On the evening of March 20, the fourth day after the incident of "Wang Hai cracking down on counterfeit Xiao Yang Ge's meat" was fermented, Xiao Yang appeared in the live broadcast room, but he did not bring goods, but conducted an entertainment live broadcast. When asked by fans about the incident, Brother Yang seemed unaffected and responded with a smile: "The company has responded. It is impossible to escape. We will definitely give everyone a satisfactory result. I have said it before, and I always tell others Aren’t you annoyed?” “I am now an enterprise, and I have a company account (response). You can check it out.”
At the same time, Xiao Yang’s company’s account matrix “Three Sheep Network” and “Xiao Yang Zhenxuan” "Crazy Little Yang Di (Three Sheep)" also started live broadcast simultaneously, but its popularity seemed to be affected by the incident, and all real-time rankings were outside the 100th place.
At the same time, the negative impact of the "Caotourou Incident" is far from eliminated. Recently, some netizens posted that not only were they not taken seriously when defending the rights of Xiao Yang Ge's company, but they were blocked from the live broadcast room, and some netizens took him to court. The "result that everyone is satisfied with" as mentioned by Brother Yang has not yet been received as of press time.
There are already signs of Xiao Yang’s “escape” live broadcast with goods. Xinhuanghe reporters found that in the past year, Xiao Yang has gradually faded out of the live broadcast room, and the number of live broadcasts with goods has been decreasing. Several rollover incidents have been added, and his ability to carry goods online has declined, and the Three Sheep network matrix has gradually emerged. Falling behind trend. Now, the live broadcast of Brother Yang and Three Sheep's products has reached a fork in the road and they are facing new choices.
Without Brother Yang, the live broadcast of delivering goods will no longer work?
html At 21:00 on March 20, Brother Yang appeared in the "Crazy Brother Yang" live broadcast room. However, in this account with more than 100 million fans, Brother Yang did not choose to live broadcast with goods, but returned to the original entertainment live broadcast, frequently connecting with various celebrities for live broadcast, and Brother Yang occasionally acted funny, haha Laughing loudly, the entire live broadcast room was filled with an atmosphere of joy. As of the end of the first live broadcast at 11 p.m., the platform showed that a total of 16.278 million people had watched the live broadcast.However, perhaps affected by the "Caotou Rou Incident", many netizens still asked about the outcome of the incident from time to time in the live broadcast room. At the beginning, Brother Yang could still respond calmly, but when he was asked more times, his mood seemed to be obviously affected, and he chose to "turn a blind eye" to many questions. In the live broadcast room, Brother Yang, who took off his hat as a "goods anchor", devoted himself wholeheartedly to entertaining the public.
That night, Xiao Yang Ge’s company’s accounts such as “Three Sheep Network”, “Xiao Yang Zhenxuan”, “Crazy Xiao Yang Di (Three Sheep)”, etc. were also simultaneously carrying out live broadcasts with goods. Around 21:30, when New Huanghe reporters were watching in the live broadcast room, these accounts were not among the top 100 in terms of the total goods delivery list, hourly list, and popularity list. Can be reproduced. Three Sheep Network, which has 11.98 million fans, has only 60,000 likes in real time. As of 23:30, the number of likes was still only over 80,000.
Xiao Yang Zhenxuan has 5.7 million fans. Due to the presence of Brother Yang, his popularity is obviously higher. Although the popularity was not high at the beginning, it gradually increased after that. As of 23:30, the number of likes reached 380,000, and he became a salesman. Ranked 54th overall. Crazy Little Yang Di (Three Sheeps), who has 2.3 million fans, has even more dismal live broadcast statistics, with only 13,000 likes at 23:30.
Although the live broadcast sales data was not announced that night, it is obvious that the popularity of the above-mentioned live broadcast rooms is obviously not high. Although the anchors still work hard to promote, there are fewer people asking for interaction on the public screen, and there is almost no rush to buy the products. . At the same time, there are still many netizens questioning the Taotourou incident in various live broadcast rooms. Although there is no longer the "ridicule" scene in the past few days, the residual warmth is still there. Faced with questions, the anchors almost turned a blind eye and rarely responded directly.
Some consumers were blacklisted for defending their rights, and some people sued "Three Sheep"
CCTV's 3.15 party exposed the chaos of braised pork with pickles and pork belly, which is shocking. On the 16th, Wang Hai, a well-known anti-counterfeiter, issued an article saying that both Xiao Yangge and Dongfang Selection had sold the Taotou meat products exposed on March 15, which did not meet food safety standards. As punitive compensation to the merchant, it should be handled according to "refund one and compensate ten".In response to external doubts, the companies involved in the live broadcast room, Oriental Selection and "Three Sheep Network", successively denied it on the 18th. The situation statement stated that after verification, both the seller and the manufacturer stated that they did not use Taotou meat in violation of regulations and promised to provide proof materials as soon as possible. Out of a responsible attitude towards consumers, the two live broadcast rooms decided to advance refunds for consumers. In addition, Oriental Selection also proposed that if subsequent manufacturers cannot provide valid proof, they will advance three times the compensation to consumers on the basis of the advance refund.
