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In 2019, Simba announced that his family's annual GMV reached 13.3 billion, and at that time, Kuaishou E-commerce's annual GMV was only 59.6 billion, and Simba alone leveraged a quarter of the platform's e-commerce share.
Author 丨 Pastoral Song
Editor丨Nuts
Cover source丨Unsplash
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Simba was punished again.
Recently, coinciding with the opening of the 3.8 festival promotion on major e-commerce platforms, it was an important period for major anchors to show their talents, but according to a number of media reports, Kuaishou head anchor Simba was punished by the Kuaishou platform on March 8, and the live broadcast function was banned for 48 hours, and the punishment reason was "violating community regulations".
Some netizens revealed that Simba was banned by the Kuaishou platform or because of his radical remarks in the live broadcast room, it is reported that Simba angrily accused Kuaishou of conniving at emotional anchors to create false popularity and false data, deceived the elderly, and even revealed that official staff were suspected of helping emotional anchors falsify their popularity.
As one of the most influential anchors on the Kuaishou platform, Simba has been in turmoil in recent years, in addition to being out of the circle because of the "sugar water bird's nest" incident, his many public calls on the Kuaishou platform have also repeatedly attracted attention from the outside world.
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He was banned three times in three years
Simba, formerly known as Xin Youzhi, Kuaishou account authentication information is "founder of Xinxuan Group", and its current number of fans in Kuaishou is close to 99 million, making it a well-deserved head anchor on the platform.
But unlike other platform anchors, Simba's maverick side is not only shown in his exaggerated way of bringing goods, but also has repeatedly confronted the Kuaishou platform.
According to incomplete statistics, Simba's "ban history" of greater influence on the Kuaishou platform has been twice. As early as December 2020, affected by the "sugar water bird's nest" incident, Simba's account was banned by Kuaishou for 60 days, and 27 anchors under his company were also banned for 15 days.
In August 2021, Simba's live broadcast room was banned again, because Simba angrily restricted the flow of his account in the live broadcast room, and also shouted that the senior management of Kuaishou platform should not "fleece" on the anchor.
In the domestic live broadcast rivers and lakes, it is not common for anchors like Simba to dare to "scare" the platform positively, whether it is entertainment live broadcast in the past or e-commerce live broadcast today, the anchor's voice is always in a weak position relative to the platform.
The reason why Simba dares to repeatedly collide with the platform is on the one hand because of the character he has built for a long time, Simba has always regarded himself as a "farmer's son", saying that he started from scratch and wanted to benefit farmers and working brothers.
Judging from Simba's growth history, Simba's set of emotional cards is indeed in line with the tone of the Kuaishou platform, which has won him the attention of many fans and successfully stepped into the top streamers.
On the other hand, due to Simba's large number of personal fans and considerable ability to bring goods, and at the same time supporting a group of "family" anchors, the platform cannot be easily separated from it.
In 2019, Simba announced that his family's annual GMV reached 13.3 billion, and at that time, Kuaishou E-commerce's annual GMV was only 59.6 billion, and Simba alone leveraged a quarter of the platform's e-commerce share.
In the following years, as live streaming e-commerce continued to boom, Simba and his family's contribution to Kuaishou's overall e-commerce GMV gradually decreased, but Simba's personal ability and influence on goods have not disappeared. During last year's Double 11, Kuaishou launched the "10,000 Haggling Group" activity, and Simba remained the anchor who contributed the most, with his personal delivery results reaching twice as much as the second place.
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Quick and iron-fisted
In addition to Simba, the Kuaishou platform has also been active for a long time other head anchors, the more well-known ones are Sanda Brother, Er Donkey, Fang Zhang, Second Sister-in-law Zhang, Qi Tiandao, Xianyang and so on.
These anchors have formed an influential "family force" within the Kuaishou platform by virtue of the popularity gathered in the early stage and supporting the family-style anchor matrix, although on the one hand, they have contributed good e-commerce sales and active users to the platform, but on the other hand, they have always been a stubborn problem in the management of the Kuaishou platform.
