no one wants to be “china’s no. 1 anchor selling goods”
2024-09-27
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the results of the three sheep surveys are out.on september 26, the market supervision and administration bureau of hefei city, anhui province issued a briefing stating that three sheep's live broadcast of "hong kong meicheng mooncakes" constituted false and misleading commercial promotion, and the live broadcast of "australian grain-fed beef rolls" "constitutes false commercial propaganda.in addition, three sheep's live broadcast of "yuhuiyuan meicai braised pork" is made of pork belly. regarding the "year of the rabbit moutai", "because the shipper is out of town, in accordance with the principle of regional jurisdiction, relevant clues will be transferred the relevant departments of the place where the shipper is located will check and handle the matter.”there are three handling opinions:1. the illegal gains and fines totaling 68.9491 million yuan were confiscated from sanyang company.2. order the company to suspend operations within a time limit for rectification and assume relevant legal responsibilities.3. strictly deal with units and relevant personnel who neglect their duties during the work process in accordance with laws and regulations.throughout the entire incident, the problems exposed by the three sheep kept falling like snowflakes.but what i want to analyze here is the gangster style in the live streaming industry, and a potential statement: no one wants to be "china's number one anchor for selling goods".those who achieve great things must have a combination of multiple temperaments, one of which is "bandit spirit". they behave boldly and informally, and their appearance gives people a rough and unrestrained feeling.people with this temperament often have the character traits of being adventurous and willing to try new things. when facing difficulties and challenges, he will not retreat easily, but will act decisively, showing a brave and fearless spirit; he has a bold personality and is not bound by traditional concepts and rules; he likes to live freely and is unwilling to subject to too many constraints and restrictions; when expressing one's thoughts and emotions, be direct and frank, without beating around the bush.however, people with gangster tendencies are often easily agitated and lack enough patience and calmness. if you are not careful, you can easily make wrong decisions based on impulse, lacking careful consideration and rational analysis. judging from the actions of three sheep anchors in response to the "hong kong meicheng mooncake" incident, there were more or less outrageous and impulsive behaviors that were ignorant of worldly affairs.this is also a negative characteristic of gangsterism: seeking medical treatment in a hurry and recklessness regardless of severity.at one time, the anchors who once ranked first in the field of live broadcast sales quickly climbed to the top of the sales list within three to five years. then, they encountered one or more public opinion crises, and the most difficult to contend with was business crises come from all aspects. li jiaqi was pulled down from the altar by an eyebrow pencil, wei ya retreated behind the scenes because of tax issues, xiao yang was fined for false publicity, and simba's reputation was damaged because of a bowl of bird's nest.in addition, almost all celebrities who promote goods have encountered wars of words. even dong yuhui, whose fans are at odds with each other and has set up a separate company, cannot escape the curse of "china's number one anchor."the gangster spirit seems to run through the entire group of live broadcast anchors.success is also a shame; failure is also a shame."bandit spirit" brings honor
to understand the current results, we have to go back to the growth history of the core characters and look for clues.in 1995, little yang ge (zhang qingyang) was born in lu'an, anhui. his parents went out to work. he and his older brother yang ge (zhang zhangyang) were left-behind children since they were young. they lived in the countryside with their grandparents and experienced a hard life; middle school when i was studying in a boarding house with my brother, life was difficult. later, brother yang graduated fromanhui wenda information engineering college, is a college degree, and dayang ge graduated fromhefei university of technology。