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the crazy xiao yangge live streaming incident has evolved from a personal feud and verbal dispute between him and simba, two top anchors, over low-price competition, to the focus of public opinion and false advertising involving the official joint investigation team and suspected "misleading consumers".

on september 17, the hefei high-tech zone market supervision and administration bureau issued a situation report: recently, the "hong kong meicheng mooncakes" sold by three sheep network technology co., ltd. through live streaming has attracted attention. three sheep network technology co., ltd. is suspected of "misleading consumers" and other behaviors in the live broadcast. a case has been filed for investigation and will be handled in accordance with the law based on the results of the investigation.

the official wechat public account of the hefei municipal market supervision administration released a situation report on the 19th. in response to the recent issues involving three sheep network technology co., ltd. reflected on the internet, the hefei municipal market supervision bureau has established a joint investigation team with the bureau of commerce, public security bureau and other departments to investigate and handle the matter in accordance with the law and regulations, and resolutely safeguard the legitimate rights and interests of consumers.

although the final punishment has not been finalized, it has become a lose-lose situation. simba's kuaishou account live broadcast privileges were blocked, and crazy little yang ge lost both fame and fortune, suffering heavy losses. according to chan mama data, the total number of fans of "crazy little yang ge" douyin account has dropped from 120 million on september 1 to 117 million on september 17, a loss of 3 million fans in 20 days, and is still losing fans at a rate of 200,000 to 300,000 per day.

although the accounts under the three sheep were suspended for one day and then resumed live broadcasting, some of the live broadcast rooms were almost all negative reviews, with doubts such as "it's not closed yet", "it's against the wind", and "why is it still broadcasting? it's really lucky" floating in the comment area. even the douyin platform was questioned for its inaction and did not impose any punishment on the crazy little yangge account.

no matter what the final punishment is, the lost reputation and goodwill have made it difficult for crazy brother yang to escape unscathed.

the story of "a piece of mooncake toppled the douyin celebrity with 120 million fans" is still continuing to ferment.

on the eve of the mid-autumn festival, crazy brother yang, who was selling meicheng mooncakes in the live broadcast room, went from being a hot topic to a sales failure. according to crazy brother yang's introduction in the live broadcast room, "meicheng mooncakes are a high-end brand in hong kong. each one is made by a michelin master. you have to queue up in hong kong to buy them, and they cost 238 yuan per box." the endorsement of hong kong stars such as the three sheep and eric tsang has made meicheng mooncakes as well-known as the well-known hong kong brand maxim's mooncakes. as a result, the sales of this mooncake in a few live broadcasts reached 50 million yuan.

according to chanmama data, the commission for meicheng mooncakes is 1%. if calculated based on this, the commission income of the three sheep event is 500,000 yuan.

it was originally an ordinary live broadcast with goods, until some consumers discovered that "meicheng mooncakes are not produced in hong kong" and "there is no such store" in hong kong. the product packaging information posted by netizens shows that this meicheng mooncake is printed with the words "hong kong meicheng food group co., ltd." and the brand operator is "guangzhou meicheng food co., ltd.". there are two manufacturers, guangzhou meicheng food technology co., ltd. and foshan meicheng food co., ltd., which are not produced in hong kong. moreover, the price is not really given to "family members" (consumers). the sales price on other e-commerce platforms is 59 yuan for three boxes.

the "family" of the three sheep realized that they had been misled and deceived. under the video posted by crazy brother yang's douyin account in august, there are still consumers leaving messages to vent their anger: "thank you for reducing the price of our mooncakes from 59 to 169", "i'm really worried that he will get through it again this time."

faced with the surging public opinion, three sheep chose to deal with it coldly. whether it was being questioned about selling fake moutai, or selling trough meat exposed by cctv 315, or this time's counterfeit "hong kong mooncakes", three sheep did not publicly respond to compensation like other top anchors did.

the after-sales channel previously disclosed by three sheep, "three sheep online after-sales", was asked on its official account on douyin whether mooncakes could be refunded or compensated three times for fake products. the customer service only replied, "we are very sorry to bring you an unpleasant shopping experience. your feedback will be promptly and synchronously responded."

the cold treatment seems to have aroused greater anger. voices such as "the three sheep cannot solve the crisis by dragging their feet and hiding", "the three sheep should stop playing word games", and "keeping silent will not evade responsibility" are rampant.

