Text/Xiong Zhi An official notice from Hefei brought a periodic end to the negative turmoil that had lasted for several days for Three Sheep Company. Next, Sanyang Company will be fined 68.9491 million yuan, suspend operations and make rectifications within a time limit. Douyin a

Text/Xiong Zhi

An official notice from Hefei brought an end to the negative turmoil that had lasted for several days for Three Sheep Company. Next, Sanyang Company will be fined 68.9491 million yuan, suspend operations and make rectifications within a time limit. Douyin announced that it has suspended the broadcast of Three Sheep’s accounts starting from September 21.

Compared with the revenue scale of Three Sheep, the fine of 68.9491 million yuan is almost painless - in 2023, its live broadcast product output value will exceed 30 billion yuan, its operating service income will reach 1.5 billion yuan, and its tax payment will exceed 4.5 billion yuan. billion.

But the real loss lies beyond the numbers.

The public opinion storm faced by Crazy Little Brother Yang lasted for several days. It was not a simple overturn of goods, but a systematic collapse of business operations. From the vicious competition with Simba, to being punished for false propaganda, the AI ​​recording scandal, and the rumors of "sending female employees to jail", the facts are becoming increasingly clear that top anchors are unable to control the overwhelming traffic.

After the rectification, Crazy Little Brother Yang can still be replayed, but the era of barbaric growth of top anchors is finally over.

1

When the building is about to collapse, looking back at the business empire of Crazy Little Yang, we can find that the rise and fall of the business world is unpredictable, and its rapid rise is just like a flash in the pan, gorgeous and short-lived.

Crazy Little Yang is a fan of left-behind children. He started creating short videos in 2015, and started selling goods on Douyin live broadcast in 2020. Although the Three Sheep Company behind it has a revenue scale of tens of billions, its establishment history is only a few years old. Just three years.

The popularity of Crazy Little Yang is due to personal struggles, but it is also inseparable from the historical process of the popularity of live streaming.

data shows that the scale of live broadcast e-commerce transactions will reach 4.9168 billion yuan in 2023, a year-on-year increase of 40.48%. Crazy little Brother Yang, who stepped on the wind blower, like other top anchors, has become the lucky one of the times, and his wealth has grown rapidly like a snowball.

In this turmoil, some media criticized Hefei officials for "not protecting the calf" due to the frequent overturns of crazy little Yang. This is of course not groundless - in 2022 and 2023, three sheep contributed about 700 million to the local area. of taxes.

After the tax effect like a cash cow, the local chief official once inspected the three sheep; the three sheep who bought a house with 100 million to build a Hefei landmark are not only the first batch of headquarter enterprises in Hefei City and outstanding private enterprises in Anhui Province, but also bring Hefei Here comes the label of "E-commerce Capital".

In just a few years, a tens of billions-level private enterprise has emerged. The Three Sheep brand has demonstrated extraordinary expansion power with its astonishing performance growth rate.

It is precisely this explosive growth that marks its business empire as rapidly maturing, making it appear extremely fragile and unstable.

The reliance on a single head anchor has exacerbated the instability of the foundation. Even if local governments provide support and protection based on taxation and employment considerations, the risk cannot be completely resolved.

In the ever-changing industry of live streaming, overnight popularity may be accidental, But without a sound business strategy and risk management, overturning is inevitable to some extent.

2

From this year’s 315 Chaotou Pork to Hong Kong Meicheng mooncakes, crazy little Yang Ge’s live broadcast has frequently caused accidents. In the fierce business war, Simba’s bombardment has pushed the three sheep into public opinion. of abyss.

data shows that Crazy Little Yang has lost 3 million followers. After this battle, Crazy Little Yang’s reputation has been damaged, and the myth of Three Sheep’s live streaming will be shattered.

Looking around the past few years since the live streaming e-commerce industry exploded, it has become commonplace for top anchors to fall down one after another in accidents. In order to avoid industry risks, top anchors who were once famous have chosen to keep a low profile and quit.

After Li Jiaqi caused controversy with her eyebrow pencil, she not only reduced the frequency of live broadcasts, but also participated in the popular variety show "Brother Overcoming Troubles 4", breaking into the entertainment industry.

Wei Ya, the former top sister in the live broadcasting industry, was heavily fined after the tax evasion incident. Now she has quietly transformed behind the scenes and focused on the operation and management of Qianxun.

Simba, who was fighting head-on with Crazy Young Brother, has now curbed his edge due to the Bird's Nest incident and the fierce conflict with the Kuaishou platform.

Even Dong Yuhui with a positive image, after leaving Oriental Selection to set up his own business, became the boss of "Walking with Hui", and he lost some of the talk of being visible at the front desk.

