Instead of relying on low prices, Xiaohongshu's alternative "head anchor" rises

Li Dan rose to fame through livestreaming on Xiaohongshu. He attracted many fans with his unique relaxed style, not low prices. His livestreaming provided new ideas for other anchors and demonstrated another possibility for livestreaming.

Without any backdrop, lighting or makeup, Li Dan just live streamed on Xiaohongshu in such a lively manner.

The latest data shows that Li Dan currently has 1.299 million fans on Xiaohongshu, and "Li Dan's Store" frequently ranks first on the buyer list. As long as he starts live streaming, he can almost always quickly rush to the top of the list. Many netizens said: "I escaped Li Jiaqi and Dong Yuhui, but I couldn't escape Li Dan."

What is the format of Li Dan's live broadcast? Who are the main consumers of this type of content? What is the specific sales situation?

1. Livestreaming anchor or emotional anchor

Ever since he became famous as a joke teller on Weibo, Li Dan has been roaming the Chinese Internet.

The last time Li Dan appeared in the public eye was on a short video platform, where he collaborated with makeup artist Rabbit from Xishuangbanna and directly changed his head to get rid of the title of shrimp boyfriend.

Image source: TikTok

This year, Li Dan officially started live streaming on Xiaohongshu and opened "Li Dan's Store". The anchor Li Dan uses netizens' submissions as live streaming content, which include but are not limited to topics such as emotions, work, and life. Li Dan is also regarded as the Internet's emotional judge and the new generation of Internet male bestie by contemporary netizens because of his "radio live broadcast".

Opening the live broadcast room, Li Dan does not look like a live broadcaster selling goods, but rather like a friend who eats melon seeds and chats with you. As a joke teller, Li Dan shows his personal characteristics in the live broadcast room. Not only are the stories he submits absurd, but his words and deeds are also very nonsensical.

During the live broadcast, Li Dan frequently made golden sentences: "The difficulty of integrating knowledge and action is that sometimes knowledge and action have to be done in the opposite way, and sometimes they have to be done simultaneously." "Don't think that you can live a good life only after you figure it out. Many times, many things cannot be figured out." "For life, you have to learn to solve problems on the spot"...

Based on years of content accumulation and experience, Li Dan's live broadcast has attracted the attention of many netizens. As Li Dan's influence in Xiaohongshu's live broadcast room grows, searching for "Li Dan's live broadcast" will lead to the spread of related live broadcast segments on Xiaohongshu, especially emotional consultation segments, such as married people falling in love with unmarried colleagues, husbands falling in love with interns, and I have two boyfriends... The submitted stories immediately bring people back to the late-night emotional radio station.

During the live broadcast, he always uses a unique perspective and witty language to entertain the audience with complex emotional issues, so that the audience can get some inspiration in laughter. Different from the traditional emotional counseling model, most of the time he does not make value judgments, but looks for the funny points in each story, and sells a few boxes of beef jerky while making jokes and being witty.

In fact, Li Dan's Xiaohongshu shows that his current MCN is Yizhihua, and Yizhihua MCN's influencers also include Yang Tianzhen, Dong Jie, etc. A few days ago, Yang Tianzhen shared in public that Li Dan's live broadcast room is the simplest one, which is completed in a low-cost operation method. The links are all in the background, and he can start the live broadcast at any time, including in bed.

2. Bring a sense of relaxation to the live broadcast room

Emotional contribution chat content - this form can be traced back to the midnight emotional radio station. After the rise of content platforms, many experts also use it as a way of content creation.

The format of @妍妍酱's One Day video on Bilibili is similar, mainly based on emotional content contributed by fans, and the length of a single video is around 1 hour.

Unlike other emotional chat bloggers, the biggest feature of Li Dan's live broadcast is that it is casual. He can start the live broadcast anytime and anywhere. Many live broadcasts have no advance notice and the length of the live broadcast is arbitrary. The live broadcast location is mostly in his own home.

In fact, as early as the Double Eleven period in 2022, he had officially settled in Taobao Live, and on the evening of December 10 of the same year, he partnered with Wang Tuo, the anchor of Make Friends, to conduct his first live broadcast in the Taobao live broadcast room. That night, a total of 292 products were put on the live broadcast room, attracting more than 11 million viewers. According to Taobao data, Li Dan's live broadcast debut had a total sales of over 32 million yuan, and successfully added more than 580,000 fans.

Although the data is outstanding, the way of selling goods in mainstream live broadcast rooms is difficult to integrate with Li Dan's style. This is also an important reason why many knowledge bloggers and celebrities find it difficult to do live broadcasting well.

Different from the previous live broadcasts, Li Dan has been much more free in his live broadcasts on Xiaohongshu this year. Yang Tianzhen once revealed that because he didn't want to expose the layout of his home, Li Dan would not even turn on the lights during the live broadcast.

In terms of content, Li Dan will also implement relaxation to the end.

The contributor said: "It's not a big deal. I just got married and found that I don't love my husband anymore." Li Dan widened his eyes and sighed that this is not a big deal. He really redefined a big deal and ended with his usual advice to break up.

The contributor asked Li Dan: I am married and I like my unmarried colleague. He said he doesn't like me and is very nervous about physical contact. What should I do? Li Dan replied: Don't touch him. Buy a can of Niu Cui Cui (beef jerky) and cover your hand every time you see your colleague.

With years of experience in advertising, he can easily find advertisements wherever he wants. He chats about contributions, promotes snacks, makes jokes, laughs and scolds, and that's how Li Dan's live broadcast business started.

3. Don’t go for low prices, go for features

Clicking into Li Dan's Xiaohongshu homepage, it is not difficult to find that the main products he promotes are mostly concentrated in the field of food and beverages, among which books and various alcoholic beverages have become his fixed main products. Among these products, beef jerky, potato chips and various brands of alcoholic beverages always frequently appear on his shopping list.

It is observed that the average price of these products is relatively high. For example, a 100-gram package of beef jerky costs about 69 yuan. Compared with other live streaming platforms that use "low prices" as a selling point, Li Dan's live streaming room seems to be deliberately choosing a different path. He seems to be more inclined to promote products with higher quality and relatively higher prices in order to attract consumers who have higher quality requirements.

Image source: Xiaohongshu

With his unique way of bringing goods, Li Dan has accumulated a large number of loyal fans on Xiaohongshu, forming a high user stickiness. This may provide a new idea for other anchors: while pursuing sales performance, pay more attention to the emotional connection with fans, so as to establish a warm brand image.

While promoting products, Li Dan also pays great attention to interacting with fans. He often reads out fans' comments on submissions during live broadcasts. This interactive method not only enhances fans' sense of participation, but also makes fans more willing to pay for the products he recommends.

In addition, the success of Li Dan's live broadcast room also lies in his ability to use the characteristics of the Xiaohongshu platform to cleverly attract a certain audience. This group of people may not have been covered by previous live broadcasters, but their needs happen to fit the style of Li Dan's live broadcast room.

In general, Li Dan's live broadcast room is the result of a perfect combination of his personal style, product selection, interactive methods and platform characteristics. He not only provides fans with a new shopping experience, but also provides other anchors with a new way to bring goods. Perhaps there is more than one way to bring goods through live broadcasts.

However, the uniqueness of Li Dan's live broadcast cannot be ignored. Years of fan accumulation, talk show experience, and celebrity status are all important driving forces for Li Dan's live broadcast, which has obtained a large amount of initial traffic for his live broadcast.