Popularity, retirement, departure, return...——A review of major industry events in 2022

Looking back at 2022, many out-of-the-box events occurred in the short video live e-commerce industry. In this regard, this article follows the timeline, with influencers and live broadcast rooms as the core, and takes stock of the out-of-the-box and representative events that occurred in the industry in 2022. While reviewing and summarizing, perhaps we can feel the new direction of the industry in 2023.

Looking back at the short video live streaming e-commerce industry this year, it has also been turbulent and full of ups and downs. Standing at the node of the transition from the old to the new, Kas Data has reviewed the major and representative events that occurred in the industry in 2022 along the timeline, with influencers and live streaming rooms as the core. While reviewing and summarizing the past, we also try to perceive from it: What new trends will the industry have in 2023?

1. Zhang Ting’s Douyin account was banned, and the “top influencer” fell

On December 28, 2021, the investigation of "TST Secret Court" for suspected pyramid selling caused a stir online. Although "TST Secret Court" posted a message on Weibo in the early morning of the 29th to prove its innocence, on January 2, 2022, Zhang Ting's Douyin account was banned from posting works. The reason for the violation was "not in compliance with community norms" and it would be unblocked on January 16, 2022.

However, as of now, the last update of Zhang Ting’s Douyin account was on December 28, 2021. Throughout 2022, Zhang Ting has not made any new moves.

It is understood that Zhang Ting conducted her first live broadcast on Douyin on June 10, 2020. The live broadcast lasted about 5 hours that night, and sales reached 250 million, breaking the previous record of live broadcast sales by celebrities including Luo Yonghao and Chen He. From her debut to more than a year before the news of the investigation broke, Zhang Ting's sales performance on Douyin has been very impressive.

2. @Bee Surprise Club suddenly appeared, is Viya creating a "successor"?

On December 20, 2021, a 1.341 billion yuan tax evasion fine caused Viya to disappear from the public eye, and the Qianxun Group and related live broadcast chains behind her also suffered heavy losses.

In February this year, a live broadcast room called "Bee Surprise Club" appeared in the public eye. On the first day of broadcasting, the number of viewers for a single broadcast exceeded 1 million, and on the fifth day, the number of viewers for a single broadcast reached 10 million.

When the live broadcast just started, "Bee Surprise Club" took the initiative to distance itself from Wei Ya, but in many media reports, Bee Surprise Club seems to be inseparable from Qian Xun. For example, among the six anchors of Bee Surprise Club, five were once anchors or models in Wei Ya's live broadcast room, with the same live broadcast background picture, and the main company of the live broadcast room was registered in the same building as two other companies of Wei Ya's husband Dong Haifeng... Today, Bee Surprise Club has become a top anchor on Taobao, with 6.847 million fans.

Shortly after the Bee Surprise Club went live, a matrix account called "Bee Happy Club" that mainly sells clothing emerged and has currently accumulated 2.171 million followers on Taobao Live.

At the same time, Wei Ya's most capable assistant completed her first live show on Douyin on May 7, 2022. During this year's "Double Eleven", Qi'er had a total of 17 live broadcasts, with a total transaction amount of 250 million to 500 million yuan. As of press time, Qi'er has attracted 4.356 million fans on Douyin and is on a growing trend. She has become a benchmark anchor created by Qianxun on Douyin .

3. Liu Genghong unexpectedly became popular again, and his fitness live broadcast attracted everyone to follow suit

When it comes to 2022, Liu Genghong must be a top star that cannot be avoided.

In April this year, due to the epidemic, Liu Genghong and his wife started a five-day fitness live broadcast a week.

During the entire live broadcast, Liu Genghong, who has many years of fitness experience, showed super professionalism. During the exercise, he shouted magical slogans such as "Crack the fat on the side! I want both the mermaid line and the vest line", while carefully explaining the details of each movement to prevent them from causing physical injuries or failing to achieve the expected results due to inadequate movements; his wife Vivi, who was dancing beside him, became the "spokesperson" of ordinary audiences in front of the camera: she would be lazy, complain, and paddle, which not only gave the audience a real sense of companionship, but also stood on the standpoint of ordinary people and better grasped the rhythm of the live broadcast room. The sweet interaction between the two people naturally added many highlights to the live broadcast room.

