Text | New Entropy, author | in Matsuba, editor| Tsukimi
Although Via and Sydney have withdrawn from the live broadcast of "Jianghu", "Jianghu" has still set off new turmoil due to the two.
After 85 days of suspension in Sydney and 54 days after Via's suspension, their supporting and modeling teams began to make a comeback.
On February 12, the live broadcast team composed of several Wei ya's original assistants and models started broadcasting on Taobao Live, and the name of the live broadcast room was "Bee Surprise Society"; on February 15, Sydney's original assistant broadcast light was also launched on Taobao Live, and the name of the live broadcast room was "Light is coming", and its assistant broadcast and model were also the original team members of the Sydney live broadcast room.
The concentrated comeback of the two former anchor live broadcast teams has made the rumors of the imminent comeback of Via and Sydney herself very loud.
In recent years, the number of anchors, Internet celebrities, and artists who have been explicitly banned and softly banned has gradually increased, but among them, almost none of them do not seek a comeback, even if they can no longer stand in front of the spotlight, they will also look for mechanism loopholes and secretly seek gold. The comeback of Via and Sydney's supporting team is seen as the first step in their invisible comeback.
But time is changing, and at the moment when the platform is de-headed, it is not easy for Via and Sydney's broadcasting team to return to the top. On the other hand, at the moment when the information is becoming more transparent and the platform is de-headed, it is also unknown whether people will continue to buy the accounts of the original team of the big anchors.
01 Assist the broadcaster to jump ship collectively, or secretly manipulate the gold mining?
At present, it is still confusing whether there is a relationship of interest between the two live broadcast rooms of the Bee Surprise Society and Guangguanglai and Via and Sydney, but the "new entropy" excavation found that there are still different degrees of association between the two live broadcast rooms and Via and Sydney.
The institution belonging to the live broadcast room is Hangzhou Baijun Culture Media Co., Ltd., and Wang Weiguang is the legal representative of the company, with a shareholding ratio of 99%. The other shareholder is Kang Wei, who holds 1% of the shares.
On the surface, there is no correlation between Hangzhou Baijun and Sydney, but the data of the enterprise investigation shows that Wang Weiguang and Kang Wei are the two people who have cooperated with Sydney's husband Zhang Heng the most. For example, the two companies in which Zhang Heng is the majority shareholder are supervised by Wang Weiguang. Together with Zhang Heng and Wang Weiguang, Wechat jointly held shares in Hangzhou Feifan E-commerce Co., Ltd.
Source: Heatwave Engine, Enterprise Check
Hangzhou Baijun was established on December 28, 2021, and it can be speculated that a month after the Sydney live broadcast room was sealed, Zhang Heng's business partners established a new MCN company to plan the establishment of the live broadcast room. Whether Sydney's several assistants and models were collectively dug up or led by Sydney seems to be more like the latter possibility.
Guangguang, whose full name is Yu Guangchen, joined Sydney Live in August 2020 as a supporting broadcaster. It is worth noting that Guangguang left his post on September 30, 2021. This timing is clever, two days after the State Administration of Taxation did not name two anchors who were suspected of tax evasion. Since then, Guangguang briefly returned to Sydney in late October to make a cameo appearance in the live broadcast room, and the rest of the time he was an anchor in the Live Broadcast Room of Han Shu Douyin.
Shortly after Singles Day, Sydney was banned from the live broadcast room for tax evasion and had no news for a long time. However, on January 2 this year, GuangGuang sent a meaningful Weibo, saying that "I received a gift (bubble Mart doll) from an important person a few days ago, and I met two days ago." Convey to everyone: everything is fine, don't worry too much, everything will be fine. Touched is that his little preferences have been remembered by the boss."
Liu Ke, a former fan of Sydney's live broadcast room, told "New Entropy", "The amount of information on Guangguang's Weibo is very large, one is that the doll has appeared on Sydney's Weibo, implying that the boss is Sydney; the other is to convey to fans the current situation of Sydney and tell fans that there is no need to worry." Perhaps it was at this time that Sydney took the lead in promoting the follow-up broadcast of Guangguang and other auxiliary broadcasts through the comeback of Hangzhou Baijun.
