In recent years, talk show star Li Dan has successfully transformed and operated the "Li Dan Live Broadcast Room" vigorously.
In this live broadcast room, Li Dan not only sells various goods, but also brings a unique "psychological massage" experience to the audience by reading letters and answering netizens' confusion.
This live broadcast room is popular all over the world, and even attracts many Chinese viewers overseas, who are not only keen to watch Li Dan's live broadcast, but even spend high shipping costs to buy goods from China and ship them overseas.
A special live broadcast: from talk show to "receiving and reading letters"
Li Dan's live broadcast room did not continue the traditional "bringing goods" model. Different from the "roaring" selling of goods by other anchors, Li Dan's live broadcast room is more of a "chattering" atmosphere.
Since Li Dan launched the "Receiving and Reading Letters" link in May this year, his live broadcast room has quickly become popular. The content of the live broadcast is not only to sell goods, but also to Li Dan's talk show-like language style to carefully answer the emotional, workplace and life confusion in netizens' letters.
In this live broadcast room, there are a wide variety of goods, although snacks are the mainstay, but also online classes, books, magazines and clothes.
Li Dan often sells goods in a humorous way, such as "beer, drinks, mineral water, peanuts, melon seeds, and eight-treasure porridge", which are common in train stations to sell goods that are commonly shouted and ridiculed. However, what really attracts people is not these goods, but Li Dan's "psychological counseling" of netizens' letters in the form of talk shows.
Li Dan's live broadcast usually lasts 6 to 7 hours, of which selling goods only accounts for the first 1 hour, and the rest of the time he incarnates as a "letter reader" to answer all kinds of confusion submitted by netizens. These questions involve feelings, family, workplace and other aspects, and Li Dan analyzes the problems in a humorous and frank way, sometimes serious, sometimes ridiculous, as if he has become an "electronic male girlfriend" of netizens.
His views are often to the point, and the audience is suddenly enlightened.
The "Psychological Comfort" of Overseas Chinese: From Australia to the World
Li Dan's live broadcast not only sparked a boom in China, but also quickly spread overseas. In the live broadcast on September 28, Li Dan specifically mentioned Australian fans.
That night, several Australian netizens said in the barrage that they bought snacks in the live broadcast room and shipped them to Australia by sea. Li Dan expressed surprise at this, and joked: "Next time you buy it together, transport it to one place, and then ship it to various cities, so you can save a lot of money." ”
His words caused laughter in the live broadcast room, and also made people realize that Li Dan's influence has far exceeded that of China and attracted many overseas audiences.
Sally, a Chinese student studying in Sydney, was one of the most loyal viewers.
As an ordinary international student, Sally fell into it after she accidentally saw the clip of Li Dan's live broadcast on Xiaohongshu. She said that she was not a star chaser, but Li Dan's humor and wisdom deeply moved her.
In particular, Li Dan once said: "Not doing a thing is more uncomfortable than not succeeding", which hit her heart.
Sally, like the netizens in the letter, encountered confusion in her love life. She made no progress with a person she liked, falling into hesitation and self-doubt.
And Li Dan said to a girl with a similar dilemma in the live broadcast: "There is no shame in pursuing happiness. This sentence gave Sally great courage, and she finally mustered up the courage to send a message to the person she loved.
It doesn't matter how it turns out, but Sally admits, "I want to let go of myself and be happy." ”
Li Dan's live broadcast made her realize that there is only one life and there should be no shame in pursuing happiness. Sally said that Li Dan's live broadcast is not only an entertainment, but also a kind of spiritual companionship and comfort.
Not only entertainment, but also "sermon"
Li Dan's live broadcast room not only attracted young international students, but also attracted many Chinese who have lived overseas for many years. Although Lisa, who is in her 30s, has long passed the years of "leaving a child", she is still moved by Li Dan's wisdom and humor. She often uses Li Dan's live broadcast as background sound, and sometimes even falls asleep while listening to it.
Li Dan always deliberately lowered his voice in the second half of the live broadcast, and seemed to have taken this into account.
Lisa doesn't submit articles often, but she is deeply influenced by Li Dan's views. She faced many challenges in her workplace and was nervous about making a fool of herself at a local company. And Li Dan's reply to a workplace "white" in the live broadcast, "It's okay to throw people away once", made Lisa feel suddenly enlightened.
"It turns out that it's not a big deal to be embarrassed," she said. ”
In addition, Li Dan's other sentence "In life, everything must be regarded as growth", which also taught Lisa to face setbacks in life with a more tolerant and positive attitude.
She said that although she did not post as frequently as other viewers, she learned a lot of life lessons from Li Dan's live broadcast, and even began to try meditation to gradually let go of her past troubles.
Lisa also bought several books recommended by Li Dan, including "Facts," "Emotional Impotence," and Chekhov's books. Although it took a long time to ship by sea, she believes that the books brought her much more spiritual nourishment than the long wait.
"Returning the favor": Buying goods in the live broadcast room has become a "reward"
Li Dan's live broadcast room not only provided emotional comfort for the audience, but also brought him considerable commercial benefits. Although Li Dan himself repeatedly ridiculed overseas viewers in the live broadcast that they do not have to buy goods, especially the high shipping costs and long shipping time, this has not stopped the enthusiasm of Chinese people around the world for the goods in his live broadcast room.
Sally didn't plan to buy any goods, after all, overseas shipping is very troublesome, and it takes up to two months to wait. However, after watching a few live broadcasts, she finally couldn't help but place an order for barley noodles, although it took a long time to receive the goods.
She said that buying goods is actually a kind of "reward" for Li Dan's live broadcast content. "Li Dan soothed me, and many 'wounds' were healed by him with a few casual words," she said.
Similarly, Lisa also bought a few books recommended by Li Dan, and despite the high cost of shipping, she still felt that they were worth the money. She said: "Li Dan made my personality slowly complete, although I am far away from the ocean, I am still warmed by him. ”
Li Dan's live broadcast room has gained a large number of fans, but not everyone agrees with his style. In Australia, some Chinese showed "indifference" to Li Dan's live broadcast.
One of the viewers, Abby, said that although she had watched some clips of Li Dan's live broadcast, the overall feeling was "exaggerated and excessive". She believes that Li Dan's live broadcast is sometimes too emotional, and sometimes even provocative.
Abby bluntly said that the popularity of Li Dan's live broadcast room is a manifestation of "contemporary Internet ugliness", and she believes that this kind of overly exaggerated emotions is not her favorite style.
Finally: Li Dan's live broadcast room is like a diversified stage, it is not only a small store full of fun, but also a harbor for spiritual exchange, and also a successful example of business. It appeals to different types of audiences, some find solace here, some find pleasure here, some buy goods here, and of course some are critical of it. But it is undeniable that it has carved out a niche in the field of live streaming and has had a wide impact both at home and abroad.