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in the internet public opinion field, @疯狂小杨哥 has almost been defeated again and again.

the storm of public opinion began in early september when simba proactively "declared war" on xiao yangge. this cross-platform drama climaxed with simba announcing that he would compensate consumers in xiao yangge's live broadcast room at his own expense of 100 million yuan. before public opinion had subsided, meicheng mooncakes sent xiao yangge back to the center of the storm.

under the storm, cracks appeared in the live e-commerce empire of crazy xiao yangge: after the hefei municipal supervision bureau announced the launch of an investigation on september 17, the top anchor accounts under xiao yangge, such as @嘴哥, @卓仕琳, @七老板, and @陈意礼, were completely suspended. officially authorized accounts such as @三只羊网络 resumed broadcasting despite pressure from public opinion, but the barrage was filled with curses, and the anchors quickly turned on the featured mode.

in addition, many influencers have left the scene: the shenyang branch of three sheep was found to be deserted, and @李炮儿, who once served as the chairman of the shenyang branch, clarified that he had terminated his contract with three sheep in april this year; in may, another internet celebrity @玲爷 also announced the termination of his contract; in this mooncake storm, the internet celebrity niurou ge quietly left the scene. recently, the outspoken lu wenqing, who is suspected to be a senior executive of three sheep, has dragged the female anchor of the company into another crisis.

of course, it's not just brother yang, many other top anchors suffered a setback during this mid-autumn festival, showing the side of a "grassroots team". opaque pricing mechanisms, unstable supply chain control, and endless rollover incidents, under the superposition of many factors, the big anchors collectively fell into controversy.

average daily loss of fans: 20w+

xiao yangge's live broadcast room crashed again

according to kass’s observation, since the incident was exposed on september 12, @疯狂小杨哥’s douyin account has lost more than 2 million followers as of the time of writing this article. this speed of losing followers is considered fast among the “internet celebrity crashes” that have occurred over the years. especially for xiao yangge, who is a super anchor,the "mooncake incident" not only directly led to the loss of millions of real active fans, but also seriously damaged the reputation and trust he established among consumer groups.

looking back at the whole incident, the trigger originated from the eve of the mid-autumn festival, when a netizen expressed his dissatisfaction on the social platform with the so-called high-end hong kong mooncake brand, hong kong meicheng mooncake, which he bought in xiao yangge's live broadcast room. the netizen pointed out that the origin information marked on the mooncake packaging was guangzhou and foshan, not "hong kong mooncake" as mentioned in the live broadcast room promotion, and accused xiao yangge of not making a clear explanation during the live broadcast, suspected of false propaganda. even when he contacted customer service to apply for a return, the other party refused.

with heated discussions among netizens, this incident quickly attracted widespread attention. several agents of meicheng mooncakes spoke out one after another, further confirming that the actual production place of meicheng mooncakes is not in hong kong, but only its trademark is registered in hong kong, and there is no physical store in hong kong.

for a time, #hong kong mooncakes with monthly sales of 50 million yuan are not available in hong kong# became a hot topic, and netizens’ condemnation of brother xiao yang became increasingly intense, with everyone criticizing him from all angles.

some people have repeatedly savored the clip of brother yang selling mooncakes to hong kong actor eric tsang in the live broadcast room, especially when brother yang said, "meicheng is a big brand, you have to queue up to buy it in the store." many netizens were amused by eric tsang's expression, saying that "this is the first time i saw a clear and stupid look on eric tsang's face," and teasing that he was "the only hong kong product" in the live broadcast room.

image source: internet

some people said that when they were in the live broadcast room, they heard brother yang use words such as "no. 1 in national sales" and "mixed by michelin masters" in promotion many times, but there was no actual evidence to confirm it, which was suspected of violating the "advertising law"; others found the past sales records of the mooncakes and discovered that this mooncake, which claimed to be priced at 238 yuan a box on a daily basis, originally cost 59 yuan for three boxes on e-commerce platforms such as taobao. however, after cooperating with "three sheep", the price was greatly increased to 169 yuan for three boxes. the price in the live broadcast room was not only not the "lowest price", but was also marked up by nearly 3 times.

well-known counterfeiter wang hai also pointed out in a media interview that the labeling of the "black truffle lava sauce" repeatedly emphasized by xiao yangge by "hong kong meicheng mooncakes" does not meet food safety standards. the packaging only indicates that the amount of black truffle lava sauce added is greater than or equal to 2%, and does not indicate the actual content of black truffle. this can easily mislead consumers into thinking that this mooncake uses a lot of black truffles, which does not comply with relevant regulations. according to article 148 of the food safety law, consumers should be given a "refund of one and compensation of ten".

