Many people are curious about how Fu Peng, the person who "dared to leave" Li Jiaqi, is doing. He always seems to be in a contradiction when it comes to live streaming. It is difficult for him to convince himself to become an excited, fast-pushing anchor, "you have to lift your strength and add some performances", but if you maintain the real state of life, the users in the live broadcast room "just scratch away".
And the reason why Want Want can become Fu Peng's successor and sit next to Li Jiaqi is precisely because she has very little internal friction.
Most of the time, the eyes of the public and fans fall on the super head anchors, and their growth experience and rise stories from ordinary people all the way are the most concerned topics. As witnesses and participants in the legend of wealth, the audience's sporadic gaze on the people around them is enough to change the trajectory of their lives. In addition to the big anchors, they have become the "strongest workers" in the live broadcast room.
Text | Chang Fangfei
Edit | Shinno
Operations | Puffs
The strongest worker in the live broadcast room
Half a month ago, Fu Peng canceled all his social accounts. Soon, the entry "Fu Peng enjoys life" rushed to the hot search.
The people at the center of the vortex remained silent. Prior to this, the most distinctive label on Fu Peng's body was always Li Jiaqi's little assistant, the first assistant broadcaster. The last time he appeared in public was in the variety show "Goodbye Lover 3", as a friend of female guest Wang Shiqing, Fu Peng only appeared in a few shots.
▲ Fu Peng appeared in a variety show as a friend of female guest Wang Shiqing. Photo / "Goodbye Lover"
Many people are curious about how this person who "dares to leave" Li Jiaqi is doing. Fu Peng's new home may be a footnote. Like every blogger with goods, his cloakroom is also stuffed with all kinds of clothes and accessories. The living room is full of greenery, and at one time it was necessary to ask someone to take care of it. An entire wall is no longer filled with thousands of lipsticks, but with a collection of figurines. Although this big house is rented, Fu Peng also asked a designer friend to redesign the soft decoration of the house, because "home is a place with my unique attributes".
After "flying solo" in May 2020, like all bloggers, Fu Peng's work is mainly divided into two parts, the first is to meet the needs of the brand, release advertisements and attend brand activities. He has received advertisements for mid-to-high-end beauty brands and luxury brands, including Prada, Dior and many more. The person in charge of the relevant brand also expressed his liking for his kind and gentle style in an interview.
And he brought goods in the first live broadcast of Xiaohongshu, just five months after flying solo. According to the official data, Fu Peng's live broadcast room was as popular as 230 million that night, and the average number of online users exceeded 100,000, becoming the first in the popularity list and the list of goods in the live broadcast room of Xiaohongshu. The second live broadcast was scheduled during the Double 11 promotion, with the number of pre-orders reaching 50,400 and the GMV (sales) of a single game exceeding 20 million, setting a new record for Xiaohongshu's single-game sales with goods.
Xiaohongshu's official public account pushed the first battle report, which has the posture of making him a head blogger. But Fu Peng seemed very casual, and after announcing that he would broadcast live on Xiaohongshu every Friday, he quickly added that this plan is only until 2021, "next year's business, next year's story".
▲ Fu Peng's live broadcast room. Photo / Xiaohongshu public account
His desire to retire grew stronger. In his personal video program "Xiaopeng Friends Travel", facing the rainforest in Xishuangbanna, he was half-lying on a bench, repeatedly shouting that he didn't even want to be an Internet celebrity anymore, and wanted to "Be Yourself", the staff next to him tried to solve the siege, and it was because the fans were not diligent in liking it, Fu Peng shook his head and repeatedly emphasized: "No, no." ”
▲ Fu Peng said that he didn't want to be an Internet celebrity. Photo / "Xiaopeng Friends Travel Story"
For live streaming, Fu Peng, who pays attention to his own feelings, always seems to be in a contradiction. It is difficult for him to convince himself to become an excited, fast-pushing anchor, "you have to lift your strength and add some performances", but if you maintain the real state of life, the users in the live broadcast room "just scratch away".
