Text: Zhang Na, Editor: Jiang Yuqi
“Thank you Mrs. Zhou Wenqiang, I hope Mr. Zhou Wenqiang will not be unhappy all the time.”
It has been 4 weeks since the new anchor Luo Yonghao started broadcasting. Although its delivery style, professional level, and popularity fluctuations have all caused controversy, but every time it starts broadcasting, it always brings some new topics. For example, one of the events that has attracted the most attention recently is the two rich wives who have spent a lot of money in the live broadcast room of Lao Luo-two “Tou Xiaoxin” and “Mrs. Zhou Wenqiang” vibrato users.
“It’s so wonderful, the two women compete for the first place in the list for Lao Luo”, “We don’t understand the world of rich women”. On the night of the live broadcast on April 10, many similar netizens appeared in various social networks. Poison Eye consulted the public data and found that the above two users respectively brushed more than 10 million sound waves to Luo Yonghao (1 yuan equals 10 sound waves) Gifts, occupying the first two places on the list of gifts that day, far exceeding the third place of 1.5 million sound waves.
Luo Yonghao ’s live broadcast gift list on April 10 (picture source Douyin)
When Lao Luo live broadcast for the third time on April 16th, the “Mr. Xiaoxin Xin” who won the last time appeared again. After accumulating a total of 1.222 million sound waves, he once again won the top spot in the gift list. The data accounted for nearly 20% of the total number of Luo Yonghao’s live broadcasts on that day.
This crazy behavior of rewarding can’t help but make the outside world curious about her and the status of “Mrs. Zhou Wenqiang”, and even some people who eat melons speculate, “Will they have some capital-level connections with Lao Luo?”
But in reality, the problem is not that complicated.
New shaking data shows that the maximum rate of powder addition on weekdays is only 2,000 people / day.”Mrs. Qiang”, which added 38,000 fans on April 10, nearly 20 times more than usual; and the “purpose” of “Mr. Xiaoxinxin” is more obvious. The data shows that this is a new account that has just been registered From the day of Lao Luo’s live broadcast on April 10, she began to publish short video content one after another, and within a day she achieved an increase of 407,000 fans.
After this, the “Xinxinxin teacher” increased the speed of powdering along the way. On April 16, after she defended the champion of the gift list in the live broadcast room of Lao Luo, the number of fans directly came to 657,300. Nowadays, many users swipe the screen directly under her short video and claim that they are “coming from Lao Luo live room”.
Mr. Xiaoxinxin ’s comment below the teacher ’s video (picture source vibrato)
It is between the gift list and the rapid growth of fan data that people in the industry can see at a glance the motivation of “Xiaoxinxin Teachers” and the team behind them for crazy rewards. “This is a very common powder-sucking technique.” A person in charge of the mcn agency told the poisonous eye that this kind of huge investment occupies the reward position of the head anchor, thereby attracting attention. The operation method of attracting attention. It’s already commonplace.
However, although this method can quickly guide fans, it also has the disadvantage of simple and rude and mechanized, that is, it cannot guarantee the retention and accuracy of fans, so it is gradually abandoned by some high-end players.
For the “Xiaoxinxin teachers”, through the rewards of real gold and silver, they have earned enough gimmicks in the major headrooms, but the problems left for her are still many- How to keep fans? How will it be realized in the future? How can I repay the initial investment?
Outside the live broadcast room, there is another kind of capital surge.
Who is the Gold Master?
“Ask who is Teacher Xinxin Xin?”
To this day, on all major social platforms, there are still many people wondering who the “gold master” is, and who is rewarding Lao Luo for 1 million.
Public information shows that Xiaoxin Xin ’s Douyin account has only been releasing short video content since April 10, and 19 works have been released so far.
Xiaoxin Xin ’s Douyin account (picture source Douyin)
There are 6 short videos, which are all around it for Luo Yonghao, cousin (Qin progress) , Gao Huohuo, etc. Douyin’s head anchor is rewarded with high amount. In the video, she always has a sense of mystery, wearing sunglasses, facing the camera, shaking the wine glass in her hand. When the assistant asks “how much money to give XX tonight”, she will say a smile A huge amount, or say “always brush”.
In a short period of time, her “brilliant” and “domineering” people stood up on the ground and easily stood out from the many vibrato users. Fans started to chase her and claimed to be the “family of the rich woman group”, not only looking forward to “Sister Xin” replying to her message, but also hoping that they could become lucky in the live broadcast room, choosing “Sister Xin” as “the family “Prepared precious gifts such as cars or pearl necklaces.
Xiaoxin XinlaoNetizens’ comments below the video of the teacher (picture source vibrato)
“Rewarding with items is already one of the methods used by anchors to maintain fan stickiness.” An MCN practitioner told Du Zi that every video of Xiaoxin Xin ’s teacher has its own marketing rhythm, regardless of the mystery that was thrown away , Until gradually revealing the true content of the next live broadcast of selling goods, it is actually a typical “advocate to develop a record.”
Further understanding of Houduzuo found that this mysterious and willful rich woman was already an “old player” on the live track. According to Baidu Encyclopedia, at the end of November 2016, teacher Xiao Xinxin officially became a Taobao anchor. So far, he has 200,200 fans, which is almost the same as other Taobao waist anchors.
In fact, on Zhihu and other platforms, many users have complained that the skin care products developed by the team of Xiaoxinxin teachers are Sanwu products, which are called veritable micro-businesses. Judging from the early feedback from the public opinion alone, Mr. Xiao Xinxin’s staffing is not ideal.
