Brother Xiao Yang returned to the live broadcast room
After a month of hiatus, Brother Xiao Yang returned to the live broadcast room.
Not long ago, the Three Sheep Network warmed up, saying that Brother Xiao Yang would return to the live broadcast room on April 27. At 6:50 p.m. on April 27, Brother Xiao Yang and Brother Da Yang officially started the rebroadcast on Douyin, attracting a large number of viewers.
According to the Douyin platform, as of 19:30, "Crazy Brother Yang" has ranked 7th on the Douyin live broadcast popularity list and 10th on the top 100 hourly list of the whole site. In addition, in the nearly 2-hour live broadcast, the number of viewers exceeded 14 million, 40 million yuan was sold in 13 minutes, 80 million yuan was sold in 22 minutes, and the sales exceeded 100 million yuan in 1 hour.
Brother Xiao Yang's sales exceeded 100 million in 1 hour Source: Screenshot of Brother Xiao Yang's live broadcast
According to Gray Dolphin data, as of 9:50 p.m., the cumulative number of viewers in the live broadcast room of "Crazy Brother Yang" has exceeded 30 million, the number of new fans has exceeded 180,000, the cumulative GMV is 60 million yuan-100 million yuan, and there are more than 100 single products, including Feitian Moutai, Huawei mobile phones, Apple mobile phones, etc.
Source: Gray Dolphin Data
According to the Douyin live broadcast dynamics, the last live broadcast on the Douyin account of Crazy Brother Yang was a month ago, and the last live broadcast was on March 25. During the suspension of the broadcast, Brother Xiao Yang inevitably lost some fans. Gray Dolphin data shows that from March 28 to April 27, Crazy Brother Yang's account lost 760,000 followers.
Crazy Brother Yang's live broadcast dynamics Source: Douyin
After a month, Brother Xiao Yang returned to the live broadcast room, and compared with the past, Brother Xiao Yang has significantly reduced the frequency of live broadcasts. And, everything is traceable.
At the beginning of March this year, Brother Xiao Yang said in the live broadcast that there will be more entertainment live broadcasts in 2024, and the number of live broadcasts will be reduced, and he mentioned that when doing a special show with goods, he may let his apprentices use his account with more than 100 million fans to broadcast live. He will focus more on live entertainment, electronic music festivals, music festivals, film and television projects, and the development of offline physical stores.
After reducing the number of live broadcasts, the performance of Crazy Brother Yang's live broadcast room has also declined. In February and March this year, in the Douyin live broadcast talent list, Crazy Brother Yang fell out of the top 20 on the list.
Brother Xiao Yang intends to reduce the number of live broadcasts, but Brother Xiao Yang's strength in bringing goods is still considerable. This time, Brother Xiao Yang returned to the live broadcast room, and his sales exceeded 100 million yuan in 1 hour, which is a brilliant achievement.
Previously, Brother Xiao Yang said in the live broadcast on March 23 that the suspension of the broadcast for 2-3 weeks in the future is mainly to concentrate on filming film and television films. On the whole, in this month, Brother Xiao Yang seems to be busy preparing for electronic music festivals and short plays.
Previously, on March 8, Three Sheep Group held a press conference on the "DXYG-VAC Electronic Music Festival", officially announcing that the "DXYG-VAC Electronic Music Festival" will be held in Luogang Park, Hefei from May 3rd to May 4th. Brother Xiao Yang once said that he wanted to bring electronic syllables to all parts of the country to stimulate the growth of cultural tourism consumption.
It is understood that the festival provides four types of tickets, with prices ranging from 680 yuan to 1,580 yuan. Now, there is less than a week before the electronic music festival, and at that time, the results of Xiao Yang's efforts may be revealed.
In mid-April, market news came that the latest short drama "The Bride is a Big Guy" of the Three Sheep Network officially started filming and launched the opening ceremony at the Fumao Hotel in Hefei. Some of the actors are anchors under Three Sheep, including Three Sheep Xiaoqi, Three Sheep Zhou Qifeng, Three Sheep He Rui and so on.
Subsequently, Three Sheep opened a new Douyin account "Three Sheep Theater" to release content related to short plays. Some netizens under the account asked whether to change the short drama route, and the official replied: "It is an extended business sector." So far, Three Sheep Theater has updated 7 videos, with 40,000 fans.
Three Sheep Theater account Source: Douyin
In short, this series of actions revealed a signal, that is, Brother Xiao Yang wants to take a share of the short drama market.
It is worth mentioning that this is not the first drama made by Brother Xiao Yang. Previously, two short dramas, the "Anti-Corruption Storm" series and "Let Me Love You Again", have been updated on the main account of the Three Sheep Network, with a total of 11 episodes and a total of about 70 million views, but this data performance is not outstanding.