in 2013, brother yang got his first smartphone. in 2015, he started trying to make short videos. after seeing his classmates earn income from selling paintings through short videos, he started to get involved in this field at the suggestion of his girlfriend.in 2015, brother yang released a short video on kuaishou. when the number of fans was close to 1 million, most of them were user groups in the sinking market, with only 10,000 to 20,000 yuan in advertising revenue per month. in 2017, he persuaded his mother to come back to help, and registered on douyin in 2018. the account's traffic is growing rapidly. the short video content includes daily life with girlfriends, brother pranks, "desperate weekend" series, etc. the characters and plots are constantly enriched, showing a relaxed and humorous family atmosphere.among them, the "desperate weekend" series of videos is particularly popular. brother dayang tried every means to prevent brother yang from playing games, such as complaining, pulling the switch, hiding the keyboard and monitor, etc. various highly identifiable props began to appear, and the plot followed father yang, mother yang, sister-in-law dayang, sister-in-law yang, etc. it is advanced with the addition of characters, and even plots including brother dayang’s wedding, sister dayang’s pregnancy and childbirth are also presented in the form of short video plots.at this time, fans looked at brother yang with envy, admiration and praise.the early difficulties in starting a business occurred in 2020. that year, he started to sell goods through live broadcasts. there were few people in the live broadcast room and sales were low, so he was considered to have low commercial value. the turning point occurred in march 2021. he and lu wenqing jointly established hefei three sheep network technology co., ltd. the three sheep represent "dayang, xiao yang and lu wenqing". the company officially opened in september.in the early days of live broadcast, they encountered problems such as low user conversion rate, low customer unit price, and delayed after-sales processing.the representatives of three sheep are big yang and little yang, and the company also has a lot of "bandit" and aggressive sides. slowly, brother yang found a "fan-oriented" live broadcast style, continuing the funny and nonsensical style of short videos. when selling garbage bags, he deliberately smashed the garbage bags, gnawed the slippers with his teeth to test the quality of the slippers, poured water into the bag to test the waterproofness of the bag, etc. he used funny content to sell goods, and the effect was very good.at the same time, brother yang pays attention to the product selection and prices of other anchors, and constantly optimizes his own live broadcast content. subsequently, improvements were made by adjusting the live broadcast strategy, adding products with high customer unit prices, and establishing a customer service team.during the development process, the "slicing mode" model has to be mentioned. three sheep authorizes other douyin bloggers to edit xiao yang's live broadcast content, create secondary content, and sell related products. three sheep is responsible for delivery and after-sales service."second entrepreneurship bloggers" cut out the highlights of xiao yang's live broadcast. these clips are often the anchor's wonderful explanations of products, usage demonstrations or interactive highlights. dissemination through social media and other channels can quickly attract the attention of potential consumers and increase the exposure of products and brands.the time of a live broadcast is limited, and slicing can save the essence of the live broadcast and play a long-term role. even after the live broadcast ends, these slices can still attract traffic to the product and promote sales. for consumers, they can learn the key information of the product in a short period of time, saving the time and cost of watching the complete live broadcast.open the license, let others edit his live broadcast clips, sell goods and share the profits, and quickly build your own business empire. this method of rapid expansion of business territory appears relatively strong in a fiercely competitive business environment, which makes people feel that there is a certain "bandit spirit", that is, they are vigorous and resolute, and they dare to think and act to open up their own business fields.this reflects their innovative thinking and active attempts in business models, and their courage to break tradition and find new profit methods and development opportunities, similar to the characteristics of "bang qi" who are brave in innovation and do not follow routines.a large number of sliced videos are disseminated on various online platforms, allowing more people to access the live content of three sheep anchors, breaking through the time and space limitations of traditional live broadcasts. three sheep’s model distributes content and products within douyin, expanding crazy little yang’s influence and realizing long-tail sales of content and products. it also provides other douyin bloggers with opportunities to participate in live streaming e-commerce. opportunity to become a content distribution model.at the beginning of 2023, i went to hangzhou to visit leading e-commerce companies such as douyin, such as wuyou media and make a friend. they regarded the "slicing model" as one of the company's most important performance growth forms in 2023. this shows the impact of the “slicing model” on douyin’s e-commerce mcn organization.however, it didn't take long for the "slicing mode" to show problems. companies such as wuyou media and make a friend made corresponding adjustments to the "slicing mode".explosives have been planted
