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on september 9, professional counterfeiter wang hai revealed that the company that produced the original beef rolls called "xian duo yu" that was promoted by crazy brother yang was punished by the government for "false advertising". 42,000 consumers bought this product in brother yang's live broadcast room. if the rule of "10 times compensation for fakes" is followed, the company must pay 42 million yuan in compensation to consumers.

however, so far, brother yang has not made any substantial compensation.

the affiliated company of "xian duoyu" is hubei xian duoyu network technology co., ltd., which was established in march 2023. in just over a year, it has been able to cooperate with brother yang. obviously, this is a so-called "supply chain enterprise" that specializes in live streaming. according to official information, in july this year, the company was fined 500,000 yuan by the market supervision and administration bureau of qingshan district, wuhan city, hubei province.

what is the reason? it is because the so-called "original cut beef rolls" produced by the company are synthetic spliced ​​meat, but when xiao yangge was live streaming, it was called "original cut meat". in december last year, the regulatory authorities received a large number of complaints accusing the product of being synthetic meat, and then punished the company.

it is understood that "xian duo yu" reached a cooperation agreement with sanzhiyang company for bringing goods soon after the company was established. it is worth noting that "xian duo yu" only started looking for manufacturers after signing the contract, that is, doing oem business. it can be seen that this company has no accumulation in the corresponding industry at all, and does not have the qualifications for quality control. it only has this business because it can connect with brother xiao yang.

subsequently, xian duo yu agreed to produce "quick-frozen prepared food" by looking for a factory to process it. the product commissioned to be produced was called "australian grain-fed beef roll", with a unit price of 89.9 yuan. the ingredients included "beef, water, compound moisture retainer", etc. in fact, it was synthetic meat.

however, when the product was brought to the crazy brother xiao yang's live broadcast room, it was declared as "original cut meat" rather than processed meat, and the product was described as "not synthetic, not water-injected, not spliced, not pickled, and zero additives". after brother xiao yang brought the product, the sales volume totaled 42,811 orders, with a total amount of more than 3.87 million yuan.

the penalty notice issued by the regulatory authorities emphasized that the party concerned knew that it was "processed meat" but advertised it as "original cut meat", focusing on promoting its "no additives" attribute, which was intended to mislead consumers and violated the provisions of the "anti-unfair competition law".

from this example, we can see the model of "cutting leeks" by the crazy xiao yangge live broadcast. many "three-no products" have achieved sales only by cooperating with xiao yangge (or other live broadcasters).

a single example reveals the whole picture, and brother yang’s “routine” is obvious - but why do they dare to cooperate on meat products with a company that has only been established for a few months?

of course, this is a common trick in the live streaming industry. it is not the first of its kind, nor will it be the last. in fact, in addition to pitting his "family", xiao yang has repeatedly fallen into negative news, especially the recent quarrel with simba, another top anchor, which exposed his private life - which was shocking.

but this is not the most fatal thing.

-1-

brother yang has been both glorious and gloomy recently.

in august, the subsidiary three sheep opened a branch in hong kong and hired eric tsang as a partner. at the opening ceremony, a large group of hong kong stars attended, which gave it a taste of the "luxury banquet" in the 1990s. it has been a long time since hong kong has been so lively. brother yang has brought this long-silent island back to life with his own efforts.

after the establishment of the hong kong company of three sheep, it immediately set up an operation team in the mainland and established "yangyang jingtong media co., ltd." in shenzhen, with agent and actor wang xueyan as the managing director. the latter has served as the agent of some old hong kong stars and is familiar with hong kong entertainment figures. it is probably because of this person that xiao yangge and zeng zhiwei got in touch.

the best views are on the top of the mountain, but you still have to make money by selling goods.

in the past, the mainland celebrities who were treated as guests of honor by the celebrities of oriental pearl tower were the "magic rock three" or cui jian. now, it is brother yang. the development of the times always crushes countless ideals.

money is the only way to go. in terms of bringing goods, crazy brother yang has long been the "number one".

the term "big brother" or "big sister" originated in hong kong and was pioneered by tvb where eric tsang works. nowadays, people like eric tsang are happy to be around big brother. this admiration for the strong is quite consistent with eric tsang's usual appearance.

but, brother yang became famous earlier.

two years ago on double eleven in 2022, when his fans on douyin exceeded 100 million (perhaps to avoid attracting attention, xiao yangge’s douyin only showed 99.99 million+ fans), he was already a superstar.

on the eve of double 11 in 2023, xiao yangge's presence was particularly strong because he had fully turned to live streaming to sell goods this year and joined the melee of "emptying the wallets of netizens". this melee scene was particularly intense when double 11 was approaching, and it was appropriate to adapt a poem to describe it:

celebrities and internet celebrities are competing to see who can win the netizens' wallets.

