Text | Classmate Tang Chen was hit hard one after another, but Brother Yang chose to evade the important and take the easy. This is very fatal. This round of turmoil started in Simba. Because of the price mechanism of a certain brand of hairy crab cards in the live broadcast room

| Tang Chen’s classmate

was hit hard one after another, but Brother Yang chose to avoid the important and take the easy. This is very fatal.

This round of turmoil started in Simba. Because of the price mechanism of a certain brand of hairy crab cards in the live broadcast room, on August 31, Kuaishou’s first brother, who has always been “outspoken and outspoken”, targeted the crazy little guy of Douyin’s big boss. Brother Yang.

He fired at Brother Yang like a big-character poster: "Your sales and anything else can't beat me... You don't have any attitude towards quality inspection, after-sales, or compensation. All that's left is speculation."

It is possible that from "Collapse of Houses" "Towards a "collapse"

In this regard, the first person to take over was not Brother Yang, but his entrepreneurial partner and co-founder of Three Sheep Lu Wenqing responded during the interval between live broadcasts. Simba keenly grasped this tone, "hairy crabs, walk backwards", chasing and blasting the three sheep's black materials, focused on several core controversial points:

No. 1, Lu Wenqing has been accused of e-commerce in the past "Fake orders" have been sentenced; secondly, there have been many product quality problems in Xiao Yang's live broadcast room in the past, including Maotai liquor, Sanwu hair dryers, inferior kitchen knives, and the bad meat and vegetables buckles exposed at the CCTV 315 party meat, etc., but no compensation was paid to consumers; thirdly, a female anchor originally owned by Three Sheep "had an affair with a senior executive", but was "sent in" by Xiao Yang and Lu Wenqing.

Any one of these messages can detonate traffic. The keywords gathered together can make people’s emotions reach several climaxes: consumer rights protection, anti-counterfeiting, food safety, Xiao Yang’s cheating, and the disappearance of female Internet celebrities. ”, house collapse, etc. In particular, the gossip about cheating on a female internet celebrity with millions of fans and teaming up to send her in was a fatal blow to Brother Yang's "husband and wife" persona.

Although there is no official information to confirm Simba’s statement, the female internet celebrity has indeed not appeared in public for more than half a year. As the relevant short video clips were widely interpreted, the whole incident became more and more popular. Simba also took advantage of the trend to stand on the commanding heights of public opinion.

On September 4, Lu Wenqing issued an apology statement, admitting that he had "taken a detour", but clarified his personal relationship with the female anchor. However, he did not respond directly to the issue of compensation for products sold in the live broadcast room. Instead, he used the judgment opinions of "relevant departments" as justification, "Our company has not received any punishment from relevant departments for this incident."

Simba still seized on the "loopholes" in Lu Wenqing's response, clearly pointing out that Lu Wenqing was "quibbling" and "misleading consumers", and also used "real-name reporting", "there are people behind it" and "how tough people are" , "local protection" and other terms to fight back. is very precise in teasing the emotions of ordinary people.

In fact, the relevant departments in Hefei did only mention Zaotourou in their response, saying that Three Sheep only acted as an "advertiser" in the Zaotourou sales incident and could not be punished as a "seller" for selling problematic products. .

According to this statement, Lu Wenqing’s response has no problem in fact and “legal principle”. But he ignored that for live streaming, in addition to low price, the key factor in consumers' purchasing decisions is trust.

live broadcast room users do not care too much about whether it is "legally" compliant, they only care about whether the anchor is deceiving "family members". Brother Yang has already lost this trust-oriented "reason" battle, and the local "relevant departments" seem to have been unhelpful.

The night when Lu Wenqing responded, Simba offered the real "killer" of this round of fighting. He shouted that he would give Brother Yang a week. If he "still doesn't have an attitude towards consumers", Simba would pay 100 million out of his own pocket. Yuan paid compensation to consumers on behalf of Xiao Yang. This trick of

made Luo Yonghao, a veteran in the world, say "admire". He said, "This move is really powerful. I have to learn it. I feel like the opponent can't accept it no matter what." On September 7, nearly a week after the

incident, Xiao Yang finally showed up. He did not accept Simba head-on. "Compensation on behalf of" did not directly respond to whether to compensate consumers, nor did it reply. Instead, it played the emotional card and cried in the live broadcast room, "Please rest assured, brothers, if there is any problem, we will be responsible to the end.Brothers, you can scold me if you really want to, but please don't scold my colleagues. "

But Brother Yang wiped his tears while shouting "123, link up." Judging from the sales situation of the live broadcast room alone, this trick worked well. The data showed that during the live broadcast that night, the live broadcast room of Crazy Brother Yang welcomed More than 50 million viewers came, and more than 500,000 items were sold. The total GMV exceeded 100 million yuan. Soon, the "one-week appointment" arrived, but Brother Yang still did not give a positive response to the compensation. But 9 On the evening of March 11, Simba’s Kuaishou live broadcast room was blocked. The official did not give a time limit or explanation for the ban. However, Simba still fulfilled his promise to the outside world. Many netizens posted screenshots in the comment area to express their acceptance. When it comes to Xinxuan Group’s payment.

