From 136 yuan to 4 million yuan! This live broadcast room relies on its "concave shape" and actually grasps the traffic password within 4 months!

"Three fathers, one play"

"I can't laugh anyway"

"Dad Yun's live broadcast is really magical"

"I want to send my dad who loves square dancing and wants to go"

"If the three uncles were not popular, I would be really depressed!"

"I'm already laughing and dizzy in the live broadcast room, it's not appropriate not to buy one"

"Help, there is no more buzzier video than this!"

"When my dad retires, I will send him to Yun's dad's live broadcast room."

…

You read that right, this is the true voice of netizens. I believe you have guessed which live broadcast room it is, it is the "Dad Yun" live broadcast room.

1. From a single-game minimum GMV of 136 yuan to a single-month GMV of over 4 million yuan

Many people must be curious about how the live broadcast room of "Yun Dad" became popular. In fact, "Yun Dad" first became popular in October 2021.

In May 2021, "Dad Yun" opened its Douyin account. After being updated for more than a month, "Dad Yun" started its first live broadcast on selling goods in June, and it was the rhythm of daily broadcasts. It was a fixed live broadcast at 8 am or 8 pm every day, and each live broadcast lasted for about 4 hours.

"Dad Yun" live broadcast

Before doing Douyin, "Yun Dad" had never operated a Taobao store and was a pure novice in the e-commerce field , so the sales of early live broadcast rooms were not ideal.

In August 2021, the minimum sales in a single game in Dad Yun’s live broadcast room was only 136 yuan.

In September 2021, the monthly sales of "Yun Dad" live broadcast room reached 2.0147 million yuan, more than twice the previous month.

In the last three months of 2021, the monthly sales of "Dad Yun" live broadcast room exceeded 4 million yuan.

In October 2021, "Dad Yun" updated the video on his account, and the model uncle added dancing and showing movements, such as sweeping legs, stances, etc., as well as richer facial expressions. As a result, the number of likes from a single video broke the past record, reaching 10,000, and the live broadcast room of "Dad Yun" suddenly became popular.

"Slash" uncle's performance

With large-scale body language, "Dad Yun" found the traffic password in the short video and live broadcast industry.

Therefore, after the Spring Festival in 2022, the live broadcast room of "Dad Yun" has upgraded its human-season tactics, and the number of model uncles who appear gradually increased from 1 to 3 to 5. The time for each model uncle to display his clothes is controlled from 30 seconds to 1 minute, and one person will change to the next one after the show.

The reason why it became popular again during this period is related to the young people who play memes, "Don't dress like a child after 20 years old" , and the "removing hair" drag on Douyin.

#Don't dress like a child after 20 years old

On October 25, a netizen's "Dad Yun" drew a dress-up co-production and received 820,000 likes on Douyin. The official account of "Dad Yun" has increased by nearly 40,000 fans a day. The co-production topic initiated by the "#Dad Yun can't help but like it even after watching it" also reached 190 million views on Douyin.

2. The whole family works together to enter the public eye

In fact, the original model in the live broadcast room of "Dad Yun" was the boss's father, and the family was building this store.

Later, "Dad" was so tired of broadcasting alone, so there were so many "Dad" models today. Everyone was not professional. For example, some "Dad" models sell snacks, some were truck drivers, some were veterans, and some were even sent by their daughters.

Although the profession of these "dad" models has nothing to do with live streaming, everyone got together to provide the audience with a feast of family content.

"Dad Yun" live broadcast

Unlike other live broadcast rooms, the model uncle in the live broadcast room of "Dad Yun" only makes movements and does not speak out, which is equivalent to a live display station. He uses sweeping legs to prove that his pants are suitable enough, and uses horse stance to test that the crotch does not collapse easily. The product introduction is completed by the female anchor who voice-over.

As the attention increases, "Dad Yun" extends the single live broadcast from 4 hours to 8 hours.

As of now, the "Yun Dad" live broadcast room has a total of 380 live broadcasts, with a total of 1.06 million fans.

