A Sichuan daughter-in-law’s first live streaming sales show in Northeast China generated a GMV of nearly 10 million. Has the “No. 1 live streaming saleswoman” for agriculture, rural areas and farmers on Kuaishou emerged?

Recently, a video of a Sichuanese woman living in a rural area in Northeast China went viral. Soon, she made nearly 10 million yuan in sales on her first show. How did she do it? Read this article to find out.

Has the “No. 1 saleswoman” in Kuaishou’s rural sales track appeared?

On May 8, Kuaishou’s agriculture, rural areas and farmers expert “Wang Beisi in the Northeast” started live streaming to sell goods, and the GMV of his first show reached nearly 10 million yuan.

As a Sichuanese daughter-in-law living in Northeast China, Wang Beisi combines the delicacy of Sichuan and Chongqing girls with the cheerfulness of Northeastern people. During the live broadcast, she spoke with a Northeastern accent, bargained with the brand owners neatly, and introduced Northeastern specialties such as black fungus and soybeans.

After finishing her 13-hour live debut, Wang Beisi told the editorial department of Xinbang that this live broadcast far exceeded her expectations. "I didn't expect that my fans would trust and support me so much. I have been shooting videos in the countryside and in the fields in the past two years. I feel that my hard work has not been in vain."

Before live streaming, Wang Beisi had been a short video expert for two years.
She has gained the love of over 2 million friends with her rural food and lifestyle content, and many netizens have been attracted to the specialty agricultural products from Sichuan and Northeast China.

For example, Wang Beisi often makes handmade beef sauce in videos and gives it to fans. Some netizens fell in love with this beef sauce because of her and placed orders crazily during this live broadcast. Wang Beisi revealed,
On the first day of the premiere, sales of beef sauce alone exceeded 1.6 million yuan.

According to a third-party data platform, Wang Beisi's first live broadcast was listed on Kuaishou's list of live streaming influencers, and she ranked second on the list of live streaming influencers on May 8. Her GMV of nearly 10 million yuan was second only to the e-commerce anchor Mao Qiqi, who has more than 30 million fans. How did she transform from a million-fan influencer to a live streaming influencer? Her first live streaming GMV was nearly 10 million yuan. What did she do right? The editorial department of Xinbang talked with Wang Beisi about her transformation from an urban white-collar worker to a full-time mother, and then to a top agricultural influencer.

1. From sauerkraut noodles to braised pork elbows, millions of netizens watched the life of a Sichuan daughter-in-law in Northeast China

"Oh my god, what are you doing?"

"Bei Si is going to prepare these old pigs today to make a complete collection of stewed food."

"You two are so rude (Sichuan accent) about this elbow (Northeastern accent)."

The boldness of the Northeast and the simplicity of Sichuan and Chongqing, these two completely different temperaments are organically combined in Wang Beisi.

In the video, she presented an image of someone who could chop wood, farm and had excellent cooking skills. Who would have thought that she was once an urban beauty sitting in an office.

Wang Beisi is a Sichuanese who married and moved to Northeast China. Before entering the short video industry, she worked in a large Internet company in Beijing and also worked as a full-time housewife.

When she was taking care of her kids in Northeast China, she often watched short videos on Kuaishou.
Seeing many rural experts in Northeast China who not only record their own lives but also help open up sales channels for local agricultural products, I came up with the idea of ​​making videos.

In 2022, Wang Beisi started to try shooting short videos with her parents-in-law. At the beginning, she chose the emotional direction. After trying four or five videos and still seeing no improvement, she decisively changed direction and reopened an account, starting to try rural content.

The first video of "Wang Beisi in Northeast China" was about how she, as a daughter-in-law, tried to mediate a quarrel between her father-in-law and mother-in-law. She used her own soy milk to pretend that it was made by her father-in-law to coax her mother-in-law and father-in-law to reconcile, thus resolving a "family crisis".

Wang Beisi revealed that the first video had about 2 million views, and this video with over 200,000 likes made the account gain thousands of followers in an instant. "The plot interpretation was quite popular at the time, and I also filmed some of it, but it was not like real life, and fans might just watch it for fun. After doing it for a while, I started to record rural life."

Wang Beisi created a series of content showing rural life with the differences between the north and the south as the core. For example, when the Northeastern parents-in-law came to Sichuan, they did not know how to use the southern stove to make a fire; and recorded the first time the father-in-law ate Sichuan specialty Zheergen.

It took her about a year to build her account from 0 to 1 by providing content about rural life, attracting the attention of millions of Kuaishou users. However, the account traffic also reached a bottleneck at this time.
In August 2023, Wang Beisi decided to focus on the field of food, which he is good at, and make food the focus of content.

