On this year’s “Double 11”, the anchors’ passionate explanations made you “excited” to place an order?
At 8 pm on October 14, Tmall’s “Double 11” started pre-sales, and Li Jiaqi’s live broadcast room took the lead in breaking 100 million, winning the first-day sales crown on Taobao’s “Double 11”.
According to a report on November 5, as of November 3, Taobao live broadcast rooms have generated 87 live broadcast rooms that have exceeded 100 million yuan. However, behind this shopping craze, frequent “rollovers” of anchors and difficulty in safeguarding rights after sales have become hidden worries among consumers.
When buying, it’s “Double 11”, and after buying, it’s “315”, the anchor frequently overturns when bringing goods.
When paying, the anchor is the most powerful god; when it comes to defending rights, the anchor is the most difficult person to find.
Previously, top anchors represented by "Crazy Little Brother Yang" were frequently involved in various controversies, ranging from "Caotou Rou" and "Fake Maotai" to being investigated for "Hong Kong Meicheng Mooncakes". Many incidents continued It has dominated the Internet public opinion hot search, triggering a storm of after-sales rights protection for consumers on live broadcast products.
In addition to Three Sheep Network, many major anchors were complained during the “Double 11” period. We combed through the merchant complaint information on Black Cat Complaints in the past 30 days and found that the names of top anchors such as "Shiitake Mushrooms" and "Simba" are at the top of the live broadcast room complaint list. Among them, the "Shiitake Mushrooms" live broadcast room created by the Sydney team has received a total of 39 complaints in the past 30 days, and at least one complaint is generated every day.
It is worth noting that when encounters after-sales problems, consumers tend to complain to merchants or platforms, while direct complaints to anchors are relatively rare. In fact, there may be more incidents of anchors having problems with delivery.
Return and refund is one of the main demands of consumers to protect their rights. Data from Consumer Protection shows that between 2022 and 2023, refund disputes, false propaganda, poor service attitude, etc. have become the main complaint issues in the entire live broadcast e-commerce industry.
Inheritance, family, master and apprentice... What is the relationship between the major anchors?
"Here Comes the Mushrooms", which has been frequently named and complained by consumers recently, is currently one of the top three live streaming rooms on Taobao. After
was blocked in the "Sydney" live broadcast room, in February 2022, the former "Sydney" deputy broadcaster Guangguang quietly launched the "Guangguang Lai" live broadcast room with the resources of the Sydney live broadcast team. Soon after, the live broadcast room was renamed "Shiitake Mushrooms Are Coming".
In addition to "Shiitake Mushrooms Are Coming", the boss "Xueli" also led the Chenfan team to incubate a series of Shiitake Mushroom matrix accounts, such as "Shiitake Mushroom Sister", "Shiitake Mushroom Brother", etc.
At the same time, Chen Fan also founded the Douyin company mcn Chusong, and cooperated with celebrity agent Yang Tianzhen in the plus-size women's clothing brand "plusmall".
Furthermore, we focused on the four delivery platforms of Taobao, Douyin, Kuaishou and Xiaohongshu, and selected 32 well-known anchors by comprehensively considering the mcn list, the sales volume and number of fans of the anchors delivering goods, and tried to use The "platform-company-anchor" chain model dismantles the current camp of anchors carrying goods.
data shows that although "Viya" and "Xueli" have withdrawn one after another, and the Taobao live broadcast room has undergone some reshuffles, countless "Xiaoweiya" and "Xiaoxueli" have come to the front.
After losing "Weiya", Qianxun copied his former associate broadcaster and model team to create Taobao live broadcast rooms such as "Bee Surprise Club", "Bee Joy Club" and "Bee Wish Club" to continue "Weiya" live broadcast resources.
The deputy broadcaster "Qi'er" who originally sat next to "Weiya" has now signed up with the new mcn agency Chuxing Media and moved to Douyin to start live streaming. However, "Qi'er" seems to have left Qianxun, but the mcn and supply chain resources behind her are still inextricably linked to Qianxun.
Sky Eye Check shows that there is a suspected information connection between Chuxing Media and Hangzhou Qianxuan and Qianxun Culture
Li Dan, who recently became Xiaohongshu’s new sales leader, also experienced an mcn job change.
At first, Li Dan signed a contract with Luo Yonghao's "Make a Friend" mcn, and under the name "Have a Colorful Birthday", he tried live streaming on Taobao and Douyin.In February of this year, Li Dan cooperated with Yang Tianzhen's "Yizhihua" mcn, and became new colleagues in the live broadcast room with Yang Tianzhen, Dong Jie, etc.
Sky Eye Check shows that the mcn organizations behind Li Dan and Dong Jie, "Yizhihua" and "One Plus One", are both affiliated to Beijing Yixin Culture Media Co., Ltd., a subsidiary of Yang Tianzhen.
