| Edited by Cheng Shushu
| Title picture by Li Xinma
| Quanhongchan Douyin screenshot
At twelve o'clock in the evening on a weekday, Ye Zi, a 25-year-old office worker, has been squatting in a live broadcast room wearing armor for an hour. Half an hour ago, she downloaded a An order of 68.9 yuan for 6 splits, but the live broadcast room seemed to be full of orders, and it was never her turn to split her order.
What is "pair-pair collision"? This is a new live sales model that combines the gameplay of "blind box opening + elimination fun". Before the game starts, consumers need to choose different packages in the shopping cart of the live broadcast room. These packages include different numbers of blind bags or blind boxes, and each blind bag contains a product sold in the live broadcast room. After the audience places an order for a certain number of blind boxes, the anchor will open them for them under the camera of the live broadcast room and place them on the nine-square grid in front of the screen.
Picture source: Screenshot of Douyin Live Broadcast Room
Different reward mechanisms will be set up during the unboxing process, including making wishes (unpacking specified by the user) color), pairs of pairs (two products of the same color appear in the blind box), three-in-one (three products of the same color are connected in a line), family portrait (the colors of the products in the nine-square grid are completely different), Qingtai (the product turtle in the nine-square grid is due to Pair against each other, clear all three in a row), etc. The core gameplay is "pair against against". If the conditions are met, the corresponding number of blind boxes will be given away. (The rules and number of rewards applicable to different live broadcast rooms are slightly different)
Source: Weibo
If different reward mechanisms are triggered multiple times in a row, the number of products consumers finally receive will even double, and the anchor will continue to Exclaiming for the buyer's "good luck": "Baozi, it's so cool!" Gameplay with instant feedback, one shot n The shopping experience full of satisfaction and emotional value makes many viewers unable to help but buy.
01, Quanhongchan popularized "pair-pair"
Looking back, the popularity of the "pair-punch" model in the live broadcast room originated from the beginning of August this year. It was during the Paris Olympics, and the public's attention was focused on my country's participation in the Olympics. Regarding athletes, many netizens also captured the behavior of diver Quan Hongchan who entered a "Turtle vs. Pair" live broadcast room before the competition and placed orders frantically.
After winning the All-Red Chan Competition and returning to China, the first thing he did was to post the "Army of Turtles" on the Internet. Several topics surrounding "All-Red Chan Showing Luminous Turtles" immediately became hot searches. What kind of turtle could attract an Olympic champion to squat between games? More and more netizens rushed into the live broadcast room, and "Turtle Pair Peng" quickly became popular on the Internet.
Source: Quanhongchan Douyin screenshot
The "turtle" is actually a resin ornament that is useless except for display. It was even dubbed "beautiful waste" by netizens. On 1688, the price of each one is only 0.55 yuan. However, in the "Dui Dui Peng" live broadcast room, the price of 9 pieces is as high as 19.9 yuan, which can attract many consumers to place orders. According to
data, in the live broadcast room of @九九家超碰二店, where Quan Hongchan once purchased resin turtles, the number of online viewers for several subsequent live broadcasts exceeded 500,000. In the seven days from August 12 to August 18, the live broadcast account gained 63,000 followers. The cumulative sales of the four live broadcasts with goods ranged from 500,000 yuan to 750,000 yuan. The sales volume of a single live broadcast exceeded 2,500 yuan. pieces.
Picture source: @九九家超碰二店直播 Sales situation
The popularity caused by cheap little turtles did not gradually decline until September, but the "pair-pair" gameplay became more and more popular, with toys, paper towels, and garbage Bags, wet toilet paper, cat strips, coffee... From daily necessities to food to beauty, more and more live broadcast rooms are launching a "pair-to-pair" sales model. Wet wipes of different colors can be sold together, fruit teas of different flavors can be sold together, and cat strips in different packages can also be sold together. Even the same packaged goods can be randomly affixed with different stickers to create artificial marks. Suddenly, everything can be collided. There is no blind box, and blind boxes must be collided.