On February 15, Guangguang came to the live broadcast room to officially start broadcasting, and the store with the goods proved that there was indeed an interest link between the new live broadcast room and Sydney.
Guangguang came to the live broadcast room currently 6 times, and among the many shops with goods, two stores are quite eye-catching. The first is the Light Point Life Hall, which does not have many products during the non-live broadcast time, and is obviously the anchor team's own store. Moreover, the name of the store is the same as that of one of Sydney's former shops, "Sydney Life Hall", and fans are highly suspicious of Sydney's new store.
Another store, TBSM flagship store, confirmed the interest relationship between the Guangguang live broadcast team and Sydney. In the women's clothing category, each live broadcast of Guangguang is mainly for the TBSM flagship store to carry goods, and the registered subject of the store is Beer Pear (Hangzhou) Brand Management Co., Ltd., and the legal person is Zhang Zihan, that is, the main partner who created Chenfan together with Sydney.
The business qualification certified by tbSM flagship store
According to the enterprise investigation data, the major shareholder of Beer Pear is Hangzhou Chenfan Network Technology Co., Ltd., with a shareholding ratio of 51%, while Hangzhou Chenfan is a wholly-owned subsidiary of Chenfan eCommerce Co., Limited, a Hong Kong-registered enterprise that Sydney serves as a director. It is also certain that business partners such as Sydney and Wang Weiguang did not part ways and still had business dealings. Hangzhou Baijun is undoubtedly a new MCN organization established under the operation of Sydney to undertake the live broadcast and e-commerce business of Chenfan and other companies.
The actual controller of Pear Pear is a Hong Kong registered enterprise of which Sydney is a director
Here Sydney secretly revived its own live broadcast and e-commerce business, and there Via is more cautious, and the newly established live broadcast room bee surprise club of its broadcasting team, in addition to the name and the former Weiya surprise club, it is difficult to find the interests of The Via couple. However, there are still some clues in the grass snake gray line that indicate the connection between the new live broadcast room and Via.
Some fans said under the Weibo of Wei Ya's original assistant broadcast, "Without Wei Ya, I don't know where to buy things." On February 17, Via responded to "Follow Taobao: Bee Surprise Society!" This reply undoubtedly has the meaning of introducing Via's old fans into the new live broadcast room of the Bee Surprise Club.
Duoduo Weibo replied to fans
Hangzhou Baifeng, the MCN agency to which bee surprise agency belongs, is a wholly-owned company of legal person He Weihua. The person in charge of Qianxun recently told the media, "The new company has no direct relationship with Weiya and Qianxun Group, and it is an internal entrepreneurship of employees." ”
Li Li, a legal practitioner, pointed out, "From a legal point of view, if there is no capital transaction and the overlap of executives and legal persons, then the two companies are independent of each other." However, if the employee and the original company privately sign a nominee shareholding agreement and then start a new company, then the new company can be regarded as a branch or subsidiary of the original company, and it is still unrelated on the surface, but this situation is generally not known to the outside world. ”
02 MCN rebuilds "biggest gear"
A number of media sources pointed out that Via and Sydney can hardly come back, and the emergence of the live broadcast room of the auxiliary broadcast combination is undoubtedly a kind of hidden alchemy, which can transfer the remaining traffic and resources of the two to the new live broadcast room and store.
Bad Internet celebrities and celebrities, after encountering different degrees of blocking, will always find ways to evade restrictions and open up new ways to earn gold. After the star was banned, he chose to create a side business, such as Fan Bingbing created his own beauty brand, Li Xiaolu opened a women's clothing online store, Zhang Zhehan sold tea at a high price in the online store opened by his mother for the first time after being banned, and let the big fans guide fans to buy; after the Internet celebrity was blocked, he usually turned to other platforms, such as Yin Shihang was blocked by Douyin Kuaishou, and then shifted the active position to Weibo and Xiaohongshu, which has a great potential for comeback.
But for Via and Sydney, the experience of celebrities and Internet celebrities does not have reference value, one is because the two do not have a solid fan base like celebrities, and the other is because the two are already in a state of network blocking, without any traffic caliber.
