Inventory of popular live broadcast rooms in 2022: some remain popular, while others disappear

This article reviews the popular live broadcast rooms in 2022, and specifically analyzes the highlights and operating modes of these live broadcast rooms. It is recommended for friends who want to understand live broadcast operations.

In 2022, live streaming e-commerce has undergone tremendous changes in its transformation. The market is expanding, the era of super-headlines has ended, and new opportunities have emerged, but the logic of industry development has changed.

From the user's perspective, the "2022 Live Streaming E-Commerce White Paper" shows that as of June 2022, the scale of e-commerce live streaming users in my country was 469 million, an increase of 204 million from March 2020, but only accounted for 44.6% of the total netizens, and there is still a high room for growth.

From 2016 to 2021, live streaming e-commerce achieved a breakthrough from zero to 2 trillion GMV. It is estimated that the GMV of live streaming e-commerce in 2022 will be about 3.5 trillion yuan, a growth rate of 53% compared with 2021. Compared with the three-digit growth rate in previous years, the growth rate of live streaming e-commerce has slowed down.

Even though the growth rate has slowed down, the momentum of live e-commerce is still stronger than that of traditional e-commerce. In 2021, the scale of online retail transactions nationwide exceeded 13 trillion yuan, with an annual growth rate of only about 10%. Data shows that there is still room for live e-commerce to grow in transaction scale, and the purchasing preferences of some users are also shifting from shopping on shelves to live broadcast rooms.

Trends in online retail transaction volume and live e-commerce transaction size

2022 is also the year when live streaming e-commerce flourished the most. More and more anchors with unique styles, unique professional advantages, and unique user groups have joined the market, bringing live streaming awards to consumers in every corner.

Looking back on 2022, Kas chose to start with the popular live broadcast room.

1. “Crazy Little Yang Brothers”: Strong personal style, good or bad

Since December 2021, @疯狂小杨哥 has enjoyed a "second spring" of increasing followers, as the two brothers started selling goods through live streaming. (Sales exceeded 80 million in 30 days, is @疯狂小杨哥's "reverse" selling goods also crazy?)

At that time, they would start live streaming to sell goods every Tuesday, Thursday, and Saturday at 9:30 p.m., which was not a high frequency. However, according to third-party data, from December 5, 2021 to January 5, 2022, their live streaming GMV exceeded 80 million. In the following year, @疯狂小杨哥 also always occupied the top position, becoming the first Douyin influencer to exceed 100 million fans, and the monthly GMV ranking was often among the top 10 Douyin anchors.

Such results seem to be in stark contrast to the public perception that it is difficult for drama accounts to transform into live-streaming accounts. So, what is so special about Yang Xiaoyang's live-streaming accounts?

Walking into the live broadcast room of the two, the most intuitive experience is still fun. The state of Yang Xiaoyang in the live broadcast room is no different from their state in the video. In the warm-up preparation before the live broadcast, the two even "fought" because of the beautiful anchor who was connected to the microphone, perfectly continuing their funny personality in the work.

The more interesting part is their interaction with fans. Unlike the usual live broadcasts of selling goods, Yang Xiaoyang and Yang Dayang spend more time "chatting" with the comments rather than introducing product details, and countless golden sentences and criticisms are born from this.

For example, when the two were recommending a certain brand of Shaqima, a bunch of questions like this floated across the screen: "Is this a stallion or a mare?" "What kind of horse was killed?" "Is it Shamatte or a QR code?" "Will eating this bring you Prince Charming?"...

After dozens of rounds of pushing and pulling, the two brothers cried out: "I can't stand it anymore, I don't want to sell anymore, and I can't be angry with the audience." Finally, they couldn't bear it anymore, gave up selling the goods, and rushed to the back of the live broadcast room to play with sandbags.

@疯狂小杨哥 live screenshot

In terms of goods, their selection is also very pleasing. Most of the goods in the small yellow car are just-needed consumer goods such as snacks, beverages, and daily necessities. The price is controlled within 100 yuan. Relatively speaking, the consumption threshold is low and most consumers can accept it.

