After the "plum vegetable button meat turmoil", it came back to live broadcast, and 30 million people watched
On April 27, Brother Xiao Yang proved with a live broadcast of a big victory: Many people thought that Brother Xiao Yang was "cold", but it turned out to be just an illusion!
The latest statistics show that this 3-hour live broadcast has a cumulative number of viewers of more than 30 million (and Brother Xiao Yang's last live broadcast was on March 25, when the number of viewers was 20 million), and the live broadcast transaction volume was 60 million to 100 million (the live broadcast on March 25 was affected by the plum vegetable meat deduction incident, and the GMV of Xiao Yang's live broadcast on the spot was less than 5 million).
During the days when Brother Xiao Yang was away, the fans' crazy miss for their idols can be seen from this!
What's even more unexpected is that after this live broadcast, the fans in the live broadcast room of "Crazy Brother Yang" not only did not decline, but also rose by 180,000 overnight.
Source: Douyin
Let's take a look, how did the first live broadcast after the comeback of "Crazy Brother Yang" turn the tables against the wind?
This time, Brother Xiao Yang's killer feature has two, one is a good product, for example, Feitian Moutai.
For this comeback, Brother Xiao Yang used a lot of resources to get a batch of scarce Feitian Moutai in the market from different channels, and as soon as the live broadcast opened, Xiao Yang announced in front of the camera that in order to repay the enthusiasm of fans, this time we came up with something different: Feitian Moutai, which has enough appetite for fans.
Moreover, in addition to Feitian Moutai, which everyone is rushing for, this live broadcast also brought hard goods such as Huawei mobile phones and Apple mobile phones.
Another killer feature is the good price.
In order to succeed in the first live broadcast after the comeback, it is obvious that many of the products in Xiao Yang's live broadcast room have been discounted in price this time: even if you lose money, you must achieve a good live broadcast effect.
Especially when Brother Xiao Yang shouted the long-lost "99 yuan 3 pieces" in the live broadcast room, many fans experienced the happy time of grabbing goods in Brother Xiao Yang's live broadcast room in the past.
Therefore, despite this live broadcast, both Yang and Xiao Yang were super nervous, but they couldn't stand up to the goods and prices, and soon, the fans' hands on grabbing the goods couldn't stop.
Within 5 minutes of the broadcast, the transaction volume in the live broadcast room reached 6 million, and even Brother Yang and Brother Xiao Yang, who were broadcasting live, were a little unexpected.
One hour after the broadcast, the number of people in the live broadcast room exceeded 10 million, although the live broadcast room only ranked 19th in the top 100 list at that time, but after all, this was the first game after their comeback, and many fans were still waiting.
Within an hour and a half of the broadcast, "Crazy Brother Yang" ranked 7th on the Douyin live broadcast popularity list and rose to 10th on the top 100 list, which also indicates that this live broadcast will perform well in terms of results.
Before the broadcast, the cumulative number of viewers in the live broadcast room of "Crazy Brother Yang" has exceeded 30 million, although the final data was not announced so quickly, the agency predicts that the GMV of this live broadcast can basically enter the top 5 of the day.
It seems that the top stream will always be the top stream!
There are already clues before the comeback
After the plum vegetable meat deduction incident, the way Xiao Yang's team handled this matter on the Internet can be described as a verbal criticism of the public.
In the face of overwhelming doubts, Brother Xiaoyang's team and Brother Xiaoyang himself also felt a lot of pressure.
During this time, Brother Xiao Yang, in addition to being silent, gave people a very "weak" image to the outside world.
For example, after the incident caused controversy, Brother Xiao Yang said in a subsequent live broadcast that in the future, he would stop broadcasting for 2-3 weeks, giving people the feeling that he would reflect on his actions from this incident and try to find a solution.
So, what do you do during this period of off-air? Go back to your old job and concentrate on making movies and TV shows.
Sure enough, on April 16, the official Douyin account of "Three Sheep Theater" was launched and brought a behind-the-scenes clip of its first short drama "Master Fu, Your Substitute Bride is a Big Guy", which included Boss Seven and others. It is said that this short drama will be released to everyone soon.
After the agreed 2-3 weeks of the "live broadcast window period" arrived, Brother Xiao Yang still did not make a comeback, but first exposed a piece of news through a short video: The reason why he has not come back to live broadcast until now is because he accidentally injured his face and chin while playing skateboarding, and Brother Yang on the side added with understanding: My brother can't open his mouth to speak until now, and he is too careless!