What's more, Via and Sydney both carry a huge MCN machine. Via and Sydney are like the biggest gears in the machine, driving the other pinions to rotate. When the largest gear stops turning, the other pinions will also stop turning, causing the entire machine to fall into a dead silence. Therefore, both Qianxun and Chenfan urgently need to recreate a "biggest gear".
The business layout behind Sydney and Via is different, Chenfan has long used the Sydney live broadcast room as the fulcrum, while bringing goods for its own brands and other brands, while using the traffic of the live broadcast room, batch to create a network of MCN business Internet celebrities. For example, Chenfan's Internet celebrities Pan Baixue, Wang LemonMeng, Qiao Qiao and others have gradually become the head Internet celebrities of Weibo, Xiaohongshu, Douyin, and B station after accumulating original traffic as models in the Sydney live broadcast room.
Heatwave engine data shows that Chenfan currently has only three signed Taobao anchors, in addition to Sydney and Lin Shanshan, who have been sealed, only Gosla Snake, a women's clothing store broadcast live broadcast room. Although the live broadcast room was not stopped after it was blocked in the Sydney live broadcast room, the number of views in the live broadcast room was no more than 20,000.
A number of Sydney fans told "New Entropy" that the QiaoZi Factory store is also a new store opened by the Sydney team. The store's live broadcast room has been broadcast as early as December 31, 2021, the daily viewing volume ranges from 200,000 to 700,000, and the sales of explosive products are only 1,000+, which is far from being comparable to the single sales of sydney women's clothing stores that have been thousands to tens of thousands.
On the left is the explosive sales of the Qiaozi factory store, and on the right is the explosive sales of the Sydney women's clothing store
It can be seen that Chenfan's business model with a high concentration of traffic is very fragile, and after the live broadcast room of Sydney and Lin Shanshan was blocked, not only Chenfan's own brands were affected (stores were blocked), Chenfan also lost an important channel for mass manufacturing Internet celebrities. Therefore, if we do not recreate a head internet celebrity comparable to Sydney, Chenfan's MCN business and e-commerce business will gradually shrink.
The business model behind Wei Ya is more risk-resistant, after making Wei Ya a super anchor, Qian Xun used the status of his head agency to sign a group of stars and head Internet celebrities to live stream goods. Taobao Live is the main platform of Qianxun, signing a total of 30 celebrity/Net red anchors such as Lin Yilun, An Ananan, and Miss Koala Second; later, Qianxun also entered the Douyin live broadcast, signing a total of 8 star/net red anchors such as Qi Wei, Lin Dan, Chaoyang You Cai Auntie and so on.
Even if Wei Ya is banned, the Taobao live broadcast room of Qianxun's stars/internet celebrities has not been affected, and it has maintained excellent live broadcast data. Among them, male star Lin Yilun has long become the long-term top five anchors of Taobao Live, and Qi Wei is also the star anchor of Douyin ranking TOP10 with goods.
Lin Yilun and Qi Wei are the head anchors of Taobao Live and Douyin Live, respectively
Although Qianxun's situation is much better than Chenfan's, Qianxun also has his own uneasiness. Although the traffic of stars such as Lin Yilun and Qi Wei is impressive, for MCN, the stars have their own traffic, and the negotiation chips are more, even if they are separated from the humble and self-reliant portal, they can quickly make a comeback, and even take away some brand resources. Therefore, for Qianxun, it is a top priority to create a new head live broadcast room and anchors with high dependence on institutions.
Based on this idea, a live broadcast group composed of a number of Wei Ya's original assistants was born. The advantage of launching a live broadcast combination is that the various anchors are evenly matched, and there will be no situation where the voice of a single anchor is too large, even if a single anchor jumps ship, Qianxun can also timely supplement new anchors to the live broadcast portfolio.
The live broadcast room assisted by Sydney continues to follow the mode of centralized traffic of Chenfan, and the live broadcast room is named after the Sydney subcast light, which obviously has the meaning of creating a personal IP of light and light. Although this model is risky, it is the most energy-saving and cost-effective way to absorb traffic for Chenfan, which still has an e-commerce business and is not all in MCN.
