The number of followers increased by nearly 2 million in 7 days, and the GMV of goods sold was close to 100 million. How did this female anchor become so popular?

Does Douyin e-commerce have a new top live streamer? Recently, a female anchor broke through the siege in the live streaming sales track: her followers increased by one million in 7 days, and the GMV of sales was between 75 million and 100 million. Why is she so popular? What else is worth thinking about? This article disassembles the process of "Zheng Xiangxiang"'s popularity and her sales characteristics, let's take a look.

Another phenomenal case of selling goods?

There is no detailed product introduction, no "123 link", but the product is just picked up and thrown and a price is quoted - have you ever seen this kind of live streaming sales method?

Recently, a live broadcast room that sells low-priced goods quickly became popular. Not only did it bring in sales of 100 million yuan in just a few days, but it also helped the anchor gain nearly 2 million followers in a week.

This live broadcast room belongs to the Douyin anchor "Zheng Xiangxiang".

Her live broadcast style is like this——

The assistant brings a product to the camera on one side, and the host directly and concisely introduces the product's price and some gift information, then pushes the product to the other side, and then the assistant presents another product. The whole process is relatively fast-paced, without too much product talk and sales-forcing strategies, and the overall emphasis is on the preferential prices of the products.

The prices of the products are as follows: 9 yuan for a large bag of washing powder, 10 yuan for a skirt, 19 yuan for a coat...

The data on her recent increase in followers and sales is as follows:

According to the data from Guoji Feigua Douyin, Zheng Xiangxiang's fans increased by more than 1.9 million from October 2 to October 8, and the total number of fans exceeded 5 million, with the account's fan growth rate reaching 54.3%. As of now, Zheng Xiangxiang's total number of fans has reached 5.392 million.

In terms of sales data, data shows that in the past 15 days, Zheng Xiangxiang has conducted a total of 8 live broadcasts, with a total GMV of 75 million to 100 million. It is this astonishing sales that made her popular in the live broadcast sales circle.

So, who is "Zheng Xiangxiang"? Why did she become so popular all of a sudden?

According to the Douyin video of "Zheng Xiangxiang", she introduced that she is not a new anchor. She entered the live broadcast industry as early as 2017. She registered a Douyin account in early 2020 and has been doing live broadcasts and selling goods on Douyin since then.

According to Feigua data, Zheng Xiangxiang has performed 430 live broadcasts in the past year, and the GMV of her live broadcasts in recent months has been in the range of 1-2.5 million yuan and 2.5-5 million yuan. The average number of people online in the live broadcast room in the past year was 3,924, and the average number of viewers reached 921,000.

In September this year, Zheng Xiangxiang broke the previous peak number of online viewers of only 30,000 in two live broadcasts on September 9 and September 27, setting a new record.

Then on October 4, the live broadcast room experienced an explosion, with its peak popularity reaching 96,000 people and the GMV of a single game ranging from 50 to 75 million yuan, both of which set historical records.

It was these live broadcasts that set historical records that quickly made Zheng Xiangxiang popular and attracted the attention of many people. People also began to analyze her live broadcast methods.

1. It relies on the “ passing product gameplay ”

In fact, Zheng Xiangxiang’s live streaming method is not new. It is a “passing method” that has existed in the live streaming industry for a long time.

This type of gameplay, apart from being different in form from regular live streaming sales, can attract some users to stay, but its core feature is that there are a large number of products in the live streaming room and the prices are affordable.

For example, Zheng Xiangxiang's live broadcast room has a unit price of RMB 10-50, and the number of products on the shelves in each live broadcast is over 100, and the daily number is around 200. In the record-breaking live broadcast on October 4, Zheng Xiangxiang put 812 products on the shelves in the live broadcast room.

However, the new broadcast site found that the live broadcast started at 6:58 am on October 4 and ended at 4 pm on October 8. It is very likely that the data performance after the broadcast on the 4th was very good, so the team chose to broadcast it 24 hours a day.

In addition to the characteristics of abundant quantity of goods and low average order value, Zheng Xiangxiang also has some unique characteristics in the way of selling products.

