Introduction: After every time she goes off the air, her life turns to the unknown.
Author: Erhao.
The old start.
On July 17, 2019, the domestic live broadcast platform Douyu was listed on the NASDAQ, and at that time, Chen Shaojie, chairman of the board of directors and CEO of Douyu, stood next to 4 "own" head anchors, PDD, Xuxu Baby, YYF, and Nuliu.
Later, the well-known "First Sister" was not listed, and the latter had just switched to game live broadcast for about a year, and she was not considered a "First Sister" in the "Chicken" division she specialized in.
At that time, no one could have imagined that a star anchor with a "tens of millions" volume and breaking the circle would be born so quickly.
The first time it was off the airFirst sisterThe birth of the
"I'm Killing Fish at RT-Mart" is now a popular meme that many streamers and viewers often play, to make fun of their performance in the game or to respond to comments from barrage.
Xiao Tuan Tuan really had a "similar" experience. Before entering Douyu, she was a professional anchor, with a salary of 6,000 yuan per month, living a two-point and one-line life.
She had a dream of being an anchor, but in the already crowded online live broadcast track, it was difficult to run. After a month on the air, she and the company have lost patience, and this should be the first long hiatus in her live broadcast career.
After that, Xiao Tuan Tuan worked as an Internet café cashier, a café waiter, a factory turner, and also tried to open a bubble tea shop. However, in addition to doing these jobs, she has no intention of giving up the dream of live broadcasting.
One day in June 2018, Xiao Tuantuan accidentally fell and fractured, and she could only rest in bed, and she finally ushered in the opportunity to concentrate on live broadcasting. Unlike her previous live broadcast career, this time she chose to cut into the game track.
At that time, the pattern of the live broadcast industry was basically finalized, and the dividends were no longer so obvious. Fortunately, PUBG was very popular in China at that time, and more importantly, the short ** outlet was flourishing.
During the period of recuperation, Xiao Tuantuan began to gradually explore some ways for the anchor to grow, and she began to learn to make ** content by herself, and uploaded her live broadcast ** to Douyin and other ** platforms through processing, so as to start her own brand and attract traffic for her live broadcast career.
At the same time, her character creation has also begun to be clear. It is not suitable to be a hard-core and serious "master-type" anchor, and there are not only a large number of professional players and retired players in various live broadcast platforms, but also a larger number of private masters. And his "milk voice" and being good at singing have become the key to differentiated competition.
Facts have proved that the path of "revitalization" is correct. Her interpretation of the milk sound version of "Su Feed Su Feed", "I Play with Mud in the Northeast" and other online hot songs quickly became the hottest ** material in Douyin, with her own live "comedy" game**, Xiaotuan Tuan quickly became popular on Douyin, and a vote of fans called her "Douyin's largest sand sculpture *** business".
The traffic gained on Douyin also quickly fed back her live broadcast career, and a large number of fans came from the short ** platform. In May 2020, less than a year after the bell rang for the listing of Douyu, the number of fan subscriptions of Xiaotuan Tuan in Douyu reached 18.3 million. At the same time, PDD's fan subscriptions were 16.13 million, and Xuxu's baby's fan subscriptions were 15.65 million.
What's even more exaggerated is that at that time, on Douyin, the number of fans of Xiaotuan Tuan was close to 40 million, and the number of likes for his works was as high as 7700 million. At this time, it took less than two years for Xiaotuan Tuantuan, who was born in the "grassroots", from working outside to becoming a superstar anchor with a broken circle of influence.
To be more specific, at the end of 2019, at Douyu's year-end ceremony, Xiao Tuan Tuan had not yet been able to enter the top ten of the anchor list. In less than half a year, she has been able to sit on an equal footing with many veteran star anchors who have been famous for a long time.
The first half of the story is very satisfying, and her future looks promising, recalling that experience, Xiao Tuan Tuan said: "I think I was lucky. ”
Second hiatusFirst sisterannoyances
September 15, 2021 was a special day.
In normal times, Xiaotuan Tuan will generally start the live broadcast at 6 o'clock in the evening until the early morning of the next day, and the average live broadcast duration per day is about 6 hours.
But that day, Xiao Tuan Tuan only broadcast live for 24 minutes.
Anyway, my contract with Yuwan has also expired, but I can't return it, and there are many reasons why I can't return it. To say a very simple analogy, I don't accept business, or I don't accept much business, which causes the loss of the guild, and I find someone to do it myself, which causes the guild to have no way to do it for me. She said in the live broadcast that the emotions between the lines are very obvious.
