On Douyin, no one can escape the abstract live streaming of goods, which is much more abstract than the shaman dance.

From the rich lady character of Macau's Coco Sister to the revenge-scripted Lu Yao Women's Bag, these anchors attract the audience's attention in their own unique ways. This article will take you into those unique "abstract live streaming with goods" scenes on Douyin, and explore those live streaming rooms that use exaggerated plots and strong emotions as selling points.

"The lavender in Provence blooms only once a year for fixed color and dyeing", "The process of three steaming, nine drying and eighteen embroidery", "I won't say more, it sounds like a salesman", "Take out 500,000 to play with you"...

These lines of speech, which seem to have no idea what they are talking about at first glance, come from the live broadcast rooms of Macau Coco Sister and Lu Yao Women's Bags on Douyin.

Coco is a rich lady. The glamorous live broadcast room looks like a brand counter or an auction site. Coco is wearing a black mink and looks disdainful. She waved her hand and took out a 9-yuan perfume or 8.8-yuan men's underwear. The younger brothers and sisters behind her would exclaim at the right time how straightforward and domineering she is. Those who don't know would think she sold some pure gold underwear.

Lu Yao's live broadcast room was relatively calm. The only one who was not calm was herself. All the bags in the room were priced at more than ten or twenty yuan. The brief product display and quotation were sandwiched between the words of her so-called "rival". Her script was: in order to retaliate against a colleague, she resolutely decided to sell her good bags at a low price, just to slap the other party in the face.

When you think that live streaming e-commerce has become mature and stable and is no longer a blue ocean, there are still abstract people who are still acting based on their sense of belief. It seems that abstraction has become the new version of the answer to the live streaming e-commerce industry.

As for the so-called audience, you will not be able to tell for a moment whether the anchors in front of the camera are selling goods or performing a bizarre cyber shaman performance?

01 8 yuan underwear and 20 yuan bag, the show makes you doubt life

In Coco’s live broadcast room in Macau, you can not only buy BB brand underwear from the "Guangzhou Taikoo Hui counter" by spending five or six yuan, but also gain the emotional value that can only be obtained by spending five or six hundred thousand yuan.

The live broadcast room of Macau's Coco Sister is full of extravagant style. Just looking at the background of the live broadcast room, it is hard not to associate it with high-end luxury. The anchor is Coco Sister herself, who is slim and always has a neat oily hair. She wears various tube-top dresses or leopard fur and Prada suits. The accessories on her body are also Chanel earrings and necklaces with big logos. The cheapest thing on her body is a whistle used to control the whole audience.

Behind Coco stood a row of assistants in suits and leather shoes, responsible for expressing disbelief, elation, and other emotions when Coco was talking about the products. The background wall of the live broadcast room was also decorated with shoes and bags from luxury brands, and the overall color was Hermès orange.

However, when Sister Coco took out a pair of men's underwear worth 8.8 yuan in such an environment, the whole story instantly became full.

This seems to make you realize instantly that whether it is Hermès or other big logos, they are all for face. If we upper-class people want to live comfortably, we still need a pair of "8.8 yuan ice silk underwear that can be washed away by flushing with clean water if soy sauce is poured on it."

Coco is a rich lady, speaking with a thick southern accent, and running a 10-yuan store in a high-end and respectable live broadcast room. She is not doing this for money, but just to "take out 500,000 or 600,000 yuan to play with you."

Men's underwear is one of the best-selling products in Coco's live broadcast room. She would hold up the underwear and wave it like a handkerchief in a two-person opera. "Come on, arrange a mansion for your brother. Only when your brother is happy will you be happy. Let's play a big game."

Don’t worry about what my brother means. As long as he is happy, that’s enough. With a big mansion, he won’t have to worry about anything.

The underwear was thrown away, and Coco said that the underwear cost 12 yuan, and the price was 15.8 yuan. The assistants immediately gave an expression as if they had just found out. Coco blew the whistle, turned around gracefully, made a 3 gesture, and the assistants shouted "321".

Coco yelled, "Who told you to shout 321? I said send me three messages! Shouting 321 makes me look like a salesman."

It seems that the price of 8.8 yuan is too conservative after all. My younger brother now lives in three villas for 15.8 yuan.

