Visual China.
Titanium**Note: This article** is on WeChat*** Hydrogen Consumption (ID: hqingxiaofei), author |Xiaoqing, editor |Xiao Yue, Titanium** is published with permission. Recently, Douyin's first brother "Crazy Brother Yang" was once again pushed to the center of ** because of the live broadcast with a beef roll overturned.
According to Red Star News, the beef rolls brought by "Crazy Brother Yang" were accused of being incorrect. Some consumers said that the price of the one purchased in Xiao Yang's live broadcast room was 899 yuan and 4 catties, named "original cut beef rolls", a brand of beef rolls in Hubei Province, can not taste beef, and is suspected to be synthetic meat. Subsequently, the user received a refund through after-sales.
There are also bloggers who estimate that the 4 catties sold in Xiao Yang's live broadcast room are 899 yuan beef rolls, excluding processing fees, cold chain logistics costs, brand profits, etc., without counting the cost of bringing goods pit fees and other expenses, the cost price is only about 10 yuan a catty, and the original price of domestic beef is very different.
At present, all the goods of the e-commerce company involved have been emptied. The person in charge said that the company has entrustment procedures and complete quality inspection reports, and the removed goods are due to the loss caused to the company by many people who only apply for refunds, and they have to be emptied. The beef roll manufacturer responded that it had cooperated with the e-commerce company earlier this year for steak and lamb leg products, but had not produced beef rolls for it. The market supervision department where the manufacturer is located said it is investigating.
As of press time, there is no latest progress on this matter, but it can be glimpsed that there are indeed certain problems in the selection of products in Xiao Yang's live broadcast room.
Tianyancha APP shows that the full name of Xiaoyang Zhenxuan Company is Hefei Xiaoyang Zhenxuan**Chain Management*** Founded in November 2022, this company is controlled by Three Sheep (Hefei) Holding Group ***100, the latter's major shareholder is Hefei leader Culture Media *** Zhang Qingyang and his brother Zhang Kaiyang hold 51 and 49 shares respectively, and the legal representatives of these two companies are Zhang Qingyang.
As the first brother of Douyin, Brother Xiao Yang holds the traffic of hundreds of millions of fans in his left hand and the "Xiao Yang Zhenxuan" series of products in his right hand, which can be described as both traffic and goods, but hydrogen consumption noticed that in terms of goods, many of the first-class merchants cooperated with "Xiao Yang Zhenxuan" during the year have been ordered to rectify by the Market Supervision Bureau.
Taking the products displayed in the window of Crazy Brother Yang as an example, the first and third highest sales are all products from Xiao Yang's selection, which are priced at 99 yuan household drawstring type 5 rolls of garbage bags, the price is 299 yuan meat floss cheese flavored toast bread.
Among them, the household drawstring garbage bag, which has the largest sales volume in the live broadcast room, was administratively punished by the ecological environment department last year due to environmental problems.
Tianyan check shows that Weifang Canran Plastic Products was established on April 6, 2021, and on January 5, 2022, the Changle Branch of the Weifang Ecological Environment Bureau was ordered to stop construction and fined RMB 2 for the plastic bag processing project without submitting the environmental impact assessment documents for approval in accordance with the law22.26 million yuan in penalties.
The third-best-selling "Xiao Yang Zhenxuan" meat floss cheese-flavored toast bread's foundry "Anhui Le Jin Ji", according to Tianyancha, was established on October 18, 2007 and July 17 this year.
The Feidong County Market Supervision and Administration Bureau was required to order rectification during its daily inspection, and last year, it was repeatedly ordered to rectify by relevant departments.
Coincidentally, the situation of rectification by the Market Supervision and Administration Bureau has also happened to a number of Xiaoyang Zhenxuan's top businessmen this year.
Among them, Xiao Yang Zhenxuan's hot-selling sauerkraut rice noodle foundry, Anhui Wangrenhe Rice Noodle Food, has been required by the Market Supervision and Administration Bureau to rectify many times this year. Tianyancha shows that Anhui Wang Renhe was established on October 18, 2007, and was ordered to rectify in two inspections by the Feixi County Market Supervision and Administration Bureau on June 29 and September 22, 2023.
As the "Xiaoyang Zhenxuan" Bahei Shaqima, one of the foundries, Anhui Huomiba Food*** was also required to be ordered to rectify during the daily inspection of the Changfeng County Market Supervision and Administration Bureau on October 11, 2023.
On October 27, 2023, the daily inspection of the Qianshan Market Supervision and Administration Bureau was required to order rectification, and was also required to be ordered to rectify by relevant departments last year.
* In addition to being ordered to rectify, the products brought by Brother Xiao Yang have also been questioned by professional anti-counterfeiters and punished by relevant agencies due to product quality problems, as well as consumer complaints.
For example, in November 2022, Wang Hai, a well-known anti-counterfeiter, publicly disclosed that the wall breakers and meat grinders sold in Xiao Yang's live broadcast room were all false powers, and the final goods were removed from the shelves.
