Li Dan can’t become the “number one” of Xiaohongshu

In live streaming, Douyin has Dong Yuhui, Taobao has Li Jiaqi, and Kuaishou has Simba, but Xiaohongshu does not have a similar "number one". Whether Li Dan, who has been in the limelight recently, can become the number one of Xiaohongshu is still a question mark.

In the past two days, I have seen many articles saying that Li Dan has become the "number one" in selling products on Xiaohongshu.

I don't think so.

Li Dan has indeed made some achievements on Xiaohongshu, but Li Dan cannot become the "number one" on Xiaohongshu.

Anchors and buyers are two different industries.

After Xiaohongshu proposed the concept of "buyer e-commerce" in August last year, Xiaohongshu has deliberately differentiated buyers from anchors. Xiaohongshu still advocates "buyers", that is, they use their own aesthetics and tastes to select products that are in line with their own labels and fan tone, and then sell the goods through notes or live broadcasts.

Li Dan’s live broadcast obviously does not conform to the buyer’s e-commerce logic. The emotional attributes of Li Dan’s live broadcast room are stronger than the buyer’s attributes. The product selection is mostly concentrated in the food and daily necessities categories, and the method is also product selection + slicing.

Does this structure look familiar?

Yes, more commonly seen on TikTok.

The reason why Li Dan chose Xiaohongshu may be because he himself is surrounded by negative news. If he goes to Douyin to do live broadcast, it will seem that he has obvious intention of "making money". Xiaohongshu will have relatively less impact, and Xiaohongshu also needs stars like Li Dan who have their own attention at the current stage.

Therefore, as long as Li Dan starts broadcasting on Xiaohongshu, it is expected that he will achieve some results.

Li Dan needs a venue, and Xiaohongshu also lacks a top live broadcast room. The two can warm each other up and take what they need from each other. Li Dan's achievements on Xiaohongshu are the inevitable result of the resource support provided by Xiaohongshu and Li Dan's own attention under the two spotlights.

But really making Li Dan the "number one" of Xiaohongshu may not be the best choice for Xiaohongshu.

Because Li Dan's product selection did not hit the core of buyer e-commerce: taste and aesthetics, Xiaohongshu set its own values. It cannot rewrite the story of buyers just because it needs a "number one". For Xiaohongshu e-commerce, the benchmarking gap and future variable risks are still too great.

A “small store” cannot build a big business, and Li Dan cannot become the “number one” on Xiaohongshu.

Li Dan's live broadcast room may be more like a "content payment" In Li Dan's live broadcast room, there is no assistant, no atmosphere group, and most of the time it is just him. When explaining the product, he looks like he has never done his homework - he directly reads the ingredient list or product introduction word by word, and occasionally stumbles. If a netizen asks a question about the product, if it is not in the introduction, Li Dan will pick up his phone and type on the spot, "Wait for me to ask my colleagues." The reason for selling products so sloppily is that Li Dan's live broadcast room has another main business: reading letters.

Since May this year, sharing letters from viewers has become an important part of Li Dan’s live broadcast.

The selected submissions are mainly emotional gossip. Li Dan transforms himself into an "electronic male bestie", answering everyone's questions half-sarcastically and half-seriously. With his decadent style, lazy temperament, and interesting jokes, Li Dan's live broadcast room is more like an "open mic" for talk shows. It is really worth watching, and everyone is willing to pay for his jokes. Anyway, they are all daily necessities, so just buy some if you need them. It is also a way of indirectly paying for Li Dan's "high-quality content", which is essentially a kind of "content payment".

Turning live streaming into a cultural feast, with Dong Yuhui first and Li Dan later, is a good phenomenon.

Bless Li Dan and bless Xiaohongshu.

above.