Produced by Radar Finance Text | Editor by Mo Enmeng | Deep Sea Simba and Brother Yang, who had conducted friendly live broadcasts before, have now become opposing parties in a "war of words". On September 1, Simba said in a live broadcast that "they earn 100 from selling a

Produced by Radar Finance | Editor by Mo Enmeng | Deep Sea

Simba and Brother Yang, who had previously conducted friendly live broadcasts, have now become opposing sides in a "war of words".

On September 1st, Simba said in a live broadcast that "they earn 100 yuan from selling a box of hairy crabs" and named an Internet celebrity with 100 million followers, saying that "you don't have any attitude towards quality inspection, after-sales, or compensation, so it's just hype." .

Subsequently, Lu Wenqing, the co-founder of Three Sheeps, personally left the game and responded to Simba from a distance, accusing him of having no bottom line for the sake of traffic. Simba did not show any signs of weakness. He once again went all out in the live broadcast and broke the news that Lu Wenqing was sentenced to a suspended sentence.

It is worth noting that the Internet incident caused by hairy crabs is not limited to the direct confrontation between Simba and Xiao Yang, but has also affected many people.

In addition to Lu Wenqing, the co-founder of Three Sheep mentioned above, there are also the female anchor Momo of Three Sheep who has been involved in the whirlpool of public opinion, as well as the film and television circle who just attended the opening ceremony of Three Sheep Holdings (Hong Kong) Co., Ltd. Big boss Eric Tsang and even Luo Yonghao, who just announced the second season of "True Return", also gave sharp comments on Weibo.

Regarding these disputes, Brother Yang said in Zhuo Shilin’s live broadcast room on September 3, “I don’t want to say anything. It’s useless to argue. There are so many people under (the company), and the company is doing well. How can we quarrel every day? Brothers, just wait and see what happens."

On the evening of September 4th, Simba published a long article saying that all channels of the company have been notified that anchors are prohibited from selling hairy crabs this year. "I will not be selling goods on the air in the near future, let alone selling hairy crabs." Simba said that the ban on the sale of hairy crabs will reduce the price of hairy crabs. With sales of several hundred million, I have no shortage of traffic, and I won’t target anyone by selling hairy crabs.

Simba also said that he decided to give Three Sheep a week. If Three Sheep still has no attitude towards consumers after one week, he will compensate and provide after-sales service for some products of Three Sheep consumers. The upper limit of the compensation amount is one. billion.

On the evening of the same day, Lu Wenqing apologized for the uncivilized language used during the previous live broadcast. At the same time, he said that refunds had been made after quality problems with pickled pork and pickled vegetables occurred. Regarding the rumors on the Internet about him and a certain woman, he said that the rumors have been reported to the police and the public security department has accepted them. Regarding his past, Lu Wenqing said that before he founded Three Sheep, he had gone through detours because he did not understand the market rules and systems deeply enough at that time.

In fact, an in-depth analysis of the fame history of Simba and Brother Yang shows that the two have a lot in common. For example, both have grassroots backgrounds, and both have distinguished themselves in their respective live broadcast fields through unremitting efforts. The two have also shown amazing similarities in the expansion of their career territories. From working alone to working as a team, from personal IP to corporate brands, both parties are constantly broadening their career territories and striving to create their own live streaming business. empire.

Some analysts believe that the "war of words" that broke out between Simba and Brother Yang is actually the epitome of commercial competition in the field of live broadcast e-commerce. In the context of increasingly fierce market competition, top anchors often need to use various methods to increase or maintain their personal exposure and topic discussion, so as to defend and expand their territory in the e-commerce territory. The fierce competition between the two parties around the sales of hairy crabs is not only reflected in price, but also in the competition for consumer attention, trust and market share.

The top anchors started a "war of words", Simba fought against "Crazy Little Yang"

As the top anchors of the two major platforms of Douyin and Kuaishou, the recent conflict between Little Yang and Simba attracted many melon-eating netizens their onlookers.The trigger of this conflict is suspected to be related to the popular item hairy crabs sold in the live broadcast rooms of both parties.

Recently, during the process of selling hairy crab products in the live broadcast room, Simba’s assistant said that the brand was “pointed at and scolded” by a certain anchor because the other party sold it first, but Simba later sold it at a lower price. The price is on sale, but the brand does not provide the same price mechanism.

