did mooncakes “trip up” the wildly expanding “three sheep”?
2024-09-19
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original title: mooncakes “trip up” the crazy expanding “three sheep”?
affected by the "mooncake storm", the top accounts of "three sheep" company basically stopped live streaming and selling goods, and crazy xiao yangge lost nearly 3 million fans in 30 days
crazy xiao yangge's fan trend in the past 30 days. screenshot of chan mama's platform
the crazy xiao yang ge (zhang qingyang), who had been making great progress all the way, failed because of the mooncake.
affected by the "mooncake incident", the top accounts of three sheep network technology co., ltd. ("three sheep") basically stopped live streaming and selling goods, and they are also losing fans like crazy. as of september 18, crazy xiao yangge lost nearly 3 million fans in 30 days, and the current number of fans is 117 million.
since joining douyin in 2018, crazy xiao yangge has exceeded 100 million fans in more than four years. since then, the territory has continued to expand, and the headquarters base of three sheep has been built. the live broadcasting business has extended to overseas markets and has crossed over into the fields of culture, tourism and entertainment. however, in recent years, while the live broadcasting business has ushered in its highlights, it has also frequently failed, exposing problems such as the inappropriate words and deeds of live broadcast e-commerce marketers.
mooncake controversy
crazy xiao yangge lost nearly 3 million fans in 30 days
recently, multiple live broadcast accounts under "three sheep" recommended meicheng black truffle lava custard mooncake, which was operated by guangzhou meicheng food co., ltd. during the live broadcast, crazy brother yang called meicheng mooncakes "high-end mooncakes, hong kong mooncakes."
on september 18, a beijing news reporter searched the e-commerce platform and found that the link to the meicheng mooncakes on the taobao store named "meichengli flagship store" had been removed, and the store was no longer selling related products. on the store homepage, product pages such as "meicheng black truffle lava custard mooncake" were still visible, but with a prompt that "the product has been removed from the shelves."
on the douyin platform, accounts related to "three sheep" are the main force in bringing in meicheng mooncakes. according to chanmama data, in the past 30 days, the sales of black truffle lava milk yellow mooncake gift boxes from the meichengli official flagship store were 25 million to 50 million, and the top-selling expert account was three sheep network, accounting for 30.57%. in the only live broadcast event of crazy xiao yangge in september, the two products on the shelves achieved sales of 250,000 to 500,000 and 25,000 to 50,000 respectively.
on september 17, the hefei high-tech zone market supervision and administration bureau filed a case against three sheep network technology co., ltd. for suspected "misleading consumers" and other behaviors in live broadcasts. on that day, except for xiaoyu women's wear (three sheep), the top accounts of three sheep, including crazy little yangge, three sheep network, seven bosses (three sheep), and crazy little yangdi (three sheep), did not start broadcasting. among them, three sheep network interrupted its continuous live broadcast record since september. on september 18, crazy little yangdi (three sheep) started broadcasting. according to chan mama data, the sales of this live broadcast were between 1 million and 2.5 million.
affected by the "mooncake incident", the top account of "three sheep" has lost a significant number of fans. according to chanmama data, as of press time, crazy xiao yangge has lost nearly 3 million fans in 30 days, and the current number of fans is 117 million; three sheep network has lost more than 150,000 fans in 30 days, and the current number of fans is 11.357 million.
the road to expansion
food and beverage "supports" performance and frequently crosses industries to "attract fans"
a reporter from the beijing news found that over the past month, the categories of goods sold through live broadcasts by the top accounts of "three sheep" have mainly been food and beverages.
according to chan mama's statistics, in the past 30 days, three sheep network has broadcast 69 shows, with cumulative sales of 25 million to 50 million; crazy little yang ge has broadcast 4 shows, with cumulative sales of over 100 million; crazy little yang di (three sheep) has broadcast 19 shows, with cumulative sales between 1 million and 2.5 million. among them, the categories with the most products on the shelves of three sheep network and crazy little yang ge and the best-selling categories are food and beverages, accounting for 31.15% and 34.91%, and 42.68% and 53.95% respectively.
zhang qingyang once stated at the 2023 douyin e-commerce author summit that after starting his douyin journey, the gears of his destiny began to turn.
in february 2018, crazy xiao yangge uploaded his first short video on douyin. on november 1, 2022, his number of fans exceeded 100 million, becoming one of the few accounts with more than 100 million fans.
in march 2021, zhang qingyang, zhang kaiyang and their partners established hefei three sheep network technology co., ltd., and in september of the same year, they announced the official launch of douyin e-commerce live streaming. the following year, three sheep (hefei) holding group co., ltd. was established. after its establishment, the company invested in and controlled hefei three sheep network technology co., ltd. in april 2022, hefei leader culture media co., ltd. was established. the shareholders are zhang qingyang and zhang kaiyang, who are currently the controlling shareholders of three sheep (hefei) holding group co., ltd.
