Author | Bright
Edit | Wending
Li Dan's live broadcast popularity in Xiaohongshu has surpassed that of Dong Jie, the former sister of Xiaohongshu.
On the evening of August 22, talk show stars Xu Zhisheng and Hulan appeared in Li Dan's live broadcast room as mysterious guests, attracting more than 900,000 viewers in total, with a peak number of 37,600 online, which surpassed the number of online users during Dong Jie's live broadcast.
Xinhong data shows that in the past month, Li Dan has opened a total of 7 live broadcasts with goods, with an average of nearly 600,000 viewers per game. This has brought a large number of new users and sales traffic to the Xiaohongshu platform, and Li Dan is also expected to become the next brother of Xiaohongshu.
A talk show-style live broadcast room
The talk show actor changed his career to do live broadcast and bring goods, and Li Dan brought a humorous and light-hearted style to the live broadcast room.
He will open the show in a self-mocking way, allowing the audience to enter the live broadcast in a relaxed atmosphere, instantly narrowing the distance with the audience. This unique opening method can attract a large number of viewers into the live broadcast room within the first few minutes of the live broadcast, paving the way for subsequent sales.
Li Dan also opened up a new way of live broadcasting, defining the live broadcast room as a "commissary", and also reading letters from fans in the live broadcast, most of which are troubles or interesting things in life and work, which are easy to resonate with users.
For example, a fan wrote and said: "I'm a school teacher, and I found out that two colleagues were having an affair last semester, both of whom are married and have children, but I think they are both teachers, so they should be restrained." But one night during the summer vacation, I saw the two of them shopping at the mall together. I'm so scared that they'll be found out by their respective lovers, get into trouble with school, and preferably be expelled. Then I'll be driven ducks to the shelves, I don't want to be a class teacher! ”
Li Dan commented: "The two of them cheated, and it was you who were hurt." Subsequently, when he gave fans ideas, he was also interspersed with product placement, "You take beef jerky, and while sharing it with other teachers, you say that someone in the school next door has a husband who is going to the school to ......", taking the opportunity to knock on these two cheaters.
Similar to the above, the humorous way of speaking and the content of reading letters that can trigger mood swings have kept the interaction rate of Li Dan's live broadcast room at a high level, and the audience actively left messages and asked questions, and the average number of interactions per live broadcast can reach tens of thousands.
Although Li Dan's live broadcast popularity surpasses Dong Jie, the current average amount of goods per game is only about 500,000 yuan, far less than Dong Jie.
In Li Dan's commissary, beauty and skin care, fashion clothing, household products and other categories of goods are covered, but they are mainly concentrated in the field of food and beverages, such as lye bread, peach wine, shaqima, soft seed pomegranate, coffee, chocolate, etc. The average price of most commodities is within 100 yuan.
The popular product in its live broadcast room is air-dried beef crisps, which are made of high-quality beef raw materials and made by a unique process, with a crispy taste and are deeply loved by consumers. The estimated sales volume of the product in the past 30 days is 33,300, and the sales volume of a single product exceeds 2.29 million yuan.
Some fans commented, "This is very consistent with his image of loving drinking and reading." However, some industry insiders pointed out that "the unit price of food and beverage is relatively low, and the decision-making cost of the audience is low, which is easy to produce impulsive consumption." ”
One hand live broadcast with goods, and the other hand with slices with goods
This is not the first time Li Dan has set foot in live broadcasting, as early as 2020, he tried Douyin live broadcast.
In September 2020, Li Dan made his live broadcast debut on Douyin, with a cumulative number of viewers of more than 9.8 million and sales of more than 27 million yuan.
But unfortunately, Li Dan's live broadcast performance after him failed to maintain a very high level, and in 2023, he will only open 3 live broadcasts on Douyin, with cumulative sales of 25 million yuan to 50 million yuan. At 8 p.m. on September 24 this year, Li Dan carried out a live broadcast on Douyin, and the payment amount in the live broadcast room fell to about 10 million yuan.
In 2022, Li Dan tried other e-commerce platforms. In December of that year, Li Dan started broadcasting on Taobao Live, and in more than 5 hours of live broadcast, the cumulative sales exceeded 32 million yuan, bringing a net increase of 580,000 fans to the account. On the night of the live broadcast and in the following two days, related topics appeared on Weibo hot searches one after another.
However, the follow-up popularity has also declined, and the on-site data has dropped from 10 million to 1 million; Li Dan himself does not appear as frequently as before, sometimes only in the second half of the live broadcast for a few hours, and the other time is handed over to the anchor of Make a Friend to explain the live broadcast.