At the same time, as a good friend of Jay Chou, @刘畊宏 also turned songs such as "Compendium of Materia Medica" and "Dragon Fist" into "fitness battle songs" in the live broadcast room, further igniting the sports enthusiasm of the users in the live broadcast room.

Thanks to Liu Genghong's efforts, more and more users joined in and became "Liu Genghong girls". Many girls achieved significant results by following his lead. The @刘畊宏 account became extremely popular, with 10 million followers in one day and 50 million followers in one week.

4. Oriental Selection relies on knowledge to bring goods to break the circle and lay out matrix accounts to create a selection system

On June 9, Dong Yuhui, a former famous teacher of New Oriental, walked into the @东方选 live broadcast room and resumed his journey of "teaching and imparting knowledge". In addition to Dong Yuhui, other anchors in the live broadcast room are also talented "teacher-type" anchors. They switch between Chinese and English freely and introduce every product in the live broadcast room with ease. The "passionate but not noisy" live broadcast style shows a unique "cultural beauty" to fans who are used to the traditional "hawking style".

In just five days, the number of fans of @东方甄選 account soared from 1.01 million to 3.37 million, and the cumulative GMV of the live broadcast room also exceeded 56 million. Since then, Dongfang Zhenxuan has opened a new era of live broadcasting of "knowledge-driven sales". From June last year to now, not only has the popularity of the live broadcast room remained high, but sales have also been rising all the way, with an average daily GMV of more than 30 million in December.

In addition, since its launch, Dongfang Selection has established six live broadcast room matrices, including @东方选, @东方选之书, @东方选正产产品, @东方选美丽生活, @东方选将进酒, and @东方选看世界, focusing on different categories, and the anchor team has also expanded to more than 20 people. Data shows that from June to December, the cumulative GMV of all accounts reached 5.937 billion yuan, and the number of fans in the entire matrix exceeded 37 million.

5. Simba starts live broadcast recruitment on Kuaishou

On June 29, Xinxuan Group and Kuaishou launched a live broadcast recruitment event. Simba Xin Youzhi, founder of Xinxuan Group, and recruitment representatives of many companies including Chery Automobile, Volvo, Goertek, and Mingshuo Computer cooperated in the live broadcast, and more than 100,000 jobs including general workers, operators, and logistics staff were released on the spot.

On the night of the live broadcast, the recruitment representatives introduced the types of work, job responsibilities, number of job requirements, etc. Simba and the company's recruitment representatives jointly interpreted the rolling comments and questions in the live broadcast room.

In order to solve the multiple problems faced by applicants when looking for jobs, such as false information, misleading middlemen, low suitability and other concerns, Simba also shared the things to pay attention to when applying for a job on the spot, reminding users to pay attention to identifying recruitment channels, pay attention to details when signing contracts, and protect their legal rights and interests.

According to Kuaishou, this live broadcast helped the company receive 175,000 resumes.

6. Qudian boss Luo fell after a week of popularity

On July 17, Luo Min, the founder of Qudian, appeared in the Douyin live broadcast room of @趣店罗老板, and together with spokesperson Jia Nailiang, presented a 19-hour live broadcast. According to third-party data, the total sales of this live broadcast reached 251 million yuan, the total sales volume was 8.5833 million, the account gained 4.5829 million followers, and the total live broadcast viewership was 90.9859 million.

This result is not accidental. As early as 5 days before the live broadcast, the account released nearly 100 short videos to attract traffic. Industry insiders revealed that Qudian spent over 100 million yuan on purchasing traffic on Douyin Qianchuan for this live broadcast, in addition to Douyin's hot searches and splash screen ads .

On platforms such as Weibo, Qudian boss Luo also posted a Weibo to attract traffic, announced the live broadcast on the 17th, and gave away 500 iPhone 13s. The gimmick of "one cent to kill pickled fish" created by real money eventually brought him more than 90 million viewers.

After quickly going viral, the controversy over pre-prepared food and Qudian boss Luo also dominated the social media platforms. Judging from Luo Min's personal reputation, Qudian's past record is not so glorious, as the "black name" cast by campus loans is difficult to clear for a while.