The counterattack stories of ordinary people still exude an attractive aroma. Most of the time, the eyes of the public and fans fall on the super head anchors, and their growth experience and rise stories from ordinary people all the way are the most concerned topics. As witnesses and participants in the legend of wealth, the audience's sporadic eyes on the people around them are enough to change their life trajectory, and they have become the "strongest workers" in the live broadcast room in addition to the big anchors.
And the reason why Want Want can become Fu Peng's successor and sit next to Li Jiaqi is precisely because she has very little internal friction. Want Want was still in charge of a notebook when he was in charge of attracting investment, which made Li Jiaqi make up his mind. He opened it and looked at it, it was not a diary, there was no mood recorded, only a dense product table. From the price, experience, and similar competing products, Want Want has made detailed marks after understanding. The live broadcast room was noisy, and Want Want was "concentrating on writing notes". He rarely sees someone who has the same determination and belief in live broadcast as himself, "she doesn't care about her own feelings, but cares about the feelings of the people around her."
She did not disappoint Li Jiaqi, and soon became his most trusted assistant. When recording the third season of the variety show "All Girls' Offer", she relied on her high emotional intelligence and tacit cooperation with Li Jiaqi to win all the ideal price mechanisms.
Standing beside Li Jiaqi, Want Want also quickly got out of the circle. Not only is she in charge of herself, but she also gradually has the treatment of a female star. Just a month ago, Zhu Wangwang received an advertisement from L'Oreal. She became the only protagonist in the camera, and even the narrator was tailor-made for her, "Holding an ordinary script, we are born ordinary, but we all deserve to be a more beautiful version of ourselves."
▲ Want Want became the heroine of L'Oreal's advertisement. Photo / Weibo @L'Oréal Paris
Now, her core work has become self-replicating. At the 2023 debriefing meeting, Zheng Ming, COO of Mei ONE, told her that as one of the few successful anchor cases incubated, it is the company's most important strategy to summarize the elements of success and continuously replicate more "Want Want".
Also with heavy responsibilities is the apprentice Dandan, the big anchor Simba.
In October 2021, a live broadcast challenging Simba made her famous. The team released the slogan "Challenge Simba", and the warm-up period lasted for a week. With the carefully prepared dialogue content, the final number of views of a single video exceeded 10 million. The final result did not disappoint Simba, with a single GMV of 1.46 billion, and the GMV of 4 commodities exceeding 100 million.
Now, her next goal, Master Simba, has been set - Kuaishou fans to break 100 million. A month ago, in order to sprint to 98 million fans, Dandan started broadcasting for more than ten hours in a row and sent out 1 million barrels of laundry detergent before finally completing this goal. When the number of fans on the big screen in the live broadcast room scrolled to 98 million in real time, Simba was very happy, and shouted half-jokingly while swinging his body: "On the day when the fans of Dandan broke 100 million, I will strip naked for you to see!" On that day, I retired (out of the live broadcast). ”
Another super-head anchor, Crazy Brother Yang, also practiced the master-apprentice system full of rivers and lakes, which is the same as Simba. No one knows better than Brother Xiao Yang what the "brothers" like to watch. The content style of the apprentice "Yellow of the Traffic Light" (referred to as Xiao Huang) is almost the female version of Xiao Yang, she will not only pour water on her face with full makeup, but also use a hair dryer to aim at her mouth and blow her face until it is deformed. This style of play was once very effective, Xiao Huang quickly accumulated nearly 10 million fans, and the monthly GMV reached 50 million to 75 million at its peak, far surpassing Brother Zui, Qiao Mei, Zhuo Shilin and other Xiao Yang's other apprentices.
Stand next to the C position
It's not easy to squeeze into the live broadcast room of the super head anchors.
On the way to Li Jiaqi's side, Want Want walked for three years. At first, she was not a professional streamer. Like most young girls, Want Want chases stars and also yearns for the entertainment industry. After graduating from Nanjing University of Media and Communication with a major in animation, she successfully became a post-variety show, but there is still a gap between reality and imagination. Most of the time, in the editing room late at night, Want Want spent waiting for the director's new review opinions and re-cutting the show. And at these moments, what accompanies her the most is Li Jiaqi's live broadcast.