However, the actions of these two companies have not offset the public outrage. Many consumers are dissatisfied with Xiao Yang's approach of only giving refunds, and are even dissatisfied with Oriental Selection's "refund one and compensate three", and think that "refund one and compensate ten".
Why do disputes arise between "refund one and compensate ten" and "refund one and compensate three"? A lawyer explained that the former applies to "products that do not meet food safety standards and the producers and operators are aware of this situation", while the latter It is deemed that "the operator has engaged in fraudulent behavior."
Before the two live broadcast rooms publicly responded, anti-counterfeiter Wang Hai revealed new information. He questioned that the live broadcast rooms had known about the use of tautoourou in advance. Wang Hai said that he learned from a dealer of another braised pork brand from the manufacturer that the manufacturer will inform you in advance before selling that the price of pure pork belly is 260 yuan per box, and the price of pure slotted meat is 200 yuan per box. The specific purchase price is It is up to the dealer to choose which one. "In other words, when purchasing, the manufacturer may have explained the use of caotou meat. The live broadcast room concealed the fact that caotou meat was used from consumers, which is false propaganda. One should be refunded and ten would be compensated." Wang Hai said. The reporter asked the three parties involved for confirmation with questions, but did not receive a response as of press time.
After the Chaotourou incident, Xiao Yang’s live broadcast room also encountered a situation where consumers “swiped the screen” to protect their rights. Some netizens posted that not only were their rights protection not taken seriously, but they were blocked from the live broadcast room and could not send private messages.
On March 19, the incident continued to heat up. A netizen publicly challenged the legal affairs of Sanyang Company and concluded in a comment: "We can find out in court."
According to the netizen's public display It can be seen from the chat records and civil indictment that he sued Anhui Donghui Food Technology Co., Ltd. and Hefei Sanguiyang Network Technology Co., Ltd., demanding "a refund of one and ten in compensation". The reporter tried to contact the above-mentioned netizen who posted the article, but has not yet received a response. As of press time on the 22nd, Xiao Yang’s side has not yet issued the latest response to the incident.
There are suspected loopholes in the product selection mechanism, and live streaming has frequently overturned
In fact, this is not the first time that Xiao Yang’s team has overturned due to live streaming.
According to incomplete statistics from New Yellow River Reporter, the team had five rollover incidents in the past year alone. In March last year, Brother Yang was fined 56,400 yuan by the Municipal Supervision Bureau of Hangzhou High-tech Zone for false promotion of the Youshang infant facial cream product he sold live. In October, Brother Yang’s apprentice "Huang from the traffic light" was charged with selling goods in a vulgar manner. The style caused controversy; in December, when Xiao Yang carried a certain brand of fat beef roll product on live broadcast, he claimed that it was Australian raw grain-fed. However, some people claimed that the product was synthetic meat, so he was questioned about the wrong product; in January this year In February, there was another incident of selling goods in Xiao Yang's live broadcast room. Counterfeiter Wang Hai twice questioned that "the Wuchang rice he sold was fake" and "Guoding wine was passed off as Wuliangye."
On March 14, the "Public Opinion Analysis Report on Live Broadcast Consumption Rights Protection (2023)" jointly released by Consumer Network, Beijing Sunshine Consumption Big Data Research Institute, Beijing Technology and Business University New Business Economics Research Institute, Sino-Singapore Jingwei Research Institute and other institutions named 17 anchors. The report shows that last year, public opinion involving Xiao Yang’s team’s rights protection accounted for 31.30%, second only to Li Jiaqi’s 41.00%. Followed by Shiitake, Jia Nailiang, Simba and Dong Yuhui, accounting for 8.59%, 4.86%, 4.64% and 4.40% respectively. From an industry perspective, false publicity, product quality, and price misleading have become the top three reasons for some anchors to promote product publicity. Among these anchors, false propaganda involving Jia Nailiang and Xiao Yang is relatively prominent, accounting for 51.29% and 39.28% of their respective public opinions respectively.
Picture source: Three Sheep Network official website
The report also recommended that anchors must enhance their awareness of self-discipline and refrain from false exaggeration and misleading publicity; strictly control quality when selecting products to carry; improve their professional quality and strengthen full-process quality supervision , self-examination and self-correction in a timely manner.
As we all know, compared to small and medium-sized anchors, top anchors have a more complete and strict product selection process, but even so, suspected "gross meat" still enters Brother Yang's live broadcast room. "This exposes to a certain extent that there are huge loopholes in the product selection mechanism of the e-commerce industry." An industry observer said.
