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- Source/Night Deep Finance
- Author/Night Deep Finance
Recently, an announcement was circulated on the Internet that Xinxuan's anchors would be suspended indefinitely. The content shows that due to force majeure, the anchors of Xinxuan Group will be suspended indefinitely from now on.
Source: Sina Hot Spots
However, after verification, Xinxuan's official Weibo and Xinxuan Group's official account have not released this news, and Kuaishou's official platform has not explained anything.
It is speculated from this that the anchors of Xinxuan may have other intentions for stopping the broadcast.
At the start of the broadcast, he angrily reprimanded Kuaishou
Tears spilled in the live broadcast room again
Two months after retiring, Simba angrily reprimanded Kuaishou when he started broadcasting.
accused Kuaishou of accepting 500 million "protection fees" and conniving at emotional anchors Ma Hongtao and Taiyuan Lao Ge to make false recordings and touch Simba through rumors.
Source: Screenshot of Simba's live broadcast on April 21
said that no one in Kuaishou dared to face Simba, and asked Kuaishou to prove it for Simba, showing his determination to be different from the emotional anchor.
It was also revealed that during the 315 period last year, Kuaishou spent money for Taiyuan Lao Ge and Sichuan Coke to eliminate the blacklist.
At the same time, he angrily scolded Kuaishou as a "garbage platform", saying that he had been on the Kuaishou platform for a long time, and he had been treated unfairly, and there was no justice at all.
To raise the power of the platform to "destroy" Kuaishou!
At the live broadcast scene, Simba's emotions were almost out of control, and his words were fierce, claiming that "you (Kuaishou) dare to block all my anchors, and I dare to sue you that the platform has no cash flow! I dare to stand in front of the Hong Kong Securities and Futures Commission and report with my real name."
Simba's "apprentice" and assistant wanted to shut down the broadcast several times, but Simba stopped them.
Because Simba once spoke fiercely, he was soon banned by Kuaishou officials for "attacking and smearing others".
Simba then transferred multiple apprentice accounts, and was also "banned five times in a row".
Source: Kuaishou
The so-called emotional anchors, generally in the name of "mediating emotional disputes", make up absurd and bizarre plots, and win the attention of users by "selling miserably", and most of the consumer groups are the elderly who have no ability to distinguish information. And Taiyuan Lao Ge made his fortune through absurd family emotional vulgar scripts, and then transformed into an e-commerce company, but during this period, he still attracted the audience in the form of sensational language and big truths. Simba believes that Kuaishou should ban emotional anchors like Taiyuan Lao Ge.
Taiyuan Lao Ge responded that Simba was jealous of his popularity and deliberately smeared himself, it is reported that Taiyuan Lao Ge is the anchor with the fastest increase in fans in recent years, with 48 million Kuaishou fans. The entanglement between Simba and the emotional anchor can be said to have been a long time, and in mid-January, Simba made a shocking remark during the live broadcast that "today I don't want to seal you (Taiyuan Lao Ge), I won't do it on the Kuaishou platform, I want you to half of the Kuaishou platform!". Then, Taiyuan Lao Ge not only did not have a title, but Simba also continued to broadcast live on Kuaishou, and "half of the country" became a hot laughing stock among netizens.
Simba scolds the platform for its farce, which is not new
Internal rectification of the industry is a general trend
However, Simba has been rumored to have been "blocked, retired, and withdrawn from the network" many times and "returned, comeback" many times. Scolding the platform, announcing the withdrawal from the network and other farces are not new to Simba.
According to incomplete statistics, as early as April 2020, after the dispute between Simba and another head anchor "Sanda Brother" was officially punished, he announced his withdrawal from the network, making his fans say goodbye in tears, but only 51 days later, Simba returned with a high profile to continue to bring goods, and the single-game data in the past 10 hours exceeded 1.2 billion.
In April 2021, Simba came to the live broadcast room to connect with the microphone due to the bird's nest sugar water incident, and when the live broadcast of his apprentice Dandans was coming to an end, he announced his withdrawal from the network on the spot. In August of the same year, Simba told fans in a live broadcast that he would retreat into the background next year.
In June 2022, after a large-scale delivery, Simba Live bowed and announced his withdrawal from the network.
In November 2023, Simba was banned by Douyin, and it was rumored that he would withdraw from the network.
