“Couples” use new tactics to sell goods through live streaming!

Single guys are tortured by those in a relationship all day long. Unexpectedly, they not only do this in real life, but also go on short video platforms to torture us single guys. Moreover, they not only show their affection, but also make a lot of money on short video platforms by acting as couples, pursuing top students and other forms of love. Today, let’s analyze the new live streaming sales routine that is like showing off one’s affection. Let’s take a look.

A pair of flip-flops, a set of pajamas, a Cantonese accent and two large bunches of keys.

On TikTok, "Big Wolf Dog Zheng Jianpeng & Yan Zhen Couple" quickly became popular with their "rent collection" series of videos.

The couple currently has 50.54 million followers on Douyin. After breaking Douyin's sales record with sales of 304 million yuan in a single show at the beginning of this year, they have been active at the top of Douyin's live streaming sales expert list.

During the Douyin 818 New Trendy Goods Festival, his cumulative sales of goods reached 230 million, and he was ranked first on the list of goods influencers for many times.

On Douyin, there are actually quite a few couple accounts like "Big Wolf Dog Zheng Jianpeng & Yan Zhen Couple".

For example, the "Kim Ae-ra couple" who emerged in the middle of this year, although they only have more than 3 million fans, the amount of goods they bring in cannot be underestimated.

According to the data from Chan Mama, the average sales of Jin Ae-ro and his wife reached 76.68 million in the past 30 days, and the cumulative sales in three months reached 230 million, making them one of the top anchors of Douyin.

In addition to ordinary internet celebrity couples, director Zhang Jizhong also joined Douyin with his wife since the end of last year, and attracted nearly 3 million fans in less than a year.

According to Chanmama data, Zhang Jizhong and his wife have brought in a total of 115 million yuan in sales, with an average sales volume of 6.041 million yuan.

After being bombarded by celebrity anchors and professional anchors, why are couple anchors coming to the forefront again? Behind the collective "eating a living" of bringing the whole family with them, what are the "tricks" behind the couple's hosting duo?

1. Create a character and tell a story

When a couple works together to sell goods, the secret to attracting fans is naturally the "story" - even if the plots are different, the core point is the love story and daily loving life between the couple that revolves around the characters.

For example, the story of Kim Ae-ra and her husband is a Sino-Korean transnational family. Both husband and wife studied abroad at the University of London in the UK. After that, the husband from South Korea gave up his career in Dubai and lived in China with his wife.

The video content mainly shows the warm and happy daily life of a family as they overcome cultural differences and language barriers.

During the epidemic, Kim Ae-ro and her husband used the difficulty of obtaining visas as a creative point and produced a series of stories about a Korean mother-in-law and husband who had not seen each other for two years, integrating the longing between the two into short videos.

Unlike the exotic background of Kim Ae-ro and his wife, the big wolf dog couple Zheng Jianpeng and Yan Zhen highlight the image of "the second generation of Guangdong demolition workers".

The rent collection video series is one of the story lines for the couple to create an image of nouveau riche.

In addition, "strong woman, weak man" is also a label for Zheng Jianpeng and Yan Zhen. The wife wants to go shopping whenever she disagrees with something, while the husband takes care of all the housework, is caught hiding private money, and has to ask his wife for permission to play games, which is often shown in their short videos.

The Rainbow Couple took the grassroots route, telling the story of a female "bad student" who spent two years chasing after a male "top student" who was three years younger than her.

The two have been in love for more than ten years. They used to make ends meet by doing odd jobs when they first entered society, and later they made a comeback by selling insurance and earned seven figures by the end of the year.

Although the content posted by the Rainbow couple is not as exaggerated and funny as that of Zheng Jianpeng and Yan Zhen, it is closer to ordinary people and emphasizes the couple's hand in hand and unyielding love life, which is enough to move many people.

Because their personalities and stories are different from traditional anchors and celebrity anchors, the fan groups attracted by these couple anchors also show certain commonalities.