"Before, I only briefly mentioned food in my videos. Last August, I tried to shoot food in detail. Since then, the traffic has gradually increased.
In one month, the number of followers increased by more than 200,000.”

Wang Beisi said that the shooting cycle of a video is two or three days. The video is basically shot by her younger brother, and the content editing takes about a day. When the traffic was not rising, all the post-production was done by her alone. Now she has hired an editor to do the rough editing, and the fine editing is still done by herself.

In terms of editing style, she uses fast-paced editing to present the vibrant rural life, picking and washing vegetables, chopping with a knife, and heating oil in a pot. The scenes switch quickly.

In terms of content selection, from Sichuan臊子面 to Northeastern pickled sauerkraut, and braised food made with pig head, she uses the cooking skills inherited from Sichuan and Chongqing, and always impresses her family with her skills. Netizens can almost smell the aroma of the food through the screen.

In terms of video style, "Wang Beisi in Northeast China" presents the collision and integration of Sichuan, Chongqing and Northeast China culture. She often speaks with a Northeast China accent, and occasionally blurts out a sentence in Sichuan dialect. She greets her family and friends while working neatly. Many netizens are attracted by her warm, generous, diligent and simple temperament.

Eating hotpot with the whole family in the ice house, stewing fish skewers while ice fishing, making Sichuan spicy duck in the snow, and carefully explaining the method of making beef sauce, netizens not only saw the fireworks of life in rural Northeast China, but also became interested in the special foods that appeared in the video.

2. The GMV of the first live broadcast of the product sales reached nearly 10 million yuan. What did Wang Beisi Sannong do right in the product sales?

As early as two years ago, Wang Beisi began to use short videos to open up sales channels for local agricultural products such as black fungus in Heilongjiang. At that time, she came up with the idea of ​​live streaming to sell goods.

The black soil in Northeast China is highly fertile and suitable for farming. Yichun is an important forest ecological tourism area in Heilongjiang. The Yichun fungus grown in an environment with large temperature difference between morning and evening, high altitude and rich oxygen has the characteristics of medium shape but thick and palatable flesh, and its quality is better than some ordinary varieties of fungus.

"Yichun is such a beautiful place, and the wood ear mushrooms grown here are particularly good. But when the farmers cannot sell their good products, I feel sorry for them." Wang Beisi said that wood ear mushrooms are the result of a year's hard work and the hope of life for local mushroom farmers. 300,000 mushroom bags can only produce 20,000 kilograms of wood ear mushrooms at a time.

By recording the stories of local wood ear mushrooms, Wang Beisi once helped mushroom farmers sell 100,000 kilograms of wood ear mushrooms in one year. Live streaming is undoubtedly a more efficient sales method that directly faces consumers.

Therefore, on May 8 this year, Wang Beisi launched her first live broadcast on the important node of the tenth anniversary of her acquaintance with her husband. She and the Kuaishou platform prepared for this live broadcast for more than a month, from negotiating hundreds of pallets of goods to planning the live broadcast content. Accompanied by her family in turns, she completed her first live broadcast for 13 hours.

At first, Wang Beisi was a little nervous, worried that fans would not support him in promoting the product. "Later, we released a pre-launch video, and fans generally expressed their support. On the day of the live broadcast, there were more than 80,000 people online. We also managed to get preferential prices for the products for our fans, which attracted many old friends to place orders."

Through two years of short video content, Wang Beisi has reached nearly two million fans. Fans watch her work, cook, and respect her parents-in-law. She and her fans have not only accumulated trust, but also formed a unique emotional connection.

Wang Beisi said, I reply to the comments to the limit almost every day, and often chat with them in the fan group. Many fans care about me like friends and family. For example, when I had a bad waist before, some fans asked about my condition every day; some fans thought that the clothes my father wore were too torn, and they insisted on sending clothes to my house.

This trust and emotion accumulated over the years was transformed into support from fans placing orders during the live broadcast.
On the day of the live broadcast, the products that frequently appeared in the "Wang Beisi in Northeast China" videos were almost sold out, and her Kuaishou fans demonstrated their impressive purchasing power.

For example, the sales volume of Yichun fungus exceeded 10,000 orders, with sales reaching 600,000 yuan; the beef sauce that Wang Beisi has made many times has become the product with the highest sales, with a GMV of 1.6 million yuan.

Wang Beisi revealed that many fans who watched the video commented that they liked the beef sauce she made and that it made them hungry just by looking at it. She also gave it to fans as gifts, and many people reported that it tasted good.

In order to meet fans' strong demand for beef sauce in her live broadcast debut, she personally developed a "Wang Beisi Beef Sauce".

