"Don't make a big fortune. Why do you make such a big fortune? Let me tell you that making a small fortune is the happiest thing."
The person who said this was "Crazy Little Yang", the product blogger with the largest number of fans on Douyin.
It is said that he is also the first "amateur blogger" with more than 100 million fans on the Internet.
However, according to third-party data, Xiao Yang has been out of the top 20 monthly list of Douyin live streaming products for 2 consecutive months.
However, public data from the Hefei Yaohai District Investment Promotion Center shows that in 2022, Xiao Yang and his company "Three Sheep" Network carried goods live on the Douyin platform with a total transaction volume of more than 10 billion yuan. In 2023, the total volume of goods brought The output value may exceed 30 billion yuan.
In 2022, Crazy Little Yang brought a total of 103 products in 11 months.
2023, a total of 210 games.
But netizens discovered that in February this year, he only live broadcasted one game.
Some netizens ridiculed that this was just about celebrating the New Year.
"My concern is all wrong, Brother Yang, you are showing off."
In January this year, Brother Yang told his fans: "Now I can't do anything. I used to like to go to bars." Bundy, can I go now? When I went there, I was told by others, "
fans were very naughty and responded directly: "Give you your freedom, I will bear the pain."
Xiao Yang was a little "disheartened" behind the scenes. Itās more like the online live streaming industry is standing at a crossroads.
Brother Yangās slightly exaggerated acting skills are also preparing for a rainy day for his and his brotherās business empire.
In 2016, a pair of ordinary young people from Lu'an, Anhui Province were sitting on the Guangzhou subway with heavy luggage.
The younger brother looked a little tired, and the elder brother was already resting on the suitcase. He was tired from the journey and was dusty.
They are the Internet celebrity brothers Zhang Zhangyang and Zhang Qingyang who have a total of 130 million fans on Douyin 8 years later.
At the beginning, the brothers were filming a 15-second short video on Kuaishou. The younger brother Zhang Qingyang used firecrackers to explode the ink. When he just lit the firecrackers and threw them into the ink, he found himself locked on the balcony by his roommate. In an instant, the ink splashed All over.
This video is not simple. It is the originator of the routine video of "You can't be tricked by others". With this video alone, Crazy Little Yang has gained 600,000 followers.
Just two years later, in 2018, Brother Yang switched to Douyin at the suggestion of another Internet celebrity "Brother Sanda".
In the atmosphere of wanton growth, Xiao Yang took "Internet Addicted Boy" as the starting point of his character design, and used the chaotic family farce of "one thing to drop another thing", which crazily attracted the attention of Douyin users.
Suddenly, the box was densely packed with locks, oversized spoons, and soup pots for headshots. The exaggerated style of painting fiercely blew through Douyin.
In just two years, Crazy Little Yangās account has 40 million fans.
That was the era when Douyinās first generation of bloggers were competing for land, and it was also the time when it was developing the fastest.
In 2019, Crazy Young Brother Yang began to transform into live streaming to sell goods, hoping to take off the label of "left-behind boy".
But unfortunately because they had no experience, the effect of live streaming was not good at the beginning, so they could only focus on entertainment.
The turning point occurred during a wheat chain. Internet celebrity Annie pointed out the way for them: "Try to sell goods in reverse."
Internet celebrities with grassroots backgrounds are often more motivated than knowledge bloggers.
just did what he said, and crazy little Yang Ge became the ultimate template for reverse delivery.
When others show off the advantages of their products and the brand side is grand, they make fun of the brand side, making them unable to get off the stage and even getting into fights when they disagree.
For example, they sell slippers. The selling point is that they are "soft but tough". Brother Yang put the slippers into his mouth and bit them, baring his teeth and swinging them around. Netizens commented, "Don't break your teeth." He didn't bite until he actually bit it. I won't give up until a big piece of plastic comes down.
sells iron pots. The brothers fried eggs on the spot and tested whether the pot was sticky. In the end, they were so angry that they smashed the pot.
is a script, but it has also verified the quality of the product time and time again, allowing fans to spend their money while watching the live broadcast and gain double happiness.
