Mr. Huang was mocked, and the duck-headed boy couldn't sell the goods: How far can ordinary people who are hit by traffic go?

How far can an ordinary individual who is hit by traffic go? The sudden popularity of Duck Head Brother and Mr. Huang is not surprising in this era where traffic is king. But how to extend the life of one's traffic after reaching the peak overnight is more important. The author of this article has some objective analysis on this, let's read on.

When an ordinary person unexpectedly becomes popular and reaches the peak of traffic overnight, where will the road ahead go?

Recently, Duckhead Brother, who unexpectedly became popular in the Zibo barbecue boom due to his handsome appearance, officially started his own live streaming business. As of press time, the account @梓博鸭头小哥 has conducted many live streaming sales, with an average sales volume of 100,000-250,000 yuan per session.

Before starting live streaming to sell goods, this "traffic star" of Zibo Badaju Market choked up several times during a late-night live broadcast, saying, "Many people only look but do not buy in front of his store, which makes his store appear to have a lot of traffic, but the sales are the lowest on the entire street" and "I am now an unemployed vagrant." The relevant content was even searched hotly on Weibo, causing many netizens to speak up for him.

Image source: Screenshot of @梓博鸭头小哥's Douyin live broadcast room

Soon after, Brother Yatou "gave up" his offline duck head business and turned to the live streaming e-commerce track, trying to create more possibilities with the sudden traffic that came to him.

It is worth noting that shortly after "Duck Head Brother" started selling goods, Ms. Huang, a beautiful kindergarten teacher who became an overnight sensation because of a nursery rhyme "Dig, Dig, Dig", also began to try to "transform" after experiencing the "live broadcast reward" storm. On May 20, she attended an event with the director of the Suizhou Culture and Tourism Bureau to jointly promote the Suizhou Beautiful Countryside Life Festival.

"Duck Head Brother" and Mr. Huang are undoubtedly ordinary individuals chosen by traffic. Their sudden popularity came without any signs and caught them off guard. While being shrouded in light, shadows gradually emerged. While gaining a lot of attention, doubts and dissatisfaction followed. Judging from the sales performance of Duck Head Brother and the public feedback after Mr. Huang appeared, it is not easy to grasp this sudden traffic.

1. Duckhead Brother: After becoming famous, he quickly entered the live streaming sales track

The first live broadcast of Yatou Xiaoge was a special live broadcast in cooperation with the Langsha brand. Before that, he was personally hired by Weng Rongjin, the richest man in Yiwu and chairman of Langsha, as the "brand recommendation officer" of Langsha.

At 9 am on May 18, at the headquarters of Langsha Group in Jinhua, Zhejiang, Duckhead Brother officially opened the curtain of his live broadcast business. During the period, Langsha Chairman Weng Rongjin also appeared in the live broadcast room and brought many Langsha staff to help Duckhead Brother. The products brought by the live broadcast were mostly clothing and underwear under the Langsha brand.

Although backed by a well-known brand, from the perspective of personal expression, the first experience of the duck head brother's live broadcast was full of "pitfalls". The reason why the duck head brother, who specializes in selling Quzhou duck heads, can attract attention in the barbecue gathering place is largely due to the strong contrast between his handsome face, muscular body and social phobia , especially the kind of helplessness he showed when surrounded by enthusiastic people, which aroused users' sympathy and desire to protect him.

Shyness and social phobia offline may be the weapon for Duck Head Brother to attract fans, but this trait undoubtedly seems out of place in the live broadcast room.

Watching the entire live broadcast, compared to the live broadcaster, the duck-headed boy was more like a reserved mascot: he wore a mask throughout the whole broadcast and never showed his face; because he was not familiar with the products and live broadcasting techniques, the product explanation was almost entirely done by the assistant next to him, and he occasionally made some irrelevant supplements; when he cooperated with the staff's needs to display the products, he looked at a loss when holding the products in his hands...

