article | Zinc Finance, author | Chen Yan, editor | Dafeng
The fan who took Crazy Little Yang to court has successfully filed the case.
A fan sued Brother Xiao Yang and the case was successfully filed.
What happened was that this fan had bought three orders of "Yu Hui Yuan" braised pork with pickled vegetables in a live broadcast room owned by Three Sheep. But the manufacturer behind the brand, Anhui Donghui Food Technology Co., Ltd., was exposed some time ago for illegally using "caotou meat" to produce braised pork with pickled vegetables. When
fans went to customer service to negotiate a "refund one for three" offer, they were blocked by Three Sheep Network. In anger, he took Three Sheep and Anhui Donghui Food to court, demanding compensation of 3,000 yuan and 1 yuan in mental damages.
Crazy Little Brother Yang took this matter coldly. Two days ago, the anchor of Three Sheep insisted in the live broadcast room that what he was giving to his fans was pork belly and definitely not pork belly.
The truth is still under investigation, but it is nothing new for major anchors and live broadcast organizations to be involved in scandals involving goods. A public opinion report on rights protection for live broadcasts released by
a few days ago shows that last year, Li Jiaqi had the most public opinion on rights protection, accounting for 41%, followed by Crazy Little Yang, accounting for 31.30%. The main issues involved by the anchors include falsehoods Publicity, product quality, etc. The
era has made great achievements for big anchors, but the problem of product selection has also become the "Sword of Damocles" hanging over their heads. The big anchors of
have gained experience in overturning things. The big anchors of
know how to overturn things.
can’t blame so many fans for questioning Crazy Young Brother. After all, this is not the first time they have been involved in a product scandal. In the past two years, Brother Yang can be said to have sufficient "experience" in turning over.
As early as November 2022, professional anti-counterfeiter Wang Hai publicly reported that the Jinzheng wall breaker and meat grinder sold by Crazy Little Yang had false power ratings. Wang Hai said at the time: "We dismantled the machine and found that the meat grinder sold in the Three Sheep Live Studio has a power of 300w, the actual power is 120w, and the wall breaking machine has a power of 300w, the actual power is 105w."
Screenshot of Wang Hai's Weibo
Five days after the incident, Brother Xiao Yang just released the quality inspection report of the Jinzheng wall breaker sold, showing that the sample passed the inspection items. However, it is worth noting that the sample arrival date of the report is November 15, 2022, and it is stated at the end that "we are only responsible for the test results of the incoming samples."
Wang Hai questioned this. Are the products submitted for inspection by equipped with 300w motors or 105w motors? There is no basis for retroactive verification of any response or statement.
The matter ended up being settled, but after that, Brother Yang was exposed again. The Yokoshu face towels he carried were chemical fibers pretending to be plant fibers, the Baopai cashmere couple's thermal underwear "Zero Cashmere", and the Lomon brand waterproof jacket It is not anti-humidity, and Youshang Infant Moisturizing and Soothing Special Care Cream was judged to be false advertising, etc.
Anyway, every time something happens, Brother Yang always avoids the important and takes the easy. At most, he just says, "Brothers, we are still here."
Also involved in the "groove meat" controversy this time is Brother Yang's old rival - Oriental Selection. This person has also been deeply involved in controversy due to multiple quality control failures.
Earlier this year, an internet celebrity prune juice sold by Oriental Selection was found to contain the laxative ingredients sennoside a and sennoside b, which are illegal additives. On February 26, the official website of the General Administration of Customs announced that it had revoked the registration qualification of the beverage company behind the prune juice in China.
But until the incident was exposed, Oriental Selection’s live broadcast room was still selling this prune juice. According to reports, Oriental Selection began selling prune juice as early as January 2023. In one year, it sold 160,000-340,000 pieces, with total sales of 20 million-50 million yuan.
There are many similar things. It is hard to imagine how many consumers would be harmed if the problematic product was not eventually discovered and widely publicized.
It’s not just Douyin’s No. 1 brother who likes to make mistakes. A few months ago, a 597 yuan Hetian jade necklace sold by Li Jiaqi, the Taobao’s No. 1 brother, was also suspected to be a fake.
According to reports, Mr. Fan placed an order for more than a dozen Hetian jade necklaces in Li Jiaqi’s live broadcast room, but after receiving them, he found that the quality was not right, and the appraisal certificates of the necklaces were also copied in batches.When he went to the National Jewelry and Jade Quality Supervision and Inspection Center for re-inspection, he was told by the staff that the carbonate content in the necklace was too high and a Hetian jade identification certificate could not be issued.
The ambiguous part of this matter is that the merchant played a "game" on the identification standards of Hetian jade.
According to the new national standard in 2020, the tremolite content must exceed 95% before it can be called Hetian jade, but the brand adopts the 2017 standard. A veteran in the jewelry industry revealed to the media that the product brought by Li Jiaqi is closer to marble and may meet the minimum standards of Hetian jade, but it is not the Hetian jade that most consumers imagine.
Li Jiaqi’s team did not review the problem in advance, and as a result, consumers were also brought into the trap. Behind the frequent accidents of
, the inherent dilemma of anchors in bringing goods
Major anchors have experienced problems in bringing goods one after another, which is related to many factors. A very direct reason is that price and quality are contradictory.
