Author | Tie Shou
Editor | Nuts
One is a grassroots Internet celebrity with over 100 million fans on Douyin, the other is a super anchor on Kuaishou who responds to everything, Crazy Little Yang Ge and Simba are the two who lead the ceiling of the goods industry. Now they both want to announce the suspension of live broadcasts. Although the reasons why
stopped broadcasting are different, the business layouts of the two major Internet celebrities this year are surprisingly similar, that is, to support their "apprentices" who have gradually become popular, and to further divert their own traffic halo. Under such circumstances, it is only natural for
to use the gimmick of stopping the broadcast to continue creating topics for his apprentices' live broadcast rooms.
In the live broadcast of these two brothers, it is not difficult to see that both of them seem to be a little tired of today's live broadcast business. However, since they have already formed a corporate operation, even if crazy little Yang Ge and Simba don't want to do it anymore, Frustrated by traffic, the pressure from the company behind them also forced them to move forward.
Nowadays, the live broadcast delivery industry has gradually emerged from the stage of brutal growth, but these two grassroots entrepreneurs are still able to always receive the favor of traffic, and have become an iconic symbol of the internet celebrity economy era.
But as both of them want to complete the transformation from Internet celebrities to entrepreneurs, will this road rarely traveled by others bring a second spring to their careers?
01 Two top celebrities collectively stopped broadcasting
. In a recent live broadcast, Crazy Little Yang said that he would stop broadcasting for 2-3 weeks. The specific reason was to concentrate on filming movies.
In the previous live broadcasts, Crazy Little Yang also stated many times that he will reduce the number of live broadcasts this year and will focus more on self-operated brands and company affairs. At the same time, he will continue to prepare for e-commerce events. Music festivals and music festivals.
According to relevant reports, Three Sheep Group, owned by Crazy Little Yang, has officially announced that it will hold the "dxyg-vac" electronic music festival in Hefei in May. The first batch of 17,000 tickets was sold out within 30 seconds.
Although Crazy Little Yang will reduce the frequency of his live broadcasts, it does not mean that his account with over 100 million fans will remain idle. According to Little Yang himself, his apprentice may take over in his account this year. live streaming.
In fact, Xiao Yang chose to fade out of the live broadcast room at this time, which is also a way for him and the company to quell the controversy.
At this year’s March 15 party, the braised pork with pickled vegetables brought by Crazy Little Yang and his anchor was exposed, which attracted widespread attention. Although the Three Sheep Group has stated that it will compensate consumers in advance, it has still suffered It received a lot of criticism from netizens.
Recently, some consumers have announced that they will sue Sanyang Network and the manufacturer of Meicai Kourou, demanding a refund of ten yuan and a compensation of 1 yuan for mental damages. At present, the case has been accepted by the relevant departments.
is no different. Almost at the same time that Crazy Young Brother announced the suspension of broadcasting, Simba, another super Internet celebrity of , also revealed in the live broadcast that he wanted to suspend live broadcasting, settle down for two years, go out to learn artificial intelligence, and then choose a new one after two years. The track starts again.
Simba also said that there is nothing exciting for him in the current live streaming industry.
Like Crazy Little Yang, Xinxuan Group under Simba is now the top mcn company in the live streaming industry. The total GMV in 2023 will exceed 50 billion, and the total sales in five years will exceed 200 billion.
In addition, Simba has also paid special attention to supporting his "apprentices" in the past year. In addition to frequently appearing on his apprentices' live broadcast rooms, he also frequently uses his personal influence to attract traffic to them. Currently among Simba's apprentices, the most successful "Egg" has more than 95 million fans.
02 Don’t want to do this for a long time?
Under the prestige of the two leading live broadcast organizations, San Yang and Xinxuan, the souls of the two companies seem to have already shown signs of fatigue.
This kind of fatigue not only comes from physical, but also from mental suffering.
In December last year, Crazy Young Brother Yang expressed his bitterness in a live broadcast: "There is too much pressure and I don’t want to be an internet celebrity anymore. Even if I go to a kindergarten to hold a parent-teacher meeting, it will be a hot search."There is no private space and there is no way to eat at the food stalls. ”
From the perspective of ordinary people, top Internet celebrities like Crazy Little Yang and Simba have achieved financial freedom early on, and there is indeed no need to continue to appear on camera for material rewards. In front of me.