However, no matter what the actual situation is, when the “Twenty-eight Law” appears in the Taobao live broadcast field, in the original track, the teacher Xiao Xinxin, who can’t compete with the head anchors such as Li Jiaqi and Wei Ya, can only cope with the thousands. Like Taobao anchors, they strive to grab the remaining 20% of traffic. However, now that I have moved to the Douyin platform, which has just made efforts to broadcast live goods, after relying on the fame of the old Luo live broadcast room, the space that Xiaoxin Xin can imagine in the future is very different.
Photo Source Douyin
Compared to the anchor set by this “female strongman”, “Mrs. Zhou Wenqiang” who is fighting with each other in the live broadcast room of Lao Luo can be regarded as a “smart helper”. She used her strength to make Zhou Wenqiang’s Baidu search index increase by 1653 points a day after April 10-Lao Luo “worries” that Mr. Zhou is unhappy, obviously over-considered.
Who is Zhou Wenqiang? Data searched by Baidu shows that the so-called “Godfather of Chinese Finance and Commerce” has “entrepreneur”, “best-selling author” and “founder of New Idea Holdings Group”Many other tags, such as Douyin, Himalaya FM, WeChat and other platforms, have accounts, and often advertise that they have achieved wealth freedom by means of “money to make money”.
Currently, Zhou Wenqiang ’s main business is selling offline courses of “successful learning” and various financial management books, trying to use his “counterattack” life history to allow more people to accumulate wealth.
Zhou Wenqiang, who is holding the “halo” of opinion leaders, seems to be taking a knowledge-paying path, but after gaining a better understanding of him, he must inevitably “found 26 group companies and take charge of him.” The propaganda slogan of “Hundreds of Millions of Assets” is marked with a question mark-the company’s survey data shows that in February 2014, Zhou Wenqiang resigned from the post of general manager of Shenzhen New Thought Cultural Communication Co., Ltd. (But it does not exclude the possibility of others holding the company) .
As for his courses, on Zhihu and other platforms, many netizens said that he was “just harvesting waves of leeks.” “The so-called business course is for the purpose of inciting and brainwashing, telling a bunch of correct nonsense, using chicken blood, and 1% basic knowledge of investment, which has attracted many believers to pay for it.” < / p>
Picture Source Knows
The collapse of the human settings may be instantaneous, but for the two anchors who have made the limelight in the live broadcast room of Lao Luo, they have attracted the attention of a group of fans and earned enough heat.
Especially on the day of the live broadcast on April 10th, Lao Luo said in the live broadcast room that he would donate all the reward income to the epidemic area in Hubei. In the face of the competition between the two fans, Lao Luo also broadcasted many times in the mouth. It is emphasized that they are very loving. This aspect has improved the awareness of Mr. Xiao Xinxin and Zhou Wenqiang in front of the public. On the other hand, it has also made an “image upgrade” for the two.
In this shareholder style, the two immediately opened the flow of cashlayout. According to the new shaking data, in the live broadcast room of Mrs. Zhou Wenqiang for nearly a month, Yinlang basically kept floating between 10,000 and 100,000, but after the second day of the screen in the Lao Luo live broadcast room, Zhou Wenqiang sat on the live broadcast of his wife During the period, when recommending all kinds of books to fans, it hit a record high of 554,900.
Data Source: New Shake
On the other side, Mr. Xiao Xinxin also started to pick up goods on Douyin Live. Four products were recommended in the live broadcast on April 21, and the final sales totaled 256,600.
In order to encourage more users to buy, Mr. Xiao Xinxin played the game with the lowest price of the game in the anchor room, and then called on fans to click on them and follow the list, directly expressing their desire for traffic.
Data Source: New Shake
However, contrary to expectations, after a live broadcast, the number of Xiaoxin Xin ’s fans of Douyin did not increase, but fell from 703,000 to 699,000.
In the eyes of a person in charge of MCN, “this phenomenon is quite normal.” “After attracting fans, the anchor will often consider how to monetize, especially when this type of leaderboard is used to guide a huge fan group overnight, how to retain it is one of the most realistic issues before them.” And obviously, “Xiaoxinxin teachers” alsoDid not find this trick.
Is it listed or “gambling”?
“There are so many users, any player wants to trap a large amount of private domain traffic.”
A person in the industry told the poison eye that it was out of the demand for traffic that the “Xiaoxinxin teachers” played the way of leading the list. “. This method may be a bit strange in the eyes of some old Luo fans who do not look at the live broadcasts, but in other people’s live rooms (especially in the quick hands, etc. On the platform) , in fact, it has been commonplace.
The origin of “listing” in the field of live e-commerce can be traced back to 2018. In order to increase the user’s interactivity on the platform, Quick Player put forward the PK rule of the Reds, that is, the two anchors can call fans through live broadcast Lianmai to call for fans to win and win. This seems to be a popular competition, but it is actually a good way to enhance the mobility of fans, big anchors “belt” small anchors.
Today, under the rules of pk, the anchors have gradually developed a new method of live broadcast-that is, players occupy the first and second positions in the live broadcast room of the big anchor by brushing gifts. You can let the anchor perform the oral broadcast, guide other fans to click on the follower, or get the opportunity to connect with the anchor to join the live connection.
Picture Source Network
A person in charge of the MCN agency who has been in contact with Kuaishou business told the poison eye that after connecting with the e-commerce player, the live broadcast room of the big anchor will also be directly online shopping cart “Remarks”> (commonly known as “little yellow car”) ,