On December 19, @向太陈兰 started her first Douyin live broadcast. Data shows that Xiangtai has gained 6.27 million fans in the past 7 days, and the live broadcast has gained 5.228 million fans, accounting for 83.3%.

Author | Mingming

Editor | Fig

Rich live broadcast is becoming a new trend.

On December 19, @向太陈兰 launched its first Douyin live broadcast. Data shows that Xiangtai has gained 6.27 million fans in the past 7 days, and the live broadcast has gained 5.228 million fans, accounting for 83.3%. Within a few hours of the broadcast, the total GMV of the live broadcast exceeded 300 million. Feigua data shows that after the two live broadcasts, the cumulative sales were 200 million to 500 million.

Relying on Xiang Jia’s deep “qualifications” in the entertainment industry for many years, “Hong Kong boss” Xiang Tai has a full lineup for this broadcast. On December 18, 11 celebrities including Louis Koo, Jet Li, Jordan Chan, Donnie Yen, Gong Li, Jam Hsiao, posted congratulatory videos to promote Chen Lan's first live broadcast.

The entire live broadcast is filled with a "trendy atmosphere". It is said on the Internet that the renovation of the live broadcast room cost 20 million to create a "starry sky roof" similar to the Rolls-Royce , and even just one screen cost 90 million. Xiang Tai liked this Weibo and indirectly acknowledged it. money filter has become the most prominent personal label and helps to get out of the circle. Xiang Tai said that this is his third time to start a business - the first time is a movie, the second time is real estate, and the third time is to create MCN. The short video account shows that his MCN organization is Huotui Culture.

But as 's "rich people cut leeks" doubts become more and more intense, Xiangtai has begun to show signs of overturning: Xiangtai has lost 800,000 followers in a few days, and the comment area is currently closed. Internet disgust has even spread to the above-mentioned call stars, including "godson" Xiao Jingteng. Even with the blessing of money power, live streaming is still not something that just anyone can eat.

lost fans by selling "products he doesn't like". Did Zhanlan win against Xiang Tai in this round?

There are many rumors surrounding Xiang Tai. She was terminally ill in her early years and came from a poor family. She successfully counterattacked and supported her husband to become a big boss. She publicly criticized Stephen Chow , rescued Anita Mui, helped Andy Lau get through difficulties, and started to criticize Cecilia Cheung. 's personality tags are mainly true temperament, charlatanism, broadness, etc. . In recent years, Xiang Tai has played an important role in the marriage dramas of his son Xiang Zuo and his daughter-in-law Guo Biting. From "Daughters' Love", "My Young Couple" to "The Most Beautiful Time", Xiang Tai has continued to maintain a high degree of exposure.

Judging from the short video content Xiangtai started to create in October, his character tags are also mainly about "showing off wealth". He mainly introduces his luxury homes in various places, 80-carat diamond rings, celebrity calligraphy and paintings, famous wines and jewelry, etc. However, the products they sell are not at the same frequency. When Xiang Tai appeared in the live broadcast room wearing pink ostrich fur and all kinds of large jewelry, selling various "nine-yuan" products, it triggered a large-scale complaint across the entire network. Statistics show that its product categories include skin care and beauty, daily home textiles, food and beverages, etc., and the number of SKUs has reached 129.

The entire live broadcast process is like a performance of buying money for money. Although it looks gorgeous on the outside, the core process of bringing goods to is full of embarrassment of being "unprofessional" and "not familiar with the product and refusing to use it." During the entire live broadcast of , there were constant black screens, link errors, crashes and other accidents. Xiangtai staged a "mascot-style delivery" and adopted a "calling Mai-style live broadcast", even uploading a link in 10 seconds. It mainly acted as a humanoid hangout, introducing products, trying out food and trial, etc. were all completed by the broadcaster. He was only responsible for shouting out the price and not the "link". Many details made the merchants worried. When

