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produced by radar finance | edited by mo enmeng | deep sea

simba and xiao yangge, who had previously conducted a friendly live broadcast, have now become the two opposing sides in a "war of words".

on september 1, simba said in a live broadcast that "they make 100 yuan by selling a box of hairy crabs", and specifically named an internet celebrity with 100 million fans, saying that "you have no quality inspection, after-sales service, or compensation attitude, and all you have left is hype."

later, lu wenqing, co-founder of three sheep, personally responded to simba, accusing him of having no bottom line for traffic. simba did not show any weakness, and once again went all out in the live broadcast, revealing that lu wenqing had been sentenced to probation.

it is worth noting that the online incident caused by hairy crabs is no longer limited to the direct confrontation between simba and xiao yangge, but has also affected many people.

in addition to the aforementioned three sheep co-founder lu wenqing, there is also the three sheep female anchor momo who was caught up in the whirlpool of public opinion, and the film and television industry tycoon zeng zhiwei who recently attended the opening ceremony of three sheep holdings (hong kong) co., ltd., and even luo yonghao who just officially announced the second season of "true return" also made sharp comments on weibo.

regarding these disputes, brother yang said in zhuo shilin's live broadcast room on september 3, "i don't want to say anything. it's useless to argue. there are so many people under (the company). there is no such thing as people who quarrel every day in a well-run business. brothers, just wait and see."

on the evening of september 4, simba released a long article saying that he had notified all channels of the company and anchors were prohibited from selling hairy crabs this year. "i will not go live to sell goods in the near future, let alone hairy crabs." simba said that the ban on the sale of hairy crabs will reduce sales by hundreds of millions. he has no shortage of traffic and will not target anyone for selling hairy crabs.

simba also said that he decided to give three sheep a week. if three sheep still did not treat consumers well after a week, he would compensate and provide after-sales service for some products of three sheep consumers, with the upper limit of compensation being 100 million yuan.

that evening, lu wenqing apologized for the uncivilized language he used during the live broadcast, and said that after the quality problems of the meicai kourou and other products occurred, refunds had been made. regarding the rumors on the internet about him and a certain woman, he said that the rumor had been reported to the police and the public security department had accepted it. regarding his past, lu wenqing said that before he founded three sheep, he had taken a detour because he did not have a deep understanding of the market rules and systems at the time.

in fact, if we deeply analyze the history of simba and xiao yangge’s fame, we will find that the two have a lot in common.for example, both of them have grassroots backgrounds and have made their mark in their respective live broadcast fields through unremitting efforts. the two also show striking similarities in the expansion of their careers, from fighting alone to working as a team, from personal ip to corporate brands, both are constantly expanding their careers and working hard to build their own live broadcast business empires.

some analysts believe that the "war of words" between simba and xiao yangge is actually a microcosm of commercial competition in the field of live e-commerce. in the context of increasingly fierce market competition, top anchors often need to use various methods to increase or maintain their personal exposure and topic discussion, so as to defend and expand their territory in the e-commerce map. the fierce competition between the two sides over the sale of hairy crabs is not only reflected in the price, but also in the competition for consumer attention, trust and market share.

top anchors start a war of words, simba vs. "crazy little yang"

as the top anchors of the two major platforms, douyin and kuaishou, the conflict between xiao yangge and simba recently attracted many netizens to watch. the fuse of this conflict is suspected to be related to the popular single product hairy crab sold in the live broadcast rooms of both parties.

recently, while promoting hairy crab products in a live broadcast room, simba’s assistant said that the brand was “criticized” by a certain anchor because the other party sold it first, but later simba started selling it at a lower price, and the brand did not give the same pricing mechanism.

simba revealed that he was the one who first negotiated for the hairy crab brand and introduced live streaming e-commerce three or four years ago. he also participated in the formulation of the online after-sales standards for hairy crabs, and they have been sold out many times. therefore, the brand is grateful to him and is willing to give the industry's lowest price.

