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- Source/Night Deep Finance
- Author/Night Deep Finance
Only 4 minutes after the start of the broadcast, the anchor didn't say a word, and the number of online users exceeded 300,000!
Today's mother and baby session alone, more than 300 brands participated.
Before the broadcast, there was also an "accident" that the live broadcast room was banned, which caused countless fans to be anxious in the comment area.
Source: Kuaishou
This is a dramatic scene that happened in the Dandan live broadcast room today (April 21), and it is also the norm in the live broadcast room.
At this time, her fans have reached 98 million+!
And she is the first female anchor on the whole network whose fans are about to break 100 million-Dandan!
Source: Kuaishou
The story also begins with Simba.
Among all the big anchors on the whole network, Simba's madness is obvious to all.
At the same time, he is also an extremely special existence, different from Li Jiaqi's "harmony" in Taobao, Dong Yuhui and Douyin at least on the surface, Simba and Kuaishou have a long history of bad relations:
His public shouting and even threatening Kuaishou has become the talk of the Internet many times, and even bluntly said: "I hope that one day I can become a brother company with Kuaishou, and become the company that can really fight with Kuaishou." 」
But most of the consequences are that the live broadcast room is blocked, and then the ban is lifted.
As early as 2019, Simba's live GMV with goods accounted for nearly 1/3 of Kuaishou. In the past 2023, he and his apprentice Dandan have worked together to cut nearly 30 billion sales, which is the existence of the super head in the proportion of the entire Kuaishou e-commerce, and even the entire live broadcast industry is also a crushing existence.
And this should be the biggest reason why Kuaishou loves and hates him.
It is worth mentioning that of the nearly 30 billion sales, 17.1 billion belong to Dandan.
In other words, the first place on last year's Kuaishou list was Simba's female apprentice Dandan, not Simba himself.
And what we're going to talk about today is Dandan.
In the past few days, she has sprinted to the discussion of the first female anchor with 100 million fans on the whole network, and the one who is the most enthusiastic is Simba.
In late March, Dandan went from 92 million followers to 93.5 million followers in just two days. After two live broadcasts on April 14 and today, her fans have reached 98.035 million+, which is only one step away from the "small goal" of 100 million fans.
According to the speed of increasing fans in the first few live broadcasts, 2 million fans, it is only a matter of a few games.
At that time, the title of "the first female anchor with 100 million fans on the whole network" must be another carnival.
Among the individual anchors with more than 100 million fans on the whole network, Brother Xiao Yang and Simba are the only two existences.
But compared to their popularity on the whole network, Dandan is much inferior.
So, who is Dandan?
Perhaps this is the biggest question in the minds of many people when they see this female anchor whose fans are about to break 100 million.
The barriers created by the circle effect of the Internet are vividly displayed at this moment. But in the closed and independent parallel world of Kuaishou, Dandan, like Simba, enjoys the worship of idol fans, as well as fame and wealth.
Source: Weibo netizens
Prior to this, the famous YPL counterfeiting incident of the Xinxuan team happened in the Dandanlive broadcast room, but it was still Simba who was pushed to the forefront at that time.
However, in the scattered fragments of the Internet, we can still roughly piece together Dandan's past. Before joining Xinxuan in 2019, Dandan had a "smartness" faster than his peers, first grade at the age of 5, went to college at the age of 15, started his own business selling clothes at the age of 18, opened a clothing factory, and operated 6 Taobao stores at the same time at the most.
In 2018, it amassed millions of followers.
In her, you can see the ambition and vision of a top streamer.
In 2019, she saw the huge commercial potential on Kuaishou and began to broadcast live on her own, broadcasting for hours at a time, but at that time her selfishness was to let Simba see herself.
Later, I finally met Simba through my fellow countryman and Xinxuan's partner Gaber. At that time, Simba's first evaluation of her was: "This little girl can talk about it, and she can bring 2 billion next year."
In fact, just as Simba predicted, with the help of Master Simba, Dandan's first live broadcast increased by 300,000 fans, and the number of fans and sales continued to rise.
