Transforming into an emotional "tree hole", can Li Dan's alternative way of selling products be replicated?
2024-08-27
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As the trend of live streaming has grown, live streaming has gradually shown a "slow and steady" style. Zhang Jingchu first broadcast her study and writing papers without saying a word, and Hai Lu, who plays "Ziwei", broadcast a companion reading. Later, Li Dan broadcasted emotional letters from netizens and gave the audience a "spiritual massage". These well-known artists' live streaming rooms do not have shouting and rushing to buy, nor do they have a countdown of "321, link up", but they can rush to the buyer's hot list and sell the products in the live streaming rooms very well. What is the consumption logic behind this?
After bidding farewell to his management position at Xiaoguo, Li Dan became the "judge" of young people's Internet emotions in his live broadcast room on Xiaohongshu. In his live broadcast room, selling goods is just a matter of time. The notice reads: "Fully automatic store, everyone help sell." From emotional entanglements, workplace problems to life confusion, the audience regards Li Dan's Xiaohongshu live broadcast room as an emotional tree hole. Many people listen to stories and talk about troubles here. Li Dan gives suggestions or feedback with humor and accurate insight. The barrage interaction in the live broadcast room is very hot.
Some netizens said that watching Li Dan's live broadcast is like listening to a talk show, and they joked that "it's not an order, it's a ticket to a talk show". On the evening of August 22, talk show actors Xu Zhisheng and Hu Lan were mysterious guests in Li Dan's Xiaohongshu live broadcast room. The three mouths' non-stop interactive discussions made the talk show atmosphere in Li Dan's live broadcast room more lively. The three people chatted and sold goods at the same time. Even when Li Dan introduced several hot-selling products in the live broadcast room, Xu Zhisheng even matched each product with a jingle of selling language. The atmosphere of the three people in the live broadcast room was hot, and they also had a fierce debate on the fan submission of "What to do if you are too rational in an intimate relationship". In a trance, the small shop seemed to have walked out of the studio of the show "Strange Talk", full of comedy effects. That night, more than 900,000 people watched the live broadcast in Li Dan's live broadcast room, and the peak number of online people was about 37,600. Before that, Li Dan's live broadcast room on Xiaohongshu had repeatedly topped the buyer list.
It is no accident that Li Dan chose to sell products through emotions. In early May of this year, he first opened a late-night column in the live broadcast room: reading private messages from fans and answering questions. In Li Dan’s store live broadcast room, the products sold are not eye-catching, but you may be shocked by the emotional stories in the live broadcast room. For example, "The future mother-in-law looks like the living Empress Dowager Cixi", "Two partners in one company", and "My bestie’s boyfriend went to my house to steal instant noodles." These bizarre and absurd stories make the audience feel that Li Dan’s live broadcast is more exciting than the talk show, which has become an important basis for "Story Shop" to go viral. But such a wonderful story with multiple reversals, was it written by Li Dan’s talk show colleagues? Before netizens raised questions, Li Dan had already opened his eyes wide and questioned himself about these absurd stories, "Even "Story Club" doesn't dare to write like this, is it fake? I don't believe it's true."
Li Dan's reading process feels like listening to a podcast. People from all over the world pour out their emotional confusion and psychological pressure in the live broadcast room, and he promotes the products in the live broadcast room while making jokes. Li Dan reads and complains about the emotional story that is comparable to a melodramatic TV series. There are no strong condemnation words or value judgments, just a devilish laugh or a wry smile. His small eyes reveal doubts about the outrageous story, accompanied by a few deep breaths. These temporary reactions with a sense of the Internet are real and quite absurd. His full emotional feedback expresses the mood of the audience in front of the screen listening to the story, which can be called the audience's mouth replacement. The sliced videos created by netizens can even get hundreds of thousands of likes on the Internet.
Li Dan's live broadcast room went viral because he carefully prepared and caught the emotional consumption that people need at the moment. In a live broadcast in January this year, Li Dan just chatted with netizens about "Flower City" and stock trading. Soon after, he started to sell goods, and selling wear and armor even became a hot search.
