In the field of Xiaohongshu’s e-commerce, Li Da, a post-00s blogger, stood out with her unique live broadcast method and became the platform’s first post-00s “first sister”. She demonstrated the effect of the product in an intuitive and interesting way by conducting experimental evaluations in the live broadcast room, such as testing sunscreen with a UV camera, which attracted the attention and trust of a large number of young consumers. This live broadcast style of “knowledge revitalization” not only allowed Li Da’s live broadcast sales to exceed 22 million yuan, but also injected new vitality into Xiaohongshu’s e-commerce ecology, and also provided a new paradigm for the interaction between brands and young consumers.
“Li Da, you really… Who came up with such an abstract assessment method? ”
When Li Da, born in the 00s, turned on the UV camera in the live broadcast room to evaluate the sunscreen, she and Fu Tiehan, who were illuminated by ultraviolet lights, immediately became two “little black people” under the lens. This scene caused countless young people to shout abstraction while paying for this experiment where seeing is believing.
With the support of consumers, Li Da rushed all the way to the first place in Xiaohongshu’s real-time buyer list, becoming the first post-00s “first sister” of Xiaohongshu e-commerce. Such a growth rate, in this quiet 618, can already be called an absolute “dark horse”.
Clicking into Li Da’s live broadcast room, there are no low-priced drainage products, no fancy sets, and no order urging skills, but more about the display of product test data and the sharing of academic principles. The equal and comfortable chat atmosphere also makes this knowledge that seems a little boring in books become vivid and interesting.
In addition to using “knowledge to make a living”, Li Da also set up a “shortcoming link” for each product that appears in the live broadcast room, reminding users to think carefully before placing an order. However, under her “persuasion” words, many products are still snapped up. The final sales of this live broadcast exceeded 22 million yuan, and 8 brands exceeded one million, including well-known brands such as Nivea and domestic brands in their infancy such as Chuji.
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Xiaohongshu, which focuses on lifestyle e-commerce, has already appeared many buyers such as Zhang Xiaohui and Dong Jie, with aesthetics and taste out of the circle, Li Da of the post-00s generation does not have exquisite makeup and fashionable outfits, but relies on the new idea of “knowledge revitalization” to walk out of a bright growth curve.
This contrast also makes people curious, in addition to transmitting knowledge through experiments, what other characteristics does Li Da have that can attract consumers to pay for her? In the future, can Li Da continue to maintain the growth momentum and grow into the next benchmark of Xiaohongshu?
01 Move the “experimental whole life” into the live broadcast room
Li Da’s experiment is not only in the live broadcast room. When you open Li Da’s Xiaohongshu, it is not difficult to find that shooting experimental vlogs is an unavoidable daily life of Li Da and Fu Tiehan, a young couple who graduated from Chinese Minmin University and Peking University respectively.
As in the live broadcast room, it is their basic operation to “pick up the underwear left” of the product. By personally disassembling products, consulting a large number of literature, borrowing professional instruments, etc., Li Da strives to present the real evaluation data of the mouth to users. In addition to being serious, “We coded, please let it go!” “Begging for mercy” not only hit the personalized needs of young people to pursue real and interesting things, but also allowed Li Da to accumulate a group of “personality fans”.
Like Li Da herself, her fans have diverse concepts, attach importance to the practicality and freshness of products, and they also prefer bold and attitude interesting expressions, in addition to professional discussions around the experimental content, they will also intimately ridicule Li Da and Fu Tiehan, and when they meet the best things in their hearts, they will also trust and ask for links from “Sister Da”.
The reporter observed that unlike most anchors on the market, Li Da will not deliberately shoot a preview of the selection of “praising the product” before the live broadcast, but will maintain a consistent evaluation style and conduct a real evaluation of the selection.
