Defeating Dong Yuhui, he becomes the new "No. 1 Salesman" of Douyin!

Defeating Dong Yuhui, he becomes the new "Big Brother" of Douyin!

According to a third-party data platform, in May this year, the celebrity anchor Jia Nailiang surpassed Dong Yuhui, Crazy Little Yangge and other super anchors, and ranked first in the Douyin expert sales list. Some people began to call him the new "Big Brother" of Douyin.

During the just-concluded "618" period, Jia Nailiang, who entered the "618" promotion mode in advance on May 21, ranked first in the single-person sales list of Douyin's "618 Good Things Festival", and confirmed his title of the new "Big Brother of Douyin".

From Luo Yonghao to Crazy Little Yangge, and then to Dong Yuhui, the "flowering period" of Douyin's "Big Brother" seems to be getting shorter and shorter. This time, how long can Jia Nailiang sit on the position of "Big Brother of Douyin"?

Part 01: Douyin's new "number one" is coming with great momentum, with GMV exceeding 100 million in 3 hours

As early as May 13, Jia Nailiang posted the first "618" theme video of this year on his personal Douyin account. From the subtitles of the video, we can see that for this year's "618" promotion, Jia Nailiang's team has done 180 days and a total of 4,320 hours of preparation work. At the end of the video, it is written, "This 618, let us open a new chapter together."

From the live broadcast record, Jia Nailiang, who has been in Douyin live broadcast for nearly 3 years, has indeed reached a new height. His first "618" live broadcast on May 21st ushered in a good start.

According to data from Yaowang Technology, the MCN agency to which he belongs, the GMV of Jia Nailiang's live broadcast room exceeded 100 million within 3 hours of the live broadcast. In the nearly 12 hours of live broadcast on that day, Jia Nailiang achieved double the sales of the entire 618 last year.

According to Feigua data, Jia Nailiang set the theme of the live broadcast on May 21 as "International Big Brand Beauty Carnival". On that day, a total of 219 products were put on the shelves in his live broadcast room,

Among them, beauty products accounted for as high as 73.5%, including Helena, La Mer, Clarins, Estee Lauder, Kefumei+Kelijin, PROYA, Winona, and other well-known domestic and foreign brands.

Among them, Helena's "Black Bandage" night cream became the No. 1 in sales of all beauty products that night with an estimated sales of 75 million to 100 million yuan.

After the great success of the first promotion live broadcast, Jia Nailiang subsequently launched six special live broadcasts for beauty brands, including Kefumei+Kelijin, Lancome, Estee Lauder/La Mer, Helena Rubinstein, Winona, and Kiehl's, as well as two mixed live broadcasts.

Among them, among the special live broadcasts of beauty brands, Helena Rubinstein's special live broadcast has the highest estimated sales, reaching 75 million to 100 million,

followed by Estee Lauder/La Mer, Lancome, and Kefumei+Kelijin special live broadcasts, with estimated sales of 50 million to 75 million.

Extending the timeline to the entire "618", Jia Nailiang has launched 17 broadcasts in total, bringing a total of 857 products,

The total live broadcast views reached 140.647 million, the number of likes reached 650.525 million, and the average number of online people per broadcast was 120,000. His account gained 3.099 million fans through live broadcasts.

During the same period, Dong Yuhui's "Traveling with Hui" broadcast 56 shows, bringing 3,940 products, with a total live broadcast audience of 347.008 million, but the average number of online viewers was only 52,000; Crazy Xiao Yangge also broadcast 17 shows, bringing 397 products, with a total live broadcast audience of only 129.82 million, but the average number of online viewers was relatively high, reaching 134,000.

Part 02: Three keys to breaking the circle, how long can the “number one” stay in the position this time?

Looking back, Jia Nailiang won the "618" this year, and he was obviously well prepared. "The anchor is professional, the product selection is in place, and the service is good, which is the key to Jia Nailiang's 618 live broadcast going viral," said an industry insider. In Jia Nailiang's big promotion live broadcast, he saw the sustainable play of live broadcast.

On the one hand, there are many and intensive live broadcast warm-up videos, and celebrity guests also indirectly help.

According to statistics, there are more than 60 "618" related warm-up videos released by Jia Nailiang's account.

These videos not only contain content related to live broadcast benefits and product promotion,

but also videos of Jia Nailiang negotiating with brands on cooperation mechanisms during the 618 product selection process.