xiao yang’s live streaming style is positioned as “content e-commerce” and focuses on the user’s stay time rather than gmv. the live streaming style emphasizes bringing happiness to the audience and the product selection focuses on daily necessities for the public, but it still made him a “douyin belt” for a time. good guy".the company's business territory has expanded rapidly, from the original live broadcast to bringing goods to many fields.not only has it established a global headquarters in hefei, it has also established overseas mcn institutions in singapore, malaysia, thailand, vietnam, the united states and other places. its business covers network technology, education, clothing, food, tourism, supply chain management, business management and other industries.this rapid and extensive business expansion shows its enterprising spirit of not being satisfied with the status quo and actively looking for new growth points, just like the character of "bangqi" who dares to break through conventions and boldly explore new fields.sanyang also innovated its business model and launched the zhongxiaoer app to provide a platform for content creators. through its innovative sharing model, it has attracted many creators to join, with an average income per capita of over 10,000 yuan, and some even have annual incomes of hundreds of thousands.as time goes by, xiao yang's funny style makes some people feel aesthetic fatigue, feeling that the content lacks novelty and is no longer as attractive as it was originally. during the live broadcast process, there were some problems with product quality or after-sales service, which caused consumers to be dissatisfied and had negative emotions towards xiao yang. some of brother yang's behaviors have caused controversy, and some inappropriate remarks or behaviors in the live broadcast have made some people feel uncomfortable or disagree with him.the "hong kong meicheng mooncake" incident is like a dynamite barrel. the dynamite has been planted. as long as the fuse is still there, someone will always light it up.as the mid-autumn festival approaches, "crazy young brother" and his live broadcast room have launched mooncakes of the "hong kong meicheng" brand. when xiao yang brought the goods, he introduced them as "high-end mooncakes" and also emphasized that they contained black truffles and were prepared by michelin masters. however, some netizens pointed out that the mooncake was not produced in hong kong, was not well-known in hong kong and had no offline stores, and questioned the anchor's "false propaganda".many consumers said that their applications for returns were rejected. meicheng mooncake customer service stated that mooncakes are seasonal special food categories and do not support 7-day no-reason returns and exchanges. some consumers felt "embarrassed" and "feeling like a copycat" after discovering the mooncakes. they contacted the merchants and the customer service of "three sheep network" to return the goods but were unsuccessful.simba and xiao yang are the leading anchors in the field of live streaming and have a competitive relationship. previously, simba and brother yang had friction over the sales of hairy crabs. simba accused xiao yang's team in the live broadcast room of having problems with quality inspection, after-sales, compensation attitude, etc. this incident aroused public attention and doubts about xiao yang, and also set the stage for the subsequent "hong kong meicheng mooncake" incident. fermentation laid the foundation.after the hairy crab incident, simba pointed the finger at other products in xiao yang’s live broadcast room. in the "hong kong meicheng mooncake" incident, simba seized the opportunity to list products that had quality problems in xiao yang's live broadcast room but did not compensate consumers, such as the pickled pork belly with trough meat, sanwu hair dryer, etc. , further drawing public attention to brother yang’s delivery behavior and product quality issues.this has expanded the influence of the "hong kong meicheng mooncake" incident to a certain extent, making more people pay attention to the product quality and publicity issues in xiao yang's live broadcast room.no one wants to be “china’s no. 1 anchor selling goods”
due to the extremely fierce competition in the live streaming industry and the large number of anchors, it is not easy to stand out among the massive live broadcasts. in order to attract the attention of the audience, increase the number of fans, and increase the popularity of the live broadcast room, some anchors will adopt exaggerated, bold, and even extreme behaviors. this behavior will give people a "bandit" feeling.in the competition, anchors need to strive for better product prices, more resources, and higher share ratios. in order to achieve these goals, some anchors will behave strongly, resolutely, and even aggressively in negotiations and communications with merchants, platforms, or other anchors. this tough attitude and behavior can also easily make people feel "bandit." .however, in the stage where they are proud of pursuing