Brother Xiao Yang is ahead of the times again.
Recently, the first short drama of Three Sheep started filming, and in stark contrast to February this year, Crazy Brother Yang fell out of the top 20 on Douyin's list for the first time, and he was stunned that a live broadcast was not opened.
Over the years, the news surrounding Brother Xiao Yang is nothing more than two words: get rich.
Invested 103 million yuan to buy a building as the headquarters of Three Sheep, and drove a Rolls-Royce, a Babos G900 limited to 25 units worldwide;
The salary of employees should exceed 50 million every month, and there are hundreds of millions of "small goals" in tax payments every year;
smashed 30 million to hold a concert, but he didn't charge a single ticket.
However, Brother Yang's path to getting rich is completely different from all the entrepreneurs that Brother Dao has written: more grassroots, more bizarre, and more self-contained.
According to Hefei Daily, the turnover of the Three Sheep Network will reach 15 billion this year. Some netizens estimate that the net profit will reach 2 billion, killing countless small and medium-sized enterprises in seconds.
Short dramas have been confirmed as the next outlet in the content industry, and in the face of this change, some people are not optimistic about calling Brother Xiao Yang not doing his job, and some people speculate that live streaming has changed.
And in the midst of doubts, Brother Xiao Yang has already experienced three "crazy" moments.
"Crazy" yourself:
Left-behind children in rural areas, tens of billions of bosses!
said that Brother Xiao Yang was just catching up with the wind, which inevitably looked down on Brother Xiao Yang.
For example, when it comes to the emotions of the grassroots, he is definitely an expert among experts.
In 2018, the short video veteran Sanda predicted that one day Brother Xiao Yang would "exceed 20 million" in his number of fans. Brother Xiao Yang replied: "If I have 10 million fans, I will eat." ”
And now, the number of fans of Brother Xiao Yang is impressively 99.99 million+.
Lei Jun's fans are 18 million, Dong Yuhui's fans are 24.98 million, and he even exceeds Andy Lau's 73 million fans.
Opening the backstage of Douyin is clearer, and the number of fans of Brother Xiao Yang has evolved to 100 million: 120 million.
In other words, almost 1 out of every 11 Chinese followed him.
However, it is not rigorous to say that Brother Xiao Yang does not do live broadcasts and changes careers to shoot short dramas, compared to live broadcasts, short dramas are more like his old business - Brother Xiao Yang's live broadcast is so popular, many people almost forget that Brother Xiao Yang's short dramas were almost at the top of the Internet celebrity world.
Brother Xiao Yang, who was born in 1995, went from a rural boy in Lu'an, Anhui Province, to a counterattack to become an Internet celebrity with hundreds of millions of dollars, and it only took a few years.
Looking back at the first video that Brother Xiao Yang updated on Douyin, it was a lonely dancing ghost animal mechanical dance.
There is neither traffic nor attention.
Until a video changed his fate.
He lit a firecracker on the balcony and threw it into the ink, and just when he wanted to escape, his roommate closed the door to the balcony, and although the ink blew up Xiao Yang's face, it accidentally detonated the traffic.
This video of dozens of seconds made Brother Xiao Yang gain 600,000 fans overnight, and even appeared on Jiangxi Satellite TV.
Brother Xiao Yang seems to have found the key to changing his fate - grassroots comedy.
He has arranged clear roles and personalities for each family member: he is an Internet addict brother, and he has an older brother who loves to play mischief, a strong mother and a strict father.
In that era when Douyin was full of handsome guys and beauties dancing in the parking lot, Brother Xiao Yang was very contrasting.
I bought a brand-name bag for my father-in-law, and when I opened it, I saw that the supermarket shopping bag was so green that people panicked, and I bought jade for my mother-in-law, but when the other party opened it with great expectation, he found that it was a can of wind oil essence.
At the end of the video, Brother Xiao Yang ran all the way with his mobile phone, and the comedy effect was directly full.
Brother Xiao Yang is so capable, and it is a miracle that he can live until now.
