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on september 3, the term "ximba xiao yangge" became a hot search on weibo because the two top online influencers had a falling out for some reason.

dispute over hairy crab prices

the incident started when two anchors recently had a dispute over the price of the same brand of hairy crabs. on august 31, in simba's live broadcast room, simba's assistant said that the brand was "pointed at and scolded" by a certain anchor because the other party sold it first, and then simba started selling it at a lower price, and the brand did not give the same price. later in the live broadcast room, simba said that the brand told him that the product was reported and the hairy crabs that had been sold out could no longer be restocked on the link. in response to consumer comments, simba said that because he had cooperated with mrs. crab earlier, the price was cheaper.

on september 1, simba started a live broadcast, in which he "blasted" brother xiao yang: "i (the time i sold hairy crabs) was actually a very small live broadcast. on august 18, i posted a lot of links, and then people locked me crabs of 3 taels, 3.3 taels, and 4 taels, so i started selling crabs, and sold 60 to 70 million, 70 to 80 million. after the sales, fans asked me to add inventory, but the link to add inventory was gone. the brand was confused, and he said that he was reported by brother xiao yang, and that brother xiao yang had negotiated it, meaning that i sold it too cheaply. i asked a question at the time, is there any anchor in china who can have the same mechanism and price as simba. it's true that you have a lot of fans, but your sales and anything else can't beat me... you don't have quality inspection, after-sales, or compensation attitude, so all you have left is hype." simba also said that the three sheep imitated xinxuan's business model.

in the early morning of september 2, lu wenqing, co-founder of three sheep, responded to simba’s remarks again in the live broadcast room, saying: "i have too many ways to know what you are doing. it’s too bullying. each of you does business on your own platform. you can’t do this. in order to do business, you have no bottom line to attract traffic." the three sheep anchor then denied in the live broadcast that he made 100 from a box of hairy crabs, and accused simba of having no conscience.

currently, lu wenqing’s douyin social account has been set to private.

on september 3, simba responded to the hairy crab "price war" again, saying, "you said i was looking for traffic, i don't need it... you have ten thousand ways to 'mess with me', i'm not afraid of this kind of thing."

reporters found that this was not the first time that the two influencers had "confronted each other" in this way. as early as june this year, simba had mocked brother yang during a live broadcast of alcoholic beverages: "my product is not covered with a lid. it's just a small amount of alcohol. you should just compensate for it. you are such a big anchor with 100 million fans every day, but you can't even afford to compensate for a bottle of alcohol. the anchors are uneven. some of their fans don't even know their last names. they don't know that they are a fan of many families. they put themselves above the iq of their fans. they dare not face the problems and don't want to compensate."

the "involution" of anchors is intensifying

according to the observation of the chief e-commerce, the prices and discounts of the hairy crabs of mrs. crab in the two live broadcast rooms at that time were:

the price in simba's live broadcast room is 238 yuan, including 4 male crabs weighing 4 taels and 4 female crabs weighing 3 taels. buy three and get one free, plus 6 bottles of iced black tea.

the price in xiao yangge’s live broadcast room is 298 yuan, including 4 male crabs weighing 3 taels, 4 female crabs weighing 2 taels, and the second item is 0 yuan.

if you order three crab cards from simba's live studio, you can get a 4-ounce male crab and a 3-ounce female crab for 44.6 yuan, plus a bottle of iced black tea.

if you place two orders in xiao yangge's live broadcast room, it is equivalent to buying a 3-liang male crab and a 2-liang female crab for 37.25 yuan, in addition to other regular gifts.

"if we calculate to the nearest 'liang', the hairy crabs sold in simba's live studio will be about 1 yuan cheaper per liang."

according to blue whale news, the sales of hairy crabs have now reached a peak. taking the brand involved in this incident, "mrs. crab", as an example, in august, mrs. crab's monthly sales on douyin exceeded 200 million yuan. especially in late august, its daily sales reached 25 million yuan on many days, and its sales on august 22 were close to 100 million yuan.

simba and xiao yangge originally broadcast live on different platforms, but they had constant "conflicts". the two anchors' combined number of fans has exceeded 200 million. could it be that even they have "traffic anxiety"?

in recent years, major events in the live e-commerce circle have almost never stopped. from the "choose one of two" incident in li jiaqi's live broadcast room, the "small essay" incident of dongfang zhenxuan, simba's apprentice dandan angrily criticized the former ceo of xinxuan guan qian, xiao yangge's apprentice "yellow of the red light" was banned, to today's "xin yang war of words", it is not difficult to see that with the intensification of saturated competition among live e-commerce anchors, the audience's demand for live shopping has gradually become rational and calm, and they pay more attention to product quality, price and service. in order to maintain competitive advantages and traffic growth, anchors have to take various measures to enhance their influence and attractiveness, such as improving the quality of live broadcasts in the live broadcast room, strengthening fan interaction, launching exclusive discounts, and even "palace fighting".

on april 24 this year, the beijing sunshine consumption big data research institute, in conjunction with the consumer protection law research center of the university of international business and economics, consumer.com.cn and other institutions, released the "public opinion analysis report on consumer rights protection in live streaming" (hereinafter referred to as the "report"). the "report" shows that the public opinion on consumer rights protection in live streaming in 2022 mainly reflected eight issues including product quality, false propaganda, uncivilized sales, price misleading, delivery, returns and exchanges, sales of banned goods, and inducing off-site transactions. the report selected crazy little yangge, li jiaqi, liu genghong, luo yonghao, simba, dong yuhui and other anchors as the key analysis objects to obtain the proportion of consumer rights protection public opinion. among them, crazy little yangge accounted for 29.27% ​​of the rights protection public opinion, and simba accounted for 8.2%.

competition is inevitable, but how to find a balance among these competitions, regulate competition, and create a healthy and fair live streaming environment is a question that every live streaming anchor needs to weigh and think about.

(source: new yellow river)