For example, in the video titled "Hello everyone, I am the initiator of this event, Jia Nailiang" released by Jia Nailiang's Douyin account on May 20, he said with a slightly solemn expression when negotiating with a certain brand, "If you don't come up with a king bomb product for 618, I think you don't have to go on, there is no point."

In the comment area of the video, there are messages such as "generous" and "expecting".

In addition, celebrities Li Xiaoran, Tan Songyun, Huang Jingyu, Gong Jun, and Song Qian also appear in Jia Nailiang's videos from time to time. Although these videos do not mention "618" at all, they can undoubtedly bring a lot of heat to Jia Nailiang and his "618" live broadcast. On the other hand, the selection range is concentrated on "famous products", consolidating the "optimal mechanism" mentality of well-known brands and big brands in the live broadcast room. The beauty products on Jia Nailiang's live broadcast room this time are mainly international big brands and well-known brands. Through the warm-up video released by Jia Nailiang, it can be seen that his team held a thousand-product talent show as early as the "618" preparation period in April. Jia Nailiang personally negotiated with the brand 1vN to strive for the optimal mechanism of "618" for fans. Facts have proved that Jia Nailiang did it. Taking the Helena Black Bandage Night Cream, which ranks first in sales in Jia Nailiang's live broadcast room, as an example, consumers spend 4,680 yuan to buy not only a 50ml+15ml "Black Bandage" cream combination, but also a "Black Bandage" sample equal to the full-size capacity of 50ml, 100ml Helena Cleansing Mousse, which is approximately equal to the full-size capacity, and a "White Bandage" cream equal to the full-size capacity of 15ml.

In response to this, many netizens spontaneously posted their orders on social platforms and said that "it is more cost-effective than the price mechanism of the top anchors on other channels."

Furthermore, many heavyweight live broadcast welfare products have been added to mobilize netizens' enthusiasm for watching live broadcast draws and secondary dissemination.

In many of Jia Nailiang's pre-heating videos, the heavyweight benefits of "618" are mentioned: "500,000 1 cent benefits, iPhone15 mobile phone draws, 500 million super value subsidies and cash red envelopes, and a brand prize pool worth 400,000 yuan", etc., which have attracted many consumers.

After the live broadcast started, many netizens posted the lottery code in the comment area of Jia Nailiang's live broadcast room, and the netizens who won the prize could not contain their inner joy.

Share your winning experience on social platforms such as Douyin and Xiaohongshu, forming a "spontaneous secondary dissemination" of traffic, providing more opportunities for the further explosion of his live broadcast room.

In addition, the diversity of Jia Nailiang's live broadcast room scene construction and the attentiveness of after-sales service are also key factors to ensure that his live broadcast can continue to achieve high GMV.

For example, in a note posted by a Xiaohongshu user who was puzzled about "showing that he won the prize but failed to receive the reward", Jia Nailiang personally went out to answer questions and solve doubts in the comment area of the note, which won the favor of many netizens.

"In fact, the second half of live broadcast is a competition of the anchor's comprehensive ability. The anchor needs to be able to negotiate with the brand and get along with the users," said the above-mentioned industry insider. Jia Nailiang is undoubtedly a star anchor with strong comprehensive strength, "so it is not surprising that he can become the new 'No. 1 on Douyin'."

"Douyin is permanent, but the No. 1 is changing."

In April 2020, Luo Yonghao made his debut on Douyin live broadcast and achieved a GMV of over 100 million in 3 hours. He then became popular and was named "No. 1 on Douyin".

But in June 2022, Luo Yonghao quit the Internet, and the title of "No. 1 on Douyin" was replaced by the crazy Xiao Yangge, who has over 100 million fans this year and has been active in the live broadcast room for a long time.

In January this year, Dong Yuhui, who "went solo" from Dongfang Zhenxuan, made his first live show with Hui Xingxing on a new account, creating a sales volume of more than 100 million in less than 4 hours of live broadcast, surpassing the crazy Xiao Yangge whose sales volume in a single show was only 25 million to 50 million in the same period.

Since then, Dong Yuhui has been widely regarded as the new "number one" of Douyin.

It is not difficult to see that the "flowering period" of Douyin's "number one" is getting shorter and shorter.

This time, how long Jia Nailiang can sit in the position of Douyin's "number one" may depend on many factors such as Jia Nailiang's next live broadcast frequency, live broadcast discount strength, and continued control over the supply chain.

"Live broadcast is a marathon. At present, Jia Nailiang, who has ascended to the position of "number one", is likely to continue his popularity and continue to expand his influence." A live broadcast operator made a prediction.