Without investing in traffic, he sold 10,000 orders in 10 days. Xin Jifei of "Technology and Hard Work" has already entered the market to bring goods

Xin Jifei, who became popular online for revealing the "technology and hard work" of the food industry, has also started to sell products. This article introduces how Xin Jifei started the IP slicing game, the effect of IP slicing game on selling products, and how to balance personality and commercialization. Let's take a look.

Do you remember Xin Jifei, who became popular on the Internet for revealing the "technology and hard work" in the food industry? He has also started to sell goods, but not live broadcast, but short video + IP slice authorization.

According to statistics from Xinbochang, there are as many as 523 accounts related to Xin Jifei on Douyin. They post a large number of Xin Jifei's short video content and live broadcast clips to promote products. A screenshot posted by an industry insider on WeChat Moments shows that they entered the Xin Jifei matrix and received 10,000 orders in less than 10 days, purely organic flow and 0 investment.

Since Xin Jifei became popular in September 2022, there has been constant discussion about whether he will bring goods due to the huge traffic blessing and the close proximity of content and products. Now, Xin Jifei has confirmed the speculation of commercialization. Although he is still relatively restrained at present, it may only be a matter of time before he starts live streaming to bring goods.

1. Xin Jifei starts playing with IP slicing

Xin Jifei started selling goods.

On April 2, Xin Jifei released a short video. In the video, he held a 1L bottle of Coco Tree coconut juice and explained to the camera the safety of food additives in coconut juice. At the end of the video, he imitated the brand's advertising slogan: "Brother Fei has been drinking Coco Tree coconut juice since he was a child", and also imitated the signature action of Xu Dongdong, the spokesperson for the Coco Tree brand.

This is not the first product promotion video released by Xin Jifei. As early as early December 2022, Xin Jifei updated a work titled "Matsutake, MSG, and Chicken Essence are all delicious!", in which he introduced the brand's Mingriweibai's Matsutake seasoning.

Afterwards, products such as Gaga Soy Sauce, Fuxing Island Sea Cucumber, Sino-German Tea Unbounded Organic Black Tea, JANE Durian Thousand Layer, and Bobcat Superman Durian appeared in Xin Jifei's videos one after another.

Previously, he repeatedly emphasized in videos that he made short videos not for making money, but just to expose the truth about the food industry. Now he has begun to frequently publish brand advertising content. This move has caused dissatisfaction among netizens, who believe that what he did is tantamount to "slapping himself in the face."

Commercialization is not something that cannot be put on the table. However, the influencers should not rush to establish a "clean stream" persona in the early stage, otherwise they will face many new problems when they start to realize the value.

Xin Jifei himself once responded in a video, saying that while he wanted to do charity (i.e. popular science and anti-counterfeiting), he also wanted to earn some money to marry a wife, but at the same time he would have high standards for product selection.

In addition to posting his own sales videos, Xin Jifei’s other way of monetizing is through IP slicing authorization.

Soon after Xin Jifei responded, someone in the industry circle of friends in Xinbochang posted a poster of Xin Jifei's IP slice authorization. At the end of February of the same year, Xin Jifei himself appeared on the Douyin account of @辛吉飞小助手 and officially announced the matter.

Currently, when searching for "辛吉飞" on TikTok, in addition to his own account and @辛吉飞小助手 account, there are also a large number of accounts with the nickname "辛吉飞". Some of them are marked with information such as "authorized", while others emphasize information such as "selected", "good stuff", "live broadcast selection", "good stuff recommendation", etc. These are almost all authorized accounts of Xin Jifei's IP slices, using Xin Jifei's short videos and live broadcast content to promote products.

From Xin Jifei’s video and the information on the slice authorization account homepage, we know that Xin Jifei’s IP slice authorization is handled by an organization called Goumao.

According to Qichacha, the major shareholder behind this organization is Goumei, an e-commerce live streaming service provider founded in 2016. It has achieved good results on Taobao Live earlier and is a leading organization in the industry.

Goumei founder Zheng Junchao told Xinbochang that he was not responsible for the specific business, but Xin Jifei's IP slicing authorization method was the same as Xiao Yangge's.

The IP slicing authorization method of Xiao Yangge has been circulated in the industry for a long time, and has a lot of impressive sales data. The core of this kind of gameplay is to use a large number of authorized accounts to achieve large-scale exposure for products.

However, unlike Xiao Yangge, Xin Jifei did not do regular live broadcasts, but only posted some short videos, so there were not that many materials for directly selling products. Many accounts only carried his works that did not sell products and some live broadcast clips, and some accounts did not even publish any works.

2. What is the effect of IP slicing in promoting products?

On the Guoji Feigua Douyin version, there are 523 Xinjifei and patch authorized accounts. Xinbochang counted the relevant information of the top 500 accounts:

Among the 500 accounts including Xin Jifei and Xin Jifei's assistant, 471 have followers in the range of 0-100,000, 24 in the range of 100,000-500,000, and 3 in the range of 500,000-1,000,000.

Among these accounts, 405 have released works in the past 30 days, of which 318 have released videos selling products, and 7 have started live streaming to sell products. Overall, these accounts are quite active, mainly selling products through short videos. Most of the short videos are promotional videos that Xin Jifei has posted on his homepage, and a small number are clips of his live broadcasts.

Therefore, in the past 30 days, there are only 69 accounts with sales through live streaming videos, of which 12 accounts have sales of over 100, only 5 accounts have sales of over 1,000, and the highest sales is only over 10,000. At the same time, there are only 5 accounts with sales through live streaming, and the sales performance is even more average.