simba also said, "i sold hairy crabs, and all the anchors on the internet complained that i sold them too cheaply. what qualifications do you have to compete? what 100 million fans, 50 million fans, what qualifications do you have to compete? what do you want to compete with? i'll let all your 100 million fans and 50 million fans be tied together, and see if i can beat you to death and drive you off the internet."

it is reported that the mechanism launched by simba's live broadcast room for this product is that the price of 238 yuan includes 4 male crabs weighing 4 taels and 4 female crabs weighing 3 taels. order three and get one free, and get 6 additional bottles of iced black tea. the price in xiao yangge's live broadcast room is 298 yuan, including 4 male crabs weighing 3 taels and 4 female crabs weighing 2 taels, and you can enjoy a 0 yuan discount when purchasing the second item.

when he was emotional, simba also extended the focus from the hairy crabs themselves to more dimensions. "how long do you think you can survive with a little traffic? you don't have quality inspection, you don't have after-sales service, you don't have compensation attitude, you don't have responsibility attitude, you have nothing, only hype, and you open a company here, and then an international company. you can't even do it domestically, and you want to open an international company. which business model are you not imitating from me? you haven't even grown all the hair yet."

regarding the mechanism of selling hairy crabs, the account "three sheep online sports outdoor" under three sheep stated in a related video that the price of 0 yuan for the second order was a discount negotiated by brother yang. if other anchors have the ability to lower the price, it will also benefit consumers.

in the early morning of september 2, lu wenqing, co-founder of three sheep, also responded to simba's remarks in the live broadcast room, "don't bully big brother yang and little brother yang. i support you during your live broadcast. what the hell, i have too many ways to know what you are doing. it's too bullying. we really won't make trouble. we each do our own platform business. we can't do this. for the sake of doing business, there is no bottom line to increase traffic."

on the same day, lao k, an anchor under three sheep, also denied simba's statement that he made 100 yuan from a box of hairy crabs during a live broadcast. lao k emphasized that three sheep has developed step by step with the efforts of anchors, the support of fans and its own business strategies, and accused simba of "losing conscience".

it is worth mentioning that according to blue whale news, mrs. crab, the hairy crab brand at the center of this controversy, was removed from the suzhou yangcheng lake hairy crab association on june 6 this year.

according to the official website of suzhou yangcheng lake hairy crab association, suzhou xifengge e-commerce co., ltd. has been administratively punished by the market supervision administration for many times for behaviors such as "shortweighting" and "false advertising", seriously violating the "suzhou yangcheng lake hairy crab industry association charter" and "suzhou yangcheng lake hairy crab industry association self-discipline convention", and has caused extremely bad influence on the entire industry.

tianyancha shows that mrs. xie's affiliated company is suzhou xifengge e-commerce co., ltd. in april this year, the company was fined 110,000 yuan by suzhou xiangcheng district market supervision and administration bureau for violating the consumer rights protection management regulations and its subordinates.

the reason for the penalty showed that the supervisory staff randomly selected 2 boxes of hairy crab gift boxes to be shipped on site for unpacking and weighing. the net weight of the hairy crabs to be shipped did not meet the specifications marked on the gift boxes, indicating a "shortweight" behavior.

simba revealed more shocking information, and eric tsang quickly cut ties with him?

as the flames of this "war of words" continue to spread, the dispute between simba and xiao yangge has spread from a single hairy crab incident to multiple dimensions, setting off a highly discussed online storm.

later, simba retorted to lu wenqing during the live broadcast, "as far as i know, you were just sentenced in dongguan. you got three years in prison with four years suspended or three years in prison with one year suspended. what's the specific reason? it seems to be related to e-commerce. it's fraud." simba also said that many people around him had a simple evaluation of lu wenqing, "sooner or later, the three sheep will die in your hands."