xiao yangge’s influence has long been a top traffic in today’s online space where internet celebrities are everywhere. one of the keys to his survival is:

down to earth.

there is nothing wrong with being "down to earth" and there is nothing wrong with being "down to earth". however, netizens are not "wild boars". even if they cannot eat fine bran, it does not mean that they can only eat "dirty and rotten garbage". that's right, all of xiao yangge's past short videos are vulgar and lame, acting crazy and stupid, with no nutrition and no ideas. the shift to live streaming is also characterized by being "vulgar to the bone", with a strong underworld color, and is euphemistically called "creating effects".

when brother yang was live streaming, he made all kinds of vulgar remarks like "brushing teeth with a toilet brush" and trying on women's underwear in public. when promoting women's sanitary napkins, he claimed that he wanted to "take a look at the buyers' shows" and "allergies in sensitive parts need to be confirmed by taking photos", and other remarks that insulted women.

not to mention, the selling methods in his live broadcast room are suspected of "price fraud" - many netizens have reported that the "lowest price" mentioned by brother yang is actually not lower than that of other e-commerce platforms, and may even be higher.

as a super internet celebrity with over 100 million fans, he is no different from any other live streaming anchor. on the contrary, his shortcomings are even worse.

therefore, it is not surprising that the anchors under the company "three sheep" controlled by xiao yang have all turned on the vulgar mode - this is the consistent "style" of xiao yang brothers. among the anchors under his company, the first one to bear the brunt is the female apprentice "red light yellow", whose usual crazy image has repeatedly attracted people's attention.

last october, "yellow of the traffic light" promoted a high-end cushion brand with a hideous face and disheveled hair, which made the international high-end look like street stall goods. what particularly displeased female netizens was that the disrespect for women was so obvious that it aroused public anger. in the end, he had to apologize.

however, from the words between the lines of the apology and the style that continued afterwards, it was shown that they didn't care at all.

-2-

during the live broadcast on the evening of september 7, brother yang cried.

this was his dark moment.

in addition to the overwhelming amount of vulgar accusations, he had something even bigger to deal with - a fight with simba.

this was a war of words that was like a street crab fight. it started with a crab but turned into a wu xiubo-style farce.

however, it is difficult for us to tell who is right and who is wrong, and we do not want to quote rumors, let alone explore the authenticity of hot searches such as #小杨哥出弊#.

simba and xiao yangge, the two top influencers, belong to different platforms. to some extent, this is the result of a secret competition between douyin and kuaishou. it is not easy to explain it in a few words.

as for brother xiao yang, he is not afraid of the so-called accusations. he is not afraid of being criticized repeatedly and never changing. before this, too many people were willing to tolerate the vulgarity of brother xiao yang and his apprentices, or enjoy this atmosphere. otherwise, it is difficult to understand why they can be so unscrupulous.

the reason why they don’t care comes from the fact that they have a strong fan base.

according to china entrepreneur, the gmv of three sheep in 2023 was 16 billion yuan, 1.5 times that of the previous year; in the first five months of this year, gmv increased by 97% year-on-year. in 2022, the total transaction volume of the entire company "three sheep" on douyin was close to 6 billion yuan, and the net income reached 860 million yuan, with 200 million yuan in taxes alone.

it is hard to blame the public for their obsession with ugliness. in the "information cocoon" with 700 million monthly active users, half of them may not escape the "fate" of being controlled by algorithms.

vulgar and vulgar words and deeds are minor matters. what is even more outrageous is that the father of xiao yangge (a public figure to some extent) who often appears in their works once sent his private photos to the community homeowners group, causing an uproar. if this was done by an artist, he would have died socially long ago and would have been immediately put on the bad record list.

but, they were fine.

however, the "fight" with simba involves an ethical drama that is specious but eye-catching. can brother yang get away with it this time?

it seems that he can no longer hold back. overnight, xiao yangge lost 1 million fans.

perhaps, this is why he immediately shouted "321 link" after he shed tears in the live broadcast room on the night of september 7. "song ci" says -

when it comes to cutting leeks, all i can shed are tears.

-3-

in fact, vulgarity and false propaganda are just appearances. the three sheep controlled by the big and small yang brothers are valued at hundreds of billions, but there is a suspicion that they do not provide social security for their employees. if you still remember that in may, the social security number of employees of the company of another big internet celebrity "seven orangutans" was zero, then brother yang may be exactly the same.

the main body of "three sheep" is "three sheep (hefei) holding group co., ltd.", which has 10 wholly-owned subsidiaries (100% shareholding enterprises). among them, "hefei three sheep network technology co., ltd.", "hefei three sheep big data operation co., ltd.", "hefei three sheep brand marketing management co., ltd." and "hefei xiao yang zhenxuan supply chain management co., ltd." are the core, corresponding to the mid-stream, upstream and downstream operations of live streaming e-commerce.