Image source: Screenshot of @梓博鸭头小哥's Douyin live broadcast room

Obviously, it was difficult for Duckhead to adapt to this field after switching from offline to online. His unprofessional performance caused many netizens to criticize him, and the number of people online in the live broadcast room on that day gradually dropped from tens of thousands at the beginning to a few thousand. Despite this, relying on the popularity accumulated in the early stage, Duckhead's total sales reached 800,000 to 1.75 million yuan in the more than 8 hours of live broadcast on the day of his debut. The results are not amazing, but for a "pure amateur" who has just started live broadcasting, it is also impressive.

It is obvious that Brother Yatou’s switch to live streaming to sell goods was not just a whim.

Before he started selling goods, the update frequency of Yatou Xiaoge's Douyin account increased significantly, and the content he posted covered many fields such as talent, finding relatives, and public welfare propaganda, which showed his great dedication. On the other hand, on May 5, Yatou Xiaoge and several shareholders established "Shandong Yiya Xiaoge Food Co., Ltd." and served as its financial director. The company's business scope included Internet live broadcast services (on May 19, the company's financial director changed, and the reason is still unclear).

After the first live broadcast, Brother Yatou conducted several more live broadcasts, including a special live broadcast for the Hansu brand.

In the following live broadcasts, the condition of the duck-headed boy has improved significantly. He took off his mask and tried the product. Although he was still not familiar with the product, his aura became more confident and he was no longer the socially anxious person he was before.

Image source: Screenshot of @梓博鸭头小哥's Douyin live broadcast room. The status has improved, but the results have not kept up. According to Chanmama data, in the Hansu special on May 24, the sales of the duck head brother's live broadcast room are expected to be 250,000-500,000. Since the live broadcast on May 18, the average sales of the duck head brother's live broadcast room is 10,000-25,000, and the average UV value is only 0.2.

The less-than-ideal sales performance is accompanied by the loss of fans. According to Kass, after starting the sales business, Yatou Xiaoge's Douyin account has lost 32,000 fans. Some fans are dissatisfied with him using his popularity and traffic to make money, while others are dissatisfied with his unprofessional performance in the live broadcast room.

2. “Dig and dig” Teacher Huang: Exploring more possibilities amid controversy

Two days after Yatou brother started live streaming to sell goods, @音乐老师花开富贵黄老师, who gained nearly 8 million fans with the nursery rhyme "Dig, Dig", also took another new attempt after becoming famous.

Image source: @Music teacher Hua Kai Fu Gui Douyin video screenshot

On May 20, Mr. Huang appeared at the Beautiful Rural Life Festival in Suizhou, Hubei as a volunteer of the China Rural Development Foundation, and conducted an outdoor live broadcast with Director Jie of the Suizhou Culture and Tourism Bureau to promote tourism for his hometown.

For Teacher Huang, participating in official charity activities with huge traffic will undoubtedly bring her more positive energy labels, which will undoubtedly help her future career development.

However, the reality was not what they wanted, and many netizens focused on the state of Ms. Huang in the Reuters photos or videos on the day of the event. Many people complained that she "smiled too hard" and "was too different from the sweet look when she sang "Wa, Wa, Wa".

Although Director Xie, who was present at the event, came out to explain that Teacher Huang was unwell that day and could only appear without makeup, so she looked a little haggard, and some enthusiastic netizens took the initiative to speak up for her, but to this day, under Teacher Huang's latest Douyin video, there are still many netizens making fun of this matter.

In fact, soon after being favored by the overwhelming traffic, controversy along with the honor came to Teacher Huang.

Soon after Huang became famous, he opened a live broadcast room. When it was most popular, the number of viewers for a single live broadcast could reach tens of millions. At the same time, since the live broadcast room opened the reward function, enthusiastic fans did not hesitate to spend money and gave many luxurious gifts one after another.