This time, Li Dan came to Xiaohongshu again to start broadcasting. According to the data, Li Dan launched 7 broadcasts on Xiaohongshu in June this year, 9 broadcasts in July, and a total of 8 broadcasts in August, and the current number of fans is about 1.65 million. "Recently, I have been addicted to the live broadcast of Xiaohongshu, Zhang Luo has a small store, reading letters, selling things, and I feel a sense of steadiness." He said.
According to the homepage of Li Dan's Xiaohongshu account, the MCN agency behind it is "Yizhihua", "Yizhihua" is a live broadcast business company under Yixin Entertainment, and its anchor matrix also includes Yang Tianzhen, Yi Lijing, etc., they also focus on operating Xiaohongshu, and are good at content output.
At present, Li Dan not only brings goods in the live broadcast room, but also specially opens accounts such as "Li Dan's commissary follower" and "Li Dan's commissary department", presenting the highlights or product explanation clips in the live broadcast separately, and starting to bring goods in the homepage list, that is, "slicing and bringing goods" is often said in the industry.
Will Li Dan be a flash in the pan in Little Red Book?
Xiaohongshu has had many "live broadcast brothers" before, but there are very few "live broadcast brothers".
The Xiaohongshu platform is dominated by female users, and female anchors have unique natural advantages. Dong Jie, Wu Xin, Yi Nengjing, Zhang Xiaohui and other anchors have all set off waves on Xiaohongshu and have been named "First Sister".
Among them, Dong Jie is already a super anchor with nearly 4 million fans of Xiaohongshu, and has captured the hearts of many Xiaohongshu fans from the concepts of "Dong" life and "being the manager of your own life". Xinhong data shows that Dong Jie's average sales per game are close to 35 million yuan, and the average sales of Yi Nengjing, Wu Xin and others are also at the level of millions of yuan.
At present, Li Dan is one of the very few male anchors who broke into the camp of Xiaohongshu's head anchors based on his popularity. Will Li Dan be a flash in the pan on Little Red Book?
Some merchants believe that Li Dan's fan portrait is highly consistent with the platform portrait and has great potential. Xinhong data shows that Li Dan's female fans account for 88.54%, and they are mainly distributed in second-tier cities and above, with strong purchasing strength.
And from the perspective of platform policy, Xiaohongshu has previously clarified the positioning of "lifestyle e-commerce" and has been vigorously supporting live broadcast e-commerce. The "Shining Star Anchor Support Plan" and "10 Billion Live Traffic Subsidy Plan" have been introduced one after another to provide traffic support and incentive rebates for new anchors. "With the support of the platform, it is not impossible for the super-head anchor to reappear." Some live broadcast practitioners said.
On the Xiaohongshu platform, Dong Jie and Zhang Xiaohui have become anchors with Xiaohongshu sales exceeding 100 million. And in addition to the head anchors, the data of a group of middle-waist anchors has also improved significantly. For example, home buyer "One KK" has more than 330,000 fans on Xiaohongshu, and its cumulative sales have exceeded 10 million in the past three months, and it is often ranked in the top 10 of Xiaohongshu's live broadcast sales list.
Another merchant said that Li Dan's live broadcast was "not popular", and it was difficult to operate for a long time. On the one hand, although Li Dan's live broadcast popularity surpassed Dong Jie's, the amount of goods brought was far from comparable. Xinhong data shows that Li Dan's average sales in the past month are only 500,000 yuan, which is neither comparable to the ability of the head anchors in the station to bring goods, nor is it far from the strength of Taobao, Douyin and other anchors with goods.
In addition, compared with some full-time e-commerce anchors, Li Dan's live broadcast frequency is relatively low, and his main focus is still on the main business of talk shows. "Li Dan's live broadcast on Douyin and Taobao is like this, first appearing on the camera for a period of time, and then handing it over to other staff, which is unsustainable." Some merchants said.
Most of Li Dan's fan groups pay attention to him because of his talk show performances, and they have a certain degree of recognition and love for him. These fans are more likely to make purchases in his live broadcast room, and will actively interact with him, forming a better live broadcast atmosphere.
This is just a good start, but the development of live e-commerce has become a systematic e-commerce competition.
In addition to the ability to create high-quality content, anchors and their teams also need to have sufficient experience in commodity retail, supply chain control, logistics and after-sales service. How will Li Dan's Xiaohongshu live broadcast develop with goods? Pai Dai continues to follow up.