A few days ago, Kuaishou head anchor "Er Donkey" (hereinafter referred to as "Er Donkey"), who has more than 48 million fans, was broadcasting live outdoors in Qingdao, but was suddenly broken in by a number of men, tied him to the car, and in a series of subsequent disputes, there were even terrifying statements about "burying" Er Donkey alive. Such a terrifying "case" attracted strong attention, but the plot was immediately reversed: according to the Shibei Branch of the Qingdao Municipal Public Security Bureau, this farce was purely "fabricated script for posing for live broadcasting" in order to "earn traffic and attract fans".
From the initial shooting of funny jokes, to later dating with other anchors to earn enough eyeballs, and then to catching the express train of live broadcast and goods, traffic has always been pursued by Er Donkey, so he did not hesitate to use vulgarity, showing off wealth, making up scripts and other forms to win attention. Behind the popularity, false publicity, sales of counterfeits, tax evasion, etc. have appeared in the process of bringing goods to him and his team.
Start with traffic and "die" on traffic. When the made up script was so absurd that he was locked up in the "little black room" again, I wonder if the second donkey would remember that afternoon in 2015, when he simply filmed with the employees in his father's restaurant, and the gears of fate began to turn.
Fabricated script live broadcast was "buried alive" The live streaming career is coming to an endRecently, outdoor tours in cities across the country are the main content of Erdonkey's live broadcast, previously, he just ended his live broadcast in Linyi, through the live video released by netizens, it can be seen that Erdonkey, which has more than 48 million fans on the platform, does have a good audience base, and during the live broadcast, the square is crowded with audiences.
On the evening of August 16, the live broadcast of the two donkeys went to Qingdao. According to the live video, similar to the past, he started broadcasting in a busy city, and randomly interacted with the citizens at the scene and distributed red envelopes. For example, he said to a citizen who looked like a vendor, "How much do you smoke today's red envelopes." The vendor finally chose the sixth red envelope in his hand, which was opened for 2,000 yuan in cash. Then he shared a table with strangers to eat, also randomly distributed red envelopes, successively sent 10,000 yuan in cash, plus drank a bottle of Maotai, and the second donkey shouted loudly, "One table cost me 13,000." ”
Until this time, the live broadcast style of the second donkey was quite normal, but the subsequent fight with women made the live broadcast gradually deviate. He first continuously raised the "price" to persuade women to drink, and then played a game of water polo with women, and when he smashed a water ball straight into a woman's face, the script of the second donkey was about to enter a climax.
The two donkeys "confront" each other (Source: Live screenshot)
The smashed woman "turned her face" with the second donkey, and then called to "shake people", and not long after, a man wearing a large gold chain led several "little brothers" to hurriedly come, came up and slapped the second donkey, the second donkey tried to negotiate a few words, and shouted, "Qingdao is not liberated." Later, the second donkey was escorted into the car by several men and put a black hood on him. Immediately afterwards, he was taken into the wild, where several younger brothers began to dig holes with shovels, while the "eldest brother" wearing gold chains constantly beat and insulted the two donkeys.
During the digging process, the live broadcast was not interrupted, and even the second donkey kept holding the microphone to collect the sound. For this scenario, some netizens could see at a glance that this was a posed script, but some people seemed to fail to find it and called the police. Just in the process of digging the pit, the live broadcast of the second donkey was suddenly interrupted.
The pose caused heated discussions on the Internet, and many netizens thought that such a live broadcast was very vulgar and suspected of smearing the image of the city. Two days after the fermentation of the matter, on the afternoon of August 18, the North Branch of the Qingdao Municipal Public Security Bureau issued a circular: On the evening of August 16, when an online anchor was broadcasting live in the north district of our city, in order to earn traffic and attract fans, he made up a script to pose for live broadcast, which attracted the attention of netizens. The public security organs promptly launched an investigation, and based on the circumstances of the investigation, punished the relevant parties in accordance with the law, and their accounts have been banned by the platform indefinitely.
