"Dopamine dressing" led to an increase of 440,000 followers, and Xiaohongshu bloggers are getting more and more extravagant

1. “Dopamine Outfits” Sets Off a Happy Trend on the Internet

Many people may not know that the recently popular "dopamine outfit" has been on the hot search list since last year, but it was only recently brought into the public eye by the fashion blogger @白日小熊.

"Dopamine dressing" refers to a dressing style that gives the viewer a sense of pleasure by coordinating clothing with highly saturated colors. It is very different from the temperament and simple styles that have been common in the past two years.

This style of dressing uses bold, bright and lively colors, which can give people a strong visual impact. In addition, studies have shown that colorful fashion can mobilize people's positive emotions, so dopamine dressing can also play a good emotional healing role. All these special features made it quickly become popular in a short period of time.

Image source: @白日小熊Little Red Book screenshot

If you want to describe this way of communication in detail, you may have a deeper understanding by watching the works of @白日小熊.

The representative works of the account are simply described as the blogger holding up a mobile phone and shooting himself "shopping" through the wide-angle rear camera. The overall setting of five sets of five days from Monday to Friday makes the content of the entire video look very rich:

On Monday, the blogger wore a contrasting color scheme of fluorescent yellow and fluorescent pink, which was full of vitality. On Tuesday, she wore an all-yellow outfit, paired with a glass of lemon tea, highlighting the concept of freshness. On Wednesday, she changed to a light green outfit, with a T-shirt and a short skirt that captured the pure campus style. On Thursday, the blogger's top was based on blue-green, with an exaggerated rainbow heart print, which made her outfit look more futuristic. On Friday, she chose a fluorescent blue little yellow dog top with a very high color contrast, which made her look even brighter under her smile... Because the blogger always appears in front of everyone in various colors, @白日小熊 is affectionately called Little Rainbow by fans.

Image source: @白日小熊Little Red Book screenshot

In addition to her unique dressing style, the blogger's ability to stand out from the fiercely competitive fashion industry is also inseparable from her persistence and hard work.

@白日小熊 once posted a video introducing that since entering the self-media industry in 2020, he has been making various attempts and changes in topic selection style, shooting methods and other aspects.

In the early days, this account mainly shared stories and photos of couples, and produced many "Internet magic pictures". However, she did not set her own creative themes, but combined her personal advantages to constantly explore new topics with explosive points.

Image source: @白日小熊Little Red Book screenshot

For example, this sudden popularity was also "intentionally promoted" by herself. @白日小熊 admits that although she has always liked brightly colored clothes and is more sensitive to colors, she has made so many attempts in dopamine dressing recently because she paid attention to the introduction of other fashion bloggers at the beginning of the year, learned about this popular trend, and then "deliberately" pursued it in combination with her own characteristics. It is definitely not completely accidental or achieved overnight.

Image source: @白日小熊Little Red Book screenshot

In addition, the blogger originally had a text-and-picture account. It was not until the middle of last year that she saw the strong competitiveness of the video format and began to adjust the format of her work from scratch . Although she panicked and acted rather stiffly when facing the camera at first, she kept adjusting her state, gradually making her work look better, and her various data also increased accordingly. These experiences of the blogger may bring some confidence to text-and-picture bloggers who are facing the pain of transformation.

2. Another live streamer goes viral. How far has Xiaohongshu’s live streaming gone?

On May 22, socialite Zhang Xiaohui launched her first live broadcast on Xiaohongshu. Data shows that the live broadcast lasted nearly 6 hours, during which the live broadcast room occupied the top spot on Xiaohongshu's sales list, with a total number of viewers approaching one million and more than 1.3 million likes.

Image source: Screenshot of Zhang Xiaohui's live broadcast on Xiaohongshu

It is understood that Gigi Leung has previously tried live streaming to sell goods on platforms such as Douyin, but it did not cause much splash. This time, the live streaming room was able to stand out from Xiaohongshu. Kas believes that the biggest reason is that her personal style is very compatible with the platform.

Xiaohongshu has many young female users, and the community atmosphere also pursues refinement and beauty. Zhang Xiaohui is a socialite, and she has a high aesthetic taste. She can understand the needs and preferences of users, and the fans on Xiaohongshu have a higher recognition of her life philosophy and consumption concept than other platforms. It is understood that the average customer price of the products in her live broadcast room is not low, but the fans have shown a good acceptance. Many products were sold out as soon as they were put on the shelves during the live broadcast.

In addition, the "slow live broadcast" style adopted by Gigi Leung is also a popular live broadcast format in recent times, and has been proven successful in multiple live broadcast rooms.

When explaining the products, she always sits in front of the camera with dignity, without the routine "noisy" behavior of other anchors. She just quietly recommends products to users and faces every audience with a sincere attitude. In addition, the professionalism she shows for each product undoubtedly adds points to her live broadcast room.

