With millions of followers and 10 million sales, "Yunnan Love Variety Show" firmly controls Douyin

"Yunnan Love Variety Show Goes Viral on Douyin, Deep Analysis of the Mystery Behind It." On the Douyin platform, why did the "Yunnan Love Variety Show" by the Jin couple quickly gain millions of fans and bring in tens of millions of goods? What kind of communication logic and user psychology are behind this phenomenon?

"I've been addicted to watching You Jin recently and have forgotten to watch Xiao Ying."

"My mind used to be full of Moga, but now I am tired of the sky every day."

After @小英一家’s “adoption” incident caused trouble, the Youjin couple’s live broadcast room became a new source of happiness for users.

Youjin, whose full name is @Youjin records real life, mainly records the daily life in the countryside. Although the diary-like video style is exactly the same as Xiaoying, the temperament of suffering presented by Xiaoying is very different. Youjin and her husband Tights - the nickname comes from her husband's love of wearing tights - perform a Yunnan version of rural love on Douyin.

Image source: TikTok

In the widely circulated clip, someone in the live broadcast room asked Tights if he had ever been a soldier. You Jin couldn't suppress her smile and praised her husband for having that kind of temperament. When Tights mocked himself, "I can't be a soldier at 1.66 meters, I'm too short," You Jin immediately went on fire, "You are 1.66 meters tall and still short? Your figure is the standard figure!" Due to the non-standard pronunciation of the Yunnan dialect, the "1.66 meters" in You Jin's mouth sounded more like "corn 66", which also made "corn stalks" popular.

With these natural and simple expressions of love, the Youjin couple quickly gained followers and realized profits. According to Chanmama data, in the past 30 days, @Youjin Record Real Life has gained 1.48 million followers, and live broadcast sales have reached 10 million to 25 million. The most popular broadcast attracted more than 4.64 million people to enter their live broadcast room.

On the one hand, he has become a hot new star in the rural track. On the other hand, You Jin is also regarded as the "hero" of Yunnan's new season. Following the "Hot Rap Divine Song" and "Dinosaur Carrying Wolf", "Yunnan People's Own Love Show" once again took control of Douyin.

From "Bitter Melon Team" to "Yunnan Love Variety Show"

It’s no wonder that netizens keep jumping back and forth between Xiaoying and Youjin. After all, judging from the content style alone, the videos of the two have many similarities.

For example, both videos are written in a diary-like style, recording in detail a series of trivial daily activities such as mowing the lawn, washing clothes, cooking, and taking care of children; they have similar opening lines, Xiaoying is accustomed to starting the video with "Moga sisters", and Youjin also has a similar catchphrase "I'm tired of the sky". Someone deconstructed this encrypted text into the Yunnan version of "Oh my God"; in the videos, the pictures of rural life shown by the two are based on poverty.

But in the specific narrative, Youjin is the opposite of Xiaoying: Xiaoying has endless work to do every day, and she keeps the house in a mess, and the cows she raises are thin and have "right-angled shoulders"; Youjin and her husband, Tights, keep the house clean and tidy, and the pigs and cows are white and fat. When seeing Tights feeding the child with milk powder, some people can't help but pull out their upper laps and "want to slap him twice."

Image source: @有金记录真实生活

This differentiated narrative ultimately allowed Youjin to break out of Xiaoying's "bitter melon brigade" template and stand out on the country track.

Looking back at Youjin's road to fame: In July 2023, Youjin began to post videos on Douyin in order to earn some living expenses to subsidize her family. In her first work, she wore a white top and carried a one-year-old baby on her back. She lip-synced while washing the pot in her hand. Behind her was a shabby and simple kitchen, and the walls were covered with mold spots due to moisture. And the song she lip-synced, "Don't look at money for love, marrying a poor person is also sweet" set the tone of the video in one fell swoop. For more than half a year, Youjin's account was in a tepid state, and the increase in fans was not outstanding. It was not until December this year that the account ushered in a turning point of explosion under the strong recommendation of Douyin funny expert @Huanjun with 3 million fans. In the video, Huanjun asked fans "Have you seen the couple live broadcast", and then reproduced Youjin's famous scene one by one, exaggerating "How can there be such a cute love brain". At present, this video has received 570,000 likes, successfully helping the Youjin couple to open up the volume. Since then, @唤俊 has released several "CP" Amway videos in succession, giving gifts to Youjin's live broadcast room, and inviting friends to replicate the famous scenes of Youjin and his wife's live broadcast. The two sides even staged a "drop of water should be repaid with a spring" drama - in a live broadcast, Youjin asked the 40,000 people in the live broadcast room to "go to Huanjun's live broadcast room with 30,000, and the remaining 10,000 can stay". Not long ago, the Youjin couple and Huanjun, who have already "raised the stars", also live broadcasted together in the expectation of fans. In this live broadcast, both sides were filled with green bean cakes, duck goods, milk and other snacks. After becoming the chief recommendation officer of Youjin, @唤俊 gained 71,000 fans in 30 days.

