Source: E-commerce Online
The "small composition" incident of Dongfang Selection has come to an end.
"Sales champion" Dong Yuhui stayed in Dongfang Selection and set up a personal studio, with a personal account of more than 10 million fans in 15 days, and the newly opened account "Walking with Hui" increased by 1.7 million fans in just three days, and the Oriental Selection behind it also announced on December 27 that it would sell its education business for 1.5 billion yuan, focusing on e-commerce operations.
At the same time, another popular and banned "copycat Dong Yuhui" quietly returned to the field of vision of netizens. , this anchor with a Chinese character face who looks like Dong Yuhui in the live broadcast of "Western Selection", was banned from Douyin and returned with the "Ordinary People's Preferred" account, and turned to the popularity of "ordinary people" such as Wenliang and Wen Huijun.
Copycat stars and Internet celebrities are nothing new, some people are controversial, and some people have won a lot of attention and favor. In the era of short videos, copycat stars and Internet celebrities have become shortcuts to quickly attract traffic, and a series of "imitation games" have been staged on multiple platforms, and the benefits behind them are also more than most people imagine: the copycat Luhan's "Luha" revealed that he earned 35 million yuan with goods in 7 months, and the sales volume of "Grumpy Xiaopeng" of Shanzhai Xiaoyang Brother on the video account has exceeded 190,000......
From becoming a traffic template to imitating a traffic template, copycat accounts in the gray area have taken the shortcut of rapid drainage and monetization, and to a certain extent, they have won many people who are running the same line. It's just that "those who learn from me live, and those who resemble me die", in the era of rapid traffic and rapid death, how fast to go is not the point, but how far to go is the point.
Selected from the West, transformed into "Ordinary People's Choice"
On December 17, the "small composition" incident of Oriental Selection was still fermenting, and an account called "Western Selection" suddenly became popular.
A live stream of the Western Selection
In the video of this account, the man who looks like Dong Yuhui says "I'm going to the live broadcast room of Western Selection", which attracted many netizens to pour into the live broadcast room, ridiculing "Is this Dong Xuehui" and "This should be speechless". The live stream reached 40,000 people online and nearly 1 million views.
But the good times didn't last long, on December 18, Douyin couldn't search for the relevant account, and the relevant person in charge of Douyin said that the "Western Selection" account involved counterfeiting and counterfeiting, and the platform had banned the account.
The Western Reserve registered a Weibo account, bluntly said that it was reported by Dongfang Zhen, and also posted his ID card, "It's a crime to look like a face, our team has creative ideas, don't steal, don't rob, don't cheat, it's all become a sin, you can only have the East, you can't have the West."
Not long after he "shouted grievances" for himself, the Western Reserve reappeared in the rivers and lakes, registered the Douyin account of "Ordinary People's Preferred", and the profile said "As a group of ordinary people, I only want to be beneficial to others", and told the media that we will pay attention to the production of content in the future, and the live broadcast work is also in preparation.
Although it is said that it is necessary to focus on the production of content, the overall style of the account is still biased towards Dongfang Selection and Dong Yuhui's personal account. The anchor who resembles Dong Yuhui took pictures in the snow and easily received 13,000 likes, in addition, there are also female anchors who talk about elegant copywriting and introduce Chongqing cultural tourism, but the likes are not as good as the first short video, and most netizens in the comment area are still playing stalks, "I have registered for Dongwan selection, so I am about to find a Dong Ninghui."
Compared with the Western Selection, which has not been on the shelves before, the current number of fans is 2964, and the "Ordinary People's Preferred" has not yet started live broadcasting, but it has opened a window and put 41 products on the shelves, of which 18 are snacks and food, 15 are household daily necessities, and the unit price is concentrated at 9.9-40 yuan, and the current window sales are 0.
From the Western selection to the "ordinary people's selection", the behind-the-scenes operators seem to have changed their direction, because of the sudden explosion of Wen Huijun, an ordinary person, the direction of their popularity has also shifted from the Eastern selection to the "ordinary people".
In addition to the banned Western selection, on platforms such as Douyin, Kuaishou and Xiaohongshu, there are not a few high-imitation accounts selected by the East such as "Northern Selection", "Oriental Selection" and "Dongpo Selection".
Behind the crazy emergence of high-imitation accounts, there are attractive interests driving it. In the Internet era, traffic is money, and there is no clear plan and path for how to create a traffic template, and imitating the traffic template that has been successful is obviously a shortcut with a low threshold and a better way to go.
Imitation, a shortcut to make quick money?
The traffic charm of the head anchor has long been confirmed by many people, as long as they bring their names and avatars, they can attract traffic and then realize monetization.
The most direct embodiment is the slice authorization number: with the name, avatar, and live slice content of the head anchor, you can attract many fans, and then earn a lot of money through the small yellow car window.
Crazy Brother Yang's many slice numbers
At the Three Sheep Network press conference on April 14 this year, Xiao Yang said that in 2022, more than 11,000 people will be authorized by his company's slicing, with a per capita income of 17,000 yuan, of which 316 brands will have sales of more than one million yuan through slicing. Just counting the income of slice account operators, it reached 187 million yuan, and the amount of goods brought is an even larger number.
Many high-imitation accounts are also aimed at the traffic behind the head anchors, and rely on traffic templates to take a shortcut to rapid drainage and monetization.
The simplest imitation is to start with the name, Dongwan Selection, Southern Selection and Northern Selection and other simple names are used to attract traffic, and after Wen Huijun became popular, there are not a few accounts with the same name or similar names.
