Editing Introduction: The rise of short videos has allowed people to see a variety of life, and has also allowed some niche industries to appear in the public eye. For example, the story of dizzy beads businessman making a lot of money in a short period of time has attracted many netizens to watch. The author of this article analyzed this and hope it will be helpful to you.
Glamorous sunshine, azure sky, and a rustic crowd. Although it is winter, it is very lively. This is the Lhasa Chong Saikang Antique Market. The background music of Zhang sounded, the camera turned, and the Douyin blogger Xiaoma started a day's journey of receiving goods.
walked into the crowd, and Xiaomouzi greeted her familiar friends while greeting her, "Boss Tashi, is there anything good? I'll open it for you." The dark-skinned buyer carefully took out the goods from the bag, Xiaomouzi took the goods, observed them carefully, and then there was a long "street-style" bargaining, which was not convenient for public talks, and had to negotiate in the sleeves. When the transaction was completed, he would usually say a blessing in his mouth, " Tashi Dele , congratulations on getting rich." The handover was completed and the 3-minute video was over.
This is a type of video that has suddenly become popular on Douyin recently. A small has entered the Saikang market and has produced many internet celebrity bloggers.
Their main trading object is a kind of cultural jewelry called Dzi beads. Unlike those anchors who often trade in the live broadcast room with a transaction volume of over 100 million, Dzizhu anchors have a more unique style. They do not broadcast live. In addition to meeting first-line bead catchers in the market every day, they are more leisurely most of the time, drinking a cup of sweet tea, occasionally surfing the exhibition, telling stories, and chatting with dealers from all over the country, and the business will be done. The life of Dzi bead merchants in the video is simple. If you ask why you want to shoot , Douyin , they will answer you. In addition to love, they mainly spread lifestyles and promote Dzi bead culture.
Their traffic is very good, because occasionally showing plots of picking up bargains and getting rich, which is very similar to the financial market stimulated during the tulip hype period. Their income is also very considerable. It is hard to imagine a market where a large number of men are trading on the street after LV.
A bead is priced at hundreds of thousands of yuan at a price of one hundred thousand yuan. In a small market, there are a large number of transactions every day. But all this is just the beginning. As a transit station, Lhasa gathers here and then sells it to the mainland at a higher price to form a complete sales system.
After a closer look, unlike the traditional Internet prejudice that women are greater than children and dogs are greater than men, male audiences are an important part of supporting fans of Dzi bead bloggers. From curiosity to attention, to addiction, and then to call and offline transactions between fans and bloggers, is this a reflection of the long-suppressed male emotional value, or a new way of playing credit e-commerce, or a new idea for Douyin to activate the cultural and entertainment market. Everything is worth our careful dismantling.
01 Jewelry, artwork and inflation
Just like Wu Moufan revitalized the domestic hip-hop culture, the popularity of Dzi beads cannot be separated from the credit of celebrities. In 2004, the Indian Ocean tsunami swept across Southeast Asia. At that time, Jet Li, a teacher, who was on vacation in the Maldives, said that he held his 4-year-old daughter in one hand and paddled with the other hand. After several ups and downs, his life was hanging on the line. But, at the most dangerous time, the water receded. After that incident, Jet Li founded One Foundation , but another rumor was that the Dzi beads he wore at that time saved his life. Since then, Jet Li has even more liked to collect Dzi beads.
In the joke, Jet Li's Dzi bead worth over 100 million was later confirmed to be true (using the valuation of professional auction institutions). Jet Li is called Senior Brother Muzi in the Dzi bead circle and he is regarded as the spokesperson of Dzi bead culture. Another big Dzi player, female star Huang Shengyi husband Yang Zi , his communication radius spans the entertainment industry and business circles, and Yang Zi's rumor that he wants to collect 3,000 millennium-year-old pure Dzi beads has also become a stable ballast for this market.
What is more interesting is that in the spread of Dzi beads, storyliness is not limited to one dimension.Mature Dzi bead merchants will carefully observe the pores, weathering, cinnabar , bite color and other characteristics of Dzi beads, and then tell you that every pure Dzi bead has gone through thousands of years. It is a symbol of power in India, Nepal , and Tibet during the Tang Dynasty, and has rich cultural value.
Then from a religious perspective, we will tell you the powerful relationship between the ancient elephant bear dynasty and Buddhism. The ancient Xiangxiong prince, Xinrao Miwo Tathagata Buddha (the master of the "Bai Bao Emperor" in the previous life of Sakyamuni Buddha), and the legendary Buddha , Shakyamuni also has a nine-eyed Dzi bead inlaid on the crown of the treasure trove of the gods. The Dzi bead was the product of the ancients' worship of the gods at that time. Finally, they will take out the transaction data of professional auction industries such as Jiade to verify the mainstream market's recognition of its value and complete a complete set of output closed loops.
Of course, these cannot be condensed into a few minutes of video in one breath. They are often like a series, and the more they talk, it becomes deeper and deeper, making people gradually addicted.
So, on Douyin, you can see a super single product that integrates artwork, jewelry, and Buddhist culture . Of course, its success is also inseparable from the help of counterfeiters. From origin to material, to history and culture, almost all anti-counterfeiters can tell completely opposite stories. The more controversial the market is, the more popular the market is. On the one hand, it is the blessing of real money and the other is the boring historical documents. The winner has already been answered.
02 "Pleasing" male emotional value
Most of the Douyin Dzi bead markets are male characters, and if you only think about it based on the traditional sales model, it seems that something is missing.
So after observing hundreds of videos, we found that there seems to be some commonality in the Dzi bead videos. In short, he provides emotional value to male users.