It is not difficult to find that live broadcast e-commerce is still a field of price competition. Consumers who come to the live broadcast room to place orders still want to get a good deal. Youmi Cloud data shows that products priced under 10 yuan in Douyin’s food and beverage field are becoming more and more popular. In the second half of 2023, the proportion of sales in this field below 10 yuan increased by 14% year-on-year.
Therefore, in order to cater to consumers and create popular products in the live broadcast room, anchors have to compete for low prices to stimulate consumption.
The problem is that many low prices of are artificially created, and it is impossible for merchants to do business at a loss. In the end, it's just "the wool comes from the sheep", and consumers seem to get a bargain, but various "subsidies" have been secretly marked on the price, and the merchants have recovered them in other ways.
Take this "caotou pork" incident as an example. The braised pork with pickles and vegetables sold in the live broadcast rooms of Crazy Little Yang and Oriental Selection are 59.9 yuan for 6 bowls. After conversion, a bowl sells for less than 10 yuan.
can calculate an economic account. For leading live broadcast rooms such as Xiao Yang Ge and Dongfang Selection, the commission is about 20%. The cost of a box of cold chain is about 8 yuan. After calculation, the merchant sells 6 boxes of pickled vegetables. The meat is 48 yuan, which is 8 yuan per box.
According to Wang Hai's investigation, another brand of the manufacturer involved in the accident, "Huixianghui" braised pork with pickled vegetables, costs 260 yuan per box for pure pork belly, and 200 yuan per box for pure pork belly. Assuming that there is no problem with the braised pork with pickled vegetables sold in Xiao Yang's live broadcast room, based on the purchase price of 36 bowls of 260 yuan, the price of a bowl is about 7.2 yuan.
Screenshot of Wang Hai Weibo/Wholesale price provided by "Huixianghui"
Based on common sense, the money merchants earn from the live broadcast rooms of Brother Xiaoyang and Dongfang Selection can only barely maintain costs, which does not conform to business logic.
The bigger problem exposed behind this is that the product selection and investment recruitment teams of many big anchors and live broadcast rooms in are not professional enough. Many times they only consider whether the anchor can broadcast, and whether the style and cost are suitable.
According to reports, in January last year, Wang Hai posted a product cooperation agreement for Xiao Yang’s live broadcast room, which stated that the partner was required to provide product certificates, quality inspection agency reports and other documents. Wang Hai’s view on this is: Crazy Little Yang doesn’t have a choice of products. As long as they have been submitted for inspection and passed the inspection, he can sell them for a pit fee of 250,000 plus a 20% commission.
In other words, although major anchors such as play the role of "gatekeepers", they often lack the relevant professional knowledge or team to conduct quality inspections. Even if the product selection and inspection of passes, during the delivery period, the anchors will not be able to verify whether the product is consistent with what is displayed in the live broadcast room, and whether the goods are incorrect.
In addition, in the huge profit field of live streaming, there will naturally be some black transactions. There are countless brands that want to enter the live broadcast room of big anchors, but the ones that can actually get in are limited. At this time, product selection and investment personnel have a lot of power. Which brand pays for the "tea fee" is more likely to enter the live broadcast room.
In November last year, Li Jiaqi’s beauty watch company was exposed to corruption in the product selection process. A post-90s investment specialist embezzled more than one million yuan in two years. In the live broadcast industry, this is just the tip of the iceberg.
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One trend is that whether it is Crazy Little Yang, Li Jiaqi or other major anchors, they have gradually reduced the frequency of carrying goods and replaced them with institutionalized operations.
The reason behind this is that the risk factor is too high if the traffic is concentrated on one big anchor. Once a negative incident occurs, major anchors will be the first to be attacked. Not only will they bear the public opinion and economic risks of selling fake and shoddy products, but the live broadcast rooms behind them will also be shut down.
So you can see that every time Crazy Young Brother Yang is exposed to the problem of overturning his goods with goods recently, "Three Sheep" basically responds. To a certain extent, is to dilute the label of crazy little Yang Ge’s personal IP and let the company take responsibility.
Zinc Finance noticed that during an entertainment live broadcast of Brother Yang a few days ago, many fans in the comment area were asking about the outcome of the Caotourou incident. Brother Xiao Yang said the same thing, "The company has responded, it is impossible to escape, and it will definitely give everyone a satisfactory result." "I am now an enterprise, and I have a company account. You can check it out."
But the process of de-heading is not that easy, and it may not even be smooth.
Especially Li Jiaqi, although Mei Wan has also cultivated many assistant broadcasters, none of them can support the traffic of the live broadcast room alone. Until now, Li Jiaqi still has to maintain a stable frequency of live broadcasts. It is worth mentioning that among the three live broadcast accounts of Meizhi, Li Jiaqi alone has more than 83 million fans in the live broadcast room, contributing more than 90% of the fans. In the second half of
's live broadcast, there will only be more and more supervision from the outside world. For major anchors and the organizations behind them, they must learn to bear the weight of the crown if they want to wear it.
