Another Xin Jifei? "Food profiteer" reveals industry insider information, gains millions of followers in a week

Recently, two dark horse accounts have appeared in the food industry: "Linqiyegou" and "Jianshang Pangding". They became popular for revealing the inside story of the near-expiry food industry and are known as the "Xin Jifei" of the near-expiry food industry. In this article, the author analyzes the two accounts in detail. Let's take a look.

"Xin Jifei taught us to read the ingredient list, and Ye Gou and Jigglypuff taught us to read the expiration date."

Recently, two dark horse accounts have appeared in the food industry: "Linqiyegou" and "Jianshang Pangding". They call themselves "food profiteers" and became popular for revealing the inside story of the expiring food industry. Their followers increased by over one million in a week and they are called "Xin Jifei" of the expiring food industry.

In fact, they are ultimately for attracting investment and bringing in goods. After becoming popular, they quickly used traffic and popularity to bring in goods, from being an unknown small anchor to now bringing in 750,000 goods in a single show, which has increased several times.

Revealing the inside story of the food industry seems to be the new traffic code. However, after becoming popular, they inevitably accept more scrutiny from consumers and are also facing the question of "false advertising" because their products are not the lowest price...

1. “Food Profiteer” gained millions of followers in 7 days

"Can I still make money by selling a bottle of Coke for one dollar? Others can't, but I can still make 50 cents."

This is a work by short video expert @尖商胖丁, published on April 2. The video is titled "Swindler reveals 40-cent Coke" and has received 245,000 likes on Douyin and 145,000 likes on Kuaishou.

In the video, he revealed the sales routine of the highly profitable beverages, allowing netizens to see the unknown inside story of the near-expiry food industry: the unlimited Coke in the buffet was unsalable when it was close to expiration. Therefore, a person who specialized in food resale bought these Cokes, and bought more than 20,000 bottles, all of which were genuine, with almost no purchase cost, and then sold them to consumers at a low price of 1 yuan per bottle, with a profit of more than 250% per bottle.

This video is one of the popular works of the sharp businessman Pang Ding, which has aroused many netizens' discussion about the huge profits of expired food. Some netizens even asked the author in the comment section whether he would sell expired Maotai...

Up to now, Pang Ding, a sharp businessman, has released 21 videos in the series of "unscrupulous businessmen exposing themselves", with the number of likes ranging from 10,000 to 200,000.

Coincidentally, another expert named @临期也狗, like 尖商胖丁, has also become popular recently for revealing the inside story of the expiring food industry. Whether in terms of personality positioning or content creation, 临期也狗 is very similar to 尖商胖丁.

Linqiyegou joined Douyin in April 2021 to post videos. So far, it has updated 229 videos and received 3.58 million likes. Jianshang Pangding opened a Douyin account as early as January of the same year. They have been exposing the routines of the near-expiry food industry.

But before that, Linqiyegou and Jianshang Pangding were not the best in the industry in terms of their works or fans. It was not until early April this year that these two unknown talents suddenly became popular on Douyin with videos of peach sparkling water, daily nuts, chocolate, etc., attracting the attention of many netizens.

In the video, they called themselves "swindlers" and revealed the "swindler routines" of near-expiry foods to the outside world, while selling these near-expiry foods to consumers offline. The language was sharp and ruthless, the video style was funny and down-to-earth, and the author's slightly "sarcastic" expression made netizens extremely addicted.

"The mall sells over 50 brand name nut gift boxes, and they are recycled for 8 yuan two months before they expire."

“A pirated Red Bull worth 40 cents is sold for 6 yuan”

"5,000 cartons of stocked milk can be used to buy a BMW 3 Series"

It is precisely by relying on this kind of self-exposure routine that is both "sincere" and "self-deprecating" that the two have mastered a new secret code for traffic. Netizens say that they "focus on sincerity", which does not affect their status as unscrupulous businessmen while exposing the inside story of unscrupulous businessmen.

Although the number of likes for these videos is not high overall, the popularity they bring is not low.

According to Guoji.Feigua data, Linqiyegou has gained 1.056 million followers on Douyin and 90,000 followers on Kuaishou in the past seven days; Jianshang Pangding has gained 790,000 followers on Douyin and 245,000 followers on Kuaishou in the past seven days. Currently, Linqiyegou has 1.94 million followers on Douyin and 880,000 followers on Kuaishou; Jianshang Pangding has 2.5 million followers on Douyin and 1.37 million followers on Kuaishou, respectively.

2. Seemingly revealing secrets, but actually bringing goods

It seems that these two "food profiteers" are revealing the inside story of the food industry and reminding consumers to pay attention to food safety issues. In fact, they are still trying to promote products.

"Authentic milk is 19.9 yuan for a box of 12. If you like it, place your order now."

However, judging from Linqiyegou's performance, he is not lacking in live streaming experience. Not only is his live streaming speech very professional, he also has a better understanding of product selection.

When the new broadcaster entered the live broadcast room, he found that the number of people online in the live broadcast room had reached more than 9,600. In the end, the total number of viewers of this live broadcast reached 994,000, with a maximum of 14,000 people watching online at the same time, bringing sales of 50,000-75,000, and a single-game GMV of 500,000-750,000.