Simba revealed that he first negotiated and introduced the hairy crab brand to live streaming e-commerce three or four years ago. He also participated in the formulation of online after-sales standards for hairy crabs and has sold out many times. Therefore, the brand owner is grateful to him and is willing to provide it to the industry. Reserve price.

Simba also said, "I sold hairy crabs, and anchors all over the Internet sued me and said I sold them too cheap. How do you qualify to compare? You have 100 million fans, 50 million fans, how qualified do you want to compare? You want to compete? What? I’ll tie all your 100 million fans and 50 million fans together. See if I can beat you to death and drive you off the Internet.”

It is reported that the mechanism for this product in Simba’s live broadcast room is 238. The price of RMB includes 4 male crabs weighing 4 ounces and 4 female crabs weighing 3 ounces. Buy three orders and get one for free, plus an additional 6 bottles of iced black tea. The price of Xiao Yang Ge’s live broadcast room is 298 yuan, including 4 male crabs with a weight of 3 taels, and 4 female crabs with a weight of 2 taels, and you can enjoy a 0 yuan discount when purchasing the second item.

When he was emotional, Simba also extended the focus from the hairy crab itself to more dimensions, "You rely on a little traffic, how many days do you think you can live? You don't have quality inspection, you don't have after-sales, and you have a compensation attitude. No, you don’t have a responsible attitude. You have nothing. All you have left is hype. You can’t even understand how to open a company here or an international company in China. Why open an international company? Which business model are you not imitating? Mine? The hair is not fully grown yet.”

Regarding the mechanism of the hairy crabs sold, San Yang’s account “San Yang Network Sports Outdoor” stated in the relevant video that the price of the second unit was 0 yuan. The reduced discounts will also benefit consumers if other anchors have the ability to lower their prices.

In the early morning of September 2, Lu Wenqing, co-founder of Three Sheeps, also responded to Simba’s remarks in the live broadcast room, “Don’t bully Brother Yang or Brother Yang, I will support you during the live broadcast. What the hell, I have too many ways to know what you are doing. It’s too bullying. We really don’t make trouble. We all do business on our own platforms. We can’t do it like this. For the sake of business, there is no bottom line to attract traffic.”

On the same day, the anchor of Three Sheep, Lao K. Later, in the live broadcast, he also denied Simba's statement that "a box of hairy crabs earns 100". Lao K emphasized that Three Sheep has developed step by step relying on the efforts of the anchors, the support of fans and its own business strategies, and accused Simba of "losing his conscience."

It is worth mentioning that, according to Blue Whale News, as the hairy crab brand at the center of this controversy, Mrs. Crab was expelled from the Suzhou Yangcheng Lake Hairy Crab Association on June 6 this year.

According to the official website of the Suzhou Yangcheng Lake Hairy Crab Association, Suzhou Xifengge E-commerce Co., Ltd. has been subject to administrative penalties by the Market Supervision Administration for many times due to "short jins and short liang" and "false advertising", and seriously violated the "Suzhou Yangcheng Lake Hairy Crab Association" The provisions of the "Articles of Association of the Hairy Crab Industry Association" and the "Self-Discipline Convention of the Suzhou Yangcheng Lake Hairy Crab Industry Association" have had a very negative impact on the entire industry.

-day eye check showed that Mrs. Crab’s affiliated company is Suzhou Xifengge E-Commerce Co., Ltd. In April this year, the company was fined 110,000 yuan by the Suzhou Xiangcheng District Market Supervision and Administration Bureau for violating consumer rights protection management regulations and its affiliations.

The reason for the punishment showed that the supervisors randomly selected 2 boxes of hairy crab gift boxes for delivery on site and opened and weighed them. The net weight of the hairy crabs to be delivered by the party did not meet the specifications marked on the product gift box, and there was a "short pound" behavior.

Simba revealed more shocking news, Eric Tsang quickly "cut the seat"?

As this "war of words" continues to spread, the dispute between Simba and Brother Yang has spread from a single hairy crab incident to multiple dimensions, setting off a highly discussed Internet storm.

Subsequently, Simba responded to Lu Wenqing during the live broadcast, "As far as I know, you have just been sentenced in Dongguan, whether you were sentenced to three with a suspended sentence of four or three with a suspended sentence of one. The specific reason seems to have something to do with e-commerce. , just cheat." Simba also said that many people around him commented on Lu Wenqing simply, "Sooner or later, the three sheep will be in your hands."