Afterwards, Luo Min was attacked by the anchor after giving gifts on Oriental Selection, and then became a hot search on Douyin. A rather funny "blacklisting" farce eventually evolved into a "confrontation" with Oriental Selection, and the controversy surrounding him intensified.

Afterwards, Jia Nailiang, Fu Shouer and other artists also issued apology statements. On August 2, the account @趣店罗老板 was renamed @趣店预製菜. It only took Luo Min a week to go from being an overnight sensation to quitting the Internet.

7. The Second Uncle’s Popularity and “Disappearance”

On July 25, 2022, the B station UP host @衣戈猜想 released a video titled "Three days after returning to the village, my second uncle cured my mental exhaustion". It received 10 million views in just one day, and then it swept the entire network, becoming the real king of traffic at the time.

This video, which is less than 12 minutes long, narrates the sad yet stubborn life of my second uncle in a concise and cold yet humorous language. The second uncle's miserable experience and indomitable vitality form a sharp contrast. Many young people said that they felt the vigorous energy from their second uncle's story and that "their mental exhaustion was cured."

After the overwhelming praise, controversy and doubts followed. Details of the video, such as the cause of the second uncle's disability, his relationship with the UP host, and the handling of his disability certificate, were questioned one after another. Some people even began to suspect that the UP host had impure motives for making the video, and accused him of "glorifying suffering."

On September 20, in response to various questions raised by netizens, @衣戈猜想 officially released a 40-minute clarification video to respond one by one. However, compared with the popularity of the original video, this response video did not cause any waves, and the number of views was even less than 1/5 of the former. Second Uncle seemed to be "popular" for a short time, and then disappeared into the dust again.

8. Rural blogger @疆域阿力木 became famous by being “exposed”

In July, the rural blogger @疆域阿力木, who was nicknamed "background special effects artist" by netizens, unexpectedly became popular because he was "exposed as a fake."

Alim started live streaming in July 2021, and the main categories of goods he sold were honey and wolfberry. In the early days of live streaming, Alim often walked among beehives and let the bees fall on him. Later, Alim began to expand the live streaming scenes to more beautiful scenery in Xinjiang. Over time, this combination of outdoor live streaming and beautiful scenery in Xinjiang, which was originally quite interesting, unexpectedly attracted a lot of doubts. Many people left messages in the live streaming room doubting that the trees were fake, the water was fake, and the sky was fake, and believed that he had created the live streaming scenes through special effects.

Faced with the doubts of many netizens, Alim had to prove his innocence in front of the camera again and again: throwing a bucket into the river, and then hurriedly running to the river to retrieve the bucket... After this clip was edited into a short video and posted on the account, it received 2.606 million likes. As a result, a variety of ghost animal secondary creation videos began to emerge one after another. The nationwide craze of "your background is too fake" has made Alim's popularity continue to rise. He has been on Weibo hot searches many times, and his sales data has also improved. In the past year, Alim has driven the sales of more than 10 million agricultural and sideline products through live streaming.

According to the latest news, Alim was recently successfully elected as a member of the Xinjiang Yuli County CPPCC because he boosted the local self-media economy and promoted the development of tourism and agricultural and sideline industries.

9. Crazy sisters break up, and Prince Beile sets up his own business

After nearly three months of inactivity, Douyin's top comedian @疯产妹妹 announced her disbandment on August 6. The account @疯产妹妹, which had nearly 44 million followers, was continued to be operated by Zhang Xiaohua @疯产妹妹, while Shao Yuxuan began to independently operate the account @少雨轩.

As for the reason for the disbandment, Shao Yuxuan explained in her personal account that her status was going downhill, she had lost her initial happiness and joy, and she had the idea of ​​changing her lifestyle. On this point, Zhang Xiaohua, the actual operator of @疯产妹妹, expressed her understanding and respect, and the two sides reached an agreement.

After the announcement of the disbandment, @疯产妹妹s has not updated their status, while @邵雨轩 has started a new content model. Compared with the previous funny style, the videos are more daily-oriented and add a lot of her experience of participating in activities as a model. After launching the new content, her account has ushered in polarized controversy. Some fans think that she has fully demonstrated her true self; other fans think that the current content is monotonous and awkward, "lacking a bit of soul."