@Crazy Little Yang brother window

Overall, @疯狂小杨哥's "reverse sales" format has greatly satisfied users' entertainment needs. High interaction and likes data are also conducive to the platform's promotion of the live broadcast room. Coupled with the precise selection of goods, it has further driven the surge in sales data. Perhaps, such a "reverse" live broadcast room is exactly what many fans expect, a "never forget the original intention" live broadcast room.

@疯狂小杨哥's reverse sales method may provide a new idea for the majority of creators. If one can naturally and unobtrusively display and extend one's own characteristics in other fields, then the influence of an IP will not be limited to a single field, but will play a greater value.

It is not uncommon to see anchors like @疯狂小样哥 who become popular by relying on their strong personal expressions and personalities.

For example, the celebrity anchor @郝劭文 has received a lot of praise for his gentle and chatty style of selling goods. His live broadcast performance has exploded since January 2022, with an average sales amount of over 10 million per show, and the speed of increasing fans has also increased. In the following six months, his sales performance has not declined significantly, and now the monthly GMV can reach 50 million to 75 million. (GMV in 30 days is nearly 100 million, Hao's sales method is very "effective")

Screenshots of @Hao Shaowen and @Chai Biyun’s TikTok videos

Celebrity anchor @柴碧云 has become popular for her friendly and leisurely way of explaining products. The clips from her live broadcast room have been discussed by a large number of netizens, which has also attracted more fans. She now has 2.629 million fans on Douyin, and her GMV has reached 100 million to 250 million in the past 30 days.

2. Oriental Selection: Highly educated internet celebrities become top stars

In June 2022, Dong Yuhui's popularity allowed the public to see the emotional value of highly educated people in live broadcast rooms. But in detail, do live broadcast rooms need highly educated celebrities? Kas's view is that they do, but they may not become mainstream at present. (Dong Yuhui has hundreds of hot searches in a week. Does live broadcast e-commerce need highly educated celebrities?)

After rapid development in recent years, live streaming e-commerce has established a mature "people, goods, and venue" system, as well as a series of strategies such as rhetoric and product arrangement, which has advantages in efficiency. One of the reasons why Dongfang Zhenxuan quickly became popular is the strong contrast between live streaming with added value of knowledge and traditional live streaming. The most intuitive feeling of any user who steps into Dongfang Zhenxuan's live streaming room is that it is "difficult to replicate."

The background of the education and training industry and the professional matching of lecturers make it natural for New Oriental to create a bilingual live broadcast room, but it is difficult for latecomers to recreate an "Eastern Selection". Even if the content characteristics are established, it is a long process to adjust the anchors and create a celebrity IP.

Secondly, the advantage of highly educated people in vertical categories usually lies in the principles rather than the techniques. They are very close to the theory but far away from the products. This is also the limitation of highly educated people.

However, through Oriental Selection, we also see more possibilities for live streaming e-commerce to develop beyond the traditional model.

On the one hand , in essence, live e-commerce needs more possibilities to meet more user needs, such as emotional value. The exploration of knowledge and culture may be one of the future trends. In the "knowledge payment" live broadcast room that New Oriental has unintentionally created, users get added value such as feelings and knowledge from the live broadcast, which is of great significance in increasing user stay time and promoting orders.

On the other hand, the introduction of highly educated anchors by live e-commerce is based on the need for content in the live broadcast room. In the past year, live e-commerce has been hungry for content, so content-based live broadcasts such as Yanxi Palace, Beautiful Girl Shopping, and Nanyi Celadon were born, hoping to drive GMV with content. However, compared with the previous live broadcast rooms with a short "blooming period", Dongfang Zhenxuan has advantages in size and original voice. After the traffic enters a stable stage, it is relatively easier to become a live broadcast room for people to shop regularly.

In addition, the entry of highly educated celebrities into the live broadcast room is also a discovery of the potential of anchors in the "people, goods and places" model.

The importance of the anchor's personal charm in promoting sales is self-evident, and anchors with strong professional skills will achieve twice the result with half the effort in gaining user trust. For example, @刘芳形体禮, who has many labels such as "international etiquette instructor" and "celebrity etiquette consultant", describes her personal live broadcast as "temperament creation", which makes her more persuasive and competitive; Dongfang's selected anchors include Dong Yuhui, Dun Dun, Bei Bei, YoYo, etc. Their distinctive personalities and expertise in different fields often make them "cheer" from the barrage during live broadcasts.