In the past 30 days, "Cloud Dad" has broadcasted 38 live shows, with a cumulative sales of 12.787 million yuan, a nearly three-fold increase over the same period, and a cumulative number of viewers reached 47.241 million, a 2.2-fold increase over the same period.

Data source: Xin Dou

The professionalism of the "Dad" models has made the live broadcast room audience feel deeply immersive, and it is necessary to make "Dad Yun" popular from the Douyin live broadcast room to Bilibili.

In fact, "Dad Yun" initially took the style of the department, and the audience was targeting middle-aged and elderly men. However, after the unexpected breaks the circle, "Dad Yun"'s short video and live broadcast styles underwent 180 degrees.

Earlier, the video content of "Dad Yun" was very regular and serious, and the current video content contains some performance elements.

For example, in a video at the end of June, a short video of a "dad" model dancing with Hulusi dancing reached more than 4,000 likes, and young people began to appear in the comment area.

For Dad Yun, who has no off-site fan base, the zero-starting stage on Douyin has been completed. Because he grasped the rhythm of short video hits, he began to make serious and funny things, making various exaggerated actions to show the charm of his father, and winning the market for young people.

3. Market prospects of "Dad Yun"

The current "Yun Dad" live broadcast room basically keeps live broadcasts once a day, and it is made for store self-casting. The products sold include striped or solid color POLO shirts, "department style" stand-up collar cotton coats, improved suit jackets and other middle-aged men's clothing.

Most of the products are concentrated between 50-150 yuan , and even slightly higher-priced winter clothes do not exceed 300 yuan.

"Dad Yun" live broadcast history

When the "dads" started to have a funny and awkward live broadcast, the slogans and oral broadcasts in the live broadcast room changed, and the target was no longer the middle-aged and elderly group, but the little cotton-padded jackets of the middle-aged and elderly group.

For example, "Little cotton jackets buy one for 'dad'", "new autumn clothes, buy a small cotton jacket."

Compared with the silver-haired people who shop online, children are indeed the main force in the online consumer market for the elderly. It is said that 73% of the live broadcast fans of "Dad Yun" are women, with ages concentrated between 18 and 40 years old.

Even on TikTok, Xiaohongshu and Weibo, many young people said that they bought the same clothes for their elders because of "Dad Yun" live broadcast.

"It's so fun to watch the uncle in the live broadcast room. I hope my 'dad' can have such a young mindset."

Some media have summarized the three major characteristics of the "Yun Dad" live broadcast room:

First, the humorous and dedicated soul dance of the models "dads" is the core element of staying in the live broadcast room;

Second, high-frequency live broadcasts continue to increase their presence in the hearts of netizens;

Third, the live broadcast room provides low-priced discounted products, customize differentiated content for the user group, forming its own characteristics.

During the live broadcast, the "Dad Yun" models often add large-scale actions such as squatting and kicking, creating a comedy effect and more intuitively proving the quality of the clothing. These hard-working display actions have triggered heated discussions among young viewers in the live broadcast room, and the funny memes in the comment area are also endless:

"When my dad retires, I'll send him to the live broadcast room to dance."

"Can my dad know martial arts when he wears it?"

...

On Douyin, the certification body of "Yun Dad" is a clothing store, and the product brands are uniformly displayed as "Yun Dad", but the products in the store are more biased towards white brands , and many of the same styles can be found on e-commerce platforms.

"Yun Dad"'s biggest advantage is the traffic obtained through magical live broadcasts, but the traffic alone is far from enough. In the end, the business will still return to products and services. Early traffic and attention are important, but if there are no good products, no matter how much traffic is, it will disappear.

The appearance of "Yun Dads" has to some extent relieved their children's longing for their parents and promoted the harmony of the family environment.

In a moment of intent, "Yun Dad" fulfilled his invisible obligations to the public, but he also hoped to establish his own competitive advantage, make good products, retain traffic, and establish a brand.