Brother Xiao Yang's entry into the short drama industry is not without reason. According to the "2023-2024 China Micro Short Drama Market Research Report", the domestic micro short drama market size will be as high as 37.39 billion yuan in 2023, and the market size is expected to reach 100 billion yuan in 2027. Brother Xiao Yang's entry into the game should be because he has taken a fancy to the huge commercial potential of the short drama market.
What the other top streamers are doing
As mentioned above, Brother Xiao Yang intends to fade out of the live broadcast to bring goods, and it is worth mentioning that Simba, the "first brother of Kuaishou", also has similar ideas.
In March this year, Simba said in the live broadcast, "There is nothing that excites me in the current live streaming industry, and I will suspend the live broadcast for two years, learn artificial intelligence, and then choose a new track to start again after two years." Subsequently, market sources said that Xinxuan Group has established a short video live streaming company, focusing on the "slice distribution" business.
However, in the short term, Simba seems to be unable to live stream with his own account. On April 20, Simba was banned from Kuaishou for inappropriate remarks during the live broadcast. According to the information on Simba Kuaishou's homepage, the user's live broadcast permission has been banned and will be unblocked on May 20, 2024.
Simba account Source: Kuaishou
For now, in Douyin, Dong Yuhui is in the limelight, and he has temporarily secured the position of the first brother of Douyin. The live broadcast room with Hui, which only premiered in January this year, showed a rapid development momentum. In the Douyin live broadcast of the January talent list, he ranked first with Hui, with sales of more than 889 million in January. In February, it ranked second with Hui, with sales of more than 449 million in February. In March, it ranked first with Hui, with sales of 602 million.
Recently, with Hui to open the Henan tour, among them, with Hui with Hui Henan special sales of more than 70 million on the first day, the number of viewers in the live broadcast room of the day exceeded 25 million, sales of more than 70 million, most of the goods are Henan special products within 50 yuan, the performance is amazing.
Super anchor Li Jiaqi also has the latest developments. In April this year, Meifang, the company behind Li Jiaqi, opened its first offline store "Naiva Family Coffee Shop", and on the opening day, Li Jiaqi also appeared, saying that he "wants to open 100 coffee shops". This coffee shop is a "silent coffee shop" cooperated by the Naiva family under Mei ONE and Bear Paw Coffee, and many fans have visited it since it opened. It can be seen that Li Jiaqi is laying out the offline entity field.
Live streaming is becoming standardized
Brother Xiao Yang held an electronic music festival and entered the short drama market, Xin Xuan made efforts in the live broadcast slice business, Li Jiaqi was busy with offline business, and now, the head anchor is making arrangements in many ways to expand his business.
According to market analysts, in the live broadcast industry, there is no eternal top Internet celebrity, and the dissipation of popularity is an inevitability, for the head anchor, live streaming is not the only way out, and it is a wise move not to put eggs in one basket and walk on multiple legs.
The development of live streaming is in full swing, but many problems have also been exposed in the rapid development. For example, since 2024, many top anchors have been caught in a public opinion storm, causing controversy.
Taking Brother Xiao Yang as an example, in the "Analysis Report on Public Opinion on Rights Protection of Live Streaming Consumption (2023)", among the 17 anchors, Crazy Brother Yang's public opinion on rights protection accounted for 31.30%, ranking second. Among them, Brother Xiaoyang's false publicity, uncivilized delivery, and return and exchange problems are more prominent.
After this year's 315 party, Brother Xiao Yang fell into the controversy of the "trough meat" incident. After the incident, Three Sheep Network issued a statement, saying that it had arranged a special class for verification, started consumer registration, and began to advance refunds. In addition, Brother Xiao Yang bowed and apologized to consumers in the live broadcast room for the plum vegetable meat incident. Xiao Yang said that although the manufacturer proved that the pork belly sold was not trough meat, it was still subject to the final determination of the relevant local departments, and promised not to evade responsibility. However, at present, the truth of the "trough meat" incident remains to be further investigated.
The head anchor's "overturning" is just the tip of the iceberg, in fact, the chaos of bringing goods in the live broadcast room is far more than that. In order to protect the rights and interests of consumers, the state has taken action. On March 20, the "Regulations for the Implementation of the Law of the People's Republic of China on the Protection of Consumer Rights and Interests" was promulgated, which will come into force on July 1, 2024.
Article 14 of the "Regulations" clearly states that if business operators provide goods or services through online live streaming or other means, they shall perform their obligations related to the protection of consumer rights and interests in accordance with the law. The "Regulations" elevate the relevant content in the normative document "Measures for the Administration of Online Live Streaming Marketing" to a statutory obligation, and clarify that "everyone is responsible" for platforms, live broadcast rooms and anchors.
In general, the supervision of the live streaming industry has become stricter and has entered the stage of refined development, and the industry will become more and more standardized in the future, and the market has also put forward higher requirements for anchors.
Author | Pandora