Brother Yang, after a brief "escape", returned to live broadcast with goods.
On the evening of March 23, the "Crazy Little Yang Brother" live broadcast room once again started the live broadcast of goods, and both Little Yang Brother and Big Yang Brother appeared. Until the broadcast at 0:22 on the 24th, the account "Crazy Little Yang" ranked first in Douyin's live broadcast list for selling goods many times, once again proving its strength in the field of live broadcasting for selling goods.
Xinhuanghe reporters noticed that a week has passed since the "Wang Hai crackdown on counterfeit Xiao Yang Ge's head meat incident", and the number of netizens talking about the incident in the comment area of the live broadcast room has significantly decreased. Xiao Yang Ge and Big Yang Ge continue their previous funny style, bringing T-shirts, beer, mushroom beef sauce, biscuits, projectors, paper towels and other items were shipped, and the live broadcast received a good response. As of press time of the New Yellow River Reporter, no latest investigation results have been released on the incident.
In sharp contrast to the "Crazy Little Yang" led by Big and Little Yang, the two matrix accounts of "Three Sheep Network" with 11.962 million fans and "Xiao Yang Zhenxuan" with 5.696 million fans have average live broadcast data. All real-time rankings are outside the top 100. The number of people in the "Three Sheep Network" live broadcast room has remained around a thousand for a long time, and the live broadcast lasted until 1 a.m., with only 288,000 viewers; the "Xiao Yang Zhenxuan" live broadcast room had only a hundred people at its lowest, and the same live broadcast until early morning, with only 99,000 viewers. people.
It can be seen from this that Xiao Yang’s head effect is still obvious in terms of live streaming. Although Brother Yang has announced many times that he will reduce the number of live broadcasts with goods in the future, will "Crazy Brother Yang" still be "crazy" after leaving Brother Yang?
Brother Yang returned to bring goods for a short time, and then "disappeared"
After several entertainment live broadcasts, on the evening of March 23, Brother Yang decided to return to live broadcasts to bring goods. The "Crazy Little Brother Yang" account started live broadcasting from 18:55 until 0:22 a.m. the next morning. It was disconnected and re-entered. It was live broadcasted 5 times. Every time the live broadcast room was restarted, the number of people quickly reached 100,000+, and it takes no more than 5 minutes, which shows its popularity.
That night, Brother Xiao Yang and Brother Dayang appeared at the same time on the "Crazy Little Brother Yang" account for a live broadcast of goods. Continuing the previous funny style, they brought T-shirts, beer, mushroom beef sauce, biscuits, projectors, paper towels, etc. Items, the live broadcast received good response, and it has been ranked first in the list of Douyin live broadcasts for selling goods for a long time. Live broadcast data shows that each of the five live broadcasts has more than 7 million viewers, demonstrating its outstanding strength in the field of live streaming.
In addition, Brother Yang also revealed in the live broadcast room that he may not be able to live broadcast in the next half month or so, "Because I have to shoot something with my brother. My brother directed it himself. I may not be able to live broadcast outside in about 20 days." .”
Brother Yang’s live broadcasts have been decreasing in number of times, and there are actually traces of this. According to Feigua data, in February this year, Xiao Yang only had one live broadcast with a total duration of 2 hours and 21 minutes. Under the premise that the number of live broadcasts continues to decrease, Xiao Yang can still occupy the first place in the live broadcast list as soon as he returns to the live broadcast room to bring goods. His fan base and fan stickiness should not be underestimated.
There is still no result in the trough meat incident, and netizens are calling for "long dim sum"
After the CCTV March 15 party exposed the chaos in the production of trough meat with pickled pork, well-known anti-counterfeiter Wang Hai published an article on the 16th saying that Xiao Yang The brother's live broadcast room sold the Taotou meat products exposed on March 15, and he should be punished according to "refund one and compensate ten". In the face of external doubts, "Three Sheep Network" issued a statement on the 18th, saying that after verification, the sellers and manufacturers stated that they did not use Taotou meat in violation of regulations, and promised to provide certification materials as soon as possible. Out of a responsible attitude towards consumers, we decided to advance refunds to consumers.