Ye Zi has been obsessed with the live broadcast room "Dui Dui Bang" for some time. In addition to wearing armor, she has also placed orders in many "Dui Dui Bang" live broadcast rooms such as snacks, paper towels, garbage bags, clips, etc. Looking at the various products piled up in her home, she often warns herself not to place orders with enthusiasm, but every time she looks at them, she can't help but.
"It's really too high-spirited. No one knows who is playing." She said with emotion.
As Ye Zi said, the "dual-dual-bang" scheme of "who plays and who gets the upper hand" is "forcibly controlling" more and more young people. But after it became popular, problems also followed. Some people received wrong goods, and some people received wrong goods. I found that my "European spirit" is actually related to the anchor...
02, how much can I touch, don't look at the "European spirit" to see the "mystery"?
To put it bluntly, "pair-pair" coincides with people's "gambling nature."
During the live broadcast, through the stimulation of collisions, European and Chinese additions, as well as the anchor's exaggerated praise and magical ringtones, the concept of getting extra is repeatedly reinforced. As the number of products continues to expand, users have a feeling of luck. And account for more pleasure. At first,
was just an audience that wanted to watch and have fun. Driven by the atmosphere in the live broadcast room, they also had the idea of trying it themselves, so more and more viewers joined in. In a sense, users care more about the emotional value provided by the anchor than the value of the product. The stronger the anchor's ability, the richer his speaking skills, the stronger his ability to mobilize consumers, and the more emotional satisfaction he can bring to consumers.
This high emotional value makes many netizens unable to stop. donews found that some large "Dui Dui Bang" live broadcast rooms can have more than 10,000 people online at the same time. Sometimes the anchor keeps talking and "talking", and the live broadcast lasts for four or five hours. In some live broadcast rooms, orders are even completed within a few minutes. Can be robbed.
For people who don’t have strong self-control, the “Dui Dui Peng” live broadcast room is like an “electronic slot machine” in disguise. However, "slot machines" may really depend on luck, but the "European spirit" in the "Dui Duipeng" live broadcast room is operable.
Xiaoka, a host who previously did a live broadcast of the card "Dui Duipeng", told donews: "In this kind of 'pair-pair' live broadcast room, the number of hits you can make after placing an order is entirely under the control of the host. Because his products are packaged according to color out of sight of the camera, the colors added and removed each time can be controlled. In addition, when unpacking the products ordered by the user, the assistant next to him can also swap the specific color with the blind box in the host's hand. Therefore, the specific amount of money that can be taken away from each order is also planned. "
Source: Douyin screenshot
In addition, Xiaoka also said that in order to attract the public to place orders, some "Dui Dui Peng" live broadcast rooms will also have "supporters". "When dismantling the orders of these 'supporters', just The 'European Qi' value will be maxed out, and you will hit and clear the platform continuously, and you will encounter a lot of them in the end. But for real users, the number will be controlled to a normal number, and users will only think that their "European style" is not that good. "
Ye Zi also has a deep understanding of this. Every time she watches the live broadcast rooms of "Double Punch" with the mood of watching the excitement, when she sees the birth of "European Emperors" one by one, her desires are filled with excitement. Even if I know in my heart that something is useless, I can’t help but want to try it. “After trying it, I find that my ‘European spirit’ is not that big, and I still want to try it again, but I end up placing orders like crazy. "
More often than not, the orders placed by Ye Zi in the live broadcast room that are full of orders will not be picked up by the anchor, but the products will be mailed directly after the live broadcast. In this regard, the anchors will prompt shortly after the broadcast starts. , some orders that are too large may not be opened during the live broadcast, and an additional pack of
small cards will be given to orders that are not opened. Explain that this phenomenon is because the live broadcast room splits a large number of orders from "trustees" in order to stimulate the audience to place more crazy orders. "The greater the probability of 'collision' in the live broadcast room, the easier it is to attract users to place orders." Normally There is no chance for consumers' orders to be split.