On the morning of August 21, a reporter from Qilu Evening News Qilu One Point called the Publicity Section of the North Branch of the Qingdao Municipal Public Security Bureau to learn more about the situation, and the staff said, "In fact, not many people think that he was really kidnapped, and they all know that he acted in it." But on the same day, the public security department did receive a police call, and at the same time, there were also reports that the second donkey had tarnished Qingdao's image.
At the same time, the Kuaishou platform also issued an announcement on further strengthening the governance of outdoor live broadcasting, and announced a part of the processing list, including the account of Erdonkey. It is worth noting that among the many streamers who have been processed, most of the anchors have a ban period ranging from 7-30 days, but "two donkeys" is displayed as "banned account", which means an indefinite ban.
From small-town youth to tens of millions of anchors The popularity stemmed from a funny jokeThe ban is not the first time for Erdonkey, who has been playing the Internet for 8 years, but this time the situation may be much more serious than before.
According to public information and part of Erdonkey's previous live broadcast self-statement, his original name is Jing Yuanlin, born in rural Heilongjiang, and he followed his father Jing Yukun to Shijiazhuang, Hebei Province when he was in elementary school. After not going to school, he entered the society and tried work as a security guard, waiter, and selling grilled squid, for which he once mentioned after becoming popular, "I can't smell grilled squid now, because I smelled too much at that time." ”
After his life gradually stabilized, Er Donkey found a job in the gym and met his future wife Ping Rong, who also became an important pole in Er Donkey's business map in the future.
Perhaps thanks to the funny genes that come with their bones, in 2015, when small videos became popular, the two donkeys also began to invest in them. One afternoon, he pulled several employees in his father's restaurant to take a funny joke together, and his fans rose rapidly. As a result, he saw the power of the Internet and devoted more energy to it, constantly producing funny jokes.
At that time, the live broadcast industry was far from the norm now, and all kinds of Internet celebrities or "Internet blacks" appeared from time to time. Whether it is true feelings or making up the script, in short, Er Donkey and another Shijiazhuang anchor "Gou Lei" at that time made an appointment. In the covenant frame, Gou Lei also "contributed" a sentence that was very popular on the Internet at that time, "In the wind and rain, the highway intersection is waiting for you." ”
Halfway through, Er Donkey once left YY Live Broadcast, then returned to Kuaishou, and became the head anchor with more than 10 million Kuaishou fans in only 2 years.
The end of the flow is to bring goods It claims to have $6.8 billion in depositsIn 2018, Erdonkey, who had accumulated a large number of fans, set his sights on live streaming e-commerce and began selling clothes in his wife Pingrong's live broadcast room. At this time, there is still one year before Li Jiaqi becomes the "lipstick brother", and two years later, the first year of live streaming e-commerce has really arrived.
In 2020, with the collective outbreak of the entire live streaming e-commerce industry, Erdonkey's live streaming business has also "risen and the boat is rising", and even the husband and wife have cooperated with Dong Mingzhu, chairman of Gree. In a live broadcast on May 10 of that year, they cooperated to set a record of "30 minutes on sale, and the sales of 3 products exceeded 100 million yuan; Exceeded 200 million yuan after 100 minutes; In the end, the total sales of the whole 3 hours reached 310 million yuan", and the live broadcast was also taken out by the second donkey many times in the future to prove his strength.
Erdonkey and Dong Mingzhu cooperate in live broadcast (Source: Live broadcast screenshot)
At the same time as personal live broadcast with goods, Er Donkey also set his sights on the account matrix, relatives, apprentices and other accounts set up a "donkey family class" for him, and these accounts are like building a "society" for him on the Internet, whether it is to send daily family affection, or funny jokes, in the end it is to grab traffic for greater live broadcast revenue.
In June this year, Erdonkey's cargo territory expanded again, and merged with another anchor "Qi Tiandao" to establish Hanxuan Group. On June 30, the two conducted the first live broadcast with goods, the highest number of online users in the live broadcast room was close to 4 million, and the GMV successfully exceeded 100 million in 6 hours. Among them, 150,000 telecom cards alone were sold, breaking the single sales record of the same category of live broadcast on the whole network.