When observing the growth of @邵雨轩's fans, except for a sharp increase in the number of fans shortly after the release of the "breakup" video, the growth was very slow at the rest of the time, and he even lost fans occasionally.

10. @浪胃仙, @海扬, @梅尼耶 break up with their respective MCNs

On March 6, @浪胃仙, who had stopped updating for nearly two months, updated a video. In the video, the person in charge of the account, You Xu, appeared and severely accused Langweixian of betrayal, fleeing the original account, and poaching the original company team. @真的浪胃仙, who re-established an account, also responded to his accusations, saying that the fundamental reason for his termination of cooperation with You Xu was that the actual controller of the account, You Xu, was sued by Tianquanxing Company, and responded to some details such as taking away equipment and terminating employees.

At the beginning of the incident, public opinion was largely one-sided in favor of You Xu, and You Xu stepped out from behind the scenes and changed his name from @浪胃仙 to @游絮, becoming a celebrity with 30 million fans. Although the video and live broadcast data were still remarkable in the early stage, the account began to lose fans because the video content could not maintain the popularity and quality of the big IP.

After August 3, @游絮 stopped updating. In December, it was reported that You Xu was arrested for suspected embezzlement of more than 4 million yuan.

On September 9, @海扬, a top internet celebrity with over 30 million fans, posted a video on his Douyin account.

He said that he "has been shooting short videos for five years, but can't even afford the down payment for a house in a third-tier city." In the following month, he shot a series of videos, accusing himself of being cheated by his MCN, not making a penny in five years, and suffering from depression due to excessive pressure. After a round of complaints, @海扬 is still posting works normally, and his MCN is still listed as Yaoyang Culture.

After @海扬, Douyin's top V Menier also revealed his financial dispute with MCN company Youliang Culture, revealing that he was defrauded of nearly 40 million yuan by the company's founder. In addition to him, many other influencers have spoken out, saying that they were "cheated" by the founder.

11. "Technology and hard work" swept the entire network, Xing Jifei left and returned

"Hextech" and "Technology and Hard Work" must be among the hottest Internet words in 2022, and these words all come from Xin Jifei, who is known as the "Northeast Breaking Bad".

Starting from March, Xin Jifei began to post content on Douyin that exposed the inside story of food processing. The "industry revelations" caused by information asymmetry, coupled with the lines "Pure technology and hard work, bro" and exaggerated crooked mouth expressions, made Xin Jifei a "food warrior" and quickly became popular. In September, he reached the peak of his fan growth, attracting nearly 8 million fans in a single month . At the same time, "technology and hard work" has also been symbolized and become a new topic to criticize unhealthy food. The related topic has been played nearly 10 billion times on the Douyin platform.

As Xin Jifei became popular, his works were criticized by a group of accounts represented by "China Food News Media", questioning whether he was selling food "anxiety", which once caused a "public opinion war" among netizens, official media, and catering practitioners. On September 22, Xin Jifei cancelled his Douyin account. On September 26, he appeared on Kuaishou again to start a live broadcast and talk with fans about food additives, dietary health and other issues.

After the storm subsided, Xin Jifei opened a new account on Douyin @辛吉不会飞 on October 15. He has published 56 works so far and has 549.5W followers.

12. After disappearing for 109 days, Li Jiaqi returns to the live broadcast room

On June 3 this year, Li Jiaqi launched a special live broadcast event for the "Snack Festival". Later, when he was broadcasting a snack brand, his live broadcast room was suddenly interrupted. Since then, Li Jiaqi has completely suspended his live broadcast activities and "disappeared" from the public eye without any reason. There are many different opinions about the reason for his disappearance, but there is still no conclusion.

After 109 days of suspension, without any preparation or warning, Li Jiaqi started Taobao Live at 7pm on September 20th. The long-lost moonlight tribe finally reunited with their "Eastern Clearance". According to observations, the live broadcast lasted two hours, with a total of 26 items on the shelves, 63.528 million views, and 18 links sold out. Compared with the past, this "comeback" debut was significantly different in terms of the structure of the goods, the strength of the discount, the personal live broadcast style and emotions.