At the beginning of 2019, Want Want decided to submit his resume to ONE. In many interviews, she mentioned that in order to show her sincerity, she deliberately wrote a long paragraph to the interviewer. Soon, she became the No. 34 employee of Beauty ONE, mainly responsible for writing planning and operating Beauty ONE's global carefully selected stores.
After the results of the first step were recognized, Want Want got the opportunity to get closer to Li Jiaqi - a few months later, she switched to investment promotion, although she was responsible for the more marginal life and consumer electronics categories in the interior, but finally had the opportunity to walk in front of Li Jiaqi and "recommend the products she chose to him". Later, Want Want came into contact with the beauty track, and there was also Li Jiaqi's encouragement behind it. She began to study every detail of beauty products, grabbed her roommate, who was also in charge of beauty investment, asked "how does this product compare with other (similar) products", and even hoped that the other party could "finish a product" for herself every day after work. During the investment promotion period, Want Want still proved itself and won the first place in the group.
▲ Want Want in Li Jiaqi's live broadcast room. Diagram / Network
Li Jiaqi discovered her trait of being good at communicating with people and encouraged her to face the camera. At the end of 2019, Want Want appeared in front of the camera for the first time as a lipstick model in Li Jiaqi's live broadcast room.
Want Want, who "all girls want to be", gradually expands from one hand to half a shoulder to half a face in front of the camera. She was also completely unconfident for a while, and she also attracted criticism from Li Jiaqi's fans. For example, at the beginning, because of her lack of experience, she didn't know how to catch Li Jiaqi's words, and the two of them either fell silent at the same time or grabbed the conversation, which made Li Jiaqi "break out in a cold sweat". More fans thought that she was not qualified to sit next to Li Jiaqi, directly attacked her appearance, and asked her to withdraw from Li Jiaqi's live broadcast room.
And an important step in making fans accept themselves is to become beautiful. Want Want shows how an ordinary person can counterattack and become a "female star" in the mouth of fans - spending "a lot of money" to wear braces, do double eyelids, and learn makeup, and there are more than 20 million notes under the topic of "Want Want Becomes Beautiful" on Xiaohongshu. And most importantly, the wages are high. Fans have even coined a new word for her: a salaried student.
▲ Notes related to Want Want Beauty. Photo / Screenshot of Xiaohongshu
She is an excellent footnote to the "anchor dream" in this era: from operation, investment promotion, and finally becoming an independent anchor step by step. In the traffic colosseum, where the end and rules cannot be seen clearly, on the assistant broadcast station, where the audience is mainly composed of women, the way to fight a way out is not to bleed, but to become beautiful, successful, and more successful.
Almost at the same time as Want Want walked into Li Jiaqi's live broadcast room, Simba accepted his first female apprentice Dandan. An apprenticeship ceremony was witnessed by tens of millions of fans through Simba's live broadcast room. Less than 20 minutes after the two met, the master-apprentice relationship was settled, and Simba judged, "Just (rushing) this mouth, it is a 2 billion player." At that time, the highest GMV of a single game was only 1 million yuan.
DanDan originally majored in French in college, but she showed an interest in making money early on. By sharing outfits, Dandan has accumulated hundreds of thousands of fans on Weibo, opened a clothing factory before graduation, and has 6 Taobao stores in her hands during the peak period, from products to store operations and customer service management, she has done it all by herself.
Seeing the huge commercial potential of Kuaishou's rise, she began to broadcast live on her own, starting at 8 o'clock in the morning, for several hours at a time, "wanting him (Simba) to see me". She felt that Simba had a strong supply chain and selection pool, and she was willing to go to him to do a sales. No one understands better than she means by the numbers Simba brings in goods. On many occasions, she mentions those numbers with envy and adoration. "At that time, the sales of 100,000 a day in Kuaishou were already very good, but my master easily won 50 million, 80 million, or even 100 million in one night, and I want to catch him to get the Year of the Monkey."
In the end, Dandan met Simba through his fellow countryman and Xinxuan's partner Gaber. Different from the way Mei ONE cultivates assistant broadcasters, Simba's drainage method is simpler and more direct. After each apprentice apprentices, Simba will let them appear one by one in his live broadcast room: "The children are all taken care of by their families." Before a word landed, Dandan's fans instantly rose by 730,000. In every live broadcast, as long as Dan Dan is around, Simba will ask fans to pay attention to her, "crazy point attention".
