A large number of anchors frantically poured into the three sheep

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Where the traffic of the live broadcast industry is, the anchor is there. This sentence can not only summarize the traffic changes of the live broadcast platform, but also describe the rise and fall of MCN institutions.

Most of the time, MCN institutions are unable to create and replicate celebrity anchors, and it is difficult to control the balance of the relationship between celebrity anchors and institutions. Therefore, the stay of a celebrity anchor may affect the rise and fall of an MCN.

However, because MCN itself gathers a large number of commercial resources, a good MCN organization may also attract many anchors to take the initiative to join, such as the little elephant and big goose in the game live broadcast industry, and Youliang Culture, which once claimed to "cover 900 million fans".

The MCN organization created by Three Sheep as the "first brother of Douyin" Crazy Brother Yang has been in full bloom this year, not only spending 30 million to hold a concert that has been paid attention to by the whole network, but also its 50 million salary is also constantly swiping the screen.

Especially in the second half of this year, who can become Brother Xiaoyang's apprentice, or who can add three sheep, has always been a topic of concern for fans. Crazy Brother Yang also responded that he was afraid that after the anchors joined, the service would not be good, so he refused many cooperations. However, Crazy Brother Yang's words do not seem to have slowed down the pace of the three sheep, a large number of anchors are still frantically pouring into the three sheep, and the business territory of the three sheep has been further expanded.

1

The anchors of various vertical categories poured into the three sheep

The wave of anchor joining boom of Three Sheep can be said to have started in September. At that time, the beauty anchor Zhuo Shilin announced that he was apprenticed to Brother Xiao Yang, which shocked the whole network, because in the past, Brother Xiao Yang's apprentices were all experts with millions of fans, and most fans were also diverted from Brother Xiao Yang. And Zhuo Shilin herself is an anchor with tens of millions of fans, especially for netizens in Guangdong, who is very appealing.

The addition of Zhuo Shilin is like opening a door, and then in the first half of this year, the anchor Li Paoer, whose fans skyrocketed by tens of millions, also joined Three Sheep and became the chairman of Three Sheep Shenyang Branch.

In October, Three Sheep ushered in the third beautiful anchor with tens of millions of fans - Chen Yili, who has a similar audience to Zhuo Shilin. After joining the Three Sheep team, Chen Yili's frequency of bringing goods has increased significantly.

In November, Lingye, who focuses on challenging tasks, became the fourth anchor with tens of millions of fans to join Three Sheep.

This month, Haiyang, who was once popular all over the Internet as a takeaway brother, was also rumored to have joined Three Sheep, so he rushed to Hefei to join the team, and also updated the video to thank Crazy Brother Yang for his encouragement. It's just that the video was later deleted, and the result of the cooperation between the two sides is still unknown.

In addition to these anchors with tens of millions of fans lining up to join the three sheep, there are also many middle-waist anchors who are also joining. For example, Xiaomei Royal Sister, Super Brother Digital, Xiaoyu Women's Clothing, etc. Among them, Xiaomei Yujie has partnered with Xu Huasheng, an anchor with tens of millions of fans, and has the attention of 3 million fans on Douyin. Chaoge Digital had more than 1.5 million fans before joining Three Sheep, and its main focus was on bringing digital products. Xiaoyu women's clothing also has more than 1.5 million fans, and you can tell that it is the anchor of women's clothing vertical category by looking at the name.

Recently joined the three sheep also Kangkang Tea House and Xiao Chen couple, Kangkang Tea House was previously the anchor of Li Mocha MCN, this time he cooperated with the three sheep, Xiao Yang revealed in the live broadcast room that he wanted to ask him to become the CEO of the Xiamen branch of the three sheep. The situation of Xiao Chen and his wife is special, both parties have officially announced that they have joined the three sheep, and the slicing three sheep team of Xiao Chen and his wife has also opened the authorization, but recently the Douyin MCN logo of Xiao Chen and his wife has been removed, and I don't know if the cooperation between the two parties has changed.

