Douyin has always been a magical place, and "gods and man" have surfaced every moment.
In early August, Feigua Data released the Douyin Expert Weekly List. A person with an account named Yi Ge appeared on Oriental Selection and became the top of the Douyin Expert's Douyin Industry List with a score of 130 million live broadcasts.

The day before yesterday (August 14), it ranked first on the daily list of the anchors with sales of 100 million yuan. There were two sales events on that day, with a total of 76 items on the shelves, with a live broadcast sales of 3.722 million.
1. What is the origin of Brother Yi from Douyin?
Brother Yi’s real name is Huang Hua. He is from Zhuzhou, Hunan. He is a celebrity on Douyin and an e-commerce anchor with more than 27 million fans.
On Douyin, Brother Yi established a character that is positive and inspiring young people in small towns, with labels of "grassroots Internet celebrities" and "positive energy". Now he often starts charity live broadcasts to help farmers or donate money to attract fans.

As for the live broadcast room, it maintained a rising momentum by inviting many artists such as Huang Xiaoming, Chen Zihan, Chen Derong, Ma Jingtao, and Song Zuer.
It makes people wonder what kind of person he is, and why did he join the top camp of Douyin live streaming?
It turned out that many years ago, Brother Yi was an athlete of a provincial wrestling team in Hunan. In 2008, he was injured due to a training match and ended his sports career. He chose to retire and work hard in a big city. He was born in the countryside and had no high education, so Brother Yi could only work in some lower-level jobs, but because he was unwilling to be mediocre, he returned to his hometown Zhuzhou to start a business.

Zhuzhou has the largest clothing wholesale market in central and southern China, and the clothing industry is clustered well, which has become a unique entrepreneurial advantage for the locals. Brother Yi has also taken the opportunity to start a physical clothing business, starting from a street stall and building a physical clothing store.
Around 2018, the rise of e-commerce caused the business of physical clothing stores to be in a downturn. Faced with continuous losses, Brother Yi began to think about transformation.
At that time, Brother Yi turned his attention to Douyin. Seeing the trend of short videos, he led the team to try to make short videos with "positive energy" and "humor" directions, hoping to attract traffic to his store.
In this way, Brother Yi started the road of Douyin creation and Douyin live e-commerce, and it has been out of control since then.

2. How did Douyin account become popular?
Brother Yi officially entered Douyin at the end of May 2019. The first video was to show off luxury cars, with the caption "Complete the Bentley Dream of Childhood".
Subsequently, a series of plot videos around Bentley were released, such as passers-by showing off luxury cars in the face, helping car washers, helping takeaway workers, maintaining employee dignity, and leading the way for blind people.

Each of these videos has more than 100,000 likes. You can imagine how high the number of views is. Regardless of whether these videos are deliberately designed, it not only responds well, but also highlights and strengthens the character that Brother Yi wants to convey. At least he has passed the level of building a character.
Once the character is established, he only cares about the content. The popularity of Brother Yi’s video is related to cars. A video of borrowing a car has brought him the first wave of traffic, and received 2.222 million likes and 40,000 comments, and his popularity has increased.
It is said that at this time, Brother Yi did not enter the Douyin live e-commerce field as soon as possible, but instead took the entertainment anchor route , PK with Douyin major anchors, and relied on gift rewards to cash in.
After realizing that this is not a long-term solution, he planned to transform into an e-commerce anchor to live streaming and sell goods in April 2020. He chose to take advantage of the traffic of Luo Yonghao, which was popular at the time, and posted a video to challenge Luo Yonghao, opening his own path to becoming a Douyin e-commerce anchor.

The plot evolution route of this video is also designed, promising that if you lose, you will spend 130 million yuan in revenue to buy a top luxury car and borrow it for free for locals to get married; if you win, you will give 10,000 pieces of clothes to fans as a celebration banquet.
The videos surrounding Luo Yonghao's designs brought a second wave of exposure to Brother Yi, and the popularity continued to rise.
After becoming an e-commerce anchor, he joined forces with many brands such as Prince Long, Perfect Diary, and Three Squirrels to launch a special live broadcast. His popularity has increased and he has gradually become the top anchor.
3. 3 people become a team of 300 people
At present, the number of employees of Yi Ge's company has grown from 3 to more than 300, of which the largest proportion is the content team, and the number of employees in the quality control department accounts for 20%, and the products he sells are subdivided into multiple vertical categories such as beauty, food, and clothing.
In Brother Yi’s Douyin account, there are many videos that are filming the team, and the scale is indeed very impressive. Brother Yi also told his three-year journey in Douyin business, and his inner experiences along the way. He had countless sleepless nights, afraid of making mistakes, falling behind, and disappointing fans, but he finally survived.

In fact, when he first entered Douyin, the biggest problem Brother Yi encountered was the venue, because many people couldn't understand what they were filming, so they were very opposed to him and the team, and even drove them away. But every time the video was shot, he felt particularly accomplished, and it was this sense of accomplishment that supported him.
The reason why Brother Yi’s videos are so popular on Douyin is nothing more than positive plots and down-to-earth accents. This is the gene of Brother Yi’s character. However, the number of fans in the account is not proportional to the view of the live broadcast room. Brother Yi can become a live broadcast host, and the live broadcast room can achieve success repeatedly, even surpass Oriental Selection, which is related to his live broadcast room content design and planning.

Brother Yi and star Huang Xiaoming live broadcasting and selling goods
Careful people should have discovered that Brother Yi has never given up on live broadcasts in entertainment, but has been wandering between entertainment anchors and goods anchors.
Douyin is a platform that focuses on entertainment content, and e-commerce is also an interest in e-commerce. If you keep selling goods, the fans you accumulate will gradually lose, and the popularity of the live broadcast room will also decline.
Therefore, Brother Yi’s live broadcast room currently adopts a strategy to invite celebrities from the entertainment industry . There is no limit on Hong Kong, Taiwan and mainland China, and the short videos of the account have also reduced the number of jokes to shoot, and the trailers of various stars flying into the live broadcast room are released.
To some extent, such a strategy has brought the role of building momentum for live streaming, but this momentum is also unsustainable and is based on others. If there are no stars, how should live streaming goods be carried?
Conclusion
Douyin live e-commerce is ultimately a kind of e-commerce, it is just an innovation in form, but the logic and the essence behind it have not changed, that is, good products, good supply chains, and good services.
Front-end marketing is important, but it is by no means the most important in the business process. If there is no good product, no matter how gimmicks there are, it will eventually lose to gimmicks.
Perhaps Brother Yi has also worked hard on these three aspects, and may as well shoot a video to show it to establish professional abilities in the clothing industry, which are even more important than marketing.
From another perspective, this is also a kind of marketing. Marketing is your product and professional ability, it is a higher-level marketing, and it is also a sustainable marketing.