Kuaishou doesn't have a quick knife, and Simba is a mess

Spiral Labs

2024-04-24 17:17Posted on the official account of Beijing Spiral Laboratory

Author丨Chase life

Editor丨Nuts

封面来源丨Unsplash

"You dare to block all my anchors, 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. ”

"Brother Kuaishou" Simba once again stood on the opposite side of Kuaishou, and this time, his rhetoric was still fierce, and he still did not save any face for Kuaishou.

The outcome of the incident was similar to the previous ones, Simba's personal account was banned, and even the accounts of several of his apprentices were also banned.

According to the online pictures, it is suspected that Xinxuan Group issued a notice saying that "its anchors will be suspended indefinitely, and the specific rebroadcast date has not been determined".

Although you are recognized as the No. 1 anchor of Kuaishou, Simba seems to be firing at his old club every year, and the news is getting more and more fierce.

If nothing else, this time the ban will be like the previous times, Simba will announce the resumption of the broadcast again at a suitable time, calling fans to "go home" with tears in his eyes, and taking advantage of the situation to engage in a few more "Thanksgiving Feedback" with goods, and the platform can once again harvest a considerable wave of GMV.

But for Kuaishou, such a drama is so repetitive, can it really support a healthy and sustainable live broadcast e-commerce ecosystem?

1

"Brother Kuaishou" was angry again

This time, Simba's frenzy originated from his fight with another head anchor of Kuaishou, "Taiyuan Lao Ge".

Taiyuan Lao Ge is one of the fastest-growing big anchors on Kuaishou in the past one or two years, and the number of fans has exceeded 60 million, but during the live broadcast, Taiyuan Lao Ge has touched Simba many times, and even slandered Simba's brand, which has also been dissatisfied with Simba.

For example, Simba had previously brought a nut gift box of three squirrels in the live broadcast room, but Taiyuan Lao Ge and his team account attacked the brand image of Three Squirrels many times in live broadcasts and short videos, and even once attracted complaints from the Three Squirrels official.

In addition to the frequent encounters with porcelain that caused Simba's dissatisfaction, Simba also believes that the popularity of anchors like Taiyuan Lao Ge is actually taking the "script selling" route, which is deceiving the old man and the old lady and making them have no way to return the goods.

In the recent live broadcast, Simba even pointed the finger at the Kuaishou official, angrily denounced the Kuaishou platform for inaction, and even revealed that the platform received 500 million emotional anchors, so there is no bottom line of connivance at emotional anchors like Taiyuan Lao Ge.

In fact, the phenomenon of "script selling" mentioned by Simba has indeed happened on the Kuaishou platform, and it has also caused large-scale negative public opinion.

At last year's CCTV "3.15" party, the emotional script problem and traffic fraud hidden in the live broadcast room were exposed, and several Kuaishou head anchors were named.

Simba chose to use such a sensitive issue to harden Kuaishou, which can be said to have really hit Kuaishou's life in this regard. Because some of the emotional anchors who were exposed at the 3.15 party before were not only not punished by Kuaishou, but are still operating normally.

For example, the Kuaishou anchor "Gao Leng" once posted a scripted "bitter love scene" on the account, so as to attract elderly users to buy "miracle medicine". After being exposed on March 15, although it was briefly suspended, it quickly returned to normal, and today's fans have even increased by more than one million compared to when it was exposed.

Simba also said during the live broadcast: "If the follow-up Kuaishou official still does not confirm these things for me, I will be interviewed by major official media, and I will talk about the script anchor, and I will take the initiative to make an appointment myself", but then, Simba's live broadcast room was banned.

According to the financial report data released by Kuaishou, Kuaishou will create a total transaction volume (GMV) of 1,184.4 billion yuan in 2023, an increase of 31.4% over 2022, which is also the first time that Kuaishou's GMV has exceeded one trillion.

Kuaishou believes that the growth of GMV is due to the increase in the number of active paying users and mobile sales merchants of e-commerce, which has also contributed to the growth of the group's e-commerce business.

2

Simba bombarded Kuaishou many times

The rapid growth of the e-commerce business is gratifying, but for Kuaishou, under the trillions of GMV market, the problem of head anchors holding traffic has not been effectively solved.

Taking Simba as an example, as one of the most out-of-the-circle anchors on the Kuaishou platform, he has been banned several times on the Kuaishou platform and re-emerged several times, which can be called a great wonder in the live broadcast e-commerce industry today.