With the punishment of crazy little Yang Ge, a signal has become increasingly clear - Top anchors are retreating and saying goodbye to their barbaric growth. We are ushering in an era of live broadcast e-commerce without super top anchors.

This is due to the business logic of the platform, and it is also the inevitable result of the standardization of live streaming.

First of all, from the perspective of the platform, whether it is Douyin or Kuaishou, they are probably becoming more and more alert to the fact that 's over-indulgence and protection of super-head anchors is a dangerous "culprit."

Super anchors have a huge fan base, traffic resources, and even the ability to compete with the platform, which in itself will weaken the platform's own business control capabilities.

The live broadcast platform began to support self-playing of store broadcasts, promote the decentralization of in traffic distribution, and reduce the influence and power of super anchors. This is an intuitive epitome.

On the other hand, live streaming is a business full of risks and variables, and the dominance of a super anchor will be deeply bound to the reputation of the platform, and every move will be magnified and interpreted.

As shown by the incident of Crazy Little Yang, the negative crisis of Three Sheep has directly affected the Douyin platform, causing damage to consumers' trust, which is also a major blow to the platform's image.

Next, the live broadcast platform may need to lower the tolerance threshold and increase the cost of making mistakes.

Secondly, many of the top anchors like Crazy Little Yang come from grassroots backgrounds. Amateurs with low academic qualifications and lack of management experience, in just a few years, counterattacked and became the helmsmen of tens of billions of business empires. They were pushed to a position that was not their original height due to the fierce era.

Today’s little brother Yang will definitely regret his expansion move of spending 100 million to buy a house. When wealth is pouring in from all directions and growing personal ambition, if you lack the knowledge and ability to control wealth, it is only a matter of time before something goes wrong.

is called, if you come out to mess around, you always have to pay it back.

Moreover, although live streaming has become increasingly popular, the controversy over its legality has never been completely resolved.

In the message area of ​​the platform, we often see comments with a sense of superiority, "Is there anyone like me who has never bought anything from the anchor?"

In this context, since it has become the norm to become popular overnight, it is not surprising that the business empire supported by top anchors has gone from rapid growth to rapid decay.

From Li Jiaqi, Weiya, to Crazy Little Brother Yang, the overturning of top anchors has become the norm, which just illustrates one point again:

People cannot earn and retain wealth beyond their cognition. Wealth beyond control must be returned sooner or later.

Text/Xiong Zhi

An official notice from Hefei brought an end to the negative turmoil that had lasted for several days for Three Sheep Company. Next, Sanyang Company will be fined 68.9491 million yuan, suspend operations and make rectifications within a time limit. Douyin announced that it has suspended the broadcast of Three Sheep’s accounts starting from September 21.

Compared with the revenue scale of Three Sheep, the fine of 68.9491 million yuan is almost painless - in 2023, its live broadcast product output value will exceed 30 billion yuan, its operating service income will reach 1.5 billion yuan, and its tax payment will exceed 4.5 billion yuan. billion.

But the real loss lies beyond the numbers.

The public opinion storm faced by Crazy Little Brother Yang lasted for several days. It was not a simple overturn of goods, but a systematic collapse of business operations. From the vicious competition with Simba, to being punished for false propaganda, the AI ​​recording scandal, and the rumors of "sending female employees to jail", the facts are becoming increasingly clear that top anchors are unable to control the overwhelming traffic.

After the rectification, Crazy Little Brother Yang can still be replayed, but the era of barbaric growth of top anchors is finally over.

1

When the building is about to collapse, looking back at the business empire of Crazy Little Yang, we can find that the rise and fall of the business world is unpredictable, and its rapid rise is just like a flash in the pan, gorgeous and short-lived.

Crazy Little Yang is a fan of left-behind children. He started creating short videos in 2015, and started selling goods on Douyin live broadcast in 2020. Although the Three Sheep Company behind it has a revenue scale of tens of billions, its establishment history is only a few years old. Just three years.

The popularity of Crazy Little Yang is due to personal struggles, but it is also inseparable from the historical process of the popularity of live streaming.

data shows that the scale of live broadcast e-commerce transactions will reach 4.9168 billion yuan in 2023, a year-on-year increase of 40.48%. Crazy little Brother Yang, who stepped on the wind blower, like other top anchors, has become the lucky one of the times, and his wealth has grown rapidly like a snowball.

In this turmoil, some media criticized Hefei officials for "not protecting the calf" due to the frequent overturns of crazy little Yang. This is of course not groundless - in 2022 and 2023, three sheep contributed about 700 million to the local area. of taxes.