Image source: @唤俊

As marketing accounts spread the sliced ​​videos to every corner of the Internet, the Youjin couple also welcomed a wave of fans. According to Chanmama data, in the past 30 days, Youjin has released 20 videos in total, and the number of fans on the account has increased by more than 1.48 million.

With a monthly GMV exceeding 10 million, who is watching the Yunnan Love Variety Show?

In 2024, the most popular content model in the rural track is the "bitter melon team" brought to the fore by @小英一家. The "bitter melon team" mostly refers to young women living in remote villages. Because they get married and have children early, they have to do heavy housework and farm work every day, and have to endure all kinds of criticisms from their husbands. Their lives are very difficult. But although they are also living in poverty, You Jin jumped out of this stereotyped mode and turned the live broadcast room into a love variety show recording site. After coaxing the children to sleep at 10 o'clock every night, You Jin and his wife start broadcasting on time. In her live broadcast room, the corners of her mouth that are harder to suppress than AK finally have a concrete manifestation-every sweet expression from the tight Q can make You Jin "upturned mouth". In the most classic clip, some netizens joked that "You Jin should divorce him and live with him". The moment Tights answered "Impossible", the corners of You Jin's mouth turned into "Nike" and she was secretly happy, "I'm married, and the things I love will never change." Tights immediately followed up, "I won't let go if you don't change. Even if you change, I won't let you go." Someone said in the live broadcast room, "You Jin deserves a better man." Tights said, "I am that good man, and I won't allow other men to get her." You Jin, who was secretly glancing at Tights, was happy again. And when asked about the wedding, Youjin, who was unhappy about not having wedding photos in the previous second, couldn't suppress her secretly happy smile in the next second because of Jin's words "I'll take you to take photos when I have time", and deliberately said, "No, no need, husband, we can take them at home." Unlike Shang Laru who neglects her family and is picky in Xiaoying's video, in Youjin's shot, Jin cooks, goes shopping, and dances with her. One day, after they finished harvesting rice, the two of them climbed onto a small platform, sat side by side and laughed, with the background BGM of "Let's Watch Meteor Shower Together". This scene made netizens shout "Welcome to watch Yunnan Satellite TV's love variety show "Murong Jin and Chu Youjin"."

Image source: @有金记录真实生活

As traffic has risen, the sales of Youjin's live broadcast room have also soared. According to Chan Mama data, in the past 30 days, Youjin's live broadcast room has accumulated sales of 500,000 to 750,000, and GMV has reached 10 million to 25 million, which is a qualitative leap compared with the previous one. In the past 30 days, Youjin has broadcast a total of 24 shows, with the highest number of viewers reaching 4.64 million and sales of 1 million to 2.5 million. Judging from the selection of products in the live broadcast room, Youjin's goods are mostly white-label snacks such as spicy potato chips, braised duck feet, and flower cakes. Occasionally, they carry household items such as tissue paper, face towels, and detergents. This tray is the comfort zone for rural experts to bring goods, which is also similar to Xiaoying. Among them, the best-selling one is a spicy duck wing, which contributed 1 million to 2.5 million sales in a single month. Ten months ago, someone predicted under Xiaoying's video that "Xiaoying's opponent has appeared." When @小英一家 fell into the dilemma of losing fans due to the adoption incident, Youjin gradually became popular as a "love variety contestant" and gradually filled Xiaoying's ecological niche. Why are users willing to pay for Youjin's live broadcast? Kas believes that on the one hand, the "pure love feeling" presented in the live broadcast room of the Youjin couple satisfies users' imagination of modern love to a certain extent. From the perspective of fan portraits, Youjin's fans are mainly women aged 18 to 23, mainly distributed in new first-tier and second-tier cities, and at the same time, the regional characteristics are very prominent, mainly in Guangdong and Yunnan. At a time when "love brain" has become a derogatory term that everyone avoids, the pure love of the Youjin couple can be called a "science fiction film", which also implies a love model: although it is Youjin who frequently expresses love, she takes the initiative in the relationship, and is also the central figure of live broadcasts and videos, with her own charm. Especially in rural areas, this model is more rare and easier to hit the hearts of women. On the other hand, the real and natural interaction between the two in the live broadcast greatly reduces the sense of script. When they were selling goods live, they realized that they had not told the merchant in advance, so they urgently withdrew a duck head, and Youjin even took a last bite; when they saw the big brother in the live broadcast room giving gifts, the two even forgot to chew the snacks, staring blankly at the special effects that frequently exploded on the screen, and even "rejected three times" - "Don't send it", "It's too tight", "It's not worthy", and left the live broadcast in embarrassment. This kind of real reaction makes the personalities of the two more vivid and natural. Of course, whether the account has traffic does not depend on the truth, but on whether the audience is flattered. As for whether the story is true, it is actually not that important. In this regard, @小英一家 is a good example - although falsehood and truth coexist in Xiaoying's videos, it does not prevent the expert from being popular.