A large number of followers convert into traffic and wealth. A month after the apprenticeship, Dandan started his first live broadcast under Simba. She only received an official notice from the company 4 hours before the start of the live broadcast, when she was "unkempt and did not prepare any products", or the operation team told her that the products that were about to start the broadcast were down jackets and furs, and told her the characteristics and order of the products. Everything seems very simple, and she only needs to rely on her own neat "mouth" and experience in selling clothes to sell these products. In the end, after a 4-hour live broadcast, she sold 27 million yuan.
Today, four years later, Dandan has become the head anchor of Kuaishou. As early as 2021, with the blessing of her master Simba, her single sales exceeded 1.2 billion. Now, she is working hard for the new goal of "breaking 100 million fans" set by Master.
She is also happy to show fans her luxurious life after success. For her birthday this year, she received a variety of luxury bags in rare leather, as well as a necklace with a glittering golden heart. Fans called her Her Royal Highness the princess and asked her enviously if the necklace was pure gold, and she immediately replied, "(The price is) 50 W (10,000 yuan)".
And Want Want's accumulation of wealth has also become the topic that Li Jiaqi's fans are most concerned about. Once, Want Want checked his salary in the live broadcast room, Li Jiaqi leaned over to watch, and then exclaimed, "Wow! He half-jokingly lamented that Want Want's current monthly salary is equivalent to the income he earned for 10 years when he worked as a salesman at L'Oréal. At one time, it was rumored that Wangwang's monthly salary exceeded 800,000 yuan, although she said that it was not so exaggerated, but this year she has put "buying a house in downtown Shanghai on the agenda". In this counterattack script, fans believe in a narrative of "I can also try to be her".
And the last one to complete the counterattack was Fu Peng. He and Li Jiaqi met in Weishi. At that time, Fu Peng was the store manager of Estee Lauder, and Li Jiaqi was a clerk of L'Oreal. In addition to being peers, they are also roommates.
For a long time, Fu Peng has been the person who delivers things and looks for goods in the live broadcast room. Everyone gradually began to be curious about the people outside the camera, and they left messages to meet this silent "little assistant". It wasn't until the cumulative number of viewers in Li Jiaqi's live broadcast room exceeded 10,000 that he let go of his words, as long as the number of likes exceeded 1 million, he would let Fu Peng enter the camera. Unexpectedly, this goal was achieved that night.
In addition to the broadcast assistant, Fu Peng is also responsible for the most critical selection link in the live broadcast room outside the camera. If a product wants to enter Li Jiaqi's live broadcast room, he is the most stringent gatekeeper. Every afternoon, the merchants brought in a variety of products, and most of the products were rejected within seconds. It has been reported that the barcode of a Thai lipstick starts with 69, and Fu Peng can see at a glance that this is a domestic OEM product; From the packaging to the effect, an essence is similar to a big brand, Fu Peng felt embarrassed by the positioning, and immediately refused. Li Jiaqi also mentioned the strictness of product selection, "Some employees will be forced to cry by me and my assistant."
Compared with such a story, the apprentice of Crazy Brother Yang and the anchor "Yellow of the Traffic Light" (referred to as Xiao Huang) are far from being so smooth. Although the method of signing the matrix master of the three sheep is the same as that of the predecessor Simba, in October last year, when Xiao Yang's apprentice "Yellow of the Traffic Light" brought YSL air cushions, she was criticized for her dispersive and hysterical live broadcast style, and as of now, she has been off the air for three months.
At first, Master Xiao Yang tried to hold grievances for his apprentice, but in front of the camera, he explained that this turmoil had brought a lot of pressure to Xiao Huang, and he had "become very restrained and could not go back to the past".
After the twists and turns, Xiao Huang gave up the funny and nonsensical way of bringing goods that brought her attention and caused trouble. In the past two months, she has explored a new content style, not only shooting travel Vlogs, but also imitating the outfits of Jang Won-young, a member of the popular Korean girl group. Fans found it difficult to adapt to Xiao Huang's style change for a while, and "the funny girl danced with sweet gestures, which made people fall into contemplation". It is difficult to return to the previous one, and the number of her fans has dropped from 9.41 million before the suspension to 9.04 million.