According to data from Chanmama, nearly 80% of the fans of these couple anchors are female users, aged between 18 and 40, and they are a group with strong purchasing power.

The fairly concentrated and representative fan base actually also prompts the couple hosts to show similarities in terms of selling goods - the three major categories of goods, beauty and skin care, food and beverages, and daily necessities, are frequent visitors to these couples' live broadcast rooms.

In addition to meeting the needs of the fan base, the focus of the major anchors in selling products also matches their personalities.

For example, the Kim Ae-ra couple, who come from a multinational and highly educated background, mainly sell Korean, European and American beauty products. The words "Attracting Japanese and Korean products" are also at the top of their Douyin homepage.

According to Chanmama data, the beauty and skin care category contributed nearly 55% of the sales in the live broadcast room of Jin Ailuo and his wife in the past 30 days.

Cicada Mom: E-commerce Analysis of Kim Ae-ra and his Wife

The main products sold by the big wolf dog couple Zheng Jianpeng and Yan Zhen are daily necessities, but because they have always been known as the second generation of Guangdong demolition makers, the average customer spending on the products they sell is relatively high. Their live broadcast room carries many international brands such as HOU, Fresh, and Guerlain.

The Rainbow Couple, which takes a people-friendly approach, mainly promotes daily necessities and home textiles, and the overall average customer spending is relatively affordable.

For example, in its "Tenth Anniversary" live broadcast room, the product with the highest sales was a Jinliufu full gold pendant that sold for only 299 yuan.

The couple hosts maintain their personalities and content creation on stage, control the rhythm of preheating and diversion, and promote the business cooperation process, but behind the scenes they mostly rely on the support of MCN.

According to statistics from Kaiboli Finance, as of September this year, there were 11 husband-and-wife accounts on Douyin with 5-10 million followers, all from two MCN agencies, Wuyou Media and Xingyou Darenshuo.

There are 24 accounts with 1.5-5 million fans, and nearly half of them have signed contracts with MCN agencies, including Wuyou Media, Xingyou Darenshuo, Shangxing Interactive Entertainment, Papitude, Qi Guang MCN, Ganpai Culture, etc.

Zheng Jianpeng and Yan Zhen are affiliated with Wuyou Media. They have both spoken frankly about the great support they have received from MCN.

After signing with Wuyou Media, with the professional support of the MCN agency, their creation and business cooperation have become smoother.

Source: Wuyou Media official website

Li Gang, COO of Wuyou Media, once told the media that the significance of MCN agencies to influencers lies in their rich experience in incubating IP characters and their deeper thinking on the rules and gameplay of the platform.

The perspective of influencers is relatively single, but organizations have a more global mindset and can use their experience to incubate content and create more popular content.

MCN has paved the way for many couple anchors to commercialize from content creation to sales with mature experience and methods. Although the path is smoother, it does not mean that "one trick can make you successful everywhere."

After MCN entered the market, many couples as anchors were criticized for overdoing it.

For example, Zheng Jianpeng and Yan Zhen were criticized by netizens for having a "toxic love story" and "overdoing it", and their authenticity of the "landlord" image was even questioned.

Of course, in addition to joining mature MCN agencies, there are also many couples who set up their own business to "venture out" in the live broadcast room, such as the Kim Ae-ra couple and the Rainbow couple.

Although the short dramas lack the support of MCN organizations and are not "well-produced", their creations can impress the female group with content that is more down-to-earth, more real, and more focused on daily life.

2. The charm of husband and wife

The most direct reason why anchors are willing to be active in the live broadcast room as a couple is naturally because users like to watch it.

Users essentially like to watch "serials" on short videos, as can be seen from the short dramas that have emerged this year.

Compared with individual internet celebrity bloggers who focus on comedy, fashion or other styles, couples can create more story-oriented content, and the life-like plots are more real and credible. Many bloggers who tell stories about couples actually have the same idea.

