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- Source/Night Deep Finance
- Author/Night Deep Finance
In the frenzy of live broadcasting, every head anchor deeply believes in the law of the jungle, and desperately tears out a place to live in the savage growth and walking in the business environment.
The head anchor of a platform is not only the projection of the tonality of the platform in this field, but also the externalization of the inner needs of the majority of users.
The recent live broadcast of the rivers and lakes, the headlines belong to the "madman" Simba and the "old iron gathering place" Kuaishou platform, around the distribution of interests, the two sides once again joined forces to present a wonderful mutual tearing drama.
Simba and Kuaishou's "soap opera" is not the first time it has been staged, but it is almost the same script and the same lens language every time, and I am afraid that behind this is not just the game between the super anchor and the platform.
The subtlety is that the grievances and grievances that occur between Simba and Kuaishou are often difficult to reproduce in equal proportion to super anchors such as Xiao Yangge, Dong Yuhui, and Li Jiaqi, which can be regarded as the only event in the live broadcast of the rivers and lakes.
The paradoxical and empty "old iron culture" always seems to be hidden outside the mainstream Internet, and Simba and his family, who grew up and sprouted in this wilderness, have the same style of wandering outside the mainstream.
Water can carry a boat and capsize a boat, and there are logical stories worth looking for behind the rise and collapse of tall buildings.
And the answer to all this seems to have to go back to Simba himself to find it.
Recently, Simba was officially banned by Kuaishou for the live broadcast of multiple accounts, and finally left a sentence: Simba has retired, Simba has retired!
Similar to the previous plots of catching horses, the tsundere Simba cried to the Kuaishou platform during the live broadcast, and emotional anchors such as "Taiyuan Lao Ge" and "Ma Hongtao" kept touching themselves, and even did not hesitate to forge recordings to spread rumors, but these platforms chose to turn a blind eye.
It is reported that Simba has been on the line with this kind of anchor many times before, and the two sides have had fierce disputes around the fields they are engaged in, and they have torn off each other's fig leaf again and again.
This time, Kuaishou did not give face to his "first brother", and directly banned Simba's main account "Xin Youzhi" and Xin Xuan's anchor account.
Simba naturally couldn't swallow this breath: "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 to report with my real name." ”
There is also a small detail in the process, Simba revealed in the live broadcast, "In this life, I don't serve any platform except Kuaishou!" But if I want to swallow this humiliation, I would rather find another way, stand on my own, or retire, and never compromise!"
In my opinion, Simba's entanglement with the platform boils down to one sentence, he hopes that the platform will give him absolute power, and at the same time he will be obedient to himself, which is a bit too strong to describe with the word maid.
Source: Xin Youzhi xyz Weibo
Arrogance has a cost, and the annual GMV of the Simba family's live broadcast accounted for one-third of the entire Kuaishou platform at its peak, so Kuaishou blocked Simba, and Simba also counterattacked and will stop the live broadcast, with his current size, isn't it equivalent to "blocking" Kuaishou in reverse?
But in the rivers and lakes of Kuaishou, Simba is not out of proportion, he has openly expressed his feelings for Kuaishou on many public occasions, and clearly realized that all this was given to me by Kuaishou.
But it is precisely this kind of strong parasitic coexistence that makes the relationship between the two extremely delicate, and both sides are eager to build an invisible wall, framing their own interests inside and separating each other from the outside.
In the Age of Magic, the balance between the dragon slayer and the dragon needs to be stabilized, and the long-term confrontation between the two sides is a good and best of both worlds, which both Simba and Kuaishou understand.
The reason why there are fights again and again is because Kuaishou and Simba, the two enemies in front of the stage, largely have their own behind-the-scenes business experience:
Kuaishou's ban on Simba is mostly a kind of "protective confinement", using your mouth to say my words, which not only plays the role of knocking the mountain and shaking the tiger, but also does not cause the scale to be unbalanced, so that it cannot be controlled.
Simba is the same, under the premise of decentralization of traffic algorithms, "arrogance" is his tried and tested traffic pool, when the cost of customer acquisition remains high, regain the old weapon, although not clever but very fast, dominating the hot search is the most illustrative.
But where is the boundary between the two sides? I'm afraid we will only know when the abacus beads crack and really tear the skin.
In the era of live broadcasting, Simba's successful path has made many people scratch their heads, and he is also a super anchor, and he and Brother Xiaoyang, Dong Yuhui and others seem to have gone on two completely different paths.
