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huaer street reference · produced

author | zhao xiaoyu

editor | lin mo

1

simba’s live broadcast room has been banned, but there is material everywhere in the world that shows that he is still in charge.

simba's 100 million compensation live broadcast, originally scheduled for 8 pm on september 11, was banned under the attention of the public. but on the evening of the 11th, some netizens posted screenshots in the video comment section of simba's kuaishou account, saying that simba had paid the compensation. the transaction time was after 9 pm that night, the transaction amount was 9,000 yuan, and the payee was guangzhou xinyu network information co., ltd. tianyancha app showed that the company was a member of xinxuan group.

up to now, simba has not announced any news about the progress of compensation, and the authenticity of the screenshots of the funds posted by netizens is also questionable.

but maybe it’s not important whether it’s true or not, what’s important is the excitementwant.

since the war of words began on august 31, simba has been on weibo's hot searches 13 times, and the total number of readings of related topics has exceeded 1 billion.

according to xinkuai data, on the first day of simba's scolding (august 31), the cumulative gmv reached 185 million yuan, far exceeding the estimated gmv of more than 90 million yuan per game in the past 7 days.

and simba is not the only beneficiary of this excitement.

on the evening of september 7, when xiao yangge responded to the controversy during a live broadcast, his eyes turned red and he choked up and cried. immediately afterwards, the topic "xiao yangge cried" became a hot search and quickly exceeded 200 million views.

according to the data from bianyushi, on the day when xiao yangge cried (september 7), the gmv exceeded 150 million, and he also took the first place in the sales list of the day. this is also the best live broadcast of crazy xiao yangge's account in the past four months.

some shed tears, some threw money, and finally they all rushed forward together. 321 is the link for the families.

2

in fact, it is hard to say whether brother yang was really scared when he cried in front of the camera.

after all, he had seen simba start angry battles several times, and always ended humbly.

simba once criticized the platform and then apologized.

on april 20, 2024, simba cursed during a live broadcast, saying "kuaishou is a garbage platform," which led to the ban of his live broadcast room. on the evening of may 19, xinxuan group issued an apology statement on its official kuaishou account.

simba also criticized the brand and then apologized.

in september 2020, when simba was promoting honor mobile phones in a live broadcast room, he got angry because honor officials did not agree to give away earphones to fans who bought the phones, causing fans who bought the phones in the live broadcast room to return the products. only two days later, simba apologized to honor.

simba would occasionally argue with his colleagues and then apologize.

on september 18, 2022, simba blasted the then-popular oriental selection and dong yuhui, saying, "you sell a box of corn for more than 50 yuan. you have no conscience." two days later, simba bowed and apologized to oriental selection in the live broadcast room, saying, "i'm sorry, i'm too narrow-minded."

on the kuaishou platform, simba has repeatedly "fought" with many top anchors such as erlu and fangzhang, then said that "there was a misunderstanding", and then started a new war of words. the traffic increased with a back-and-forth battle.

simba himself was also suspected of selling fake bird's nests and then apologized.

on november 4, 2020, a consumer questioned that the instant bird's nest sold by simba's apprentice "shi da piaoliang" in the live broadcast room was "sugar water instead of bird's nest". simba responded by saying "i will sue these people for defamation even if i lose everything". the consumer who spoke out also revealed that he was cyberbullied. on november 27, simba issued an apology statement, admitting that "there was exaggerated publicity and the bird's nest content was less than 2 grams per bowl". on the evening of december 8, simba bowed to the user in the live broadcast room and apologized, saying "no one will never make mistakes in their life".

in the raging fire ignited by simba, it was the sales volume that was roasted red. in the end, he also harvested a relic of his "true character" in this fire.

3

question: why did simba, who is such a genuine and loyal person, suddenly turn against brother yang, with whom he once respected?

do you still remember the story of "kong rong giving away pears" when you were a child?

when kong rong gave the big pear to his brother kong bao and ate the small pear himself, the atmosphere was warm and warm, and it became a famous story for later generations.

a few years later, kong rong was accused of hiding kong bao's fugitive friend, and one of his family members had to bear the death penalty. although both of them expressed their willingness to die, it was kong bao who was beheaded in the end.

the same pair of brothers may show completely different attitudes when deciding between giving up the pear and giving up life and death.

during the 618 event in 2023, xiao yangge and simba had a live broadcast. during the process, xiao yangge repeatedly expressed his respect for simba, saying, "i have only been in business for more than a year, and simba will always be my role model." simba also smiled and wished the two yangges better and better. the atmosphere was warm.

at that time, the market size of the live broadcast e-commerce industry was still growing rapidly. according to iresearch consulting data, the scale of china's live broadcast e-commerce market has reached 4.9 trillion yuan in 2023, with a year-on-year growth rate of 35.2%.

public data shows that in 2022, the total transaction volume of xinxuan group reached 50 billion yuan, and the output value of three sheep live streaming sales was about 10 billion yuan in the same year. in 2023, the total transaction volume of xinxuan group reached 50 billion yuan, and the gmv of three sheep live streaming sales was about 16 billion yuan in the same year.

however, the pessimistic market situation this year has broken the harmonious atmosphere where both brothers were making money.

on simba's side, the total sales in the 2024 618 premiere were 1.427 billion yuan, which was almost half of the 2.6 billion yuan sales in the 2023 double eleven half.

as for brother xiao yang, the total sales during double eleven in 2023 was still between 350 million and 450 million. however, the sales volume and sales growth in the live broadcast room since 2024 have been sluggish, and brother xiao yang has not even warmed up for 618.

image source: cicada mom

according to data from iresearch, in the second quarter of 2024, the year-on-year growth rate of the transaction volume of china's live e-commerce market has dropped to 12.6%, the lowest in the past two years.

after this war of words that lasted for nearly half a month, regardless of whether the 100 million yuan compensation was really fulfilled as promised, the spectators will have a deeper impression:

simba ≈ "true nature", brother yang ≈ "selling fakes".

it must be approximately equal, brother yang is really selling fakes, but someone is also selling another kind of fake.