Behind Brother Xiao Yang's "bowing and apologizing": how much money can you make by signing 2487 Douyin accounts?

The following article comes from Sina Technology, and the author strives to buy Xiaolang

Editor's note: Recently, Brother Xiao Yang bowed and apologized in the live broadcast room for the plum vegetable meat deduction incident, and bluntly said "I'm sorry brothers". In fact, since the second half of last year, Brother Xiao Yang has deliberately faded out of the field of vision of live broadcasting, but it does not prevent him from "lying down to make money", the Three Sheep Network has signed 2487 Douyin accounts, Brother Xiao Yang's "apprentices" are all anchors with more than 5 million fans, and the monthly GMV of bringing goods is as high as tens of millions or even more than 100 million. Up to now, Brother Xiao Yang and his brother Brother Yang have actually controlled more than 50 enterprises, involving cultural media, network technology, e-commerce, tourism, agriculture, food, clothing and other fields.

Recently, Brother Xiao Yang appeared in the live broadcast room and bowed to apologize to consumers for the plum cabbage meat deduction incident, and bluntly said "I'm sorry brothers".

Earlier, Brother Xiaoyang's company had released a statement on the plum vegetable meat incident, but this move failed to calm the anger of netizens. This also led to the fact that Brother Xiao Yang could only start the live broadcast in person to explain the reason.

In fact, since the second half of last year, Brother Xiao Yang has deliberately faded out of the field of live broadcasting. If it weren't for the big promotion, his frequency of bringing goods has been reduced to once a week, and the duration of each live broadcast has been greatly shortened compared to before. In the view of Zhang Yi, CEO and chief analyst of iiMedia Consulting, today's Xiao Yang is like a high-speed train, and any small mistake may turn into a crisis.

The data also corroborates the fact that "fade out and bring goods". In February this year, as an anchor with more than 100 million fans, Xiao Yang's monthly GMV fell out of the top 20 positions on Douyin, because he only conducted an entertainment live broadcast that month. Since March, Brother Xiao Yang has carried out a total of 5 live broadcasts with goods, with a cumulative GMV of about 107 million yuan.

However, even if he fades out of the live broadcast and brings goods, it will not prevent Brother Xiao Yang from "lying down to make money". According to Feigua data, as of press time, the MCN Three Sheep Network founded by Brother Xiao Yang has signed 2,487 Douyin accounts, of which Brother Xiao Yang's "apprentices" are all anchors with more than 5 million fans, and the monthly GMV of bringing goods is as high as tens of millions or even more than 100 million.

An MCN agency operator told Sina Technology that MCNs and anchors are generally divided according to different cooperative relationships. For example, anchors who cooperate exclusively but are not incubated by MCN itself, the ratio between MCN and anchors is generally 4:6.

Not only that, up to now, Brother Xiao Yang and his brother Brother Yang have actually controlled more than 50 enterprises, involving cultural media, network technology, e-commerce, tourism, agriculture, food, clothing and other fields.

Low-frequency goods, gradually receding

Let's briefly review Brother Xiaoyang's "legendary" experience: from rural Lu'an, Anhui Province, he began to emerge from Kuaishou to Douyin in 2019, and became the first amateur anchor with more than 100 million fans in November 2022. At present, the "Crazy Brother Yang" Douyin account has 120 million followers, which means that one out of every ten netizens in China is a fan of Brother Yang.

In fact, in May last year, Brother Xiao Yang said in a live broadcast that he wanted to withdraw from the network. Sina Technology found that since the second half of last year, Xiao Yang's live broadcast has basically remained at once a week.

Brother Xiao Yang is famous for using funny characters to "reverse bring goods", and his previous monthly GMV ranking was often at the forefront of Douyin anchors. However, according to Feigua data, in November and December last year, the GMV of "Crazy Brother Yang" with goods has fallen out of the top 10, only ranking 14th and 20th.

In January this year, Crazy Brother Yang re-jumped to the 6th place in the monthly list with a GMV of 538 million yuan. But in February, Brother Xiao Yang did not live broadcast the goods, and only conducted an entertainment live broadcast, so the monthly GMV also fell out of the top 20 positions on Douyin. Since March, Brother Xiao Yang has carried out a total of 5 live broadcasts with goods, with a cumulative GMV of about 107 million yuan.

Compared with live broadcasting, Brother Xiao Yang feels that entertainment involves fewer links and is relatively easier. In the view of Zhang Yi, CEO and chief analyst of iiMedia Consulting, today's Xiao Yang is like a high-speed train, and any small mistake may turn into a crisis, and the impact of the recent vulgar live broadcast and product quality turmoil has been overwhelming.

On the way to pursue popularity, Brother Xiao Yang "overturned" many times, and was accused of being vulgar many times and publishing very outrageous meat jokes. The recently released "Public Opinion Analysis Report on Live Streaming Consumption Rights Protection (2023)" also pointed out that compared with 2022, the proportion of uncivilized public opinion on Xiao Yang's goods has increased.

Product quality is also a controversial issue for Brother Yang. In the past two years, Wang Hai, a well-known anti-counterfeiter, has posted many times, directly accusing Xiao Yang of selling counterfeit or inferior goods. The most recent time was during the 315 period, Wang Hai posted that the live broadcast room of "Crazy Brother Yang" had sold the "Royal Emblem Yuan" plum vegetable button meat exposed at the 3.15 party.

is good at "doppelgangers", and is also eaten by "doppelgangers".