For many people, it wasn't until the thunderstorm of the "Simba Sugar Water Bird's Nest" incident that this number one person began to come into view.
Looking back at his counterattack life from a poor boy to a billionaire, his success in this magical era of live streaming is not just due to the word "crazy".
In the early days of live streaming, Simba was already keenly aware of the upcoming new trend, and he almost rushed to introduce relevant policies on the Kuaishou platform, and before that, he needed to accumulate a certain number of fans.
Although Simba's popularity is slightly narrower in the broader Internet environment, he is a well-deserved "soil emperor" in Kuaishou, and he is known for his simple and crude way: throw money and smash it to death.
Source: Entertainment Daily Explosion Club
At that time, Kuaishou, aiming at MC Tianyou and other head anchors, was to swipe millions of gifts, and the advertising slogan was undisguised: Whoever can give me fans, I will give money to whomever I want.
This laid a solid foundation on his road to success, no one can beat this road, Kuaishou anchor Er Donkey once commented on him:
"This kid got the right time and place. He is very smart, no one in Kuaishou who does e-commerce can do anything to him, the main reason is that he didn't put it in his pocket after making money, he ran forward, brushed gifts for other anchors, paid attention to the gifts, and sold the goods after the attention. ”
Such an eclectic style has continued to its business model, and some merchants have described Simba as "ghostly and sorrowful", and he is absolutely dedicated to bringing goods, but the price is not polite.
In order to benefit his family, Simba has frequently broken the brand's low price, and there is still a risk of being bargained before the broadcast, and what is even more unbelievable is that he invited two competing brands to the live broadcast room and lowered the price of each other on the spot.
The arrogant approach and different style make fans more devoted to it, which is why Simba is able to handle a huge number of male fans.
In the commercial edifice he built, his personal style is infused with the blood of family growth, and he constructs the most traditional script in Chinese society: grievances, righteousness, brotherly harmony, and mutual help.
Every apprentice under the tent has an incomparably fanatical worship of Simba, and kowtowing to him and calling him father has become a regular operation, thus forming a strong aggregation "family business" centered on Simba.
He can indeed be called a madman in the era of live streaming, and with his business paradigm as a microcosm, we can see the different paths of Kuaishou and Douyin platforms in the development process.
Simba is a wonderful flower in the live streaming industry, and Kuaishou is also an alternative existence in the short video platform.
Relying on the successful listing of the "old iron culture" and embarking on the road of "rural encirclement of the city", Kuaishou is an unavoidable link in the evolutionary history of Internet video.
This short video content platform includes everything in the era of Internet wilderness, where you can see all kinds of strange appearances of absurdity, magic and curiosity, and these factors together form a huge traffic pool.
But have you noticed that the world inside Kuaishou seems to be outside the Internet world, which is the most terrible feature of the Kuaishou platform - closedness.
Source: Stills from "Truman's World".
What happens in the Kuaishou platform, people don't care about it, and they can't fit in, it has its own growth logic, and the anchors together form a Jianghu faction that jumps out of the convention, and uses this as a benchmark to attract similar users to hear about it, thus building a high circle of barriers.
Simba and his family are like that, and that's just the tip of the iceberg in Kuaishou culture.
So we can see that even Kuaishou, which has been listed, still can't completely get rid of the drawbacks on the road of this kind of Internet change, because you are a flower that grows from this soil.
In contrast, Douyin has been strangling these problems in the cradle since it was born from the beginning of its birth.
In a previous article, we discussed that Douyin does not have an iron-clad "one brother and one sister", everyone is a tool for creating value on the Internet, and Douyin is their real first brother.
Whether it is Luo Yonghao, Brother Xiao Yang or Dong Yuhui, the rise and fall of generations of super Internet celebrities is the same reason.
The distribution principle of traffic is networked, on the contrary, the head needs to spend real money to cast the stream if he wants to get traffic, which is why Douyin will rise such as "I don't have K", "Wen Huijun", "Wanyan Huide" and other amateur top streamers.
Kuaishou obviously did not rectify its ecological environment and was deeply trapped in it, which also shows that super anchors are struggling to survive in the current wave of "decentralization" and are not willing to leave lonely.
This is a wave in the torrent of the Internet, and it is also a grand proposition in the development of short video platforms.
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