The story of the snail noodle stall owner's rise to fame: a "Oh" resounded across Douyin, tens of millions of likes, and millions of followers

This article introduces Niu Fuxiang's experience of becoming a popular app on Douyin. However, as time goes by, how can he continue to innovate and retain the audience's attention while ensuring product quality to achieve sales growth? This article explores the inspiration and experience behind Niu Fuxiang's story.

A cry of “Oooooh!” echoed throughout TikTok.

A hit video with millions of likes suddenly appeared.

From the perspective of a passerby, the snail noodle stall owner angrily complained to the young female employee about why the stall lights had to be replaced with voice-controlled ones, which led to constant mistakes when cooking. While complaining, he did not forget to shout "Oh" to turn on the voice-controlled lights.

The "Oh, oh" with a Guangxi accent brainwashed many viewers. One comment said "Every time he ohs, I laugh." So far, this video has been liked 13.41 million times on Douyin and forwarded 17.9 million times.

The snail noodle stall owner who shouted "Oh hoo" in the video is Niu Fuxiang, from Liuzhou, Guangxi, and has been engaged in the snail noodle industry for more than 20 years. His account profile mentioned that he has a snail noodle pre-packaging processing factory and a physical store, and has his own snail noodle brand Niu Luo Village, so he calls himself "Niu Luo Brother".

Niu Fuxiang officially started operating his own Douyin account of the same name in early July. The videos were all shot at a snail noodle stall, recording his daily bickering with his post-00 employees from a passerby's perspective, using a funny plot route. So far, he has posted a total of 22 videos and has 1.5 million followers. New Douyin data shows that the account has gained nearly 1.3 million followers in the past week .

Screenshot from Xindou

Some people have commented that Niu Fuxiang's popularity is like "selling noodles for ten years but no one knows about it, but his roar is known all over the world". How did this wave of traffic come about? Is the popularity of "Niu Fuxiang" sustainable? How much bonus can it bring to his snail noodle business?

1. One "Oh" gets 10,000 likes, the snail noodle shop owner has 1 million fans

What many people don’t know is that the “love-hate” relationship between chefs and voice-activated lights is not a new topic. On Douyin, many accounts have been posting similar videos since 2021, but they are not very popular.

Until the appearance of this "Oh, Roar" video by "Niu Fuxiang", which was only 43 seconds long, full of high-frequency and intensive complaints, but every sentence was full of laughter.

For example, at the beginning of the video, Niu Fuxiang holds a large iron spoon in his hand and says in a high-pitched voice: "I'm going to use this spoon to smack you in the face, and you won't be able to save your front teeth!" This immediately raised the mood of the video and captured the audience's attention.

The most popular "Oh, Hou", seems to have no technical content, but to achieve Niu Fuxiang's dramatic effect, the tone, expression, scene, and even the Guangxi dialect accent, layer by layer of buffs are indispensable to create a "Tarzan" atmosphere.

Therefore, some people commented: "I really can't tell whether this is a script or reality!"

Of course, every hit product carries a bit of randomness and unreplicability due to "time and luck". Niu Fuxiang may not be able to replicate a hit like "Oh, Hou", but he seems to have figured out some ideas for mass production of popular videos.

From the first video on the account, "Niu Fuxiang"'s content showed a mature and professional operation style:

A fixed snail noodle stall;

Shots from the perspective of a third-party passerby;

the grumpy stall owner who always wears a red apron;

There are also a few disobedient and rebellious employees.

Moreover, the stall owner always holds a big spoon in his hand, as if it is his real body. Before "Oh Ho" became popular, his favorite saying was "Wait a minute, I'll give it to you with a spoon", which he repeated in many videos, trying to create a personal style label.

Although they did not deliberately emphasize the relationship between Niu Fuxiang and the young employees, some people inferred from daily conversations that they might be his daughters, and the introduction also described them as "caring little cotton-padded jackets."

In every video, Niu Fuxiang and his "daughter" who comes to the stall to help are always complaining about each other.

They are called "aunties". They play with their phones all day at the stalls. They not only change the lights to voice-controlled ones, but also pack rice cookers for customers, cook without plugging in induction cookers, etc. Every stall has its own unique style.

From the above analysis, it is not difficult to see that the content of "Niu Fuxiang" is most likely not taken casually by ordinary people, but is systematically created by a team.

The Douyin homepage shows that the account belongs to an MCN called "Kuang Ren Risheng". Qichacha shows that this is an MCN agency located in Guangzhou, established in 2021. At present, no information about more talents under this agency has been searched.

With Niu Fuxiang's strong expressiveness and professional systematic operation, the traffic of "Niu Fuxiang" account has skyrocketed. The number of fans reached 1.5 million in two months, and his 22 videos received more than 16.91 million likes in total. The "Oh, Hou" video directly attracted millions of fans.

2. Quickly start live streaming to sell goods, but is it difficult for hot-selling products to generate sales?

On September 5, the night when the “Oh Roar” video became popular, Niu Fuxiang started his first live broadcast on Douyin.

The live broadcast lasted for 5 hours. Third-party data showed that the number of viewers reached 460,000, and a total of 8 links were posted for selling goods, mainly snail noodles from his personal brand Niu Luo Village, and Xinjiang gray dates, a live broadcast welfare subsidy. The sales of a single broadcast reached 10,000 to 25,000 yuan.

Compared to other popular creators who would consider trying advertising monetization first, or slowly explore ways to make money after becoming famous, Niu Fuxiang initially operated the account to promote his Niu Luo Village snail noodles, so the transition from traffic to monetization was also very efficient.

