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produced by | e-commerce news pro author | li xiang

1.54 million followers in 30 days, evil silver gradient is popular

no, aren’t all pet cats so curly nowadays?

recently, a silver-grey kitten named "fen tou'er" became popular on douyin. it not only became the king of emoticons, but also the "top streamer" among pet live broadcasters.

as of now, the number of followers of accounts related to "fen tou'er" on douyin has reached 2.898 million.

image source: tiktok

this kitten became famous due to a live broadcast selling goods.

during the live broadcast, fen tou'er's owner, fen'er's mother, introduced the products while putting a pet headdress on fen tou'er. at the beginning, fen tou'er showed a look of despair and even bared his teeth in resistance to fen'er's mother, completely unwilling to do business.

but after a while, "fen'er's mother" took out cat snacks to lure it, and "fentou'er" suddenly became docile. not only did it cooperate with "fen'er's mother" to put on the pet headdress, it even stopped resisting when it was manipulated into giving it a standard mona lisa smile.

seeing this, many netizens said, "i feel empathy with a cat", "he is a natural live broadcast saint", "although fentouer looks like a worker, as long as he gets paid, he is willing to be pua, just like a worker", "what a good human machine", "this fake smile is too funny"...

in this way, the name "evil silver gradient" became famous on the internet, and "fen tou'er" also became a major user of emoticons.

fentouer's various looks in the live broadcast room

at the same time, because "fen'er's mother" looks very similar to actress qin hailu and often competes with "fentou'er" in live broadcasts, their live broadcasts are also called "qin hailu vs. silver gradient" by netizens.

after this live broadcast went viral, the number of fans of "fen'er's head is a cat, not a pig" soared. according to the new douyin data, the number of fans of this account increased by 1.54 million in the past 30 days.

you know, fener’s head is a cat, not a pig.” before this live broadcast became popular, the account’s followers were not increasing very fast.

in 2018, "fen'ertou is a cat, not a pig" posted its first tik tok video. at that time, "fentou'er" was still a few-month-old kitten; in july 2021, "fen'erma" began to regularly share her daily life with "fentou'er", and the number of likes on the account was only between a few thousand and tens of thousands.

in february 2022, with continuous accumulation, the number of fans of "fen'er's head is a cat, not a pig" finally exceeded 100,000; in july 2023, a popular video of "fen'er's head is a cat, not a pig" appeared, which received more than 4 million likes; in september of the same year, the number of fans of "fen'er's head is a cat, not a pig" exceeded one million.

it was not until this year that "fen'er's head is a cat, not a pig" became completely popular thanks to the live broadcast with a very "class flavor" and became the traffic leader among pet anchors.

affected by this, the live streaming sales performance of "fenertou is a cat, not a pig" also achieved a leap-forward growth.

data shows that the douyin live broadcast debut of "fen'er's head is a cat, not a pig" was on january 5, 2024. the live broadcast lasted for 3 and a half hours, with only 237,000 viewers and live broadcast sales between 100,000 and 250,000.

in the live broadcast on september 6, "fen'er's head is a cat, not a pig" was broadcast for a total of four hours. as many as 3.92 million viewers flocked to the live broadcast, and the live broadcast sales reached 750,000 to 1 million. it not only refreshed the single-game sales record of the account, but also achieved a 10-fold increase in viewers and sales.

it is worth noting that when you click on the product display window of "fenertou is a cat, not a pig", you can find that most of the products it carries are pet supplies such as cat strips, freeze-dried blocks, and cat litter boxes, and the target buyers are obviously pet owners.

image source: tiktok

although its audience is relatively single, the sales performance of "fen'ertou is a cat, not a pig" is quite impressive. in the entire pet anchor track, it can be regarded as a "top streamer".

the unexpected popularity of "fen'er's head is a cat, not a pig" also gave a revelation to the fierce competition in live streaming e-commerce: perhaps, live streaming e-commerce with pets is a new track worth exploring.

pets bring goods to consumers, becoming the key to traffic

in fact, "fentouer" is not the first pet anchor to emerge in the douyin live broadcast room.

in 2021, an internet celebrity shiba inu named "shiba inu xiaoshiba" on the douyin platform quickly became popular in the live broadcast room, and its monthly sales exceeded one million in one fell swoop.

