How the top streamers on Douyin and Kuaishou – Crazy Brother Yang and Simba – are holding large-scale free concerts to expand their brand influence and maintain fan loyalty. Crazy Brother Yang's concert in Hefei last year, and then compared Simba's concert in Hangzhou. Both of them have adopted the method of distributing free tickets, not bringing goods, and not accepting tips, and invited many well-known stars and artists to participate, bringing high-quality audio-visual experience to the audience.
The logic behind this approach: in this way, these influencers are able to expand their influence, achieve the "out of the circle" of the brand and improve the brand class. Not only as a way to give back to fans, but also for long-term brand growth and retention. These concerts not only enhance the personal brand value of the streamers, but also help their apprentices attract new fans, while also strengthening the private domain connection with fans through WeChat mini programs. In the context of stricter regulation and market changes in the online live broadcast industry, Simba and Crazy Brother Yang have made a strategic layout by holding concerts and other activities not only for short-term traffic growth, but also for their long-term development and stable position in the live broadcast e-commerce industry.
On the stage of the virtual world, the super-head anchors on the two giant platforms of Douyin and Kuaishou, Crazy Brother Yang and Simba, are challenging the traditional online live broadcast model through large-scale free concerts. Last year, the concert held by Crazy Brother Yang in Hefei, compared with Simba's concert in Hangzhou, the two not only remained consistent in terms of ticket policy, but also jointly chose not to bring goods and not accept rewards, with the help of many stars to join, bringing an audio-visual feast to fans. Behind this move, it is not only to give back to fans, but also a far-sighted marketing strategy, with the aim of expanding the influence of personal brands in this way and achieving a broader brand out of the circle.
As an offline event, the concert is not only an opportunity for online anchors to interact with fans at zero distance, but also an effective means to extend the virtual online image to real life. Crazy Brother Yang and Simba successfully combined the virtual and the real through a free concert, allowing the audience to feel a new fan experience in laughter and music. This kind of expansion beyond the platform has made anchors no longer just Internet celebrities on the screen, but also high-profile stars in reality.
Crazy Brother Yang chose to hold a concert in Hefei, bringing the music carnival to reality. The free concert not only attracted a large number of fans, but also attracted many celebrities. This is not only a huge feedback to fans, but also a close integration of his personal brand with music, stars and other elements to create a more multi-dimensional image, making Crazy Brother Yang stand out in the field of online live broadcasting. Behind the concert, the big anchors of Douyin and Kuaishou are realizing the "out of the circle" of their personal brands in an ingenious way, that is, jumping out of the scope of the original narrow live broadcast platform and moving towards a wider social circle. This kind of "out of the circle" is not simply to push Internet celebrities to more people's vision, but also to deeply plant their image in the hearts of the people through large-scale events such as concerts, and realize the gorgeous transformation from "Internet celebrities" to "social celebrities".
Simba's choice to hold a concert in Hangzhou is also a big development of his personal brand. By inviting many well-known celebrities and artists to participate, Simba has not only made great efforts in the audio-visual experience, but also taken a solid step in the brand grade. This concert full of artistic atmosphere has made Simba's image more diverse in the hearts of fans, making his brand gradually move beyond the narrow platform label of Kuaishou and into a wider social field.
In the context of stricter regulation and market changes in the online live broadcast industry, Crazy Brother Yang and Simba held concerts and other activities not only to pursue short-term traffic growth, but also to make a strategic layout for their long-term development and stable position in the live broadcast e-commerce industry. Through the concert as a large-scale event, they skillfully build a solid bridge between the brand and fans, and achieve a deeper and more comprehensive reach to users. Crazy Brother Yang strengthened the private domain connection with fans through the WeChat mini program, which not only allowed fans to maintain closer interaction with him after the concert, but also led the live broadcast e-commerce to a new stage. The retention of this private domain traffic has injected stronger vitality into his personal brand, and at the same time, it has also made him an industry
A leader in the field. Crazy Brother Yang is not only a popular online anchor, but also demonstrated his deep understanding of the development of the brand and the industry in the concert activities. Through the WeChat Mini Program, he has built a unique fan community, which is not only highly active, but also a banner for him to lead the industry trend. This all-round layout makes Crazy Brother Yang stand out in the online live broadcast industry, not only an Internet celebrity, but also a brand leader.
At the same time, Simba's Hangzhou concert also injected new vitality into the online live broadcast industry. This concert full of artistic atmosphere is not only a unique interpretation of music, but also a clever improvement of the brand's grade. By inviting well-known stars and artists, Simba turned the concert into an artistic feast, so that the audience can feel a profound cultural precipitation while enjoying the music. This attempt to combine live streaming with art has made Simba unique in the industry as an artistic watchman, leading live streaming to a higher level.
The free concert is not only a grand event to attract traffic and enhance brand influence, but also a deep penetration of fans. This method of holding no fees, no goods, and no rewards is a subversion of the traditional business model, and it is also an extreme care for fan loyalty. The reason why Crazy Brother Yang and Simba chose this way is to let fans feel an unparalleled and priceless audio-visual feast, so as to establish a deeper emotional bond in their hearts.
Crazy Brother Yang's Hefei concert is not only a carnival of music, but also a collision of hearts. By holding the concert regardless of the cost, he made the concert a sensual feast, so that the audience could establish an indescribable tacit understanding with the anchor in the intoxication of music. This kind of emotional resonance makes fans' loyalty to Crazy Brother Yang no longer just stay at the virtual network level, but also go deep into the depths of the soul. Under the consideration of money and interests, fans are more willing to become staunch fans of the Crazy Brother Yang brand, which is the "priceless" value that the concert brings to the brand.
While Crazy Brother Yang and Simba expanded their brand influence through free concerts, it also sparked a controversy about the business model. Some believe that free concerts are just a momentary buzz and that it is difficult to achieve sustainable business models. They believe that in today's increasingly competitive live streaming industry, an overly generous free policy may lead to financial pressure on streamers, ultimately affecting their creative passion and the quality of their live broadcasts.
The holding of free concerts is undoubtedly a compelling business practice, but the viability of the business model is still a question worth pondering. Although concerts can enhance brand influence, how to maintain commercial profitability while building a brand is a problem that anchors must seriously consider. This controversial concert is calling for a deep reflection and innovation of the business model in the online live broadcast industry. Crazy Brother Yang and Simba successfully expanded the influence of their personal brands by holding large-scale free concerts, which triggered thinking about the business model of the online live broadcast industry. Whether free can become a long-term business model is still a mystery to be solved.