It is worth noting that after his return, Li Jiaqi launched the "All Girls" live broadcast room in November, which is positioned as a daily broadcast of all categories. Currently, the number of fans on Taobao has reached 100 million. During the Double 12 period, he launched the vertical matrix live broadcast room "All Girls' Wardrobe", which focuses on women's clothing categories. Currently, the number of fans has reached 100 million. After disappearing and returning, Mei One and Li Jiaqi are trying to "recreate" Li Jiaqi to improve the ability to resist risks and enhance the vitality of the company through the creation of new anchors and new live broadcast rooms.

13. T97 Coffee leads the trend of live broadcast of “shouting rap”

In September this year, "T97 Coffee Flagship Store" became the most popular live broadcast room in recent times because of its magical shouting style of selling.

When you walk into their live broadcast room, there is no usual 123 link slogan, no loud shouting with "family members" as the opening line. Instead, there are magical anchors who sway their bodies to the music and introduce products with rap. The most well-known among them is "Big Mouth" with big red lips. With her rhythmic shouting style of selling, catchy words such as "Do you want a cup of coffee? Make it, make it, make it, make it, make it" and "Do you want a benefit? Make it, make it, make it, make it" have gradually evolved into a buzzword and become popular on the Internet.

It is understood that the T97 live broadcast room mainly sells electronic vouchers for offline store coffee. The first live broadcast was launched on May 19. The data was not impressive at first, but after adopting the shouting style live broadcast in September, it quickly accumulated a lot of popularity. When it was the hottest, the number of people watching the "T97 Coffee Flagship Store" live broadcast in a single day soared from 100,000 on September 7 to 10.81 million on October 5, an increase of more than 100 times.

After T97 became popular, a "shouting" craze has been set off in the live broadcast rooms where goods are sold, mainly among local life and food businesses.

14. The “black and red” coconut tree quickly became popular and ended at the speed of light

The most controversial live broadcast price in 2022 is the Coco Tree Live Broadcast Room.

On October 1, without any preheating, the Coconut Tree Group, which is known for its "earthy" marketing style, launched its first live broadcast on Douyin. In the live broadcast, against a pure blue background, four female anchors with good figures dressed in tight short-sleeved shirts and shorts of different colors danced while displaying Coconut Tree's products.

The "earthy and erotic" style of painting quickly attracted polarized comments. Some netizens thought it was a bit "sexual". Others thought the female anchor's clothes were not revealing and harmless. The mixed comments quickly injected high popularity into the Coconut Tree live broadcast room, and the official account of the Coconut Tree Group achieved a rapid increase in followers, with nearly 300,000 followers in 9 days.

Due to the controversy, Coconut Tree's live broadcasts were "cut off" several times in the following days. On the other hand, although the beauties and dances attracted the attention of many netizens, the sales data of Coconut Tree's live broadcasts were not satisfactory. As of October 8, the average sales of Coconut Tree Group's live broadcasts were 2,500-5,000 yuan, with a total of 560,000 viewers.

After struggling for several times, Coconut Tree was forced to stop live streaming. It was more than a month later that the Coconut Tree girls appeared in the live streaming room. They were all wearing black down jackets and wrapped tightly. Compared with the previous topics and popularity, it was not as popular as before.

15. Luo Yonghao joins Taobao, makes friends and seeks more business growth

At 6pm on October 24, Luo Yonghao, who had publicly announced his "quit the Internet", started his "first show" on Taobao. The official data of Jiaogepengyou showed that the cumulative number of viewers in the live broadcast room that night reached 26 million, and the number of fans increased by 1.1 million. Since then, @罗永浩 has started high-frequency live broadcasts on Taobao. As of press time, @罗永浩's number of fans on Taobao has reached 10.167 million.

Faced with the increasingly inward-looking live broadcast industry, Jiaogepengyou obviously hopes to gain more business growth through the layout of Taobao live broadcast. In addition to Luo Yonghao, talk show actors have also become another weapon for Jiaogepengyou to layout Taobao live broadcast.

During the Double Eleven period, Xu Zhisheng, Li Dan, Niao Niao and other talk show actors took turns to appear in Luo Yonghao's live broadcast room. On December 10, Li Dan officially started his first live broadcast on Taobao Live. At present, Li Dan has become a contracted co-host of Jiao Ge Pengyou, and other talk show actors may also sign contracts in the future.