By 2021, Crazy Little Yang will achieve a miracle of selling goods with sales of 150 million in one hour. Some e-commerce insiders broke the news that brand owners can only send a few samples if they find others to bring goods. In Crazy Little Yangās live broadcast room, they must Give me the exact same formal suit.
ās huge traffic has brought Crazy Young Brother to the same level as celebrities. Louis Koo went to them to promote the movie. Rosamund Kwan promised to introduce Jackie Chan to them. Director Wang Jing helped them sell headphones. As long as fans asked who they wanted to meet, they would invite them. Turn the live broadcast room into a variety reality show.
When NBA superstar Harden was invited to the live broadcast room, 10,000 bottles of his own brand of red wine were sold out in one second. Harden didn't believe it and ran to see the background data. When he came back, he happily did a somersault in front of the camera.
's live broadcast this night was reported by an American media. Some netizens left a message: "You should realize that the host has more than 100 million fans, and his live broadcast is watched by nearly 600,000 people every day."
Crazy Little Yang Brother became the surface The most popular blogger.
As you can imagine, Crazy Little Yang has broken down the barriers between ordinary people, Internet celebrities, and celebrities. Douyin is naturally happy to hear about this, and huge traffic is coming.
However, while the balance of fate bestowed upon them wealth and fame, it also made fun of them.
was once a crazy little brother Yang. One video had many twists and turns, making fans laugh just as an appetizer.
However, after becoming a product anchor, their short videos have fewer unexpected reversals, but they have been labeled vulgar by some people.
Once upon a time, Douyin really set the stage, and crazy little Yang Ge sang with all his heart.
However, as Crazy Little Yang quickly built their business empire, the relationship between them and Douyin also became subtle.
For Douyin, the platform ecosystem is becoming increasingly rich.
Dongfang Selection launched online teaching-style sales, selling agricultural products into luxury goods; Zhang Lanās Bagua style fan can live broadcast while lying in the hospital bed.
Under the trend of traffic redistribution, Crazy Little Yang also faces challenges.
Not only Douyin, but also other domestic platforms have encountered similar problems.
super anchors have adopted the strategy of "hide the bird when the bird is gone". Kuaishou Simba gradually faded out of the public eye, Taobao's Li Jiaqi's live broadcasts became less and less, and Douyin's Luo Yonghao also used "quit the network but not withdraw from the broadcast" to make the transition.
Many of the celebrities who rushed into the live broadcast circuit have also left.
Someone said: "If Brother Yang doesn't leave, Dugu will not be seeking defeat, but Dugu will beg for help."
It makes sense. Crazy Brother Yang has faced two major frustrations since he first started live broadcasting.
First of all, it is difficult to choose products.
Crazy little Yang Ge, who comes from a grassroots background, has always been focusing on cost-effective white brands. Although Du Gang, a master who specializes in supply chain, is in charge, he still inevitably makes mistakes in product selection.
In November 2022, Crazy Young Brother brought Jinzheng brand wall breaker and meat grinder, but was targeted by Wang Hai, a professional anti-counterfeiter.
Wang Hai pointed out that the power of Jinzheng brand was false. Originally, the product only had 150w, but the label said 300w.
Not only did he require the brand to compensate consumers, Brother Yang also had to pay for his mistakes with 100 million yuan.
The controversy continued until the relevant departments conducted random inspections on the Jinzheng brand and proved that the products were qualified. Only then did Crazy Young Brother give an explanation to the fans.
But Wang Hai has cracked down on counterfeiting more than once. Brother Yang can only say: "It's a good thing for people to keep an eye on me. He helped me check the quality of my products. I welcome everyone to keep an eye on us."
What's even more troublesome is that, Brother Yang's gift of providing emotional value is difficult for his apprentices to learn, and sometimes it's counterproductive.
On the eve of Double 11 last year, Xiao Yang's eldest apprentice "Huang from Traffic Light" was explaining YSL cushion foundation with his hair disheveled and a ferocious expression. He even squatted on the table during the period. Fans protested: "Who on earth is watching such a live broadcast? ", "Resist vulgar live broadcasts and create a clear online environment."
's behavior was criticized by the "2023 "Double 11" Consumer Rights Protection Public Opinion Analysis Report" released by the China Consumers Association. In the following two months, it was difficult for "Yellow at the Traffic Light" to resume broadcasting.