apart from the cold treatment of after-sales compensation, it is understood that the rest of sanzhiyang is still operating normally and employees are working normally. on the recruitment platform, sanzhiyang group's recruitment is still going on normally. even though it has been at the center of public opinion recently, there are still people going to sanzhiyang headquarters for interviews. a former sanzhiyang employee said that after all, sanzhiyang's benefits are better than other companies in hefei. in fact, the so-called good benefits are actually just five insurances and one day off.

the account matrix of three sheep only stopped broadcasting for one day, and then resumed live broadcasting one after another. in addition to the negative reviews in the live broadcast room, its brand cooperation also seems to have been affected. on september 20, the live broadcast room of "three sheep network" sold xiao yang's selected special products, while the live broadcast room of "crazy xiao yangdi (three sheep store)" only had four product links, and the four products were from the same brand called "qigutang".

three sheep previously set up branches in various places. it is understood that the hangzhou three sheep headquarters is still under normal renovation. some netizens broke the news that the shenyang branch of the three sheep group "has long been deserted"; the office space of the shanghai branch is currently in a state of no construction; and the xiamen three sheep is unmanned.

it only took one year from the top to the collapse of the brand.

last year, crazy little yang ge and three sheep were still proud of their existence. they were selected as the annual headquarters enterprise in hefei and paid about 700 million yuan in taxes in two years. according to public data, in 2022, the output value of three sheep's live streaming sales exceeded 10 billion yuan, operating service income was 860 million yuan, and tax payments were as high as 250 million yuan. in 2023, the output value of three sheep's live streaming sales will exceed 30 billion yuan (china entrepreneur reported that the gmv in 2023 was 16 billion), operating service income could reach 1.5 billion yuan, and tax payments are expected to exceed 450 million yuan.

according to third-party data, the gmv of live streaming sales for the account "crazy little yangge" has reached nearly 8 billion yuan since 2022. even though he was at the center of public opinion in september, his single live streaming sales gmv on september 7 set a record high of 150 million yuan.

the business is getting bigger and bigger, and the business map has expanded from personal funny ip to live streaming, slicing, live training, short dramas, self-built supply chains, and going overseas. through direct or indirect shareholding, three sheep (hefei) holding group co., ltd. has actual control over 42 companies. among them, the slicing business is talked about by three sheep: in 2022, more than 11,000 people obtained slicing authorization from the three sheep network, with an average income of 17,000 yuan per person, and slicing sales revenue has reached 187 million yuan. in 2023, three sheep expects that both authorized accounts and average income per person are expected to double, and sales revenue may reach 680 million yuan.

while making money, they also expanded generously: spending 100 million yuan to buy the three sheep live building in hefei; spending 30 million yuan to hold the "xiao yang's selected stars concert" at the hefei olympic sports center; and even going beyond hefei, extending their tentacles to hangzhou, shanghai, xiamen, hong kong and other cities across the country. when the three sheep hong kong branch opened, eric tsang, kenny bee, benny chan and other hong kong stars appeared at the opening ceremony to support three sheep. at that time, many people in the industry analyzed that three sheep might be able to catch the ride of listing in hong kong.

crazy xiao yangge's personal wealth has also risen rapidly. according to the 2023 top 50 net income of online anchors announced by the guangdong e-commerce summit forum, crazy xiao yangge topped the list with an annual income of 3.2123 billion, surpassing anchors simba and li jiaqi (3.0553 billion and 2.2725 billion yuan). regardless of whether the data is true or not, he has completely completed the counterattack from grassroots to entrepreneur.

crazy xiao yangge's personal narrative is that he is a grassroots counterattack, a typical case of success in the secular sense. born in the 1990s, he is not yet 30 years old this year. he is riding high and making rapid progress.

a former employee of three sheep told tech planet that he was really happy at three sheep in the past, and everyone was just creating happiness. brother yang is indeed a live broadcast genius, and every time a celebrity is a guest, it is very fun. it's just that as the company gets bigger and bigger, it becomes complicated. another former employee said that the welfare benefits of three sheep are ok, much better than other companies in hefei. the atmosphere of the anchor team is not bad, and it is generally more formal. after all, there are about 2,000 employees at the headquarters.

if there had been no mooncake incident and no verbal dispute with simba, three sheep would have followed its normal development trajectory. even if the growth rate of douyin's e-commerce slowed down and the dividends of live streaming sales peaked, it would have been expected to surpass oriental selection and yihui xingxing and maintain its position as the number one live streaming sales force on douyin.