The first sister of the live broadcast brings goods, and the fans are about to break 100 million

Paidai said

2024-04-24 20:26Posted in Guangdong science and technology creators

The first sister of the live broadcast brings goods, and the fans are about to break 100 million

Author | Lin Xia

Edited by Wending

Simba's apprentice and Kuaishou's first sister "Dandan" fans are about to break 100 million.

On April 14, "Dandan" was broadcast for more than ten hours, giving away 1 million barrels of laundry detergent, and the number of fans successfully sprinted to 98 million. During the live broadcast, Dandan also bowed and thanked his master Simba, Simba joked: "On the day when Dandan's fans broke 100 million, I will strip naked for you to see! ”

On April 16, Dandan released a video again, saying: "Next month, I will prepare to break 100 million fans." ”

Up to now, there are only 2 e-commerce anchors with more than 100 million fans on the whole network, one is the crazy little Brother Yang of Douyin, and the other is Simba of Kuaishou. Breaking 100 million fans represents a strong fan appeal and a recognition of fans' ability to bring goods. What is curious is, how was the top streamer Dandan born? After Simba retires, can Dandan, who has more than 100 million fans, support Xinxuan's future?

On the day the fans broke 100 million, Simba retired

In April and November before the start of this broadcast, Dandan's fans were about 96 million. A successful live broadcast directly increased the number of fans for DanDan by more than 2 million, with estimated sales of more than 300 million yuan. How did she do it?

Before the broadcast, Dandan released nearly 10 warm-up short videos to accumulate popularity for the live broadcast on April 14, the video content includes the list of live broadcast products, sprint to 98 million fans to challenge the goal, etc., and the anchor's nickname on April 14 was also changed to "Dandan will send a million bottles of laundry detergent today".

At the beginning of the broadcast, the product portfolio of this live broadcast was also very rich, including low-priced products to attract traffic and run volume, as well as high-priced products to ensure profits and earn word of mouth.

In addition to the laundry detergent for 1 yuan, the low-priced products also have 1 cent Haitian soy sauce, 8.9 yuan of feather vitamin softener, 9.9 yuan of dental floss, and high-priced products such as 69.9 yuan of snail powder, 1879 yuan of Hisense air conditioner, etc., of which 50,000 pieces of snail powder have been sold, and thousands of air conditioners have also been sold.

The successful marketing momentum in the early stage and the powerful goods during the live broadcast made Dandan's fans successfully rush to 98 million. Simba said excitedly in the Dandan live broadcast room: "Next time we will break through 100 million." The account that I am interested in cultivating, from one million to one hundred million, this is my work, which can beat the entire industry. ”

No one's success is achieved overnight, and it took about 6 years for Dandan to go from 0 to 98 million followers.

Looking back on the history of Dandan's fame, the process is extremely inspirational. Born in 1997, she is a native of Changchun, Jilin Province, and started her own business at the age of 18. In the beginning, she opened a micro-store on campus, selling up to 2,000 pieces of "hot pants" a week, and later opened a Taobao store, and at its peak, she ran six women's clothing stores at the same time, and also opened her own factory.

In 2018, Kuaishou began to focus on live broadcast e-commerce, and Dandan entered the industry the following year. With a deep understanding of the apparel industry chain and a strong grasp of the trend and quality of apparel, it has begun to show its prominence in the field of apparel delivery. With its fashionable appearance, lively personality, and trendy clothing style, Dandan has quickly accumulated millions of fans.

In October 2019, Dandan officially joined the Xinxuan family and became Simba's apprentice. According to rumors from the outside world, Simba only met once and chatted for half an hour, and decided to sign this motivated little girl, and thought that she would become a live broadcast player with tens of billions of goods.

After joining Xinxuan, he received blessings from live broadcast skills, product selection supply chain, and traffic operation. With the increasing number of fans, the products brought by Dandan, have gradually expanded from clothing to all categories such as beauty, mother and child, electrical appliances, and household daily necessities.

In 2020, Dandan's total of 8 billion goods will be brought in Kuaishou, ranking fourth on the whole network, second only to Wei Ya, Li Jiaqi, and Simba. In October 2021, Dandan's monthly sales volume reached 3.4 billion yuan, and it became the "king of sales" on the platform in the Kuaishou 116 Shopping Festival in November.

Speaking of this time, Dandan's impact on "100 million fans" is also accustomed to it.

"Whether it's Simba or Dandan, they're good at marketing and finding gimmicks. In the past, Dandan has had live broadcasts such as 'Challenge Kuaishou Selling King' and 'Challenge Simba', and in the end, the anchors gained fame and fortune, consumers watched the excitement, and merchants did event marketing. A merchant commented.

In October 2021, Dandan challenged Simba, and used content such as "Challenge Simba" to warm up before the live broadcast to create highlights, and the live broadcast attracted a lot of popularity, and 1 million people instantly poured into the Dandan live broadcast room. In the end, both the popularity and the amount of goods brought created a record high in the history of Dandan, and the GMV of a single game reached 1.461 billion yuan.

"The challenge of fans breaking 100 million is a highlight, and it is just a highlight for everyone to pay attention to. For merchants, the signs of Dandan's inheritance of Simba's mantle are becoming more and more obvious, and they may not be able to find Simba's cooperation in the future, and they can also go to the Dandan's live broadcast room. A daily necessities merchant said.

In addition to the halo of "big sister", why did Dandan become the top stream?

Everyone knows that when Kuaishou starts a live broadcast, the anchors have a tradition of playing each other's lists. For a long time after Dandan joined Xinxuan, he was the "No. 1" in Simba's live broadcast room, and Simba was his diversion. Many people know Dandan from Simba's live broadcast room.

