Brother Xiao Yang is unstoppable and has expanded his business overseas

Crazy Brother Yang wants to be an international company

Brother Xiaoyang's company's three sheep network began to enter the TikTok live broadcast room.

On January 10, Three Sheep authorized Singapore's local talent @shopwithsasax to jointly premiere, and most of the brands with goods were local Chinese brands. The live broadcast also set a new record for TikTok's e-commerce sector in Singapore, ranking first on the Singapore local list.

Source: Three Sheep Network Official Account

Three sheep company also responded that overseas delivery has indeed begun, the first stop in Singapore, the delivery model for the joint overseas talent to empower live broadcast delivery, the delivery of goods brands are mostly local Chinese brands, will gradually begin to layout in more countries.

It is understood that Brother Xiao Yang had already revealed last year that he would lay out TikTok e-commerce.

In April 2023, Hangzhou Three Sheep Network Technology Co., Ltd. officially opened. Subsequently, Brother Xiao Yang responded in the live broadcast to open the Hangzhou branch, "in order to integrate better resources and introduce products, brands, talents and other resources to his hometown Anhui." ”

At the same time, Brother Xiao Yang also revealed that in July, Hefei Three Sheep Network Technology Co., Ltd. will be renamed Three Sheep Holding Group, and the Three Sheep in Hefei will be the global headquarters in the future, because there will be e-commerce behind TikTok.

Tianyancha information shows that Hangzhou Three Sheep Network Technology Co., Ltd. was established in September 2022 and is 60% owned by Three Sheep (Hefei) Holding Group Co., Ltd.

Hangzhou Three Sheep Network Technology Co., Ltd. Source: Tianyancha APP

At that time, as soon as the news that Brother Xiao Yang was going to TikTok came out, it was on the hot search, and #Brother Xiao Yang said that he would open an e-commerce company on TikTok# caused 160 million readers, and the outside world speculated constantly.

Du Gang, CEO of Three Sheep, said, "The main reason for the cross-border e-commerce business is that we have found through the analysis of a large amount of data that the content of Three Sheep has been welcomed by many foreign users who understand Chinese and Chinese culture on TikTok, and some fake accounts have even accumulated millions of followers. This means that we can understand each other in terms of content, and it is relatively easy to convert. ”

Brother Xiao Yang started with short video content and currently has more than 100 million fans on Douyin. As a phenomenal Internet celebrity anchor, with reverse delivery, live slicing, etc., Brother Xiao Yang has walked out of his own way in the field of live broadcasting.

Last year, the headquarters of Sanyang Hefei Group was completed and opened, and it was named "China (Hefei) Content E-commerce Industrial Park". Leveraging the e-commerce business with content is the core competitiveness of the three sheep, and it is also the confidence of Brother Xiao Yang to go to sea.

From July 2023, Three Sheep will launch its global market layout and determine Southeast Asia as a pilot.

After completing the personnel formation of the overseas team and the creation of the overseas MCN agency "Three Sheep Network", Three Sheep invited the domestic excellent editing team to conduct internal testing, and after three months, completed the construction of the 200w fan content matrix of the Three Sheep IP in Southeast Asia.

In terms of supply chain, Sanyang also opened up a cross-border logistics system and quickly established a local warehouse in Singapore to achieve local direct delivery. At present, the self-operated brand "Xiaoyang Zhenxuan" of Three Sheep has taken the lead in entering the Singapore market.

It has become a major trend for head anchors to go overseas

It is not surprising that Brother Xiao Yang went to sea, mainly because going overseas has become a popular direction in the e-commerce industry.

In China, the Internet has entered the second half, the traffic has peaked, the competition tends to be saturated, and the major e-commerce platforms and live broadcast rooms with goods are looking for new increments.

In 2023, low prices are an important label for platforms and anchors to compete for. During the Double 11 period, in order to compete for the "lowest price on the whole network", the platform and anchors have done their best. The grievances between Li Jiaqi, Jingdong Procurement and Marketing, and Haishi Group have attracted the attention of the whole network.

At the same time, Brother Xiao Yang also mocked Li Jiaqi in the live broadcast room for signing a confidentiality agreement to monopolize the price of cosmetics. Not long before that, Li Jiaqi was also caught in a public opinion storm because of the 79 yuan eyebrow pencil incident.

Source: Screenshot of the live broadcast room of "Crazy Brother Yang".

The glorious era of top anchors is gone, and consumers are demanding more and more from anchors. In the case of the whole network pursuing low prices, how much advantage can the anchor have left?

Pinduoduo Temu ran wild in the overseas market last year, and has attracted 467 million unique users in less than two years since its launch, which is on par with AliExpress and ranks second in the global e-commerce rankings, which shows the huge potential of cross-border e-commerce.

TikTok, which was launched by Douyin overseas, is vigorously developing its e-commerce business and has built a live broadcast room business model. However, at present, the overseas live streaming market has not yet been fully developed, and there is still a lot of room for improvement.

For top anchors, going overseas to seize overseas market share is a new growth path. Quite a few players have already started the layout.

