With a return rate of 100%, the “return king” is born!

Today's operation planners are trying their best to get out of the circle. Recently, Douyin blogger "The Lamb Who Loves Financial Management" has successfully become popular because of his 100% return rate. In this case, some merchants are still willing to ask him to promote their products. What is the specific situation? Let's take a look.

There are endless new things in the marketing circle. One moment, Bawang Tea Princess became a hot search with its three-grade tube. The next moment, Huawei's high-energy short film attracted the attention of young people. Some people found that young people only go to B1B2 when shopping in the mall. Some people like electronic pickles...

It can be said that the contemporary marketing circle is a place where new miracles are created.

Recently, "The Lamb Who Loves Financial Management" on the Douyin platform has become the financial blogger who stands out in the history of live streaming e-commerce with a 100% return rate because of keywords such as lightning returns, a return rate of nearly 100%, and paying fines overnight. He is the only one who has ever been so successful, and his title of "the No. 1 Return Brother" has become famous in the live streaming e-commerce circle.

What is going on?

1. Sharing losses, the "lamb who loves financial management" became popular

"The Lamb Who Loves Financial Management" was originally a financial blogger who called himself Yangdi. He often shared the "profits and losses" of stock trading on his account with extremely exaggerated expressions, and his "losses of tens of thousands in a single day" became a source of happiness for his audience and he became well-known to the public.

Therefore, Yangdi quickly accumulated a large number of fans by sharing his losses in the stock market. Currently, his Douyin account has more than 700,000 fans.

As the losses intensified, "The Lamb Who Loves Financial Management" also set his sights on the dividends of the live streaming sales track and wanted to get a piece of the live streaming sales market, thus starting his journey of selling goods through e-commerce.

After Yang Di sold the goods, his fans did not follow common sense. They bought and returned, returned and bought again, and never tired of doing this, which led to the phenomenon of almost 100% return rate. However, each live broadcast of "Little Sheep Who Loves Finance" has more than 1,000 people online, but it has leveraged sales of 50 million to 150 million, and it always ranks among the top few in the overall sales list, and the return rate has never disappointed people.

The person with the highest sales rate and the highest return rate is actually the same person. With such a high return rate, why do brands still choose him to promote their products?

2. With a return rate of 100%, why is the “No. 1 in Returns” still so popular?

Looking through the phenomenon to the essence, the return rate of the "No. 1 Return Manager" is almost 100%, but there are still brands looking for him. In fact, we need to look at it from two levels: user and brand.

From the user's perspective: On the surface, the reason why "The Lamb Who Loves Financial Management" became popular is that "young people build their happiness on their pain." In fact, it is the blogger's sales model, funny content, and the content that interests the public during the live broadcast of sales that have made "The King of Returns" "The Lamb Who Loves Financial Management" a unique landscape on Douyin.

1. “Stock” style product promotion

In terms of sales model, Yangdi adopts the "stock" style of selling products, which makes all the professional marketing terms in other live broadcast rooms ineffective. It is humorous, interesting and unique.

In Yangdi’s live broadcast room, the start of the live broadcast is called opening, the end of the live broadcast is called closing, small-amount purchases are called retail entry, large-amount purchases are called institutional entry, user refunds are called empty, completion of sales is called closing, and buying a product and forgetting to return it is called being trapped.

In addition to the unique sales model, fans of Yangdi's live broadcast room are particularly sensitive to the color green. After seeing Yangdi wearing a green T-shirt, they all expressed their dislike, and continued to carry out the "stock" style of selling goods.

2. Funny content

In addition to the product sales model, we follow the "stock" style of product sales and maintain a high level of content output.

When fans questioned the authenticity of the screenshots of "Xiaoyang"'s financial accounts, he directly made a screen recording. He did not think it was a secret at all. His humorous commentary also made fans think that "Xiaoyang" was an open-minded person.