When I first started the live broadcast, I didn't understand anything, and the name 'A Small Tuantuan' was also my own idea, but it was registered by Yuwan, even if I am not in Yuwan in the future, I will use this name in the future, maybe people can sue me, you say it is painful or not. But do you say people are at fault? That's right, I was stupid, I didn't know to register copyright at the time, I didn't understand it at all. ”
After chatting about these for a short time, Xiao Tuan Tuan quickly went off the air due to emotional uncontrollability. After she went off the air, thousands of angry fans still gathered in the live broadcast room, discussing fiercely in the barrage and offering suggestions.
Two months later, on November 18, 2021, Xiao Tuan Tuan officially announced that she would stop broadcasting due to guild and health reasons, and she did not mention when she would return. This incident caused an uproar, after all, her fans on the whole network had reached 70 million at that time, and such an unclear return date of the suspension of the broadcast had a huge impact on her personal live broadcast career and on the guild and platform behind it.
Six days later, on November 26 of the same year, the author found that the applicant named "Tang Cuiying" had registered 31 trademarks for "Yi Yi Xiao Tuantuan", which may have come from the resistance of Xiao Tuan Tuan to the game guild to preemptively register its brand. However, according to the content of China Trademark Network, in the nearly two years from May 2019 to April 2021, Yuwan, a game guild of Xiaotuantuan, has successively registered various trademarks named "Yituantuan", with more than 50 registered trademarks. In many core areas, "a small group" already belongs to the media company named Yuwan.
This time, the story doesn't go towards a happy ending. On January 18, 2022, Xiaotuantuan officially rebroadcast, and fans who cared about her guild events immediately found that in the page of the live broadcast room, the column of Xiaotuantuan's guild information was still two words: Yuwan.
The field of game live broadcast seems to have re-staged the "Li Ziqi" case with a different ending.
Looking back at this case now, the author's point of view is still: a successful comeback is also defeated by capital. Surrounded by the guild, she is not really as beautiful as "First Sister", but has become a "cash cow" that cannot come and go freely.
The author remembered what she said before the second stoppage: "I feel that if the guild is to leave, I don't want to quit in this life, I may have signed a deed of sale." ”
The third hiatusThe future in the fog
Some time ago, Chen Shaojie, chairman of the board of directors and CEO of Douyu, ushered in a wave of ** period in the industry, and a large number of head anchors stopped broadcasting, "xx anchors are also going to step on the sewing machine" and "no xx years can't come out", all kinds of rumors have risen, and the anchors who have stopped broadcasting also include a small group.
Recently, the related entries of "Xiaotuantuan" have been hanging on the hot search for a long time. From the perspective of **, since there is no official statement, we do not make any guesses about the whereabouts of Xiao Tuantuan. But what is certain is that many head anchors, including her, are in an "abnormal" state of suspension of broadcasting.
Suspension of broadcasts and breaks are very common in the live broadcast industry, and in order to maintain the activity of fans and viewers, these anchors will maintain content updates on various social platforms and ** platforms even if they do not broadcast live, or "report" their whereabouts to fans. Today's results show that these anchors are clearly not in the category of normal off-air breaks.
In the past, there were head anchors involved in the case (339 outdoor), and then there were platform bosses who were also involved for similar reasons**, and now it is not uncommon for more head anchors to be involved.
Betta has two founders, Chen Shaojie and Zhang Wenming. In the past, in the minds of many employees, the two founders represented two different styles of doing things. Chen Shaojie focuses on operations, and thinks more and more radically in business. Zhang Wenming, who left Douyu, felt more stable because he was biased towards the technical side.
Some employees said that perhaps because of Zhang Wenming's departure and the failure of the previous merger of Douyu Huya, Chen Shaojie, who became "fighting alone", has strengthened the management of the business a lot.
In this large-scale suspension of the head anchors, many anchors or the guilds behind them have close contacts with Chen Shaojie.
There is also a case that some time ago, due to Chen Shaojie**, the incident of the live broadcast platform claiming 80 million yuan from the defaulting anchor a few years ago was re-pushed to the hot search. At that time, everyone's attention was focused on the sky-high breach of contract fee of 80 million and the "coercion" of the live broadcast guild on the anchor, which also led to a detail that everyone ignored: in such a three-party signed cooperation, why did the live broadcast platform not claim or hold the live broadcast guild accountable?
There are two possibilities for this detail, one is that in the tripartite cooperation, the platform and the guild have not agreed and divided the rights and responsibilities before, or have not signed a tripartite agreement. The second is that the platform and the guild are originally a community of interests, or there are more commercial considerations.
But in any case, this detail shows the "intimacy" between the platform and the guild, and it is enough to lay the lead for today's "thunderstorm".
Of course, in this process, some anchors are actively catered to, and some anchors are passively coerced, and the complex chain is difficult to measure and sort out with moral scales, but under the legal scale, everything will become simple.