Brother Xiao Yang was named by the central media again
Since the apprentice was named by the China Consumers Association, Brother Xiao Yang has recently fallen into the ** turmoil again, and this time he was named by the central media.
Brother Xiao Yang recently brought a fat beef roll product of a certain brand in the live broadcast room, claiming that it was Australian original cut grain feed, 899 yuan and 4 catties, which was questioned by netizens as synthetic meat, and there was a suspicion that the goods were not right.
Source: Screenshot from Weibo.
Many fans questioned that it was too cheap at the live broadcast, but it was like a synthetic beef. In addition, when other anchors were bringing the fat beef roll, some netizens found that the raw material description showed "beef cubes". In the face of doubts, Brother Xiao Yang said that there is no splicing, no water injection, no pickling, zero addition, and no synthesis.
It is understood that the original cut beef refers to the original cutting without any additives, without water injection, no marinating, and no bondingSynthetic beef is often referred to as spliced beef, which is made of various ground beef using carrageenan or other additives as a binder, and is processed and pressed into shape.
A blogger revealed: An 89 yuan 4 pounds of beef rolls to find an anchor of Xiao Yang's size to bring goods, assuming a single commission of 15 yuan, the brand earns 10 yuan for a single order, and then deducts 15 yuan for cold chain logistics, a processing fee of 5 yuan for a single and the platform's sampling point, without counting the pit fee, the final raw material cost came to 43 yuan 4 catties, almost 11 yuan a pound of beef rolls.
And the central media commented that in recent years, Brother Xiao Yang has overturned more than once or twice with goods, and each time it is a big noise and a little rain, but if you just blindly remove products from the shelves, spend money to delete posts, give hush money, and ignore the interests of fans, in the end, it is no wonder that the country that has been fought hard in the past few years is no wonder that the wall is pushed by everyone.
On the 15th, there was a ** report that the e-commerce company involved said that there was no substantive evidence, and the Market Supervision Bureau had intervened in the investigation.
Source: Douyin.
At present, Brother Xiao Yang has 12.2 billion followers. According to the August list of Douyin talent MCN live broadcast with goods, the three sheep companies behind Brother Xiao Yang are rated with 85.5 billion GMV counterattacked Oriental Selection 73.4 billion, becoming the largest MCN institution with goods on Douyin.
As the "first brother of Douyin", Xiao Yang's business model covers live broadcast delivery, slice authorization delivery, and self-operated brand Xiao Yang Zhenxuan.
Not long ago, its self-operated brand Xiao Yang Zhenxuan was ordered to rectify a number of products during the year, among which there are still a lot of hot-selling models in Xiao Yang's Douyin window, such as household drawstring garbage bags, Bahei Shaqima, etc.
Brother Xiao Yang mainly focuses on the sinking market, and the low price is his business password. As the head anchor in the sinking market, Brother Xiao Yang can get the lowest price on the whole network.
A person familiar with the matter once revealed that the target users of Three Sheep are not mid-to-high-end, but mid-to-low-end, and they are more concerned about the sinking market, and the live broadcast takes the people-friendly route. Xiao Yang Zhenxuan has a relatively large say in the selection of products, and is not very good at providing brand premiums to big brands.
Today, when various localities frequently prohibit anchors from signing low-price agreements, it is an inevitable trend to withdraw from the live broadcast industry at the lowest price on the whole network.
In this regard, I can't help but think deeply about how far Brother Yang's low-cost business password can go?Brother Xiao Yang has been pushed to the forefront again and again, can the various problems of his products be effectively solved?
Brother Yang successfully copied Simba
Xiao Yang's growth path from grassroots to head anchor is quite similar to Kuaishou's head anchor Simba, including the mentor-apprentice model and exaggerated and funny live broadcast style.
Simba claimed to be a "farmer's son" in the live broadcast room, and the products were also cost-effective;Out of the master-apprentice matrix live broadcast room;Construct your own ** chain and so on. And these models were successfully copied by Brother Xiao Yang on Douyin one by one.
In addition, in 618 this year, Brother Xiao Yang also connected with Simba live and expressed his appreciation for Simba, "I have only been in business for more than a year before I started a company, and Pug (Simba) will always be my Xi object."
Source: Douyin.
Specifically, Simba has won 4 commercial office buildings in Hangzhou;Brother Xiao Yang bought a house in Hefei for 100 million yuan and paid taxes for 200 million.
Not long ago, Brother Xiao Yang spent 30 million yuan to hold a star concert at the Hefei Olympic Sports Center4 years ago, when Simba and Chu Ruixue got married, Simba spent more than 30 million to hold a century-type wedding concert in the Bird's Nest.