According to Jiemian News, Simba also released explosive information during the live broadcast, saying that Brother Yang and others sent a girl to the Three Sheeps, "You are quite cruel. Such a good relationship person gave away a girl." Got in."

Subsequently, some netizens found out that the female anchor Simba was talking about was probably Momo, who has more than 5 million fans. According to media reports, Momo was one of the first anchors to accompany Three Sheep Up. In this regard, the Internet celebrity "Sanda Brother" with tens of millions of fans said that what Simba said is true, and Momo did go in, but he has not been sentenced yet. If he is sentenced, his parents will probably make a fuss.

Radar Finance noticed that after the conflict, Lu Wenqing’s Douyin social account was once set to private status. Tianyancha shows that Lu Wenqing currently works for a total of 4 companies, of which 2 have been canceled and 2 have been revoked. In June last year, Lu Mouqing also withdrew from the list of shareholders of Hefei Three Sheep Culture Media Co., Ltd.

However, multiple matrix delivery accounts under Three Sheep are still live broadcasting normally. On the evening of September 3, Brother Yang also gave a brief response to the recent disputes he was involved in during a live broadcast. He said, "I don't want to say anything. It's useless to argue. There are so many people under the (company)." "People, if a company is doing well, there will be no quarrels every day. Brothers, just wait and see what happens."

Momo, the female anchor of Three Sheep with more than 5 million fans, unexpectedly became the focus of attention from the outside world due to this incident. Many netizens left messages under her video asking about her recent situation and current status. According to the Douyin account homepage of "Three Sheep Momo", its last video was updated on December 3 last year. Based on this calculation, Momo’s Douyin has been suspended for 9 months.

As the war of words continues to escalate, people who were not directly involved in the incident have also become involved in the controversy. On September 4, according to Whip Niu Shi, some netizens said that Zeng Zhiwei modified the homepage information overnight and deleted the information related to the three sheep. Subsequently, the topic "Eric Tsang changed his name overnight and removed three sheep" topped the list of hot searches on Weibo.

However, Radar Finance noticed that there are currently many videos mentioning three sheep on Zeng Zhiwei’s Douyin account. On the evening of September 4, Eric Tsang posted a photo of himself and Brother Yang on Douyin, with the text "We are fine!"

Not long ago, Three Sheep Holdings (Hong Kong) Co., Ltd. just Officially opened. Tianyancha shows that Sanyang Holdings (Hong Kong) Co., Ltd. was established in July this year and is a private company limited by shares. It is reported that Brother Yang has publicly stated before that Eric Tsang is the boss of the Hong Kong branch of Three Sheep.

On the opening day, the Xiao Yang brothers, as well as celebrity guests such as Zeng Zhiwei, Chen Haomin, Zhong Zhentao, etc. attended the opening ceremony. In the live broadcast that night by Xiao Yang and Zeng Zhiwei, the number of online viewers in the live broadcast room exceeded 1.1 million, and the live broadcast sales exceeded 100 million in 3 hours.

Luo Yonghao, who recently announced his return to the social media world, also commented on Weibo about the conflict that broke out with Brother Simba Yang. Luo Yonghao said that everyone still has to look at the facts and reasoning presented by both parties. Those who jump out to take sides without looking at the facts or reason are "all brainless humanoid beasts." Luo Yonghao also added that he said it every time, not just this time for Simba and Brother Yang.

From the beginning to the end, the two major anchors became famous, and the "mentor-disciple relationship" in the past was completely broken.

Although the dispute between the two Internet celebrity giants is currently in full swing, Radar Finance found that Simba and Xiao Yang still have some things in common. of the place. They all have grassroots backgrounds, and they are both leading Internet celebrities on their respective live broadcast platforms. They also have many apprentices, and now both parties have their own companies and brands.

Public information shows that Simba was born in an ordinary farmer's family in Heilongjiang. He has also publicly called himself "the son of a farmer" many times. Simba dropped out of school early due to poor academic performance when he was young. After entering the society, Simba worked as a waiter in Harbin, went to Jinan, Shandong Province to learn excavator work, opened a fruit supermarket in Tonghe County, and even resold diapers in Japan.