was selling air mattresses, Xiang Tai said that he did not put on makeup and could only put it on his hands. When selling ready-to-eat sea cucumbers, Xiangtai repeatedly confirmed, "Can this really be eaten directly? Doesn't it need to be heated?" She also told the staff in charge of tasting to "be careful of diarrhea." The assistant broadcaster asked Chen Lan if she often eats fish maw. Xiangtai smiled awkwardly. The assistant broadcaster opened a can of fish maw and asked her to try it. Xiangtai immediately said, "I don't want to eat it after eating it." When selling home textile products, Xiang Tai touched them and frowned involuntarily. The person in charge of the brand asked if he usually uses our series, and silence became the best answer.

wears the most expensive jewelry and sells the cheapest products. The misalignment between "people" and "goods" means a violation of user positioning. When a wealthy anchor does not understand the product, and even shows a hint of condescension and disdain, it may also trigger doubts such as "cutting leeks" and bring the risk of overturning. This is something that cannot be saved no matter how many celebrities call it or how much traffic and popularity it has. Some netizens commented: "Xiang Tai has never seen so much rags in his life." Another online comment said, "Selling a bunch of things you don't like to people you don't like."

Similar age of 60+ and the halo of a leading heroine, also has the label of "rich woman", also has a celebrity (former) daughter-in-law, Zhang Lan and Xiang Tai's ability to carry goods will inevitably be compared by many parties. Xiang Tai, on the other hand, took the initiative to "touch porcelain" Cue Zhang Lan , selling mattresses and saying, "Be generous, don't come back even if you get divorced." It was suspected that the connotation was Wang Xiaofei, and many fans expressed their favorable opinion. Zhang Lan responded generously, attracting fans from passers-by: "How about not slandering others in Sister Lan's live broadcast room? We all respect each other and don't flatter each other."

Zhang Lan, who had previously become popular due to the battle between Wang Xiaofei and her ex-wife Da S, now has a stable status as the "No. 1 sister". She has sold 200 million goods in 30 days, beating Oriental Selection , and her average daily GMV remains at 600W+. Zhang Lan has gained 450,000 followers in the past 7 days, and her total number of followers once again surpassed that of Xiang Tai and Chen Lan.

Compared with Zhang Lan, what is the difference between Chen Lan and Zhang Lan? From the perspective of product selection, Zhang Lan starts from his own experience in the catering industry and is quite familiar with his own Maliuji products; From the perspective of professionalism and dedication, Zhang Lan will try all products. On November 30, he broadcast 96 live broadcasts, and the average live broadcast duration remained at 15 For about an hour, Yangliu still insists on live broadcasting, and he also knows the tricks of Internet sense and traffic passwords. He imitates , Gu Junye, DJing and other scenes that have become popular, injecting considerable entertainment and visibility into the live broadcast.

In addition, Zhang Lan has a more complete character and story, her perseverance and chicken soup for the soul after the ups and downs of starting a business, and her image of standing up and sacrificing for her son, which in itself is more in line with the Chinese people's imagination of traditional mothers and makes them more popular.

After the glory and gimmicks of half of the entertainment industry, Xiangtai reached the "debut and peak" and then declined rapidly. Its current positioning is more suitable for introducing and selling luxury goods. In fact, if you want to create a live broadcast room with strong content output, Xiangtai’s life experience, entrepreneurial stories, and gossip in the circle are all extremely unique and easily popular materials . From content output to supply chain construction, anchor professional capabilities, if you want to become the next Zhang Lan, the team still has a lot to make up for in terms of refined operations.

Douyin anchors have diversified "expanded their circle", from jumping exercises to rolling shouting

Xiangtai Live's exit from the circle reflects the changes in Douyin's popular way of selling goods, as well as the trend of Douyin anchors "expanding" to different circles to become more diverse.