The rapid cash-in behavior soon attracted the dissatisfaction of many onlookers, and rumors and doubts began to fly everywhere . Some people questioned that she was a packaged internet celebrity from the beginning, not a preschool teacher, and that she became popular because of hype; some people said that she had plastic surgery and heavily photoshopped her photos, and her appearance on camera did not match her real life; some people said that she dug out 2 million yuan and a house in the live broadcast room, and some people said that she had resigned and was preparing to be a full-time internet celebrity...

Faced with overwhelming rumors, Mr. Huang's account was forced to stop updating for a week. Then he released a special video in response, saying that he had been engaged in Orff music education for 7 years. The original intention of posting the video was to record teaching and convey the joy of music. He has never claimed that he is the original author of this nursery rhyme; he has not had plastic surgery, nor has he seriously photoshopped his photos; he has neither signed a contract with a company nor has a professional team; although he has received rewards in the live broadcast room, it is far from exceeding millions; he will continue to insist on music education in the future and do some charity activities through his influence.

Image source: @Music teacher Hua Kai Fu Gui Douyin video screenshot

After posting this video, Ms. Huang turned off the reward function in her live broadcast room and began to look for a more "respectable" outlet for her traffic. After attending this public welfare outdoor live broadcast on May 20, she went into the Douyin live broadcast room with the director of the Culture and Tourism Bureau of Qianjiang City, Hubei Province, on May 21 to promote the lobster festival being held in Qianjiang. Nevertheless, judging from the series of criticisms that the event has attracted, Ms. Huang's "transformation" does not seem to be smooth.

How far can ordinary individuals hit by traffic go? The sudden popularity of Duck Head Brother and Mr. Huang is not surprising. After the rise of short videos, it is no longer a new thing for ordinary individuals to be hit by sudden traffic.

The phrase "Here comes my brother" has made the enthusiastic and cheerful Northeastern Yaozi sister popular, and this ordinary greeting with a strong Northeastern flavor has also become the champion of the top ten buzzwords on Douyin in 2018; "Xiao Huihui" Zhang Huiying, who dances in front of the hot pot restaurant in a Xiuhe costume to welcome guests, attracted many onlookers with her enthusiasm and seriousness, and became the "hot pot sister" with a monthly increase of more than 4 million fans; "Lijiang Pomegranate Brother", who is an English teacher during the day and sells pomegranates at night, has been on Douyin screens for a long time because of his sincerity and talent, and his city Lijiang has also attracted more attention due to his influence...

Before Brother Yatou and Mr. Huang, we have witnessed many ordinary individuals who unexpectedly became popular. The favor of traffic often comes unexpectedly, and ordinary individuals who are accidentally "hit" may be at a loss at first, but after reacting, no one wants to miss this gift of fate. After all, the shelf life of this gift is not stable, and it is often accompanied by many controversies.

Therefore, for every ordinary individual who becomes famous unexpectedly, it is undoubtedly an unquestionable thing to quickly seize the temporary traffic dividend and explore more possibilities in life.

But at the same time, we have to admit that people or things that can quickly capture user interests and attract a large amount of traffic in a short period of time are often due to some superficial qualities, sometimes it is appearance, sometimes it is unique characteristics, and sometimes it is brainwashing and easy-to-follow melodies. These surface characteristics are too "fragile", too easy to attract harsh scrutiny, and too easy to be "broken up". If you want to extend the life of the traffic that cares for you and convert it into real benefits, you undoubtedly need to find a more solid support and a more convincing core.

Take Brother Yatou as an example. There is nothing wrong with him starting live streaming to sell goods after he became famous. However, due to his insufficient preparation, such as insufficient professional ability and product selection that is not in line with his personal characteristics, it is not only difficult for him to convert his own traffic into more substantial profits, but it may also damage his fragile popularity and accelerate the demise of his traffic.

The traffic that "accidentally" befell Duckhead and Mr. Huang has not yet completely dissipated, and they are still struggling to move forward between glory and right and wrong, looking for more possibilities for themselves. And the next ordinary individual who will be hit by the traffic is already on the way.

Author: Yue Yao

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