Further imitation starts from the setting of the live broadcast room, the live broadcast style, and even the anchor himself.
This time, the "Western Selection" found an anchor who looked like Dong Yuhui, and also imitated "cultural goods", although it was subsequently banned, it was discussed by many netizens and appeared on the hot discussion list of Douyin, and the purpose of drainage has been achieved.
Dongfang Selection and Dongpo Selection are selling similar products
After the Western Selection was blocked, many netizens also mentioned the account "Dongpo Selection", and the data of Cicada Mother showed that its sales in the past 30 days reached 250,000-500,000 yuan. The overall style of the Dongpo selection live broadcast room is similar to that of Dongfang Selection, and even the presentation of fresh food and agricultural and sideline products with goods is somewhat similar, which makes people stupid and can't tell the difference. In the comment area of the short video released by Dongpo Selection, some netizens complained, "I'm strange, didn't (Dongfang Selection) say that the team building was off the air, take a closer look, it turns out that there is a word different."
Previously, "Luha" Ling Dale, who became popular with Lu Han's appearance, revealed himself in the live broadcast room, earning 35 million yuan in 7 months with goods, and thus ranked first in Weibo's hot search. According to the data of Cicada Mother, the amount of live broadcast goods in the past 30 days has also reached 10 million yuan to 25 million yuan.
imitating Brother Xiao Yang's "Grumpy Brother Xiaopeng", the live broadcast room not only hung the same "Brothers for a lifetime" plaque as Brother Xiao Yang, but also imitated Brother Xiao Yang's "reverse delivery", but also wore a similar hairstyle and dress, and found a replica version of "Xiao Yang's sister-in-law", and carried out the imitation to the end, so that many video users thought that Brother Xiao Yang was live on the video account.
Comparison of the live broadcast room of the irritable Xiaopeng brother and the crazy Xiaoyang brother
The controversial parody show has a very effective effect on drainage and sales. Brother Xiaopeng's WeChat video account window shows that 191,000 pieces have been sold, while Brother Xiaoyang's official WeChat video account window has only 10,000 pieces.
The copycat version of the high-imitation Xiao Yang brother, the performance of the video account has surpassed the original version.
Can copycats continue to be monetized?
Many "high-imitation" accounts have attracted a wave of traffic, but what cannot be ignored is that after having traffic, the audience needs to be willing to pay.
Ling Dale, Xiaopeng Ge and Dongpo Selection, although they became popular by relying on high imitation popularity, they also have a lot of advantages, which can allow the audience to pay for their live broadcasts and realize traffic monetization.
Most of Ling Dale's live broadcasts are set at 11 o'clock in the evening, avoiding the prime time of the big anchor's broadcast, transforming into eating and broadcasting, bringing snacks and drinks with low customer unit prices, and even attracting many fans with real feelings because of his "eating hard" in the live broadcast room, and was ridiculed as "the little prince of milk dates".
Ling Dale transformed into a food broadcaster
Brother Xiaopeng set his main position on the WeChat video account. For most head anchors, WeChat Channels is not the main front of operation, and at the same time, WeChat Channels does not have a native head Internet celebrity on the platform, which can be regarded as a traffic depression, and they can get a lot of attention and traffic by imitating Brother Xiaoyang. The video account of the live broadcast also gave Brother Xiaopeng more opportunities, and on social platforms, many people said that they were actively pushed by WeChat to Brother Xiaopeng's live broadcast room.
Dongpo Selection has attracted many fans by relying on the personal charm of the anchor. Although the styles are similar, the anchors selected by Dongpo do have some real kung fu, and there are many links in the live broadcast room to play and sing and show their talents, which also enriches the content of the live broadcast room and account.
It is undeniable that the copycat accounts of high imitation have actually been wandering in the gray area, holding the luck psychology of not pursuing the owner.
Before the ban of Western Selection, the "Oriental Green Selection", which imitated Oriental Selection, was directly sued by Oriental Selection because of the highly similar Logo and live broadcast room settings, and was judged by the court to infringe the copyright of Oriental Selection's works, constituting unfair competition, and now the overall style of the account has changed.
The defendant went to court for the Oriental Green Election
Brother Xiaopeng was also shouted by Brother Xiao Yang in the air, "You can't imitate the voice, the background, the dress, the appearance is all imitation, this is not called imitation, it is completely called plagiarism." It also said that it may take measures to protect its rights in the future.
At the same time, as the live broadcast enters the second half, leading Internet celebrities such as Li Jiaqi, Simba and Xiao Yang have all explored the supply chain and created their own competitive advantages from the supply chain side. Most of the accounts that have become popular by relying on high imitation do not have such an advantage, and in the increasingly competitive live streaming industry, elimination may only be a matter of time.
The Western Selection, which has been banned once, changed its name to "Ordinary People's Preferred", which is concerned about the risk of gray areas, and it is also the discovery that Douyin has created ordinary Internet celebrities, and wants to rely on the topic of "ordinary people" to attract the attention of platform traffic and users. But at present, it seems that the two anchors of "Ordinary People's Preferred" have not come up with any unique innovations, and most of the products in the window are from the official selection pool, and the video likes are also declining.
"Those who learn from me live, and those who resemble me die", superficial copycat reproduction may be a shortcut to make quick money, but in the fleeting Internet era of hot spots, it is more important to go long than to go fast.