If you play "pair and match" in the live broadcast room, the merchants will definitely make more money.This may be a successful way to bring goods via live broadcast, but for consumers who indulge in it, it is tantamount to falling into a "consumption trap."Written by
| Edited by Cheng Shushu
| Title picture by Li Xinma
| Quanhongchan Douyin screenshot
At twelve o'clock in the evening on a weekday, Ye Zi, a 25-year-old office worker, has been squatting in a live broadcast room wearing armor for an hour. Half an hour ago, she downloaded a An order of 68.9 yuan for 6 splits, but the live broadcast room seemed to be full of orders, and it was never her turn to split her order.
What is "pair-pair collision"? This is a new live sales model that combines the gameplay of "blind box opening + elimination fun". Before the game starts, consumers need to choose different packages in the shopping cart of the live broadcast room. These packages include different numbers of blind bags or blind boxes, and each blind bag contains a product sold in the live broadcast room. After the audience places an order for a certain number of blind boxes, the anchor will open them for them under the camera of the live broadcast room and place them on the nine-square grid in front of the screen.
Picture source: Screenshot of Douyin Live Broadcast Room
Different reward mechanisms will be set up during the unboxing process, including making wishes (unpacking specified by the user) color), pairs of pairs (two products of the same color appear in the blind box), three-in-one (three products of the same color are connected in a line), family portrait (the colors of the products in the nine-square grid are completely different), Qingtai (the product turtle in the nine-square grid is due to Pair against each other, clear all three in a row), etc. The core gameplay is "pair against against". If the conditions are met, the corresponding number of blind boxes will be given away. (The rules and number of rewards applicable to different live broadcast rooms are slightly different)
Source: Weibo
If different reward mechanisms are triggered multiple times in a row, the number of products consumers finally receive will even double, and the anchor will continue to Exclaiming for the buyer's "good luck": "Baozi, it's so cool!" Gameplay with instant feedback, one shot n The shopping experience full of satisfaction and emotional value makes many viewers unable to help but buy.
01, Quanhongchan popularized "pair-pair"
Looking back, the popularity of the "pair-punch" model in the live broadcast room originated from the beginning of August this year. It was during the Paris Olympics, and the public's attention was focused on my country's participation in the Olympics. Regarding athletes, many netizens also captured the behavior of diver Quan Hongchan who entered a "Turtle vs. Pair" live broadcast room before the competition and placed orders frantically.
After winning the All-Red Chan Competition and returning to China, the first thing he did was to post the "Army of Turtles" on the Internet. Several topics surrounding "All-Red Chan Showing Luminous Turtles" immediately became hot searches. What kind of turtle could attract an Olympic champion to squat between games? More and more netizens rushed into the live broadcast room, and "Turtle Pair Peng" quickly became popular on the Internet.
Source: Quanhongchan Douyin screenshot
The "turtle" is actually a resin ornament that is useless except for display. It was even dubbed "beautiful waste" by netizens. On 1688, the price of each one is only 0.55 yuan. However, in the "Dui Dui Peng" live broadcast room, the price of 9 pieces is as high as 19.9 yuan, which can attract many consumers to place orders. According to
data, in the live broadcast room of @九九家超碰二店, where Quan Hongchan once purchased resin turtles, the number of online viewers for several subsequent live broadcasts exceeded 500,000. In the seven days from August 12 to August 18, the live broadcast account gained 63,000 followers. The cumulative sales of the four live broadcasts with goods ranged from 500,000 yuan to 750,000 yuan. The sales volume of a single live broadcast exceeded 2,500 yuan. pieces.
Picture source: @九九家超碰二店直播 Sales situation
The popularity caused by cheap little turtles did not gradually decline until September, but the "pair-pair" gameplay became more and more popular, with toys, paper towels, and garbage Bags, wet toilet paper, cat strips, coffee... From daily necessities to food to beauty, more and more live broadcast rooms are launching a "pair-to-pair" sales model. Wet wipes of different colors can be sold together, fruit teas of different flavors can be sold together, and cat strips in different packages can also be sold together. Even the same packaged goods can be randomly affixed with different stickers to create artificial marks. Suddenly, everything can be collided. There is no blind box, and blind boxes must be collided.
