Crazy Brother Yang and Simba step into the same river

Author丨Iron Hand

Editor丨Nuts

封面来源丨Unsplash

One is a grassroots Internet celebrity with more than 100 million fans on Douyin, and the other is a super anchor who responds to every call on Kuaishou.

Although the reasons for stopping the broadcast are different, the business layout of the two big Internet celebrities this year is strikingly similar, that is, to support their "apprentices" who have gradually become a climate, and further divert their own traffic halo.

In this case, it has become logical to continue to create topics for the apprentices' live broadcast room under the gimmick of stopping the broadcast.

In the live broadcast of the two brothers, it is not difficult to see that the two of them seem to be a little tired of today's live broadcast business, but because they have already formed a corporate operation, even if Crazy Brother Yang and Simba don't want to bend their waists for traffic anymore, the pressure of the company behind them also makes them have to move forward.

Now that the live streaming industry has gradually gotten rid of the stage of savage growth, these two entrepreneurs from the grassroots can still be favored by traffic, and have become an iconic symbol in the era of Internet celebrity economy.

But as both of them want to complete the transformation from Internet celebrities to entrepreneurs, will this road that few people have traveled achieve the second spring of their careers?

1

The two top streamers collectively stopped broadcasting

In a recent live broadcast, Crazy Brother Yang said that he would stop broadcasting for 2-3 weeks, and the specific reason was to concentrate on filming film and television.

In the previous live broadcasts, Crazy Brother Yang also said many times that he would reduce the number of live broadcasts this year, and would focus more on self-operated brands and company affairs, and would also continue to organize activities such as electronic music festivals and music festivals.

According to relevant reports, the Three Sheep Group under Crazy Brother Yang has officially announced that it will hold the "DXYG-VAC" electronic music festival in Hefei in May, of which the first batch of 17,000 tickets were sold out within 30 seconds.

Although Crazy Brother Yang will reduce the frequency of his live broadcast, it does not mean that his account with more than 100 million fans will also be idle, according to Brother Xiao Yang himself, this year may be succeeded by his own apprentice in his live broadcast account.

In fact, Brother Xiao Yang's choice to fade out of the live broadcast room at this time is also a way for him and the company to calm down the controversy.

At this year's 3.15 party, Crazy Brother Yang and his anchor had brought the plum vegetable button meat was exposed, which aroused widespread attention, although the Three Sheep Group has said that it will compensate consumers in advance, but it was still bombarded by a large number of netizens.

Recently, there have been consumers who have announced that they will sue the manufacturer of the three sheep network and the plum vegetable buckle meat, demanding a refund of 10 yuan, and at the same time compensating for 1 yuan for mental damages, and the case has been accepted by the relevant departments.

Coincidentally, almost at the same time that Crazy Brother Yang announced the suspension of broadcasting, another super Internet celebrity Simba also revealed in the live broadcast that he wanted to suspend the live broadcast, precipitate for two years, go out to learn artificial intelligence, and choose a new track to start again after two years.

Simba also said that there is nothing to excite him in the current live streaming industry.

Like Crazy Brother Yang, Simba's Xinxuan Group is now a top MCN company in the live streaming industry, with a total GMV of over 50 billion in 2023 and a total sales of more than 200 billion in five years.

In addition, Simba has also paid special attention to the support of "apprentices" in the past year, in addition to frequently appearing on the platform of the apprentices' live broadcast room, he also frequently attracts traffic for them through personal influence. At present, among Simba's apprentices, the most successful "Dandan" has more than 95 million followers.

2

Don't want to do it for a long time?

Under the scenery of the two leading live broadcast agencies, Three Sheep and Xin Xuan, the souls of the two companies seem to have already shown fatigue.

This fatigue is not only physiological, but also mental.