This year, Dandan has joined the Xinxuan family for nearly 5 years and has grown into the "senior sister" of the Xinxuan family. In 2023, more than 50% of the top 10 anchors in Kuaishou live broadcast sales will be Xinxuan Group anchors. Among them, Simba's apprentice "Dandan", Simba himself, and Simba's apprentice "Shi Da Beautiful" occupy the top three, with an estimated total amount of 17.1 billion yuan, 12.5 billion yuan and 4.47 billion yuan respectively.

So why is Dandan so pleasing to "Lao Tie", and the amount of goods is getting higher and higher year by year? Paidai combines the views of merchants and fans to summarize the following three reasons:

First, the straightforward, independent, and sincere character is compatible with the old irons. As a Northeasterner, Dandan's image is young, energetic, and cheerful, the growth process is very inspirational and independent, and the live broadcast style is sincere, friendly, and down-to-earth. For fans, the anchor has two temperaments: "fashionable" and "down-to-earth", so that fans have no sense of distance and can trust her selection and recommendations.

Many fans know the history of Dandan's struggle, and they have an idolatry psychology towards Dandan. "Dandan is only a year older than me, but there is so much for me to learn. A girl with a boy living in her bones is simply my idol. A fan left a message on Xiaohongshu.

Second, the character of "Simba's loyal apprentice" has been recognized by fans. In the early days of the live broadcast, Dandan often broadcast live with Simba in Simba's live broadcast room, and Simba often taught and reprimanded him, but Dandan never lost his temper, and he didn't fight back. This kind of hard-working, focused, emotionally stable, and attaches importance to the relationship between master and apprentice has been praised by many fans.

Fans who often watch Simba's live broadcast room know that Simba's temper is notoriously short-tempered. When Dandan and Simba first broadcast live together, they were reprimanded by the other party to cry countless times. Even many Internet celebrities in the circle have ridiculed: "Although Dandans are very powerful, we normal people really can't envy them." After all, it is estimated that no one but her can accept Simba's temper. ”

Third, mature live streaming skills and marketing techniques. If you look closely, you can know that Dandan releases dozens of grass planting videos before each live broadcast, giving gimmick products for live broadcast on the spot, such as ultra-low-priced brand top-notch goods, or free delivery of massive products, including mobile phones, toilet paper, laundry detergent, etc.

During the live broadcast, Dandan constantly urged fans to place orders by bargaining, temporary price changes, and gifts for fans, and when displaying goods, it will also highlight the advantages of the goods through tests and professional reports, so that fans feel that they are worth buying. In each live broadcast, the product portfolio is very rich, and each product has low, medium and high unit price products, including drainage money, main promotion money and profit money.

|Simba exits, can Dandan hold up Xinxuan's future?

In March this year, Simba revealed in a casual chat with fans in the live broadcast room that he had the idea of quitting the live broadcast and bringing goods, and hoped to learn from a different track. "I want to settle for two years and go out to learn how other people's artificial intelligence is done. He said.

If Simba intends to quit the live broadcast industry, then the Xinxuan family needs someone to take over. And Dan Dan has always been cultivated by Simba as a "successor", and now it looks like Dan Dan can support Xin Xuan's future?

Some people believe that Dandan has the strength to take charge on his own. In their opinion, the number of Dandan's fans is about to exceed 100 million, and it has reached about 98 million, and has about 5 years of live broadcast experience.

Some people also think that since the year before last, Kuaishou is de-Simba, and the anchors in the Xin Xuan family will also be affected to a certain extent, and Dandan may not be able to become a top anchor like Simba. In 2022, Kuaishou announced its financial report, saying that after more than two years of adjustment, the proportion of GMV contributed by the six major families led by the Simba family to Kuaishou has decreased from 30% to 10%.

The neutral view is that the future situation of Dandan is uncertain, but the "power" of super-head anchors on other platforms has greatly decreased. They began to stay away from the front line, and other anchors continued their live streaming business.

In February this year, Brother Xiao Yang only carried out a live broadcast to bring goods, which caused his ranking of bringing goods that month to fall out of the top 20 on Douyin, which caused heated public opinion. Brother Xiao Yang responded in the live broadcast room that he does plan to reduce the number of live broadcasts this year, and he will invest more energy in the operation of the "Xiao Yang Zhenxuan" brand and the company's new offline entertainment and tourism business, such as music festivals, film and television, etc.

Li Jiaqi's MCN agency has also opened a matrix account, including all girls, all girls' wardrobes, etc. In the daily live broadcast, Li Jiaqi himself also reduced the time to appear on camera, and the start and end of the live broadcast were all broadcast by the assistant broadcaster, and some live broadcasts were all completed by the assistant broadcaster.

There are all kinds of signs that the development model of over-the-top anchors is failing. "Merchants are also reluctant to give the price strength of the bottom price to the head anchor, and consumers have gradually become tired of the drama of acting bargaining. Some e-commerce practitioners said.

However, Xin Xuan doesn't seem to put his eggs in the same basket either. The future development of the Xinxuan family does not only rely on Dandan, and there is no need for Dandanto to play the role of an absolute leader like Simba.

Judging from Xinxuan's current actions, on the one hand, Xinxuan has cultivated a number of big accounts in the middle and waist, such as Shida Beautiful, Mao Sister, Chu Ruixue, etc., this anchor matrix will share the performance pressure for Dandan;

In the future, if Xinxuan Group wants to continue its long-term development, it not only needs anchors such as Dandan to strive to maintain market competitiveness and maintain fan stickiness, but also relies on the cooperation of cooperative merchants and cooperative factories and the group's supply chain integration capabilities, and also relies on the guarantee of user experience in after-sales, logistics, customer service and other links after each order.

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