In Tang Chen’s view, If Simba starts a war between Douyin and Kuaishou’s top anchors because of the price mechanism of hairy crabs, neither platform would have expected this time. Being banned again may be due to a tacit understanding reached by all parties, and Kuaishou also intends to use this to "protect" Simba. After all, this incident has caused a stir in the city, and even affected other anchors such as Luo Yonghao to open a copy. " He shouted to Yu Minhong, saying that he had sold a series of problematic foods such as 3.15 trough meat, tiq prune juice, fake wild Ecuadorian white shrimp, etc., and suggested that he take the initiative to refund all problematic products in the history of Oriental Selection. Pay three, otherwise "you will have to pay back sooner or later".

If the situation is allowed to continue, the head anchor of the entire live broadcast will really be like the northwest of Shanxi: the pair of Douyin and Kuaishou are in chaos. This is not a good thing for the two major content e-commerce platforms. It can also be understood that Xiao Yang’s problem needs to be solved, but the parties are no longer able to accept Simba’s handling method.

Both parties raised the issue. People were "removed" first, but Brother Yang's problem is obviously continuing to amplify. For example, the Meicheng mooncakes and the controversial Moutai incident are causing new waves, and both are on the hot search terms. Meicheng Mooncake Incident#, the latter hot topic is that 72 bottles of Moutai sold by Three Sheep do not meet the characteristics of genuine products.

Before the gourd was pressed, a bigger thunder had already ignited the "accident" on Xiao Yang's side. "The ground was helpless and fell into a state of being exhausted. What is even more paradoxical is that Xiao Yang and Three Sheep still did not respond directly to these questions and allowed all kinds of news to spread. In just half a month, Xiao Yang The foundation that I have laid in the past few years has been significantly shaken. According to media statistics, Xiao Yang has lost more than 660,000 followers in the past 7 days, and has lost more than 1.3 million followers in the past 30 days. However, the problem of losing followers may be solved through public relations means. , are not the most deadly. What's even more fatal is that Brother Yang's selective "silence" is already pushing his fate from "collapse of house" to "collapse of house." More people began to worry, will Brother Yang collapse because of this? At present, even if it will not be completely abandoned, Brother Yang may really choose to withdraw from the Internet.

If he really quit the Internet last year, would he be another Wei Ya?

In fact, Brother Yang publicly stated that he was considering quitting the Internet many times last year, that is, in 2023. For example, in August last year, Crazy Little Yang had a lot of troubles during a live broadcast, saying that he was under tremendous pressure and even had the idea of ​​quitting the live broadcast;

At the end of October of the same year, on the eve of the "Double 11" war, Crazy Little Yang again During the live broadcast, he asked his apprentice "Yellow of the Traffic Light": "If I announce my withdrawal from the Internet, will you support me?" At the same time, he said in the live broadcast room that he will reduce the number of live broadcasts in the future and leave opportunities to others.

However, after the incident, Crazy Young Brother refuted the rumors of "wanting to withdraw from the Internet". He said, "Our dream is to start e-commerce in Hefei and serve its talents, anchors, brands and fans well." If his response is not speculation to gain traffic, the deeper consideration is to get rid of the internet celebrity label and work towards becoming a young entrepreneur.

Three Sheep’s many subsequent actions also confirmed this: on the one hand, Brother Yang reduced the frequency of live broadcasts and signed more top experts.For example, in 2023 alone, Sanyang has signed 28 well-known talents such as Zui Ge, Qiao Mei, Zhuo Shilin, Chen Yili, and Sanqian Shuobiao. As of now, Sanyang has 2,477 accounts, covering 388 million fans, including 14 master accounts with more than 5 million fans.

On the other hand, Three Sheep began to produce short plays, hold concerts, organize electronic music festivals, and plan overseas business. These don’t seem like things that e-commerce live broadcast mcn should do. Brother Xiao Yang claimed that he would devote more energy to the operation and management of the company, and he also had a business to rely on.

In May of this year, Three Sheep CEO Du Gang said in an interview with the media that Brother Yang is now mainly responsible for the company’s live broadcast, talent and content affairs. At the same time, reducing dependence on the IP of "Crazy Little Brother Yang" has been reflected in the execution results. In the future, Three Sheep will control the revenue share directly brought by Xiao Yang within 20%.