First of all, in the live broadcast scene, the overall background is bright. Behind Zheng Xiangxiang are many Hermès orange clothing packaging boxes stacked up. At the same time, some clothing products are also packaged in the same type of boxes when they are passed.

In fact, Zheng Xiangxiang repackaged and upgraded the live broadcast room. When she was doing product promotion earlier, the background of her live broadcast room was relatively messy, her speech speed was relatively fast, and she even deliberately blurred the product information in her speech, emphasizing only the price of the product.

The second is Zheng Xiangxiang's outfit and speech. Zheng Xiangxiang wore the same dress as Jin Chen's dealer image in the movie "All or Nothing". Because Zheng Xiangxiang herself has a tall figure, her outfit in the live broadcast room, coupled with the rapid delivery of products on the table, made many netizens say that she looked like a dealer dealing cards in the live broadcast room.

In addition, Zheng Xiangxiang's speaking speed and tone are slower than those in other live broadcast rooms, forming a contrast with the fast live broadcast speed.

Zheng Xiangxiang's "passing product gameplay" is not the first of its kind.

Xinbochang found that a Douyin anchor named Sijiqing Boss Lady Feifei also used the same method to sell goods through live streaming, and her outfit and live studio setting were similar to hers. The anchor currently has 4.44 million fans, and the GMV in the past 30 days is between 25 million and 50 million yuan.

In general, whether it is the setting of the live broadcast room, the image and speech performance of the anchor, or the capture and conversion of traffic. The core of the product promotion method is low-priced goods and rich SKUs, which ultimately achieve user conversion. These two points are a severe test for the supply chain behind the anchor.

However, many netizens left messages under the recording of Zheng Xiangxiang's live broadcast, saying that her live broadcast room was full of routines . Many low-priced products, such as clothes that cost 10 yuan a piece, were not even put in the shopping cart. Only some paper towels and daily necessities appeared in the shopping cart in the live broadcast room. They denounced it as "routine sales."

On the other hand, some netizens said that the quality of the products she promoted was very poor. Comments such as "the steel wool is simply unusable" and "I bought a bath towel and immediately thought that the seller was a rip-off" were not uncommon, which also caused Zheng Xiangxiang to fall into controversy.

2. How long will “Zheng Xiangxiang” remain popular?

Zheng Xiangxiang's popularity is not only due to the eye-catching live broadcast and the low prices of the products, but also from the perspective of the industry, some industry insiders said: "On the one hand, it may be because she seized the opportunity of traffic during the National Day holiday; on the other hand, it is close to the Double Eleven promotion, and her low-priced products are more likely to attract consumers' attention."

However, the new broadcast site discovered that the popularity of "Zheng Xiangxiang" has cooled down.

During the live broadcast on October 9, although the peak popularity of Zheng Xiangxiang's live broadcast room was also impressive, reaching 61,000, more than 1 times the platform's peak popularity of no more than 30,000 people, the GMV of this live broadcast room was not high, between 250,000 and 500,000 yuan.

Moreover, her most recent live broadcast was on October 9, and she has not broadcast for 4 consecutive days. This is likely to be another live broadcast room with more form than content, more gimmicks than sales, and "flash in the pan".

Since the beginning of this year, the entire live streaming industry has been caught in a "high degree of involution" in terms of gameplay and live streaming scenes. Many merchants and service providers have tried their best to innovate and catch the user's attention as soon as possible.

For example, @楠咪咪天团, a live streaming room with 2.394 million fans, combines catwalk shows with the gameplay of rapid product turnover, using the form of a live streaming group of beautiful anchors to sell low-priced goods.

The fact that "Zheng Xiangxiang" became popular through the gameplay of quickly passing products and creating new tricks with the old gameplay actually shows that this "new and unique" scene is still attractive to consumers. However, how far the live broadcast room can go in the end still depends on the quality of the product and the supply chain capabilities behind the live broadcast room.

Now that Double Eleven is approaching, the battle between various platforms has already begun. Will there be any new stories this year? Let us wait and see.

Author: Aguli

Source: WeChat official account: "New Broadcasting Field (ID: New_bc)"