The anchor with 2 million fans made tens of millions of GMV in his first live broadcast? The trust of "iron fans" made Kuaishou a dark horse in the rural areas track

With only one million fans, they were able to get tens of millions in payments, all because of the fans’ trust. Let’s read this article to find out what happened.

Wang Beisi, who has 2 million fans, achieved nearly 10 million payment GMV in his first live broadcast on Kuaishou. This seemed like an impossible task, but Wang Beisi accomplished it.

At a time when the value of individual fans is declining and it is becoming more difficult for influencers to monetize, Wang Beisi's monetization results are like a depth bomb, causing a stir in the anchor circle.

According to a third-party data platform, Wang Beisi was listed on the Kuaishou live streaming list as soon as he made his debut, and ranked second on the list on May 8. His sales performance was second only to the e-commerce anchor Mao Qiqi, who has more than 30 million fans. A similar top anchor, Dongbei Yujie, has more than 20 million fans on Douyin. During the Spring Festival, the five live streaming sales shows had an average GMV of 5 to 7 million. Large shows like Wang Beisi only sold more than 10 million. Moreover, unlike some influencers who have fans who show negative emotions after selling goods, Wang Beisi's fans are all one-sidedly supportive and positive.

After the live broadcast, Wang Beisi was filled with emotion when he saw these numbers that completely exceeded his expectations: "I didn't expect that my fans would trust me, believe in me, and support me so much. My two years of hard work have not been in vain."

Is Wang Beisi's "success" accidental? How did she achieve a GMV of tens of millions in a single game with only 1/10 of Yu Jie's fans?

1. Impress your fans with authenticity and build trust

A neat hairstyle and a standard Northeastern dialect are Wang Beisi's "standard features" in front of the camera. In her videos, she holds a big elbow in each hand, carries a sheep on one shoulder, "slaughters geese" with bare hands, and washes the cow's hair. These are all "routine operations". Not only is she good at all kinds of farm work, she can also cook delicious Northeastern dishes.

Therefore, many fans initially thought that Wang Beisi was a native of Northeast China, but in fact, Wang Beisi is a native of Sichuan. Two years ago, Wang Beisi began to record her daily life in a rural area of ​​Northeast China on Kuaishou. Her contrasting personality, crisp rhythm, and fast-paced food life attracted many Kuaishou fans. Wang Beisi has accumulated more than 2 million fans.

Source: Kuaishou

Fans not only like the content of Wang Beisi's videos, but are also moved by her authenticity and filial piety. She once expressed her true feelings in the video, thanking her parents-in-law for never finding faults with her and loving her like their own daughter. Tens of thousands of friends left messages saying, "Beisi's heartfelt words brought tears to my eyes," and "Know how to be grateful, and a child with love will not be bad."

Such real and warm family stories touched the fans, and they were willing to chat with Wang Beisi about life. Some fans came to share their experience in her hometown because Beisi went to Nanchong, Sichuan; some fans who were also married far away came to talk to Beisi about homesickness.

Bei Si also responded to fans' trust with sincerity. Although she was already very tired from shooting every day, she insisted on replying to the maximum number of comments. If she didn't have time, she would ask her cousin to reply for her and always pay attention to fans' dynamics. Trust is never achieved overnight. The feelings of the old friends gradually warmed up in this back and forth, and they became a family in the parallel world of the Internet.

Family members all hope that each other will become better. When Bei Si said he was going to sell goods, his family members could only support him because they believed that Bei Si would not cheat them. This heartfelt support was transformed into orders without hesitation, which unleashed a commercial energy that cannot be underestimated.

On May 8, Wang Beisi started her first live broadcast. On the day of the live broadcast, Beisi's family members flocked in. Not only did they enthusiastically cheer for Beisi in the barrage, but they also sold out the shelves in seconds with real money. In the end, this live broadcast attracted more than 5.53 million fans to watch online and accumulated more than 290,000 orders. The best-selling single product was a beef sauce developed by Beisi herself, with 24,000 orders and a GMV of 1.6 million.

Source: Kuaishou

The reason why this beef sauce has become a "hot item" is that Wang Beisi has "planted grass" for fans many times in many previous short videos. Some netizens left messages saying that it looked too appetizing, so Beisi generously pampered his fans and arranged to give it to everyone for free. Fans who have eaten the beef sauce all came to the comment area to give feedback that it was "delicious".

