Recently, Douyin's No. 1 Internet celebrity Crazy Brother Yang has frequently expressed his stance in public, wanting to fade out of his Internet celebrity identity and transform into an entrepreneur behind the scenes.
This move immediately caused an uproar on the Internet, and "Brother Xiao Yang denied the number one Internet celebrity in the country" even rushed to the hot search. As the possession of 1With 200 million fans of the top Internet celebrity, Brother Xiao Yang's desire to "retire" is undoubtedly a sensation.
But when you think about it, it didn't come without warning.
Brother Xiao Yang, who started in 2017, made great progress all the way until he officially entered the field of live broadcast e-commerce in 2020. The "rollover-style" funny selling style made Brother Xiao Yang quickly become the first person to bring goods on Douyin, and even reached the peak of the business empire in 2021, founded Three Sheep Company, and successively signed a number of Internet celebrities for himself.
However, this year, Brother Xiao Yang's number of live broadcasts began to decrease significantly, and the mention of "Will you support me if you announce your withdrawal from the Internet" with his apprentice also indicates that Brother Xiaoyang's ambitions have not only stopped at Internet celebrities.
In fact, Brother Xiao Yang has a very good reason to want to transform:
First of all, after all these years of building, the Three Sheep Company has been initially on the right track. Not only independently developed the "Xiaoyang Zhenxuan" series of products, but also signed many Internet celebrities to build a complete business matrix. This means that even without the Internet celebrity of Brother Xiao Yang, the three sheep can continue to operate or even go further.
Second, success stories show that this transformation is possible. For example, Douyin's predecessor Internet celebrity Simba also established Xinxuan Group in 2017 and gradually faded out of the front line of Internet celebrities. In 2021, Simba put forward the slogan of "de-Simbaization", while the performance of Xinxuan Group is growing steadily, and it has achieved sales of 50 billion yuan in 2022.
Simba's successful transformation has undoubtedly given Xiao Yang a great inspiration. When a business empire is no longer overly dependent on individuals, influencers can feel comfortable being the ones behind the scenes.
However, this does not mean that Brother Yang's transformation is not in the way.
Compared with the single goal of attracting fans and selling goods during the Internet celebrity period, entrepreneurs need to take on more responsibilities: team management, chain control, and brand building. These require Brother Xiao Yang to make a qualitative leap in business thinking.
According to previous reports, many products of Xiao Yang's own brand "Xiao Yang Zhenxuan" had quality problems, and the foundry was ordered to rectify. It was also revealed that Brother Xiao Yang used synthetic meat to pretend to be real beef in the live broadcast room, which led to a reputation.
These all show that Brother Xiao Yang still has many deficiencies in the management of the first chain. Once there is a problem with the brand reputation, it will seriously hinder Brother Yang from completing the role change.
Therefore, Brother Xiao Yang still needs to make greater efforts in the construction of the first chain, and cannot ignore the actual quality of the product because of the pursuit of profit maximization. At the same time, it is also necessary to establish a scientific quality inspection system to ensure the safety and reliability of products and avoid being deceived by "double standard" products again.
In terms of talent team building, Brother Xiao Yang should also be further improved to build a truly professional management team. This requires an entrepreneur's vision, rather than an internet celebrity's selection and employment.
Of course, Brother Xiao Yang himself has been actively switching roles recently. He has repeatedly emphasized in public that he has paid 200 million yuan in taxes for the whole year and refuses to avoid taxes reasonablyHe also mentioned that most of the company's employees are disabled and unemployed, in order to create a responsible corporate image.
These measures are undoubtedly conducive to the positive image of Xiao Yang's personal and corporate enterprises. But to truly complete the role change, you need to work on the corporate culture, so that employees can internalize the corporate values and serve customers with an entrepreneurial spirit.
For example, employee training programs can be established that emphasize product quality and user experience;Or introduce an employee stock ownership plan to enhance employees' entrepreneurial awareness. This requires a fundamental change in organizational culture, rather than just lip service.
To sum up, Brother Xiao Yang still has a long way to go if he wants to complete the transformation from an Internet celebrity to an entrepreneur. This requires him to continuously improve in terms of chain management, team building, and corporate culture cultivation.
Compared with the personal appeal of the Internet celebrity period, entrepreneurs need to have the ability to manage the overall situation. Brother Xiao Yang also needs to improve his business thinking and execution to reduce his reliance on personal charm and build Three Sheep into a sustainable business machine that does not rely on any individual.
Although there are successful precedents, the specific practice still requires Brother Xiao Yang's own efforts and long-term efforts. It is expected that Brother Xiao Yang can gradually grow into an excellent entrepreneur, so that the Three Sheep Company can truly realize depersonalization and occupy a place in the industry.