however, even though the incident has been exposed for more than ten days, facing the accusations of netizens, "three sheep" or xiao yangge has not made any public positive response.they only refused returns in private messages with users on the grounds that the "seasonal products" had no quality issues and were not subject to the "7-day no-reason return" clause, and seemed to want to continue using the cold-treatment approach they had adopted in the past when facing disputes.

image source: internet

this time, the anger of netizens is obviously not so easy to calm down. on september 14, the guangzhou huadu district market supervision bureau responded that it had paid attention to the online discussion about meicheng mooncakes and the regulatory authorities had intervened in the investigation. on september 17, the hefei high-tech zone market supervision bureau also stated that it had filed a case to investigate the suspected misleading behavior of the "three sheep" live broadcast.

the latest news shows that on september 18, the guangzhou huadu district market supervision and administration bureau issued a report on the situation involving meicheng mooncakes, stating that "no illegal activities have been found so far" in the business operations of the company, that the brand authorization and commissioned processing procedures are compliant, and that there are no abnormalities in recent supervision and inspection and food testing.

but then the authorities removed the notice, saying that some of the content needed to be modified, so the notice was temporarily withdrawn. the investigation of "three sheep" by hefei has not yet been concluded, but based on the current situation faced by three sheep, some lawyers believe that "three sheep may be heavily fined 5 times its turnover, or even have its business license revoked."

three years of glory, three years of failure

at the end of 2021, because of his unique "reverse sales" model, @疯狂小杨哥 stood out from a group of content influencers who transformed into sales, and quickly grew into a super anchor on the douyin platform. the monthly sales of his live broadcast room exceeded 100 million yuan. the yang brothers also successfully built their own business empire with @疯狂小杨哥's live broadcast room as a starting point.

data shows thatthe annual tax payment of sanzhiyang group in 2022 is 250 million yuan; the output value of live streaming sales in 2023 is expected to exceed 30 billion yuan, and the tax payment will exceed 450 million yuan.however,while his career was booming, controversies regarding the quality of merchandise, after-sales service and the behavior of his anchors in his live broadcast room had never ceased.

the first rollover incident that attracted public attention occurred in september 2022, when a consumer accused the hair dryer given with a shampoo purchased in his live broadcast room of lacking the necessary 3c safety certification and being a "three-no" product. at that time, in the face of this accusation, xiao yangge simply denied it and did not provide a sufficiently strong investigation report or quality inspection report. as time passed, and the hair dryer was not a regular product in the live broadcast room after all, the incident was gradually forgotten by the public.

in november of the same year, professional counterfeiter wang hai publicly reported that the jinzheng wall-breaking machine and meat grinder promoted by crazy brother yang had falsely marked the power, with the marked power being 300w, but the actual disassembly inspection showed that it was only about 100w. in response, brother yang still chose to remain silent.

in 2023, the youshang infant moisturizing and soothing special care cream sold in xiao yangge's live broadcast room was suspected of false advertising. the hangzhou high-tech zone (binjiang) market supervision and administration bureau fined the seller hangzhou youshang cosmetics co., ltd. 56,430 yuan and ordered it to stop publishing false advertisements.

entering 2024, cctv's 315 gala exposed the shady truth that the brand "yuhuiyuan" that once appeared on xiao yangge's live broadcast room used inferior trough head meat to process and make preserved vegetable and pork, but when xiao yangge promoted it, he advertised that it used pork belly;

on september 9, wang hai revealed that a type of raw beef head promoted by xiao yangge’s live broadcast room was investigated and confirmed by the qingshan district market supervision and administration bureau of wuhan city to be spliced ​​meat, which was inconsistent with the promotion. the supplier was fined 500,000 yuan by the market supervision department;

on september 15, a consumer from changde, hunan said that he bought a whole box of maotai maotai marked the year of the rabbit from a merchant recommended by @三只羊网络对酒当歌. later, he found that there were obvious problems with the spray codes and bottle caps of some of the wines, and they were inconsistent with the authentic products.

image source: internet

in addition to the controversial quality control issues, last year during "double eleven" the host @紅绿灯的黃 under the three sheep was criticized for having disheveled hair and a ferocious expression when she was live streaming ysl saint laurent beauty brand products. netizens accused her of selling vulgar products and seriously affecting the brand image. xiao yangge's live broadcast room was once again pushed to the forefront for this.

but,in response to the frequent negative news, "three sheep" either denied it or simply did not respond. at most, it only processed the returns and did not make any more compensation to consumers. the suppliers only bore the legal responsibility for product quality.

image source: internet

with this "inaction" solution, "three sheep" has successfully escaped from public opinion crises several times, and its business is getting bigger and bigger. until early september this year, brother yang and kuaishou's super anchor simba launched a cross-platform war over the price mechanism of crabs in the live broadcast room. simba blasted brother yang for being sorry for consumers and said that he would take out 100 million yuan in the form of consolation money to compensate consumers who bought maotai and meicaikourou in brother yang's live broadcast room. but brother yang remained silent, only wiped a tear in the live broadcast room, and then shouted "123, link up!"

