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this week, the big internet celebrity "dongbei yujie" with 24 million fans was probably a little annoyed and even fell silent for a while - which is far from her usual enthusiastic, "tough" and resolute personality in the industry.

on september 23, anti-counterfeiting bloggers "dawa" and "bounty hunter ashes" broke the news that the sweet potato vermicelli sold in the "northeast rain sister" live broadcast room was actually cassava vermicelli. on september 20, the two went to benxi, liaoning " when sister dongbei yu came to defend her rights, she was beaten by the other party. subsequently, topics such as "an anti-counterfeiting blogger was beaten when he came to defend his rights" and "'sister dongfeng yu's live broadcast overturned again" quickly aroused attention and heated discussions.

after three days of silence, on september 26, "northeast rain sister" updated the video on social platforms and responded to the online beating and sweet potato vermicelli incidents through live broadcast, and publicly apologized to netizens.

affected by negative public opinion, as of 14:00 on the 27th, the number of fans of "northeast rain sister" dropped by nearly 680,000 in three days. public relations experts said that "northeast rain sister" has been slow to respond positively after the crisis. its handling method is inappropriate from both the legal and social level and the corporate management level. its team does not have a complete crisis handling mechanism.

"wolf warrior version of li ziqi" quickly emerged from the circle

in the second half of 2023, a blogger named "northeast rain sister" quickly emerged from the entertainment industry. different from the common image of women, "sister northeast rain" works vigorously and resolutely, and can even be said to be "tough".

carrying half a pig, building a pig pen, fetching firewood... working in a hurry and full of energy, coupled with a powerful voice and strong rhythmic background music, "northeast rain sister" has opened up a new competition in the short video tao, gained a large number of fans.

"sister northeast rain" carries the sheep, and her enthusiastic and "tough" style is deeply loved by fans. picture source/platform video screenshot

there has also been a craze on the internet to imitate "sister northeast rain". people who were originally listless immediately cheered up and worked frantically as soon as they heard the background music of "northeast rain sister".

xiao yang, an old fan of "sister northeast rain", said that she particularly likes the sense of competence and strength presented by "sister northeast rain", "i feel like she can kill two of me with one punch."

data shows that the douyin account of "northeast rain sister" achieved a huge increase from the end of 2022 to the beginning of 2023. in just 52 days, the number of fans soared from 1 million to 5 million. not long ago, the account had nearly 24.5 million followers, making it a veritable internet celebrity.

"sister northeast rain" became popular because of her neat working style and close-to-realistic rural daily life in her videos. the most popular video received more than 4 million likes.

"sister northeast rain" is also known as the "wolf warrior version of li ziqi" in the public. netizens regard her as the other side of li ziqi and believe that her videos show a more realistic rural life. however, some people believe that the editing style and characters of sister yu’s account are carefully designed. for example, in "sister yu's family universe", the designs of names such as pace, shimao, and cuihua are very cute.

some analysts pointed out that the popularity of "northeast rain sister" depends on its own characteristics on the one hand, and on the other hand it is also the result of the platform's tilting traffic and supporting newcomers. the agriculture, rural areas and farmers track is one of the content directions that the short video platform attaches great importance to. "northeast rain sister" has risen rapidly, gaining more than 6.7 million followers in half a year.

feigua data shows that among the fans of "northeast rain sister", generation z, small town youth, cutting-edge white-collar workers, senior middle class and other groups account for the vast majority.

it can be said that this agriculture, rural areas and rural blogger who focuses on rural life is more popular among young people and urbanites.

digging up real money through traffic

in the era of internet celebrity anchors, all the traffic will eventually be turned into real money.

data shows that in the past month, "northeast rain sister" has carried out 4 live broadcasts, with an average of more than 5 million viewers per game, and the total sales of the 4 live broadcasts ranged from 25 million to 50 million. in the data platform evaluation, "northeast rain sister" was classified into the "head master" column.

a large number of star maps show that "northeast rain sister"'s short video of 21-60 seconds is quoted at 1 million yuan, and the video of 60 seconds or more is quoted at 1.2 million yuan. it ranks first on the top must-select list of sannong weekly/monthly list. .

live streaming is currently the main channel for “northeast rain sister” to monetize. feigua data shows that since 2024, "northeast rain sister" has conducted a total of 28 live broadcasts with goods, and the cumulative sales of goods have exceeded 100 million. the products carried by "northeast rain sister" are mainly food, beverages and fresh products, with an average of more than 4 million viewers per live broadcast.