Slices are popular with goods, but consumer rights protection has changed. It's even harder
Batch copying of super anchors is a new method adopted by most mcn organizations now. mcn forms a live broadcast matrix through talent incubation, continuously expands the live broadcast territory, and differentiates the risks brought by a single major anchor.
As of November 3, data from Cicada Mama shows that Three Sheep Network has incubated 7,844 experts, of which only 0.32% have more than 5 million fans, and more than half of the experts have less than 10,000 fans. The matrix of delivery experts of Three Sheep Network forms a stable pyramid structure.
However, among the more than 7,000 signed masters, probably the vast majority are sliced clones of "Brother Yang".
In the field of live broadcast slicing and delivery, "Brother Yang" is undoubtedly the number one player. live broadcast slicing and selling, as the name suggests, is to edit and cut the live broadcast content authorized by the head anchor into short videos, publish them in each video clone account, and carry out goods by mounting product links. The final sales revenue is divided by both parties. .
's live broadcast slices and products have formed a huge clone network, which is equivalent to countless big anchors carrying products at the same time, which is enough for the mcn organization to achieve several times of sales in a short period of time and easily earn a lot of money.
Among the top 1,000 Three Sheep Network contract experts listed on Cicada Mama, most of their names will have labels such as "Crazy", "Brother Xiao Yang" and "Three Sheep" to emphasize their relationship with "Xiao Yang" "Brother" to increase consumers' trust in their video accounts.
Cicada Mama data shows that in the week of September 2nd to September 8th, "Little Yang"'s own live broadcast room earned at least 120 million yuan, while the remaining 999 experts earned a total of 270 million yuan. It’s more than Brother Yang himself earns.
However, this model also brings a series of problems - who should consumers look for to "hold accountability" after they step into the trap of live streaming slicing and delivery?
It is understood that the current live broadcast slicing and delivery are also divided into "regular" and "wild". Taking Li Dan as an example, his live broadcast on Xiaohongshu is handled by Yang Tianzhen's mcn, and "make a friend" mcn has obtained the exclusive authorization for the omni-channel slicing business.
On November 6, we searched and identified 86 related accounts on the Xiaohongshu platform using "Li Dan" as the keyword. According to statistics, excluding Li Dan himself, only 42 Xiaohongshu accounts have been officially authorized to “make friends”. Although the remaining half of the accounts of
look no different from their "regular" clones in terms of their avatars and names, it is not clear whether they are authorized.
We further observed the three Xiaohongshu accounts of "Li Dan", "Dan's Commissary" and "Mr. Dan's Late Night Commissary" and found that in the account introduction, note content, small list and specific product details page, "official" and The differences between "unofficial" accounts are not significant. The only visible difference between
is that there will be a small-character logo of "Li Dan IP Slicing Authorization" on the homepage of the official slicing account.
"Li Dan", "Dan's Commissary", "Mr. Dan's Late Night Commissary" Xiaohongshu page screenshot
In response, Li Dan's slice licensor stated on August 19 that they cannot be responsible for the quality of goods purchased through unauthorized channels. , and cannot provide after-sales service because of the hidden risks. This undoubtedly makes it more difficult for consumers to safeguard their rights.
Li Dan’s Slice Authorizer’s Statement on Live Slice Delivery
Liu Tao, a partner lawyer at Beijing Huixiang Law Firm, also mentioned in a previous interview with the media that the Slice account is the first person in charge of after-sales issues of live slice videos.
As for the responsibility of the goods delivery anchor, it depends on whether they authorize the corresponding clone account: for the goods carried by the "regular" slicing account, the delivery anchor needs to bear corresponding responsibilities, while for those "wild" slicing accounts, the goods delivery anchors need to bear corresponding responsibilities. The cargo anchor does not need to take responsibility.
Source:
1. dt Business Observation - Xiaohongshu, a "super male anchor" is popular, https://mp.weixin.qq.com/s/mtzroujqwfbwku7rr0lpcq
2. Interface News - Three sheep will hatch 10,000 Anchor, why are MCNs focusing on education and training? https://baijiahao.baidu.com/s?id=1804804298028516392&wfr=spider&for=pc
3. China Consumer News - Live slicing distribution is booming! Who should consumers turn to if they fall into a trap? https://www.thepaper.cn/newsdetail_forward_25799544
4. Red Star News-Less than 2 months after the resumption of broadcast, Li Jiaqi launched a "small account", https://baijiahao.baidu.com/s?id=1750263766715107692&wfr=spider&for=pc
5. Southern Metropolis Daily - Internet celebrity Xueli received two rounds of financing in two months, and its women's clothing sales during Double 11 exceeded Uniqlo, https://finance.eastmoney.com/a/202104231897718224.html
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