When faced with unpleasant things, his exaggerated expressions and interesting ways of expression make people laugh. Reading the content of "The Lamb Who Loves Finance" gives people a sense of discovering new things "anytime, anywhere", which also makes his Douyin account successfully popular.

3. Make your return rate no secret

At the same time, "The Lamb Who Loves Financial Management" has turned the return rate of goods sold in the live broadcast room into his own characteristic. While other anchors avoid high return rates, Brother Yang shows his return rate in a joking way and interacts with fans, adding a new element to the interaction between fans and anchors: watch Brother Yang's return rate in each live broadcast, or help him create a new return record.

From a brand perspective: reverse live broadcast hosts are traffic, and can attract a large number of young consumers who love to play and have fun. When brands join such live broadcast rooms, they weaken sales, can get high exposure with very little commission, and have the opportunity to bring more possibilities to the brand, which is a cost-effective thing.

3. What enlightenment does “the number one return seller” give to brands?

Behind all popular phenomena, there is their own underlying logic. For brands, what are the things worth learning from the “No. 1 Return Manager”?

1. Emotional Value

Users with different spending power have different emotional values ​​in their demands.

For fans of "The Lamb Who Loves Financial Management", in an atmosphere where brands and bloggers sell goods live and make money by charging IQ tax, "The Lamb" allows users to experience the pleasure of making money by charging in reverse, and also lets bloggers know that "the market is risky and you need to be cautious when selling goods."

For example, in the case of Moutai returns, some fans even posted pictures of themselves buying Moutai and returning it, and this behavior shows the user's deep sense of pride and desire to show off. The consumer's behavior of buying and returning brings endless fun to the user, highlights the social attribute, and maximizes the emotional value.

For users, watching the "Little Lamb Who Loves Finance" live broadcast room is interesting, with a strong sense of participation and full of emotional value. It can be seen that emotional value has an increasingly greater influence on consumers in today's era. If brands want to please this generation of consumers, perhaps starting from this aspect is a good choice.

2. What kind of content attracts what kind of users

At the same time, content is king and still applies in the era of interest-based e-commerce. Brands need to create content that interests users in the group they are targeting, depending on the audience they are targeting.

For example, when the news that men's Double 11 spending power surpassed that of pets for the first time became a hot topic, Yangdi combined the hot topic with his own content, contributing a joke to fans, and content that matched the hot topic and account characteristics, which further attracted 2B youth.

Some people even felt that the story of "The Lamb" was not exciting enough and helped him create a more "amazing" story. In the hands of fans, the myth of wealth was no big deal at all.

It can be said that "the lamb knows how to play, and the fans know how to play even better." As a result, the characteristics of the content of the "lamb who loves financial management" account have become more and more obvious.

Using content to attract users, relying on content to drive consumer purchasing behavior, allowing content to play a social value, and turning content into a long-term brand strategy may be the direction that contemporary brand marketing needs to continue to explore.

3. User consumption characteristics are becoming more obvious

The popularity of "Xiaoyang" also makes us realize that in the era of interest-based e-commerce, users' preferences and likes have an increasingly obvious impact on shopping decisions, and the characteristics of circleization are becoming more and more prominent.

First, consumers’ shopping decisions are diversified. What triggers consumers’ purchases is no longer “demand” or “being demanded”. The influence of factors such as product quality, function and reputation on consumers’ shopping decisions is gradually decreasing.

Secondly, the characteristics of consumer circles are obvious. With the change of user needs, consumers have formed different circles due to different characteristics such as age, gender, region, occupation, life background, and education level. Different circles have different living habits, values ​​and consumption habits. For example, fans of "Xiaoyang" have strong financial resources, love to play and joke, and have a great interest in the professional terms of the stock market.

Therefore, brands need to analyze users from multiple angles and in multiple ways in order to enhance consumers' shopping experience, meet the needs of consumers in different circles, and achieve targeted marketing.

Author: Mr. Bingfa

WeChat public account: Marketing Strategy (ID: lanhaiyingxiao)