Source of this article: Times Finance Author: Ye Manzhi
After 32 days of suspension, Brother Yang returned to the live broadcast room.
At 6:50 pm on April 27, Brother Xiao Yang and Brother Dayang started replaying on Douyin. In addition to continuing the past model of shouting and bringing goods, Brother Xiao Yang and Brother Dayang also led the team in the gap between bringing goods. The live dance warmed up the show, attracting a large number of onlookers.
According to Gray Dolphin data, as of 9:50 p.m., the cumulative number of viewers in the "Crazy Little Yang Brother" live broadcast room has exceeded 30 million, the number of new fans has exceeded 180,000, and the cumulative GMV is 60 million yuan to 100 million yuan, bringing goods There are over a hundred items, including Feitian Moutai, Huawei mobile phones, Apple mobile phones, etc. The
Douyin platform shows that as of 19:30, "Crazy Little Yang" has ranked 7th on the Douyin live broadcast popularity list and 10th on the site's top 100 hourly list. However, its popularity subsequently declined. As of 21:50, the live broadcast room ranked 63rd on the Douyin live broadcast popularity list and fell out of the top 100 hourly list of the entire site.
Source: Tuchong Creative
Compared with the results of the live broadcast before the suspension, the amount of goods brought in this rebroadcast has increased.
According to Douyin live broadcast updates, the last live broadcast on the Douyin account of "Crazy Little Yang Brother" was on March 25. According to Gray Dolphin data, the live broadcast had more than 20 million viewers, 51,000 new fans, and a GMV of only 500,000 to 750,000 yuan. On the evening of March 23, "Crazy Little Yang" started a total of 5 live broadcasts, including 3 The GMV for one session is 2.5 million to 5 million yuan, and the GMV for 2 sessions is 5 million to 7.5 million yuan.
Although some people are buying into the re-broadcast, a large number of "family members" have still been lost in the nearly 30 days since Xiao Yang's suspension. Gray Dolphin data shows that from March 28 to April 27, the account “Crazy Little Yang” lost 760,000 followers. As of 18:30 on April 27, nearly 30,000 people had closed the account that day.
In addition, from the data point of view, the performance of the "Crazy Little Yang Brother" live broadcast room has declined since this year.
Douyin data shows that in February this year, Xiao Yang’s personal account fell out of the top 20 of the short video live broadcast master list. This is also the first time in the last year (March 2023-February 2024) that the live broadcast room fell out of the top 20 on the list. Faced with doubts, Brother Yang once explained during the live broadcast that there was only one live broadcast with goods in February, "It is normal not to be in the top 20."
For comparison, in September 2023, "Three Sheep Network" and "Crazy Little Brother Yang" ranked 4th and 6th on the list respectively, with sales exceeding 520 million yuan. Data from e-commerce Dianshubao shows that in 2023, the total transaction volume of "Crazy Little Yang" was approximately 7.8 billion yuan, ranking fifth among all live broadcast e-commerce experts.
Now, Brother Yang is fading out of the live broadcast. In a live broadcast on March 5 this year, it publicly revealed its live broadcast plan for 2024, clearly stating that "this year it will invest more in entertainment live broadcasts and accordingly reduce the number of live broadcasts with goods." If there is a special event, he may consider letting his apprentice manage it.
During the month when the broadcast was suspended, Brother Yang was not idle. He said in a live broadcast on March 23 that the next 2-3 weeks of suspension will be mainly to concentrate on filming film and television films.
On April 16, the official Douyin account of "Three Sheep Theater" was officially launched, and the behind-the-scenes footage of the first short play "Master Fu, Your Substitute Bride is the Boss" was exposed. There are many artists from Three Sheep in the cast, among which "Three Sheep Xiaoqi (Seventh Boss)" is one of Brother Yang's apprentices. That night, the anchor of "Three Sheep Theater" said during an online live broadcast that the short play was being filmed. Brother Yang was busy with work in the company and did not participate in the performance.
In the comment area of the account's filming start video, some netizens asked whether they would switch to the short play route. "Three Sheep Theater" replied: "It is an extended business segment." As of press time, the account already has 40,000 fans.
lost fans in the live broadcast room with goods, while the short drama account gained fans. The restart of Xiao Yang's live broadcast reflects his thinking on balancing business. How to stabilize the basics of live broadcasting while testing new businesses is a test for every leading anchor including Xiao Yang.
