Is Maomao Jie popular again? One person sells goods worth tens of millions, and 260,000 people are online within 10 minutes of the broadcast

On December 17, Maomaojie and her busy live broadcast room topped the Douyin hot list. How did this well-known funny video expert successfully transform into live broadcast sales? This article analyzes Maomaojie's live broadcast data and the characteristics of her live broadcast room, trying to find out her "traffic code", hoping to help you who follow Douyin and live broadcast sales.

Four years after becoming famous, the top funny short video expert - "Duoyu and Maomao Sister" is popular again, this time not because of the hit video, but because of live streaming sales.

On December 17, Maomao Jie was selling products in the live broadcast room alone. There was no assistant or staff. She was busy explaining the products, posting links, and collecting products by herself. She was very busy, but she ranked first on the Douyin hot list and attracted more than 100,000 people to watch.

In the next few days, Maomao Jie continued to broadcast live, and in addition to herself, she also called on the company's cleaning lady. A "messy" and very funny live broadcast room was launched like this, but netizens were very happy: within 10 minutes of the broadcast, nearly 300,000 people watched it, and many links were sold out in seconds...

Unintentionally, Maomao Jie suddenly opened up a new traffic password? Will he become the next phenomenal anchor selling goods?

1. One person supports tens of millions in sales: What is it like to support a live broadcast by one person?

On the evening of December 17, the live broadcast room of Douyin's top comedian @多余和毛毛姐 played out a scene like this: Maomaojie, wearing an apron, stood alone in front of the camera, explaining and demonstrating the product to the audience. Behind her was a red backdrop full of the festive atmosphere of New Year goods, which was in sharp contrast to Maomaojie's "loneliness".

This is not a new form of live streaming. On December 17, Maomaojie posted a video on Douyin, saying that all members of his live streaming team were sick and he was the only one who was still healthy, so he had to live stream alone.

"There are only two people left in the team of more than 20 people, and the other one is in charge of after-sales. Today (live broadcast), I need one person to upload the link, one person to talk about the product, one person to display the samples, one person to play music, and one person to cook hot pot."

In this way, Sister Maomao became the "chosen worker" and broadcast live alone at 7 o'clock that evening.

When selling hot pot live, Maomao Jie was a little overwhelmed because there were not enough people. Netizens in the barrage kept reminding her: "If the hot pot is dry, add water; if the fire is too big, turn off the fire." The hectic scene made people laugh, and the show effect was maximized.

However, what was unexpected was that Maomao's live broadcast unexpectedly attracted a large number of viewers, and netizens rushed to her live broadcast room to watch her live broadcast. Faced with the sudden traffic and the enthusiasm of netizens, even Maomao herself was shocked and kept saying "so many people".

Later, the topic #毛毛姐独直播心难笑的題 ranked first on Douyin's hot list, with more than 10 million views. In the video, Maomaojie said, "More than 100,000 people came to the live broadcast room to laugh at me."

According to Feigua data, during the live broadcast on December 17, the number of viewers in Maomao Sister's live broadcast room reached 9.405 million, with a maximum number of online users of 125,000. The sales volume of her live broadcast room was 100,000 to 250,000, and the sales revenue was 10 million to 25 million, breaking the highest record since her broadcast.

It is observed that the average customer unit price of Maomaojie's live broadcast room is relatively low, at 52 yuan, and it mainly promotes food and beverages, fresh food, beauty, personal care and household cleaning products, and most of the products are priced below 200 yuan. Among them, the sales of the "Be & Cheery Nuts Gift Box" priced at 149 yuan, the "Olay Water and Lotion Set" priced at 399 yuan, and the "Light Element Green Juice" priced at 98 yuan all exceeded 2.5 million.

It is worth noting that data shows that Maomaojie has conducted 63 live broadcasts in the past three months and put 897 products on the shelves. However, before December 17, the highest number of viewers in her live broadcast room was only 1.8 million, and the highest sales in a single broadcast did not exceed 10 million.

It can be said that compared with the team's careful planning, the results achieved by this single-person live broadcast supported by Sister Maomao's "lonely fight" are even more impressive.

2. Unlock the new “traffic password”?

In addition to the initial attention she attracted because of "one person supporting a live broadcast room", Maomao also asked the company's cleaning lady to join her live broadcast room. Unexpectedly, the aunt's joining made the live broadcast room more popular.

In the live broadcast on December 18, Maomao invited her aunt to help in the live broadcast room. The number of viewers of this live broadcast hit a new high, reaching 11.145 million, with a maximum number of online users of 193,000. In the live broadcasts in recent days, Maomao's sales have exceeded 10 million.

