is not good", anchors will not really operate at a loss, and these low-priced products must recover profits from other places. Either the quality is not up to par, or it is doing something else. After "Zheng Xiangxiang" became popular, some consumers expressed dissatisfaction with the quality of its products, and even announced that they would not buy a second time. Low-priced promotions can increase sales, but they can't increase user loyalty and repeat purchase rates. Once consumers find that the product they buy is not that "value for money", they are bound to abandon it.
Since the live broadcast method of "Zheng Xiangxiang" low-price transactions has become popular, industry insiders predict that there will be a wave of imitation. The novel and unique live broadcast scene, coupled with ultra-low-priced goods and fast transactions, such a live broadcast model is easy to copy, and indeed many people have imitated it. Just like the "shouting live broadcast", "bungee live broadcast" and "rap live broadcast" that have been popular before, after becoming traffic passwords, they have all encountered a lot of imitations without exception. The more easily imitated the live broadcast room, the more it needs to face the painful period of transformation with a sharp decline in traffic. When the audience's sense of freshness fades, where will the "Zheng Xiangxiang" go?
It is understood that in fact, "Zheng Xiangxiang" is not the first anchor to take the low-price trading style. Previously, an anchor called "Four Seasons Spring Boss Lady Feifei" also chose this low-price trading live broadcast method, and after "Zheng Xiangxiang" became popular, she was also accused of imitating the style of "Zheng Xiangxiang".
It can be said that becoming popular also requires timing and opportunities, and "Zheng Xiangxiang" just seized this opportunity. However, once it becomes popular, how to convert traffic into loyal fans is a difficult problem. If a live broadcast room wants to make consumers want to make purchases, it only needs to mobilize consumers' emotions. But for consumers to genuinely want to buy, more things are needed.