After the tax effect like a cash cow, the local chief official once inspected the three sheep; the three sheep who bought a house with 100 million to build a Hefei landmark are not only the first batch of headquarter enterprises in Hefei City and outstanding private enterprises in Anhui Province, but also bring Hefei Here comes the label of "E-commerce Capital".

In just a few years, a tens of billions-level private enterprise has emerged. The Three Sheep brand has demonstrated extraordinary expansion power with its astonishing performance growth rate.

It is precisely this explosive growth that marks its business empire as rapidly maturing, making it appear extremely fragile and unstable.

The reliance on a single head anchor has exacerbated the instability of the foundation. Even if local governments provide support and protection based on taxation and employment considerations, the risk cannot be completely resolved.

In the ever-changing industry of live streaming, overnight popularity may be accidental, But without a sound business strategy and risk management, overturning is inevitable to some extent.

2

From this year’s 315 Chaotou Pork to Hong Kong Meicheng mooncakes, crazy little Yang Ge’s live broadcast has frequently caused accidents. In the fierce business war, Simba’s bombardment has pushed the three sheep into public opinion. of abyss.

data shows that Crazy Little Yang has lost 3 million followers. After this battle, Crazy Little Yang’s reputation has been damaged, and the myth of Three Sheep’s live streaming will be shattered.

Looking around the past few years since the live streaming e-commerce industry exploded, it has become commonplace for top anchors to fall down one after another in accidents. In order to avoid industry risks, top anchors who were once famous have chosen to keep a low profile and quit.

After Li Jiaqi caused controversy with her eyebrow pencil, she not only reduced the frequency of live broadcasts, but also participated in the popular variety show "Brother Overcoming Troubles 4", breaking into the entertainment industry.

Wei Ya, the former top sister in the live broadcasting industry, was heavily fined after the tax evasion incident. Now she has quietly transformed behind the scenes and focused on the operation and management of Qianxun.

Simba, who was fighting head-on with Crazy Young Brother, has now curbed his edge due to the Bird's Nest incident and the fierce conflict with the Kuaishou platform.

Even Dong Yuhui with a positive image, after leaving Oriental Selection to set up his own business, became the boss of "Walking with Hui", and he lost some of the talk of being visible at the front desk.

With the punishment of crazy little Yang Ge, a signal has become increasingly clear - Top anchors are retreating and saying goodbye to their barbaric growth. We are ushering in an era of live broadcast e-commerce without super top anchors.

This is due to the business logic of the platform, and it is also the inevitable result of the standardization of live streaming.

First of all, from the perspective of the platform, whether it is Douyin or Kuaishou, they are probably becoming more and more alert to the fact that 's over-indulgence and protection of super-head anchors is a dangerous "culprit."

Super anchors have a huge fan base, traffic resources, and even the ability to compete with the platform, which in itself will weaken the platform's own business control capabilities.

The live broadcast platform began to support self-playing of store broadcasts, promote the decentralization of in traffic distribution, and reduce the influence and power of super anchors. This is an intuitive epitome.

On the other hand, live streaming is a business full of risks and variables, and the dominance of a super anchor will be deeply bound to the reputation of the platform, and every move will be magnified and interpreted.

As shown by the incident of Crazy Little Yang, the negative crisis of Three Sheep has directly affected the Douyin platform, causing damage to consumers' trust, which is also a major blow to the platform's image.

Next, the live broadcast platform may need to lower the tolerance threshold and increase the cost of making mistakes.

Secondly, many of the top anchors like Crazy Little Yang come from grassroots backgrounds. Amateurs with low academic qualifications and lack of management experience, in just a few years, counterattacked and became the helmsmen of tens of billions of business empires. They were pushed to a position that was not their original height due to the fierce era.

Today’s little brother Yang will definitely regret his expansion move of spending 100 million to buy a house. When wealth is pouring in from all directions and growing personal ambition, if you lack the knowledge and ability to control wealth, it is only a matter of time before something goes wrong.

is called, if you come out to mess around, you always have to pay it back.

Moreover, although live streaming has become increasingly popular, the controversy over its legality has never been completely resolved.

In the message area of ​​the platform, we often see comments with a sense of superiority, "Is there anyone like me who has never bought anything from the anchor?"

In this context, since it has become the norm to become popular overnight, it is not surprising that the business empire supported by top anchors has gone from rapid growth to rapid decay.

From Li Jiaqi, Weiya, to Crazy Little Brother Yang, the overturning of top anchors has become the norm, which just illustrates one point again:

People cannot earn and retain wealth beyond their cognition. Wealth beyond control must be returned sooner or later.