Source: Douyin
Now it seems that in choosing the timing of his comeback, Brother Xiaoyang's team is still very strategic.
First of all, he gave a psychological expectation of 2-3 weeks, and then extended this psychological expectation appropriately, and the expectations of fans were pulled higher.
Secondly, some of the accidents before the comeback are indeed very interesting.
Let's not talk about whether Brother Xiao Yang really fell while skateboarding, after the plum vegetable meat deduction incident, just the dynamics of the anchors of the three sheep are already confusing: first, it was rumored that Xiao Huang, Brother Zui and others had left the three sheep. It feels like these anchors who have brought a lot of joy to fans in the live broadcast room have been implicated in the incident and left, which is a pity;
From the current point of view, when the three sheep deal with this turmoil, it is not as someone said before that they do not have the means to turn the tide, but many people do not see through their strength to deal with the crisis.
No, Brother Xiao Yang only used one live broadcast to make many people's doubts about them disappear, this is a direct slap in the face!
It seems that with the success of this comeback, Brother Xiao Yang will not only not quit the live broadcast to bring goods, but will also "slip and start again" and return to the ranks of super anchors again.
The hidden dangers are still there, and the crisis has not been eliminated
However, judging from this live broadcast, Brother Xiao Yang and the three sheep still have some problems that need to be solved.
First of all, the level of trust that users have in them is not strong.
Judging from the trend of the entire live broadcast, compared with the past, this live broadcast is undoubtedly a classic case of "turning the tables against the trend", however, if we watch this live broadcast in different time periods, we will find that after 2 hours of live broadcast, the sales speed of the live broadcast room has slowed down significantly, and the live broadcast room has gone from the top 10 of the top 100 goods to the top 50, indicating that the user's trust in the live broadcast room is still not high.
Of course, this is their first live broadcast after their comeback, and the trust of users can be cultivated slowly through time, I believe that with the launch of the short drama and the more cautious selection of products in the live broadcast room, those fans who love them will continue to support them as always.
Secondly, when it comes to product selection, the three sheep still make the same mistake in product selection.
I don't know if everyone has noticed, but in Brother Xiaoyang's live broadcast this time, there was a brand that should not appear the most: Budweiser.
Not long ago, the Hong Kong Consumer Council conducted an evaluation of a batch of beer, and Budweiser's Harbin beer was found to contain deoxynivalenol (also known as vomitoxin; after the incident, the Harbin McDonnell Douglas brewery responded that the company had never exported and sold the tested products to Hong Kong. The product has only been manufactured and sold in the Mainland, and the entire production and sales process of the product has complied with the relevant laws and regulations of the Mainland.
Although this does not prove that Budweiser is a bad brand, the principle of avoiding suspicion is a basic principle of business activities.
It is impossible for Xiao Yang's team not to know about the controversy caused by the brand, after all, they have suffered a loss in the selection of products.
However, the first live broadcast after Xiao Yang's comeback still insisted on bringing goods to the controversial brand, do you say it was intentional or unintentional?
If it is intentional, the meaning behind it is very rich!
Source: Douyin
It seems that Brother Xiaoyang's team, who has planted a heel in the selection of products, has not eaten a trench and grown wise, which has brought great hidden dangers to their future road to bringing goods.
Also, is Brother Xiao Yang's team serious about engaging in short videos?
In fact, Brother Xiao Yang became famous on Douyin because of the good content at the beginning. In terms of bringing goods, the anchors, including Brother Xiao Yang, are all non-professional, and they all have some Internet celebrity nature. After entering the field of live streaming, they also quickly realized the huge traffic to achieve super monetization: in September 2023, "Three Sheep Network" and "Crazy Brother Yang" ranked 4th and 6th on the list respectively, with sales of more than 520 million yuan, and throughout 2023, the total transaction volume of "Crazy Brother Yang" with goods is nearly 8 billion, ranking 5th among all anchors.
But then, as the live broadcast content is too entertaining and the short video content is too commercialized, the performance of Xiao Yang's team has also declined: in February this year, Crazy Brother Yang's live broadcast room fell out of the top 20 on the list for the first time, which has sounded the alarm. Whether it is a short-sighted list of goods or a long-term content, how to balance the two is a major issue in front of the team.
If the above hidden dangers are not lifted, it is very difficult to say how long Crazy Brother Yang can be "crazy".
Author | Charlie