in the live broadcast, the state of "shiba inu xiaoshiba" is "sleep after eating" and "eat after waking up", and netizens say that it is very relaxed.

however, "shiba inu xiaoshiba"'s career as an internet celebrity did not last long. as the live broadcast content became increasingly monotonous and audience interest waned, traffic dropped significantly.

at the end of 2021, "shiba inu xiaoshiba" began to transform and started posting videos related to "traveling with dogs". the original douyin account was also changed to "xiaoshiba exclusive experience".

image source: tiktok

similarly, there was a travel anchor who was promoting an african group tour during a live broadcast. in order to create the atmosphere of an african trip, he dressed up as a local native and dressed his golden retriever as a lion, and let it sit next to him to promote the products together.

what’s funny is that this golden retriever also had a “ban vibe” and a gloomy face throughout the entire trip, which was in stark contrast to its owner who was enthusiastically introducing the itinerary next to him.

image source: tiktok

at this time, coupled with the live broadcast background that read "chasing the great animal migration", this extremely contrasting picture made the live broadcast room quickly go viral and achieved good results in bringing in goods.

looking at the entire live streaming industry, it is not uncommon for people to be live streamers, but it is rare for pets to be live streamers. this differentiation allows pet live streamers to easily gain a lot of attention and love once they show different appeal or characteristics. this has also allowed many pet bloggers to see the business prospects and they have begun to make plans.

however, the pet sales track is destined to be a niche market.

putting aside objective factors such as pets not understanding human language and lack of controllability, from other perspectives, although many netizens love pets very much, they do not actually have pets, so it is difficult for them to be directly converted into a stable customer group that purchases pet-related products.

for this reason, "fen'er ma" had previously sold human snacks in the live broadcast room, but the sales effect was obviously not as good as the pet snacks that "fen'er tou" liked to eat.

even when promoting other products, such as the travel itinerary mentioned above, people’s attention is often attracted by the silly and cute golden retriever rather than the actual content of the travel itinerary.

this phenomenon of "coming for golden retrievers"although it can bring a certain amount of traffic and attention to live streaming in the short term, in the long run, it is difficult to retain the consumer group and the effect of bringing goods is full of uncertainty.

the above reality also exposes the considerable challenges faced by pet-related products in guiding consumption and promoting purchasing behavior.

when promoting pet products, we should not only pursue traffic

in the past two or three years, many cases of pet abuse have been exposed in the live streaming industry.

in order to attract traffic, some bloggers beat, torture, and abuse pets, forcing them to show their talents in videos and live broadcasts, or to make expressions different from other pets.

for example, the blogger "little fat scientist" who was previously exposed for abusing dogs would often yell at the puppy "little fat" by patting its head, making it look annoyed or aggrieved, and even making a fuss and barking loudly, in order to attract the attention of netizens.

fatty expression pack

although the "little fat scientist" clearly clarified in a subsequent live broadcast and firmly denied any behavior of dog abuse, perhaps because of the extremely high social attention aroused by this controversial incident and the lack of direct evidence to completely quell doubts, the platform finally banned the account of the "little fat scientist" after careful consideration.

previously, when the rumor "fen'ertou is a cat, not a pig" went viral, many netizens questioned whether "fen'er's mother" was abusing "fen'ertou", which was why she often grimaced and refused to cooperate with the live broadcast.

however, later on, fern's mother came out to clarify and told the story behind fern's character change. it turned out that when fern was three years old, he got cat plague and was given two shots, which caused his current "evil" appearance.

many experienced cat owners also said, "silver tabby cats have this temper," "silver tabby cats are scary when they get angry, but fern'er is really okay," and "silver tabby cats are a bit vindictive."

judging from these two cases, there is still a big risk in pet live streaming, that is, it is easy to have disputes about abuse. regardless of whether these disputes are based on the truth or misunderstandings, the negative impact they bring cannot be ignored. they will more or less erode the trust and goodwill of the audience, and thus pose a potential threat to the effect of bringing goods.

perhaps pet e-commerce is indeed a track full of potential, but this track is also full of challenges and unknowns, requiring practitioners to have a high sense of responsibility and to plan carefully and seriously.