brother xiao yang "fell", "abstract" anchor k became popular, live streaming sales entered the second half
2024-09-25
한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina
when brother yang was caught in the whirlpool of public opinion, the live-streaming anchor k suddenly became popular.
with a voice that doesn't match his appearance and a funny and "abstract" style of selling products, mr. k is attracting more and more fans. according to feigua data, mr. k has gained tens of millions of fans in the past 30 days.
since the development of live e-commerce, various anchors have emerged one after another. in the current fierce competition in the industry, mr. k's popularity has also triggered industry practitioners to think about the live streaming industry. "differentiation, bloggers who conform to the douyin ecosystem are more likely to win." on september 23, zhang yue (pseudonym), the head of the e-commerce channel of a beauty brand, told the reporter of shangyou news (reporting mailbox: [email protected]). as an emerging e-commerce model, live streaming has also experienced rapid development and changes in recent years, and some problems still exist. "the current problems in the live streaming industry include inadequate market supervision, uneven product quality, data fraud, and irregular anchor behavior. the future development of the industry requires strengthened supervision, raising the industry entry threshold, improving the platform management mechanism, and strengthening industry self-discipline." on the same day, bai wenxi, vice chairman of the china enterprise capital alliance, said in an interview with upstream news.
who is mr. k? why did he become so popular?
while brother yang was "tripped" by meicheng mooncakes and was losing followers like crazy, the number of total fans of k was skyrocketing.
when many people were still unfamiliar with this name, he had already grown into a famous anchor with tens of millions of fans. feigua data shows that as of now, he has more than 14.2 million fans on douyin. from august 25 to september 23 this year, k gained a total of 10.062 million fans, with an average daily increase of 335,000 fans, of which 3.587 million fans were gained through live broadcasting, accounting for 35.64% of the increase in fans. from september 13 to september 14 this year, k's total increase in fans was the most obvious, with a daily increase of more than 2.12 million fans.
ktotal data overview. screenshot of feigua data
who is mr. k? according to the real-name authentication information on mr. k's douyin homepage, his real name is chen wenkang. he once shared with fans that his family was engaged in the homestay business. when he was young, he also worked in beauty salons, bars and other places. and he is not a newcomer to the internet. his douyin homepage shows that 440 works have been published so far, and the earliest one was published in january 2020. according to huxiu, he graduated from the qingyuan campus of guangdong lingnan vocational and technical college. judging from the short video works he has published, he took the route of a beauty blogger in the early days, and then worked as a game anchor. at present, his douyin homepage can be seen that the earliest live broadcast slice with goods was published in may this year.
according to chan mama, most of k's fans are from guangdong, henan and jiangsu provinces, with an age range of 18 to 23 years old. male fans account for 44% of the fans, while female fans account for 56%. qiqi (pseudonym) from shanghai told the upstream news reporter that she has often seen k's live broadcasts recently, and was attracted by his voice that did not match his appearance and his funny sales talk. "when he was selling snacks, someone asked him if it contained preservatives, and he said he would add them himself if he wanted to eat them. it was so funny." qiqi said that this is why she noticed k.
k total fan analysis. cicada mother screenshot
"abstract" is the obvious style of mr. k's live streaming. a fan asked him why the duck feet he bought were so yellow, and he answered: "because it smokes all the time." when selling pineapple buns, he said: "if you go outside to buy them, the price is at least 3 yuan, and 4 pieces cost 12 yuan. mine is 90 cents more expensive than outside." a fan asked him if the crayfish in his hand was alive, and he answered: "it's alive, and it will tell you stories to coax you to sleep at night."
his funny and sarcastic words brought him huge traffic, and many related slice videos received hundreds of thousands of likes. the comment section of his videos also often attracted messages from multiple brand accounts. many brands also gave him gifts during his live broadcasts, hoping that he could help sell their products.
upstream news reporters noticed that the products sold in mr. k's live broadcast room are mostly snacks, and also include a small amount of beauty and personal care products. chan mama shows that the purchasing intentions of its live broadcast room viewers are mostly concentrated on food and beverages and daily necessities, with prices mostly in the range of 0-10 yuan and 10-20 yuan.
sales of mr. k's live broadcast room. screenshot of chan mama
"mr. k has suddenly become popular recently. i think it is because the majority of users have discovered an interesting and fun blogger among the many sales-oriented bloggers. most of the people who buy his things are not here for the products, but for his fun and interesting jokes. most of the goods he sells are not expensive. most of his audiences are people who live under great pressure and mainly use his products for entertainment and to buy things by the way." on september 23, wang yu (pseudonym), a live broadcast operator of a certain brand merchant, told reporters.
