The next "Northeast Rain Sister"? With 2 million fans, "Wang Beisi" Kuaishou broadcast live for the first time with a GMV of 10 million

36 Krypton

2024-05-13 10:39Posted on the official account of Beijing 36Kr

Wang Beisi's Kuaishou live broadcast was supported, and the trust in the private domain of the three rural anchors was effective.

On the 21st day when Sister Yu in Northeast China temporarily left the Internet due to illness, a farmer anchor named "Wang Beisi in the Northeast" completed a blood-boiling live broadcast in Kuaishou-

With just 2 million followers, it has won nearly 10 million paid GMV, with a cumulative order volume of more than 290,000 orders, and 24,000 orders of the best-selling signature beef sauce.

Wang Beisi uses Sister Yu's 1/10 size of fans, why can he create such a dazzling result?

The answer lies in Kuaishou's traditional areas of strength: the sticky private domain and the trust that comes with it.

The fast hand journey of the virtuous Yichun daughter-in-law

Starting from the end of 2022, Wang Beisi began to post short videos on Kuaishou and Douyin, and as of now, he has 2.17 million fans on Kuaishou and 3.01 million on Douyin. She is a Sichuan girl, and lives in Yichun, Heilongjiang, known as Lindu, with her in-laws and daughter Millet Porridge, living a calm and warm rural life. Over the years, her husband Dawei has been starting a business outside, gathering less with her and leaving more, and Beisi, who revolves around the elderly and children every day, is a little depressed and depressed, and has always wanted to do something of his own business.

So, she tried to pick up her mobile phone to record her life and that of her family, and tried to be a blogger about agriculture. As a Sichuan girl, the most important thing in Beisi is a vigorous momentum and refreshing self-confidence: "We think to ourselves, we don't lack anything, and we are not worse than others, let's try to see if we can succeed and challenge it." ”

Unexpectedly, the first video received 208,000 likes on Kuaishou, in the video, she just finished cleaning up the straw in the field and went home to cook, helping to persuade her quarrelsome in-laws, and she was emotionally stable, always smiling sweetly, Lao Tie asked in the comments: Where to find such a good daughter-in-law now?

"Virtuous Yichun daughter-in-law" is Wang Beisi's label on Kuaishou. In the short video, she is not ambiguous at all when she does farm work, making dumplings, boiling big elbows, inserting pepper seedlings, digging wild vegetables, going up the mountain to help the fungus farmers harvest, and going into the city to entertain guests.

In addition to showing the hot and energetic rural life in the Northeast, Beisi also has a gentle side as a wife, especially the warmth with the elders in the family can very impress Lao Tie. Married 3400 kilometers away, she has more dependence on her in-laws, such as her parents, and the relationship between her mother-in-law and daughter-in-law has been easily solved in Beisi.

Fans feel that Beisi is a model of a virtuous daughter-in-law around them, and they are more willing to talk to her about the heart-wrenching words, the hardships of marrying far away, the difficulties of old and young, and the difficulties of life, just like chatting with the neighbor's sister-in-law, my heart is comfortable. Some fans want to start a business from Shandong to Tibet, and they also came to the comment area to say it. Seeing that the fourth father-in-law of the north was wearing an old camouflage to work, a fan of the Electric Power Bureau still had to send the work clothes of the unit to the fourth father-in-law, saying that the clothes were more resistant to dirt and wear. In Kuaishou, such warm stories happen every day between fans and talents, and they think about each other, just like distant family members.

Since Sister Northeast Yu and "My Hometown in the Great Northeast" have become popular in the circle, Wang Beisi has also begun to consciously use this compact and passionate BGM in the creation of short videos, hoping to keep up with the trend and become popular. Wang Beisi has also tried to monetize live broadcasts, judging from Feigua data, she has sold 35 shows on other platforms in the past year, with an average GMV of about 25,000 to 50,000 per game. This time for the premiere of Kuaishou, Wang Beisi carefully prepared for a whole month, but until the broadcast, she still had no bottom in her heart: how will these iron fans who ask for warmth, have short parents, and talk about everything, what will they think of their behavior of starting a broadcast and selling goods? Will she be considered to be "cutting leeks" like some unscrupulous anchors, or will you believe her sincerity?

Lao Tie did not disappoint Beisi, when he saw that 80,000 people in the live broadcast room were online at the same time, and the goods on the shelves were empty again and again, Wang Beisi was a little choked: "I didn't expect it to be to the current level, I really didn't expect Kuaishou fans to support me so much, believe me."

Because it's a two-way street. Whether it is shooting short videos or selling goods in live broadcasts, Wang Beisi always thinks that fans cannot be disappointed, and the wishes of fans must be satisfied as much as possible. Every time Beisi updates a short video, there are often 10,000 or 20,000 comments, and Beisi, who is busy with farm work for a day, will insist on replying one by one. Bei Sifa's video of making beef sauce by herself, fans were greedy and wanted to eat it, so she was proud to pet her fans, and the two words of refreshment - "arrangement". In order to restore the taste in his video, Beisi inspected a number of factories, played more than 20 versions before and after, and finally reached a single product of 24,000 orders and more than 1.6 million GMV.