"I personally found the factory, inspected the factory's conditions, equipment and sanitary environment, used my own formula and requirements, and made more than 20 samples. Finally, I got a product that tasted the same as mine," said Wang Beisi.

In addition to specialty agricultural products, Wang Beisi put snacks and beverages, home appliances, household cleaning products, and clothing on the shelves during the live broadcast, focusing on the fan portrait of middle-aged women. He also invited many brands to the live broadcast room to bargain and give out benefits.

Wang Beisi believes that the premiere effect exceeded expectations, which was inseparable from the official support of Kuaishou. On the day of the live broadcast, the Kuaishou team also came to her live broadcast site and provided resources and traffic support. According to Kuaishou's official data, the live broadcast had a cumulative number of viewers exceeding 5.53 million, a total order volume of over 290,000, and sales of nearly 10 million yuan.

At the same time, this first live streaming show not only achieved sales conversion, but also brought a small peak in the number of followers to his account.
According to Xinbang's data tool Xinkuai, the number of fans of "Wang Beisi in the Northeast" on Kuaishou increased by 260,000 in the past week. As of press time, the number of fans of his account exceeded 2.17 million.

3. Why is the double explosion of traffic and commercialization of Sannongda.com happening on Kuaishou?

Wang Beisi, who officially became a rural creator in 2022, entered the market not too early, but he was still able to overtake others and leverage sales of tens of millions with his 2 million fans.

For the new three rural creators, Wang Beisi suggested finding the right track and establishing their personalities. "When shooting short videos, don't just aim for traffic to attract attention. You must focus on real personalities. Only in this way will the traffic you attract have commercial value."

As a new live-streaming host who has just transformed from a creator, Wang Beisi believes that he still has a lot to learn.

"The advantage of short video experts as anchors is that they are better at preheating and attracting fans. The shortcoming is that they have no experience in controlling live broadcast traffic. For example, how to receive live broadcast traffic when it comes, and how to increase traffic when it declines. This point needs to be improved."

On Kuaishou, there are many rural experts like Wang Beisi who are brave enough to try various monetization methods and achieve double growth in traffic and commercialization.
"Huawei Teacher Li Talks about Pigs", which focuses on explaining pig farming knowledge, has achieved sales of over 5 million yuan in a single live broadcast of agricultural supplies; "Mr. Niu Talks about Agricultural Machinery", a practitioner in the agricultural machinery industry for more than 20 years, once sold more than 5 million yuan worth of agricultural machinery and accessories in a single live broadcast.

Fundamentally, Kuaishou's huge number of rural users and diverse creators have jointly built a vibrant new farmer community.
The "2023 Kuaishou Sannong Ecological Data Report" (hereinafter referred to as the Report) shows that as of 2023, Kuaishou has 330 million users interested in agriculture, rural areas and farmers, the annual release volume of Kuaishou Sannong videos reaches 270 million, the annual cumulative number of viewers of Kuaishou Sannong live broadcasts reaches 116.5 billion, and the annual increase in fans of 100,000 Kuaishou Sannong creators with 10,000 fans reaches 1.9 billion.

In Kuaishou's rural community, more and more creators like Wang Beisi have established emotional resonance and deep connections with their friends by sharing their real rural life. Through the accumulated positive interactions, both sides have deepened the foundation of trust.

Interesting and useful content becomes a bridge connecting creators and users, which promotes a virtuous cycle of the community ecology and creates fertile commercial soil for high-quality content.
Kuaishou announced at the "2023 First Kuaishou Sannong Ecological Conference" that it will build a full-link service system for Sannong creators from entry, growth to income.

Looking back now, those "pie in the sky" that were drawn have been realized one by one, and the rural experts have achieved income growth through various means such as short videos and live broadcasts.
Data from the report shows that the average annual income of Sannong creators with tens of thousands of fans reached 30,000 yuan; the annual growth rate of short video orders of Kuaishou Sannong e-commerce experts reached 275%, and the annual growth rate of GMV of short videos of Sannong e-commerce experts reached 301%; from 2021 to 2023, Kuaishou's agricultural supplies GMV increased by 300%.

In 2024, Kuaishou will continue to provide tens of millions of cash incentives and tens of billions of e-commerce traffic pool support, so that more creators like Wang Beisi who dare to think and act will have the opportunity to break through the circle. Among these rural talents, perhaps the next top anchor with goods is rising.

Wang Beisi believes that there are still many opportunities in Kuaishou's "Three Rural Issues" track, from rural life to explaining agricultural technical knowledge, and it is never too late to start. "In the future, I will still focus on content. I plan to do a large live broadcast every month, concentrate on sprinting GMV, and take into account both content and live broadcast."

Author: Bamboo

Source: WeChat public account "Xinbang"

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