"northeast rain sister"'s slicing business is also doing well. the mcn organization that manages the slicing authorization of "northeast rain sister" should be yuwei media. it has nearly 300 people signed up so far, among which the best slicing account has more than 500,000 fans.

a business landscape covered with the label "sister yu"

tianyancha app shows that currently, among the affiliated companies of "northeast yujie" (chang xiaoyu), only liaoning yujie e-commerce live broadcasting incubation base co., ltd. is in existence. the company was established in august this year. its legal representative, director, manager it is chang xiaoyu, with a registered capital of 3 million yuan. its business scope includes business training, internet sales, commercial performances, performance brokerage, etc. it is wholly owned by liaoning yuhui agricultural science and technology development co., ltd.

"northeast rain sister" husband bai guohui has control over 28 companies. picture source/screenshot of qichacha

"northeast yujie" husband bai guohui is associated with three surviving companies, including benxi changfeng yujie souvenirs store, benxi manchu autonomous county yujie food factory, and liaoning yuhui agricultural science and technology development co., ltd. through direct or indirect shareholding, bai guohui has actual control over 28 companies, covering commerce, media, advertising planning, e-commerce live broadcast, etc.

intellectual property information shows that chang xiaoyu applied to register multiple trademarks of "northeast rain sister" and "great northeast rain sister" in july 2021 and february 2023 respectively. the international classification involves food, advertising sales, beer and beverages, etc. among them, the trademark applications for "northeast rain sister" were all rejected and are currently invalid. however, the trademarks for "northeast rain sister" have been successfully registered.

caught in three "rollover" incidents in one year

the "northeast rain sister" "overturn" incident originated from the revelations of two anti-counterfeiting bloggers.

on september 23, anti-counterfeiting bloggers "dawa" and "bounty hunter ash" broke the news that the sweet potato vermicelli sold by "northeast rain sister" in the live broadcast room were actually cassava vermicelli. the two went to benxi, liaoning on september 20 "sister northeast rain" was beaten when she came to defend her rights.

the sweet potato vermicelli sold in the live broadcast room is not labeled as containing cassava. image source/internet

on september 24, the entry "the sweet potato factory brought by northeast yujie admits that it contains cassava flour" was trending on weibo. "dawa" said that he purchased sweet potato flour sold by "northeast yujie" and after testing, it was found that there was no sweet potato in the sweet potato flour.

relevant inspection reports show that the "wang shousheng sweet potato vermicelli" sample sold in the "northeast rain sister" live broadcast room was produced by liuhe vermicelli manufacturing co., ltd., chaoyang county, chaoyang city, liaoning province, and the sample inspection time was from august 9 to 8, 2024. on march 15, the result was that the sweet potato gene was not detected, but the cassava gene was detected. a video shows that the ingredient list of sweet potato vermicelli displayed by "northeast rain sister" when bringing goods indicates: sweet potato starch, drinking water, and edible alum.

"da wa" said that when they went to the home of "dongbei yujie" to defend their rights, they were beaten and had scars on their heads. according to the live audio, "sister dongbei yu" said: "if there is no problem with the goods, you will be slandered today, otherwise i will bankrupt you." "da wa" told the media that the other party "will take action at the beginning" and will follow up. restore the facts.

liuhe vermicelli company told the media that the sweet potato vermicelli is indeed mixed with cassava because of its viscosity, but it does not have "no sweet potato ingredients at all" as stated on the internet. the two are used together.

on september 4, "northeast rain sister" released a video of panjin's crab harvest, causing controversy. image source/internet

it is understood that this is the second time "northeast rain sister" has "overturned" this month. on september 4, "northeast rain sister" released a video of panjin's crab harvest, which also caused controversy.

in the video, "sister northeast rain" and her companions were catching crabs in the rice fields during the day. the crabs were big and clean. many netizens claiming to be locals in panjin said in the comment area that panjin rice field crabs are not as big as in the video; crabs are not caught during the day, but are caught at night; most crabs in panjin have stains in the gaps between their claws and shells that cannot be washed off mud stains, but the crab in the video is white and clean, suspected to be a bathing crab.

the public later questioned the "northeast rain sister" for posing for the photo. "northeast rain sister" replied in the comment area that the video was shot at the invitation of the organizer of a harvest festival event. due to the designated event time and the inconvenience of shooting at night, everyone misunderstood. "northeast rain sister" subsequently removed the video from the shelves. on september 7, "northeast rain sister" and her team explained in a live broadcast that the rice field crabs were not yet mature when filming, so river crabs from other reservoirs in panjin were put into the rice fields for filming. some netizens said that regardless of the motive, this actually indirectly admitted that the photo was staged and faked.