3. Chen Lan & Zhang Lan: The path and purpose of female billionaires in bringing goods

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 video congratulations, and the live broadcast room with a Rolls-Royce starry sky roof, which is said to be worth 20 million yuan, made this rich live broadcast full of highlights.

Unexpectedly, Chen Lan had a bad start. She refused to taste the food, and said, "If I say I use it, they will grab it." Some of Chen Lan's words and actions during the first broadcast angered the audience, and the results of the live broadcast also shocked the outside world. Chen Lan, who lost her popularity, later posted a video to apologize, but users seemed to "not give her face," so Chen Lan closed the Douyin comment area.

Not long after, Chen Lan conducted her second live broadcast to sell goods. She changed her previous style and began to taste various products, such as cherries, cakes, chocolates, crayfish, etc. This time, the audience probably sensed her efforts and the criticism was not as fierce.

Although some users still say they "don't buy it" and the controversy over rich people bringing goods has not been resolved, Chen Lan's performance in bringing goods can be called excellent. In the past 30 days, the total amount of goods brought by her Douyin account is expected to reach 250 million to 500 million yuan, and her account has gained 6.25 million followers.

Chen Lan is willing to invite a group of top stars to shoot videos to "help out" and to be the host herself. Even when encountering backlash from public opinion, she insists on live streaming because live streaming with goods is an important part of her business layout.

In a video on December 12, Chen Lan revealed that she wanted to become an MCN, "I think it's a new attempt." This is the hot push culture introduced in her Douyin account.

According to reports, Huotui Culture mainly helps amateurs and Hong Kong and Taiwan artists who have never sold goods to do live streaming and selling goods, including making short video content. In the video, she talked about her past entrepreneurial experience in the film industry and encouraged young people to "succeed as long as they work hard."

Before Chen Lan, female entrepreneur Zhang Lan had already started live streaming on Douyin and achieved explosive growth in performance at the end of 2022. The reason for her sudden popularity was quite accidental, that is, her son Wang Xiaofei posted a Weibo to complain about his ex-wife, which became the focus of public opinion, thus bringing half a month of popularity to Zhang Lan's live broadcast room.

Zhang Lan took the initiative to play with memes and took over this wave of traffic at the right time. Her past entrepreneurial experience and personality charm have won her a lot of praise. In addition, her style is bold and straightforward, so users call her "Sister Lan". When facing haters, her remarks are also quite humorous, which has triggered secondary dissemination and brought her popularity outside the live broadcast room. In the past month, her Douyin account has gained 1.55 million fans, and the current cumulative number of fans has reached 9.303 million.

Chen Lan and Zhang Lan's sales performance is difficult for ordinary anchors to achieve, but at least it proves one truth: selecting products based on user needs and explaining things in accordance with users' viewing habits, rather than putting on airs, can win more public favor and word of mouth.

4. Qudian Boss Luo: From becoming popular to disappearing, it only takes two steps

When announcing the transformation to enter the pre-prepared food track in April 2022, Qudian CEO Luo Min said: "We look forward to the ready-to-eat catering business becoming an important source of revenue in 2022."

Therefore, Qudian is not stingy with money when it comes to marketing investment. After @Qudian Luo Laoban joined Douyin, he continued to use his previous experience in the financial industry, using a large number of information flows and self-media to acquire customers, and then used low-price activities such as "9.9 special price free shipping" and "100 discounts for purchases over 200" to convert users and facilitate transactions. (The "one cent" pickled fish business made 250 million yuan, who is paying for Qudian?)

Image source: @趣店罗老板TikTok screenshot

In this live broadcast which was regarded by the outside world as a "capital game", Qudian's welfare was obviously "taken to the next level". The gimmick of "one cent to kill sauerkraut fish" which was created with real money eventually attracted more than 90 million viewers.

According to Liang Yi, founder and CEO of Red Rabbit Interactive, Qudian spent over 100 million yuan on purchasing traffic for this live broadcast on Douyin Qianchuan, in addition to Douyin's hot searches and splash screen ads. On Weibo and other platforms, Qudian's boss Luo also posted a Weibo to attract traffic, previewed the live broadcast on the 17th, and gave away 500 iPhone 13s.

