The live broadcasting industry is really a huge grassroots team, and more and more people are joining in to "act". Nowadays, it is not just Simba, Crazy Little Yang, Li Jiaqi and other top figures who can arouse heated discussions among netizens. Their apprentices and assistant broadcasters, under the reputation of "masters", have gradually come to people's eyes and become new stars in the field of live broadcasting.
This is not surprising. For the sales leaders of major platforms, if they want to make their business bigger and more stable, they cannot concentrate traffic on themselves. It is more reasonable to use their huge traffic to incubate the next generation of newcomers in the company.
It can be seen that on Taobao, Li Jiaqi's live broadcast room has Zhu Wangwang, Qingzi, Huo Wa and other out-of-the-circle assistant broadcasters; on Douyin, Crazy Little Yang has successively signed a number of Internet celebrity Huang, Qibobo, Zui Ge, Qiao Mei and other Internet celebrities in the past two years; Simba, not to mention, in Kuaishou Jianghu, where the master-apprentice system is prevalent, has already cultivated a group of disciples such as Dan Dan, Cat Sister, and Shi Damei.
So looking back at this time, how are Simba, Crazy Little Yang, and Li Jiaqi's most proud "disciples" developing?
Simba’s apprentice Dandan: Kuaishou’s first sister, Simba’s successor
Looking at Kuaishou Simba's disciples, the one who is most popular and well-known now is the eldest disciple "Egg".
Not long ago, Dandan angrily criticized then-Xinxuan CEO Guan Qian in an internal chat group, which continued to dominate the hot searches. A few days later, Xinxuan Group issued a personnel appointment and dismissal notice, appointing Song Tieniu (Lanshan) as the group CEO and fully responsible for the daily management of the group. Guan Qian will no longer serve as group CEO.
Screenshots uploaded online
This was also seen as a sign that Dandan had succeeded in forcing her to marry. Screenshots posted online showed that Dandan said bluntly about the matter: "Finally quit the group, eliminate harm for the people, and Xinxuan has a piece of pure land." The reason why Dandan dares to be so tough on the CEO is because of her confidence as Xinxuan and even the first sister of Kuaishou.
Screenshots uploaded online
As early as 2020, Dandan, who had just joined Xinxuan for a year, participated in the Double 11 premiere, with sales exceeding 270 million in a single live broadcast. Since then, he has become famous and has become Xinxuan's key training target. In 2021, Dandan conducted another live broadcast of "Challenge Simba" with goods. The GMV of a single game reached 1.461 billion, of which 4 products had a GMV of over 100 million, and 28 products had a single link GMV of over 10 million.
According to reports, Xinxuan’s previously announced total transaction volume in 2022 will be 50 billion yuan, while Dandan alone accounts for almost half of the total sales.
As of now, in the Xinxuan family, Dandan has more than 90 million Kuaishou fans, second only to Simba as the "master". The number of fans of other apprentices such as "Cat Sister", "Shi Dameili", "Zhao Mengche" and others are all in the order of 40 to 50 million, which is far behind Dandan.
Because of this, Dandan was once regarded as Simba's successor.
Dandan's ability to achieve these achievements would definitely be inseparable from the support of the platform and Xin Xuan. But from a personal perspective, the persona created by Dandan in the live broadcast room is also very suitable for Kuaishou, a trusting community that values private domain traffic and persona.
For example, in a live broadcast in 2020, Dandan knelt down to his master Simba and said, "Thank you dad for everything you have given me."
In daily live broadcasts, Dandan will also emphasize "low prices" and "added gifts" to give viewers in the live broadcast room the best deals on the entire network. Coupled with her unique straightforward temperament as a Northeastern girl, she has attracted countless fans.
But Dandan's development has not been smooth sailing. Like her master Simba, she has been repeatedly involved in fake product controversies.
In April last year, when Dandan brought YPL sun protection and cooling pants, consumers who placed orders first discovered that the product was not available in the brand’s official live broadcast room and questioned them for selling fakes. The official YPL sports fashion product also issued a statement saying that the products in Dandan Live Room are not officially authorized and do not belong to the YPL brand.
Weibo screenshot
Although Xin Xuan later stated that the incident was caused by the dispute between the trademark holder before and after the trademark transfer, he was also willing to provide a full refund for all consumers who purchased YPL products. But Dandan, as a top anchor with nearly 100 million fans, made such a low-level mistake in product selection, which makes people wonder whether she can afford the reputation of Kuaishou's number one sister?
Xiao Yang's apprentice, Huang at the traffic light: Funny and ugly go hand in hand, the live broadcast room is "the king"
"Brothers, my first sister is back again."