It is understood that Jiaogepengyou has officially established a Taobao live broadcast business department with about 100 people, which is led by Cui Dongsheng, vice president of Jiaogepengyou. In addition to sharing the business team, Li Dan and Luo Yonghao are both equipped with their own Taobao operation team and content team.

16. Yaowang Technology enters Taobao Live

At 8pm on October 24, Yaowang Technology officially launched its first Tmall Double 11 live broadcast. On the day of the live broadcast, in addition to the regular amateur anchors, Zhang Baizhi, Jiang Chao, Medina and other Yaowang cooperating artists all appeared as "flying guests" on Yaowang's first brand IP account on Taobao - Yaowang Dream Station.

Data shows that on the night of October 24, the entire live broadcast of "Yaowang Dream Station" had a spot transaction volume of over 22 million yuan, and the number of fans exceeded 1.5 million, making it one of the first live broadcast rooms to exceed 10 million viewers that night. 20 days after joining the station, the number of fans of "Yaowang Dream Station" exceeded 2 million, and the transaction volume during the Double 11 period exceeded 100 million yuan, ranking TOP3 among new anchors in terms of transaction volume.

It is understood that Yaowang Technology began to truly deploy live e-commerce in 2019 and is one of the earliest MCN organizations in the industry to focus on e-commerce. On November 5, 2020, Yaowang's Kuaishou anchor @Yu Dagongzi set a record of 368 million GMV in a single game. With the help of this case, Yaowang quickly gained a foothold in Kuaishou live broadcast, and introduced its star anchors such as Wang Zulan and Wang Yaoqing to Kuaishou for development. In 2021, Yaowang focused on Douyin and signed star anchors such as Jia Nailiang, Lou Yixiao, Calvin Chen, and Yang Zi. After entering Taobao Live in October 2022, Yaowang Technology has become the first live broadcast company across the three major platforms of Douyin, Taobao Live and Kuaishou.

17. Crazy Xiao Yangge has over 100 million fans, and his “reverse sales” attracts attention

On November 3 this year, @疯狂小杨哥’s Douyin followers exceeded 100 million. Prior to this, there was no personal account on Douyin with over 100 million followers.

@疯狂小杨哥, started to emerge on Douyin in 2018. The content he posted in the early stage all revolved around the interaction between couples. Starting in September 2019, he changed the video content from couple jokes to family jokes. With the funny and warm daily life of a family laughing, fighting and scolding, the account quickly saw a surge in fans.

In December 2021, Brother Xiao Yang started live streaming to sell goods. In addition to choosing more snacks, beverages, daily necessities and other consumer goods with low unit prices and more appealing products, the biggest feature of @疯狂小杨哥's live broadcast room is "reverse sales", which is very interesting and interactive, and greatly satisfies users' entertainment and leisure needs. It is precisely because of this that the account has ushered in a "second spring" of increasing fans , and its monthly GMV ranking is often among the TOP10 Douyin anchors.

Since November 12, Wang Hai, a well-known anti-counterfeiter, has repeatedly posted on Weibo and videos that the Jinzheng wall-breaking machine and meat grinder sold in @疯狂小杨哥's live broadcast room all have false power ratings and are "fake 3C" products. Later, Wang Hai questioned other products in the live broadcast room. At present, the matter has not been concluded.

18. Actively playing memes, Zhang Lan's single-day GMV exceeded 10 million

In late November, Wang Xiaofei posted 21 Weibo posts in a row, directly addressing the rumors that he no longer paid living expenses to his ex-wife Da S. Subsequently, a protracted "fight" broke out. Related topics dominated the Weibo hot searches for many days in a row, triggering "everyone eating melons."

In this "fierce battle", Zhang Lan, as Wang Xiaofei's mother, chose to actively play memes in the live broadcast room, confronted the rumors, and sold products that were consistent with the event, which timely received this wave of traffic . In the live broadcast room, her past entrepreneurial experience and personality charm won her a lot of praise, and her straightforward style made users call her "Sister Lan"; in the face of black fans, her speech was also quite humorous, which triggered secondary dissemination and brought her popularity outside the live broadcast room.