The power of the head anchor is too large, it is easy to monopolize high-quality resources, and at the same time, it may also suppress the development of other small and medium-sized anchors, and even dare to fight the rules of the platform after becoming bigger, and even directly argue with the platform.
Simba is the most intuitive example.
It is rumored on the Internet that after Simba's "sugar water bird's nest" incident fermented, Su Hua, then CEO of Kuaishou, said at an internal meeting that he would permanently ban Simba. But later, as time went on, Simba still returned to bring goods after the popularity faded, and contributed 2 billion e-commerce GMV to Kuaishou on his debut.
On the one hand, there is no way to give up the ability of big anchors to carry goods, and on the other hand, there are unstable factors that appear from time to time, and it is imperative for Kuaishou to "cut the domain".
Since the second half of 2021, Kuaishou has increased its support for amateur anchors and brand self-broadcasters, and from the effect point of view, this practice has successfully won a new increment for Kuaishou e-commerce, although many big anchors in the past claimed that their accounts were throttled, but this did not stop the process of Kuaishou cutting the clan with an iron fist.
However, as the largest Internet celebrity and delivery expert on the Kuaishou platform, how Simba is positioned has always been a tricky problem. This is not only because the Simba family's position in the Kuaishou e-commerce ecosystem is difficult to shake in a short period of time, but also because Kuaishou e-commerce has long lacked a banner figure that is truly worth building.
Unlike Li Jiaqi of Taobao Live and Luo Yonghao of Douyin E-commerce, although the family anchors on the Kuaishou platform are not inferior in their ability to bring goods, because the atmosphere of rivers and lakes is too heavy, the personality is more risky, it is difficult to bring more imagination space to the platform, and there are few in-depth stories to tell.
In order to find a banner figure for Kuaishou e-commerce, Kuaishou has found many candidates, and last year Kuaishou intended to support Xin Jifei, who came out of the circle with "technology and ruthlessness", but unfortunately failed to achieve long-term results.
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Big streamers switch to supply chains
Ideally, the big anchor and the platform should have a positive relationship with the game, the big anchor contributes high-quality content, the platform gives support and traffic tilt, and the two sides work together to make the incremental disk bigger, and finally each gets what they want.
However, specific to Kuaishou's platform ecology, due to the uneven distribution of traffic in the past, the current big anchors hold fans to their own weight, coupled with the strong reckless atmosphere of the rivers and lakes, the platform's ability to control the big anchors is also very limited.
However, from the perspective of the development process of community platforms, de-headingization is almost the only way for the major platform ecology to move on the right track, traffic distribution will be more even, and it is difficult to have a quarter of the GMV family contributed by a Simba family in the past.
The reduced dependence on the head anchor means that the platform does not need to treat the head anchor differently, and it can be seen from the ban of Simba's live broadcast room that the platform's tolerance for big anchors is decreasing.
Spiral Lab noticed that Simba had staged "true temperament" more than once before during live broadcasts, not only cursing Kuaishou, but also bombarding other platforms such as Taobao and Douyin, but the board punished by the platform was often raised high and gently lowered.
From the perspective of big anchors, getting rid of the traffic dependence on the platform and cutting into the more upstream supply chain is also becoming a major trend in the industry.
Crazy Xiao Yang Ge, who has more than 100 million fans on the Douyin platform, after establishing Three Sheep Network Technology Co., Ltd. last year, has successively launched a series of self-operated products "Xiao Yang Selection", covering spicy strips, dental floss, garbage bags and other categories, and it is reported that it also plans to deploy "Xiao Yang Selection" convenience stores offline this year.
Luo Yonghao, who has announced his return to the technology circle from live broadcasting, has also invested in and laid out many new consumer brands, including Reload and Whatma.
Simba has also tried this aspect, and in August last year, Simba's Xinxuan Group announced the launch of HOLAX, a technology life creator platform, and the first three products were launched: hair dryers, homemade anti-wrinkle essences and Wushuang whale shoes.
Compared with the anchor, the risks they face are often uncontrollable, whether it is platform banning or fading popularity, it may bring about the collapse of the business model, and after entering the supply chain system, the anti-risk ability is improved. For big anchors who already have original accumulation, this is also the way back for the future.
The spiral laboratory has been occupied