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blue whale news, october 4 (reporter lu pengpeng)

audience: too cheap

mr. k: you are working too hard

audience: are there any preservatives here?

mr. k: if you want to eat, you can add it yourself

after the three sheep incident, the new sales anchor "k" gained tens of millions of followers in january and became the most potential sales anchor after xiao yang.

with over 10 million followers in one month, who is always the k? why is it so popular?

in the past few days, the three sheep controversy has continued to ferment. xiao yang has been deeply involved in the whirlpool of public opinion while the number of fans has continued to decline. on the other side, an anchor named mr. k is rising rapidly.

although they are both comedy anchors, what is different from brother yang's "roaring" style of selling products is that mr. k is good at making jokes and telling jokes during the sales process. for example, when buying a certain snack, the audience questioned whether preservatives were added to it, and mr. k said, "add it yourself if you want." when the audience asked why the product was too cheap, mr. k replied: "you are working too hard."

as of press time, mr. k has more than 15 million fans on douyin. judging from the fan portraits, the male to female ratio is 4:6, and the main audience is young people aged 18 to 23.

it is worth noting that this anchor was still a waist anchor with only 5 million fans more than a month ago. in the month after the three sheep incident, k’s total followers increased by more than 10 million, with the highest single-day increase reaching 2 million. he has become a leading anchor and his number of fans is still increasing.

according to feigua data, k has broadcast 36 shows in the past 30 days, with a cumulative number of viewers exceeding 100 million, and the highest number of sales reaching 7.5 million.

with a strong "guangxi old watch" accent, no matter what kind of nonsensical questions the audience asks, he can always answer them easily. a live broadcast is transformed into a talk show scene. it only takes 3 seconds for the audience to remember this scene after watching it. cargo anchor.

it is precisely with this unique live broadcast style that mr. k became the fastest growing expert on the platform overnight.

new ways to bring goods with content

the live broadcast room becomes a talk show scene

according to the homepage, mr. k’s real name is chen wenkang and he graduated from guangdong lingnan vocational and technical college.

looking through his past works, we can see that in his early years, k always worked as a game companion, and also worked in beauty salons, bars and other places.

in the first half of this year, mr. k released his first live broadcast video, which received more than 200,000 likes. it was at this time that chen wenkang found the traffic password, and the gears of fate began to turn.

until september, the three sheep incident plunged brother yang into a vortex of public opinion. mr. k stood out from the crowd of anchors carrying goods and gained more attention. he gradually entered a fan club of tens of millions and became a new leader in the field of live broadcast e-commerce. department expert.

with the popularity of mr. k, the trend in the field of live streaming seems to have undergone subtle changes. for most viewers, the once roaring sales model is no longer attractive, and talk show-style live broadcasts like mr. k’s are more popular among young people.

on september 9, douyin e-commerce president wei wenwen emphasized at the douyin e-commerce author ceremony that douyin e-commerce has upgraded its traffic mechanism. in the new environment, "good content" will become the primary productivity of business growth. the platform has also launched new support policies to help more authors grow and develop healthily.

yichuan, a live-streaming e-commerce practitioner, told blue whale news reporters that douyin is now paying more and more attention to supporting good content. after xiao yang’s house collapsed, dong yuhui is firmly positioned as the top brother of douyin, but the platform still needs a the emergence of comedy anchor mr. k just fills this gap.

judging from the fan portraits, dong yuhui's fan portraits are mostly "mother-in-law", while mr. k's fans are mostly young people, and the two fan groups also complement each other. if dong yuhui's popularity is due to cultural live broadcasts, then mr. k's popularity can be summarized as talk show live broadcasts. the audience buys not only the product, but the happiness attached to the product.

talk show + live pk + open slicing

how does k always replace brother yang?

in addition to the unique style of selling goods, mr. k also opens the slicing license for free, allowing anyone to edit and publish their live broadcast content. not only that, the video editing is also paid. k general: "if the video reaches 50,000 likes, you can directly scan the qr code to pay in cash."

but the only requirement is that the sliced ​​video must have a link to k’s window products. this strategy not only increases the exposure of k-total products, but also attracts more fans and viewers to participate in slice production.

yichuan told the blue whale news reporter: "in order to gain more exposure, many merchants do not hesitate to spend a lot of money on gifts in the live broadcast room to dominate the list. compared with streaming, giving gifts to mr. k has a higher conversion rate, so in mr. k in the live broadcast room, you can often see brands of all sizes dominating the gift list. relying on the personal fan effect, mr. k has single-handedly boosted the efficiency of many merchants.”

as a new anchor in the field of live streaming, although the current popularity is high, compared to the team operations of his peers, mr. k is still working alone. he once revealed during a live broadcast: "i will not surrender to capital and will not sign with any agency."

this also brings more uncertainties to the subsequent development, such as the scale of the jokes, the selection of goods, etc. but it is undeniable that from the price competition in the past to the current content delivery, the popularity of mr. k shows that the live broadcast e-commerce industry is moving towards a new turning point.