If it was just based on the sense of "absurdity", Li Dan's live broadcast room would not be so successful. Li Dan's language expression and text output ability are extremely high. According to Li Dan's statement in his latest podcast, he traced back to the origin of his language. His ability to give fast and accurate language feedback on things was formed after a certain amount of training. He said that training himself "to speak accurately is more important than to speak beautifully." He also watched his live broadcast and evaluated himself. His sentence expression was complete and clear. He was satisfied that his language was trained.
This kind of accurate feedback and expression makes Li Dan's live broadcast room not only a simple commodity transaction, but also a platform for emotional resonance and spiritual comfort. Here, viewers can not only buy goods, but also relieve their mental stress in a humorous atmosphere. His sharp and logical expression of the letter writer's troubles has become the key to the rapid popularity of the live broadcast room.
Li Dan dares to focus his main energy on reading letters and analyzing emotional stories instead of shouting about products because he has grasped a new consumption logic that is gradually emerging in e-commerce. In more and more live broadcast rooms, the audience is no longer pursuing a simple commodity transaction, but a dual satisfaction of emotional communication and spiritual pleasure. At the same time, more and more artists are integrating live broadcasting into their daily lives. In the live broadcast room of actress Zhang Jingchu, she is always in a live broadcast state, from meditating after getting up in the morning, to preparing a cup of healthy drinks, sitting in front of the computer to study and write papers.
The live broadcast room of actress Hai Lu started with immersive live reading, and later she also started to live broadcast her daily life. She started by putting on makeup in the morning, and while doing so, she would sell the corresponding products. She would even go to a friend's house to cook, and she would continue to live broadcast. When you open the live broadcast rooms of these artists, you will find that they are basically "self-use products". What they are wearing and using are all products in the live broadcast room. It is not difficult to see that the new idea of bringing goods by e-commerce has become more inclined to immersive scenes and personal stylized expressions. Instead, the audience's purchase of products has become a kind of support and encouragement for the anchor.
Why is this kind of "relaxed" live streaming successful? In addition to the sense of relaxation created by the anchor based on years of content accumulation and experience, it is mainly because of the change in the audience's attitude towards live streaming. After Dong Yuhui started to sell knowledge in Dongfang Zhenxuan, people are increasingly resistant to the "321, link" sales format. Everyone hopes to have a sense of relaxation when shopping and likes the freedom of "random selection".
So is this kind of "leisurely" live streaming suitable for all anchors? A few days ago, Yang Tianzhen shared in public that Li Dan's live broadcast room is the simplest live broadcast room, which is completed in a low-cost operation way. The links are all in the background, and he can start the live broadcast at any time, including in bed. This relaxing way tests one's personal cultivation and reserves, and may be worthy of reference for some knowledge bloggers. So can ordinary people replicate it? The answer is no. First of all, anchors such as Zhang Jingchu and Li Dan have accumulated a certain amount of fans through their works and performances in the early stage. They may not be top stars, but they have a large fan base and can be converted into a part of the initial traffic. Secondly, the anchor himself is willing to remove the star halo and create an image of sharing growth with ordinary people and solving problems for the audience. It is worth noting that although the live broadcasts of Li Dan, Zhang Jingchu and Hai Lu are all "unhurried" in the general direction, a closer look at their live broadcast methods and their respective attribute labels are closely related. For example, Li Dan’s core fans are mainly general entertainment, so “321 link” is definitely not the best choice for Li Dan. Therefore, Li Dan incorporates his own "Dan" philosophy into the live broadcast of selling goods. He said that his live broadcast is a performance and the products are the "props" of the performance.
Li Dan has already broadcast 7 shows in August, and 29,000 people have clicked to make an appointment for the next live broadcast. The business of the "shop" is still booming. He once said, "Everyone can be a talk show host for five minutes", but in the e-commerce live broadcast industry, not everyone can be like him and top the buyer list with just a casual broadcast. However, Li Dan's live broadcast room is also worrying. If the stories submitted by fans become repetitive or even exhausted one day, where can Li Dan's humorous language expression send the products of the "shop"?
(Reporter Song from the People's Daily)