Dissecting Qudian's live broadcast, this typical capital-based approach is obviously not favored by many industry insiders. Li Hao, founder of Mars Culture and Kasi Academy, believes that using a variety of unsustainable means and relying on huge capital investment to create an astonishing output of 250 million per game is fundamentally unsustainable. Every factor that created this crazy live broadcast is incompatible with the long-term operation logic of live broadcast e-commerce.

Judging from Luo Min's personal reputation, the past record of "Qudian" is not so glorious. The "black name" cast by campus loans is difficult to clear for a while. And last night, Luo Min was hit back 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 apologies, Luo Min quit the live broadcast room, and the account @趣店罗老板 changed its name to @趣店预製菜. It only took Luo Min a week to go from being an overnight sensation to quitting the Internet.

5. T97 Coffee: Using C-end strategies to do B-end business

In September this year, T97 Coffee Live Streaming Room became popular on TikTok. Li Hao - New Business Thinking also summarized the brilliance of its strategy: (Singing RAP "Selling Coffee": T97's real intention is not to drink)

1. T97 found a very distinctive and memorable anchor: Big Mouth Girl

Whenever you see T97's live broadcast in your information flow, you may be attracted to the "big mouth", and the content in the live broadcast room will make you stay for a few more minutes, thus creating a high popularity of the live broadcast room. From mid-September to early October, T97's average audience exceeded 4 million.

2. The second point: Use TO C live streaming to sell goods and carry out TO B investment and franchising

From the other two accounts associated with T97, @T97咖啡合作伙伴商 and @掌柜李潇, we can know that T97 came to Douyin to attract investment and franchisees, hoping to "open 1,001 coffee shops" across the country within one year. This goal is also clearly displayed in the introduction on the homepage.

The clever thing about T97's business model is that it uses a TO C approach to create a live broadcast room with millions or even tens of millions of viewers, to "select" those people who are interested in joining the coffee shop.

What kind of profile do these people have? I think they are probably the following: They live in third-tier cities or below, have hundreds of thousands or millions of dollars to spare, and want to start a business.

To create a popular live streaming room, T97's goal is to find this group of seed users and then use the investment team to quickly convert them. The more franchise stores T97 opens, the thicker T97's "blood bar" will become, because every time a franchise is attracted, T97 can charge a franchise fee. This fee is not very high. Generally speaking, the franchise fee of a coffee shop is about hundreds of thousands, but it may not be the main contribution to T97's income.

So where does the main contribution to T97's cash flow come from? Of course, when franchise stores are opened one by one, they need to continuously purchase raw materials from T97 and obtain relevant guidance on technology, operations, and communication from T97, which will continuously contribute to T97's cash flow.

T97 live broadcast room is not about the coffee. It does not care how much coffee Dazui can sell, but the popularity of this live broadcast room. Popularity can attract more small B users who are interested in joining from the 700 million daily active users. Popularity can also give these users more confidence, thinking that the brand they are joining has its own traffic and reputation, and can even bring traffic to their offline stores. After all, more than 90% of brands currently do not have the ability to bring traffic to franchisees.

VI. Conclusion

There is no "number one" in Douyin, and someone else may emerge at any time. Judging from the market size and growth rate, Douyin e-commerce still has strong explosive power and is a position that brands and MCN agencies cannot ignore.

Official data shows that the current average daily number of views in the live broadcast room by users exceeds 3.2 billion (as of November 18, 2022). In the past year, nearly 23.9 billion items have reached users through Douyin e-commerce. Compared with 2021, more than 220,000 merchants have doubled their GMV on the Douyin e-commerce platform. By the end of October this year, 541 top brands have made Douyin e-commerce their largest online business position.

In Douyin e-commerce, no one is always a dark horse, but there are always dark horses. The system will give traffic feedback in the first time based on the real-time conversion data of the live broadcast room. Each live broadcast room has its own shortcomings and limitations, but a good person-goods-venue and operation strategy directly determines the starting point of the live broadcast room, which is a replicable experience.

What other live streaming rooms and new anchors will emerge in 2023? We will wait and see.

Author: Lou Xingchui

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