According to his logic, Three Sheep will not be untied from the IP of "Crazy Little Brother Yang". Because MCNs with well-known IPs should increase their investment in head IPs. Only in this way can the company grow exponentially. He also emphasized that at Three Sheep, the relationship between "Brother Yang" and the organization is a "community of destiny" - all businesses of Three Sheep are dependent on Brother Yang's influence; but at the same time, Brother Xiao Yang As the founder of the company, there is no problem of "removing IP".

From the perspective of Three Sheep Company, if Brother Yang wants to withdraw from the network, he cannot. No anchor has the ability or the signs to fill the "traffic vacuum" left by the two brothers' retirement. But from the moment they tentatively said they were quitting the Internet, the two brothers, Xiao Yang, might be really tired.

also lamented in the live broadcast room: "Don't think about being an Internet celebrity, don't aim at being an Internet celebrity. Being an Internet celebrity is not a very glorious profession, it is very tiring and humble." This was complained by many netizens as " Versailles". At that time, Tang Chen suggested that Brother Yang "needs to take more practical actions to speed up the withdrawal from the Internet."

took a step back and made an assumption. If Brother Yang really quit the Internet at the peak of last year and concentrated on company management, he would most likely avoid the difficult troubles he is currently encountering and might even become the next Wei. Ya.

Simba also reprimanded Brother Yang for imitating his business model, but their paths are very similar to Wei Ya's, and can even be said to be the same model. In the more than three years since Wei Ya retired from the Internet, she has truly found a new way for them based on live streaming to bring goods.

In December 2021, due to tax issues, Wei Ya was required to pay taxes, add late fees and fines in accordance with the law, totaling 1.341 billion yuan. Immediately, Wei Ya was banned from the entire network, and her personal sales career came to an abrupt end. She began to withdraw from the Internet and go behind the scenes to operate a larger business landscape, and her background as a "young entrepreneur" became more pure.

Currently, Wei Ya has shown signs of unblocking and gradually appeared in activities with official background. But she no longer needs to consider whether she wants to return to the live broadcast room.

On the one hand, Wei Ya is not at the front desk of live streaming, but it is still one of the most important aspects of live streaming e-commerce. Qianxun Culture, which she and her husband Dong Haifeng actually control, is also the leading company in live streaming.

For example, her assistant Qi'er moved to Douyin alone, and her current number of fans on Douyin has exceeded 7 million. According to Feigua data, during this year’s June 18th promotion, Qier’s first live broadcast generated sales of 12.923 million yuan.

In addition, the three supporting matrix accounts of "Bee Surprise Club", "Bee Joy Club" and "Bee Wish Club" have also grown into Taobao Live's top-level live broadcast rooms.

Today, Qianxun Culture's business covers all aspects of live broadcast e-commerce, including live broadcast services, digital intelligence supply chain, global marketing, brand incubation, IP commercialization, talent training, AI digital people, live broadcast overseas, etc.

On the other hand, in addition to live broadcast e-commerce, Qianxun Culture has also made gains in the investment circle. For example, in January 2022, Qianxun invested 168 million yuan in Juzi Bio. In November of that year, Juzi Biotech was officially listed on the main board of the Hong Kong Stock Exchange, becoming the “first recombinant collagen stock”.

For another example, in May 2023, Guangdong Delma Technology Co., Ltd. officially landed on the GEM of the Shenzhen Stock Exchange, with a total market value of 6.762 billion yuan on the first day of listing. As early as 2020, Dong Haifeng had invested 150 million yuan to become a shareholder of Delma. These two listed companies used to be Qianxun's cooperative customers, and Viya connected a larger business territory through live broadcast business.

Since this year, Qianxun, like Three Sheep, has set his sights on the popular short drama track. Wei Ya has established a special production company and will launch three short dramas: "Substitute Boyfriend", "My Nanny Is Here", and "Don't Fall in Love with Your Brother". Dong Haifeng appears in the list of producers.

For Weiya, in the environment where the top anchors are having a hard time, she feels a bit like "losing something, gaining something".

Brother Yang is currently in a difficult situation. When he sheds tears "in grievance", he may be envious of Wei Ya: the knife of his peers hurts; the aura of the Internet celebrity is very tiring; and The reputation of an entrepreneur seems to go a long way, and he has been working hard for this.

But at the same time, Brother Yang's silence, or in other words, if Brother Yang quits the Internet due to a "landfall", he will also leave another question to the outside world: How can Internet celebrities become a real Internet celebrity? entrepreneur?

Reference materials:

• Poisonous Eyes, "Little Brother Yang vs Simba, on the way downhill, Wu Wen Yi Ge"
• Spiral Laboratory, "Weiya returns to the stage, her mind is no longer in the live broadcast room"
• Tang Chen, "Little Brother" Brother Yang advises everyone not to make a fortune, I advise Brother Yang to quit the Internet quickly"
• interface news, "Exclusive interview with Three Sheep CEO Du Gang: "Brother Yang" quitting the Internet is a rumor, and the short play is just a new content attempt"