However, many consumers were not satisfied with Xiao Yang’s approach of only giving refunds, so Xiao Yang’s live broadcast room once encountered consumers “swiping the screen” to defend their rights.
html On March 20, Brother Yang started an entertainment live broadcast and apologized to consumers in the live broadcast room. Brother Xiao Yang said that although the manufacturer has provided multiple certificates to prove that the pork belly sold is not pork belly, it will still be based on the identification results of the relevant local departments and promises to give everyone a satisfactory solution. When connecting with netizens, Brother Yang said, “I’ve been scolded a lot recently."The other party comforted him, just take care of it. Brother Yang responded, "That's for sure, then don't worry. "
matrix account live broadcast is bleak, "Three Sheep" is still inseparable from Brother Xiao Yang
Before the "Caotou Rou" incident was hotly searched, the topic "Brother Xiao Yang fell out of the top 20 of the goods list" once caused a heated discussion 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, which made him fall out of the top 20 of Douyin’s monthly sales list. In January, he was still ranked No. 6. Going back further, Xiao Yang's ranking fell to 15th in November 2023, and once fell to 20th in December. Regarding this result, Xiao Yang himself was very calm. He responded during the live broadcast, I only had one live broadcast in February, so it is normal for me to fall out of the top 20.
In fact, it is no secret that Xiao Yang "escaped" from the live broadcast room with goods. New Huanghe reporters found out that in the past year, Xiao Yang Brother has gradually faded out of the live broadcast room, and the number of live broadcasts with goods has been decreasing. The reason for this decision may be related to Xiao Yang’s other identity-the chairman of Sanyang (Hefei) Holding Group Co., Ltd. This company was It was established in March 2022. At the end of 2022, Brother Yang spent 100 million to buy an office building and set up a home for the "brothers".
According to statistics, the revenue of Sanyang Network in 2022 exceeded 10 billion yuan, and taxes 250 million yuan, and the group has more than 1,000 direct employees. It is not easy to manage such a large company. Taking the live broadcast on the evening of March 23 as an example, New Yellow River reporters observed that the main account with Big and Little Yang Ge is in sharp contrast In contrast, the two accounts of "Three Sheep Network" with 11.962 million fans and "Xiao Yang Zhenxuan" with 5.696 million fans have average live broadcast data, and all real-time rankings are outside 100. "Three Sheep Network" live broadcast During most of the time, the number of people hovered around a thousand, and the live broadcast lasted until about one o'clock in the middle of the night, with 288,000 viewers; the minimum number of people online in the "Xiao Yang Zhenxuan" live broadcast room was only a hundred, and the same live broadcast until early morning, with only 99,000 viewers.
is currently watching Later, after Xiao Yang gradually retired, the company's other accounts were far from being able to make up for Xiao Yang's traffic gap. Added to the impact of multiple factors such as overturning the situation, fans losing followers, and the platform's ambiguous attitude towards the top anchors, Three Sheep It has shown a trend of falling 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 enter. List.
Lin Zhijie, associate professor at the School of Economics and Management at Tsinghua University, once said that live streaming is largely a fan economy, and a large amount of consumption behavior is based on the loyalty of fans. This is indeed the reality. Some media estimate that top anchors can generally account for the company's Bringing goods accounts for 45%-50% of GMV (gross merchandise transactions). The importance of Brother Yang to the "Three Sheep" live broadcast matrix is self-evident.
From this point of view, the "Three Sheep" anchors' ability to carry goods is still far behind that of Xiao Yang. The train runs fast because of the headband. Although Brother Yang deliberately chooses to carry less goods, it seems that the time is not ripe to truly "escape" from the live broadcast room with goods.
Reporter: Liu Ruixiang Editor: Lu Bing Proofreader: Gaoxin
