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- Source/Night Deep Finance
- Author/Night Deep Finance
Simba and Kuaishou eventually broke up.
Simba lashed out at Kuaishou in the live broadcast room, and exploded the platform-related news, so that Kuaishou dealt with it 5 times in a row overnight.
Kuaishou's "de-Simbaization" has been put on the surface, and Simba has announced that Xinxuan Group will be suspended indefinitely in a counterattack, and the situation is really getting more and more exciting.
Simba was banned for 5 consecutive years, and Xin Xuan was off the air indefinitely
On the evening of April 20, Simba opened the second round of live streaming this year, cooperating with the well-known maternal and infant brand "Goodbaby" to launch a special session for mothers and babies.
However, this live broadcast did not go well, it may be that there was a certain gap between the live broadcast results of the day and expectations, coupled with some negative comments in the live broadcast room, Simba's emotions gradually got out of control.
He first publicly diss Yu Minhong of the outstation, accusing him of using unfair competition methods, and threatened to take the media to confront the old man's house.
Source: Simba's live broadcast room
This radical remark threw the live broadcast room into chaos.
After that, Simba asked the Kuaishou staff one after another why they showed their faces in the Taiyuan Lao Ge live broadcast room, and questioned why Kuaishou connived at fraud.
Simba even bluntly said that Taiyuan Lao Ge, Ma Hongtao and others had endlessly touched him, and even did not hesitate to forge recordings to spread rumors about him, but the platform's reply to this was unaware.
Simba, who became more and more emotional, angrily accused Kuaishou of conniving at emotional anchors, only thinking of charging 500 million protection fees, without "no chivalrous heart, let alone no public morality", it is a "garbage platform"!
His remarks were sharp, questioning whether Ma Hongtao and Taiyuan Lao Ge were scripts, and questioning whether Kuaishou's connivance with emotional anchors was worthy of long-term users who had logged in to Kuaishou.
He questioned why Kuaishou 315 Taiyuan Lao Ge and Sichuan Coke disappeared after being on the list last year, suspecting that this was the result of a money transaction.
This series of sharp remarks and questions triggered a quick response from Kuaishou - banning Simba's live broadcast room on the grounds of attacking and smearing others.
The unwilling Simba borrowed the account of his eldest apprentice Zhao Mengche to go online, at that time his excitement had not calmed down, and he still made radical remarks, and just 2 minutes later, Zhao Mengche's account was banned.
Immediately afterwards, Simba went online through accounts such as Xin Xuan Xiaoluo, Xin Xuan Xu Jie, Xin Xuan Jiajia, etc., and continued to bombard Kuaishou, without exception, these accounts were banned.
Source: Kuaishou screenshot
In the end, Simba went online with an account with almost zero followers, and announced that it was time for him to retire, and he planned to start a memory show in the next live broadcast to give Kuaishou traffic to other streamers.
Originally, everyone thought that the matter would be settled, but the next day Simba's resistance came.
On April 21, Simba's apprentice Dandan, as usual, started broadcasting and bringing goods, and sold more than 73 million yuan in only 6 hours, far surpassing Lao Ge, who helped farmers in Shaanxi yesterday to bring goods all day.
I thought that Dandan had been broadcast live normally, and Simba's recent explosion was just another hi from him, and his "bye-bye" was just an excuse to cover up his fall from the altar.
However, just as the second half of the live broadcast began, something unexpected happened. She received an order from her master, Simba: stop broadcasting, and rest after all anchors release their works.
At the same time, Xinxuan's official account issued an announcement of "indefinite suspension of broadcasting". Xinxuan Group said that due to force majeure, the anchors of Xinxuan Group will be suspended indefinitely from now on, and the specific resumption date has not been determined.
Source: Xinxuan Group
In fact, the conflict between Simba and Kuaishou did not happen overnight. In the past, he has repeatedly lashed out at the platform in the live broadcast room, but the platform usually only bans the account with a warning, and the ban is lifted after a few days.
However, the platform's 5 consecutive bans have released a different signal, showing Kuaishou's determination to de-Simba. And Simba also clearly felt the tough attitude of the platform, and had to let the entire Xinxuan stop broadcasting to resist.
"Brother Kuaishou" may change hands
The outbreak of this incident may mean that Kuaishou's No. 1 male anchor throne will change hands.
After Simba's live broadcast room was blocked, a large number of its fans and tourists quickly poured into the Taiyuan Laoge live broadcast room that was live at the same time, and even made the popularity of the live broadcast room soar to 2.8 million.