Today, the popularity of Sister Maomao’s live broadcast room continues.

At 8pm on December 22, Maomao and her aunt appeared in the live broadcast room. Just a few minutes after the broadcast started, before the first link was posted, the number of people online in the live broadcast room exceeded 100,000. Ten minutes after the broadcast started, the number of people online exceeded 260,000.

In the comment section, netizens were frantically posting “Auntie Auntie” and “Sister One Sister”.

The interaction between Maomao sister and the aunt was also hilarious. The two took each other's temperature and played jokes. Most of the time, it was Maomao sister who was talking while the aunt just sat quietly on the side. Maomao sister also applied a facial mask to the aunt. While the aunt was silent because of the facial mask, netizens kept posting comments such as "What is Yijie doing behind me?", "Auntie is going to sleep?", "Give the aunt some sunflower seeds"...

However, unlike other live broadcast rooms filled with "123 connect" and "buy buy buy", Maomao sister's live broadcast room seems too quiet. Even Maomao sister herself complained: "Our live broadcast room is a mess. We just chat and sell goods."

But it is this unintentional way that attracts netizens. In addition to actively interacting in the comment area, they also did not stop "buying, buying, buying", and products such as Qia Qia melon seeds, Vinda tissues, and L'Oreal facial masks were sold out almost immediately after the link was posted.

According to Feigua data, in the past six months, Maomao Jie has broadcast a total of 123 live broadcasts, which is almost a normal rhythm. However, before attracting attention because of this "one person live broadcasting sales" incident, his sales of goods in a single broadcast were mostly in the hundreds of thousands, rarely exceeding one million, and the number of people online in the live broadcast room was mostly a few thousand.

This sudden explosion of popularity has allowed Maomao Sister to grasp the password to traffic again. After becoming popular for 4 years and starting live streaming to sell goods for more than two years, Maomao Sister has ushered in the highlight moment of her live streaming career.

At 8:30 on December 22, within half an hour of starting her live stream, Maomao had already jumped to second place in the overall sales ranking, second only to Dongfang Zhenxuan. Will she become a new phenomenal sales anchor?

3. Becoming popular again after 4 years

In 2018, Duoyu and Maomao Jie became popular on the Internet with the phrase "I feel so happy, I feel like my life has reached its peak". With her iconic orange-red hair, funny Guizhou Mandarin, exaggerated and magical laughter, exaggerated movements and expressions, and down-to-earth plot content, Maomao Jie quickly attracted the public's attention. Within 3 months, her fans increased by nearly 20 million, becoming a million-level Internet celebrity.

However, the once phenomenal internet celebrity could not escape the difficulty of maintaining his popularity.

On June 24, 2022, Maomao Jie released a short video, responding directly to the loss of followers on her account. However, the video has been deleted.

He said in the video that his Douyin fans fell from 34 million at its peak to less than 30 million. The peak number of fans was more than 34.5 million in 2020. He lost more than 3 million fans in two years. In addition to the 800,000 fans cleared by the platform, he lost 4.5 million fans in two years.

Some people attributed the reason for his loss of fans to the start of live streaming and the quality of short video content.

Maomaojie's earliest live streaming sales record can be traced back to November 3, 2020. Maomaojie ranked third on Douyin's sales list that day with an estimated sales of 18.19 million yuan. At that time, many short video influencers turned to live streaming sales, and Maomaojie was no exception.

However, for a long time afterwards, Maomaojie's live streaming sales did not stir up much attention. Instead, after releasing this video in response to the loss of followers this year, he said: "This year I tried something I wanted to do but didn't: live streaming sales, and the results were pretty good."

Short video influencers who transition to live streaming to sell goods often encounter difficulties in adapting to the local environment, especially comedians like Maomao Sister. The audience is accustomed to the roles and plots they play in short videos. Once the perspective switches to live streaming to sell goods, many viewers will not be able to adapt at first.

Some netizens said: "He started out as a general entertainment company. Now that he has started live streaming, he will definitely lose a group of non-precise fans, which is a great benefit to him."

Maomao Sister was not discouraged by the loss of fans. Instead, she kept up the high frequency of live streaming to sell goods until this unexpected explosion of popularity.

Today, Maomao Jie has become popular again and has truly established herself in the field of live streaming sales. However, it remains to be seen how Maomao Jie will take on this traffic and how long the enthusiasm of netizens will last.

Author: Xiaolongguo

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