The only difference is that it will be announced to everyone at the end that there will be more knowledge of popular science in the live broadcast, and everyone is welcome to “come and listen to popular science, don’t buy it”. In the end, the live broadcast attracted nearly 300,000 people to book the live broadcast, setting a new record for the number of reservations in a single session of Xiaohongshu e-commerce, and these live broadcast previews themselves also had good data, with the highest number of likes in a single article even exceeding 680,000.
“Don’t place an order yet, I haven’t said the shortcomings yet!” “Don’t be in a hurry to place an order, listen to the shortcomings first and then decide whether to buy or not”, like Li Da’s daily videos, the “shortcomings link” has also become a practice in the live broadcast room. And these emphasis on “blocking” after listening to the shortcomings of the product also respects the user’s own choice.
The setting of the “shortcomings link” not only greatly saves the time of consumer selection and trial and error, avoids the trouble of returns, but also allows the trust between fans and buyers to continue to the live broadcast room, which in turn contributes to the outbreak of her business.
According to the data of the Dandelion platform, the average stay time of this evaluation live broadcast is 11 minutes and 52 seconds, far exceeding the “passing line” of 45 seconds for the live broadcast with goods. In terms of the proportion of orders, Dandelion Background shows that more than 70% of the results of bringing goods are created by non-fan users.
The spillover positive discussion brought about by the unique live broadcast content has also made Li Da gain more people’s recognition and love, and her number of fans has increased from about 2.6 million before the broadcast to 2.91 million today.
02 Let users pay for it, and the same frequency
The development of e-commerce is no longer limited to simple buying and selling transactions. Interesting content and paid forms of bringing goods are the key to attracting users’ attention.
Evaluation is one of the most impressive ways to impress consumers in recent years. According to the “Survey Report on the Impact of “Third-Party Evaluation” on Consumer Rights and Interests released by the China Consumers Association in March 2023, nearly 80% of consumers will watch “third-party evaluation” before shopping. Obviously, evaluation has become a “fixed link” for many consumers before shopping.
“We are responsible for stating true information, you are responsible for believing in yourself”, as Li Da said, when consumers are becoming more and more rational, bloggers only need to make the evaluation content true and useful, and consumers will naturally make their own choices.
Xiaohongshu, which has a unique community atmosphere, has always been a high-frequency area for evaluation and sharing. There are not only professional evaluation agencies here, but also bloggers and amateurs who spontaneously evaluate daily good things. Like Li Da, a daily sharing evaluation blogger who shares real and useful, intuitive and vivid and interesting things for users will naturally be favored by users.
Just like Li Da and her fans, most of the links between these bloggers and fans are not only about buying and selling relationships, but also about the identity between “people” – for example, in the comment area of the Xiaohongshu video content released by Li Da, fans affectionately call her Sister Da and Fu Tiehan Lao Tie, and the relationship between the two sides is like “electronic girlfriends” and “Internet friends”.
For Li Da, it is a very natural change to transform from a blogger to a buyer and start live streaming. Long before this evaluation live broadcast, a large number of keywords of “asking for links” and “asking for evaluation” in the comment area of Li Da’s works were often pushed to the forefront. After the live broadcast, fans asked for recommendations more frequently.
On the other hand, young creators like Li Da are also very good at satisfying users’ emotional value through more personalized content creation and friendlier communication methods, so as to achieve the same frequency as users. The deep trust brought by emotional value allows fans to watch and place orders in the live broadcast room, just like the path of a seed growing into a big tree, everything grows based on trust and diverges from trust.
Fans not only pay attention to the products in Li Da’s live broadcast room, but also become interested in their lifestyle and daily moments, and are eager to have the same style. In Li Da’s Xiaohongshu small list list, products such as the magazine “Natural History” and Li Da’s false eyelashes that Fu Tiehan has subscribed to since junior high school are also popular for purchase.
Platform adaptation is also an indispensable key part. The interconnection of Xiaohongshu’s e-commerce platform content and the traffic of the commodity field has helped Li Da achieve accurate matching of resources and capabilities more quickly.