The cost of making mistakes is too high.
Under the three-way trade-off between IP development, algorithm traffic, and public opinion, it is not so much that Crazy Little Yang has no choice but to reduce the amount of goods he brings, it is better to say that they are taking advantage of the situation.
reduced the number of live broadcasts to "de-Yang Ge". Xiao Yang Ge is undoubtedly looking for a more favorable strategic position for the big ship Three Sheep.
Once upon a time, young and old Yang brothers regarded the 15s short video as a door. As long as they opened this door, they could use their creativity to gain wealth, saying goodbye to "the two brothers in middle school could not spend 200 yuan a year" and "the old couple". "My godmother doesn't know anything about her taste" and she lives in poverty.
However, after years of hard work, they gradually realized that short video is not only a door, but also a key.
is out of public view, so they use this key to open more doors.
Last year, Crazy Little Yangās own brand āXiao Yang Zhenxuanā was launched. Brother Big and Little Yang realized the flag that he had set at the beginning of his business and had his own brand.
To pave the way for "Little Yang Zhenxuan", Crazy Little Yang is very courageous.
On November 26, they spent 30 million and held a concert in Hefei, inviting more than ten stars including Zhang Xinzhe, Pu Shu, Twins, Wang Sulong, and Chopstick Brothers. There were a total of 60,000 seats in the venue, with 30,000 tickets. The tickets are given to fans through "Xiao Yang Zhenxuan", which is equivalent to free of charge.
Brother Yangās concert, the brothers and host Zeng Baoyi were on stage. Picture source: Three Sheep Network
That concert was watched online by 60 million people and received more than 400 million likes.
"Xiao Yang Zhenxuan" caught the traffic, gained 4.1 million fans in one day, and sold more than 20 million orders in 9 months of operation, continuing the IP value of the crazy little Yang brother.
Internet celebrities holding concerts is indeed nothing new.
As early as 2017, Zhang Ting, the godmother of micro-business, held a concert in Nanjing, inviting Angela Chang, Zhang Xinzhe, and Wei Chen; and in 2019, Simba directly turned his wedding into a concert, and the cost happened to be 30 million.
But the story is not over yet.
In November last year, San Yang established a joint venture with the well-known film and television company "Forest Pictures". Zhang Qingyang held 65% of the shares through a company owned by San Yang, and Xin Wenhai, the legal person of the new company, held 35% of the shares.
Xin Wenhai is a well-known film producer and distributor with a professional background. He was responsible for the distribution of "Massage" directed by Lou Ye. Some people speculate that he will be an important entry point for Brother Yang and his brothers to enter the film and television industry.
Just in January this year, Brother Yang and Stephen Chow had dinner together again, and Brother Yang posted a photo of the three of them on Douyin.
Less than two weeks later, Stephen Chow announced that he would establish the "9527 Theater" together with Douyin. The mini-series "Golden Pig and Jade Leaves" is expected to be launched on Douyin in May.
Some people also said that Brother Yang would star in the play, but Brother Yang personally refuted the rumors.
looks back on the 8 years that Brother Yang and Yang have traveled along the way. They are people chosen by the times, and they have grown into what they dreamed of at a miraculous speed.
But success cannot be attributed to luck alone.
During a live broadcast, his younger brother Zhang Qingyang was standing in front of the table holding a durian peel. His older brother Zhang Kaiyang suddenly stood up from under the table and put his head on the hard shell of the durian. Soon the top of his head began to bleed.
Zhang Qingyang persuaded him to go to the hospital, but Zhang Kaiyang said: "I just talked about three things, I won't leave."
In order not to make everyone worry, Zhang Kaiyang sat in front of the camera and told everyone about his old fishing stories. , that time his scalp was scratched by a fishhook, and it was not treated for four hours. In the end, he went to the hospital and received 7 stitches.
We liked Crazy Little Yang at the beginning, maybe because we liked their attitude:
can also find happiness in difficult times and bring happiness to others.
Now it seems that there may be many variables in Crazy Little Yangās transformation in the future.
The times are treacherous, and everyone is looking for their own exit.
