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on the evening of september 4, simba posted a message saying, "i have notified all channels of the company that anchors are prohibited from selling hairy crabs this year. i will not go live to sell goods in the near future, let alone hairy crabs. my channels and anchors will not sell them either. my anchors are not allowed to use this topic to generate traffic to sell any products."

at the same time, simba said: "i have decided to give three sheep a week. if three sheep still has no attitude towards consumers after a week, i will start to compensate for some products of three sheep consumers and provide after-sales service. tomorrow i will arrange to pay 100 million in cash to xinxuan's assistant until the compensation of 100 million is completed."

recently, simba blasted brother xiao yang during a live broadcast, saying that he was reported by brother xiao yang's team when he was selling hairy crabs, and accused brother xiao yang's team of having problems in quality inspection, after-sales service, and compensation attitude, implying that brother xiao yang's business model was imitating himself.

simba's fierce words in the live broadcast quickly triggered a response from xiao yangge's team. three sheep co-founder lu wenqing and ceo du gang said in the live broadcast that simba's behavior was "driving traffic without any bottom line."

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.