"the main reason why mr. k is so popular is his unique live broadcast style, including 'abstract' expression methods and voices that do not match his appearance. this sense of contrast has attracted a large number of viewers. at the same time, the large amount of rewards from brands in the live broadcast room has also increased his exposure." on the same day, zhan junhao, a well-known crisis public relations expert and partner of fuzhou gongsun ce public relations, said in an interview with upstream news reporters.
the live streaming sales industry has entered the second half
in recent years, live streaming has rapidly emerged as a new e-commerce model in china. with the rapid development of the industry, its scale has also gradually expanded. according to iresearch, the scale of china's live streaming e-commerce market will reach 4.9 trillion yuan in 2023, a year-on-year growth rate of 35.2%. iresearch predicts that the compound annual growth rate (cagr) of china's live streaming e-commerce market will be 18% from 2024 to 2026. the industry will show a steady growth trend in the future and enter a refined development stage.
in the process of the development of the live streaming industry, many anchors have emerged. in the early days, wei ya, li jiaqi, and luo yonghao mostly attracted fans' attention and purchases with preferential pricing mechanisms, professional product explanations, and a wide range of brand products. later, xiao yangge, dong yuhui, etc., based on this, attracted fans with live broadcasts that were either exaggerated and funny or explained knowledge. content has become increasingly important.
"the popularity of mr. k is a microcosm of innovation in the live broadcast industry, and reflects the audience's thirst for novel content." zhan junhao believes that the current live broadcast sales competition is fierce. the key to standing out is to create a unique personal brand, provide high-quality products and services, and a good interactive experience. the anchor needs to find his own characteristics, such as professional knowledge and sense of humor, and work closely with the brand to ensure the quality of the goods. at the same time, pay attention to the interaction with the audience to enhance the fun and participation of the live broadcast.
recently, li dan, who has stopped talking about talk shows and turned to being the boss of a "shop" on xiaohongshu, has once again attracted the attention of netizens with his live streaming sales. he reads fans' contributions in the live broadcast room, answers fans' confusions about emotions and the workplace based on his own experience, and occasionally promotes the products in the live broadcast room. with his "worry-relieving grocery store" style of selling goods, li dan has attracted the attention of many fans and has also topped the list of food buyers on xiaohongshu's "buyer commercial value list".
"influencers must have a persona to promote products. first, they need to be a person that everyone likes, and then produce content that everyone is interested in. then, they can use their own persona to promote the corresponding products." wang yu told upstream news: "if you sell products without anything, you will probably fail."
"in order for live streaming e-commerce to stand out in the current highly competitive environment, the key lies in innovation and differentiation. the anchor needs to have a unique personal charm and style that can attract and maintain the interest of the fan base. the content must be interesting, valuable, and able to resonate with the audience." bai wenxi told the upstream news reporter.
at present, the live streaming industry has entered the second half. the early top anchors have gradually retired, and new anchors have taken turns to appear. the industry is gradually maturing as competition becomes increasingly fierce, but there are still some problems. "the current live streaming industry has problems such as false propaganda, uneven product quality, and uneven quality of anchors. these problems have harmed the rights and interests of consumers and also affected the long-term development of the industry." zhan junhao said, he suggested that the industry should strengthen supervision, standardize market order, and improve the self-discipline awareness of anchors and platforms. at the same time, anchors and platforms also need to continue to innovate, combine new technologies and consumer needs, and provide more personalized and high-quality live streaming services.
talking about the development of the live streaming industry, bai wenxi said that with the development of technology, live streaming will pay more attention to user experience and content innovation, using new technologies to improve the quality of live streaming and provide a richer and more authentic shopping experience. he pointed out that brands and anchors also need to pay more attention to the establishment of long-term reputation and user relationships, rather than just short-term sales performance.
upstream news reporter qi xin