It is worth noting that there has always been controversy over how to divide the responsibilities of live streaming delivery agencies and platforms. Several lawyers told New Yellow River reporters that the scope of responsibility of the anchors who carry goods should be differentiated according to the situation. If the anchor is a formal employee of the merchant, the merchant usually bears the relevant responsibilities. If the anchor is hired by the merchant as an independent individual to perform the task of bringing goods, in this case, the anchor shall bear joint and several liability. As a webcast service provider, the platform should bear joint and several liability for failing to verify and remove the content in a timely manner to prevent the infringement from continuing to occur. Lawyers interviewed by
also suggested that in actual situations, the issues involved in live streaming are extremely complex. Therefore, it is necessary to optimize special regulations in the field of live streaming. At the same time, administrative agencies should strengthen supervision of live broadcast platforms to ensure that platforms take effective measures to prevent risks and protect consumer rights.
Behind the retreat of Brother Yang, Three Sheep showed a trend of lagging behind.
Reporters noticed that the number of live broadcasts of Brother Xiao Yang's account is now less frequent. Instead, accounts such as the team matrix "Three Sheep Network" and "Xiao Yang Zhenxuan" have maintained their popularity. Higher frequency of live broadcasts. Brother Xiao Yang has been on two hot searches recently. The first time was "Brother Xiao Yang fell out of the top 20 products list", and the other time was "Wang Hai said that Brother Xiao Yang and Oriental Selection both sell tautoourou." These two hot searches occurred around the time of the CCTV 315 Party.
Feigua data shows that in February this year, Xiao Yang only had one live broadcast with a total duration of 2 hours and 21 minutes. This made him fall out of the top 20 of Douyin’s monthly sales list. In January, he ranked sixth. . Recently, he responded during a live broadcast that he only had one live broadcast in February and it was normal to fall out of the top 20. Such a plain statement seemed to be expected by Brother Yang. In fact, going back further, there are already signs of everything. In November 2023, Xiao Yang's ranking dropped to 15th, and in December it once dropped to 20th.
looks back on December 2021, when Brother Yang started a live broadcast to bring goods. Relying on the interesting and interactive characteristics of the live broadcast, it meets the entertainment and entertainment needs of users and boosts Xiao Yang's popularity and sales. According to statistics, in 2022, Xiao Yang's live broadcast room often ranks among the top 10 of the monthly gmv rankings on the Douyin platform. Relying on live streaming to bring goods, Xiao Yang's account ushered in the "second spring" of increasing fans. On November 3, 2022, Xiao Yang's Douyin fans officially exceeded 100 million, becoming the first person on the platform to have more than 100 million fans. talent.
At present, it seems that after Xiao Yang gradually retired, the company's other accounts are far from being able to make up for Xiao Yang's traffic gap. Combined with the impact of multiple factors such as overturning the situation, fans losing followers, and the platform's ambiguous attitude towards the top anchors, The three sheep have fallen behind. Relevant platform data shows that among the top 20 list of short video live broadcast masters in February, there is no account of Xiao Yang’s team. Another big account of the team, “Three Sheep Technology”, has not been able to make the list.
Qichacha shows that Xiao Yang established the mcn organization "Three Sheep" in March 2021 and has been incubating anchors since then. At that time, there were rumors that Internet celebrity Xiao Yang would imitate Simba and transform into an entrepreneur. This has been confirmed by him several times.
social media content shows that in September 2023, Brother Yang expressed for the first time the idea of retreating to the second line and no longer frequent live broadcasts and videos. He said that he would focus more on family and public welfare. In March this year, during a live broadcast, he emphasized that he would reduce the live broadcast time again and focus more on the layout of film and television music festivals, brand physical business, etc., "My own brand is about to be launched physically, and I have a lot of things to be busy with." ".
combed through public information and found that Brother Yang has already taken relevant actions.For example, in November last year, Brother Yang claimed to have spent 30 million yuan to plan an "all-star concert" and invited singers such as Pu Shu, Twins, Chopstick Brothers, Zhang Xinzhe, and Wang Sulong to attend the concert. In the end, the concert received nearly 60 million views and over 400 million likes on Douyin, and the two accounts "Crazy Little Yang" and "Little Yang Zhenxuan" gained nearly 5 million followers in total.
In the same month, Yang Ge spent 103 million yuan to buy a building for the global headquarters of Three Sheep. Netizens once compared it with major Internet companies. To a certain extent, Xiao Yang and Simba have many similarities. Although the two started on different platforms, they both have grassroots backgrounds, and both have been labeled as having vulgar live streaming styles. However, compared to Xiao Yang, Simba "escaped" from the live broadcast room earlier. Due to his flamboyant personality, he has been involved in public opinion turmoil many times. He had no choice but to choose to be a popular apprentice, and at the same time established his own brand "Xinxuan" by relying on resources. Today, Brother Xiao Yang’s self-operated brand “Xiao Yang Zhenxuan” is also following a similar route.
In fact, most of the early leading anchors such as Simba, Xiao Yang, Li Jiaqi, and Wei Ya have turned behind the scenes. In addition to being plagued by negative news, the disappearance of traffic dividends is another major reason. Live broadcasting has reached a fork in the road and integration The supply chain is imperative, but if product quality cannot be guaranteed, the fan economy alone will not go very far.
Reporter: Zhang Bo Editor: Sun Feifei Proofreader: Yang Hefang