In February this year, a product called "Youshang Infant Moisturizing and Soothing Special Cream" in Xiao Yang's live broadcast room was identified by the Hangzhou High-tech Zone Municipal Supervision Bureau as "containing false content in the advertisement", and the company to which the product belonged was also administratively punished. According to the details of the punishment, the product information it advertised is "rich in 5 billion probiotics" and other products that cannot provide real data**, and the relevant publicity of the products involved has been removed.
On the black cat complaint, complaints about Xiao Yang Zhenxuan's quality control are also common, some users say that the bread purchased in Xiao Yang Zhenxuan eats hair, and the customer service attitude is bad, and some users say that there is a deterioration problem in the goods purchased in Xiao Yang Zhenxuan.
*Behind the frequent rectification of businesses by relevant departments, it is Brother Xiao Yang's continuous increase in the proportion of his own brands in the live broadcast room.
For example, since December last year, the proportion of "Xiao Yang Zhenxuan" series products in Xiao Yang's live broadcast room has increased. The pricing of Xiao Yang's Zhenxuan series products is generally within 100 yuan, mainly daily necessities, including garbage bags, snacks, laundry detergent, etc., focusing on "good things, affordable", which is very similar to the tone of Xiao Yang's live broadcast room.
However, how to find the proportion of "goods" of "Xiao Yang Zhenxuan" private brand in the live broadcast room, and the balance between quality control, at present, it still needs to be better proposals from Brother Xiao Yang and even Three Sheep Group.
In addition to goods", on the live broadcast, Crazy Brother Yang has also been caught in the ** turmoil many times this year, such as Brother Xiao Yang's live broadcast room complaining about price control and inventory control, and his apprentice was included in the vulgar case of bringing goods by the China Consumers Association.
Before the "Double 11" in 2023, Brother Xiao Yang's live broadcast room was exposed to the existence of an insurance contract, "The compensation amount stipulated after the breach of the contract is 1 million yuan." ”
In November this year, in the "2023 "Double 11" Consumer Rights Protection Public Opinion Analysis Report released by the China Consumers Association, "the yellow of traffic lights" was named as a negative typical case. The reason is that when he brought YSL (Yves Saint Laurent Beauty) products, his image was sloppy and his expression was hideous. As one of the many tens of millions of talent anchors signed by Brother Xiaoyang's company, Three Sheep Network, the "Yellow of Traffic Light" Douyin fans are 92860,000, which is also one of Brother Yang's five disciples, and the other four apprentices, Boss Qi, Brother Zui, Qiao Mei, and Zhuo Shilin, have all contributed huge sales to the three sheep.
This can be confirmed from the data of the cicada mother, the data shows that from July to September this year, the three sheep have been at the top of the MCN agency delivery list for three consecutive months. In September alone, the seven bosses of the anchor brought more than 100 million yuan of GMC, in addition, the anchor Brother Zui and the yellow and green light of the yellow belt goods reached more than 50 million yuan and more than 25 million yuan respectively.
However, the other side of the hot money is the controversy caused by Brother Xiao Yang and his apprentices during the live broadcast. But perhaps these controversies are also related to the style of the "Crazy Brother Yang" live broadcast room, after all, Brother Xiao Yang's outing, in the early stage, largely depends on the exaggerated and funny style, and the unique live broadcast style and anchor personality created are just with the surge in fans, the expansion of influence, and the expansion of the business territory, when Brother Xiao Yang stands in the spotlight as "Douyin First Brother", how to grasp the "exaggerated funny" and "vulgar" has also become a test of the risk control ability of the anchor and the team.
For example, when Brother Xiao Yang's apprentice Xiao Huang brought goods to YSL, "live" made brand users feel uncomfortable, which is one of the cases.
In this turmoil, many netizens complained, "The 500 yuan product was sold for 9."9 Stalls". Although the live broadcast was not a direct cooperation between YSL and Xiaohuang, but a cooperation with Maoye Department Store, it still failed to stop a debate about traffic and brand image.
In this live broadcast of YSL with Xiaohuang, according to relevant data, 750-1000 YSL air cushions were sold in the whole live broadcast, with sales between 50W-75W, ranking fifteenth among all live broadcast product sales. This also shows from the side that the audience of the anchor's live broadcast room is quite different from the user group that high-end shopping malls and even international brands want to attract.
In fact, the controversy over YSL is also due to the slowdown in the growth of international brands in recent years, and they have turned to the live broadcast room, not only wanting to make money, but also wanting to build brand tonality, but often backfire.
For example, in October, when Simba, the head anchor of Kuaishou, brought a mattress to the international brand Mousse, it was dissatisfied by Mousse dealers because the sales were too low.
The dealer's dissatisfaction lies in the fact that the same mousse mattress in Simba's live broadcast room - "Mousse leather bed simple and modern high-end master bedroom bed light luxury big black cow leather soft bed wedding bed", the price of the live broadcast room is 4980 yuan per set, and a five-zone black gold mattress and golden sister-in-law wok, **far lower than offline stores**, the impact on the dealer's performance is self-evident.
Although there were also Mousse consumers at that time who said that the price reduction lowered the high-end tonality of the brand, it should be noted that at least from the perspective of transaction volume, Simba's ability to bring goods is still "very capable", according to Simba, Mousse's live broadcast brought it more than 1 billion yuan in sales in only two hours.