according to the official website of the yaohai district government of hefei city, the output value of live streaming sales of hefei three sheep network technology co., ltd. in 2022 exceeded 10 billion yuan, operating service income was 860 million yuan, and tax payments were 250 million yuan. it is expected that the output value of live streaming sales in 2023 will exceed 30 billion yuan, operating service income will reach 1.5 billion yuan, and tax payments are expected to exceed 450 million yuan.
starting from july 2023, "three sheep" will start its global layout. in august this year, three sheep announced the signing of a global strategic cooperation agreement with jitu express to accelerate the layout of southeast asian and global market business. according to three sheep, the overseas business of three sheep group has now extended to singapore, malaysia, thailand, vietnam, the united states and other markets.
in addition to live streaming, "three sheep" is also trying to cross borders. in terms of culture and tourism, in november 2023, "three sheep" held the xiao yang zhenxuan stars concert at the hefei olympic sports center, with more than 65 million people participating online and offline. in may this year, "three sheep" co-organized the dxyg-vac electronic music festival.
"three sheep" has also entered the short drama track. in april 2024, the three sheep theater announced the start of short dramas, with many internet celebrities under the "three sheep" participating in the performance. one of the producers is hefei sanhua film and television media co., ltd. according to tianyancha information, the company's registered address is in the same building as three sheep (hefei) holding group co., ltd. at present, there are still 6 paid short dramas being broadcast under the douyin account of the three sheep theater.
regulatory challenges
livestreaming sales have repeatedly failed, greatly reducing the trust in e-commerce
the "three sheep" that have been advancing rapidly all the way have also been caught up in public opinion storms many times in recent years.
since the beginning of this year, the foods sold by "three sheep" have been named and called out many times. first, it was exposed by the 315 gala that "yuhuiyuan braised pork with preserved vegetables" was suspected of illegally using trough meat as an ingredient, and then it was exposed by wang hai that wuchang rice, original cut beef rolls and other products were counterfeit.
the beijing news reporter noted that in the "mei cai kou rou incident", "three sheep" expressed its position by prepaying the refund. in the "moutai liquor incident" in june, "three sheep" promised to pay compensation in advance if the official identification of the product was a counterfeit.
on september 18, in order to determine whether there was a corresponding solution for the meicheng mooncakes sold by "three sheep", a beijing news reporter consulted the customer service of the meichengli official flagship store on the douyin platform as a consumer. the other party stated that it did hold a legal and compliant production license and related qualifications issued by relevant national agencies. if consumers see a special promise of "three times the compensation for fake products" on a live broadcast or social platform by a certain anchor, it is recommended to contact the anchor or influencer directly for confirmation and processing.
the beijing news reporter immediately consulted the customer service of three sheep network, but the other party did not respond directly, but only said that they would provide timely feedback on related issues.
in recent years, live streaming has made anchors such as li jiaqi, wei ya, simba, and xiao yangge famous. as one of the core elements of live streaming, anchors' related behaviors have also attracted attention from many parties. with the overheating of the market and the intensification of competition, live streaming e-commerce has also exposed a series of problems. false propaganda, product quality problems, data fraud and other chaos have occurred frequently, which has greatly reduced the audience's trust in live streaming e-commerce.
as early as april 2021, the cyberspace administration of china, the ministry of public security, the ministry of commerce and other seven departments jointly issued the "internet live marketing management measures (trial)", which will come into effect on may 25, 2021. among them, it requires live broadcast room operators and live broadcast marketing personnel to abide by laws and regulations and public order and good customs, and publish product or service information truthfully, accurately and comprehensively. in 2023, relevant departments have timely supplemented compliance guidelines for new risks arising from the development of the live broadcast e-commerce industry, such as "minimum price agreements" and "digital anchors", to further protect the rights and interests of downstream consumers.
according to iresearch, the scale of china's live e-commerce market will reach 4.9 trillion yuan in 2023, a year-on-year growth rate of 35.2%. compared with the early stage of the industry's development, the industry's growth rate has declined to a certain extent, but it is still releasing growth signals. iresearch predicts that the compound annual growth rate (cagr) of china's live e-commerce market scale will be 18.0% from 2024 to 2026. the industry will show a steady growth trend in the future and enter a refined development stage.
"industry governance has two means: one is institutional constraints, and the second is technical supervision." ouyang rihui, deputy director of the china internet economy research institute of the central university of finance and economics, said that as an internet platform, social benefits should be put first and social and economic benefits should be unified. not only should profit pursuit be achieved, but the main responsibilities of the platform should also be implemented. this is a correct business philosophy and will create a win-win situation.
