In the final week of February, on the eve of WC.
Songmei Clothing in faraway Yancheng seemed to have suddenly hit some invisible point of acceleration as well.
It began with an accident.
He Yiyi's lifestyle account suddenly went viral.
It was just an ordinary casually filmed video.
Light makeup, a low ponytail, a short light-gray jacket, a white inner top, and straight-leg trousers.
The shot had not been carefully arranged, and the lighting was natural. She carried the relaxed air of someone who had not fully woken up.
There was no link attached, no slogan shouted.
Nor did it have the emotionally charged sales rhythm of a livestream.
Yet this very video was suddenly pushed to a wider audience within a single day.
The comments section was buzzing:
"That jacket is so pretty. Link, please."
"The cut of those pants is incredible. Can people with less-than-straight legs wear them?"
"Her outfit really does seem suitable for ordinary office workers."
"It doesn't have that posed, overly polished feel. This is exactly how I imagine a female lead's commute outfit."
Within He Yiyi's account matrix, her outfit account, livestream account, and brand account had all been operating very steadily.
Only the lifestyle account was more like a supplementary account meant to convey authenticity and add warmth to her persona.
It did not push hard sales or force conversions. It documented her everyday outfits, snippets of work, commuting routines, and those deliberately blank spaces in life. This time, it was precisely this lifestyle account that tore open a new opening.
Traffic was often like this.
A casually posted video might happen to strike the right emotional note and hit the kind of life users were looking for, then suddenly explode. Even ordinary people could occasionally get a million likes.
But most people