Ye Zi has been obsessed with the live broadcast room "Dui Dui Bang" for some time. In addition to wearing armor, she has also placed orders in many "Dui Dui Bang" live broadcast rooms such as snacks, paper towels, garbage bags, clips, etc. Looking at the various products piled up in her home, she often warns herself not to place orders with enthusiasm, but every time she looks at them, she can't help but.
"It's really too high-spirited. No one knows who is playing." She said with emotion.
As Ye Zi said, the "dual-dual-bang" scheme of "who plays and who gets the upper hand" is "forcibly controlling" more and more young people. But after it became popular, problems also followed. Some people received wrong goods, and some people received wrong goods. I found that my "European spirit" is actually related to the anchor...
02, how much can I touch, don't look at the "European spirit" to see the "mystery"?
To put it bluntly, "pair-pair" coincides with people's "gambling nature."
During the live broadcast, through the stimulation of collisions, European and Chinese additions, as well as the anchor's exaggerated praise and magical ringtones, the concept of getting extra is repeatedly reinforced. As the number of products continues to expand, users have a feeling of luck. And account for more pleasure. At first,
was just an audience that wanted to watch and have fun. Driven by the atmosphere in the live broadcast room, they also had the idea of trying it themselves, so more and more viewers joined in. In a sense, users care more about the emotional value provided by the anchor than the value of the product. The stronger the anchor's ability, the richer his speaking skills, the stronger his ability to mobilize consumers, and the more emotional satisfaction he can bring to consumers.
This high emotional value makes many netizens unable to stop. donews found that some large "Dui Dui Bang" live broadcast rooms can have more than 10,000 people online at the same time. Sometimes the anchor keeps talking and "talking", and the live broadcast lasts for four or five hours. In some live broadcast rooms, orders are even completed within a few minutes. Can be robbed.
For people who don’t have strong self-control, the “Dui Dui Peng” live broadcast room is like an “electronic slot machine” in disguise. However, "slot machines" may really depend on luck, but the "European spirit" in the "Dui Duipeng" live broadcast room is operable.
Xiaoka, a host who previously did a live broadcast of the card "Dui Duipeng", told donews: "In this kind of 'pair-pair' live broadcast room, the number of hits you can make after placing an order is entirely under the control of the host. Because his products are packaged according to color out of sight of the camera, the colors added and removed each time can be controlled. In addition, when unpacking the products ordered by the user, the assistant next to him can also swap the specific color with the blind box in the host's hand. Therefore, the specific amount of money that can be taken away from each order is also planned. "
Source: Douyin screenshot
In addition, Xiaoka also said that in order to attract the public to place orders, some "Dui Dui Peng" live broadcast rooms will also have "supporters". "When dismantling the orders of these 'supporters', just The 'European Qi' value will be maxed out, and you will hit and clear the platform continuously, and you will encounter a lot of them in the end. But for real users, the number will be controlled to a normal number, and users will only think that their "European style" is not that good. "
Ye Zi also has a deep understanding of this. Every time she watches the live broadcast rooms of "Double Punch" with the mood of watching the excitement, when she sees the birth of "European Emperors" one by one, her desires are filled with excitement. Even if I know in my heart that something is useless, I can’t help but want to try it. “After trying it, I find that my ‘European spirit’ is not that big, and I still want to try it again, but I end up placing orders like crazy. "
More often than not, the orders placed by Ye Zi in the live broadcast room that are full of orders will not be picked up by the anchor, but the products will be mailed directly after the live broadcast. In this regard, the anchors will prompt shortly after the broadcast starts. , some orders that are too large may not be opened during the live broadcast, and an additional pack of
small cards will be given to orders that are not opened. Explain that this phenomenon is because the live broadcast room splits a large number of orders from "trustees" in order to stimulate the audience to place more crazy orders. "The greater the probability of 'collision' in the live broadcast room, the easier it is to attract users to place orders." Normally There is no chance for consumers' orders to be split.
If you play "pair and match" in the live broadcast room, the merchants will definitely make more money.This may be a successful way to bring goods via live broadcast, but for consumers who indulge in it, it is tantamount to falling into a "consumption trap."
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