▲ Xiao Huang's travel vlog. Figure / Screenshot of Douyin
A machine for precision occlusion
A significant change is that the over-the-top anchors have gradually disappeared into the live broadcast room.
Since last year, Li Jiaqi has consciously reduced the frequency and duration of live broadcasts, and the assistant broadcasters have gradually occupied the live broadcast room. At the end of April this year, Li Jiaqi, who thought that "if the anchor wants to do well, he will not have a life", gave himself a long vacation for more than ten days, and did not appear in the live broadcast room until May 6. At the annual debriefing meeting of ONE in the United States, he revealed that this year, he also plans to allocate a full day of time every week to the assistant broadcaster, in the form of competitive recruitment. In addition to making lectures, the assistant broadcasters are also responsible for "selecting products and finding partners", which has become the absolute core of the live broadcast room.
It's hard to be on your own, and it's also not easy to stand by the side of a big anchor for a long time. To catch their huge traffic, knowing the product is just the most basic requirement. In Li Jiaqi's lipstick wall, which envies all girls, Fu Peng only needs a second to find the corresponding location of each product.
▲ Fu Peng and Li Jiaqi in the live broadcast room. Figure / Taobao screenshot
The assistant broadcaster almost has to maintain the same work rhythm as the overhead anchor. After Fu Peng came to Shanghai, he only had high-intensity work every day, no social interaction, and his 24 hours a day were precisely divided and labeled, and all he could think of was "what is the next job and what will be tomorrow's work".
For Want Want, the first big test in the anchor's career is Double 11 in 2020. Li Jiaqi took the stage to perform the show, and Want Want was in charge of the live broadcast of five products during the 20 minutes he was absent. In order not to make mistakes, she rehearsed repeatedly for 3 days, and memorized the live broadcast scripts of 20 products before and after in one go.
The spinning top that has been spinning, stopping will only feel empty. No matter how late you work, Want Want tries to arrive at the company on time at one o'clock in the afternoon. If she is late, she feels that "she is not working hard". Fu Peng also had a similar experience. During a break, an old friend from Nanchang who was working came to see him, accompanied him shopping, bought a few clothes, and watched a popular movie. After resting all day, Fu Peng was listless, and his friend asked him what was wrong, and he said: "It's still full of live broadcasts." ”
More often, they have to round the field and clear obstacles for the big anchors.
When selling perfume once, Li Jiaqi said that this bottle was really colored, and Fu Peng hurriedly added: "Do you mean that it is green and astringent?" The plus-size home clothes were sold out first, and Li Jiaqi blurted out: "There are a lot of chubby girls in the live broadcast room." Fu Peng immediately retorted because girls like wide pajamas, not fat.
And the relationship between Dandan and Master Simba looks even more complicated. In front of her, Simba sometimes plays the role of a "loving father" and sometimes becomes a "strict teacher". On the first anniversary of his apprenticeship, Dandan kowtowed to Simba in the live broadcast room, just to "thank you dad for everything I have given". Simba also refers to Dan Dan as "my girl", when in fact the two are only 7 years apart.
More often than not, within Xinxuan, Simba has supreme authority, including, of course, the power to publicly reprimand his disciples. A month ago, the number of online users dropped from 580,000 to 400,000 two hours after Dandan's broadcast, Simba immediately interrupted, "I'm not in a hurry after dropping more than 100,000 fans, I'm still talking here!" ”
Simba is in danger, and Dandan is rightfully going to be the fill-in. In the first year of apprenticeship, Dandan encountered a test. In November 2020, Simba paid consumers 61.98 million yuan because of the sugar water bird's nest incident. After CCTV named Simba, the news of the investigation by the Guangzhou Baiyun District Market Supervision and Administration Bureau came quickly. The recoil of the incident lasted for more than a month, and it wasn't until December 8 that Dandan started his first live broadcast on Kuaishou that month, and Simba also appeared. This is a careful temptation by the apprentice in place of the master.