Beisi's pet fan principle is to do what it says: others sell 130 yuan a bucket of protein powder, and she sells 130 yuan for four buckets; The audience continued to put one dollar and three yuan of household goods for 13 hours, and a total of 160,000 orders were placed after the game, and they also paid out of their own pockets to send TVs, refrigerators, washing machines and other household appliances to fans for free. Wang Beisi and her husband Dawei repeatedly emphasized that sincerity is the key in the face of fans, "If you really want to put it, fans also believe that not being able to shoot videos and live broadcasts are two different things." ”

It is precisely because of such sincerity that the trust of the old irons has been exchanged. As soon as the warm-up video of the debut of the Beisi live broadcast was released, fans left messages of support and cheered for her, there were few black fans, and some mothers were worried that their sleeping children would miss the live broadcast, and bluntly said that they were watching the live broadcast of Beisi in their dreams. As of the end of 2023, the cumulative number of mutual users on Kuaishou has reached 33 billion pairs, and the high repurchase rate based on the trust relationship has always been one of the characteristics of Kuaishou e-commerce.

When it comes to planning for the future, Beisi's idea is very simple, that is, it hopes to provide fans with good goods through e-commerce, and also help promote the good things from the local source in Yichun. Last year, Beisi helped unsalable fungus farmers sell 60,000 Yichun fungus, and this year she has upgraded the fungus from packaging design to product control, and the price of a bag has been reduced by 5 yuan, and she is committed to sending the best fungus to Lao Tie at a price that is "higher than that of the second dealer". Beisi is always worried that Yichun's good things can't go out, and she also feels sorry for the hard work of the fungus farmers on the mountain, and her love and responsibility for her hometown also makes Lao Tie more and more proud of this Yichun daughter-in-law.

Two-way private domain trust gives rise to more business possibilities

There are many creators like Wang Beisi in Kuaishou.

The first seven days in the village were originally an anchor who caught up with the sea, and the original intention was to move the real, filter-free family relationship to Kuaishou, and then he sold seafood along his short video content, figured out Lao Tie's needs, and achieved the ultimate in "parity" and "freshness" in every pass of good quality control. He said that when selling goods, you should not only think about making money for yourself, but also think about each other's good. It was this compassion for Lao Tie that allowed him to set a record of GMV1900 million fresh products in a single game, leading the village to sell more than 300 million yuan of special seafood products, and becoming a veritable "sales champion" in the Kuaishou fresh category.

Jianing, a forest girl, resigned from a state-owned enterprise and returned to the Changbai Mountain forest area where she grew up, photographing the food, beauty and interesting stories in the mountains, and planting unsalable but high-quality wild vegetables, mushrooms, and hazelnuts in the mountains into the hearts of fans, becoming a "porter of Northeast specialties". After she started to try to bring goods, she would show the process of picking and processing agricultural products in the video, and slaughter them on the spot during the live broadcast of selling black pork, so as to ensure that fans could see clearly and buy with confidence, and sold more than 20 tons of agricultural products in total, helping more than 100 families to increase their income.

Rice Yiduoer has been teaching rice agricultural technology in Kuaishou for 6 years, and she teaches rice knowledge in a language that Lao Tie can understand, hoping that through her own efforts, "farmers can earn an extra 10,000 yuan every year". During the busy farming period, she broadcast live on Kuaishou for 8 hours a day, prepared 4 phone calls to answer Lao Tie's questions, and drove hundreds of kilometers back and forth in order to personally go to the field to diagnose the seedbeds for farmers. It is this unreserved dedication that has allowed this agricultural technology anchor to accumulate strong fan trust and dealer resources. She connected the live broadcast room, B-end dealers, and C-end farmers in series, so that dealers got more customers, farmers got more preferential prices and more reliable after-sales service, and the GMV of the first live broadcast with goods reached 1.86 million yuan.

These creators have very different personalities and experiences, but they are deeply loved and trusted by Lao Tie, and the secret to smooth monetization is also very similar, that is, authenticity and sincerity. They actually solve problems for their fans and seek benefits for their fans, and their recognition of them will also translate into strong purchasing power, which is a long-term and sustainable private domain monetization value. These seemingly romantic two-way rushes in today's society allow Kuaishou Sannong to show a broad and imaginative prospect. In 2023, more than 1.36 billion orders for agricultural products will be sent to all parts of the country through Kuaishou, an increase of 56% compared to 2022. In the fourth quarter of 2023, the number of creators who earn income through e-commerce and marketing services on Kuaishou increased by more than 30% year-on-year.

Although the rural track is crowded, the miracle of Kuaishou's private domain is still happening.

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