Yunnan bloggers, "ruling" TikTok

"It's as easy for Yunnan people to rule Douyin as breathing." "The capital of China is Beijing, and the capital of Douyin is Yunnan." Yunnan people seem to have their own way of creating the explosive memes that swept Douyin. Looking back, in May 2022, a Lisu boy from Yunnan became popular on Douyin with a rap divine song "I'm from Yunnan", and the video playback volume exceeded 500 million in just 3 days. Following this brilliant achievement, Yunnan Quanmei took over the task of brainwashing people across the country. In 2023, when singing Sammi Cheng's "Mei Fei Se Wu" on the street, Yunnan Quanmei suddenly forgot the lyrics and temporarily adapted the lyrics, creating a magical dynamic melody, "I don't have K, I don't have K, Bulu biu, Bulu biu, dinosaur carrying wolf carrying wolf carrying, dinosaur carrying wolf carrying wolf carrying". Once it was released, "Dinosaur Carrying Wolf" was crowned a divine song and swept the entire Douyin. In the rural track, Yunnan bloggers have actually always been ahead of the curve, opening up tracks outside the crowded Sichuan and Chongqing experts, such as @滇西小哥, @滇小花, etc. This year, @小英一家 is undoubtedly the new generation of top streamers in the rural track. Xiaoying, who works diligently and constantly creates funny and absurd jokes, is even called the "innate Internet saint."

Image source: @小英一家

With the popularity of @有金记录真实生活, the Yunnan blogger has once again "scored up". In detail, the chemical reaction between the Youjin couple is not only due to the sweet quotes in the live broadcast room that are so cheesy that they are a little "clicky", but also largely due to Youjin's personal charm. As an "anti-PUA" expert, Youjin's principle is never to waste energy. Some people say that her mouth is crooked, but she said that her mouth is on my face and I can crook it any way I want; some people compare her with Wang Baochuan and say that she is in love, and Youjin's reaction is "If my man doesn't love me, who should I love?" Tens of thousands of people suddenly poured into the live broadcast room, and Youjin, who was squeezing sauce for the turkey noodles, couldn't suppress the corners of her mouth that were secretly happy, and said to the tight Q like a thief, "Talk less, just eat"; when she was happy, she would start singing and swinging at 0 frames in the live broadcast room, and the reality was mixed with a hint of abstraction. As Yunnan bloggers become more and more popular, people have begun to transform their love for influencers into appreciation for Yunnan's specific cultural landscapes, creating a variety of theories to prove the rationality of Yunnan's popularity. For example, the mountain song gene of Yunnan people. As early as more than a decade ago, "Old Driver Take Me With You" and "Fake Cigarettes, Fake Alcohol, Fake Friends" were already very popular, and many secondary works have appeared to this day; or they are keen on "interpreting characters" - the abbreviation of Yunnan is "Dian", which means that Yunnan people only play the peak game. In addition, there is a more reasonable explanation: in the era of short videos, celebrities are increasingly dependent on memes, and dialects are one of the most original sources of memes. Therefore, "Dinosaurs Fighting Wolves", a unique onomatopoeia in Yunnan, can set off a frenzy of imitation, while Xiaoying's family has the classic opening line "Moga Sisters", and there are also hot memes such as "Corn Stalks" and "I'm Tired of the Sky". These words with special pronunciations and unknown meanings are very memorable and further depict people's overall impression of Yunnan celebrities. Strangeness is another influencing element. Previously, the region that relied on dialects to "dominate" short videos was mainly the Northeast. When this filter gradually faded, people's stereotypes about the Northeast became more stubborn, and the more mysterious Yunnan quietly entered the traffic field with dialects. Stories on the Internet are always renewed, and the influencers who are on the cusp are also constantly iterating. However, from the fast-fading celebrities, we can always get a glimpse of the mental state and needs of contemporary people.