With sales exceeding 75 million in a single month, can the “Silky Zheng Xiangxiang” be copied?

This article starts from the recent success of Zheng Xiangxiang, a popular anchor in Douyin e-commerce live streaming, and analyzes the advantages of this anchor's live streaming live streaming, explaining the underlying logic behind this traffic explosion. It is recommended for those who are interested in live streaming e-commerce operations.

During the National Day holiday when 800 million people were busy traveling, Douyin e-commerce has seen the emergence of new top anchors. During the National Day holiday, Zheng Xiangxiang gained a lot of fans due to her low-priced live streaming. Data shows that during the National Day holiday, the cumulative number of viewers of "Zheng Xiangxiang" live streaming exceeded 120 million, with estimated sales of more than 50 million yuan. The main products sold were clothing, underwear and daily necessities, with unit prices mainly between 10-30 yuan.

On September 30, Zheng Xiangxiang's Douyin followers were 3.487 million. In the three days after the live broadcast on October 4, the number of followers increased by one million. As of October 10, the number of followers had increased to 5.425 million, an increase of 1.938 million in 10 days. The profile of her account says "source manufacturer, self-designed and produced, only high quality", which shows that she wants to establish a professional clothing factory boss persona.

If we extend the timeline, Zheng Xiangxiang is firmly in the top anchor ranks of the platform. In the past 30 days, Zheng Xiangxiang has broadcast 17 live shows, with an estimated GMV of 75 million to 100 million yuan. Is Zheng Xiangxiang really selling goods only by being cheap? Why are "low-priced goods" still popular on Douyin?

1. Bringing over 100 million yuan in sales, three advantages of Zheng Xiangxiang’s live broadcast room

After studying Zheng Xiangxiang's live broadcast room, Kas believes that it has three advantages.

1. Anchor level

A good anchor can leverage natural traffic.

During the National Day holiday, Zheng Xiangxiang herself wore the same skirt as the heroine Jin Chen in the summer movie box office champion "All or Nothing", and she was an eye-catching presence when standing in the live broadcast room. In addition, she has rich experience in live broadcasts, speaks very fast, and is emotionally infectious, which easily attracts users to enter the live broadcast room and stay for a while.

The usual scene in Zheng Xiangxiang's live broadcast room is: a female anchor with exquisite makeup opens an orange box, picks up a bath towel to show it, "A bath towel that can be worn after taking a bath, 10 yuan." After quoting the price, she "throws" the box aside, then changes to the next box and picks up the next item. The quoted prices are mostly in the range of 9.9-29.9.

The fast-paced and repetitive style makes people want to watch more. Many users mentioned that "before I can hear clearly, the link has been snapped up.

In a recent live broadcast, Zheng Xiangxiang changed out of her little black dress, but the background of the live broadcast room did not change, still a large area of ​​orange boxes, trying to make these low-priced white-label products more ornamental.

Such product structure and live broadcast style attracted a large number of young and middle-aged women to buy. Among the viewers of Zheng Xiangxiang's live broadcast room, women accounted for 63%; in terms of age, people aged 31-40 accounted for 50%, followed by people aged 24-30, accounting for 21%.

2. Supply chain level

Zheng Xiangxiang's goods mainly come from the Selected Alliance, and her clothing comes from factory leftovers. In addition, she has been in the live streaming e-commerce industry since 2017 and has been immersed in it for many years. She has gained some experience and understands user psychology well enough, so she can formulate appropriate product grouping and arrangement strategies.

Data shows that among the products sold in Zheng Xiangxiang's live broadcast room in the past 30 days, the most popular items on the shelves are clothing and underwear, with an average price of 23.12 yuan and an estimated sales volume of 25 million to 50 million yuan; followed by daily necessities, with an average price of 10.94 yuan and sales of more than 1 million pieces. Kas noticed that cotton slippers, electric car windshields, coral fleece pajamas, clothes drying racks, garbage bags, 10-pound washing powder, sanitary napkins and other products are all hot-selling products in the live broadcast room.

In terms of brands, the top five brands on the best-selling list are Langmeng, Mengmeijing, Chuangzaoguan, Tangtang Mommy, and Zhaisuo, all of which are white-label brands or brands that cannot be found in mainstream media.

3. Scenario level

The live broadcast room uses a large area of ​​"Hermes orange" as the background, coupled with professional lighting, to avoid the cheap feeling brought by low-priced products. In addition, the way the anchor takes out the goods from the exquisitely packaged boxes gives the products an invisible halo. At the same time, Zheng Xiangxiang's quick product display method has also created a visual label in the minds of users who have watched the live broadcast, and has differentiated it from other live broadcast rooms.

The above three points do not seem to have particularly strong barriers, but when combined together, they can indeed make a live broadcast room run well and achieve short-term explosive results.

You should know that the two main indicators for Douyin e-commerce to evaluate live broadcast rooms are average stay time per person and conversion rate/transaction density. Zheng Xiangxiang can attract natural traffic, so she can maintain the popularity of the live broadcast with 10,000 people online at the same time without high investment.