Source: Baidu Encyclopedia
It can be seen that Simba's "withdrawal from the network" is nothing more than a marketing method all the time, and declaring that he has withdrawn from the network in a short period of time is actually imagining a "retirement ceremony of the king" in order to better attract traffic. Related to this, Simba's opening of the Kuaishou platform can also be regarded as a way of hype, through the tense scene with a strong smell of gunpowder, tearing the anchor's own platform, doing business on the platform, and angrily scolding the platform's resistance to being ridiculed by the majority of netizens as "beyond our strength".
Observing Simba, Taiyuan Lao Ge and other anchors with goods, they often use their excited mental state, coupled with laughter and scolding, and do not forget to bring goods in the midst of mutual attack and abuse, and attract consumers to get on the bus between fierce verbal confrontation and ingenious "price mistakes". even seized the audience's psychology of taking advantage of the illusion of "losing money and losing money", as well as declaring that "limited-time price reduction, only special show" and other unmissable opportunities, coupled with false publicity, exaggerated the role of products with word games, and walked on the edge of illegal propaganda.
Interested netizens found that the so-called "special price" was actually higher than the price of the same product on other e-commerce platforms. Although Simba and Taiyuan Lao Ge are currently fighting on the Internet, the interesting thing is that they are accustomed to using the public perspective of "for the people and for their families" in the live broadcast to try to stand with consumers, but as a distributor or middleman, stripping away the "quarrels" and emotional fluctuations of those live broadcast anchors and merchants, in fact, the anchor's pricing is impossible to touch the cost, let alone make the brand lose money.
In the incendiary question of "do we need this product?" and the assistant broadcaster's response, it gradually responded on behalf of the audience, canceled the audience's ideal thinking about their own needs, and even subtly created demand for consumers through moral bundled marketing words.
Fortunately, the current live broadcast industry has ushered in a major rectification, and a number of platforms and MCN institutions have jointly launched the "Proposal for Strengthening Industry Self-discipline and Creating a Healthy Ecology", in which they stated that they should say "no" to the "traffic theory", and the MCN institutions behind the anchors should take responsibility and earnestly cultivate high-quality practitioners and network anchors to ensure the quality of content and services and avoid vicious competition.
At a time when the trend of the live broadcast industry is ushering in a new turn, the management rules are gradually refined, and the requirements for the professionalism of anchors are constantly improving. Many head anchors have chosen to retire behind the scenes, or transform into other industries, whether it is Brother Xiao Yang, Xin Jifei, Li Jiaqi or Dong Yuhui selected by Dongfang, or Luo Yonghao in the live broadcast room to make a friend, and other head anchors no longer have a high-intensity live broadcast frequency. This is a kind of wait-and-see and wait for the live broadcast industry during the transition period.
In the face of the general trend of rectification, although Simba previously intended to cultivate its anchors and dilute his personal influence, he did not make corresponding adjustments to the controversy of his own live broadcast content, but instead spoke disrespectfully and scolded the platform for Bo traffic.
The live broadcast industry should serve the conscience
Consumers don't pay for hypocrisy
The rectification of the live broadcast industry is to create a healthier online live broadcast environment. From the perspective of the entire history of the development of the live broadcast industry, with the implementation and follow-up of various relevant regulations, the live broadcast industry is becoming more and more formalized.
At the same time, the live broadcast ecosystem not only needs the support of the system, but also needs self-management and self-supervision from the platform and the internal organization. Let's ask, as a public figure, the anchor's words and behaviors have a certain influence on the society, shouldn't he adhere to professional ethics, abide by relevant laws and regulations, and assume corresponding social responsibilities?
In the Internet era where everyone can speak out and be an anchor, live broadcast colleagues should enhance their sense of service, and cannot let some vulgar anchors lower the industry level, and jointly promote the healthy development of the industry. Counterfeit and shoddy products such as counterfeit wine and bird's nest in sugar water cannot become a general phenomenon in the market. It is not allowed to do things with conscience for the sake of temporary traffic, and win the attention of consumers with false propaganda, which can only be spurned by all consumers and the entire industry in the end.
Finally, as consumers, we should also return to rationality and enhance our ability to identify information. While enjoying cyberspace, improve personal awareness of prevention, adhere to rational consumption, and avoid consumption risks. Do pay for the demand, and not be blinded by those hypocritical hands, and leave a bunch of useless things after being urged to place orders again and again.
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