before panjin crab, the "northeast rain sister" was also involved in a public controversy last year for bringing goose. at the end of 2023, "northeast rain sister" was selling northeastern goose, an agricultural product. a professional anti-counterfeiter pointed out that the variety she sold was african geese, not northeastern goose, and the products still had many quality problems. currently, the product big goose can no longer be found in the display window of "northeast rain sister".

slightly delayed public response

on september 26, "northeast rain sister" updated the video on the social platform and responded to the illegal detention and beating and sweet potato vermicelli incidents reported online through live broadcast.

on september 26, "northeast rain sister" responded to the online reports of beatings and sweet potato vermicelli incidents, and publicly apologized to netizens. picture source/platform video screenshot

"sister northeast rain" said that on september 20, she met someone who claimed to be a fan while cooking at home. she came to the door and wanted to take a photo. during the process, she found that the person had secretly recorded a video. after trying to persuade her to no avail, she had no choice but to call the police, and the two parties had a physical conflict. after the two parties reached an intention to reconcile, they signed a public security mediation agreement and arranged for each other's meals and accommodation. unexpectedly, the other party would restore the secretly recorded video the next day, and publish it "out of context", which aroused doubts. they also sent a dispute settlement letter demanding a payment of 300,000 yuan.

"sister dongbei yu" also said that no matter what the reason is, as a public figure, you cannot use foul language, and other people should not hit others, so i would like to say sorry to the majority of netizens and i will make corrections in the future. in addition, the vermicelli has been sent for inspection on september 21. "if the test report comes out and there is something wrong with (the vermicelli), i will lose everything and pay for it."

in response to "northeast rain sister"'s statement, anti-counterfeiting blogger "dawa" said that he is currently sorting out relevant evidence and materials and will make a unified reply at that time.

most top influencers lack awareness of risk management

according to reports, the number of fans of "northeast rain sister" has not been significantly affected after the scandal of posing for crabs. as of nearly 4 p.m. on september 8, its number of douyin fans was 24.49 million, and there was not much change until the morning of september 24. however, in the past three days, its number of lost followers has dropped to 23.82 million, and its number of followers has dropped to nearly 680,000.

as of 14:00 on september 27, "northeast rain sister" had 23.82 million followers and had lost nearly 680,000 followers. picture source/platform screenshot

a series of negative incidents such as beatings, tapioca vermicelli, and rice field crabs have greatly damaged the reputation of "northeast rain sister" for selling goods, and netizens have been questioning the products they sell. there are still many people who support her online, but her overall reputation has changed. more people think that she is no different from "those internet celebrities". in other words, his enthusiastic, "strong" and resolute persona is in danger and is at risk of collapse.

since the beginning of this year, more than 10 top internet celebrities have "rolled over" in different postures, including bloggers with tens of millions of fans, "thurman cat cup", "luo wangyu", "seven orangutans" and "crazy little yang", etc. many netizens lamented that big influencers are turning over more and more frequently.

although the "northeast rain sister" couple have established a dedicated company and content team and are considered top players on the track, this does not mean that they have the risk management awareness to match the traffic.

yao suxin, the founder of aheida public relations and a public relations expert, said that after the beating incident became fermented, the "northeast rain sister" side has not responded to the matter for a long time. its handling method is inappropriate from both the legal and social level and the corporate management level. . regarding the sweet potato powder incident, it is actually quite common for content influencers to have problems in the supply chain. anti-counterfeiting bloggers may be suspected of filming material. both parties have high traffic capabilities, and neither has a complete crisis management mechanism.

judging from the previous handling of the rice field crab incident, this is indeed the case. "northeast rain sister" first responded to the rice field crab incident in the comment area. she simply explained that she was invited by the official to take the photo. due to the designated event time and the inconvenience of shooting at night, it caused everyone's misunderstanding. later, he responded again and admitted in the live broadcast that panjin river crabs were put into rice fields.

yao suxin believes that many internet celebrities’ traffic comes so quickly that they feel that nothing else matters except traffic. therefore, most internet celebrities have no concept of risk management at all. in the current business and public opinion environment, there are risks for anchors in product selection, operation methods, and daily wording. "but the internet celebrities and artists we have contacted basically don't listen to advice. when it comes to risks, they usually reply: nothing happened last time, and nothing happened when others did it."

in addition, big internet celebrity anchors have repeatedly been exposed as selling fake products, which also highlights a series of problems such as the division of anchor responsibilities, legal lag, and difficulty in supervision during live broadcasts. it is recommended to regard top anchors as key targets of supervision, establish a more stringent punishment mechanism, and introduce third-party quality assessment agencies to conduct pre-screening of products brought by top anchors; improve the laws of anchors, platforms, merchants, etc. responsibilities and obligations have placed a "tightening curse" on the legal liability of the anchors who bring the goods.

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