according to verification by "wen yu chun qiu", the total number of employees covered by social security in 2023 by three sheep's affiliated companies is about 500 (affiliated with several companies), and "three sheep network technology" has the largest number of employees, with 275 people.

however, in august 2023, xiao yangge once said personally that his company paid 50 million yuan in wages every month (this matter was also on the hot search). later, xiao yangge explained that the 50 million yuan included the salaries of more than 9,000 editors who were not in an employment relationship.

so, how much do more than 9,000 online editors spend every month?

according to official data from three sheep, more than 11,000 people obtained the slicing authorization of the three sheep network in 2022, with an average annual income of 17,000 yuan per person. in other words, the average monthly income of these slicing editors is 1,416 yuan. assuming that there is an increase in 2023, reaching an average monthly salary of 1,500 yuan per person, then even if there are 10,000 editors, the maximum monthly payment is only 15 million yuan. therefore, the remaining 35 million should be the income of the official employees of three sheep.

35 million in expenditure, 500 employees, and an average monthly salary of 70,000 yuan per person - obviously, this is unimaginable in hefei, anhui. from the recruitment platform, we can see the salary standards of three sheep - ordinary employees are basically below 10,000, and the highest for anchor positions is 20,000. and well-known anchors such as xiao yangge and huang deng of hongludeng should have a high share of the goods brought in, which should not be included in the monthly salary.

even if we calculate based on an average monthly salary of 20,000 yuan per person (the average monthly salary of a large company like alibaba is only 20,000-30,000 yuan), excluding the cost of editors, the number of direct employees of three sheep should be 1,750 (if the average monthly salary is 10,000 yuan, this number should be doubled). however, in 2023, only 500 people in three sheep will pay social security. what about the remaining 1,200 people?

not providing social insurance for employees, or hiring regular employees on a non-contract basis, deprives workers of their legal rights and interests, and is suspected of tax evasion. if there are really 1,200 employees with a monthly salary of 20,000 yuan who do not pay social insurance, then the company will "save" a lot of social insurance fees - the monthly social insurance fee for a single person is about 4,000 to 5,000 yuan, which is more than 57 million yuan per year.

correspondingly, simba, who is of the same size as xiao yangge, has 1,046 employees paying social security at xinxuan network technology co., ltd. in hangzhou, and xinxuan group, to which simba belongs, has 400 to 500 employees at its headquarters in guangzhou, totaling more than 1,500 people. this number of employees should be reasonable.

another leading live streaming company, wuyou media, has 1,196 employees at its hangzhou headquarters (with traceable social security information) and 216 employees in shanghai, with a total of more than 1,400 employees in the two locations alone; and the listed company "jiao ge pengyou" also disclosed in its financial report that as of the end of june this year, the number of employees reached 1,563 (the company's gmv in 2023 was 12 billion, 4 billion less than three sheep).

therefore, considering the number of employees in companies of similar size, sanzhiyang only has about 500 insured employees, which is indeed abnormal.

according to a report by jiemian news on september 5, sanzhiyang currently has about 3,000 employees - we have no way of knowing the basis for this, but this number of employees does match their gmv of 16 billion. however, if there are really more than 3,000 employees, why is it not reflected in the social security data?

so, tax avoidance?

previously, xiao yang claimed to be extremely strict about taxation. he once said on the show: "too many people came to me and said they would help me avoid taxes and save a little, but we knew we couldn't do it. when they called me to talk about this, they hung up immediately and blocked me."

in addition, brother yang has repeatedly emphasized the employment of disabled people in the past - solving the employment problem of this group. various signs show that he has been establishing a certain persona: a responsible and conscientious internet celebrity who also has a sense of righteousness.

but now, can you trust him?

when simba claimed that he would pay 100 million yuan to compensate xiao yangge's consumers, and when luo yonghao implied that three sheep "played dumb and got away with it time and time again when problems arose", the trust foundation of this super live-streaming star had already collapsed.

brother yang needs to explain where the 50 million monthly salary is paid? he must clarify whether a large number of employees of three sheep are not covered by social security? he also needs to clarify why false advertising of the products is so common? how do you control the products?

these things are more worthy of questioning than whether he cheated or not.

【references】
jiemian news: simba and the three sheep had a dispute over "crabs", and the live broadcast industry is frequently involved in "war of words".
chinese entrepreneurs: douyin sells goods worth 10 billion yuan, revealing the crazy xiao yangge and the company behind him
new yellow river: simba questions the gmv of three sheep in 2023, claims to have sold 2.7 billion yuan on 818
e-commerce news: xiao yangge's cheating became a hot topic, and his dark history was exposed
investment community: is "little brother yang" lost in the second half of selling products?
blue whale finance: brother yang hired a "clone" for 50 million yuan, and the salary of 10,000 editors was only a few dozen yuan.