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- Source/Night Deep Finance
- Author/Night Deep Finance
Introduction: The medium is everything, and everything is the medium, but there are limits between different media.
Recently, several hot search topics about Crazy Brother Yang on the Internet attracted me:
First of all, the news that Brother Xiao Yang fell out of the top 20 on the list of goods appeared from time to time, and recently withdrew from the joint venture company with the United States, with a posture of withdrawing from the network and living behind the scenes.
Secondly, although it is no secret that Brother Xiao Yang is getting tired in the face of live broadcasts, the traffic of his apprentices "Brother Zui" and "Yellow with Yellow and Green Light" is not ideal, and there is no perfect acceptance of the traffic expected by the outside world.
As the first person in the live streaming industry today, Xiao Yang's dynamics are not only about individuals, but to some extent reflect the new changes in the field of live streaming.
Have you noticed that in 2024, it is becoming more and more difficult to wait for Brother Xiao Yang to appear in the live broadcast room.
Coincidentally, "Kuaishou First Brother" Simba also announced the suspension of live broadcast delivery not long ago, and the new "top stream" Dong Yuhui also frequently showed a tired posture in the mediation with live broadcast delivery, does this mean that the business of live broadcast e-commerce is about to sail to a new direction?
This speculation is not without reason, in the past period of time, there have been frequent overturning incidents of super anchors, which have eaten up the high-dissipation ecological business of live streaming, on the one hand, constantly eating away at consumer trust, and on the other hand, enjoying a high degree of privilege has caused user dissatisfaction.
This live broadcast brings goods to the grievances and grievances of the rivers and lakes, and what is leveraged may be the leverage of the reshuffle of this industry!
"I often think that when I didn't have money before, compared to the current days, the pressure is too great now, and I can go to the kindergarten to hold a parent-teacher meeting on the hot search. ”
After success, people always habitually recall the past eventful years, and sigh that the mountains are just like this, and Brother Xiao Yang is no exception.
Versailles? some, but it does have a certain amount of capital.
With more than 100 million fans on the whole network, a phenomenal Internet celebrity in the new era, as early as 2022, its three sheep (Hefei) Holding Group Co., Ltd. has achieved a revenue of more than 10 billion yuan, paid taxes of 250 million yuan, and provided jobs for tens of thousands of people.
The word crazy in its IP has become the best footnote for the two brothers to start a business.
Source: The official account of Crazy Brother Yang's B station
Leaning over in the field of short videos, relying on the "crazy" series to quickly attract fans out of the circle, he turned to the field of live broadcasting, and opened the "crazy" reverse delivery, from recruiting tens of millions of fans and apprentices to inviting celebrities from different circles to sit in town, Brother Xiao Yang has created a "crazy" e-commerce myth.
But "madness" is a double-edged sword, and it is easy to scratch oneself if it is more than sharp.
The hurricane on the road with goods has always been plagued by the turmoil of fakes, from the professional anti-counterfeiter Wang Hai fired five times repeatedly, to this year's 3.15 party was exposed to the use of trough meat with plum vegetables, Brother Xiaoyang's reputation has always shown multi-level differentiation.
And after his apprentice "Yellow of the Traffic Light" was named vulgar and brought goods by the China Consumers Association, it intuitively shows that the "crazy" methods of Brother Xiao Yang and his team are no longer appropriate, and the super anchor is not able to dominate everything.
It's not that Brother Xiao Yang doesn't understand this truth, and the brave retreat of the torrent is the answer he handed over.
At the beginning of March, Brother Xiao Yang said in the live broadcast that there will be more entertainment live broadcasts in 2024, and the number of live broadcasts will gradually decrease. I will focus more on entertainment live broadcasts, electronic music festivals, music festivals, film and television projects, and the development of offline physical stores.
Indeed, today's Xiao Yang is completing his gorgeous transformation from an Internet celebrity to an entrepreneur, after all, the controversy surrounding him in front of the stage has a big impact on the entire company's environment.
Brother Xiao Yang, who was standing at the crossroads, chose to retreat into the background or prepare for a rainy day for this business empire.
The top priority for the three sheep enterprises that are stepping on the tuyere is how to achieve sustainable development.
Source: Three Sheep Network
Wei Ya and Li Jiaqi's experience is the best illustration that the risk of standing in front of the stage is too great, and all eggs cannot be put in one basket.
Brother Xiao Yang once sighed: If you go to the kindergarten to hold a parent-teacher meeting, you can be on the hot search, and you have no personal space and can't eat food stalls.
The deep-seated reason behind this is the impact of the founder's personal image on the company, which is exposed in front of the stage, and it is inevitable that there will be times when the wrong thing is said or done wrong, and the impact on the company will be huge in case of an accident.
Therefore, we can see that Brother Xiao Yang continues to include tens of millions of anchors, trying to achieve a smooth transition of traffic.
More importantly, the development of live streaming has gradually matured, the management of the industry has become increasingly strict, and the cost of making mistakes has further increased when there is a problem with the company and products.
Simba, the "first brother of Kuaishou" at the other end, also looked embarrassed about live broadcasting, saying that he wanted to suspend the live broadcast, precipitate for two years, go out to learn artificial intelligence, and then choose a new track to start again after two years.
The super anchors are on the slope of the donkey, which has the same effect.
With the increase in the voice of major brands in front of the anchor, the exclusive label of the anchor such as the lowest price is no longer played, and the previous controversy between Brother Xiao Yang and Li Jiaqi is enough to illustrate the problem.
Losing the cost performance, consumers will have one less necessary reason to watch the live broadcast, and the set that provides emotional value will gradually fail, and the donkey will be much more decent than being driven down.
Brother Xiao Yang knows this truth very well, and he started with short videos and live broadcasts, but he must not be trapped here.
Holding concerts to improve brand influence, entering different tracks to find ways to solve problems, and how to operate a more "light" model trading company may be one of the challenges faced by Brother Yang.
Brother Xiao Yang's troubles are a problem that super anchors need to face together.
In addition to Internet celebrities such as Simba and Brother Xiao Yang who have their own groups and industries who want to quit, Dong Yuhui, the "new first brother", also confided in his heart many times: The live broadcast is not so happy, and the pressure is not small.
Source: The official account of Dongfang Selection Station B
The veteran anchor Li Jiaqi, who is fighting in front of the stage with multiple interests, sighs that he has a headache to die every day, and he can break the defense because of a barrage, which shows his irritability with live broadcasts.
These big anchors are all in trouble, telling the new trend of the live streaming industry.
On the one hand, the trend of de-heading is just the beginning, and the exit of head anchors can bring traffic coverage opportunities to other merchants and anchors, which is conducive to the healthy and balanced development of the industry.
On the other hand, live streaming will eventually return to the product level, and the emotional value blessing of the anchor is only one aspect, only the quality and price advantage are the key to long-term popularity.
It is foreseeable that under multiple factors such as management, algorithms, and traffic, there will only be fewer and fewer super anchors, and live streaming is gradually moving towards a new stage.
The development of digital human and AI technology is the best illustration that the change of underlying technology has a strong influence on the development of the industry.
Now it seems that the super anchors who are taking advantage of the momentum and the traffic are standing on the top of the tuyere on the one hand, and under the dangerous wall on the other, and their rise and fall is just a cyclical proposition in the rolling business trend.
Perhaps in the future, an era without super streamers is accelerating.
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