And the gears of Simba’s destiny turned in 2016. This year, Simba officially settled on the Kuaishou platform and started live broadcasting. At that time, Kuaishou users were growing rapidly. By telling inspirational stories about his entrepreneurial experience and rewarding many big anchors with crazy money and gifts, Simba quickly accumulated a large number of fans and soon became a Kuaishou fan. head anchor.

Subsequently, Simba had a keen insight into the development opportunities of the live broadcast e-commerce industry. Through a series of carefully planned marketing activities, such as spending huge sums of money to invite celebrities to participate in luxury wedding live broadcasts, he not only earned enough traffic and eyeballs, but also achieved sales explosive growth. Today, Simba and his Xinxuan family dominate the Kuaishou platform’s sales list all year round.

Like Simba, Little Yang and his older brother Yang didn’t come from a wealthy family when they were young. In order to make money to support the family, their parents went out to work when they were very young. The brothers could only live with their elderly grandparents in the countryside.

In 2015, Zhang Qingyang, who was new to online social platforms, registered an account on Kuaishou called "Crazy Little Brother Yang" and became a short video creator. The early videos of "Crazy Little Brother Yang" were very complex, involving hip-hop practice, daily sharing, funny models, prank adjustments and many other contents. Until a "self-pranking" ink-explosion video came out, "Crazy Little Brother Yang" suddenly gained hundreds of thousands of fans.

In 2018, “Crazy Little Yang” moved to the Douyin platform for some reasons, but this unexpectedly became a turning point in his destiny. With the "Desperate Weekend" series of family comedy short videos, "Crazy Young Brother" has soared in popularity on Douyin, becoming the top expert on the Douyin platform. Since then, he has achieved the feat of having more than 100 million Douyin fans. .

In 2020, "Crazy Little Yang" began to test the waters of live streaming on Douyin. At first, the conversion rate of "Crazy Little Brother Yang"'s live broadcast did not match its extremely high number of fans. Slowly, with his humorous live broadcast style and innovative strategies such as "reverse delivery", "Crazy Little Yang" gradually established a foothold in the live broadcast e-commerce field and became Douyin's top delivery anchor.

Radar Finance noticed that according to a screen recording video circulating on the Internet, Simba and Brother Yang had previously had a live broadcast. At that time, Simba said during the connection that when he met Brother Yang, he was 21 or 22 years old. Brother Yang responded and said that he was not yet 20 years old at that time and had more than 1 million fans.

During the entire connection process, Brother Yang affectionately called Simba "Bago" and humbly said that the other party told him a lot of ways to play online. He always remembered, "This is my teacher." , I have only started my business for more than a year, and I have only been running a company for a year. Bago has been in business for many years, and he will always be a learning target for me."

Simba also told Brother Yang not to be polite, saying that he was lucky to have witnessed the other party graduate from college and become a ceiling-level figure. At the same time, Simba also spoke highly of Xiao Yang's talent and potential. He praised the content of his videos for being very compact and even watched his videos when he had nothing to do.

At the same time, Simba also said that he is getting old and is not as good at fighting as before. Neither he nor Brother Yang can escape the changes of the times, and more and more anchors will emerge in the future.

Interestingly, although the "war of words" between Simba and Brother Yang was extremely heated, Radar Finance found through Sky Eye Investigation that Three Sheep (Hefei) Holding Group Co., Ltd. and Simba (Xin Youzhi) are still in dispute. There are some commercial connections.

Some Internet observers believe that Simba and Xiao Yang, as leaders in the field of live broadcast e-commerce, both have a huge fan base and stable user groups. Analyzing from the perspective of commercial competition, the "war of words" between Simba and Xiao Yang is likely to be a strategic confrontation between the two parties in the fierce competition for live broadcast market resources, fan group attention and brand influence.

As market competition becomes increasingly fierce, top anchors often need to use various methods to increase or maintain their personal exposure and topic discussion, and use this to protect their e-commerce business positions. In this context, any event that can attract public attention may become an opportunity for them to compete for target users.

However, from another perspective, this "war of words" may also have a certain negative impact on the image and reputation of both parties. As the focus of public attention, the words and deeds of Internet celebrities will be infinitely magnified, and they will accept scrutiny and judgment from all walks of life. If the dispute between the two parties is too sharp, or even involves inappropriate or offensive remarks, it is very likely to arouse public dissatisfaction and disgust, thereby causing damage to the public image of both parties, and thus affecting the fan base and commercial value on which they rely for survival.