With constant teasing and being teased, his popularity grew.
In 2019, Xiao Yang's grassroots comedy was once again iterated to version 2.0: creating a series of "Internet Addiction Characters" and a series of "Desperate Weekend", which alone is enough to kill a number of Douyin Internet celebrities.
Every weekend, the family seems to be stuck in a loop, and parents will always say "weekend, let him sleep" in the last second, and start to output in the next second:
In order to get the child out of bed, the child is mainly addicted to the Internet by cutting the mouse cable, pulling the electric switch, and "locking" the computer......
The props are even more costly.
For example, in order to quit Internet addiction, Brother Xiao Yang's mobile phone was locked in a large iron box with a lot of locks, and it was not easy to open the locks and find that there was a more perverted small box inside.
The scene where Crazy Brother Yang is chased and killed by his father even has a hint of cinematicism.
The content of his videos firmly grasps one point: funny enough, down-to-earth enough, and life-like enough.
It's not difficult to be funny, but the difficulty is the continuous stability and update iteration of creation, although it is a 2-minute short video, but the plot is reversed and reversed, and the content creation ability is extremely strong.
Until now, many fans will go back to archaeology and watch it repeatedly.
The rural boy who drove himself crazy also achieved himself.
"Crazy" fellow anchors:
10 billion live broadcast empire, full of fake clones?
But Brother Xiao Yang was not Brother Xiao Yang from the beginning.
There is a common problem with plot accounts, that is, it is too difficult to make money.
Fans pay attention to Brother Xiao Yang is a piece of fun, and no one pays for his funny - in 2020, the number of fans of Crazy Brother Xiao Yang has exceeded 40 million, but there are only more than 1,000 orders for many products.
But only two years later, in the list of all anchors, Brother Xiaoyang, the anchor with sales of more than 100 million yuan, ranked second, second only to "Oriental Selection".
I thought that Brother Xiao Yang would be eliminated by fleeting traffic, but I didn't expect that people would be at the forefront of the times again.
Many people study the anchor and only stare at Li Jiaqi Weiya, but Xiao Yang's style of bringing goods is more refreshing - the effect is fast, as if others are still queuing up to Disney, and you have already got a VIP Uber ticket.
In the face of the fans in the sinking market accumulated at the grassroots level, it is difficult for Brother Xiao Yang to embarrass his "own brother" in terms of price.
In Xiao Yang's Douyin window, low prices have absolute dominance here: 13.78 million pieces of 9.9 yuan garbage bags were sold, 1.8 million pieces of 9.9 yuan dental floss were sold, and more than 1 million yuan of essence was only 9 cents a piece.
Brother Xiao Yang's 9.9 style of play once became a nuclear weapon for the broadcast of major celebrities to attract traffic.
Of course, if you think carefully about when Brother Xiao Yang's goods began to kill all sides, you will find that the core is still funny.
In order to bring the effect, Brother Xiao Yang is the one who can be freed up the most.
The brand explained that this bag is very good, it can be waterproof and scratch-resistant, and the two brothers began to use various means to hoc, use a brush to brush the outer skin of the bag, and even bite it on the mouth.
Inspecting the quality of slippers is also concocted, even if Brother Xiao Yang has become the head anchor, this crazy style is still retained.
The sinking market has a sinking market play, and countless workers vent their pressure in Xiao Yang's live broadcast room late at night.
Of course, what made other anchors completely open up the gap with Brother Xiao Yang was a stroke of genius to "turn waste into treasure":
Duplicate the clone.
The whole process only takes three steps: Brother Xiao Yang is open to the outside world, he can edit Brother Yang's live broadcast into slices when he is authorized, and finally, the trailer sells the goods, and the revenue is shared by both parties.
This set of playing style is simply efficient to the extreme, and countless "Brother Yang" have been involved in the Internet land.
Brother Xiao Yang once said without hesitation, "'Slice systematization' was invented by me."
