The inspiration behind Dong Jie’s 30 million yuan sales on Xiaohongshu live streaming

This article focuses on Dong Jie's achievement of 30 million yuan in sales through Xiaohongshu live streaming, and puts forward four judgments and inspirations. It is recommended for those who want to know more about Xiaohongshu live streaming sales.

From Dong Jie’s achievement of 30 million in sales through live streaming on Xiaohongshu, the author draws four conclusions and inspirations: what Xiaohongshu users need is the “good old style” live streaming.

The platform reflects the differences among the crowd, so the live broadcast method must also change to cater to the crowd. Through the list of products sold by Dong Jie during the live broadcast, we can reflect on the consumption preferences of the Xiaohongshu group and the consumption trends of the new generation of women.

We can give up low prices and produce high-quality products to give the brand a tone, and understand that users have shifted from buying low prices to focusing on quality of life. As a brand merchant of Xiaohong Book Planting , Xiaoshuhong's live broadcast layout should also continue to be strengthened .

1. Xiaohongshu’s “Good Times” style live broadcast

What Xiaohongshu users need is a "peaceful and peaceful" live broadcast, which is the differentiation of the platform's population, so the live broadcast method must also change to cater to the population.

In Dong Jie's live broadcast room, there is no "321 link", no "kick the order" and no "dear beauties".

When selling products, Dong Jie said: "Look first, then be patient, you don't have to buy it right away, maybe look at it a few more times, and when you really understand it and like it, then buy it."

When the live broadcast ended, Dong Jie said: "The night is beautiful tonight, and the wind is gentle." The biggest feeling Dong Jie gives people is sincerity. Different from other live broadcast rooms, Dong Jie's indifference is the kind of soft and gentle voice, not impatient or anxious. She patiently explains each product in detail, just like chatting with friends, which makes people feel comfortable.

We can see that the things in the live broadcast room are not cheap, and are even relatively expensive for many consumers. Some netizens flooded the screen with comments in the room, saying, "Without a five-digit amount, you can't get out of Dong Jie's live broadcast room." Others lamented, "I like it, but I really can't afford it."

In her live broadcast room, I didn't see any forced sales, nor did I see the rhetoric of "after today, there will be no such price as today". From selling at low prices to live broadcasts of "good times", grasping the current needs of users and making adjustments, all of them are the best pain points for selling goods.

2. What is the direction of Xiaohongshu behind Dong Jie’s live broadcast?

Through the product list in Dong Jie's live broadcast, we reflected on the consumption preferences of the Xiaohongshu group and the consumption trends of the new generation of women . Users' consumption preferences reflect the new thinking and higher attitude towards quality of this consumer group.

The popularity of live-streaming products also reflects the consumption characteristics of modern young women, who use social media extensively, listen to product recommendations from influencers and bloggers, and are happy to seek inspiration and build social relationships online. When purchasing goods, they pay more attention to factors such as quality, health, and environmental protection, which is also the concept that Xiaohongshu has always adhered to.

These consumption preferences reflect the new thinking and higher attitude towards quality of this consumer group. For companies, understanding and grasping these trends can better meet consumer demand, improve brand credibility and enhance market competitiveness.

In different fields, we focus on presenting different market segments, and through full understanding of consumer needs and trends, we continue to innovate and make breakthroughs . Now, under the trend of live streaming sales, the healthy development of the platform and the feedback of user needs can achieve a win-win situation for the platform and users.

3. Give up low prices and focus on quality of life

Give up low prices, improve product quality, make the brand have a tone, and see that users have shifted from buying low prices to focusing on quality of life. Dong Jie first attracted fans on Xiaohongshu with her cooking videos. After the divorce, she took her son back to Dalian to live with her parents. She didn't produce many works, and the focus of her life shifted to life. </

Blind guess is probably to relieve the depression of the collapse of her personality. Dong Jie devotes herself to life wholeheartedly. She is a rare person in the entertainment industry who truly studies the daily necessities, shopping, and the fun of life like ordinary people. The author Zhuang Jun counted that a total of 51 products were launched on February 24. [Zhuang Jun] will focus on disassembling 3 products today: BUKET bags, Yuledao breakfast, and Afu essential oil , and analyze them from the perspectives of product positioning, product selection direction, and user needs.

