The single-game GMV beats Brother Yang. What are the killer features of the dark horse anchor Mi Daodao?

As more and more people start to join the live broadcasting field to share the market, today's Douyin live broadcasting sales not only have to compete in selling goods, but also in selling content. In January this year, a Douyin dark horse anchor Mi Daodao broke through the siege and ranked third on the Douyin sales list. How did Mi Daodao do it? Let's take a look.

As the saying goes, "The camp is permanent, but the soldiers are transient." This sentence is probably the most appropriate to describe Douyin's algorithm recommendation mechanism. Because Douyin adopts an algorithm recommendation mechanism, many new anchors have the opportunity to break through the siege. In January this year, Douyin's dark horse anchor Mi Daodao ranked third on Douyin's sales list with a cumulative GMV of 132 million, second only to Jiao Ge Pengyou and Dongfang Zhenxuan.

According to Relang data, Mi Daodao held 15 live broadcasts on Douyin in January, listed 740 products, and had a maximum number of viewers of 5.089 million per broadcast, with an average of 2.278 million viewers per broadcast. However, Mi Daodao does not have an advantage in terms of fans. Although her GMV performance ranked among the top three, Mi Daodao only gained 532,000 fans in January. Currently, Mi Daodao has a total of 1.681 million fans on Douyin.

Although Mi Daodao does not have a solid fan base, she has repeatedly created GMV of tens of millions. What secrets does Mi Daodao have to bring goods? What inspiration can her live broadcast bring to dark horse anchors?

01 Selling down jackets like crazy, Mi Daodao becomes a dark horse anchor

Looking back at the history of Douyin, Mi Daodao started live streaming to sell goods very early. The products she sells are mainly clothing and underwear, and she also sells household cleaning products, beauty products, etc. She basically does about 40 live broadcasts every month.

However, since Mi Daodao has not mastered the tricks of live streaming and does not have an advantage in product selection and price discounts, her live streaming performance has always been mediocre, and she is a small and transparent existence among the massive number of Douyin anchors.

It was not until October 2022 that Midaodao's sales performance began to improve. At that time, winter was about to come, and Midaodao quickly targeted the down jacket category. The down jackets sold by Midaodao are mainly attractive in appearance and cost-effectiveness. Before each live broadcast, Midaodao would release a short video to warm up.

From the videos released by Mi Daodao, we can see that she sells a wide variety of down jackets. According to heat wave data, Mi Daodao currently cooperates with 26 brands, including well-known down jacket brands such as Xue Zhongfei, YaYa, and Luo Meng.

In the live broadcast room, Mi Daodao, with her hair tied into a bun, patiently explained the products to consumers. From her appearance, Mi Daodao has a graceful look and a slim figure, and has a unique advantage in selling clothing products.

Of course, what attracts consumers the most is still the price of down jackets. For the same brand, as long as you buy the exclusive down jacket of Mi Daodao in the live broadcast room, the price will instantly drop to 18% off. Many consumers have bought down jackets worth 199 yuan to 499 yuan, and generally feedback is that the down jackets are authentic and of good quality.

According to Douyin data, Mi Daodao's reputation for bringing goods is as high as 4.78 points. The sales of the recommended products exceed 100,000. About 612,000 fans follow her to buy goods. Mi Daodao also has 20 fan groups, of which 17 groups are full. Therefore, Mi Daodao's product repurchase rate is very high and has accumulated a large number of loyal customers, which has also enabled Mi Daodao to refresh the GMV record many times.

According to statistics from the China National Garment Association, the scale of China's down market in 2021 is about 140 billion yuan, and it is expected to reach 182.1 billion yuan in 2022. At present, Midaodao's popular products are also concentrated in the field of down jackets, including black diamond goose down short down jacket, 2022 new medium and long down jacket C017, 2022 new winter white duck down jacket C001...

Although young people have a strong demand for down jackets, down jackets that cost thousands of yuan are often daunting for many consumers. Mi Daodao's live broadcast room just took advantage of the price drop, thus attracting a large number of consumers who came to "see the price". After all, for consumers, no matter how many content and tricks the anchor plays in the live broadcast room, it is far less cost-effective than price reduction.

Essentially, the key to Mi Daodao's success in standing out among the other anchors is the price advantage of down jackets. Now that spring is approaching, can the dark horse anchor Mi Daodao avoid the fate of being a flash in the pan?

02 After winter, how will Mi Daodao continue its brilliant performance?

Last year, Douyin live streaming e-commerce was renamed "Douyin Global Interest E-commerce", a move intended to achieve a logical shift from "goods looking for people" to "people looking for goods". As live streaming sales became more and more involuted, a large number of top anchors not only competed on product prices, but also innovated in content, striving to open up channels from content to commercialization.

But judging from the short videos released by Mi Daodao, the overall content is mostly vlogs recording daily family life. Only recently did it start to release related product videos about down jackets. However, most of these products flashed by, and consumers could only see a variety of down jacket styles, but they might not necessarily arouse consumers' interest in shopping.

In contrast, the short video content of Midaodao's competitor, Yatoubaby, creates corresponding consumption scenarios for consumers. When autumn comes, she walks on Ginkgo Avenue in a woolen coat, and when winter comes, she walks in the snow in a white down jacket.

In addition, Yatoubaby will directly confront brands with fans' preferential suggestions for brands. Her sincerity in seeking benefits for fans has won her countless fans. A few days ago, she also released a video of writing a letter to fans, which was tear-jerking and heartwarming. All these have played a big role in attracting traffic to the live broadcast room.

However, as a new anchor, Mi Daodao may not realize the role of content in attracting new viewers. The promotional video of the down jacket is too monotonous and boring. It neither shows the product in detail nor creates a corresponding wearing scene, which can not bring an immersive experience to fans.

Although Mi Daodao has become a dark horse anchor in the short term, in the clothing field, her competitors include Sui Xin, Qianyu Sheila, Qiu Yingying and others. These clothing anchors have almost always occupied the top ten positions on Douyin. Perhaps there will be other new dark horse anchors emerging in the future.

Compared with the top clothing anchors, although the down jackets in Mi Daodao's live broadcast room have a price advantage, many fans have also reflected on Xiaohongshu: "Mi Daodao's down jackets feel like those seen in wholesale markets" and "most of the clothes are a bit rustic."

Whether Midaodao can continue its brilliant GMV performance depends on its subsequent content creation and product selection. After the golden period of down jackets, which category will Midaodao's next hit fall into? Everything is still unknown.

03 Conclusion

As the saying goes: "The end of the universe is live streaming sales", as more and more players flock to the live streaming field to share the market, live streaming sales are no longer limited to selling goods, but also include selling content. For example, Crazy Xiao Yangge turned the live streaming room into a family sitcom, and a Guangdong couple performed singing and dancing in the live streaming room.

For Midaodao, her performance in terms of content is not outstanding. Once the price advantage disappears, her competitiveness will instantly disappear. If Midaodao does not explore the direction of transformation at the content level, after the winter, Midaodao may soon usher in a real "cold winter".

Author: Yuguo Cuiyan; WeChat public account: KOL User Manual (ID: KOL-TOPKLOUT)