gmv, many anchors are proud of being "china's first anchor to bring goods". however, times have changed, and the standards for measuring anchors have also changed.at one time, the anchors who once ranked first in the field of live broadcast sales quickly climbed to the top of the sales list within three to five years. then, they encountered one or more public opinion crises, and the most difficult to contend with was business crises come from all aspects: li jiaqi was pulled down from the altar by an eyebrow pencil, wei ya retreated behind the scenes because of tax issues, xiao yang was fined for false publicity, and simba paid a huge sum of money for a bowl of bird's nest.in addition, almost all celebrities who promote goods have encountered wars of words. even dong yuhui, whose fans are at odds with each other and has set up a separate company, cannot escape the curse of "china's number one anchor."if you analyze it carefully, you can also see their difficulties.after becoming a top anchor, in order to maintain popularity and influence, you need to live broadcast for a long time and frequently. a live broadcast often lasts for several hours or even longer, and long-term high-intensity work is a great test for both the body and the mind.the core asset of a goods delivery company is often the anchor. being the first anchor to bring goods is an honor and a pressure. the anchor must continue to create high sales and bear the expectations of the company, merchants and fans. the market competition is fierce, and once performance declines, you may face various doubts and pressures. they have to constantly explore new hot products and formulate marketing strategies to meet consumer needs and market changes. this continuous performance pressure can make people feel anxious and exhausted.the top anchors are public figures, and every word, every action, and every expression they say in the live broadcast room will be interpreted by different people. once inappropriate remarks or behaviors occur, they will quickly arouse public attention and controversy, affecting personal image and reputation.li jiaqihe once caused dissatisfaction among netizens due to some remarks he made in the live broadcast room, and has been on the hot search list many times.the public's attention to top anchors is not limited to the live broadcast room, but also extends to their private lives. their private living space is compressed, personal privacy is difficult to protect, and every move may become the focus of media and public attention. this living situation can make people feel depressed and unfree.there is more or less gangsterism in this group.in the early days of the development of the live streaming industry, the threshold was relatively low. there were no strict requirements or screening mechanisms in terms of academic qualifications, professional background, personal qualities, personal ethics, etc. this has led to some people with low personal qualities and cultural literacy entering the industry. these people lack certain cultivation and standards in their words and deeds, and show relatively vulgar and reckless behavior characteristics, leaving a strong impression of "banditry" on others.even if some anchors gain a certain degree of popularity and influence later on, due to the lack of systematic professional training and professional quality education, their performance during the live broadcast is still not professional and decent enough. their words and deeds during the live broadcast will become arrogant, conceited, and disrespectful to the audience and other practitioners. this change in mentality will also make their behavior show "banditry".driven by commercial interests, some anchors pursue short-term economic benefits too much, hoping to get more orders and sales as soon as possible. this mentality of eager for quick success will lead them to overemphasize the advantages of the product during the live broadcast, even exaggerate and falsely promote the product, and avoid talking about the shortcomings or potential risks of the product. this kind of dishonest behavior not only harms the interests of consumers, but also damages the image of the anchor, giving people a feeling of being unreliable and unreliable.the more structural reasons come from the live broadcast environment and live broadcast atmosphere.live broadcast is a real-time and highly interactive communication method. the anchor needs to communicate quickly with the audience in a short period of time. under this tense rhythm, in order to pursue effects and respond to the needs of the audience, the anchor shows a relatively excited state. this state will be understood by the audience as "banditry".in addition, the audience in the live broadcast room comes from different backgrounds and groups, and their comments and interactions will also have an impact on the host's emotions and behavior. if the audience's feedback is intense or negative, the anchor will respond with a tougher attitude, thus exacerbating this "gangster" feeling.success is also a shame; failure is also a shame.
