Sold 150 million in 30 days, the "not afraid of trouble" female boss rectified the live broadcast room

This article tells how Lu Yao, the new "bag queen" on Douyin, achieved an amazing monthly GMV of over 150 million yuan in a short period of time through her unique live broadcast style and ultra-low product prices. The article analyzes Lu Yao's live broadcast skills, user appeal, and the factors behind her success, and explores the sustainability of this "performance-style" sales model.

"I was stunned when I saw her selling bags to me. I think these people are geniuses. How did they figure it out?"

In a live broadcast a month ago, the newly promoted "emotional mentor" and "electronic bestie" Li Dan imitated with great enthusiasm and repeatedly expressed his "reverence", with a smile on his face that seemed to overflow the screen. The anchor who made Li Dan "laugh until he blurted out" and sighed repeatedly was Lu Yao, the "bag queen" who has recently become famous on Douyin. With her live broadcast style that combines abstraction and drama and ultra-low product prices, Lu Yao not only strongly attracted the attention of a large number of users including Li Dan, but also the sales of her live broadcast room continued to rise, with a monthly GMV of more than 150 million yuan, and she has repeatedly entered the top 1 of the Douyin luggage list.

@林景女包TikTok live room

Previously, there was the "female boss" @澳门COCO姐 who controlled countless middle-aged men, and now there is the "12-year female bag boss lady" Lu Yao who is popular on Douyin. Although the fields and target audiences of the two are different, there are certain similarities in the styles of the two. So how did Lu Yao, who made Li Dan laugh so hard, become the "No. 1 luggage lady"? In 2024, why can "Lu Yaos" rise strongly?

1. With such explosive popularity, how does Lu Yao “hard-control” the users of his live broadcast room?

Lu Yao, wearing sophisticated new Chinese-style clothing, a set of luxurious earrings, necklaces, bracelets and rings, gorgeous manicures and exquisite makeup, always seems to maintain a meticulous and exquisite image in the live broadcast room. Coupled with the villa-style live broadcast background, the whole picture presents a full sense of high-end luxury.

@林景女包TikTok live room

This stylish live broadcast scene will undoubtedly successfully make users who come across the live broadcast room in the information flow stop and stay, and prolong their stay in the live broadcast room. Then, the abstract dramatic effect that forms a sharp contrast with high-end, luxury and style will firmly control the large number of users who "accidentally enter" the live broadcast room.

In the live broadcast room, we can see Lu Yao "performing" various funny scenes in a serious manner, and he alone supported a big drama with all the elements.

The character she gave herself is a heroine who relies on hard work to counterattack, has absolute strength, and does not fight for bread but for face:

"I, Lu Yao, came to Guangzhou when I was 18 years old. I have seen both human beings and ghosts. I started as a sewing worker and rose to become a boss lady today."

"When you reach my age, you will know that it is better to please yourself than to be in a spring breeze. You can choose not to make money, but you cannot bear the anger. I, Lu Yao, do not cause trouble, but I am not afraid of trouble."

"I'm worker number 1500 in my factory, and I don't call you Brother Yao for nothing."

Under this kind of personality, Lu Yao has always shown an image of being hot-tempered and arrogant. The usual scene in the live broadcast room is that she quickly unpacks the bags with her manicured hands, while speaking with disdain and anger, and each bag stays in her hand for no more than 10 seconds.

She is confident enough about her products:

"I, Lu Yao, never fight back. The bag is awesome enough, the price is low enough, and the rest is up to you."

"You who just said my bag is ugly, you don't deserve to own my bag. You can say I am ugly, but you can't say my bag is ugly."

"You're slandering me for selling scripts. Do I need to sell scripts at this price? Even if I, Lu Yao, am a mute, my bags are not enough to be snatched!"

"It's not genuine. You can be the boss lady of my 3,000 square meter factory!"

When introducing her products, she would give her bags all kinds of exaggerated luxury backgrounds, but then immediately quote an extremely low price, creating a comic effect with a huge contrast between the before and after:

"This bag took dozens of French craftsmen a month to make, 20!"

"My Lu Yao bags are not RMB, so I can't satisfy everyone. These bags are all supplied to shopping malls where the average consumer spends over 2,000 yuan," he then picked up a bag and said in a loud voice, "Change the price, 8 yuan!"