There are also some special occasions when Dandan also charges in place of Simba. Just a few months ago, Guan Qian, CEO of Xinxuan Group, who had been in office for less than a year, quietly resigned. Previously, the introduction of management with a large factory background was also regarded by the outside world as the first step for Xinxuan to open formal management and dilute the master-apprentice culture.
Before the release of the new notice on personnel appointments and dismissals, the fierce conflict between Dandan and Guan Qian had spread all over the Internet. In the widely circulated chat logs, Dandan is like the founder of a business and a big parent, and his tone is no different from Simba. She accused Guan Qian of recruiting her descendants and spending money indiscriminately. After Guan Qian withdrew from the group, Dandan did not stop chasing and beating in the circle of friends, saying that he had "eliminated harm for the people", and suggested that "peers should use it with caution". Dachang's style seems to be difficult to integrate with Simba's team, this is not the first time Dandan has expressed dissatisfaction with Guan Qian, she once shouted during the live broadcast: "My master is used to you, it doesn't mean that I am used to you." ”
▲ In the widely circulated chat records, Dandan is like a big parent. Diagram / Network
Dandan, of course, has this confidence. According to the data of the new list, in 2023, Dandan's performance in Kuaishou will be at the top of the list, with a GMV of 17.1 billion, and after reducing the frequency of live broadcasts, Simba's GMV will be 12.5 billion, and the two will bring nearly 30 billion yuan in total.
Xiao Huang was not so lucky.
At the beginning, her hysterical and funny live broadcast style was in the same vein as Brother Xiao Yang. She also expressed her loyalty to Brother Xiao Yang many times during the live broadcast: "I signed a lifelong (contract) with the company." "But the ups and downs of traffic are not easy to predict. Xiao Huang's last live broadcast was still on February 21 this year, with a GMV of only 500,000 to 750,000 yuan, while it had remained between 5 million and 7.5 million before, a drop of 90%. Screenshots circulating on the Internet show that because Xiao Huang has no live broadcast plan for the time being, the operation department has notified all authorized live broadcast slice editors of Three Sheep to convert her authorization to other talents.
Brother Xiao Yang also began to focus on his other apprentice, Boss Seven. He repeatedly said that Boss Seven was his most proud disciple, and "the most luxurious live broadcast room was also handed over to her to use", and more resources were also tilted. Boss Seven caught Brother Xiaoyang's traffic and rushed into the top 20 of Douyin's talent list for two consecutive months.
The overhead live broadcast room is like a business machine that handles traffic. The overhead anchor is the most critical component, and to ensure that the machine never stops, it also needs the precise engagement of other gears. But there are also some people who are inevitably tired of becoming one of the cogs, and at that time, separation becomes the only ending.
It's hard to say when Fu Peng wanted to leave Li Jiaqi's live broadcast room. Maybe it was when he responded to the surging bad comments and responded to "No matter how much you hate me, the person sitting next to Li Jiaqi will be me, and it can never be you", or maybe it was when I found that I could only maintain a high-spirited tone for three minutes when I was speaking.
In short, in May 2020, Fu Peng announced his transformation behind the scenes and left Li Jiaqi's live broadcast room. Fu Peng once revealed in his personal B station account that he cares too much about those negative comments, "not as much as Jiaqi". Li Jiaqi also mentioned this when explaining Fu Peng's decision, and too much malice made him very unhappy.
Before fully withdrawing from the network, Fu Peng summed up the changes in his mentality over the years, when he was young, he was eager to build a "utopia", and his best friends could live together and be happy every day. And now I understand that even if I am a friend, we must keep our distance so that "it will be better and go further". The same seems to be true of the cause. He once stood at the tuyere of traffic, and after leaving the position of the little assistant, Fu Peng said that he had the feeling of regaining his life.
▲ Picture / Fu Peng video
Before coming to Shanghai to work hard, Li Jiaqi and Fu Peng's vision for the future was very simple. Li Jiaqi thought about buying a Mercedes-Benz and raising a lot of puppies. They also discussed that if they earn enough 20 million, they will go home. This goal has already been achieved, Li Jiaqi looked farther away, and Fu Peng decided to live a life of "a little leisurely and a little slack" at this moment.
The article is the original work of Daily People, and infringement must be investigated
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