As for Guangguang himself, he has been the anchor of the live broadcast room of skin care brands such as Yiyezi and Han Shu, and has accumulated experience in Bringing Goods to Multiple Categories of Goods in Chenfan, which is close to Li Jiaqi in style and has the potential to become a super anchor.
But whether it is the Bee Surprise Society or the light coming, after the comeback of the huge negative event, the most concerned question is only two, one is whether it can be generally accepted by consumers, and the other is whether it can reproduce the glory of Via and Sydney.
03 Will consumers and merchants still buy it?
The person in charge of MCN said: "After Wei Ya and Sydney were banned, it did not affect Qianxun and Chenfan to continue to develop business on various platforms, but the return of the broadcasting team through the new organization was obviously to avoid the negative impact of Wei Ya and Sydney." ”
The information provided by consumers to "New Entropy" shows that in the new fan group created by bee surprise club on the 18th, the number of fans exceeded 300 in only two days, and the number of such WeChat groups is large. Consumer Yang Jing said, "Wei Ya's fan base disk is still there, many people, including myself, are indeed used to watching Wei Ya's live broadcast, although the Bee Surprise Club does not have Wei Ya, but the mode of carrying goods is still the same as before." I'm more concerned about whether I can really grab preferential goods than with tax evasion. ”
However, soon after the launch of the Bee Surprise Club, it was accused of false offers and no sincerity. Some consumers complained about an earring on the shelves of bee surprise society with a price of 49.9 yuan, and the anchor claimed that there was an exclusive 30 yuan coupon in the live broadcast room, but the next day found that the product also had a 30 yuan coupon on the non-live broadcast channel.
Consumers complain about bee surprise club fake offers
When Via was not banned, it was repeatedly accused of false offers in the live broadcast room, and the Bee Surprise Society, which changed the shell, although it continued the mode of carrying goods from Via's team, it failed to come up with a more attractive level of offers, which could only disappoint old fans.
But at present, the data growth of the Bee Surprise Club is still very fierce, only 10 days after the start of the broadcast, although the number of fans is only 1.4 million, but there have been 3 live broadcast views of more than 10 million, according to this trend development, it is possible to catch up with Via's single live broadcast views of about 20-30 million within a year.
However, the drawbacks of the anchor combination live broadcast room are also obvious, there have been some consumers complaining, the various anchors of the Bee Surprise Society do not distinguish between the primary and secondary, a product is said by multiple people, so that there will be a chaotic and noisy situation of each saying its own words. How far the anchor combination can go and how high the public acceptance can be, is still full of unknowns.
The light and light come to the live broadcast room is better, with the light as the core, and different anchors are responsible for different categories, and the live broadcast is relatively hierarchical. The light came to the live broadcast room to watch the data is also more fierce, around 2 million-4 million. It can be said that the gap between Via and Sydney has been continued in the live broadcast of the Bee Surprise Society and the Light and Light.
For Sydney, merchants are more cautious. At the beginning of Sydney's sealing, some merchants came out to complain bitterly, saying that they had been brushed off in Sydney's live broadcast. Some merchants said, "Sydney live broadcast room has long taken its own brand + other brands with goods model, so other brands are only icing on the cake for Sydney live broadcast room, even if the sales are not good, the impact on Sydney is not particularly large." Especially in the beauty category, Sydney would rather open a global shopping store than cooperate with the brand official. "Therefore, the dependence of high-quality merchants on Sydney is generally not high.
Now that the light is in the light, whether this male anchor who does not have a personal brand matrix can establish a closer connection with the brand and the merchant is also a problem to be solved.
The person in charge of MCN told "New Entropy": "When Wei Ya and Sydney were blocked, almost all the high-quality business resources flowed to the live broadcast rooms of Li Jiaqi, Lin Yilun, Lie'er Baby, and Chen Jie Kiki. It can be seen that these young assistant broadcasters want to snatch back the resources and traffic that originally belonged to Via and Sydney from the hands of several major anchors, and they also need to work hard.
(In the text, Liu Ke, Li Li, and Yang Jing are pseudonyms.) ）