according to jiemian news, simba also dropped some explosive news during the live broadcast, saying that brother yang from the three sheep and others had sent a girl to jail. "you are quite cruel. you sent a girl to such a good relationship with them."

later, some netizens found out that the female anchor simba mentioned was most likely momo, who has more than 5 million fans. according to media reports, momo was one of the first anchors to accompany the three sheep. in response, the internet celebrity "sanda ge" with tens of millions of fans said that what simba said was true, and momo was indeed in prison, but she has not been sentenced yet. if she is sentenced, her parents will probably come out to make a fuss.

radar finance noted that after the conflict, lu wenqing's douyin social account was set to private. tianyancha shows that lu wenqing currently works for four companies, two of which have been cancelled and two have been revoked. in june last year, lu wenqing also withdrew from the list of shareholders of hefei three sheep culture media co., ltd.

however, the multiple matrix sales accounts under three sheep are still live streaming normally. on the evening of september 3, brother yang also made a brief response to the recent disputes during the live broadcast, saying, "i don't want to say anything. there is no point in arguing. there are so many people under the (company). there is no reason for a successful company to quarrel every day. brothers, just wait and see."

momo, a female anchor under the three sheep group with more than 5 million fans, unexpectedly became the focus of public attention because of this incident. many netizens left messages under her videos asking about her recent situation and current status. according to the homepage of the douyin account of "three sheep momo", the last video she posted was updated on december 3 last year.based on this calculation, momo has not updated on douyin for 9 months.

as the verbal battle escalated, people who were not directly involved in the incident were also involved. on september 4, according to bianniu.com, some netizens said that zeng zhiwei modified his homepage overnight and deleted the information related to the three sheep. subsequently, the topic "zeng zhiwei changed his name overnight to remove the three sheep" became the top trending search on weibo.

however, radar finance noticed that there are still many videos mentioning the three sheep under zeng zhiwei's douyin account. on the evening of september 4, zeng zhiwei also posted a photo of himself and the two brothers xiao yang on douyin, with the caption "we are fine!"

not long ago, three sheep holdings (hong kong) co., ltd. was officially opened. tianyancha shows that three sheep holdings (hong kong) co., ltd. was established in july this year and is a private limited company. it is reported that xiao yangge had previously publicly stated that zeng zhiwei is the boss of the hong kong branch of three sheep.

on the opening day, the yang brothers and a number of celebrity guests including eric tsang, benny chan, and kenny bee attended the opening ceremony.in the live broadcast jointly conducted by xiao yangge and zeng zhiwei that night, the number of online viewers in the live broadcast room exceeded 1.1 million, and the live broadcast sales exceeded 100 million in 3 hours.

luo yonghao, who recently announced his return to the social media world, also commented on the conflict between simba and xiao yangge on weibo. luo yonghao said that everyone should look at the facts and reasons of both sides. those who jump out to take sides without looking at the facts and reasons are "all brainless human beasts." luo yonghao also added that he was talking about every time, not just this time between simba and xiao yangge.

the story of the two anchors' rise to fame, the former "master-disciple relationship" completely broke down

although the dispute between the two internet celebrity giants is in full swing, radar finance found that simba and xiao yangge actually have some similarities. they both come from grassroots backgrounds, are top internet celebrities on their respective live streaming platforms, have many apprentices, and now both have their own companies and brands.

public information shows that simba was born in an ordinary peasant family in heilongjiang. he has publicly called himself a "farmer's son" many times. simba dropped out of school early because of poor academic performance. after entering society, simba worked as a waiter in harbin, went to jinan, shandong to learn how to operate an excavator, opened a fruit supermarket in tonghe county, and even resold diapers in japan.

the gears of simba's fate began to turn in 2016.this year, simba officially joined the kuaishou platform and started live streaming. at that time, the number of kuaishou users was growing rapidly. with his inspirational stories about his entrepreneurial experience and his reward strategy of spending a lot of money on gifts for many big anchors, simba quickly accumulated a large number of fans and soon became the top anchor of kuaishou.

