A top men’s clothing influencer in China has sold more than a million pairs of trousers by creating “emotional value” for buyers. - Photo: SCMP composite/Douyin
BEIJING: A woman live-streamer in China has topped the men’s clothing sales league on Douyin sparking a heated discussion on mainland social media.
The woman, known as “High-end sister”, reportedly sold more than a million pairs of men’s trousers.
She operates a matrix of accounts focused on selling menswear, with the most popular, KaLanFort High-end, based in Guangxi autonomous region in southern China.
High-end sister has attracted more than 800,000 followers.
Her sales strategy is said to provide “emotional value” by creating an immersive, fantasy-like setting in her live-streams, which helps male customers feel as though they are successful tycoons.
In each video, she dresses as an elegant secretary who wears a fitted business suit, a short skirt, and high heels.
While showcasing the trousers, she markets them as high-end and perfect for successful men, despite their affordable price tag of 158 yuan (US$22).
“Successful men with status must have this pair of trousers in their wardrobe,” she says. “If you’re chasing success in a big city, wearing these will elevate your status and give you face.”
The settings in her videos and live-streams are created to align with her marketing strategies.
She often films in so-called high-end locations such as Shenzhen’s central business district in southern China amid the gleaming skyscrapers, or with luxury car dealerships in the background.
The male models in her videos wear expensive accessories to reinforce an image of material success.
As she describes the product she is selling, the model might reveal a tantalising glimpse of a Rolex watch or Maserati keys.
She also employs stunts to highlight the practicality of the clothes.
For example, to demonstrate the air permeability and sweat absorption of trousers she will use a Maotai liquor bottle filled with water and pour the liquid onto the garment.
She once hung a pair of trousers from a fishing rod to demonstrate how light they were.
In a further attempt to persuade buyers that the inexpensive clothes are high-end, she sometimes places them in a safe, presenting them as if they were luxury products.
Her strategies are successful, as her six men’s clothing accounts have collectively generated estimated sales of between 4.35 million yuan (US$615,000) and 8.75 million yuan in July, according to Newrank, a Chinese social media evaluation and big data analytics platform.
She has reportedly sold a total of 1.12 million pairs of trousers and has also attracted female admirers, who marvel at her dedication to hosting daily live-streams for hours in full make-up without a break.
“I’ve seen these videos a few times. As a woman, I cannot help but watch them. They are compelling,” one woman said.
“Her soft, rhythmic tone of voice is good. No wonder she is making money,” a broadcast student said.
But not all feedback was positive.
One viewer said: “I found the content panders to the male gaze. After watching it a few times, I felt uncomfortable and blocked her.”
“Her gentle voice, body-hugging office outfits and high heels certainly captivate her targeted male audience. Who else would treat those customer groups buying 158-yuan pants with such tenderness, care, and consideration?” said another. - South China Morning Post
