the top spot in e-commerce! starting from "three sheep" and his business empire
2024-09-27
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the recent crazy little yang ge can fully bear the word "crazy".
as a core member of the "three sheep" commercial brand, he has made yang ge "live" on the internet hot searches as the incident of "overturning" during the live broadcast of goods continued to ferment.
although there are many precedents for well-known anchors "on the rocks" in the field of live streaming in recent years, such as wei ya, who was fined 1.341 billion yuan for tax evasion in december 2021, or li jiaqi, who "overturned" due to huaxizi's 79 yuan eyebrow pencil. as a giant in the field, "three sheep"'s course after this "capsize" has undoubtedly affected the nerves of many netizens and has become the focus of public opinion.
brother yang, born in 1995, whose real name is zhang qingyang, is from lu'an, anhui province. he is only 29 years old this year.
his twin brother is named kaikai yang. compared with his flamboyant personality, he is more calm and reserved.
when they were young, their parents were forced to go out to work to make ends meet. the brothers lived with their grandparents in the countryside and were forced to become left-behind children.
in 2015, xiao yang, who was only 20 years old, was still in school. at that time, he probably couldn't even imagine that 7 years later, he would be able to make a counterattack and become a super internet celebrity with over 100 million fans, spending 100 million to buy a house, and the luxury cars downstairs would be as crowded as a car show.
he may not have expected that two years after he spent 100 million to buy a house at the age of only 27, a dispute over the sale of mooncakes would turn into a tens-billion business empire on the verge of collapse...
he was only 29 years old this year. from starting to create short videos in 2015 to becoming a super anchor, and now being embattled on all sides. i watched him rise and then saw his building collapse. the ups and downs of his life only took 9 years.
the barbaric growth of three sheep
looking at the history of three sheep’s family, we may have to start with the first mechanical dance video uploaded by brother xiao yang. the joyful expression, dynamic steps, and flexible arms make people smile happily. this happy smile was amazing, and it opened the curtain of the empire's business network.
in 2015, along with this mechanical dance video, an account named "crazy little yang brother" was born on kuaishou. through some cheerful dances and funny jokes, he soon became an internet expert. at that time kuaishou has developed into a national-level short video application.
if he keeps developing on this platform, he may have a good future, but at this time, brother yang seems to have seen a platform that is more suitable for his own characteristics, so he moved to douyin in 2018. in 2019, he and his compatriot brother kai yang, by releasing the "desperate weekend" series of family comedy short videos, "crazy young brother" quickly became popular and became the number one brother on douyin.
the number of followers on the account platform also naturally made douyin the first account to exceed 100 million.
but it was obvious that these funny short videos alone could not build his business empire. xiao yang and his founders began to think about business monetization issues. at that time, live streaming was already very popular, and li jiaqi’s live broadcast had tens of millions of viewers. from these live broadcasts, they seemed to have sensed business opportunities. brother xiao yang and brother yang also began to switch to live broadcasts to sell goods, but it seemed that it was not smooth at the beginning, and only a few thousand orders were sold.
after many internal discussions and decisions, xiao yang and his team started a "style change" and brought his natural comedy style into live broadcasts, focusing on "delivering happiness" and "sharing happiness". the live broadcast room relies on the style of "amusing everyone" and "making you laugh and buy things", and the trend of live broadcast sales has quickly aroused.
the real turning point will appear in 2021.
in march of that year, brother yang and lu wenqing jointly established "hefei three sheep network technology company", and du gang, ceo of "three sheep", was lu wenqing's entrepreneurial partner who had known him for a long time. in february 2022, the "three sheep" company will officially commence operations.
the three parties have their own backgrounds in the cooperation: brother yang has created short videos for many years and is an internet celebrity with his own ip aura; lu wenqing has been in hefei for many years and is a serial entrepreneur in the e-commerce field and has strong investment resources; du gang is in school i have been a computer major and e-commerce teacher for more than ten years, and i am familiar with supply chain management and traffic monetization channels.
subsequently, the selection of products in xiao yang's live broadcast room has also been significantly improved. it is no longer just snacks and mops with free shipping of 9.9, but has been replaced by massage chairs, floor washing machines and other high-priced products.
various data such as sales in the live broadcast room and the number of viewers in a single game have increased rapidly. in october 2022, "crazy little brother yang" ranked second on the douyin sales list, second only to "oriental selection" which was at the forefront of traffic at the time.
after that, "crazy little brother yang" and "three sheep" companies developed crazily with an unstoppable momentum.
