** Bohufn
Author |Spirit.
On November 26, Brother Xiao Yang spent 30 million yuan to hold a star concert at the Hefei Olympic Sports Center, inviting Zhang Xinzhe, Wang Sulong, Pu Shu, Zhan Wenting, vitas, twins, Huang Guanzhong, chopsticks brothers and other well-known artists.
Before the concert, Crazy Brother Yang revealed in the Douyin live broadcast room that the concert had spent 30 million yuan, and all 30,000 tickets would be given away for free. Brother Xiao Yang also repeatedly emphasized at the concert that the purpose of this concert is to give back to his brothers.
In the nearly three-hour concert, the stars were responsible for singing, and Brother Xiao Yang, Brother Da Yang and the host Zeng Baoyi were responsible for the transition**, and the gifts were razors, mattresses, refrigerators, tablets, etc.
On the 27th, the star appearance fee of Xiao Yang's concert was ** out, most of which was one or two million yuan, of which Wang Sulong was the highest at about 2.6 million yuan, followed by Pu Shu at about 2 million yuan, and it probably cost more than 11 million yuan to invite the star. The rest of the money also includes stage construction, personnel costs, venue costs, etc.
It seems that the crazy little brother Yang held a concert for free, but the benefits behind it are immeasurable.
Since the news of the concert was revealed, Crazy Brother Yang has continued to come to the hot search. The concert has not yet started, and topics such as "Brother Xiao Yang's concert cost more than 30 million", "Brother Xiao Yang responds to employees selling concert tickets", "Brother Xiao Yang's concert tickets are only given away but not sold" and other topics have appeared on Weibo hot searches.
At the concert, many brands sponsored, among which Kaadis smart lock and Aole Vita were sponsors, and 16 brands such as Adopt a Cow, Luyuan, and Hsu Fu Chi became the "only designated product unit".
In addition, although the tickets are free, to participate in the Xiaoyang selection live broadcast room**, you need to place an order for any product first, and the winner can get two consecutive tickets. Another way is to store value through membership, and you can get tickets directly when you reach a certain amount.
Brother Xiao Yang's "careful thinking" is still obvious - to promote his own brand "Xiao Yang Zhenxuan". Daduoduo data shows that Xiaoyang Zhenxuan's live broadcast room has sold 250,000-500,000 products in the past month, with a total sales of 7.5 million to 10 million yuan. In September, the figure was 100,000-250,000, and sales were 2.5 million-5 million.
According to the city PRO report, this concert brought 59.69 million ** to Brother Xiao Yang, with more than 400 million likes and nearly 5 million fans. Among them, "Xiao Yang Zhenxuan" received the most traffic. Cicada mother data shows that Xiao Yang's Douyin account increased by 4.1 million fans overnight.
30 million free concerts, in the current market environment, is indeed "explosive", and it can also receive so much traffic. After all, although there have been cases of a few big anchors such as Simba holding concerts in the past, it can still be called a "rare thing".
Source: Jiupai News).
And behind this, an increasingly powerful three sheep are rising in the live broadcast industry. It can be seen that Crazy Brother Yang is going through a variety of paths, step by step to stabilize the foundation of the three sheep and build the building.
In fact, in reality, the edifice has already landed.
Previously, Brother Xiao Yang revealed in the circle of friends that he spent more than 100 million yuan to buy a property in Hefei to make the headquarters building of the Three Sheep Group. At present, in Hefei alone, Brother Xiaoyang has three office areas: the Three Sheep Live Broadcast Base, the Eastern Center of Three Sheep Group and the Three Sheep Global Headquarters, covering an area of 3,000 square meters, 10,000 square meters and 50,000 square meters respectively.
Another invisible "edifice" belonging to the three sheep is also rising from the ground.