Although Sister Coco is known as a generous spendthrift in the entertainment industry, she has also made a lot of money as a live-streaming anchor. The transaction volume for a single event once reached 8.01 million yuan.

In Coco's live broadcast room, all customers can get more distinguished service than the counter, just like the above plot. Coco's trick is to elevate herself and the consumers at the same time, while in Luyao's live broadcast room, she is elevating herself and the script of "saving all living beings".

Like Coco, Lu Yao also has a golden sentence: "I won't say more. If I say too much, it will sound like I'm selling something. 20 yuan. (Referring to the white-label bag in her hand that has various big-name design elements stitched on it)"

According to Lu Yao, her story line should be: she came to Guangzhou at the age of 18, and started as a sewing girl, and became the boss's wife today. She took orders for luxury brands such as Chanel and Gucci. She sincerely helped her peers but was stabbed in the back. The brands also said that selling products at a low price changed their tone, so they started broadcasting in anger today, selling all the good products at low prices to let the betrayers see her strength.

No-prize guessing game: What big-brand elements are sewn into the bag in the picture above?

In her live broadcast room, she was the only one showing her face. She was also wearing purple clothes with a silk-like texture, calling it a "battle robe". She wore a huge jade pendant on her chest because "I am a Buddhist."

Although the popularity of the live broadcast room is not as high as that of Sister Coco, Lu Yao's live broadcast scheduling can be described as "Spring Festival Gala level". An assistant on the right put a box in front of Lu Yao. Lu Yao cut open the box and took out the bag, pinched it a few times, and said, "It's very soft material. I won't say more. 20 yuan. Take it and share it." Then he threw the bag to the left. At the same time, the assistant on the left took the box in front of him, and the assistant on the right seamlessly connected to the next product.

Netizens joked that Lu Yao was the "first person to get angry during live broadcast." She had a "revenge script" with her. In addition to talking about her revenge plan with her so-called rival, she was also angry with the assistant "Ye Zi" who only showed her voice, blaming Ye Zi for taking out "the coolest backpack in our family" because she was afraid of losing money and took another one.

The effective information of Lu Yao's products accounted for an even lower proportion. He described a purple bag as using "the lavender that blooms only once a year in Provence, which is fixed in color and dyed". Other bags also had a lot of origins, "three steaming, nine drying and eighteen embroidery processes", "1,800 yuan per foot of material, I use it to make big bags", "10,000 needles embroidered by a German machine that costs 3 million yuan, and ten machines working at the same time can achieve the best effect". The material is either embroidery or cowhide, but the product information in the live broadcast room is stuck with "Material: PU".

Most of the bags sold by Lu Yao have the shadow of big brands such as Dior, LV, Chanel, etc. Her bags are like a vivid probability theory practice class, which makes you understand very intuitively that a few elements can be arranged and combined to create endless combinations.

She herself is not shy about saying, "This bag is Dior's Montaigne bag." Such a heavy-duty bag is priced at dozens of yuan. In Lu Yao's words, "A person's achievements are not as great as his vision."

In fact, the women’s bag live broadcast room has been angry recently.

The live broadcast rooms of Lofi Women's Bags, Lane Crawford Women's Bags, Milan Brothers, Ziqi and others all follow the same route: they suspect that there is an irreconcilable enemy, and they sell bags to take revenge and slap TA in the face.

Zhiwei noticed that the products on Lu Yao's small yellow car are all from different bag shops. The bags sold in these shops, in addition to those with Lu Yao's avatar, also have the avatars of the above-mentioned angry anchors of the same type. Moreover, not only do these live broadcast rooms sell the same bags, but even the scenery, lighting and background music are almost the same.

They all say they own factories and are bosses, but many of the products they sell are links to products from the same store.

Don’t ask about this reason too much. If you ask too much, it means you have no vision.

02 Their awkward performance turned abstraction into cyber art

Short dramas are popular, and short dramas + live streaming sales are also popular.

Douyin's "AI Yaoyao" and "Long Haotian" are playing awkward dramas + selling goods. The conflicting plots usually take place in the office, and the stories are all for the purpose of selling goods.