From participating in Double 11 for the first time, the sales exceeded 270 million, to the GMV of a single game of "Challenge Simba" reached 1.461 billion...... Among the 50 billion yuan of Xinxuan's total turnover in 2022, Dandan's sales alone account for almost half of the country.
At that time, she was called "the first sister of the post-95 generation" by industry insiders.
Today's nearly 100 million fans not only belong to the same echelon as Master Simba, but also leave Simba's other apprentices "Cat Sister", "Shi Da Beautiful", "Zhao Mengche" and others far behind.
Even Li Jiaqi of Taobao, Dong Yuhui of Douyin, and Make a Friend did not have the upper hand in the competition with her.
After completing these, Dandan, who was born in 1997, is only 27 years old, which is very different from the entrepreneurial story of the traditional industry, where suffering is king, and Dandan's success is just another successful narrative of fame at a young age in the live broadcast industry.
And it is this confidence that allows her to be ruthless even if she scolds the CEO of Xin Xuan.
Source: Weibo netizens
When Simba repeatedly "withdrew from the network" and gradually reduced the frequency of live broadcasts, it was indeed only Dandan, who took over the master's traffic.
Because of this, Dandan was once regarded as Simba's successor.
In March this year, Simba officially announced: suspend live broadcast, precipitate for two years, learn AI, and choose a new track to start again after two years.
In the live broadcast on April 14, which hit 98 million fans, Simba even said that (Dandan's fans) stripped naked for everyone on the day they broke 100 million, and I will return her (Dandan) 100 million.
Judging from Simba's hard work, Dandan may be Simba's chosen successor.
Some industry insiders said that to be the head anchor on Kuaishou, you must be a performative personality, otherwise you can't, you really have to act.
Arrogance and noise are all manifestations of "true temperament" in the eyes of fans.
Like Master Simba, Dandan is also a natural "performative personality".
Compared with Dong Yuhui and Luo Yonghao who conquered fans with knowledge and cognition, the reason why Dandan made fans like it is very simple - to magnify everything he has done in front of fans.
Just like today's live broadcast, at the beginning, Dandan put on his lips for fans, for the master, and for the mothers, "It's just for responsibility", "It doesn't matter if you make money or not", "It's the master's face", "It's everyone's happiness" and other words are very infectious, and they are also a side of "true temperament".
Source: Kuaishou
Pushing it further, in the live broadcast on April 14, in the face of Simba's crazy output and even abuse, the whole process of Dandan's face shaking was presented to fans without any "editing", and you can tell whether it happened suddenly or according to the established script.
But what is certain is that fans love to watch these dramas, and they are keen to fight and persuade peace in the comment area, or comment on Simba's strict teacher and apprenticeship, and consider himself a member of the family.
In Dandan's past live broadcasts, such performance-type cases abound.
In October 2020, on the first anniversary of apprenticeship, Dandan and Simba staged a drama of "father and son". Dandan not only knelt down and kowtowed to Simba in the live broadcast room, and said, "Thank you dad for everything I have!" Simba also shouted in the live broadcast room, "Don't bully my girl, bully my girl to play with you!"
Source: Weibo
However, Simba, who was 30 years old at the time, was only 7 years older than Dandan.
Even during Simba's "ban" by Kuaishou, Dandan was able to make a big job of "going out for his father and returning to the premiere", and his sales exceeded 100 million in 55 minutes after the broadcast. During this period, Simba's wife Chu Ruixue also entered the live broadcast room with a microphone and conveyed Simba's message to Dandan.
Source: Weibo
Although the outside world is full of incomprehension about this, criticism of patriarchy, fatherhood, and PUA has come one after another, and even one of his apprentices, Sister Cat, directly and publicly bombarded Simba PUA not long ago.
But Simba or Dandan, what is gained in this live broadcast discourse system full of rivers and lakes is far more than what is lost.
For Lao Tie on Kuaishou, this kind of true temperament gratitude and direct emotional impact are very attractive.
Therefore, Dandan, like Master Simba, applies this "performative" live broadcast logic to live broadcasting, and Lao Tie experiences not only the pleasure brought by consumption, but also the sense of ownership of being regarded as a "family".