It is worth mentioning that, , on the one hand, the "Shouting Mai-style live broadcast" adopted by Xiangtai is the most popular method of live broadcasting among celebrities at the moment. Nowadays, when everyone is selling goods, it is difficult for celebrities to bring goods through live broadcasts to arouse the splash that they had in the early 20 years. Although low prices and free benefits can attract a group of price-sensitive audiences, these audiences are often not very loyal. The popularity of Oriental Selection has confirmed the importance of content output, but bilingual products have a certain threshold and are difficult to copy. The relatively low threshold and quickly stir up the atmosphere of shout-out live broadcasts have become the choice of celebrities to increase the visibility of live broadcasts.

In the era of fragmented attention, audiences crave simple and crude emotional stimulation, especially in the sinking market. From the beginning of live broadcasting, the vitality of Shoumai is still tenacious, which shows how solid and broad its Internet mass base is.

This trend of calling Mai can be traced back to the popularity of T97 Coffee and Big Mouth Girl in September this year. Relying on the unforgettable personal image of the host "Big Mouth Girl", paired with magical rap and brainwashing music, the brand account increased by 1.47 million followers in less than 2 months, and the audience exceeded one million for several consecutive days.

Zhong Liti, Zhang Lunshuo and his wife, Chen Yiru, He Hongshan, Zhang MengXiaowu and his wife are all typical representatives. They sing and dance to "Today, Today, Today, Nine Yuan" while twisting and carrying goods, which has been commented as "making people worry about their mental state." These celebrities have always been on the road to catch up with the trend. Before Liu Genghong became popular, Zhong Liti, Zhang Lunshuo and his wife, Chen Yiru, etc. rushed to do aerobics in the live broadcast room. As Liu Genghong's traffic declined, he chose to shout for wheat instead. But in general, it is difficult to establish a unique and differentiated label in the live broadcast room by following the trend of . In most cases, the traffic password only favors the "originator".

On the other hand, the entry of Xiangtai also reflects the increasing diversity of Douyin anchors. From the earlier Dong Mingzhu launched, Luo Yonghao entered the game, setting off a wave of entrepreneur live broadcasting, Liu Genghong paved the way for the re-employment of outdated singers in the fitness track, and then the explosion of Oriental Selection this year triggered a wave of knowledge live broadcast, and then to the "strong women" and "ladies" Zhang Lan and Xiang Tai who have recently attracted the attention of the entire network, Douyin anchors are expanding into more diversified circles. The addition of new players like has enriched and stimulated the entire live broadcast ecosystem, brought a new traffic carnival to Douyin, and proved its ability to continue to create top streams.

"Internet celebrities rise, stars sink" has become the norm. The past chain of contempt for live broadcasting no longer exists, and the economic environment is declining. Live streaming is no longer an act of lowering the status of celebrities, but a golden avenue for celebrities to start the second curve of their careers. Users enter with a "gossip mentality", "freshness" and "filters". The early attraction is the first-mover advantage for celebrities in the entertainment industry, but in the future, if you want to further promote the conversion rate and retention rate, you need to create more activities, just like Zhang Lan's current live broadcast performance is by no means just relying on gossip.

Why do wealthy ladies sell goods on Douyin? Behind the popular scenery are some unknown crises. After losing the Beauty Jiangnan he founded, Zhang Lan tried to start a second business through live broadcast. Turning our attention to Xiangtai, public information shows that Xiangjia's current core industry is China Star Group , covering hotels, gaming, movies, property development and management, etc., with a current market value of approximately 1.6 billion yuan. Financial report data shows that in 2021, China Star suffered a loss of HK$156 million, an increase of 42% from 2020. The cold winter of film and television is superimposed on the cold winter of real estate. Xiang Jia may also have to find new ways to make money. Can

’s “third venture”, which does not seem to be just for fun, still succeed? After the first broadcast, the live broadcast will no longer be broadcast. Can Xiangtai, who deleted the video, find a new starting point? To answer the above questions, what "rich anchors" need is not "entrepreneurship", but to find the adaptability of "people and goods field", lower their stature and improve their professionalism.