In addition, there are reports that at present, there are nearly 20,000 anchors under Erdonkey and Tiandao, and at the same time, according to the plan of the two, at least 20 head anchors with an average of more than 10 million per game must be trained; 2,000 waist anchors averaging more than 100,000 per game; There are more than 10,000 "featherweight anchors" per game, forming a matrix of anchors with clear high, medium and low levels to meet different needs.
Although the live broadcast data is eye-catching, as an anchor, Er Donkey has always had some "unreliable" in content output, for example, he once posted a screenshot of the so-called deposit during his live broadcast, claiming to have 6.8 billion, and threatened to withdraw up to 200,000 a day, more than 100 years to complete.
Has been suspected of false publicity and selling counterfeits In order to avoid being counterfeited, he asked Wang Hai for mercyCompared with the content output, the quality problems in the live broadcast of the two donkeys are more worthy of attention, and the "overturning" is not once or twice.
In 2020, "Donkey Sister-in-law" Hirarong brought a matsutake wine in a live broadcast, she said that the matsutake mushroom in it was the only thing that could survive after the atomic bomb, which could protect against radiation and treat sleep, which was particularly good for the body. This exaggerated statement has made netizens find professional counterfeiter Wang Haiqiu to fight counterfeiting. After the matter fermented, the two donkey couples publicly apologized and begged for mercy in the live broadcast, and even called Wang Hai "dad".
On August 21, a reporter from Qilu Evening News Qilu One Point also contacted Wang Hai, saying that there were indeed netizens who asked to crack down on fake "matsutake mushrooms", but because a long time had passed, and there was no provision for "keeping videos with goods for three years" at that time, it was not easy to fix evidence, so he did not follow up in depth. As for the act of shouting "Daddy", he saw it more as a joke.
In 2021, the Erdonkey live broadcast room broke out again in the cottage Duowei mobile phone incident. At that time, the two donkeys and his wife announced in the live broadcast that the Duowei 12Pro mobile phone sold was 8G storage 128G memory, high-definition quad camera, and Tiger high-end processor, the official price was 4999 yuan, and its live broadcast room dropped 3000 yuan, the price was 1999 yuan. After a script, the final sale price of the phone was 899 yuan. The product sold more than 20,000 units in one fell swoop.
However, in fact, the product is fraudulently using the network access license of other models of mobile phones, and the actual storage and memory are completely inconsistent with what the two donkeys and his wife introduced in the live broadcast room, and at the same time, the camera of the mobile phone also has problems.
In this incident, Wang Hai and his team intervened in consumer rights protection, "The mobile phone matter was an industry issue at that time, and many parties were responsible, and our legal team helped some consumers to protect their rights." ”
In addition, Erdonkey's wife Pingrong was also punished for tax evasion. According to the news on the website of the State Administration of Taxation on February 22, 2022, the tax department of Guangzhou City, Guangdong Province, handled the tax evasion case of online anchor Ping Rong in accordance with the law, and imposed a fine of 0.6 times on Ping Rong for tax recovery, late payment fees, and a total of 62.003 million yuan. After being punished, the "donkey sister-in-law" account was banned, and at the same time, she lost the opportunity to show her face in public.
As a professional counterfeiter who is familiar with the live streaming e-commerce industry, Wang Hai talked about his views on anchors such as "Er Donkey", "It is inevitable to be blocked, the anchor is not an actor, the anchor must have the ability to output content, whether it is paragraphs, knowledge or values, if you act in the script in the live broadcast goods, it is deceiving consumers." At the same time, he also reminded, "As a consumer, don't blindly believe the anchor, even if he has the ability to output content, he does not necessarily have the ability to select products." Be rational and don't have to love the house and the wu. ”
For the specific situation of this ban and the future planning arrangements of its other accounts, Qilu Evening News Qilu One Point has tried to reserve an industrial and commercial registration phone number through Erdonkey's related affiliates for interviews, but nearly 20 phones from many companies are mostly empty, unanswered or have changed owners, and occasionally those who connect also said that they have no cooperative relationship with Erdonkey. At the same time, the reporter also tried to contact Qi Tiandao's company that cooperated with Erdonkey, and the other party said that he was unclear about the relevant matters and the contact information of Erdonkey's team.
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