Brother Xiao Yang has four apprentices: Seven Bosses, Xiao Huang, Brother Zui, and Qiao Mei;Simba has anchors such as Dandan, Shi Da Meimei, Zhao Mengche, and Xu Jie.
Cicada mother data shows that in September, @ Seven Boss brought 100 million +, @嘴哥5000w+, and 2500w+ of yellow goods at traffic lightsFrom July to September this year, the three sheep have been at the top of the MCN agency delivery list for three consecutive months.
However, Brother Xiao Yang, who has become the next Simba, is facing the same crisis as Simba, such as vulgar goods, selling fakes, and stepping on marketing, which are now all restored to Brother Xiao Yang.
For example, Brother Xiaoyang's apprentice "Yellow of the Traffic Light" was named by the China Consumers Association for bringing goods. When she was bringing YSL (Yves Saint Laurent Beauty) products, the female anchor had a sloppy image and a hideous expression, and in the live broadcast screenshots, she even squatted on the table with her legs crossed for a while, and her posture was quite **.
In addition, Simba also has disputes with the platform and falls in love with each other. In December 2020, Simba's personal account was blocked for 60 days due to the sale of fake bird's nest, and his 27 anchor accounts were suspended by Kuaishou for 15 days.
In September 2021, Simba angrily scolded the platform in the live broadcast room: "You have to give me the policies that others have, and you have to give me the traffic that others have." After that, he was banned from the platform for a week. In December of the same year, Simba sued Kuaishou in court on the grounds of an online infringement liability dispute.
What can be known is that Simba and Brother Xiao Yang can't get rid of the low-end label, and it is difficult to develop to the high-end;In addition, it is difficult for Brother Xiao Yang to guarantee that he will not reproduce Simba's predicament in Kuaishou, that is, how to deal with the relationship with Douyin, will Brother Xiao Yang be banned by Kuaishou like Simba?
How long does Brother Yang last
From the current point of view, the key to live streaming is still the anchor with goods, but in this year's Double 11, although the transaction volume of the head anchor still accounts for the majority, it has decreased compared with the previous results, and at the same timeMid-waist anchors and brand store broadcasters are growing rapidly.
Rumei ONE's 11.11 live broadcast on the first day was 9.5 billion, which is far from the 21.5 billion on the first day last year, and the Simba 11 with goods given by Kuaishou was 249.6 billion, compared with 37 in the same period last year2.9 billion. The performance of the two top live broadcast rooms has declined. Judging from this trend, the platform is de-headed.
From the perspective of industry trends, whether it is the Measures for the Supervision and Administration of Online Transactions issued by the State Administration for Market Regulation, or the Measures for the Administration of Online Live Marketing (Trial) jointly issued by the seven national departments, it is clearly prohibited to bring goods and other chaos that violates public order, good customs, laws and regulations.
What can be known is that the Internet celebrity live broadcast company represented by Brother Xiao Yang needs to find a moat as soon as possible in order to develop in the industry for a long time, and vulgarity and low prices are by no means a long-term solution.
Source: Douyin.
In fact, live streaming is essentially a business model for Internet celebrity traffic monetization, as long as there is enough traffic and new stories to tell, more fans will go to the live broadcast room to buy things.
It is understood that Brother Xiao Yang has built his own brand Xiao Yang Zhenxuan. Since December last year, Brother Xiao Yang has successively begun to display the "Xiao Yang Zhenxuan" series of products in the live broadcast room.
The positioning of Xiao Yang Zhenxuan's brand is very similar to Xiao Yang's live broadcast room, focusing on "good things, affordable", and most of the goods sold are daily necessities, ** generally within 100 yuan, including garbage bags, snacks, laundry detergent, etc.
Now that he has his own brand, Brother Xiao Yang also has to build a strong first-class chain and do a good job in brand promotion to achieve effective brand positioning transformation.
In addition, the three sheep are ready to go to sea. In April this year, Crazy Brother Yang said in the live broadcast room that Three Sheep Network was ready to deploy TikTok e-commerce, hoping to earn money from foreigners.
Du Gang, CEO of Three Sheep, said that the cross-border e-commerce business is mainly due to our analysis of a large amount of data and found that the content of Three Sheep has been 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.
But if Brother Xiao Yang wants to be evergreen in the industry, there are still many efforts and changes that need to be made, and the most important thing is whether Brother Xiao Yang has the determination to change.
Author |Li Ying.