The best performing account is @辛吉飞小助手. This non-IP slicing authorized account has generated sales of 200,000 to 500,000 yuan through video promotion in the past 180 days.

Xin Jifei was still relatively restrained, which led to the IP slicing authorization account lacking content materials, and ultimately performed poorly in terms of sales data.

However, unlike the data recorded by third parties, an industry insider recently used a screenshot of the background data in his WeChat Moments to affirm the influence of Xin Jifei's IP slicing: "10,000 orders in less than 10 days, 10 days in the Xin Jifei matrix, pure natural flow, 0 investment."

According to a Xin Jifei investment poster, the brand's cooperation rights include "Xin Jifei's slice distribution, 500 or more pieces of content are authorized to be released on the channel number trailer." It seems that Xin Jifei's sales are based on quantity. At the same time, this investment poster does not emphasize Xin Jifei's ability to bring goods, but emphasizes the traffic capacity of the "Xin Jifei" IP, and the number of views of related topics has reached tens of billions.

Xinbochang also briefly counted the traffic of Xin Jifei and his authorized accounts. There are 381 accounts whose works in the past 30 days have an average of 0-1000 likes, and 11 accounts whose works in the past 30 days have an average of 1000-5000 likes. There is only one account whose works in the past 30 days have an average of 10,000-50,000 likes or more than 50,000 likes.

It seems that the traffic of a single IP slicing authorized account is not good, but Xin Jifei's IP slicing strategy mainly wins through "large-scale exposure".

An industry insider analyzed that, first of all, Xin Jifei’s influence is relatively large, and secondly, the large-scale distribution of authorized accounts can bring strong exposure to the product.

Although Xin Jifei does not have a trailer, the direct conversion effect will be slightly worse, but with the current emphasis on the mall by Douyin e-commerce, video screen search and related searches within the site will also promote transactions. At the same time, with the support of the mall's operating logic, the product card can get a better recommendation position.

Xin Jifei's IP slicing authorization can be broken down into: first, brand promotion through oral explanations on the main account, and then large-scale exposure with the help of assistants and more than 500 authorized accounts. In terms of conversion, in addition to the small yellow car with videos and the homepage product showcase, the Douyin Mall operation mechanism will also be used to stimulate traffic recommendations. In addition to conversion, the entire logical link also plays a role in brand promotion.

3. Find a balance between personality and commercialization

For Xin Jifei, IP slicing authorization is not only for monetization but also for protecting his rights.

Around March 20, Xin Jifei said in an interview with the Beijing News that he returned to Douyin after canceling his Douyin account with 8 million followers because there were a large number of accounts using his image without authorization at the time, and he returned to protect his rights. At that time, Xinbochang discovered many accounts that quickly gained followers by reposting Xin Jifei's content.

There are mixed opinions about Xin Jifei among people in the industry and even among netizens.

In September 2022, Xin Jifei became an Internet celebrity by using various food additives to tinker with some common low-priced foods in our daily lives sold at roadside stalls, restaurants and e-commerce platforms.

He was dubbed the "Breaking Bad" by netizens, the additives used in his videos were jokingly called "Hextech", and the lines "technology and hard work" in Xin Jifei's videos became a hot topic.

Because the content touched the sensitive nerves of the public regarding food safety and the slightly exaggerated performance increased everyone's anxiety, Xin Jifei also caused a lot of controversy. The official Douyin personally stepped in to suggest that he soften the content.

But this move angered Xin Jifei, who cancelled his Douyin account in a rage, which won him the favor of many fans. Some people think he is "very tough", but others think he is just madly "establishing a persona".

Faced with the huge traffic and influence brought by the explosion of popularity and controversy, Xin Jifei not only cancelled his Douyin account, but also announced in October that he would quit the Internet. In the meantime, he appeared briefly on Kuaishou for a while, but did not choose to sell goods.

Soon, he returned to Douyin and registered a new account. In the early stage, his face was not shown in the account content. He went to supermarkets and shopping malls to look at some daily consumer goods from a first-person perspective, mainly judging the quality of products by the ingredient list, and sharing some experiences and skills.

When Xin Jifei showed his face in the video, the IP address of the account was transferred from Liaoning to Hangzhou. This move was also interpreted by the outside world as him starting to promote products.

Nowadays, in addition to continuing to popularize the science of food additives, Xin Jifei's works have also included content on counterfeit beauty devices, power strips and other products. At the same time, his external investment posters also mention daily necessities, personal care, small appliances and other categories that he has not covered in his content.

This change has also caused Xin Jifei to cause controversy in the industry again. Because he used his anti-counterfeiting personality to expose food safety issues earlier, which once made many brands feel guilty. Now, when cooperating with these brands, it is quite a "first step, then cooperate" model. Some industry insiders commented that he has become another "Dad Review".

Nowadays, Xin Jifei seems to be keeping a relatively restrained attitude towards commercialization. His main account does not open a product showcase, does not use the small yellow car when receiving business orders, and is also strict in reviewing products authorized by IP slices. In an interview with the Beijing News, he also said that many of the products reported by the team could not pass his test. In the future, when any of his products are enriched, he may consider live streaming to bring goods...

All this may be because he still needs to transform slowly, and find a balance between his original personality and current commercialization to avoid failure due to rapid transformation.

However, it may be only a matter of time before live streaming is used to sell goods.

Author: Aligu

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