"Come, let's dye with lavender, which is only available once a year. Why do I like purple? Because purple is the most noble and precious color. There are only 500 of them on the shelf. There are not so many natural dyes. Come to the live broadcast room and kick out 2,000 people first."

"Adjust the 100 to 50 and the 50 to 25. No explanation required!"

@林景女包TikTok live room

In addition to selling bags, she will also add more conflicts and jokes to the live broadcast room in other forms.

In order to motivate netizens to interact actively, a lucky bag password "Whatever happened, only recognize Lu Yao" was set in the live broadcast room. However, when seeing these words floating across the screen, Lu Yao insisted on saying "Don't ask me what happened anymore" and "Old fans know it all", which made people speechless and funny.

She often scolded her assistant Ye Zi loudly for mistakes such as slow response and wrong price reporting, and netizens jokingly called her "Ye Zi was scolded 800 times in one live broadcast"; during one live broadcast, she was angry and her assistant handed her a Capibara backpack. She said angrily, "I'm angry now. Do you think this style fits? What am I doing with a Capibara?" Then after reporting the price, she slapped the Capibara away with one palm. The funny and hilarious scene became a classic joke that many netizens talked about with relish.

@林景女包TikTok live room

Of course, the most classic thing is that she often denounces her "competitors" in a veiled way.

"Say I moved your cheese, moved your cake, 30 is fine. Don't want 60." "Our old fans all know why my account with 6 million followers can't be found. 29. Don't ask what happened. People don't fight for bread, they fight for reputation. I just did it for her to see. 15. Bring me that Mona Lisa, the one that sells the most in her store. I, Lu Yao, spit and nail. Come, pure cowhide, custom suit lining, change the price, 30 yuan!"

As for who touched her cheese and cake, and who made her angry, she never made it clear. Many users were also confused, but it did not affect their enthusiasm for watching the show at all.

From the user's perspective, the most significant feature of Lu Yao's live broadcast room is its extremely interesting nature. Lu Yao, who is praised by many users as "having a strong sense of belief" and "excellent performance skills", is like a "sketch queen" in her live broadcast room, making jokes in a serious and intensive manner. The contrasting comedy effect created by this is hard not to be addicted to, and many users are controlled by her in the live broadcast room.

According to observations, Lu Yao mainly broadcasts live on two accounts, @路遥女包 (disdain version) and @霖景女包. In the past 90 days, @路遥女包 (disdain version) has gained 104.9W followers, with an average of 311.3W views per live broadcast; while @霖景女包 has gained 127.4W followers, with an average of 260.2W views per live broadcast.

2. With sales of 150 million in 30 days, the rise of "Lu Yao"

In addition to her explosive popularity, the sales performance of "Sketch Queen" Lu Yao is also not to be underestimated.

Third-party data shows that in the past 30 days, the estimated sales of @路遥女包 (disdainful version) live broadcasts are 25 million to 50 million, and the estimated sales of @霖景女包 live broadcasts are 100 million+. The total GMV of live broadcasts of the two accounts is estimated to be around 150 million.

Our observation of @霖景女包, which accounts for the majority of sales, revealed that among the live broadcast audience of this account, female users accounted for 76%, and young users aged 18-30 accounted for as high as 51.39%, mainly distributed in new first-tier, second-tier, and third-tier cities. This type of user is easily impressed by new things and is also prone to pay for emotions under corresponding stimulation. In addition, the women's bags in this live broadcast room are rich in styles and cheap in prices. Under the guidance of Lu Yao with a sense of conviction and the atmosphere of the live broadcast room, the "fun people" are also invisibly attracted by the affordable small bags, and the conversion is completed naturally in a subtle way.

@澳门COCO姐, who Kass had previously analyzed, actually follows the same sales path as Lu Yao:

Coco, the "female boss" wearing a mink coat and delicate smoky makeup, was in a live broadcast scene full of luxury, working closely with the male model in a suit and tie next to her, passionately performing abstract dramas. Amidst the foreshadowing of "arrange a luxury house for my brother", "don't give me those cheap brands", "show some strength to the brothers now", and under the exquisite and luxurious packaging boxes, the 8.8 yuan two pairs of cordyceps underwear, 19.9 yuan "GUCI" lighters, 17.8 yuan three pairs of ginseng underwear... In the extreme contrast, the entertainment effect of the live broadcast room was pushed to a climax again and again, accompanied by the passionate orders of male users whose emotional values ​​were greatly satisfied.

