Text: Chen Yan. Edited Gale.
The live broadcast industry is really a huge grass stage team, and more and more people are going up to "act".
Nowadays, it is not only Simba, Crazy Brother Yang, Li Jiaqi, who can arouse heated discussions among netizens. Their apprentices and assistant broadcasters, under the reputation of "**", have gradually come to people's eyes and become new stars in the field of live broadcasting.
This is not surprising, for the big platforms with goods, if you want to make the plate bigger and more stable, you can't concentrate the traffic on yourself, and it is more reasonable to incubate the next generation of newcomers in the company with your huge traffic.
It can be seen that in the **, Li Jiaqi live broadcast room, there are Zhu Wangwang, Qingzi, Huowa and other out-of-the-circle assistants;To Douyin, Crazy Brother Yang has successively signed a number of Internet celebrity circles such as Huang, Boss Seven, Brother Zui, and Qiao Mei in the past two yearsSimba is not to mention, in the Kuaishou Jianghu where the master-apprentice system is prevalent, a group of loving apprentices such as Dandan, Cat Sister, and Shi Damei have already been cultivated.
So looking back at this point in time, Simba, Crazy Brother Yang and Li Jiaqi's most proud "** How has it developed?
Looking at Kuaishou Simba's apprentices, the most popular and well-known one is still the big ** "Dandan".
Not long ago, Dandan angrily scolded the then Xinxuan CEO Guan Qian in the internal chat group, and continued to dominate the hot search. A few days later, Xinxuan Group issued a notice of appointment and dismissal, appointing Song Tieniu (Blue Mountain) as the group's CEO, fully responsible for the group's daily management, and Guan Qian no longer served as the group's CEO.
Screenshot of the online transmission. This is also regarded as a signal of the success of Dandan's "forcing the palace", and the screenshot of the online transmission shows that Dandan's blunt statement on this matter: "Finally got out of the group, eliminated harm for the people, and chose a piece of pure land." The reason why Dandan's dare to be such a tough CEO is because of her confidence as Xin Xuan and even the first sister of Kuaishou.
Screenshot of the online transmission. As early as 2020, Dandan, who had just joined Xinxuan for a year, participated in the premiere of Double 11, with a single live broadcast sales of more than 2700 million, since then he has become famous and has become the key training object of Xin Xuan. In 2021, Dandan carried out a live broadcast of "Challenge Simba", and the GMV of a single game reached 146.1 billion, of which 4 products have a GMV of more than 100 million, and 28 products have a single link GMV of more than 10 million.
According to reports, Xin Xuan's previously announced total turnover in 2022 will be 50 billion yuan, and Dandan's sales alone will account for almost half of the country.
Up to now, in the Xinxuan family, the number of Kuaishou fans of Dandan has exceeded 90 million, second only to Simba as "**", and the number of fans of the rest of the apprentices like "Cat Sister", "Shi Da Beautiful", "Zhao Mengche" and others are in the order of 40 or 50 million, which is far from Dandan.
Because of this, Dandan was once regarded as Simba's ** person.
Dandan's achievements are definitely inseparable from the support of the platform and Xinxuan. But from a personal point of view, the character set created by Dandan in the live broadcast room is also very suitable for a trust community like Kuaishou, which values private domain traffic and people.
For example, in a live broadcast in 2020, Dan Dan knelt down to **Simba and said, "Thank you dad for everything you have for me".
In the daily live broadcast, Dandan will also emphasize "breaking the price" and "adding gifts", giving the audience in the live broadcast room the most preferential price on the whole network. With her unique straightforward temperament as a girl in the Northeast, she has attracted countless fans.
But Dandan's development has not been smooth sailing, and like her **Simba, she has repeatedly fallen into fake controversy.
In April last year, when Dandan brought YPL sunscreen cool pants, the consumers who placed the order first found that there was no such product in the brand's official live broadcast room, and questioned them for selling fakes. The official of YPL sports fashion products also issued a document saying that the products in the Dandan live broadcast room are not officially authorized and do not belong to the products of the YPL brand.
Screenshot of Weibo. Although Xin Xuan later said that the incident was caused by a dispute between the trademark holder before and after the transfer of the trademark, he was willing to handle a full refund for all consumers who purchased YPL products. But Dandan, as a head anchor with nearly 100 million fans, made such a low-level mistake in the selection of products, which can't help but make people wonder if she can afford the name of Kuaishou first sister?
Brothers, my first sister is back. ”
Brother Xiaoyang's apprentice "Yellow of Traffic Light" has become a representative of "black and red" on the Internet in recent days. On the evening of December 6, Huang Gang at the traffic light broadcast live for 3 minutes, and after greeting the new users, the live broadcast room was banned after bowing and getting up. Subsequently, Brother Xiao Yang came out to respond that the ban was only temporary, "Tell them not to worry, it's okay, I'm dealing with it." ”
Screenshot of the yellow replay of the traffic light.