In fact, on the Internet, male users have always been an under-respected group. When yyds, emo and other exclusive vocabulary of young people began to be popular on Weibo , when Xiaohongshu began to lead the mark check-in, plant grass, and explore stores, when Douyin was occupied by beauty bloggers, the male group seemed to be always outside the mainstream business paradigm thinking, and their collective "invisibility" does not mean the disappearance of demand. Since this year, Zhang's popularity has been a rebound after this emotional depression, with a rough feeling superimposed on more casualness, which is more in line with the characteristics of men's emotions.
. In terms of catering to male emotional values, Douyin's Dzi bead anchor seems to know better what to do.
included their popular videos, and the stories of picking up bargains accounted for the majority. For example, blogger Lhasa Jiang Ge, on the way to receive goods, he met a shop owner. The shop owner did not know the value of the Jiugong card in his hand. After some discussion, Brother Jiang won it for 600 yuan. In less than an hour, Brother Jiang sold it to another familiar blogger for 20,600 yuan. The profit of 20,000 yuan per hour made the video gain a large number of fans. This video was shown in the Douyin accounts of two bloggers, and it also brought the viewers to experience the dual feelings of making money and being cheated from different perspectives.
In fact, every Dzi bead anchor has similar experiences. In the video, he will also mention hundreds of thousands of beads intentionally or unintentionally, and finally get hyped up to tens of millions of stories. To a certain extent, they are creating a very exciting market, and Lhasa is like the American West back then. Gold diggers are experiencing the stimulation of sudden wealth every day. And this emotion is transmitted to the audience through the screen, which really stimulates everyone's dopamine .
Another dominant emotion comes from the desire for a Tibetan way of life. The Dzi bead anchors seemed to have regained their beautiful imaginations of Tibet when they were riding 618. They bask in the sun, drink tea, and go to Tibetans to collect beads for dinner. They live a lazy and slow life. Some anchors even do not go out to collect goods during the day and wake up naturally after sleeping. This is not the greatest desire of literary and artistic youth back then.
Of course, Tibet's lifestyle is not only literary but also religious and mysterious, attracting people to explore.Every time the Dzi bead anchors start their lectures, they will unintentionally talk about metaphysical words such as aura and energy field. When they talk to local natives, the past of the Tibetan chieftains, religious secrets and the anecdotes of foreign scientific expedition team members are all told one by one. It's like listening to storytelling , and it's also like interpreting history.
Anaya's success makes selling lifestyle popular. The tired white-collar workers can't afford the housing price, but a video that satisfies excitement, adventure, curiosity and art can just hold their emotions that have nowhere to go.
03 The end of trust e-commerce
According to the usual deduction, after dizzy anchors earn their lifestyle and emotional value, they are likely to live streaming and bringing goods. But the fact is just the opposite. They do not broadcast live, do not sell goods directly, and insist on making jokes, making people feel that they have no desires and no desires. Dzizhu anchor Seventeen also clearly stated in the video: "No identification or valuation, this is the industry rules. If this industry is complicated, it actually has everyone, but it is simple and very simple. That is to find a trusted professional and then buy and sell through him."
So what is the reason for all this?
founder of Kuaishou Cheng Yixiao once wrote in the preface to "Live Broadcasting Era": offline business began to develop in the era of small commodity economy, and it relies more on the trust economy based on acquaintances. Since then, with the arrival of the brand era and the era of supermarkets, the branding and marketization process of standard products has begun. Since then, with the popularity of the Internet, e-commerce platforms have completed the process of standard-oriented e-commerce through payment systems and store trust systems.
In fact, since the era of supermarkets, the problems solved by Internet container-type e-commerce have focused more on standard products and low-priced non-standard products. From the perspective of category, e-commerce platforms have not solved the problem of onlineization of these industries for categories that lack standards and have relatively high customer unit prices. Simply put, when an industry standard has not been established or it will be difficult to establish in the future, a trust relationship (recommended by acquaintances) is the most efficient way to reach a deal.
Drama businessman from Douyin is undoubtedly deeply practicing this methodology. First of all, Dzi beads are very typical high-priced non-standard products. To promote transactions in this category, two very important points are: temperature, and the other is private domain .
temperature is actually the emotional value mentioned in the previous article. Whether it is the Tibetan lifestyle or the relatively open and transparent price, to a large extent, Dzizhu anchors are actually shaping a trustworthy personality. They will use various details, such as picking up bargains, such as knowledge explanations, to tell the audience that the situation in the market is very complicated, and there are no experts, either being cheated or missing. Some of these anchors are generous, some are lazy, and some are shrewd, but each of their different personalities actually point in the direction - trust.
When the audience and the anchor have established a sense of trust, the next step to solve is to transform from public domain traffic to private domain traffic. So in fact, in addition to the direction of creating a character, live broadcasts are meaningless for non-standard Dzi bead anchors. Although each Dzi bead anchor does not broadcast live, they all leave contact information, whether it is phone number or WeChat, in fact, more transactions have already occurred in the private domain.
In the video, you can often see that many fans come to Lhasa and buy their favorite Dzi beads with the help of the anchor. In this process, the most common thing fans say is "I think you are very good and believe in you." The transaction takes place on trust, which is a new e-commerce method. Moreover, through observation, anchors of non-standard products such as cultural relics, jade, and gold have gradually begun to use this method to promote transactions.
The theory proposed by Kuaishou is gradually growing in Douyin. Where will the next secret myth of wealth be staged? Maybe the short video will continue to tell us the answer.
Author: Sakuragi, Editor: Yuejian
This article was originally published by @Xinen Entropy on Everyone is a product manager. Reproduction is prohibited without the author's permission.
question picture is from Unsplash and is based on the CC0 protocol.
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