Brother Yang's apprentice "Yellow at the traffic light" has recently become a representative of the "black and red" Internet. On the evening of December 6, Huang Gang from the traffic light broadcast live for 3 minutes. After greeting the new users, he bowed and stood up, and then the live broadcast room was blocked. Later, Brother Yang came out and responded that the ban was only temporary, "Tell them not to worry, it's okay, I'm taking care of it."
Screenshot of traffic light yellow rebroadcast
Although the platform did not give a specific reason for the ban, most people speculated that it was related to the controversy caused by the yellow-banded YSL air mattress at the previous traffic light. In that live broadcast, she was seen in front of the camera with disheveled hair and a ferocious face. She was holding an air mattress in her hand and squatted on the table with her legs spread. It looked very unsightly.
In fact, this is not the first time Huang’s live broadcast room has been blocked. For a long time, Traffic Light Huang’s live broadcast style has always been funny and ugly, which is similar to Xiao Yang’s nonsensical “reverse delivery”. Among the many disciples, he is also the one whose style is closest to Xiao Yang’s. However, she was often banned for violating live broadcast rules due to her overly exaggerated actions. She once had a record of being banned 10 times in one live broadcast, making her the "king of bans" in 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 ability to bring goods cannot be underestimated.
As of now, the number of fans on Traffic Light Huang’s Douyin is nearly 9.3 million, the number of people buying in the window exceeds 5.13 million, and the number of units sold exceeds 10.6 million.
TikTok screenshot
According to Cicada Mama’s data, during the four days of Traffic Light’s Yellow Live Broadcast in November, the cumulative sales of products were between 750,000 and 1 million, and the cumulative sales were between 25 million and 50 million yuan. Among them, the day with the highest 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 sales have exceeded 100 million yuan.
It is also worth mentioning that Cicada Mama data shows that just 3 minutes after the traffic light was blocked, the number of viewers in the live broadcast room reached 181,000, and the number of likes reached 5.693 million.
To a certain extent, the yellow color of the traffic light became popular quickly by taking advantage of the "ugliness trend" on the Internet, but the vulgar, borderline, and abnormal aesthetics hidden behind it have also become a cloud over her head. If these problems remain unresolved, her live broadcast room may be more than just banned in the future.
Li Jiaqi assists Zhu Wangwang: He has a counterattack script and has high emotional intelligence to assist
Compared with Dandan's reckless temperament and the yellow "bump" image of the traffic light, Li Jiaqi's most popular assistant Zhu Wangwang is more like the "ceiling" of ordinary workers and the best assistant to the boss Li Jiaqi.
In stark contrast to today, Zhu Wangwang’s original low starting point was. For a long time, Zhu Wangwang has been criticized by fans in the live broadcast room for looking like a little old lady and not knowing how to dress up. He is also too reserved and unable to keep up with Li Jiaqi's rhythm. He is also questioned about his inability to speak.
But gradually, some netizens discovered that Zhu Wangwang had changed. The first is the substantial improvement in appearance. In Xiaohongshu, there are hundreds of thousands of content notes about Zhu Wangwang's "dressing" and "wearing braces", becoming a learning object for "all girls".
Comparison of Zhu Wangwang before and after
More importantly, Zhu Wangwang's performance as a worker with high emotional intelligence has been unanimously recognized by fans.
For example, in the variety show "All Girls' Offers 2" where Li Jiaqi bargains with various brands, when Li Jiaqi is very interested in a certain product, Zhu Wangwang will remind her to "calm down"; when there is no progress in the brand negotiations, she will smile and say: "Call us again to try and fight for it, there will definitely be room."
One time during Li Jiaqi's live broadcast, another assistant broadcaster Shea did not manage her expression well. When she was applying lipstick, she seemed unhappy, and Li Jiaqi was also a little angry. Zhu Wangwang immediately smoothed things over with Shea and said, "Three times the salary, please bear with me." The awkward atmosphere in the live broadcast room disappeared instantly.
Mei ONE has indeed given Zhu Wangwang more resources this year. First, she appeared on ELLEMAN New Youth, completing her fashion magazine debut. After that, he filmed his first commercial, which was trending by the sponsor L'Oreal, and then he released the news of cooperating with Hushubao.
But overall, although Zhu Wangwang has a good reputation, his own traffic is limited and it is difficult to stand alone. Zhu Wangwang currently does not have his own live broadcast account, and only sells goods in Li Jiaqi's live broadcast room and the other two matrix accounts of Mei ONE, "All Girls" and "All Girls' Wardrobes".
The only Weibo and Xiaohongshu accounts have fans in the order of 200,000 and 300,000, which are only mid-range Internet celebrities at best.
Screenshot of Xiaohongshu
In other words, compared with Simba and Xiao Yang's apprentices, who often have hundreds or tens of millions of fans, Zhu Wangwang is even more inseparable from Li Jiaqi's own traffic.
Rather than being a live anchor, Zhu Wangwang is more like the strongest assistant.