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according to statistics, the output value of the "three sheep" company's live broadcast sales in 2022 will exceed 10 billion yuan, with operating service revenue of 860 million yuan and taxes of 250 million yuan.
in 2023, we will make further progress. data shows that last year, the output value of live streaming products exceeded 30 billion yuan, operating service revenue reached 1.5 billion yuan, and taxes exceeded 450 million yuan.
in just a few years, three sheep has grown into the leading e-commerce company in china. it can even be said clearly that it is the number one company.
in november 2022, xiao yang spent 103 million yuan to acquire a building, saying that the "three sheep global headquarters" will be located in the core area of hefei high-tech zone, and intends to make the building a hefei landmark. in december of the following year, the global headquarters building was officially opened.
after establishing a foothold in the field of live broadcast delivery, they accurately chose another key business action - slicing delivery.
recruiting mothers and college students with a low threshold, opening accounts, posting live broadcast slices, and linking products, allowing those who post slices to get a commission share, and xiao yang further expanded his fame and traffic through overwhelming video clips.
in 2022, the revenue from slice delivery will reach 170 million, and more than 11,000 people will be authorized.
in this year, hefei sansiyang culture media co., ltd., hefei sansiyang venture capital co., ltd., and hefei leader culture media co., ltd. were established one after another.
in may 2023, "three sheep" company completed the change of corporate name and changed the company name to three sheep (hefei) holding group co., ltd.
starting in 2023, the "three sheep" group will expand from hefei to shenyang, hangzhou, nanjing, beijing, guangzhou, xiamen and other places.
in addition to live streaming, the company's business types are still expanding.
at the beginning of 2024, three sheep announced that it would go overseas and currently has plans in malaysia, singapore, thailand and other places.
in april, it launched the official account of "three sheep theater" and filmed a short play; in may, it spent half a billion to hold an electronic music festival in hefei, attracting 130,000 people to hefei.
even in three sheep's office park, in order to entertain the endless stream of brand owners, three sheep specially built a hotel to provide accommodation and other services.
on august 21, 2024, the branch of the "three sheep" group in hong kong officially opened. celebrities such as eric tsang, wang jing, chen haomin, alan tam, huang rihua, zhong zhentao and other celebrities came to support it.
currently, "three sheep" has more than 300 matrix accounts, more than 7,000 vertical accounts, and more than 10 million-level accounts.
subsequently, big brother yang and the "three sheep" also successively received many honors and official recognition.
in august 2023, the big and small yang brothers were hired as "anti-fraud propaganda ambassadors" by the public security bureau of lu'an city, anhui province.
in september 2023, at douyin's e-commerce author summit, "crazy little yang" won the "excellent individual award for successful careers", and the company "three sheep" won the "excellent organization for successful careers" award".
in december 2023, 73 companies were recognized as the first batch of headquarters companies in hefei, and the "three sheep" group was among them.
at the end of january 2024, the 2023 china brand festival annual figures summit was held in beijing, and xiao yang was selected as the top ten annual figures in china in 2023.
in february 2024, "three sheep" group won the honorary title of outstanding private enterprise in anhui province. in the same month, the secretary of the anhui provincial party committee investigated the "three sheep" group and inspected the live broadcast room to understand the live broadcast delivery situation.
in the process of the rise of "three sheep", the city of hefei has gained another label: "city of e-commerce".
as a result, the big and small yang brothers have also successfully transformed from funny bloggers to entrepreneurs.
according to the list of the top 50 online anchors in net income in 2023 announced by the guangdong e-commerce summit forum, "crazy little yang" earned more than 3.2 billion yuan last year, beating simba and li jiaqi to top the list. from becoming popular to now, big and little yang's business empire has begun to take shape.
