From coffee to beauty, Big Mouth Girl sold 30 million in 3 months

Originally regarded by the brand founder as the next "Li Jiaqi" in local life, how will the popular "Big Mouth Girl" develop after switching to beauty after a year? This article will explain to you the live broadcast of Big Mouth Girl and how to develop. Let's take a look!

It has been a year since the T97 Coffee Live Room became popular.

Last September, the T97 Coffee flagship store became the most popular live broadcast room at the time with its magical shouting style of gameplay. Among them, the most well-known was the "Big Mouth Girl" with big red lips. With her rhythmic rap, catchy words such as "Do you want a cup of coffee? Go, go, go, go, go" and "Do you want benefits? Go, go, go, go, go" gradually evolved into a buzzword that became popular on the Internet. The "Big Mouth Girl" herself also became a phenomenal anchor at the time, and was even regarded by the brand founder of T97 Coffee as the next "Li Jiaqi" of local life.

Now, a year has passed, the popularity of T97 Coffee's live broadcast room has faded, and the number of fans of its account is also decreasing. After completing her Taobao debut at the end of February this year, "Big Mouth Girl" began to focus on the beauty market. According to observations, "Big Mouth Girl"'s personal Douyin account @大嘴妹 (not selling junk version) currently has 977,000 fans. According to third-party data,

In the past 90 days, the account has conducted 67 live broadcasts with a total sales volume estimated at 25 million to 50 million.

When the initial glory returns to calm, where will T97 Coffee and Big Mouth Girl go?

1. Sudden Popularity

"Do you want to make coffee? Make it. Do you want to make welfare? Make it."

Although more than a year has passed, these two addictive raps can still bring us back to September last year, allowing us to feel the popularity of T97 Coffee and Big Mouth Girl as if we were there.

The biggest feature of T97 Coffee that made it so popular in a short period of time is that it sells products through rap. But in fact, on Douyin, it was not T97 who pioneered the use of rap to sell products, but "Nan Yi Qingci". Unfortunately, due to the small user pool of Qingci itself, the lack of a mature operation team, and the lack of a distinctive anchor, "Nan Yi Qingci" did not become popular.

Compared with "Nan Yi Qingci", the biggest advantage of T97 is the existence of Big Mouth Girl.

Big mouth is her unique label. Because of her big mouth, she often uses filters to make it smaller. Unexpectedly, she forgot to turn on the filter and exposed her mouth, which not only attracted a lot of interactions, but also significantly increased the number of viewers. Since then, Big Mouth Girl no longer covers up her mouth, but chooses to further enlarge it, developing her "big mouth" into her unique feature and memorable point.

@T97 Coffee Flagship Store Douyin Live Room ScreenshotAfter having a symbolic external memory point, Big Mouth Girl, who originally had no rap experience, began to write lyrics and practice rap with the team, constantly enhancing her expressiveness. Later, when Big Mouth Girl, who has a big mouth, dances and continuously outputs rhyming rap related to the product, appears in the information flow, users are easily attracted to enter and are brainwashed unconsciously. In addition to the extended stay time, the high popularity of the live room is also generated . Big Mouth Girl's popularity and T97's explosion seem to be natural.

According to relevant media reports, during the period when Big Mouth Girl was live streaming, T97 Coffee gained 1.47 million followers in two months, the highest number of viewers for a single game reached 10.82 million, and the highest number of people online at the same time was as high as 173,800.

As the popularity of the live broadcast room continued to rise, T97 Coffee took the opportunity to release a joint video "Coffee or Not, Brain Shake". The extremely brainwashing mode attracted many talents and celebrities to join in the joint video. After one day, the joint topic directly sprinted to the top of the Douyin challenge list. Subsequently, Douyin personally stepped in and launched the "Chong Chong Da Zui" special effect, and a new round of imitation shows was in full swing. On October 10, the number of views of "My Head is Full of Coffee or Not" exceeded 150 million, ranking second on the Douyin hot list. These popularity further promoted the popularity of Da Zui Mei.

As Dazui Mei gradually formed her own personal IP, her development path also radiated in multiple directions. In addition to T97 Coffee, she also appeared in the Douyin live broadcast rooms of KFC, Niuyue Burger, Gu Ming and other brands. With her own high popularity and Douyin's recommendation mechanism of face recognition, users who have watched Dazui Mei's live broadcast have the opportunity to be reached when she appears in other live broadcast rooms. Therefore, the number of people online at the same time in the live broadcast room where she appears can basically reach 100,000+.

On February 27 this year, Da Zui Mei launched her first Taobao live show. The live broadcast lasted nearly 4 hours and was watched by 1.22 million people. That night, a total of 43 product links were listed in the live broadcast room, mainly including food, beauty, daily necessities, alcoholic beverages and other categories, as well as high-priced products including mobile phones and gold. During the live broadcast, Da Zui Mei did not use the rap method to bring goods throughout the whole process. Except for interacting with rapper Tangoz for nearly half an hour and performing a rap performance for 40 minutes after introducing all the products, the whole process of bringing goods was not much different from the general live broadcast room.