Although the platform did not give a specific reason for the ban, most people speculated that this matter was related to the controversy caused by the yellow belt goods YSL air cushion at the previous traffic light. In that live broadcast, I saw her wearing a drape in front of the camera, with a hideous face, holding an air cushion in her hand, and once squatting on the table with her legs crossed, looking very good-looking.
In fact, this is not the first time that Huang's live broadcast room has been blocked at the traffic light. For a long time, the main live broadcast style of traffic light Huang is funny and ugly, which is similar to Brother Xiao Yang's nonsensical "reverse delivery", and it is also the one with the style closest to Brother Xiao Yang among many apprentices. But she is often banned for violating the rules of live broadcast because of her exaggerated actions, and her high record is that she was blocked 10 times for a live broadcast, which is simply the "king" of the live broadcast room.
Although the live broadcast room is always blocked, the yellow style of the traffic light has also attracted a group of loyal audiences, and its strength in bringing goods should not be underestimated.
Up to now, the number of traffic light Huang's Douyin followers is nearly 9.3 million, the number of in-window purchases has exceeded 5.13 million, and the number of sold pieces has exceeded 10.6 million.
Screenshot of Douyin. According to the data of Cicada Mother, in the 4 days of the live broadcast of the traffic light yellow in November, the cumulative sales of the products with goods were 750,000-1 million, and the cumulative sales were 25 million-50 million yuan. Among them, the highest day of sales was November 15, with sales reaching 8.5 million to 12.5 million yuan. If the time is extended to half a year, the cumulative sales of her live broadcast have exceeded 100 million yuan.
In addition, it is worth mentioning that the data of the cicada mother shows that only 3 minutes before the return of the yellow of the traffic light was sealed, the number of ** people in the live broadcast room once reached 1810,000 people, and the number of likes reached 56930 thousand.
To a certain extent, the yellow of the traffic light took advantage of the "ugly style" of the Internet and quickly became popular, but the vulgar, edge-rubbing, and deformed aesthetics hidden behind it also became a cloud above her head. If these problems are never solved, then her live broadcast room may be more than just a ban in the future.
Compared with Dandan's reckless temperament and the yellow "upside down" image of the traffic light, Li Jiaqi's most popular assistant Zhu Wangwang is more like the "ceiling" of ordinary workers, the best assistant of the boss Li Jiaqi.
In stark contrast to today, Zhu Wangwang had a low starting point. For a long time, Zhu Wangwang was criticized by fans in the live broadcast room for looking like a little old lady and not knowing how to dress up, and because he was too restrained, he couldn't keep up with Li Jiaqi's rhythm, and was questioned that he couldn't speak.
But gradually, some netizens discovered that Zhu Wangwang had changed. The first is a significant improvement in appearance, in Xiaohongshu, there are hundreds of thousands of notes about Zhu Wangwang's "dressing" and "wearing braces", which has become the object of Xi for "all girls".
Comparison between Zhu Wangwang and the later stage.
More importantly, Zhu Wangwang's performance of high emotional intelligence as a worker has been unanimously recognized by fans.
For example, in the variety show "All Girls' Offer 2", in which Li Jiaqi bargained with various brands, when Li Jiaqi was very interested in a certain product, Zhu Wangwang would remind "you have to be calm";When there is no progress in the brand negotiations, she will smile and say: "Fight again, there must be room for it."
Once when Li Jiaqi was live broadcasting, another assistant broadcaster Shea didn't do a good job of expression management, and when he put on lipstick, he didn't seem to be very happy, and Li Jiaqi was also a little angry. Zhu Wangwang immediately said to SHEA, "Triple the salary, bear with it", and the embarrassing atmosphere in the live broadcast room disappeared instantly.
Mei ONE has indeed given Zhu Wangwang more resources this year. First of all, she was featured in Elleman New Youth and made her fashion magazine debut. After that, the first advertisement was filmed, and it was sent to the hot search by the financier L'Oreal, and then the news of cooperation with Hushubao was released.
But on the whole, although Zhu Wangwang has a good reputation, his own traffic is limited, and it is difficult to take charge alone. Zhu Wangwang currently does not have his own live broadcast account, and only brings goods in Li Jiaqi's live broadcast room, as well as the other two matrix numbers of Mei One, "All Girls" and "All Girls' Wardrobe".
The only Weibo and Xiaohongshu accounts have fans in the order of 200,000 and 300,000, at best, they are only middle-waist Internet celebrities.
Screenshot of Xiaohongshu.
In other words, compared with Simba and Brother Xiaoyang's apprentices, who often have millions of fans, Zhu Wangwang is even more inseparable from Li Jiaqi's own traffic.
Compared with being an anchor with goods, Zhu Wangwang is more like the strongest assistant.