But even so, Simba's cooperation with Mousse did not end well. According to the previous ** report, the Mousse brand said that due to the impact on offline sales, it suddenly asked to terminate the cooperation and remove another mattress that Simba was originally scheduled to bring off the shelves.
Subsequently, Simba said that the manufacturer's concession this time was too large, which caused dissatisfaction among offline dealers, and it was possible that they did not want to cooperate and did not want to perform the contract.
Mousse further followed up and responded, and what was sold in Simba's live broadcast room was a special e-commerce customized product, and this time it was a price reduction specifically with Simba's live broadcast customization**, which is the only one.
Although the two sides insist on their own words, the final result is that the mattress with the original price of 13,800 yuan that was beaten down by Simba has returned to the original price again, and the "black gold" mattress that was matched with the previous soft bed was directly removed from the shelves.
There is actually a precedent for big brands to choose Internet celebrities or spokespersons, resulting in a backlash in brand image. For example, the famous luxury car brand Rolls-Royce caused controversy among netizens because of inviting Internet celebrities to endorse and promote Lin Han and his wife, and many netizens said, "The people invited are too cheap." "I'm a Rolls-Royce owner, please be late and instantly lower the style of my Cullinan BB version. ”
Even Wang Sicong left a message saying "It's too low, I won't buy it". Under pressure, Rolls-Royce then removed the endorsement from the shelves.
For international brands seeking "integration of quality and efficiency", how to select the top anchor and build it into a high-quality channel requires more careful selection and continuous thinking.
For the platform, the end game of live streaming is to develop its own e-commerce business. For the head anchors with huge traffic, the end point of live streaming is to build their own ** chain and develop their own brands.
The early phenomenal anchor Li Ziqi's self-operated brand is now spread all over online e-commerce platforms such as **, Douyin, Kuaishou, etc., and supermarkets and convenience stores, such as Freshippo, Century Lianhua, FamilyMart, etc., have also been laid.
Another example is Dongfang Selection, which has been hotly discussed recently, according to its financial report, Dongfang Selection's self-operated products have become the majority of its revenue. In fiscal year 2023, the revenue of Dongfang Selection's self-operated products will exceed 2.6 billion yuan, accounting for about 66% of the total revenue of the live broadcast e-commerce segment6%。
What can be glimpsed is that the crazy little brother Yang, who is now the top of Douyin, has long been ambitious beyond helping brands bring goods. Tianyancha shows that at present, there are more than 30 enterprises under the Three Sheep Group, including Anhui Three Sheep Chain Service, Hefei Three Sheep Culture Media, Hefei Three Sheep Agricultural Science and Technology, etc., involving science and technology, media, e-commerce, investment, tourism, education, etc.
Previously, Du Gang, CEO of Three Sheep, mentioned in an interview that now they put Xiao Yang Zhenxuan in a very high position. "Live streaming can't be done for decades, but brands have a life cycle and can live for a long time. ”
According to public reports, since the official launch of the "Xiao Yang Zhenxuan" Douyin account and store in January 2023, its sales have soared to more than 19 million pieces. Recently, Xiaoyang Zhenxuan's first offline supermarket will open soon. There are rumors that it will adopt a split cooperation model to expand more stores, but Three Sheep has denied that it will adopt a franchise model.
From the perspective of the industry, the first step to do your own brand is to generally choose to build your own chain. Through the self-built ** chain, it can go deep into all aspects of production, and continuously improve the product through the feedback of users in the live broadcast room, and flexibly grasp the product quality and quality control, but the investment cost is relatively high, and it takes a certain amount of time to continuously iterate and optimize, and in this process, it is inevitable that there will be problems with quality control.
Of course, there are also MCN institutions that retreat to the next best thing to achieve control of "goods" in a lighter way, such as investing in or acquiring mature external brands to form new brand products. Among them, making a friend is a good sample.
In August 2021, Make a friend incubated and invested in the revival of the footwear and clothing brand "Reload". It is reported that "reloading" is not the only brand to make friends, there are already five or six brands under their own brand business, namely home furnishing category, ** category, watch category, etc.
It can be seen that while improving the free brand ** chain, Crazy Brother Yang is also trying a similar way to "control goods". For example, in August this year, Crazy Brother Yang and the listed company OPCOM set up a joint venture, planning to jointly incubate the contact lens brand "Mengshiqing".
It is also worth noting that the business tentacles of the three sheep may have extended to cross-border business.
In April this year, Crazy Brother Yang revealed in his live broadcast room that Three Sheep Network was preparing to lay out TikTok e-commerce, hoping to earn money from foreigners.
Previously, when referring to cross-border business, Du Gang also said that through the analysis of a large amount of data, it was found that the content of Three Sheep was welcomed by many foreign users who understand Chinese and Chinese culture on TikTok, and some fake accounts have even accumulated millions of fans. "This means that we can understand each other in terms of content, and it is relatively easy to convert. ”
At present, the development territory of the live broadcast e-commerce of Three Sheep is gradually expanding, but there will be more problems waiting for Brother Yang on the road ahead.