Many peer anchors began to fire at the "slice mode", thinking that the risk was too great, but when it came to sales, everyone collectively closed the microphone again, after all, the monetization ability proved that no one had sold him.
Brother Xiao Yang once revealed in the live broadcast, "There are about 9,000 online editors, and more than 50 million salaries are paid to the editors every month, and the group is some mothers, people with disabilities, and some people who have failed to start a business, just graduated from college and have not found a job, and some people who are in need of help." ”
In 2022, the live slicing business alone will bring 187 million to Brother Yang.
In this way, Brother Yang, an "ordinary person", with the help of grassroots brothers, gradually established his own business empire.
appeared in the scene in Brother Xiao Yang's live broadcast room, and everything began to change:
It is no longer just a three-yuan snack and a five-dollar mop, but instead of a 1999 yuan floor scrubber and a 2799 yuan massage chair;
In 2022, the live broadcast of Three Sheep will have an annual income of 10 billion, and "paying 200 million taxes a year" will be on the hot search.
The grassroots anchors who drove their peers crazy also created a miracle of bringing goods.
Internet celebrities who were "driven crazy":
The end of Internet celebrities is the beginning of the boss!
But such success is not so easy to replicate.
After all, the saturation of the Internet celebrity track and the ferocity of competition make it impossible for you to take a day off, you will be devoured by countless competitors.
Now in countless public occasions, Crazy Brother Yang has a not-so-crazy name: founder Zhang Qingyang.
Brother Xiaoyang's contribution can even be taken in the whole of Hefei.
In 2022, the Three Sheep Network will pay 250 million yuan in taxes, and only 33 of the top 50 enterprises in Hefei will pay more than 200 million yuan in taxes that year.
In order to be a good boss, Brother Xiao Yang disappeared from the public eye in a magical way.
Over the years, algorithms have not only been able to create phenomenal Internet celebrities, but they can also easily collect traffic from an account.
Before you can become a "crazy" influencer, you have to find more sustainable ways to support your company's operations.
Before that, many top Internet celebrities were out of control in the live broadcast.
Some people chose to shoot at the fans.
In the live broadcast room, Li Jiaqi lost control and angrily scolded fans, "Sitting here every day, I really have a headache to death", "I don't have to work anymore, I only work for the sake of employees and you." ”
Some people complained of anxiety.
Simba recently said that he wanted to study AI, and even reluctantly said that the company's profitability is not as impressive as the outside world imagined, and it can even be said that a year's efforts are just "in vain".
Someone chose to run away.
Dong Yuhui, who has an excellent reputation, was trapped in the anxiety of a long time of live broadcast, and said during the live broadcast, "I can't overcome the difficulties and take the initiative to give up", "I just naturally dislike hot searches", "I'm really scared, I'll cancel this platform tomorrow".
Like other start-ups, the real core decision-maker of Three Sheep is also Brother Xiao Yang himself.
Everyone in Xiao Yang's company knows that the birth of the super-head anchor itself is the result of the tilt of the platform's traffic, which is the inevitable product of the barbaric growth period of live broadcast e-commerce, and now, its historical mission has long been completed.
From this point of view, Crazy Brother Yang may be the last super head anchor.
Each character corresponds to its own fatalistic dilemma.
Returning to the funny skit that I am best at, only the end of the Internet celebrity character is the beginning of becoming a boss.
Conclusion:
Internet celebrities are not as readily available as we imagined, and they are not so unbearable.
And Brother Xiao Yang, an Internet celebrity who has gone from the grassroots to the behind-the-scenes operator of the company, is actually rare.
He and his brother became left-behind children when they were just two years old, and their parents went out to work, leaving the brothers to live in the countryside with their grandparents. When I was a child, I couldn't even install a phone at home, so the two of them could only watch the village radio every day, waiting for news from their parents from afar.
Some people complain that traffic is always merciless, and some people sing that most influencers only have a lifespan of half a year.
Who can find a way to survive, this is the difference between luck and professionalism, look at it from another point of view:
Allowing the grassroots to counterattack is the greatest fairness of this era.
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