Welcome "Sweet Girl" Tu Zi Ya, Kuaishou's top anchor lineup has added another member

Do you know Tu Zi Ya? This article starts with Tu Zi Ya's popularity on Kuaishou live streaming, explains why she is successful, and the development of Kuaishou live streaming. It is recommended for students who want to learn more about live streaming.

“It has to be rabbit teeth!”

On June 8, after Tu Zi Ya’s first live broadcast on Kuaishou ended, industry insiders commented on her consistently excellent live performance.

In the live streaming industry, Tuziya is almost a household name and is one of the industry’s top entertainment anchors.

She started live streaming in 2015, and became popular in 2018 with the song "Little White Rabbit Meets Cappuccino", achieving the miracle of gaining tens of millions of fans in two months. Now, her total number of fans on the entire network has exceeded 40 million.

Not only that, she also moved from the live short video circle to the variety show and film and television circles, participated in many film and television dramas, and gradually became an artist with multi-faceted development in film, television and music.

Now, after 8 years of live streaming and just celebrating his birthday, Tu Ziya made a choice: to come to Kuaishou and start again.

1. Tuziya’s “New Live Broadcast Room”

On the evening of June 8, Tu Zi Ya, wearing a gorgeous white dress, stood on the long ladder on the side of the main stage and sang a gentle English song "Angel" accompanied by the piano. The dreamy stage and beautiful singing brought an audio-visual feast to the audience in the live broadcast room.

At the end of the song, Tu Zi Ya turned to the camera and said hello: "Thanks to the Kuaishou platform, we can meet again."

This is Tu Zi Ya's first live broadcast on Kuaishou. She had already announced it on Weibo, and Kuaishou also posted a message to welcome her arrival.

Tuziya’s fans and Kuaishou users were also very enthusiastic about this debut.

Before Tu Zi Ya officially started broadcasting, the number of reservations had already reached 5.22 million. Under her Kuaishou video, a message that revealed that she "downloaded Kuaishou specifically for Tu Zi Ya" attracted dozens of comments from users.

Tu Zi Ya put a lot of thought into this debut show and performed a dance for the first time.

She sang a sweet song "Love You" and tried singing and dancing. The reason she chose this song was to respond to the fans who requested it for her during her birthday celebration.

Surprisingly, she also performed a dance performance with a completely different style, "Dangerous Party". This new attempt and breakthrough was eye-catching and broke the public's previous stereotype of her as a "sugar girl".

In addition to Tu Zi Ya's own performance, this debut also invited Gao Huohuo and Liu Xiaola, who are also Kuaishou anchors. Their wonderful performances also allowed people to see the wonderful interaction between Kuaishou anchors.

What is even more surprising is that stars such as Huang Yong, Jin Zhiwen, and Yu Haoming also came to the scene to support Tu Zi Ya as his friends.

Tuziya called this Kuaishou debut “the launch of a new live broadcast room.”

In the debut, Tu Zi Ya explained: "This is a new chapter for us, our new start, I hope you and I will always be with us."

At the host's call, fans wrote on the public screen the number of years they had accompanied Tu Zi Ya. When the numbers "3, 4, 7" filled the screen, Tu Zi Ya was deeply moved and choked up for a while.

In the end, Tuziya's first live show on Kuaishou received more than 100 million total views. The highest number of people online at the same time in the live broadcast room reached 2.69 million, and the number of fans increased by 880,000 on the first day of the show, which made a good start for Tuziya's "new live broadcast room".

2. From anchor to multi-talented artist

Many people may still remember that Tu Ziya once shed tears in the live broadcast room when recalling his live broadcast experience.

"When I first started live streaming, no one was watching me. I was just singing by myself, and maybe no one paid any attention to me for half an hour. I never thought I would end up like this."

At the end of 2020, after winning the female anchor championship in the platform's annual grand ceremony, Tu Ziya recalled her experience of entering the live broadcast circle a few years ago, and couldn't hold back her tears in the live broadcast room.

This video was also widely shared in the industry’s circle of friends at the new broadcast site, and major guilds reposted it to encourage the anchors to persevere and work hard.

According to Tuziya, she got involved in live streaming in 2015. A friend who worked in a guild invited her to live stream and bought her a computer, sound card, and camera. However, at that time, Tuziya had just graduated and had other work, so she put the live streaming equipment aside for a while.

Until one day, Tu Zi Ya finally remembered the live broadcast equipment in the corner and started her first live broadcast at 2-3 a.m. As a result, she made 3,000 yuan in one night on the first day of live broadcast.

Tuziya said that she still remembers this incident. At that time, she was very tired from work, had a social anxiety disorder and was a stay-at-home girl. But through live streaming, she suddenly saw a new way of life: "I can sing, make money, and don't have to go out."

A lifestyle that meets her expectations is in front of her, and Tuziya doesn't want to miss it. She doesn't know much yet, so she has to sing hard in the live broadcast room, for fear of losing any user who visits her live broadcast room.

In this way, after becoming a professional anchor, Tuziya joined a music live broadcast platform at the end of 2015 and became a music anchor. Since then, "music" has become an indelible label on Tuziya, not only carrying the traces of her early hard work, but also her subsequent pass to fame and popularity.