Data shows that on November 23 alone, the sales volume of Zhang Lan's live broadcast room exceeded 250,000 and the sales revenue exceeded 10 million. The best-selling product was Ma Liuji Hot and Sour Noodles. After that, Zhang Lan's Douyin fan base continued to grow, her live broadcast room also broadcast steadily, and the sales volume was still considerable.

19. Xiang Tai Chen Lan joins the live streaming sales, from "refusing to taste" to "lowering her posture"

On December 19, 2022, entrepreneur and Xiang Huaqiang's wife Chen Lan launched her first Douyin live broadcast. Before the broadcast, stars such as Gong Li, Jet Li, and Donnie Yen sent videos to congratulate, making users look forward to this rich live broadcast.

Unexpectedly, although the sales exceeded 300 million in 3 hours, Chen Lan's performance in the live broadcast room attracted overwhelming criticism. Her refusal to taste the food, her implication of Zhang Lan and Wang Xiaofei, and her low-priced products that were not in line with her personality triggered public anger. Many netizens flocked to the comment section of her account to "attack" her, and Chen Lan had to close the comment section of Douyin.

Afterwards, Chen Lan, who had lost her popularity among the public, released a video to apologize and conducted a second live broadcast to sell goods. She changed her previous style and began to try various products, such as cherries, cakes, chocolates, crayfish, etc.

This time, the audience probably sensed her efforts, and the criticism was not as fierce as before. Although there are still users who say they "don't buy it" and the controversy over the rich selling goods has not been resolved, Chen Lan's sales performance can be called excellent. In the past 30 days, the total amount of goods sold on Douyin is expected to reach 250 million to 500 million yuan, and the account has gained 6.25 million followers.

20. After 500 days of suspension, Li Ziqi and Wei Nian reached a settlement

On December 27, Weinian’s official statement said: Weinian and Li Ziqi reached a settlement under the mediation of the Mianyang Intermediate People’s Court of Sichuan Province.

According to public information, Sichuan Ziqi Culture Communication Co., Ltd. (hereinafter referred to as Ziqi Culture) has undergone industrial and commercial changes. Liu Tongming, the founder of Weinian, has withdrawn from Li Ziqi Company. Weinian's shareholding ratio has been reduced from 51% to 1%, and Li Ziqi (Li Jiajia)'s shareholding ratio has increased from 49% to 99%.

On July 14, 2021, Li Ziqi released the final chapter of "Rice, Oil, Salt, Sauce, Vinegar and Tea" "Well Salt" and has not produced any new works. Subsequently, a "call to the police" dynamic revealed the dispute between her and her agency Wei Nian. The contradictions between the two parties on equity, trademarks, and income issues have never been reconciled. Li Ziqi, who has accumulated more than 100 million fans on the entire network, has been in a state of suspension, and the number of fans on various platforms has declined to a certain extent.

Now, the two parties have finally reached a settlement, and a protracted battle has come to an end. What Li Ziqi will do next has also become the focus of public attention.

21. Partnering with the cleaning lady, Maomao's live broadcast room strikes back

At the end of 2022, the "chosen worker" Maomao Sister ushered in the highlight moment of her career in selling goods.

In December, all the staff members of her team were absent from the live broadcast room due to health reasons. As a survivor, Maomao played music, displayed items, moved things, and added inventory in the live broadcast room alone. The phrase she said most was "wait a minute". During this period, when she left the live broadcast room to move things, she was warned by the platform that no one was broadcasting. Maomao was so angry that she shouted "I am not a human being". The scene of her trying hard throughout the whole scene was both sad and funny.

Since the workload for one person was indeed too heavy, Maomao found Sister Wang, the cleaning lady from the property company, for help. The two had a lot of funny interactions in the process of selling goods, such as measuring each other's body temperature, impromptu situational dramas, and many unintentional laughs. For example, when selling persimmon cakes, Maomao asked Sister Wang to try them, and Sister Wang responded mercilessly, "It's too late, I don't want to eat". Many netizens waited online just to watch the wonderful interaction between the two.

Previously, Maomaojie's account had been losing followers, and the data in her live broadcast room had been unsatisfactory. However, these live broadcasts at the end of the year not only attracted hundreds of thousands of viewers, but also exceeded 10 million in sales, and topped the Douyin sales list several times.

Author: Yue Yao

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