later, simba keenly perceived the development opportunities of the live broadcast e-commerce industry. through a series of carefully planned marketing activities, such as the luxurious wedding live broadcast with huge investment and celebrities, he not only earned enough traffic and eyeballs, but also achieved explosive growth in sales. today, simba and his xinxuan family have been on the top of the kuaishou platform's sales rankings for many years.

like simba, xiao yangge and his elder brother da yangge did not grow up in a wealthy family. in order to earn money to support the family, their parents went out to work when they were very young, and the two brothers could only live with their elderly grandparents in the countryside.

in 2015, zhang qingyang, who had just entered the online social platform, registered an account named "crazy little brother yang" on kuaishou, and became a short video creation expert.in the early days, the content of "crazy little brother yang"'s videos was very complex, involving practicing street dance, daily sharing, funny models, tricks, etc. it was not until the advent of a "self-trick" ink-exploding video that "crazy little brother yang" suddenly gained hundreds of thousands of fans.

in 2018, "crazy little brother yang" switched to the douyin platform for some reasons, but this unexpectedly became a turning point in his fate. with the "desperate weekend" series of family comedy short videos, "crazy little brother yang" became so popular on douyin and became a top celebrity on the douyin platform. he also achieved the feat of having over 100 million fans on douyin.

in 2020, "crazy little brother yang" began to test the waters of live streaming sales on douyin. at first, the conversion rate of "crazy little brother yang"'s live streaming sales did not match his extremely high number of fans. gradually, with his humorous live streaming style and innovative strategies such as "reverse sales", "crazy little brother yang" gradually gained a foothold in the live streaming e-commerce field and became douyin's top sales anchor.

radar finance noted that according to a screen recording video circulating on the internet, simba and xiao yangge had previously conducted a live broadcast. at that time, simba said during the live broadcast that when he met xiao yangge, the other party was 21 or 22 years old. xiao yangge replied that at that time he was less than 20 years old and had more than 1 million fans.

during the entire connection process, brother yang affectionately called simba "bage", and humbly said that the other party told him a lot of methods on how to use the internet at that time, and he always remembered them, "he is my teacher. i have only been in business for more than a year, and i have only been running the company for a year, but bage has been doing this for many years, and he will always be my role model."

simba also told xiao yangge not to be polite, saying that he was lucky to witness him graduate from college and become a top-level figure. at the same time, simba also spoke highly of xiao yangge's talent and potential, praising his video content for being very compact and watching his videos when he has nothing to do.

at the same time, simba also said that he is old and not as good at fighting as before. both himself and brother yang cannot escape the changing times, and more and more anchors will emerge in the future.

interestingly, although simba and xiao yangge were engaged in an extremely fierce "war of words" this time, radar finance discovered through tianyancha that three sheep (hefei) holding group co., ltd. and simba (xin youzhi) still have some business connections.

some internet observers believe that simba and xiao yangge, as leaders in the field of live e-commerce, both have a large fan base and a stable user base. from the perspective of commercial competition, the "war of words" between simba and xiao yangge is likely a strategic confrontation between the two sides in the fierce competition for live market resources, fan group attention and brand influence.

as market competition becomes increasingly fierce, top anchors often need to use various methods to increase or maintain their personal exposure and topic discussion, and thereby protect their e-commerce business positions.in this context, any event that can attract public attention may become an opportunity for them to compete for target users.

however, from another perspective, this "war of words" may also have a certain negative impact on the image and reputation of both parties. as the focus of public attention, the words and deeds of internet celebrities will be infinitely magnified and subject to scrutiny and judgment from all walks of life. if the dispute between the two parties is too sharp, or even involves inappropriate or offensive remarks, it is very likely to arouse public dissatisfaction and disgust, thereby damaging the public image of both parties, and further affecting their fan base and commercial value on which they rely for survival.