There is no such thing as a free lunch, and good luck often favors those who are prepared. The music live streaming platform that Tuziya joined has professional singers with professional training and high-quality anchors with good reputations. The competition she faces is greater than ever before. However, she has won many awards in the four years on the platform, including:

In January 2017, Tuziya won the Best Image Award and the Most Popular Person Award at the platform's annual ceremony;

In February 2018, Tuziya won the Grand Prix of the 2017 Annual Ceremony of the platform...

She has also released many singles, launched many musical works, and achieved many outstanding results.

The key to her fame was the song "Little White Rabbit Meets Cappuccino". It was this song and video that made her popular all over the Internet and famous, creating a legend of gaining tens of millions of fans in two months. As a result, she transformed from a host to a top Internet celebrity, and was also given the title of "the originator of sweet songs".

In 2018, a video called "Little White Rabbit Meets Cappuccino" became popular on the Internet and became the annual hit, and it was created by her.

“The short video going viral was probably just a coincidence, because when I was making it, I never thought that I would have so many people supporting and liking it.” Tu Zi Ya said this when recalling the popularity of this video.

However, she also mentioned that the short video might have been shot in a professional recording studio. Not only was the quality of the real shot high-definition, but the background also looked clean and professional, which set her apart from other creators at the time.

In addition, her experience in live streaming and music enabled her to catch this sudden influx of traffic and seize the trend of short videos.

After becoming a phenomenal online celebrity, not only did Tu Zi Ya's identity change, but her development resources also began to expand gradually in 2019. She first participated in TV variety shows, and later began to join the filming of online dramas and online movies. At the same time, Tu Zi Ya's personal music works also maintained a high output.

Today, Tu Zi Ya has become an artist who has developed in the fields of film, television and music.

3. 8 years later, looking for new breakthroughs

In the past 8 years, from an entertainment anchor to a top internet celebrity, and then to a three-dimensional artist, Tu Zi Ya has won many honors. But success is not achieved overnight, and she has also experienced setbacks.

For example, before filming singing short videos, Tu Zi Ya also tried to create a story-telling account, but in the end the account only had 500,000 fans. She also failed to participate in "The Voice of China", which made her feel that "my singing is average" until now...

Although he has reached the top of the industry, Tu Zi Ya always feels that he is not good enough.

"Whether you are an internet celebrity or an entertainer, you actually face a lot of pressure."

After talking about past growth, when asked if he is anxious now, Tuziya said frankly that his team is more anxious than himself, and that he is in a relatively calm state of mind at the moment, but being in the industry, he still has pressure. For example, in the past 1-2 years, the short videos he shot have basically not increased his followers, and he is not an anchor who relies on live broadcasts to increase his followers.

"I will definitely feel down and think that I am not gaining followers anymore, (but) in fact this is the norm."

Tuziya also had anxiety and concerns about this. She and her team thought about new directions and tried new content, but they never achieved the same amazing performance as before.

She also began to slowly accept the fact that she had hit the ceiling of her development, and gradually put the focus on herself. But she still maintained her passion and insisted on making more attempts and efforts.

"I've been making some new changes in my video style recently. I used to go for a sweet style, but now I'm trying some mature styles." Tu Zi Ya also told us that she is currently learning dance. Although she joked that her limbs are not flexible and coordinated enough, she will take the time to learn and practice slowly.

It was this mentality of trying and breaking through that made Tuziya choose to come to Kuaishou.

"Kuaishou allows me to establish a better connection with my fans, which is what I am looking forward to." Before the broadcast, Tuziya considered many aspects such as time, content, and format, hoping to give fans a good live broadcast effect and experience. What he expects more is to have a deeper connection with fans on Kuaishou.

As we all know, Kuaishou's unique community culture gives the platform strong social attributes, more interactions between users, and its private atmosphere and content ecology also have outstanding advantages in the industry.

According to Kuaishou's latest financial report, in the first quarter of 2023, the platform's monthly active users (MAU) reached 654 million, daily active users (DAU) reached 374 million, and the average daily user time was 128 minutes. This also means that Kuaishou still has an advantage in traffic and is still attractive to top anchors.

Therefore, not only Tuziya, but also top anchors such as Guo Congming, Gao Huohuo, and Liu Xiaola have come to Kuaishou one after another this year, opening a new chapter in their live broadcast development. Their arrival has further enriched the content of Kuaishou's live broadcast, making the new ecosystem of Kuaishou's live broadcast more formed and stable.

At the same time, we can see that Kuaishou has also provided a better live broadcast environment for these big anchors. For the first show of these anchors, the platform operator will not only give suggestions and directions on the content, but also coordinate and mobilize various resources, and go to the scene to help, striving to present the best results.

Kuaishou not only provides anchors with a larger development space and stage, but also provides support and resources for the development of anchors. Through event IP, content IP and customized operations, it provides diversified support for anchors. For example, Gao Huohuo, who returned to Kuaishou in April this year, the platform released a new song "Willingly" for him based on the attributes of his music. From the lyrics to the arrangement, it deeply highlights the deep friendship and two-way running between Kuaishou fans and anchors. It is reported that this song will be officially launched on June 12.

This is also the reason why more and more top anchors in the industry choose Kuaishou and take root in Kuaishou. Now, the arrival of Tuziya has undoubtedly added another "strong general" to Kuaishou's top anchor lineup, and also made people in and outside the industry see that Kuaishou's live broadcast ecosystem is bursting with stronger vitality.

Author: Aligu

Source public account: Xinbochang (ID: New_bc), focusing on live streaming, live e-commerce, and short videos.