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the two top anchors became trending searches.

recently, simba, a well-known top anchor, fiercely criticized xiao yangge and his team "three sheep" during a live broadcast, which also has over 100 million fans. this incident has caused widespread discussion on social media. simba accused xiao yangge's team of problems in quality inspection, after-sales service, and compensation attitude, and questioned whether their business model was imitating his own. it is reported that the dispute may be related to the hairy crabs that the two internet celebrities are selling in their live broadcast rooms. simba believes that he has been treated unfairly in terms of price.

in response to this, three sheep’s co-founder lu wenqing and ceo du gang responded during the live broadcast. they said that they should not bully each other, emphasized the importance of maintaining the industry’s bottom line and focusing on their own business, and hoped that simba would not create controversy without bottom line to attract traffic.

currently, lu wenqing’s douyin social account has been set to private status. if you initiate a follow request, it will be visible after it is approved.

regarding the above incident, a securities times reporter questioned the relevant person in charge of xinxuan group, but the other party has not yet responded to the incident.

the traffic effect of top anchors is prominent

as the top anchors in the live broadcast industry, both simba and "crazy little yang" have enjoyed the dividends of the live broadcast industry during their development. their huge fan base also makes their every move a hot topic.

public information shows that xinxuan group is a leading company in the live streaming e-commerce industry. it was founded by xin youzhi (nickname simba) in 2017 and has now developed into a comprehensive digital new retail company integrating supply chain management, celebrity incubation, digital e-commerce, and education and training, with more than 4,000 employees. the founder simba gradually became an internet celebrity by selling goods through live streaming. the number of fans on his kuaishou account is shown as 99.99 million+, and the actual number is over 100 million.

during the 618 shopping festival this year, xinxuan had 10 live broadcasts with sales exceeding 100 million yuan, and 37 live broadcasts with sales exceeding 10 million yuan. on may 25, xin youzhi launched the 618 premiere, with total sales of 1.427 billion yuan. in addition to simba, dandan, and other top anchors, there are 15 vertical anchors with single-game sales exceeding 10 million yuan. xinxuan also announced the battle situation of its own brands: during the 618 shopping festival, xinxuan's own brand jianfeng foodie launched a number of popular products, and sold more than 1.11 million products in a single live broadcast, with sales exceeding 75 million yuan.

tianyancha information shows that hefei three sheep network technology co., ltd. was established in march 2021. during its development, "three sheep" established a matrix with big and little yang brothers as the core, and head anchors such as little huang, seven bosses, brother zui, qiao mei, and zhuo shilin.

according to public data, in 2022, the output value of live streaming sales on three sheep exceeded 10 billion yuan, the transaction volume on douyin was about 6 billion yuan, and the operating service income was 860 million yuan; in 2023, the output value of live streaming sales is estimated to exceed 30 billion yuan, and the operating service income will reach 1.5 billion yuan.

however, as one of the celebrity mcn agencies, "three sheep" has been controversial this year. on march 15, anhui donghui food was exposed by cctv's 3.15 gala for using inferior trough meat to produce meicai kourou, and the product happened to be sold in the live broadcast room of "crazy xiao yangge". immediately, three sheep network issued a statement on the company's weibo, saying that in response to the hotly discussed online incident that the company promoted and sold "yuhuiyuan meicai kourou" produced by anhui donghui food and suspected of using trough meat as raw materials, the company immediately arranged a special team to verify, started consumer registration on the evening of march 15, and began to advance refunds one after another.

in mid-august, news such as #疯狂小杨哥杭州办公室ｈａｎｇｈａｏｌｈｏｏｌｌｏｆｌｏｒｅ# and #三只羊responses to杭州ｈａｎｇｈａｏｌｈｏｏｌｌｏｆｌｏｒｅ# became popular searches, causing the market to worry that the survival status of top anchors is not as good as before. in response, the three sheep group said that the leasing was due to the relocation of the office location, which is now located in the xihu district of hangzhou.

in order to find a differentiated breakthrough, the top anchors are also actively seeking a way out. three sheep began to expand overseas in the second half of last year, and the pace has accelerated this year. the company chose singapore as its first overseas stop. in january this year, the company conducted its first cooperative live broadcast with a singaporean influencer, setting a new record for tiktok's e-commerce sector in the region and ranking first on the local list.

on august 21, three sheep holdings (hong kong) co., ltd. officially opened. three sheep group founders zhang qingyang, zhang kaiyang and zeng zhiwei attended the opening ceremony. not only were there veteran hong kong stars such as kenny bee and chan ho man, but also members of the celebrity football team such as alan tam, pang kin sun, and chan yau, as well as popular tvb actors and actresses such as ron ng, sisley choi, and kenneth ma. during the live broadcast that night, the number of online viewers exceeded 1.1 million, and sales exceeded 100 million yuan in 3 hours of live broadcast.

the chaos in the live broadcast industry needs to be regulated

the incident of the top anchors making negative comments to each other not only demonstrated the intense competition in the field of live streaming, but also triggered discussions on industry norms and healthy competition methods. in general, there is still room for growth in the live streaming e-commerce industry. but for anchors and merchants, the retail industry is always inseparable from the essence of "people, goods, and places". in the face of users who are gradually returning to rationality, if you want to continue to make a difference in the industry, you need to continue to build a moat and strengthen trust with users.

for anchors, in order to compete for market share, they need to constantly innovate in product recommendations, prices, services, etc. however, this competition sometimes leads to friction and open conflicts among peers. the dispute between simba and the three sheep is a typical example, highlighting the fierce competition in the field of e-commerce live broadcasting and the problems it brings.

some industry insiders suggest that top anchors should seek more differentiated competition. such measures are one of the key strategies to attract and maintain fan groups: such as improving content innovation, interactive experience, customized services, high-quality production, and cross-border cooperation.

in addition, top anchors should strictly abide by the code of conduct for online anchors and other relevant laws and regulations, safeguard national interests, public interests and the legitimate rights and interests of others, consciously fulfill social responsibilities, accept supervision by industry authorities and social supervision; adhere to the correct value orientation: spread positive energy, show truth, goodness and beauty, meet the new needs of the people for a better life, consciously abandon vulgarity, mediocrity, kitsch and other low-level interests, oppose bad phenomena such as traffic supremacy and deformed aesthetics; improve the professionalism and credibility of live broadcast content, etc. the support of industry restraint policies can also help top anchors achieve healthy competition in the live broadcast industry, attract and maintain their own fan base, and promote the sustainable development of individuals and the industry.