The logic behind it is very clear, Dandan will bargain with the brand and ask for gifts directly in front of fans, along with the brand's deflated and compromised, the old iron has an illusion of being a family with the anchor.
For example, Dandan once angrily reprimanded its brand when bringing a laundry detergent, and bluntly said that I will change a laundry detergent superpower or something, now who can do it, I will have this temper in the future, I have a good temper with my fans, but not with the brand, our Xinxuan fans, I don't care if he wants a bag, then go to s, let them go. And now you're pretending to be b with me, what the are you?
Source: Weibo netizens
In front of the camera of Dandan, any brand merchant who wants to arbitrage from the hands of ordinary people deserves to be spurned.
All of this is in the eyes of fans, and Dan Dan is working for his own benefit.
This is in strong contrast to the business environment understood by the public, and it is also the biggest reason why fans fall in love with her.
All in all, the "performative" selling methodology inherited by Simba has not only become an effective way for DanDan to establish a strong emotional connection with fans, but also a cornerstone for her to become the first female anchor.
is about to reach the top of the female anchor billion fans club, and this honor is undoubtedly huge for Dandan.
She also imagined the excitement of breaking 100 million fans as early as in the live broadcast that hit 98 million fans.
Chu Ruixue once admitted in the live broadcast that Simba knows that his character cannot survive for a long time on the Internet. That's why he wants to leave his resources to Dandan.
But it's not cold in the heights.
Like Master Simba, due to certain remarks and fake product turmoil, Dandan has also been repeatedly banned by the Kuaishou platform.
There are personality reasons for this, but more often than not, it is the result of being in a high position and being stared at by countless pairs of eyes.
and in most cases in the live broadcast room, the bold and joyful atmosphere, Dandan has also shown a vulnerable side in front of the camera.
Previously, in the opening show of the broadcast that was banned for half a month, "Dandan" complained to fans with tears in his eyes:
I have the turnover of the platform on me, because I have reported to others (official), and only if I sell as many goods as agreed, people will give me how much traffic. My master also has very high requirements for me, the company's artists all come to my live broadcast room, and I have to do publicity for them, and my pressure is too great.
Source: Kuaishou
Although I don't know how many performance ingredients there are in it, it can be seen from the embarrassment that Dong Yuhui was interviewed by Douyin before, and the pressure on the platform side is likely to be real.
It's just that this pressure originally belonged to Simba.
As an apprentice, Dandan has the responsibility to share with the master, but it is true that the top performers are collectively tired.
In addition to Simba, who has "withdrawn from the network" many times, Li Jiaqi, Luo Yonghao, Brother Xiao Yang, and Dong Yuhui have all expressed their fatigue with live broadcasting.
Although most people can't empathize, in an industry like live broadcast e-commerce, where the words and deeds of top anchors are infinitely amplified, the reasons are naturally not difficult to guess.
As Brother Xiao Yang said, "I can't do a lot of things now, and I felt very anxious and stressed for a while. For example, when I went to the kindergarten for a parent-teacher conference, it became a hot topic. ”
In addition to the spiritual dilemma, the greater the dilemma is that the more popular they are, the more unstable they are for the company that carries out corporate operations.
It's not so much that they want to flee, it's that they're looking for new coping strategies for business growth.
In comparison, Wei Ya, who was off the air due to an accident, seems to have become the best solution for the top streamers:
From building a live broadcast matrix, investing to creating a personal brand, and then deeply cultivating the upstream and downstream of the live broadcast industry, Wei Ya has now gotten rid of the uncertainty of being a simple anchor and has built a solid foundation for Qianxun.
From Dong Haifeng's daily life about Wei Ya, it can be seen that Wei Ya, who has retreated to the "behind-the-scenes boss", is indeed more comfortable than before.
Source: Most People
It is conceivable that the top performers who are still in front of the curtain and are always ready to be attacked by public opinion must be more envious of Wei Ya than others.
The difference is that Li Jiaqi and Dong Yuhui both chose to resist helplessly, and Simba chose to hand over the burden to Dandan.
It's just foreseeable that if Dandan's moment really reaches the top of 100 million fans, looking back at Wei Ya behind the scenes, she must be full of envy!
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