Some fans who didn't "win" even shouted to Wang Beisi in the comment section, asking her to quickly post the link. This hit product was born at the strong request of fans. Beisi used good content to arouse fans' interest, and then used free trials to gain a wave of seed users. Seed users influenced more users, and many users participated in the product development process together. Isn't this Xiaomi's "sense of participation"? Before marrying to Northeast China, Beisi also worked in an Internet company. This is probably the result of Internet thinking plus dedication and sincerity.

Source: Kuaishou

In order to give back to fans better, Wang Beisi prepared more than 100,000 1 yuan and 3 yuan flash sale benefits, and also paid out of his own pocket to prepare washing machines and other home appliances for fans to use in the lottery. The main purpose is to pamper fans. This "real" fan benefit not only made Wang Beisi win the love of fans again, but also further deepened their trust and support for Wang Beisi. This high-stickiness and strong trust community relationship makes Kuaishou look a bit different in general business logic. When users have no emotional connection, price sensitivity often affects their decision-making more, but once they have this strong trust, they will actively call on you to sell goods and will be more tolerant of your exploration of monetization. Some agricultural input users even suggested that "your price is too low, we dare not buy it, as long as it is a really good product, we can accept it if it is set higher."

With trust as a prerequisite, the consumption power of Kuaishou’s old irons is not low. Kuaishou’s 23rd financial report shows that the total transaction volume (GMV) of e-commerce reached RMB 224.8 billion, an increase of 28.4% from RMB 175.1 billion in the same period last year. The high repurchase rate based on trust relationships has always been one of the characteristics of Kuaishou’s e-commerce.

Source: Kuaishou

2. Kuaishou’s monetization formula for agriculture, rural areas and farmers: good content x good community = private domain trust = good commercial value

The consensus in the content industry is that it is easy to gain followers but difficult to monetize. However, according to Kuaishou data, by the end of last year, the proportion of rural creators who had 1,000 followers in just one month and had an average income of more than 1,500 yuan had increased to 80%.

Like Wang Beisi, there are many creators on Kuaishou who have grown their businesses by exchanging sincerity for sincerity.

Recording the daily life of catching seafood at the sea and the warm family life, Chuqi, who once said, "What my friends buy is not just seafood, but also trust", set a record of 19 million GMV for fresh food in a single event.

Liu Jianing, a forest girl who resigned from a state-owned enterprise and returned to her hometown to record her daily mountain running and mountain delicacies, reassured her fans by showing the real production, picking and processing of agricultural products, and sold nearly 330,000 kilograms of agricultural products.

Dong Yun, an expert in egg-laying chicken farming, spends more than ten hours a day replying to fans' private messages and pays out of his own pocket to take a plane to see a doctor when farmers who bought his company's products encounter breeding problems. In the first year of the company's establishment, it opened up the online and offline links through Kuaishou and achieved an annual turnover of 100 million.

Source: Kuaishou

Good content is the basis for attracting fans, and continuous interactive social interaction and trust relationships are the key to enhancing the value of private domains. The number of fans does not mean everything, and the number of loyal fans in private domains is directly proportional to the conversion rate.

Data shows that by the end of 2023, the cumulative mutual-following users on Kuaishou reached 33 billion pairs. More and more rural users have regarded Kuaishou as their own social platform, where they share experiences, exchange ideas, and make friends with each other. In 2023, the orders for agricultural products sent to all parts of the country via Kuaishou exceeded 1.36 billion, a year-on-year increase of 56% compared with 2022. In the fourth quarter of 2023, the number of creators with 10,000 fans in the vertical category of agriculture, rural areas and farmers who earned income through e-commerce and marketing services increased by more than 30% year-on-year.

Kuaishou community has also grown various business opportunities because of trust. Some people go on blind dates on Kuaishou, some find jobs on Kuaishou, some consult lawyers on Kuaishou, and some even buy houses on Kuaishou. Platforms with concentrated traffic may be more likely to give birth to top players, but Kuaishou, which has always paid attention to ordinary people and advocated inclusive values, often gives you some surprises like "Wang Beisi".

Author: Claure

Source: WeChat public account "TopKlout (ID: TopKlout)"