2. Big Mouth Girl Targeting the Beauty Industry

Glory is always short-lived, especially when the form is more important than the content. No matter how brilliant it was, it will inevitably fall into decline. After the popularity gradually declined, Da Zui Mei, who has become a personal IP, also focused her career on promoting beauty products on her personal account.

"Height 153cm, weight 98kg, sensitive skin with oily skin on the outside and dry skin on the inside. No whitening, no filters, no skin smoothing, live streaming without makeup."

On the homepage of her personal account on Douyin, @大嘴妹 (不卖垃圾版) clearly marked her basic appearance and live broadcast characteristics. After watching the short videos she posted and the status of her live broadcast room, you can see another side of Big Mouth Sister besides the former queen of shouting.

If one had to use one word to sum up Big Mouth’s style of selling beauty products, Kas thinks it would be “unabashedly bold”.

Specifically, in every live broadcast, the big mouth girl will appear directly without whitening, filters, or skin smoothing, just like she introduced on her homepage. All kinds of flaws on her face are clearly visible under the close-up lens, which is full of realism. Since the categories she sells include a large number of foundation products, in order to intuitively show the effect of the products, she will wipe off the makeup on her face again and again, and then try the color of the air cushion products, and even use a spray bottle to pour water on her face to prove that the air cushion is waterproof.

During this process, the girl with sensitive skin will have her face flushed and her expression exaggerated because of repeated vigorous wiping. However, after applying the cushion on her face, the blemishes and redness on her face will be basically covered up, and the effect of the product will be displayed in a strong visual impact.

Compared with her initial fashionable and glamorous image in the T97 Coffee live broadcast room, Dazui Mei's bold way of selling beauty products is undoubtedly more impactful, and it has brought polarized reviews.

Some people think that she is very dedicated and hardworking. Not only can she demonstrate the effects of the products without caring about her image, she is also very careful when introducing the products. Therefore, she has indeed attracted many people to place orders out of sympathy or for the product's effectiveness.

But controversies also emerged one after another.

In the comments section of her videos and on Xiaohongshu, some people clearly expressed their discomfort with this slightly exaggerated and deliberate way of presentation. Some people questioned whether her so-called authenticity was just a means of attracting attention. She deliberately wiped her face hard when removing makeup in order to make her face redder, to bring a visual impact, to contrast the effect of the product, and to achieve the purpose of bringing in goods. In essence, it was just a show.

Another point criticized by netizens is the existence of her boyfriend, a "mouthy husband". Whether in the video or the live broadcast room, the boyfriend of the big mouth girl will frequently appear in front of the camera, showing her affection. Unfortunately, many netizens are not moved by this affection, but instead act as "love experts" on the Internet, saying "I can't see any love in her boyfriend's eyes" and "the live broadcast room has not played any substantial role". Some people even say that the big mouth girl is "love-brained".

Putting aside the controversy caused by the form of sales, Dazuimei's sales data is still impressive in the beauty industry.

According to third-party data, in the past 30 days, Dazui Mei has brought goods 27 times, with an estimated sales of 10 million to 25 million. Among the products sold in the past 30 days, the most on the shelves are beauty and skin care products, with an average price of 92.49 yuan. Among them, the best-selling brand is Mao Geping, with sales of 5 million to 7.5 million in 30 days. Looking at her reputation for bringing goods, it is as high as 4.8 points. Among them, her controversial content model makes her content reputation score only 4.52 points, but correspondingly, the product reputation score has reached 4.93, which is quite outstanding.

When analyzing the live broadcast model of T97 Coffee last year, Li Hao, founder of Kas Academy, mentioned that T97 actually "does not care about the coffee". It does not care how much coffee Dazui can sell, but cares more about the popularity of this live broadcast room. Popularity can help find more small B users who are interested in joining from the 700 million daily active users pool; popularity can also give these users more confidence, believing that the brand they are joining has its own traffic and popularity, and can even bring traffic to their own offline stores.

The high traffic during its peak period did bring a lot of attention and franchise business to T97 Coffee. However, Li Hao also pointed out that according to the law of Douyin traffic, the content and gameplay will quickly be copied and become homogenized. In addition, users' attention cannot be stabilized on a specific content model for a long time, so the popularity of the live broadcast room will inevitably decline, and eventually completely lose the interest of users.

Judging from the current situation, due to aesthetic fatigue and the departure of popular anchors, the data of the T97 Coffee account has already declined, and the ambition to open 1,001 offline stores within a year seems to be becoming a distant goal. According to the comments under the account's videos, some franchised offline stores have begun to close down for various reasons.

The unique entertainment method did help T97 Coffee gain popularity, but after that, it obviously failed to support the brand's continued upward trend. After gaining popularity, T97 undoubtedly needs a more solid core.

As for the big mouth girl who grew up in the T97 coffee live broadcast room, whether it is the previous shouting style or the current "unrestrained" strong contrast beauty sales, although they are more or less controversial, from the perspective of "people", they have undoubtedly brought their own characteristics to the extreme. This stylized feature can effectively help her win the attention of users and increase the average length of stay. However, if she wants to go on for a long time, it is obviously not enough to have only formal characteristics. Starting from multiple aspects and constantly improving her core competitiveness may be a long-term solution.

Author: Yue Yao

Source: WeChat public account "CaasData (ID: caasdata6)"