As early as April 2020, Simba and another star anchor of Kuaishou, Sanda Ge, fought each other in the air, and the war of words between the two went from Kuaishou to Weibo, and even later the family anchors and fans of the two joined the scolding war, and the final result was that the accounts of both parties were banned by Kuaishou.

In December 2020, the punishment results of the "Sugar Water Bird's Nest" incident, which attracted the attention of the whole network, were released, and Simba's personal account was suspended for another 60 days. At the same time, Kuaishou also suspended the accounts of 27 e-commerce anchors under Simba for 15 days, and asked the company to organize its e-commerce anchors to conduct relevant training and learning.

As for the phenomenon of "emotional live broadcast" and "script delivery" that has always made Simba angry, he has bombarded the Kuaishou platform in the live broadcast room many times, but he has also been banned three times.

As a representative of the Kuaishou platform, Simba not only has the influence of being out of the circle, but also has many "apprentices" in the station, and has formed a live broadcast e-commerce matrix linked by mentorship and corporatized operation. And this actually determines that every ban of Simba will cause a lot of public opinion turmoil.

And Simba, who repeatedly jumps between banning and unblocking, what makes the outside world even more incomprehensible is his courage to openly argue with Kuaishou.

Compared with the anchors of other platforms who are often punished for violating the rules of the platform, Simba has been banned several times in the past few times, almost all of them are naming and blackmailing Kuaishou, such as "asking Kuaishou to give an explanation", and even threatened "If you dare to ban my account, I will count the 100 crimes of Kuaishou." ”

As an Internet listed company, and even one of the representative companies of U.S. stocks and Chinese concept stocks, Kuaishou has been repeatedly "pinched" by its own anchors and sent to hot searches, and such scenes may not be common in the world.

And judging from Simba's many revelations, it is becoming more and more difficult to distinguish who is the righteous party, for example, Simba broke out as early as 2021 that a Kuaishou anchor was doing "script delivery", suspected of defrauding elderly consumers, and later the 3.15 party did expose the relevant anchors and industrial chains.

In addition, Simba has also exposed information such as Kuaishou's internal mountains, cumbersome work processes, fake traffic of big anchors on the platform, and selling goods and swiping orders.

3

What is Kuaishou afraid of?

Simba's every "self-release" is staggering, but almost every fluttering punishment can be retreated, which makes people even more curious, what is Simba's ability to make Kuaishou a mouse.

A long-standing view is that Simba and his family's anchors' ability to bring goods still occupies an important position in Kuaishou's overall e-commerce market.

According to relevant data, Xinxuan Group, a subsidiary of Simba, will grow against the trend again in 2023, with a GMV of more than 50 billion yuan. Looking at the whole network, this should also be the TOP level of live broadcast e-commerce companies.

However, judging from the overall e-commerce GMV of the station announced in Kuaishou's financial report, the 50 billion contributed by Xinxuan Group should be far from being significant.

Therefore, Simba's existence should have more symbolic meaning for Kuaishou.

Whether it is based on the development of the live broadcast e-commerce ecology or the promotion of healthy competition among major anchors, such a billboard-style figure is inevitably needed, and Simba has long been the best spokesperson for Kuaishou.

But now, the positive role of Simba's spokesperson is disappearing little by little.

First of all, judging from its recent bans, it is not just a matter of "large scale of speech", the head anchor dares to call the platform in public in the live broadcast room, which is easy to mislead fans and other anchors, and even imitate behavior.

As a platform with the power of life and death, Kuaishou's unclear response and handling methods are also easy to misjudge the outside world.

Perhaps for Kuaishou, when Simba's live broadcast was the first to make outrageous remarks, it should be ruthless to extinguish such signs, otherwise it would not have been after several bans, the outside world began to believe more in the big anchor's revelations, and the credibility of the platform gradually lost.

Since the transformation of Kuaishou into a short video platform, there have been many phenomenal Internet celebrities who have been permanently banned, but most of them have been blocked by higher-level forces, and there are only a handful of Kuaishou pro-auto knives.

Although this kind of "tolerance" has maintained the user stickiness of the platform to a certain extent, so that the so-called big families can develop safely so far, when there are more and more anchors who are self-respecting with traffic, it is the platform that will eventually backfire.

It is foreseeable that Simba will not be the last time to ban his account, as an anchor who highly relies on the trust of fans to bring goods, in the process of repeatedly firing at the platform, he has found a new traffic password.

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