Xiaohongshu e-commerce has built a set of traffic distribution mechanism with “content” as the core, even if it is a niche style and subdivided category, it can find “people with the same frequency”. As long as you are like Li Da, you can continue to ferment the live broadcast style and account content, and always convey truth and sincerity, you can continue to ferment through content and accumulate a good reputation.
This positive cycle mechanism has also allowed more bloggers to start trying to bring goods live. Rather than passively waiting for the screening of brand advertisements, buyers can control the live broadcast room by themselves, have actual sales conversion, let brand customers make more intuitive measurements, and can also take the initiative to link more customers who match the tone of their own accounts, and then leverage traffic through content to obtain continuous growth in commercial value.
03 Xiaohongshu, where young people gather, needs more “Li Da”
Li Da and Fu Tiehan, who are born in the 00s, have also released a signal to the market that the young creators of Xiaohongshu have huge commercial value potential.
In fact, Xiaohongshu, which has a unique community atmosphere, has always been a gathering place for young people. According to the information released by the platform, the number of monthly active users of Xiaohongshu exceeds 300 million, of which 50% are post-95s, 35% are post-00s, and 50% are users in first- and second-tier cities.
On the other hand, the spending power of Generation Z (i.e. young people born in the 95s and 00s) cannot be underestimated. According to the data of the White Paper on Generation Z Consumption Power, the per capita monthly disposable income of Generation Z will reach 3,501 yuan in 2020, much higher than the national per capita of 2,682 yuan. The Juchao wave report also shows that although the Generation Z group accounts for only 19% of China’s total population, about 262 million people, its consumption power far exceeds its population share, accounting for 40% of the country’s total consumption power.
This also means that if brands want to achieve sustainable development, they must win the favor of young consumers, so Xiaohongshu, where young people gather, has naturally become an unavoidable link on the road to growth for brands.
As young users pay more and more attention to emotional value, for them, consumption is not just about buying something, but also looking for a group of people who are like “themselves”. Due to the similar growth background of the times, young creators like Li Da naturally understand the consumption habits and pain points of young people better, and achieve the “same frequency” with them.
For brands that want to win the favor of young users, it is also a new opportunity to tap bloggers like Li Da with accurate crowd portraits and high fan stickiness to cooperate with goods, whether it is an old brand like Nivea that needs to open up the cognition of young people, or an emerging brand like Chuji, which relies heavily on the word-of-mouth of young people, they are all seeking live broadcast cooperation with young bloggers.
Such a trend has become a wave. A set of data that can be verified is that in the list of the top 100 buyers of the rise100 released by Xiaohongshu e-commerce at the beginning of this year, 30% of the buyers are post-95s. Even if the number of fans is not high. As long as it can meet the precise needs of users and have a differentiated personal style, there is also a chance to get good results – 19 of the buyers on the list have less than 100,000 fans, and the lowest number of fans is even only 10,000 fans.
On the other hand, the live broadcast e-commerce industry is moving towards standardization, and high-quality creators will also usher in a new dividend period.
In June this year, the State Administration for Market Regulation issued the “Measures for the Supervision and Administration of Live Streaming E-commerce (Draft for Comments)” (hereinafter referred to as the “Measures”), which was revealed that after improving the “Measures” based on public solicitation of feedback from the public, the Market Supervision and Administration Bureau will introduce implementing regulations as soon as possible, improve the normalized supervision system of live broadcast e-commerce, further tighten supervision, and promote the industry to enter a new stage of development.
In the future, whether Li Da can continue to maintain a strong enough growth trend and sit firmly in the position of the “post-00s sister” of Xiaohongshu e-commerce will take time to verify. It is worth looking forward to the emergence of more “Li Da” in Xiaohongshu, and more and more high-quality young people will emerge in the entire e-commerce industry, and drive the entire market to continue to innovate and radiate more vitality.