In December last year, Crazy Brother Yang poured bitter water in the live broadcast: "The pressure is too great, I don't want to be an Internet celebrity." If you go to the kindergarten to hold a parent-teacher meeting, you can be on the hot search. There is no private space, and there is no way to eat food stalls. ”

From the perspective of ordinary people, top Internet celebrities like Crazy Brother Yang and Simba have already achieved financial freedom early, and there is really no need to continue to appear in front of the camera for material rewards.

But as Crazy Brother Yang himself said, now he is not only live streaming for himself, but also being pushed by the team behind him. Three Sheep Group currently has hundreds of full-time employees, and there are more than 10,000 part-time editors online, and most of these people need to rely on the personal traffic aura of Crazy Brother Yang.

Simba's situation is also very different, according to Simba himself revealed in the live broadcast, Xinxuan Group has to pay more than 1.1 billion salaries to 4,860 employees every year, more than 200 million yuan in rent, utilities and expenses, and more than 2 billion yuan to the platform, which is basically equivalent to playing for nothing in a year.

Although the fixed expenses in Simba's mouth cannot be verified, it can also be seen from the side that the super Internet celebrities who have gone from individual to group battles are indeed in a situation where they can't help themselves.

In addition, because they are in the center of traffic, while enjoying the commercial benefits brought by the huge attention, the two will inevitably be eaten by traffic.

A few unintentional words in the live broadcast room may become a topic entry on the hot search the next day, and in the face of overwhelming public opinion, sometimes there is no room for the parties to explain.

At the same time, because they are in the business of live broadcasting, and they are representative figures of their respective platforms, Crazy Brother Yang and Simba have always been the "key objects" of professional anti-counterfeiters, although this kind of attention is not inappropriate in legal theory, and even consumers recognize this practice of forcing big anchors to strengthen quality control. But being stared at like this all the time is still not very comfortable after all.

It's no wonder that Crazy Brother Yang will complain during the live broadcast, "Don't make a fortune, what are you doing with such a fortune, I told you that making a small fortune is the fastest life, don't make a fortune! ”

3

Where do big anchors go?

In fact, the plight of Crazy Brother Yang and Simba is not only the common "growing pains" of the two, but also a true portrayal of the current super-head anchors in the industry.

Li Jiaqi, the first brother of Taobao Live, also had an unbalanced mentality in the live broadcast, saying that he had headaches every day due to the live broadcast, but fans can not buy it, and Li Jiaqi still has to broadcast.

This kind of imbalance in mentality also made Li Jiaqi finally have an accident in a live broadcast last year, and the sentence "Where is it expensive" has become a hot stalk of the year, and he has become the target of countless netizens.

The big anchor can't help himself, and it has almost become the general consensus of these kings in the goods industry.

At present, there is still a lack of successful cases in the industry that have successfully transformed from Internet celebrities to entrepreneurs, if Luo Yonghao and Yu Minhong are counted, there is a precedent for changing careers from entrepreneurs to big anchors.

Crazy Brother Yang and Simba want to gradually transform from the live broadcast room to the backstage, but for the two companies, they are actually giving away a large wave of free traffic, and from a purely commercial point of view, such a change in the direct interests of the company will obviously not be accepted by the company's decision-makers.

Under this contradiction, in fact, there is no solution that can have both, that is, to support new anchors to undertake the traffic of Crazy Brother Yang and Simba, in fact, in the past year or two, both of them have been working in this direction.

But this practice may also give rise to new problems, that is, when the apprentices also become the head anchors, it is inevitable that they will be burned out in the live broadcast over the years, in this case, it seems that they will start to cultivate new traffic successors, and so on, until they lose the ability to go through the cycle.

However, for Crazy Brother Yang and Simba, the future problems can be left to the future to solve, but at the moment, both of them coincidentally chose to temporarily suspend the broadcast.

In addition, it is also worth noting that although the live broadcast is in the limelight at the moment, no one can predict how the market will change in a few years.

From this point of view, the rapid retreat of Crazy Brother Yang and Simba is also a kind of protection for their own traffic aura.