Overall, after the three sheep joined with Zhuo Shilin, the speed of signing talent anchors has accelerated significantly, and such actions are getting faster and faster.

2

Three sheep signed a big anchor to make a steady profit

The head anchor is a hot resource, and there have been many in the industry in the past, and MCN needs to give a huge signing fee and resource support in order to reach a contract with a well-known anchor. And the reason why the three sheep can attract so many anchors to take the initiative to join is nothing more than because of the golden signboard of Crazy Brother Yang, which has formed a siphon effect on the anchor.

First of all, Brother Xiao Yang's own strong IP can empower the anchors under the Three Sheep, and every time Brother Xiao Yang starts broadcasting, it can attract tens of millions of viewers. As long as many anchors connect to Brother Xiao Yang, they can get traffic that is usually unattainable, and after joining the three sheep, Brother Xiao Yang often rounds the room in the live broadcast room, which is equivalent to reporting a "traffic thigh" for other anchors.

Taking Zhuo Shilin as an example, when she brought the goods by herself, the highest online audience was only 30,000, but on the first day she joined Brother Xiaoyang, the highest online audience exceeded 300,000, forming a huge contrast between the two.

Secondly, Brother Xiao Yang's resource supply chain and slicing business are also favored by many anchors. An anchor who wants to be an e-commerce live broadcaster, a mature supply chain is indispensable, and Three Sheep has now formed its own e-commerce system, as well as its own self-operated brand products. The slicing business is a boost to anchors, and the perfect content distribution matrix of Three Sheep has already had a scenario where authorization is difficult to find in the current market. This is also what Lingye and other anchors value when they join the three sheep.

The anchor can get business resources and traffic blessings from the three sheep, and the three sheep must of course also harvest value from the anchor. From the anchors currently signed by Three Sheep, it can be found that Three Sheep is also using anchors to join to lay out their own industries.

These big anchors with tens of millions of fans signed by Three Sheep this year are not the same category as Crazy Brother Yang, such as Zhuo Shilin and Chen Yili's appearance field, Li Pao'er and Lingye's task challenge field, the addition of these head anchors can deliver traffic to Three Sheep, so that Three Sheep's products can cover the track outside of Brother Xiaoyang.

The liquor products where Xiaomei Yujie is located, the 3C digital where Chaoge Digital is located, and the tea products where Kangkang Tea House is located are all tracks that require professional knowledge and vertical depth and relatively high customer unit price. Absorbing the addition of these anchors will enable the three sheep to quickly lay out the various Saida of Douyin e-commerce in a short period of time, and break through the daily necessities where Brother Xiao Yang used to be.

There is no doubt that the three sheep have tightly grasped the traffic field of "Brother Xiao Yang", and it will be expanded to other middle-waist vertical anchors. And use "goods and fields" to attract more top anchors to join, and continue to input new momentum for this traffic field. The addition of other vertical anchors can also make the "goods and fields" of the three sheep continue to upgrade.

3

epilogue

As the saying goes, "It's good to have your back against a big tree." "The three sheep at the moment are undoubtedly the MCN that many anchors value the most. But it must be said that such a phenomenon has not appeared in the past, the dolphin head in the earliest game live broadcast era, and You Liang, where Zhuo Shilin and Chen Yili were before, have all had a time when they responded. But how long such appeal can exist after all, in many cases, it is not up to MCN to have the final say.

The anchor itself has a life cycle, and it is almost impossible to copy a head anchor. And often a negative public opinion can make all the past efforts of the anchor disappear. Not long ago, Brother Yang's apprentice's incident brought goods, which caused his three sheep team to encounter an unprecedented crisis of public opinion.

It is rumored that Brother Xiao Yang has "withdrawn from the network" many times, for Brother Xiao Yang, at present, the three sheep can sign so many anchors in a short period of time and lay out multiple vertical tracks, that is, they use their existing influence to compete with the traffic heat cycle to grab time.

It is reported that Three Sheep is laying out TikTok e-commerce, will there be more international anchors joining Three Sheep next time?

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