For example, when promoting waterproof liquid foundation, the two female anchors would splash water on each other's faces because of a conflict. Both of them were immersed in their roles and had a strong sense of belief, accompanied by the revenge music of "Temptation to Go Home".

One anchor would ask another anchor, “Why doesn’t your makeup fade?” The other anchor would answer, “Because I’m using XYZ foundation, which is super waterproof.”

The hair dryer promotion was the same routine. A middle-aged man broke into the office and said that another male anchor was a traitor. The two immediately started arguing and splashing water, and even started dancing. At this time, the female anchor took out a hair dryer to blow the hair of the "traitor". The male anchor asked: "What kind of hair dryer is this that blows so fast?" The next step was to smoothly introduce the product content.

The host is dedicated, the script is smooth, and even the camera movements in the live broadcast room are as natural as a normal skit. The audience in the live broadcast room also clearly knows that the host is acting awkwardly, but "it doesn't matter where you watch the domineering CEO skit. When he starts to talk about his character, it's like he's telling a joke."

This seems to be a superposition effect. Short dramas are undoubtedly one of the hottest tracks now, and with the 9:16 vertical screen of mobile phones as the carrier and interpretation, short dramas can only accommodate bloody rebirth stories and domineering stories. On the other hand, the vertical screen has also made live streaming sales successful, so after live streaming sales reached a period of lack of form, short dramas became a plus. What's more, the audiences of short dramas and live streaming sales are originally the same type of people.

Another type of short drama live broadcast is more extreme. The representative host is "Cola" and his apprentices, who together form a "Cola Universe".

In their live broadcast rooms, the anchors will act as mediators and handle conflicts for some "prominent" families, including disputes over inheritance, unfilial children, and neighborhood disputes. If mediation fails, the anchors will threaten the old lady in the family: sell her jade bracelet at a low price of 39 yuan.

Seeing this, the old lady would shout that this was her dowry, which should be worth 3,999 yuan. The other white-haired old man, who was obviously dressed in makeup, would also knock his cane a few times to express his anger.

Seeing this, you have to complain, "I've said it so many times, losers shouldn't write scripts for the rich, it's too abstract."

It is worth mentioning that most of the viewers in Coke’s live broadcast room firmly believe in the plot. The reason is that its audience is mainly middle-aged and elderly people, and the anchor is also good at interacting with fans in the manner of a junior, creating an atmosphere that he is really doing justice and seeking benefits for fans at the same time.

There are quite a few middle-aged and elderly people who pay the bills, so children often ask for help on social platforms: "How can I convince my mom that my live broadcast room is a scam? She insisted on buying some frozen-dried sheep fetus powder, saying that the other person is a millionaire internet celebrity and the plot is real."

Moreover, ordinary people cannot buy the medicine sold in the live broadcast room. "You must join the Le family to buy it. Hospitals don't have it, and you can't get it. The anchor is just for ordinary people to get medicine..."

The plot here reminds people of the "true god" Xiong Fengshan in the TV shopping era, who also sat in front of the camera and made that "decision that went against the ancestors."

There will always be an audience for live broadcasts of awkward dramas, not necessarily because the actors' acting skills are so credible, but because the plot and performance style just make up for some of the psychological demands of the middle-aged and elderly audiences. When the host asks over and over again, "Uncle and aunt, am I doing it right?", the feeling of "being needed" that is lacking in children is immediately realized.

While middle-aged and elderly people were consuming enthusiastically, in the live broadcast room of "Village Chief", several aunties had already brought in goods.

"The traffic is still good now, so we still have to sell goods. Sell goods, sell goods. What are you selling? Oriental Leaves! Free shipping! Shareware!" In the live broadcast room, six aunts were lined up in two columns, two in each group, repeating the above conversation, with almost no product discussion.

The IP address of the live broadcast room of "Village Chief Village Chief" is in Shaanxi, and the host aunt's strong Shaanxi dialect has become a fixed meme. For example, the pronunciation of "Eastern Leaves" is "Eastern Unemployment".

Compared with the other abstract live broadcast rooms mentioned above, "Village Chief Village Chief" is the most normal and non-borderline product promotion. After all, the products on the shelves in the live broadcast room are standard products with name brands, and there are no exaggerated descriptions like "three steaming, nine drying and eighteen embroidery".