(1) High-priced niche bags

Judging from the essence of the product, it can be said that there is no difference from other live broadcast rooms. Dong Jie said: This bag will always be a good bag in your cabinet. For high-priced products, user demand is far greater than the product selling point. They will make category choices because I lack a bag of this type.

The price of 3999 is targeted at mid- to high-end users. Among the 51 products in Dong Jie's live broadcast room, it has driven the development of mid- to high-end categories and also opened up a new trend in live broadcasting.

(2) Lazy Quick Breakfast

This [Youledao] quick breakfast for lazy people is mainly targeted at office workers who don’t want to make breakfast. It is quick and filling, and it meets the needs of working people who have to commute for an hour or two. We can see that the price of this product is still higher than the oatmeal on the market.

(3) Afu essential oil

The sales volume of Afu essential oil in Dong Jie's live broadcast room is relatively high, ranking No. 1 in the sales list of beauty and skin care products. Dong Jie also did a lot of homework when selecting products, and all of them are excellent products selected after personal trial. The main function of this product is anti-aging, which is targeted at young girls over 20 years old, and users with purchasing power in the same age group as Dong Jie.

Most of the users who watch Dong Jie's live broadcast room are between 20 and 35 years old. They are in the stage of preventive anti-aging and initial anti-aging, and they have a strong demand for anti-aging.

Dong Jie implants her own feelings and reasons for liking each product, and promotes the product to users from a more intuitive perspective. Although the introduction time for each product is limited, she still explains the product in a gentle and gentle voice. When Dong Jie selects high-priced products, she is also targeting the crowd. Without the 9.9-priced products, she can accurately identify the user group.

We have picked out some comments about Dong Jie's product selection. Consumers' feedback is that the products Dong Jie selects are more elegant and suitable for users of different age groups. When choosing products, Dong Jie truly thinks from the consumer's perspective and combines them with the consumer's actual needs.

4. Xiaohongshu Live Streaming Layout

As a brand merchant that has been recommended by Xiaohongshu, you need to plan and continue to strengthen your Xiaohongshu live streaming. This is a change in trend. Today, Tmall's traffic costs are high, and this year's Double Eleven will not return to its previous peak. Small and medium-sized brands can make use of the Xiaohongshu platform, whether it is selling goods through Xiaohongshu live streaming or opening a Xiaohongshu store to sell goods.

In the past, Xiaohongshu itself vigorously promoted the e-commerce closed loop and Xiaohongshu live broadcast. Now, with the changes in various industry trends , merchants are choosing better platforms to reside on, or leveraging power. The choices of Xiaohongshu and merchants are gradually focusing. This is a manifestation of joint efforts. This year's Xiaohongshu e-commerce growth will definitely be much faster than in previous years.

If the product has a relatively high average order value and is a mainstream product on Xiaohongshu, then you can start live streaming. For example, a certain skin care product has an average order value of over 1,000 yuan, and a set costs nearly 4,000 yuan. Its monthly live streaming sales on Xiaohongshu are around 10 million yuan, and the GMV of Xiaohongshu sales is close to 100 million yuan a year. This product is suitable for women with high spending power on Xiaohongshu.

We will analyze the specific gameplay when we have time. For the files on opening a Xiaohongshu store and Xiaohongshu live broadcast, add RWCM1486 to receive

5. New opportunities in the Xiaohongshu live streaming industry

After Dong Jie's two live broadcasts on January 13, her followers increased by nearly 500,000. Today's GMV has reached 30 million, with over 2.2 million people watching her live broadcasts. She has been ranked No. 1 on the popularity list for six consecutive hours. I guess even Dong Jie herself could not have imagined that two live broadcasts would bring such a high GMV.

Dong Jie's account persona is mainly a person who lives a "Dong" life. She goes shopping, has nutritious breakfasts, rides outdoors, etc. It is not difficult to see that she really loves to "show off" when it comes to enjoying life. From Dong Jie's Xiaohongshu account, she shows her bare face, short hair, simple outfits, and delicious food in her daily life. She is real and down-to-earth. When users see her, they don't even think that she is a star, which instantly shortens the distance between her and users.