After the premiere, he did three more live broadcasts in the following week, almost once every two or three days. The links for each live broadcast were basically Niu Luo Village snail noodles and Xinjiang gray dates.

Third-party data statistics show that Niu Fuxiang's five live broadcasts have attracted more than 1 million viewers, gained 8,000 fans, and sold a total of 1,000-2,500 items, with an average sales volume of 5,000 to 7,500 yuan per live broadcast.

From the perspective of an account that has been operating for two months and is not very famous, being able to sell thousands of orders is already a good result, and the hit product has indeed boosted commercial revenue.

However, in terms of traffic conversion efficiency, the conversion rate of Niu Fuxiang's live streaming sales is not high, with an average conversion rate of 0-5%, and a live streaming GPM (how much transaction amount is there when there are 1,000 official transactions and 1,000 views) of 10-50 yuan .

The editorial department of Xinbang watched one of the live broadcasts and found that most of the audience came to the live broadcast room mainly for the "Oh, roar" meme, and frantically swiped the screen to play with the meme in the barrage, but they have not yet reached the level of truly trusting Niu Fuxiang's products and placing an order.

Moreover, judging from the audience portrait, the audience currently coming to the live broadcast room is mainly composed of people aged 31-40, accounting for more than 43%; the proportion of male users is 67%, which is also much higher than that of female users.

According to the "2023 Liuzhou Snail Noodle Industry Development Report", the main consumers of snail noodles are young people, among which people under the age of 35 account for more than 80%. The purchasing proportion of women is higher than that of men, and they have a higher tolerance for "food odor".

This is exactly the opposite of the audience of Niu Fuxiang's live broadcast room, so the low conversion rate seems reasonable and understandable.

Although the potential of live streaming sales has yet to be explored, with the promotion of Niu Fuxiang's personal account and the exposure and traffic of the Douyin window, the sales of Niu Luo Village snail noodles in the Douyin flagship store have achieved good results.

As of now, the cumulative sales of Niuluocun Douyin flagship store have exceeded 11,000 pieces, the most popular 5-pack of snail noodles have sold more than 4,600 pieces, and the total sales of the store have exceeded 330,000 yuan.

3. With the traffic plummeting, how far can Niu Fuxiang and his snail noodles go?

Today, more than ten days have passed since "Oh, Whoa" became popular. Like most popular memes, it is difficult to maintain its popularity.

In the newly released videos, although Niu Fuxiang is still playing with the voice-controlled lights, the code for turning on the voice-controlled lights has changed from "Oh, oh" to "Tianwang Gaidihu" and "Xiaohua Xiaohua, please turn on the lights", and then to the song "Someone~Someone I miss the most", but the popularity is far less than "Oh, oh", and a single video has received the highest number of likes of 352,000 times.

In the comment section of these videos, many viewers said, "The same joke becomes boring after being filmed a few times" and "You have run out of creativity since "Oh, Hoo."

On the evening of September 17, Niu Fuxiang started live streaming again. However, according to the new Douyin data, the cumulative number of viewers in the live streaming room was 183,000, which was lower than the previous live streaming.

In fact, almost every creator of hot memes will encounter similar problems. In this era of information fragmentation and fast-foodization, it is easy for the audience to get aesthetic fatigue. Should they continue to ride on the popularity of their own hot memes, or retreat while they are still young and look for the next topic?

Niu Fuxiang may not have found a better answer yet, so he continues to play with the memes while the popularity has not completely subsided. However, he will have to face the problem of content iteration over time, and the snail noodle stall also needs more stories to maintain its popularity.

First create an IP and then promote a personal brand. This business logic has actually been proven to be feasible by the market.

Let’s take snail noodles as an example. Before the dispute with Weinian, Li Ziqi’s eponymous brand of snail noodles was also highly sought after due to Li Ziqi’s personal reputation and universal popular taste. The Taobao flagship store has sold more than 600,000 pieces in total.

Therefore, compared to many bosses who are still seeking exposure channels for their personal brands, Niu Fuxiang has already taken the first step. Whether it is just luck or he has hit the right algorithm trend, at least he has traffic.

The next step he needs to think about is how to convert traffic into sales of Niuluo Village snail noodles.

Iterative innovation in content is essential, as it is the basis for attracting traffic, attracting loyal fans, and laying a solid foundation for traffic. The quality of snail noodles must also be maintained. After all, snail noodles are a hot topic in the food industry, and new internet celebrity brands are emerging one after another. If you want to truly retain consumers, you still have to rely on taste.

Although there are no cases of collaboration between brands and influencers at present, Niu Fuxiang’s family matrix account is already being planned.

In addition to his main account, he also has an account called "Niu Fuxiang of Niu Luo Village Snail Noodles", which is more focused on sharing content related to himself and his personal snail noodle brand. He has posted 5 videos so far and has 39,000 followers.

Several of the "daughters" who appeared on the screen also opened their own Douyin accounts, called "Niu Fuxiang's Eldest Aunt", "Niu Fuxiang's Younger Aunt", and "Niu Fuxiang's Third Aunt", to share the stories of the snail noodle stalls with themselves as the protagonists.

Among them, the most popular one is "Niu Fuxiang's Aunt", who has posted 19 videos in total and has more than 11,000 fans.

Is the "Oh, oh" sentence with millions of likes a passing traffic, or can it make a new snail noodle brand popular? Niu Fuxiang's story may be worth continued attention.

Author: Truffle

Source: WeChat public account "New Ranking (ID: newrankcn)"