Of course, Zheng Xiangxiang's live broadcast room also has shortcomings that cannot be ignored. First, the return rate of clothing is high; second, the low-priced products are of poor quality, which affects the reputation and repurchase rate.

The ultra-low-price model itself is a risk point. In November last year, the wall-breaking machine and meat grinder promoted by the top anchor @疯狂小杨哥 were reported by the well-known anti-counterfeiting expert Wang Hai for falsely labeling the power.

Zheng Xiangxiang has also suffered "backlash" from selling products at low prices, but it has not yet reached the point of causing a public opinion crisis. Kas noticed that some Xiaohongshu users have posted posts complaining about the poor quality of its products, "I dare not buy clothes that cost seven or eight yuan, and I thought I would buy an eight-yuan storage box to try it out, but it turned out not to be a box, but a soft, broken bag.

After the short-term craze subsided, fans seemed to calm down and began to unfollow her. According to Kas Observation, Zheng Xiangxiang not only did not gain followers in the past week, but also fell into a state of pure loss of followers. As of October 18, her Douyin followers were 5.364 million, compared with a net loss of 61,000 followers on October 10.

In terms of the most direct sales data, the sales ceiling of Zheng Xiangxiang's live broadcast room also depends on the host's personal status. On October 15, Zheng Xiangxiang started broadcasting again after more than a week. Due to her hoarse voice, she only broadcast for one hour. The GMV on that day was estimated to be 100,000-250,000 yuan, and the average number of online users was 7,228.

2. Can Zheng Xiangxiang be copied?

Can Zheng Xiangxiang's live broadcast room be copied? Kas believes that there is a high probability that it can be successfully replicated, considering its configuration and advantages in "people-goods-field".

You can copy the words, put together your own pallet, and find a good anchor to copy. Zheng Xiangxiang can create a new account in the same way.

There are no barriers to gameplay and technology. Creating visual labels requires three steps: "scene + action + BGM". Once a live clip or short video is on the platform's hot search list, netizens will have a visual hammer and remember a certain action/scene. In the following period of time, peers will imitate and create similar scenes, which will also bring traffic.

In the jungle law of hobby e-commerce, there are no secrets among peers, and imitation is a necessary survival skill, which of course also tests reaction ability and evolution speed. In the end, how much revenue merchants and anchors can create depends on the accumulation of supply chain and the business ability of anchors .

Zheng Xiangxiang is not the only one who has touched the flow valve under this rule. Like her, @楠咪咪天团 also has a live broadcast room that focuses on creating scene highlights, selling low-priced goods, and obtaining high GMV.

According to Kas's experience, although the anchors of @楠咪咪天团 did not introduce the products, they were all beautiful women with good looks that made people's eyes bright. They had different styles, some were cute, some were intellectual, and some were charming... With the dynamic BGM, they walked towards the camera one by one holding the products, and the picture looked extremely pleasing to the eye.

Amidst the mesmerizing visual enjoyment, placing an order becomes a natural thing, and it is no surprise that the company can generate sales of 50 million to 75 million products in 30 days.

In addition, we also noticed that @楠咪咪天团's product reputation score was 4.59 points, of which the content reputation was as high as 4.8 points, but the product reputation was only 4.42 points . This also means that at this stage, in terms of the three elements of people, goods and venues, @楠咪咪天团 has advantages in people and venues, but is obviously lacking in the most important link of goods, which is likely to become the core factor restricting the long-term development of the live broadcast room.

Earlier, in 2021, Kas also studied the live broadcast room of @美少女嗨购, which sparked heated discussions in the industry.

At that time, only 4 months after the account was created, @美少女嗨购go’s fans had grown to 1.702 million. They mostly live-streamed from 8 to 11 p.m., mainly selling snacks, milk, video platform membership cards and other products, with unit prices ranging from 9.9 yuan to 59 yuan. Although the average customer spending was not high, the sales volume was not low. Data showed that "美少女嗨购go" live-streamed 53 times a month, with an average sales volume of 121,000 yuan per live-stream.

The fans who pay for it are mainly male fans. The fan portrait shows that 65.68% of the fans of this account are male, and only 34.2% are female. In the live broadcast audience portrait, male fans account for 69.44%. In addition, most of the live broadcast users are young people born in the 1990s and 2000s, who are more willing to pay for the "novel and unique" visual experience.

Later, @美少女嗨购go also experienced a series of changes such as user aesthetic fatigue, resignation of core anchors, joining and leaving of new members, account transformation, etc. However, these actions failed to stop the trend of losing fans, and its number of fans has now dropped to 1.445 million.

In Douyin e-commerce, no one is always the dark horse, but there is always someone who is the dark horse. The system will give traffic feedback in the first time based on the real-time conversion data of the live broadcast room.

Every live broadcast room has its own shortcomings and limitations, but good people-goods-place and operation strategies directly determine the starting point of the live broadcast room, which is a replicable experience.

Author: Lou Xingchui

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