According to data from Guoji Feigua, Linqiyegou has held 6 live broadcasts in the past 7 days, with sales of 250,000 to 500,000 yuan and a cumulative GMV of 1 million to 2.5 million yuan. Among them, the best live broadcast was on April 10, with 1.33 million viewers, a peak of 17,000, sales of 75,000 to 100,000 yuan, and a single GMV of 750,000 to 1 million yuan.

It can be seen that the main products sold in Linqiyegou’s live broadcast room are food and beverages, accounting for as high as 98%, and the average customer unit price is very low, only 10.64 yuan. The best-selling products are Red Bull drinks, Telunsu milk, Daily Dark Chocolate, nuts and other products.

The same is true for Jianshang Pangding. Data shows that Jianshang Pangding has broadcast live on Douyin 4 times in the past 7 days, with an average of 887,000 viewers per broadcast and a maximum of 22,000 people watching online at the same time. The sales volume is 250,000 to 500,000, and the sales volume of live broadcast is 1 million to 2.5 million.

Long before they became famous, Linqiyegou and Jianshang Pangding started selling goods through live streaming on Douyin, but the sales data were very average.

Starting from April 5, the audience and sales of Linqiyegou's live broadcast room began to show a significant increase, from the original highest sales of 100,000 to 250,000 to the current single-game sales of over 750,000, and the sales performance has increased several times. The same is true for the live broadcast room of Jianshang Pangding.

It is not difficult to see that although the two seem to be "suicidal" in exposing industry secrets, they are actually just attracting traffic through short videos. Content creation is not their focus, and the ultimate goal is to sell goods through live streaming.

Under the video of the two, someone said: "You thought he was exposing himself, but he was actually attracting investment."

Linqiyegou and Jianshang Pangding are individual merchants engaged in reselling near-expiry food.

In the video, the top businessman Pang Ding revealed that he entered the near-expiry food industry in 2019 and got to know hundreds of bosses, distributors, brands, etc. in the near-expiry food industry. He purchased these near-expiry foods and sold them all over the country.

Linqiyegou said in a video that self-media is a process of exaggeration. More than 98% of Internet bloggers will describe individual cases as normal in order to attract traffic. He also said frankly: "The end of short videos is either selling goods or selling courses." He also directly called himself an "old leek in the food industry" and that self-media bloggers and online live broadcasts are just a way to seek new paths.

3. How long will the heat last?

"Xin Jifei taught us how to read the ingredient list, and Ye Gou and Jigglypuff taught us how to read the date."

After Linqiyegou and Jianshang Pangding became popular, many netizens believed that those who dared to speak out were true heroes and called the two the "Xin Jifei" in the near-expiry food industry.

From the perspective of fan portraits, more than 80% of the audiences of Xin Jifei, Linqiyegou and Jianshang Pangding are male. The reason why they became popular is not only because of their distinctive personalities and explosive videos, but also because consumers are paying more and more attention to food health and safety, and the continuous rise of content creation directions such as "revealing secrets" and "fighting counterfeiting".

Last September, Xin Jifei and Liu Song, known as the "Breaking Bad" pair, emerged out of nowhere and became an internet sensation by revealing the inside story of food processing, bringing the topic of "technology and hard work" into the spotlight. Revealing the inside story of the food industry has thus become a new trending code.

The character positioning, creative direction, and even video style of Yegou and Pangding are very similar to Xin Jifei. Although one focuses on the field of food additives and the other focuses on the field of food shelf life, they are essentially related to food safety.

After Xin Jifei became famous for his technology and hard work, the content of his videos caused a lot of controversy. Not only was he criticized by the official food media, but he was also "reminded" by the platform.

Yegou and Pangding's areas of focus and video styles are very similar to Xin Jifei's, so it is possible that they will face the same problems as Xin Jifei in the future. Under a video released by Yegou revealing the cost of receiving coconut water, a netizen commented: "You have offended the coconut tree."

However, compared to Xin Jifei, Ye Gou and Pang Ding appear to be much more flexible. They have labeled themselves as "profiteers" from the very beginning and have made no secret of their ambitions. They will not face the risk of personal image collapse due to seeking commercialization after becoming famous.

However, some users have reported that some of the products listed in the live broadcast rooms of Yegou and Pangding are more expensive than those in other live broadcast rooms or even flagship stores, but they have been promoting the "lowest price" in the videos, which disappoints netizens who flock to the live broadcast rooms for the sake of cheapness.

From Xin Jifei to Lin Qiyegou, both became famous for revealing the inside story of food. Now, facing the sudden popularity, the two have embarked on the road of live streaming and inevitably accepted more scrutiny from consumers. They are also facing the question of "false propaganda" because their products are not the lowest price...

It can only be said that everyone has their own abilities to become famous. They caught the traffic code of "revealing the inside story of the food industry" and quickly became famous in a short period of time, and were able to achieve breakthroughs in the increase of fans and sales data. However, how long this wave of popularity will last and whether they will become the next Xin Jifei still depends on the subsequent content output and sales performance.

Author: Xiaolongguo

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