no man can walk out of her live broadcast room? can the "female boss-style" crazy sales model continue? ｜hot finance
2024-09-24
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"a man whose spending power is worse than that of a dog" was taken down by a "female boss" in the live broadcast room!
there has always been an unwritten chain of contempt in the consumer world, which jokes that "men's spending power not only lags behind women's, but even behind dogs." but now, this "most difficult consumer group to pry open" has also begun to get restless.
recently, the "female boss-style" sales of female anchor "macau coco sister" swept the douyin men's clothing market, creating an amazing monthly sales of over 50 million yuan. who is "macau coco sister"? why do men who were once regarded as "purchasing power is not as good as dogs" place orders here crazily? how long can this consumption model of paying for emotional value last?
the "luxury goods" in the live broadcast room are priced at 9.9 yuan
when you open the live broadcast room, you will see "macau coco sister" wearing smoky makeup, a little black dress, and a disdainful expression, just like a "female boss". behind her are several male assistants in suits, some of whom are foreigners. the background of the live broadcast room is a large area of hermès orange, and the products are placed in gift boxes with classic monogram patterns... at first glance, you will definitely have the illusion that you are in a luxury store such as givenchy, armani, lv or hermès.
“take out 500,000 and have some fun,” “do you dare to call yourself the number one sister if you don’t have some strength?”, “do you have the strength? brothers, say something!”... such rhetoric also fills the live broadcast room.
when the male assistant pushed the box covered with black velvet forward, the background music suddenly became tense and the atmosphere in the live broadcast room reached a climax. just when everyone was curious about the goods in the box, "macau coco sister" lifted the black velvet, opened the exquisite boxes, and took out a "gold belt" priced at 18.8 yuan, a pair of sneakers that looked like adidas for 38.8 yuan, and anti-ultraviolet sunglasses for 9.9 yuan...
"brother, you don't dare to buy? how much money does my sister lose on one order!" the assistant behind him had an exaggerated expression, and the assistant and the field control shouted in coordination, "wow, that's too cruel!"
many viewers joked that the live broadcast room of "macau coco sister" showed what is called "extreme cost-effectiveness" and "super strong actor's sense of conviction". the exaggerated performance, the high-end packaging, the price of the street 2 yuan store - "this is a deal that i thought was worth tens of thousands of dollars, but it turned out to be only worth ten yuan."
the “aggressive” consumption power of the middle-aged
“how can i not laugh?” “who is buying these things?” “help, who is watching this live broadcast?”
although many viewers have raised the above questions, judging from the data, the ability of "macau coco sister" to sell goods is still strong.
data from third-party platforms show that 72.44% of the live broadcasters of "macau coco sister" are men, aged between 31 and 40, and concentrated in guangdong, zhejiang, and jiangsu. middle-aged men have always been regarded as a group with insufficient purchasing power, but according to data from third-party platforms, "macau coco sister" has conducted 21 live broadcasts with goods in the past 30 days, with an average of 2.565 million viewers per broadcast and sales of 50 million to 75 million yuan.
some analysts say that from a certain perspective, what "macau coco sister" sells is not goods worth 9.9 yuan, but a kind of emotional value. the domineering female anchor, simple and direct product introduction, coupled with extreme prices and constant calls of "brother", can easily attract middle-aged male consumers who have little contact with live e-commerce, and give them the illusion that they are dominating the world with the "female boss", and start the "buy, buy, buy" mode.
e-commerce online pointed out in the report that in fact, men, whose purchasing power was once "worse than that of dogs", are no longer the same as before, and are gradually changing the situation in the consumer market by the end of 2023 and this year.
on tmall's double 11 in 2023, men's spending power "surpassed pet dogs for the first time." tmall's list shows that the spending on "the new three treasures of men" - road bikes, e-sports products and jackets - increased by 305%, 114% and 90% respectively, which is greater than the spending on pet dogs. these are more categories that provide "emotional value" for men.
the same changes are also reflected in the men's clothing list of tmall 618 this year.
the list shows that the top five men's clothing brands are uniqlo, heilan home, peacebird, lilang and gxg. compared with the tmall 618 list in 2023, there is one less semir and one more lilang in the top five: heilan home, lilang and gxg are all single brands that are relatively targeted at men, while the rest are collection brands that include women's clothing, men's clothing and children's clothing.
how long can this pattern last?
it is undeniable that the copycat feeling and dramatic tension in the live broadcast room have become important features of the popularity of "macau coco sister", but how long this "liveliness" model can last remains a question mark.
according to blue whale finance, taking toothpaste as an example, a toothpaste called "elizabeth jones" was put on the shelves during the live broadcast of "macau coco sister". when she introduced it, she called it "british elizabeth jones toothpaste" and said, "i won't say how much it sells for in watsons, i don't want to affect the offline business...", implying that this brand of toothpaste is available in watsons.
however, a search revealed that there was no such product in the watsons app, and there was no flagship store of the brand on any of the major e-commerce platforms. there were only two stores selling the toothpaste on the taobao app, one of which was called "macau coco wynn store no. 3". the reporter also tried to search for the brand on the international shopping platform amazon but received no relevant results.
according to the relevant information of the brand's douyin corporate store account, the brand's douyin corporate store is midou trading (guangzhou) co., ltd., which was just established on july 24, 2024. the brand's sales on the douyin platform in the past month were 50,000-75,000 yuan, and more than 90% came from "macau coco sister".
in addition, there are many products in the live broadcast room of "macau coco sister" that are suspected to be counterfeit big brands, such as guchois, whose spelling is very similar to gucci, and bb·braele, which is similar to balenciaga.
in the fashion circle, bb often refers to balenciaga, whose distinctive logo is the symmetrical letter "b". the bb sold in the live broadcast room of "macau coco sister" has a logo of two uniformly arranged letters "b". in the live broadcast room, "macau coco sister" can often "sell" bb short-sleeved shirts and sweatshirts that originally cost 500, 600, 700 or 800 yuan to 69, 79 or 99 yuan.
searching for the brands mentioned above that appeared in the live broadcast room, we can see that the so-called "international luxury brands" only have official websites in china. the official websites of various brands have similar layouts and similar clothing. the details pages of many products are blank, and it is difficult to search for relevant supporting information on the internet.
a report published by the wechat public account "brand alliance" mentioned that "macau coco sister" is an e-commerce anchor under the well-known guangzhou live e-commerce "era brand". the company's anchors with similar styles include "haoqing fourth sister" and "macau prince".
qichacha shows that jiyuan brand culture co., ltd. is currently applying to register trademarks such as "bb" and "femdh". "femdh.com.cn" and "billybrown.com.cn" appear on its registered website. it can be inferred that many products in the live broadcast room may be produced by the company itself, which is equivalent to "self-production and self-sales."
regarding the products sold by "macau coco sister" during the live broadcast, netizens' comments were also divided. some consumers who bought products in the live broadcast room also complained after using them, saying that the quality of the products was not good. of course, some netizens also thought that since the products were sold at such a low price, what good products could there be?
it is undeniable that when consumers watch live broadcasts, they will be immersed in the situation created by the anchor. at this time, impulse consumption is very likely to occur. but after the impulse, the quality of the product and whether it is suitable for oneself will become a greater consideration. the various activities in the live broadcast room can temporarily attract consumers. when the audience is tired of such activities and personalities, they will naturally vote with their feet. in the end, if you want to retain consumers, you still need to rely on the quality of the product.
host｜chen zeyun
source: comprehensive from e-commerce online, blue whale finance, brand alliance official account, e-commerce news app