Taiyuan Lao Ge even said in the live broadcast room: "The princes of Thailand have invited me, what do you use to hack me, just rely on your stinky mouth? Don't tell me anything about half of the country, I am the king of Kuaishou popularity, and everyone else is nothing." ”
Source: Taiyuan Lao Ge live broadcast room
Judging from the current situation, there is still a certain gap between the number of fans of Taiyuan Lao Ge and Simba, but Simba's live broadcast has been temporarily stopped, and Xinxuan Group has also announced an indefinite suspension of broadcasting, while Taiyuan Lao Ge's live broadcast is still continuing.
This also means that Taiyuan Lao Ge's account is currently operating normally, and it may only be a matter of time before his number of followers surpasses Simba.
In addition, the number of likes and readings of Taiyuan Lao Ge's works has far exceeded Simba's, which has also laid a solid foundation for him to become a fast brother.
Among them, the recent video likes of Guo Donglin and Niu Li airborne in Taiyuan Laoge's live broadcast room have exceeded 170,000.
Source: Internet
However, regardless of whether Taiyuan Lao Ge can surpass Simba to become the "first brother of Kuaishou", the biggest beneficiary is always the Kuaishou platform.
On the one hand, if Taiyuan Lao Ge succeeds in ascending to the position, then the Kuaishou platform will successfully achieve the goal of de-Simba, allowing a relatively "obedient" anchor to reach the top, so as to better manage the platform and standardize the live broadcast market.
On the other hand, even if Simba continues to maintain his leading position, this incident has also brought him a huge wake-up call, making him pay more attention to his words and deeds in the live broadcast in the future.
Moreover, this incident is also a strategy for the Kuaishou platform to successfully knock on the head anchor.
You must know that in the live broadcast on April 20, some fans suggested that Simba and Xinxuan independently develop an APP with goods, and follow Dongfang Selection to cultivate their own fan traffic pool.
But Simba directly refused in the case of "going up", and said "I don't have that heart anymore". At the same time, he believes that it is not in line with his style of doing things to confront Kuaishou with a team that comes out of Kuaishou.
And Simba also said, "Simba will not serve any platform except Kuaishou in this life", if he can't do it in Kuaishou, he will change careers.
This is undoubtedly showing weakness to the Kuaishou platform, and the Kuaishou platform has also successfully achieved the purpose of knocking on the head anchor, setting a lesson for other anchors.
To sum up, whether it is the change of ownership of Kuaishou or Simba's continued leadership, the Kuaishou platform is always the biggest winner.
Is Simba really "retired"?
During this livestream, Simba announced that he had reached the time of retirement and planned to start a flashback show in the next livestream.
Recently, Xiao Yang, Li Jiaqi, Luo Yonghao and other super-head anchors have more or less expressed their "tiredness" of bringing goods, and Wei Ya in the early days has faded out of people's field of vision.
Source: Kuaishou
However, will Simba really leave the track of live streaming?
Not necessarily. Although in the first live broadcast of the year in March this year, Simba also revealed his intention to quit the live broadcast and change tracks, such as learning artificial intelligence, etc., but his actions speak for themselves.
At the beginning of April this year, Xinxuan Group issued an internal letter, announcing the establishment of a subsidiary for live broadcast slicing and delivery, which is mainly responsible for key processes such as short video content creation, planning, editing, store operation and traffic delivery.
At the same time, the subsidiary will also participate in the distribution of short video content and business cooperation through overseas channels. This is undoubtedly a signal to increase live e-commerce.
According to the data, in 2023, with the continuous development and maturity of the live slicing business, Xinxuan Group has also taken advantage of the situation to launch its own live slicing and delivery model, and has developed a large number of small accounts with goods.
As of 2023, the GMV scale of Xinxuan Group will be about 50 billion yuan, and the increase in live slicing and delivery will once again drive the company's turnover to rise.
In addition, on this year's Women's Day, Simba made his debut in the Year of the Dragon.
This live broadcast brought nearly 200 products, covering beauty and personal care, food and snacks, home appliances and digital, household daily necessities and other fields, with cumulative sales of more than 540 million yuan.
This number is enough to say everything, Simba will not give up such a big cake to explore the unknown.
In general, Simba was banned for 5 consecutive years and Xin Xuan was suspended indefinitely, which is not only Simba's personal predicament, but also may trigger the change of ownership of the throne of "Brother Kuaishou", and at the same time let people see Kuaishou's determination to go to Simba.
It remains to be seen whether Simba will really "retire", but regardless of the outcome, this turmoil has had a profound impact on the live broadcast industry.
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