However, even if he fades out of the live broadcast and brings goods, it will not prevent Brother Xiao Yang from "lying down to make money". In 2021, Brother Xiao Yang founded the MCN company Three Sheep Network, according to Feigua data, as of press time, Three Sheep Network has signed 2,487 Douyin accounts, covering a total of 387 million fans.

Through the "apprenticeship system", Brother Xiao Yang brought many anchors of the traffic light Huang, Boss Qi, Qiao Mei, Brother Zui, Zhuo Shilin, and Chen Yili under his command, and these "apprentices" are all anchors with more than 5 million fans on Douyin, and their ability to bring goods is also very good.

For example, the anchor "Seven Bosses", Brother Xiao Yang once mentioned in the live broadcast that "Seven Bosses" have more than 10 years of experience in the skin care industry, and there were only more than 200,000 fans when they signed the contract, bringing hundreds of thousands of yuan a month. According to Feigua data, the fans of "Seven Bosses" have reached 6.43 million, and the GMV of goods in a single month has exceeded 100 million yuan.

An MCN agency operator told Sina Technology that MCNs and anchors are generally divided according to different cooperative relationships. For example, anchors who cooperate exclusively but are not incubated by MCN itself, the ratio between MCN and anchors is generally 4:6.

Brother Yang's apprentice "Yellow of the traffic light"

In addition to the anchors, some of the thousands of accounts under the Three Sheep Network are accounts that have been authorized for slice distribution. Brother Xiao Yang did not reject the live video being disseminated by the second creation, but the Three Sheep Network also launched the "Zhong Xiao Er" App to allow creators to settle in, so that Brother Xiao Yang could fission multiple "clones" on Douyin, and realize the follow-up drainage and monetization of the live broadcast room at a low cost.

According to the official website, more than 10,000 people distribute content under the Three Sheep Network. Three Sheep has disclosed that in 2022, a total of more than 11,000 people will be authorized to slice the Three Sheep Network, with a per capita income of 17,000 yuan. According to this estimate, if it is divided according to the ratio of 5:5, the business of live slicing brought 187 million yuan of revenue to Brother Xiao Yang that year.

However, although Brother Xiao Yang has played the distribution of slices into a classic case of Douyin, he has actually suffered the loss of "clone". In February this year, Wang Hai pointed out that the official authorized account "Crazy Little Yang Di" certified by the Three Sheep Network sells fake Wuchang rice, and indicates that the product is responsible for the after-sales of the product. As the plate gets bigger and bigger, how to avoid being eaten by the "clone" is also a problem that Brother Xiao Yang has to face.

It controls more than 50 companies and "rolls" overseas

Brother Yang, who faded out of the live broadcast to bring goods, has re-found a new positioning for himself. Not long ago, Brother Xiao Yang said in a live broadcast, "I don't want to do Internet celebrities now, just do a good job of the company silently." ”

Brother Xiao Yang gradually transformed from an Internet celebrity to an entrepreneur. He and Three Sheep Network's ability to generate revenue is even comparable to that of many listed companies. According to the information released by the Yaohai District Committee of Hefei City, in 2022, the output value of the three sheep online live broadcast will exceed 10 billion yuan, the operating service income will be 860 million yuan, and the tax payment will be 250 million yuan. In 2023, the output value of live streaming will exceed 30 billion yuan, the operating service income will reach 1.5 billion yuan, and the tax payment is expected to exceed 450 million yuan.

According to Tianyancha data, up to now, Brother Xiao Yang and his brother Brother Yang have more than 50 companies under their actual control, involving cultural media, network technology, e-commerce, tourism, agriculture, food, clothing and other fields.

Especially in the field of entertainment, Brother Xiao Yang has shown a lot of ambition. Previously, Brother Xiao Yang announced that this year he would co-brand with the well-known brand VAC to hold music festivals across the country. The first show will land in Hefei in May, and the next day after the official announcement of the first batch of artist lineups, more than 10,000 sets of two-day advance tickets were sold out within one minute.

From spending 30 million yuan on Xiao Yang's concert last year, to visiting Zhao Benshan and Stephen Chow successively, it can be predicted that Brother Xiao Yang, who is an entrepreneur, may get closer and closer to the cultural and sports circles.

In addition, there is another noteworthy action, in order to lay out overseas e-commerce, in October last year, the controlling shareholder of the Three Sheep Network changed its name to "Three Sheep (Hefei) Holding Group Co., Ltd.", and increased the registered capital from 30 million yuan to 50 million yuan. This means that Brother Xiao Yang will bring the experience of live streaming to the overseas market, which is also one of Brother Xiaoyang's top businesses after not being an Internet celebrity.

It is understood that in July last year, after the Three Sheep Network launched its global market layout, it began to set up a team to go overseas, create an overseas MCN organization "Three Sheep Network", and open up the overseas logistics supply chain.

Brother Xiao Yang chose the first stop of overseas goods in Singapore. In January this year, Three Sheep authorized Singapore's local influencer Shop With Sasax to jointly premiere, opening the first step for overseas influencers to bring goods. Soon after the end of the first live broadcast, Three Sheep Network announced that the second stop of its overseas journey would go to Malaysia. According to Sina Technology, the third stop is also in preparation.

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