@澳门Coco姐 Screenshot of Douyin live broadcast room

According to third-party data, male users account for 71.47% of @澳门COCO姐's live broadcast room; users aged 31 to 40 account for 47.34%; in the past 30 days, these users contributed more than 100 million yuan in sales to the live broadcast room.

In this abstract performance-based sales channel, there are more than just @澳门COCO姐 and Lu Yao emerging.

For example, @豪情四姐 is another female boss with a similar style to Coco, and also targets male users. Unlike Coco's domineering and luxurious style, @豪情四姐 follows the "Chinese old money" style. She wears loose silk clothes, jade pendants, and bracelets in the live broadcast room, creating a big boss persona who sees through the mundane world. The most common phrase she says is "If you don't believe in the fourth sister, don't grab it." In the past 90 days, the estimated sales of @豪情四姐 is 25 million to 50 million.

@豪情四姐TikTok live broadcast room screenshot

Lu Yao's luggage track also saw the emergence of Zi Qi (@子琪生活号, @号1女包工厂), Zuo Jiu (@左家皮具), and Lu Yao's rival Luo Luo, who has similar styles. Among them, Zi Qi, who also made an exquisite appearance, quickly reviewed the products while criticizing her peers from a distance, and netizens pointed out that she was "from the same school as Lu Yao."

3. Can “performance-style” sales last long?

In essence, the sales styles of @澳门COCO姐 and Lu Yao are both plot-based/performance-based.

Users are actually not unfamiliar with this form of selling goods. Since the birth of live streaming, in order to attract users' attention, increase users' stay time, and stimulate users' consumption, merchants have tried their best to find new stimulation points. Among them, plot/performance live broadcasts such as team conflicts, family conflicts, quarrels with brands, divorce and cheating, and selling misery have long been full of screens. Although these tortuous and bloody dramas are full of routines, they create an extreme emotional experience and can instantly hit the user's emotional points. Therefore, they have become the traffic password for many live streamers.

It is precisely because similar dramas have been staged too much, and users with gradually improved "discrimination" abilities have gradually begun to feel bored. New scripts and performance forms are "urgently needed" in the live broadcast room to fill the gap. The emergence of accounts such as @路遥女包 and @澳门COCO姐 is undoubtedly timely. In Kas's view, the biggest reason why these accounts have become popular is that they have accurately hit the abstract trend this year, compared with the "traditional" performance-style sales that we often see in the past. Abstraction originally means that people, based on practice, process and produce rich perceptual materials through the process of removing the coarse from the fine, removing the false and retaining the true, from this to that, from the surface to the inside, to form concepts, judgments, reasoning and other forms of thinking to reflect the essence and laws of things. After being widely used as a popular online meme, abstraction has evolved into a kind of anti-logical, anti-serious, anti-conventional, and anti-mainstream behavior, language, and thinking.

Since the beginning of this year, abstraction has almost become a keyword in the short video and live broadcast ecosystem. Users have fallen in love with the emotional value that touches the heart from those seemingly absurd, exaggerated, unreasonable but hilarious contents. The more "lively", abstract, and fun the content creator is, the more likely they are to be sought after.

Whether it is @澳门COCO姐 or Lu Yao Women's Bag, they all revealed a serious sense of calm madness in the live broadcast room. In the performance with a strong sense of conviction, the contrast and abstract index were infinitely maximized, which easily attracted the attention of consumers.

So can this kind of abstract performance-style sales promotion last long?

Kas believes that from the perspective of consumer psychology, this model meets the needs of many consumers for fun and novelty, and it is easy to attract users' attention in the short term, prompting impulse purchases. However, the same drama will always get boring after watching it for a long time. Once the novelty is gone, without the addition of new creativity and content forms, users' interest in watching will inevitably decline.

From the product level, the products sold by Lu Yao and @澳门COCO are relatively cheap, but the products are subject to varying degrees of doubt. For example, Lu Yao's women's bags are accused of imitating big brands in appearance, and the products sold by OOCO are suspected of being knockoffs of big brands. The evaluation of quality also shows a two-tier differentiation. Once users' enthusiasm for watching the live broadcast room itself is over, the products can easily be at risk of failure.

Product iteration and content upgrade have always been the eternal proposition of live e-commerce. Innovative gameplay has broadened the boundaries of live broadcasting and provided users with more consumption stimulation, but after the novelty of the form disappears, live broadcasting returns to its essence, which is still the user's demand for goods.