Just recently, Dongfang Selection launched recruitment for related positions, including content operation manager, business manager, operation manager and TikTok overseas store operation, with a monthly salary of between 20,000 yuan and 40,000 yuan.

Yu Minhong also mentioned in his conversation with Dong Yuhui that "Walking with Hui" is currently thinking about the opportunity of foreign live broadcasts, and may consider foreign live broadcast attempts in the future. He also suggested that Dong Yuhui could go to Australia for live broadcasting.

It is reported that as early as 2022, it was reported that "New Oriental", the predecessor of Oriental Selection, was going to TikTok to do live e-commerce, but there was no follow-up later. Now that Dongfang Selection is thriving in its domestic business, it is very likely that it will test the waters of overseas live broadcast e-commerce.

Kuaishou's head anchor Xin Youzhi (Simba) also has actions when he goes to sea. In May 2023, Xinxuan Group launched its international overseas plan, and the first stop landed in Thailand.

In this live broadcast, Simba and his team put fruits, skin care products, latex pillows and other product categories on the shelves, with a total sales of more than 830 million and a total order volume of more than 6.78 million.

Source: Xinxuan Group

Simba revealed that in the future, special live broadcasts will be launched in Japan, Singapore, Malaysia and other places.

Luo Yonghao's "Make a Friend" has been stationed on TikTok as early as 2022, and has established the "Make a Friend Overseas Business Department" and "Make a Friend Overseas E-commerce Academy", the former focuses on marketing, commodities and live streaming, and the latter focuses on talent and merchant training.

Hao Xijie, head of the overseas business department of Make a Friend, once said that in 2022, the monthly revenue of the overseas business of Make a friend will increase by 50%-70% month-on-month, and the growth rate will reach 100% in individual months. It is expected that the overall revenue will reach 100 million yuan in 2023.

In addition, it was reported earlier that Qianxun has attracted investment from domestic beauty, 3C digital, personal care and daily chemicals, clothing and accessories brands, and the preferred live broadcast platforms are Youtube and TikTok;

According to App Magic data, TikTok will lead other competitors with 1 billion downloads in 2023, covering countries and regions such as the United States, Latin America, South Asia, and Southeast Asia.

TikTok is becoming the next live streaming e-commerce competition track. For domestic top anchors, this means greater opportunities and challenges.

How far can Brother Yang go?

In every era, there is a wave of people who can eat the dividends. In the years when the short video outlet appeared, Brother Xiao Yang enjoyed the traffic dividend of Douyin, and he has been deeply involved in the content for five years, with more than 100 million fans.

From an Internet celebrity anchor with 100 million fans to the chairman of a group with an output value of 10 billion, "Crazy Brother Yang" has created crazy growth.

In the field of live streaming, Xiao Yang's reverse delivery is very out of the circle, and the slice authorization model he created has further enhanced his personal influence and promoted sales growth in addition to bringing goods in the live broadcast room.

Brother Xiao Yang also specially launched the Zhongxiao Er App to further standardize the authorization of live slicing and provide relevant training. At present, Brother Xiao Yang's editors have reached about 10,000, and the company even pays editors a salary of 50 million per month.

Brother Xiao Yang responded to the monthly salary of 50 million Source: Finance Network Technology Weibo

At the same time, Brother Xiao Yang has vigorously developed his own brand "Xiao Yang Zhenxuan" since last year, as well as absorbing more external talents and incubating the matrix.

At present, Xiaoyang Zhenxuan has gradually entered the public eye, serving more than 10 million users. At the same time, Three Sheep has built a live broadcast matrix of 13 vertical categories in the past year, achieving more than 2.8 million minutes of live broadcast time.

With the continuous expansion of Xiao Yang's business territory, new problems are also emerging. The first is that the growth of industry traffic has slowed down, which has put forward more new requirements for live streaming.

Low prices are no longer a one-size-fits-all formula for live streaming e-commerce. Last year, public opinion on the Double 11 floor price agreement became a big stir, and Shanghai and Hangzhou have begun to stop such vicious competition methods.

Secondly, Brother Xiao Yang's live broadcast has overturned many times in recent years, and he has fallen into a public opinion storm. The competition of live broadcast e-commerce has become more intense, and Xiao Yang, who is at the head of the industry, will inevitably face more supervision, which is a major test for the company's own corporate image, product quality and other aspects.

When the traffic dividend gradually disappears, how to create a long-tail effect is a topic left by the times to Internet celebrities.

Cross-border e-commerce is a new opportunity for Brother Yang. Brother Xiaoyang's works tend to be funny, easy to understand, and can also get a good number of likes on TikTok. Coupled with the replicability of live slicing, Xiao Yang's content e-commerce still has certain advantages abroad.

It's just that, compared with the domestic market, Brother Xiao Yang has to put in more effort to do cross-border e-commerce. Du Gang, CEO of Three Sheep, once said, "The wealth of the sky is given to you, but it is useless to catch it." ”

Although Brother Xiao Yang can reach more international markets and get more traffic with the help of TikTok, the business ecology such as supply chain and marketing services involved behind cross-border e-commerce still needs greater support. Whether Brother Xiao Yang can catch this opportunity is particularly crucial.

Author | Pandora