But as Crazy Little Yang himself said, he is not only doing live broadcasts for himself, but also being pushed by the team behind him. Three Sheep Group currently has hundreds of full-time employees. At the same time, there are more than 10,000 part-time editors online, and most of these people need to rely on Crazy Little Yang’s personal traffic halo.
Simba’s situation is also very different. According to Simba himself revealed in the live broadcast, Xin. Xuan Group pays more than 1.1 billion in wages to 4,860 employees every year, and spends more than 200 million in rent, water and electricity bills, and shares more than 2 billion with the platform. After a year, it is basically nothing.
Although the fixed expenses mentioned by Simba cannot be verified, it can be verified. From the side, it can be seen that the current situation of super Internet celebrities who have moved from individuals to group operations is indeed out of their own hands.
In addition, because they are in the center of traffic, they are enjoying the commercial benefits brought by the huge attention. , the two of them will inevitably suffer backlash from the traffic. A few unintentional remarks in the
live broadcast room may become hot topics on the next day, and in the face of widespread public opinion, there are At that time, there was no room for the parties to explain.
At the same time, because they are in the business of live streaming and are representative figures of their respective platforms, Crazy Little Yang and Simba have always been the "key attention targets" of professional anti-counterfeiters. "Although there is nothing wrong with this kind of attention from a legal point of view, and even consumers agree with this approach of forcing big anchors to strengthen quality control. But it is still uncomfortable to be stared at all the time.
It's no wonder Crazy Little Brother Yang will complain during the live broadcast, "Don't make a big fortune, what are you doing with such a big fortune? I tell you that making a small fortune is the happiest thing, don't make a big fortune!" If you make a big fortune, you have to think about how to make it last. If you make a small fortune, it will be enough for you, and you will be content with what you have. "
03 Where will the big anchors go?
In fact, the plight of crazy little Yang Ge and Simba is not only the "growing pains" shared by the two, but also a true portrayal of the top anchors in the industry.
Li Jiaqi, the first brother of Taobao Live Broadcast, also worked in During the live broadcast, his mentality was unbalanced. He said that he had a headache every day because of the live broadcast, but fans didn't have to buy it. Li Jiaqi still had to broadcast it.
This kind of mental imbalance also made Li Jiaqi finally have an accident during a live broadcast last year. He said "It's so expensive." Becoming a hot meme of the year has made him the target of countless netizens’ criticism.
is a big anchor who can’t help himself, and has almost become the general consensus of these kings in the goods delivery industry.
At present, there is still a lack of success among Internet celebrities. If you include Luo Yonghao and Yu Minhong as successful cases of transformation into entrepreneurs, there is a precedent for them to transform from entrepreneurs into big anchors.
Crazy little Yang Ge and Simba want to gradually transform from the live broadcast room to behind the scenes, but for both of them. For the company, it is actually giving away a large wave of free traffic. From a purely commercial perspective, such a change that is related to the company's direct interests will obviously not be accepted by the company's decision-makers.
Such contradictions. Next, it is not that there is no solution that can have both ends, that is to support new anchors to take over the traffic of Crazy Young Brother Yang and Simba. In fact, in the past year or two, both of them have also been working hard in this direction. .
However, this approach may also give rise to new problems, that is, when the apprentices also become the head anchors, they will inevitably develop burnout during the live broadcasts for many years. In this case, it seems that we have to start again. Cultivate new traffic successors, and repeat this cycle until they lose the ability to travel through the cycle.
However, for Crazy Little Yang and Simba, future problems can be solved by the future, but at the moment, both of them have the same problem. Choose to temporarily stop broadcasting.
It is also worth noting that although live streaming is currently gaining momentum, no one can predict how the market will change in a few years. For super Internet celebrities, the commercial weapon they rely on most is traffic. Rather than bringing the goods itself, so as long as your own personality does not collapse, you can completely start a second business in other ways in the future.
From this perspective, the brave retreat of Crazy Little Yang and Simba is also a kind of protection for their own traffic halo.