However, the mechanical recitation in the live broadcast room became the focus of controversy.

But if you think about it carefully, isn’t modern Internet abstract art just about constantly simplifying, reconstructing, and reusing an element? It’s like a combination of abstraction and pop art.

From this point of view, the aunts are not live-streaming hosts but artists. They are the Chinese Internet’s own cyber “Andy Warhol”.

03 The effect is like a shaman dance, a mystery that Party A cannot figure out

Why do we have to go to so much trouble, spend money and energy to do abstract live broadcasts?

The essence of live streaming is to acquire customers, and to acquire customers you must first have traffic. Therefore, popular Internet abstract art becomes the choice to make the live streaming room more eye-catching.

Are you laughing at them for jumping up and down like clowns in front of the camera? They are just accumulating raw resources.

For example, Zhiwei noticed that Lu Yao’s live broadcast room has recently started shipping bags from Coach’s official flagship store on Douyin, and the prices are close to those from official channels.

As long as you have traffic, you are a hero regardless of where you come from.

However, it is also because of this that there are more and more weird people seeking attention in the live broadcast rooms, and the actual effect of live streaming with goods is becoming more and more like a mystery.

Irene is the BD of a certain brand. She told Zhiwei that during the 618 shopping event this year, their brand spent more than 300,000 yuan on slot fees and commissions, but ended up selling only 400,000 yuan, which was a huge loss.

She explained that the cooperation models are roughly divided into pure commission, slot + commission, and slot fee. Pure commission means setting the commission in the background, and the ratio is about 20%-40%. "Mostly small and medium-sized talents, the top ones are Oriental Selection, Yuhui Xingxing, and some matrix accounts of Jiaogepengyou, such as Jiaogepengyou Life Home and Jiaogepengyou Exquisite Life." The commission level depends on the category. Beauty, personal care and home cleaning pay high, while digital 3C pays low. "It is normal for beauty brands to pay 30% or 40%, and white-label brands can pay 50%. The commission for digital home appliances and 3C is generally 20%-30%."

Therefore, the high commission for white-label products may be the reason why the above abstract anchors work so hard.

Irene said that being on the air does not guarantee ROI. "For low-value products, samples are basically not returned. If you spread a lot of influencers, many influencers will not be able to sell the goods after receiving them. You can't do anything about it if you just post a video to attract customers. For home appliances worth thousands of yuan, whether to return samples is generally determined by the influencer's ability to bring goods. You can agree with the influencer on how much you will sell before returning the samples."

The commission is not positively correlated with the revenue. "For example, Douyin's Tu Lei could sell tens of millions of products a month before, and his offer was 100,000+20% commission. Chen He made 1 million for a special show, and Mr. Dong made 50,000+ for a mixed show. A 2-3 hour special show costs hundreds of thousands. But even if the ROI is only a few percent, the loss is borne by the brand itself."

In other words, basically as long as the anchor builds up his reputation and the backend data looks good, he or she will be eligible to negotiate prices with Party A. In the end, the anchor does not need to be responsible for the ROI of the broadcast, so he or she can break even.

"The price of the slot is determined by the influencer based on the recent sales data. If the sales data increases, the corresponding slot will also be adjusted upward." Irene said that some influencers will guarantee ROI in the contract, "but most do not. If the sales data is not good, the influencer can only make up one or two shows at most."

Stronger performance is more about creating an atmosphere of "my live broadcast room sells very well". In addition, the platform has recently emphasized its favor for content power, and live broadcast sales are more motivated to spend more energy and money on the content of the live broadcast itself.

As for who is buying, in fact, no matter how developed any industry is, there is always a part that is sinking. After receiving the bag from Lu Yao’s live broadcast room, a consumer commented: “The texture is OK, what else do you want for a bag worth dozens of dollars?”

Although there are doubts about Lu Yao's slow delivery and her production capacity not being as mature as she said in the live broadcast room, the indisputable fact is that there are really people paying for these abstract live broadcasts.

As long as someone pays for it, it is a good thing. Long live abstraction.

Written by: Zhou Zhou Editor: Da Bing