however, on september 9 this year, at the 2024 douyin e-commerce author summit, xiao yang and "three sheep", who had won the douyin e-commerce author award for two consecutive years, were absent.
at this time, little yang and the "three sheeps" are caught in the turbulent whirlpool of public opinion, and the many contradictions and problems hidden behind their brutal growth are constantly being exposed, and they are backlashing themselves.
is there an expert behind the scenes?
to achieve the current results, is there an expert behind three sheep? is the expert lu wenqing? judging from the demeanor and foul language used in recent live broadcasts, such as shouting to simba during the live broadcast: "what the hell, i have too many ways to know what you are doing. if you bite me again, we will not cause trouble. we can't do this when we are doing business on different platforms." , there is no bottom line for doing business." i'm afraid it shocked the public. how does this look like an expert? obviously like a young man who suddenly got rich, he couldn't control his emotions and started to curse on the internet.
but looking at the fortune-making process and subsequent development of di san sheep, you can hardly say that he is not an expert.
let’s start with the equity structure of three sheep. three sheep group is controlled by leader culture media co., ltd. and hefei yaoyue eslite brand management co., ltd. with 67% and 33% respectively. leader is held by two brothers, and yaoyue. yue eslite is 99% owned by wu xiaoyan, who was lu wenqing’s classmate at hefei university (the two got married in 2013). from this structure, the three people share all the profits of the three sheep equally.
looking at the registered capital, the registered capital of the leader and yaoyue eslite is 1 million yuan, while the registered capital of sanyang (hefei) holding group is 50 million yuan. at this time, the three people behind the scenes only need to complete 200 just invest 10,000 yuan, and you can use 1 million to leverage 50 million. of course, the benefit of holding a controlling stake in the three sheep group is not just to make a big difference with a small amount, but to isolate risks.
the business company of sanyang is sanyang network technology co., ltd., and sanyang network technology is controlled by sanyang group. in other words, when a risk occurs in the business company, it will be dealt with at the level of sanyang group. it will be transmitted to the leading cultural media and yaoyue eslite. the two brothers and lu wenqing will not encounter too much risk. of course, they never want to see this scene, because no matter how good the equity design is, when a risk or major problem occurs in the company's business, it will still be those three people who directly transmit it, and it will be difficult for them to think about it again.
through various charity activities, people-friendly activities, and employment opportunities for people with disabilities and mothers, we can all see to some extent that this is a down-to-earth company that also understands "giving up". sometimes, business requires giving up. only by giving up more land can you get more.
it seems that everything is developing towards the bright side, but with the online quarrel between simba and lu wenqing, three sheep seems to have faced the biggest "crisis" since starting its business.
the biggest crises are accumulated
some people say that the recent commotion about three sheep seems to indicate that there is a force behind it that wants to overturn the ship. the waves are so fierce, and the disputes in business and public opinion are all capital wrestling in the end. there must be some people who want to cause trouble. destroy his capital.
there is no denying that this sentence has a certain rationality, but in our society, we always believe in the logic of "justice at the bottom." from taotou pork to meicheng mooncakes, what is violated is the basic justice of "deceiving consumers", coupled with "three sheep bosses are crazy in live broadcasts and do not admit their mistakes" and "sending female employees to prison" constantly challenge the public's nerves the negative publicity, using "i don't want to say anything anymore" to cover up or cover up the occurrence of anything, and now the "people's daily" naming and criticizing, the three sheep are already in a very dangerous moment.
but obviously, three sheeps have not yet realized that from the time they started to fight with simba to the continued live broadcast of "meicheng mooncakes", public opinion has always been fermenting, and it has not fermented and fermented like it has done in the past few times. disappeared in the hot searches and discussions, even many people's eyes on yang and yang have changed, from "the two brothers look very sincere and honest" to "it seems that they are not so righteous".
as of press time,the hefei city joint investigation team, in accordance with the administrative punishment law, the anti-unfair competition law and other relevant regulations,it is planned to decide to confiscate illegal gains and fine sanyang company a total of 68.9491 million yuan.in response to the related problems in the live broadcast of sanyang company, we orderedsuspension of operations within a time limit for rectification, assume relevant legal responsibilities.
source comprehensive network