however, this time his strategy of silence did not work.

the big anchors whose fate is intertwined

of course, it is not only brother yang who has suffered a series of waterloos. this mid-autumn festival, the fate of the top anchors has been magically intertwined in the form of a "rollover".

after simba started the war against brother yang, luo yonghao also added fuel to the fire. on september 11, luo yonghao niuhulu posted on weibo, "except for jiaogepengyou and xinxuan, those big live broadcast rooms that sold fakes and malicious products almost never take the initiative to refund three times the amount of all orders?" the words implicitly pointed the finger at brother yang.

however, the occasion for this speech was also the "overturn" of jiaogepengyou in the mooncake business. a fendi casa mooncake gift box sold in its live broadcast room was complained by users as a high imitation, and not the "co-branded model of luxury brand fendi" advertised during the live broadcast. luo yonghao apologized on weibo for the oversight in the selection and review of jiaogepengyou's products, and also criticized "a certain top live broadcast room". interestingly, 5 days later, jiaogepengyou announced that it would accelerate the "refund one and compensate three" process because it had promoted meicheng mooncakes.

image source: weibo gongfu finance

"a piece of mooncake" continues to drag major live broadcast rooms into the whirlpool of public opinion. not long ago, users also discovered that the "oriental selection molten mooncake" sold in 2022 was commissioned by guangzhou meicheng. the price of this mooncake was 188 yuan per box at the time, but it was not the "same model" in xiao yangge's live broadcast room, and oriental selection did not claim it to be a "high-end hong kong mooncake."

dong yuhui, who just separated from oriental selection, was almost caught in the "mid-autumn festival disaster". the "macau puji molten mooncakes" he promoted were also questioned by users as being oems from the mainland. afterwards, the macau puji official actively responded and clarified, allowing dong yuhui to avoid being involved; simba also seemed unable to avoid the "boomerang". the "kowloon tong mooncakes" on the shelves in the live broadcast room were said to be "long queues in hong kong", but were actually produced in guangdong.

image source: weibo

the frequent failures of big anchors seem to have become a regular feature of 2024. users are gradually losing their charm to big anchors, and coupled with the drawbacks of the white-label and oem business models of live e-commerce, it seems that "falling" is a matter of time.

this year, @太原老葛, @小英一家, @罗王宇 and other top internet celebrities have had their connections overturned. big anchors are having a hard time, and organizations like oriental selection are not immune to this. although they have tried to clean up public opinion by "cutting ties" with dong yuhui, they are also not without controversy. not long ago, due to anchor tian quan's statement that "jiang xiaobai is not liquor", oriental selection had to get involved in a lawsuit with jiang xiaobai.

entering 2024, the entire live broadcast e-commerce model seems to be quietly transforming. consumers question the price power of the products sold by big anchors, and also question the opaque white-label model. the problems currently faced by big anchors can be said to be largely the accumulated drawbacks of the past business model.

previously,the live broadcasts of top influencers once impacted the brand’s pricing system and restructured users’ consumer perceptions to a certain extent. however, at present, brands’ own live broadcasts have launched a “counterattack” against influencers’ sales. in this context, influencers are actually facing a double crisis of traffic and trust.

a general consensus in the industry is that traffic on short video live streaming platforms is becoming more and more expensive and difficult to obtain. influencers of the size of @广东夫妻 have already given up the slot fees and turned to brands for investment when doing brand specials. and although there is a saying that "douyin is permanent, but the top anchors are changing", after dong yuhui, douyin has actually failed to replicate another top e-commerce player.

in the past two years, in order to improve the certainty of its e-commerce business, douyin has repeatedly tilted traffic towards the platform's financial backers - brands and brand self-broadcasting. the proportion of brand self-broadcasting in the overall traffic once reached more than 60%, which will undoubtedly affect the survival status of influencers. influencers not only have to continuously produce good content and maintain fan stickiness in the fierce content competition, but also have to purchase paid traffic from the platform to achieve the gmv of each live broadcast. when money becomes more and more difficult to make, some influencers reduce the frequency of live broadcasts or announce an indefinite suspension of broadcasts, and some have migrated to other platforms to start their live broadcast careers.

at the same time, major anchors are also seeking transformation and exploring the second curve of growth.xiao yangge’s “sea of ​​stars” is short dramas and going overseas, but his live streaming e-commerce “empire” is crumbling under the impact of public opinion; after blasting xiao yangge, simba turned to “apprenticeship” with pang donglai and opened the “xinxuan supermarket”, and his anchor dandan took over the burden of live streaming, and currently has over 100 million fans.

live streaming e-commerce is quietly receding, and big anchors are also retreating, but how to get through the difficult transformation cycle is something that big anchors still need to solve themselves.