In March 2021, Three Sheep Network was established, and its main business is to have a product talent, entertainment live broadcast, short content commercialization, e-commerce and store operation, integrated marketing, etc. With the establishment of the Three Sheep Network, Crazy Brother Yang's trumpet has also been launched one after another. At present, Three Sheep Network has opened vertical accounts in many fields, including beauty, household products, food and beverage, and fresh fruits. "Developing the vertical live broadcast room is what we are trying to do in 2023. Recently, Du Gang, CEO of Three Sheep, emphasized in an interview with Jiupai News.
In addition, the slicing mode can be said to have been played to a new height by Brother Yang. Brother Xiao Yang once revealed that in 2022, a total of more than 11,000 people will be authorized to slice the Three Sheep Network, with a per capita income of 17,000 yuan, of which 316 brands will have sales of more than one million yuan through slicing. Another person in charge of the brand that cooperated with Brother Xiao Yang said that Brother Xiao Yang brought 40% of the goods and 60% of the slices.
Du Gang said, "After two years of exploration, we have established two systems, one is the first-chain system, and the other is the Zhongxiaoer app, that is, the slicing business. With these two systems, the departments can be well linked, not only to serve the head talent like Brother Xiao Yang, but also to empower the middle and waist talents, any talent to come in, graft this system to the past, you can operate, we call it dynamic service. ”
* The chain is the other direction of the three sheep's force. The requirements of live broadcast for the ** chain can be described as quite strict, which Xiao Yang may have already understood, so he has accelerated the construction of the ** chain capacity. On November 8, 2022, Crazy Brother Yang established Hefei Xiaoyang Zhenxuan's **Chain Management***, which aims to build its own brand "Xiaoyang Zhenxuan" and build its own **chain, and shift the model of his business from a simple "traffic-bringing goods to realize" to a thicker "production-pricing-traffic realization".
From the development path and Du Gang's testimony, it may also be seen that the three sheep are indeed deploying a live broadcast "building", and the three sheep are becoming more and more clear about their role in the "building".
From September to November this year, Brother Xiao Yang accepted two new "apprentices" one after another. One is Zhuo Shilin, an Internet celebrity with tens of millions of fans, and the other is Chen Yili, an entertainment anchor, which has attracted ridicule from the outside world: Brother Xiao Yang's standard for accepting apprentices is at least 10 million fans. Up to now, Brother Xiao Yang's one-person super IP has formed a six- to seven-person mentor-apprentice system.
In the face of the outside world saying that "rebuilding Brother Yang", Du Gang said that there is no need for a little Brother Yang to attract traffic, and we now pay more attention to the transformation ability and undertaking ability of talents. High traffic must mean low conversion, this is inevitable, we now have a lot of live broadcast rooms, although the popularity is not high, but the conversion rate is very high.
The outside world may think that the strongest label of the three sheep is Crazy Brother Yang, followed by live broadcasting, slicing, and MCN companies, but we define ourselves as a middle office service company, and all businesses are doing services, including the front-end and back-end content of talents. ”
Perhaps, when Brother Yang's fans broke 100 million yuan, and when he spent 100 million yuan to buy the headquarters building, the pace of Crazy Brother Yang and the three sheep has become more and more ferocious.
However, the construction of the "invisible" building was not all smooth sailing. Not long ago, Xiao Yang's apprentice "Yellow of the Traffic Light" brought goods to Saint Laurent air cushion and was questioned. In the live broadcast room, the way of bringing goods with "Xiao Huang" with a haircut and a hideous expression made many netizens say that more than 500 air cushions became 9 pieces of 9 in seconds. Further back, the products brought by Brother Xiao Yang were counterfeited, which also attracted widespread attention.
We just held a strategic seminar last week, at which we discussed three things: under the rapid development, what kind of management talents do the three sheep need, what kind of talents do they need to serve, and what kind of products do they need. ”
This problem may continue to run through the development of the three sheep for a long time to come.
References: 1. City boundary: Brother Xiao Yang, 30 million is not a white flower.
2, True Story Research Room: Brother Xiao Yang is becoming more and more like Simba.
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