At the same time, story-based themes can also be presented in the form of a serial drama, which can extend the interactive stickiness between the anchor and the user, act as a mediator between the anchor and the fans, and thus retain fans.

When the number of fans accumulates to a certain level, commercial monetization becomes a natural thing.

Moreover, the story-telling content is closer to daily life scenes and lifestyles, so more brands can integrate into it more naturally and convey the brand image efficiently.

Users love to watch it, and with the live streaming e-commerce boom just around the corner, bloggers who meet these conditions naturally have opportunities.

Many husband-and-wife duos have established a solid fan base by seizing the opportunity of short videos on TikTok, and then, with the help of the platform, have naturally embarked on the path of live streaming and selling goods.

Zheng Jianpeng and Yan Zhen started creating short videos in 2018. Soon many of their works became popular and they accumulated a large number of fans.

As a result, they were able to quickly keep up with the pace of platform innovation and the bonus period of live streaming sales, and started live streaming in November 2019.

Kim Ae-ra and her husband initially used short videos to share their transnational love story and interesting stories about family life in China and South Korea.

In June of this year, his content #Korean husband thanks his Chinese wife after getting vaccinated# also became a hot topic on Weibo, with related readings reaching 300 million, further boosting the popularity.

With such a strong influence as a foundation, its path to selling goods through live streaming will be smoother.

Regarding the transformation from short video influencers to live-streaming hosts, Kim Ae-ra and her husband once stated in an interview that this was a clear development path they chose after facing "the sudden love from a large number of fans and the demand for Korean cosmetics and European products."

The Rainbow couple also took advantage of the trend.

Since 2018, the Rainbow couple has been sharing their daily life on Douyin and gradually accumulating fans.

According to the Rainbow couple, "The epidemic broke out in 2020. We were bored at home and saw other anchors selling goods, so we also tried to sell goods. The original intention of selling goods was relatively simple. We just followed the general trend."

The money-making ability of the couple who were the first to enter the live streaming industry has been verified, and more people have been attracted to come and make money.

For example, Zhang Jizhong and his wife only joined Douyin and started selling products at the end of last year. According to data from Chanmama, there are currently more than 60 couples with millions of fans on Douyin.

The fact that couples have become popular characters in live broadcast rooms can actually give us a glimpse into deeper trends in the industry.

As one of the most dazzling trends since 2020, celebrities, internet celebrities, and businesses are all flocking to live streaming to sell goods, which has directly led to intensified competition in the industry and the emergence of homogeneity problems.

As live streaming e-commerce has gradually entered a mature stage, in order to break out of the circle faster and overtake others, innovative and differentiated gameplay has become the key.

The differentiated requirements have also led to two different styles of live streaming sales today.

One is to emphasize professionalism. Whether it is the top live broadcasts headed by Li Jiaqi and Viya, or the professional and celebrity anchors active in the live broadcast rooms of major brand merchants, they mainly rely on strong sales capabilities to form the label of "professional" to cultivate users' trust in them.

The other way is to reflect the difference through innovative content. This is the case with today's couple anchors, the Simba family in the past, or the short drama masters.

Anchors with different styles and personalities tell various stories in the live broadcast room and then bring out the products for sale from the stories.

As the watchability of the content improves, users will be willing to stay in the live broadcast room for a long time. Their willingness to consume is closely related to their recognition of the host and their resonance with the story.

The change in the style of live streaming sales by influencers is actually a reflection of the fact that the live streaming sales ecosystem is becoming more mature and the content forms are becoming more diverse, vertical and detailed.

In this general trend, couples are just a current content style, and there will surely be other richer content forms coming to the fore in the future.

But in essence, whether it is a family, a couple, or a couple selling goods, the purpose is to attract users' attention and prolong user retention. After all, traffic is the basis for greater business growth space.

Author: Rui Ling

Source: New Marketing Engine