Image source: Screenshot of Zhang Xiaohui's live broadcast on Xiaohongshu

During the live broadcast, Gigi Leung often used her own personal experience as an example to explain the advantages and features of the products in detail to the audience, making her recommendations more reasonable and well-founded. Statements like "I started buying it since the 1990s" also greatly increased the trust of users in the live broadcast room.

In general, in addition to practical value, the emotional value that Gigi Lai provides to her fans has become the biggest magic weapon for her live broadcast room to become popular.

In fact, in addition to Gigi Leung, many hosts have emerged on Xiaohongshu live streaming recently, and the most representative example is Dong Jie's live streaming room.

Image source: @A Xiaoyibao screenshot from Xiaohongshu

However, objectively speaking, although the voice of Xiaohongshu's live e-commerce is constantly expanding, there are still many realistic bottlenecks facing practitioners.

The first thing that cannot be controlled is the distribution of traffic in the live broadcast room. In fact, we all know that 99% of people cannot get the same resources as Dong Jie and Zhang Xiaohui. According to relevant sources, in order to create a benchmark case, Xiaohongshu officials have given these live broadcast rooms a considerable amount of traffic, and it is unlikely that they will receive the same level of support in the future.

In addition, for a long time, Xiaohongshu has been far away from e-commerce in the minds of users, and most users have not developed the habit of watching live broadcasts and consuming on it. If you want to cultivate this habit of users, you will inevitably have to go through a long "pain period", and without the support of traffic, this road will become more difficult.

It is worth noting that at this stage, there are still problems with the platform's supply and basic policies. Currently, Xiaohongshu does not have the ability to provide goods for bloggers, and it is just starting out in live streaming. Many infrastructures have not been fully built, and the help it can provide to bloggers is limited.

The vast majority of Xiaohongshu bloggers do not yet have the ability to broadcast live independently , especially graphic and text bloggers. It is not difficult to imagine the difficulties they will face if they want to switch from text to video and then to live broadcast. Those who can eventually stay and make live broadcast a success may be rare.

However, no matter what, the Xiaohongshu anchors who have become popular recently can at least give some inspiration to creators. When live streaming e-commerce enters the second half, the only way to go is to return to content and quality.

3. The following two bloggers are also worth paying attention to

The first is the "old celebrity" in the cosplay world @卡琳娜和蹭西. Karina has always been very popular on the Internet. The reason why this Ukrainian girl can have such popularity is, first, because her appearance is really "unbeatable". She is beautiful and generous in women's clothes, and noble and domineering after changing into men's clothes, which attracts many "fans" to like her; secondly, cross-gender cross-dressing brings a strong sense of contrast to people, and also brings the intimacy with fans closer. After all, the audience of this kind of content is mostly girls. Compared with ordinary male cosers, it will be more comfortable to express love to female cosers like Karina.

The reason why she was able to make the list of the most popular fans this time is that she participated in several offline comic exhibitions in May and had a wonderful performance, which caused a frenzy among offline and online fans. At the comic exhibition, she not only contributed her handsome outfits to feast everyone's eyes, but also had sweet interactions with fans. Many people said that they felt like they were in love, and the response on the Internet was enthusiastic.

Image source: @卡琳娜和蹭西Xiaohongshu screenshot

The plot creator @李濡濡 is now a big internet celebrity on Douyin with nearly 20 million fans. However, for the Xiaohongshu platform, although he released his first work in 20 years, he did not start stable updates to his account until March this year. In three months, he has accumulated 1.187 million fans, which shows his amazing influence.

Analyzing his works, the most representative ones in recent times are the "Sense of Age" series and the "Top Sellers" series. Both are performed by bloggers, magnifying the differences in certain similarities, making the works full of drama, and seem to have a strong sense of humor. Many videos also have a certain irony, which makes people think deeply.

Image source: @李涡小红书 video screenshot

For example, when a customer weighing just over 100 pounds failed in trying on clothes in two clothing stores in succession and found that she couldn't even fit into a size L and fell into deep body anxiety, the "sales champion" immediately appeared and said things like "With a healthy and well-proportioned figure like yours, any clothes will look good on you" and "Although the size is curly, the size in our minds must not change." These performances are actually encouraging everyone in front of the screen to be confident and healthy, and to give fans more recognition and understanding.

In addition, the blogger's meticulous observation of life is often surprising, and many details in his works can easily resonate with users, leading many to say in their comments that this is simply "another me in the world."

The above is Kas’ complete analysis of Xiaohongshu’s May follower growth list. We will continue to pay attention to how many bloggers with unique styles will emerge on Xiaohongshu next month.