Dong Jie's live broadcast has unexpectedly hit the market. Whether it was an accident or intentional, we don't know. However, aside from her star effect, Dong Jie's live broadcast has sold well and set off a big wave in the industry. After the Xiaohongshu platform supported e-commerce live broadcasting, many large and small businesses have flocked to the Xiaohongshu live broadcast section. In this red ocean, how can businesses stand out and become the top of the category list? Let's take a look at the explosive points of Dong Jie's live broadcast room:

1. People: Dong Jie has been posting the [Dong Life Series] on Xiaohongshu for two years. Both her identity and personality make people "addicted".

2. Goods: She selects products according to the preferences of Xiaohongshu users and pays more attention to quality rather than low prices.

3. Scene: Dong Jie’s live broadcast room is a family-style live broadcast with a simple and warm background. We can see the matching of Dong Jie’s live broadcast room: sofas, home lamps, background paintings, mirrors, carpets, pillows, plants, flower ornaments, etc., users.

4. Atmosphere: Dong Jie’s live broadcast room gives people a feeling of being a “clear stream” in the live broadcast industry. She is gentle and elegant in her conversation, which forms a contrast with other noisy live broadcast rooms.

5. Create a contrast: We have seen many live broadcast rooms, all of which have products to attract traffic, but Dong Jie’s live broadcast room does not have that, and she does not carry products that she has not used.

6. Speaking speed: Speak slowly, in line with the style in your own video, so that people can remember it at a glance. At the same time, when introducing the product, include feedback from people around you and your family to ensure that the product is worth buying.

From this, it can be seen that what are users looking for in Dong Jie’s live broadcast room?

(1) Rigorous product selection: Judging from Dong Jie’s product selection, the products are in line with the aesthetic tastes of most users, and the consumer group has been determined when selecting the products, and the product selection process is very comprehensive.

(2) Live broadcast atmosphere: The voice is gentle and the audience is serious and patient. Users have a strong sense of participation and will truly immerse themselves in the scene of using the product.

(3) Slow-paced live streaming: There is no advanced rhetoric, no hawking, and the product is introduced seriously. Consumers buy if they think it is suitable, and watch if it is not suitable. The average viewing time of the live streaming is 6 minutes, which shows that Xiaohongshu users like Dong Jie's rhythm and method of bringing goods. For Xiaohongshu users, Dong Jie's live streaming method is different from other platforms' live streaming methods. At the same time, users have a better experience, are more willing to buy, and have a stronger sense of active sharing.

For merchants on Xiaohongshu, "The Good Years"-style live streaming has become a new way to sell goods on Xiaohongshu, bringing new opportunities to merchants who want to enter the live streaming section. Differentiated live streaming will become the new traffic code.

For the Xiaohongshu platform, there are new breakthroughs in the live broadcast sector, which will attract merchants to better choose Dong Jie's way of selling goods and start a new wave of live broadcasts. This is undoubtedly an opportunity in the live broadcast field of Xiaohongshu.

As the nature of Xiaohongshu's content community becomes stronger and stronger, e-commerce live streaming will become Xiaohongshu's main force. Nowadays, personal pages, follow pages, recommendation pages , etc. can directly jump to the live broadcast room.

Many users think that Dong Jie has made a lot of investments and then tried to whitewash herself. To be honest, after seeing many posts praising Dong Jie's live broadcast, I also had doubts. Some users also think that she is a breath of fresh air in the live broadcast industry.
Now that I have disassembled her live broadcast room, I personally agree that Dong Jie has the strength to get out of the trough, and this strength particularly inspires every audience in front of the camera.

In Xiaohongshu, the sincere sharing and sincere promotion of products by influencers are the principles and keys to building word-of-mouth and accumulating fans. The same is true for the selection of products by influencers . They should not promote products just for the sake of promoting them, but sell products because of demand.

Dong Jie's 30 million live broadcasts on Xiaohongshu are not an outstanding achievement in the live streaming industry, but if we look at the products Dong Jie sells on Xiaohongshu, the average order value, brand positioning, merchant profit margins, and the quality of the crowd, these are all the right path that brands are pursuing.

Based on the four points summarized by Zhuang Jun above, we can infer the preferences of the platform users from the "Good Times" Xiaohongshu live broadcast and the product list of selected products, and then analyze Dong Jie's Xiaohongshu live broadcast room. Finally, we look at the trend changes of Xiaohongshu e-commerce this year. We can know that behind the Dong Jie phenomenon is the change in population consumption.

Author: Zhuang Jun

Source: WeChat public account "Zhuang Jun (ID: zhuangjunweixin)"