The every move of the head Internet celebrity always attracts special attention.
After a month of hiatus, Crazy Brother Yang, who was busy with electronic syllables and short dramas, recently returned to the live broadcast room. The ultra-high GMV of 100 million was sold in just one hour, which made netizens admire it very much.
However, this live broadcast, which Brother Xiao Yang called "breaking his own sales record", still exposed some hidden worries.
I still can't put down the live broadcast
Nowadays, the head anchors are gradually fading out of the live broadcast track, which has almost become a trend.
On the one hand, there is a bottleneck in the incremental space of live streaming. On the other hand, many anchors have begun to try cross-field and diversified business expansion, trying to get rid of the over-reliance on live broadcasting.
This situation is especially obvious in Crazy Brother Yang.
A few months ago, Brother Xiao Yang slowly reduced the frequency of live broadcasting. From one a day in the past, it has become once a week, or even once a month.
Although Brother Xiao Yang has fallen out of the top 20 of the live broadcast talent list since February, he has not stopped moving forward in electronic music festivals, film and television projects, offline physical stores and other work.
In March this year, Brother Xiao Yang told fans in a live broadcast that he would stop broadcasting for 2 to 3 weeks and concentrate on filming film and television.
According to a report, it is estimated that by 2027, the domestic micro-short drama market is expected to reach 100 billion yuan.
The huge business potential of the 100 billion market scale should not be underestimated.
As a result, the Three Sheep Network officially announced the official start of filming of the latest short drama in mid-April, and some of the actors are the anchors of the Three Sheep.
In addition, he also opened an account called "Three Sheep Theater" on Douyin, which currently has 40,000 followers.
In fact, as an "extended business sector", it is not the first time for Three Sheep or Brother Xiao Yang to test the waters.
Source: E-commerce headlines
On the main account of Three Sheep Network, there have been two short dramas with a total of 11 episodes updated, with a total of about 70 million views so far.
This data, put into the legendary "crazy" short drama market, can only be said to have average performance.
The hot short drama market is obvious to all, but the input and output are not proportional, and it is not uncommon for them to even lose their money.
During the period when the live broadcast was stopped, Brother Xiao Yang was not only filming short dramas, but also busy preparing for the electronic music festival.
It is undeniable that the cultural tourism sector has great growth potential - by bringing electronic syllables to all parts of the country, by the way, it will stimulate the growth of cultural tourism consumption, which is a good business for Xiao Yang.
Previously, Brother Xiao Yang had done a free concert.
said that it was free, but because of the on-site traffic and the sponsorship of major brands, Brother Xiao Yang earned enough voice.
It is said that this electronic music festival will be held in early May, and in the news released by Three Sheep, there are four types of tickets ranging from 680 yuan to 1580 yuan.
It's just that what kind of "surprise" will the electronic music festival that sells tickets for the first time bring to Brother Xiao Yang remains to be answered by the market.
Therefore, for Brother Xiao Yang, compared with the input-output ratio of 70 million views of short dramas, a live broadcast sold 70 million, which seems to have more room for imagination.
This also means that in the face of the fact that the short drama track is not "crazy" as scheduled, and the growth of other business areas is unclear, "stabilizing the basic market" is the correct solution for the head anchor to face the difficulties.
After all, some data show that from March 28 to April 27, after only one month of suspension of broadcasting, Crazy Brother Yang's Douyin account lost 760,000 fans.
Sell 100 million in 1 hour
Since it is a regression, warm-up is a must.
Through the early warm-up of the official account of the Three Sheep Network, Brother Xiao Yang and Brother Da Yang, which were rebroadcast on Douyin on the evening of April 27, attracted brothers from all walks of life.
40 minutes after the start of the broadcast, "Crazy Brother Yang" ranked 7th on the Douyin live broadcast popularity list and 10th on the top 100 hourly list of the whole site.
And this live broadcast with tens of millions of onlookers, with more than 100 single products, there is no shortage of products with high customer unit prices such as Huawei mobile phones, Apple mobile phones, and Feitian Moutai.
Among them, the highest sales volume is a price of 8888 yuan, "quasi-new" Apple iPhone15 ProMax 512G full Netcom national mobile phone.
Source: Blue Whale News
The data shows that the sales of this single product alone have exceeded 100 million yuan. But it was this popular item that caused a lot of controversy.
In the live broadcast, Brother Xiao Yang introduced the product as "Apple's quasi-new machine, which is a product that customers buy back and return 7 days later, we selected it from Zhuan Zhuan and Foxconn, and there is no trace of use."
At present, in official channels such as Apple Mall, the price of the new same mobile phone is 11999 yuan.
From the price point of view, the "quasi-new machine" brought by Brother Xiao Yang's live broadcast room is thousands of yuan cheaper, which is indeed very attractive.
However, this "quasi-new machine" still makes many consumers wonder: why is it so cheaper? Is the quality guaranteed?
In this regard, some media reporters made relevant inquiries. The results show that the item sold in Brother Xiaoyang's live broadcast room is associated with a newly opened digital product store.
When the media asked the customer service what a quasi-new machine was, the customer service replied: it was all returned from the official website for 14 days without reason, and there were almost no traces of use.
However, in other media reports, this model is also called a resource machine in the domestic market.
Source: Blue Whale News
And, when you buy this phone and activate it, the activation time displayed is set by Apple in 1978. This time display is also a unified overinsurance method for Apple.
At the same time, it is emphasized that all this kind of mobile phones are official original parts, which are no different from the original new phones, and the condition is comparable to that of new phones, which has a large price advantage.
As for whether the quality of this mobile phone with a price advantage is guaranteed, that's a story for later. At least judging from the sales volume, the fans' trust in Brother Xiao Yang is enough.
Balance price and quality
The live broadcast has entered the second half, and the story of the head anchor is becoming more and more difficult to tell. In other words, the head anchor is under more scrutiny than before.
During 315 this year, Brother Xiao Yang was hurt by many brothers who trusted him because of the plum vegetable meat deduction incident.
Although after clarifying the ins and outs of the incident, consumers were also compensated accordingly, the negative public opinion on the Internet still damaged the reputation of the head anchor.
In Brother Xiaoyang's live broadcast room, the main customer groups are concentrated in Generation Z and young people in small towns, and the prices of the products sold before are mostly below 100 yuan.
Relevant data shows that although Brother Xiao Yang has a huge fan base, his performance in bringing goods in the past year has obviously lagged behind the live broadcast rooms such as Make a Friend, Dongfang Selection, and Walking with Hui.
Source: Gray Dolphin Data
On the one hand, it is because of the decrease in the number of live broadcasts of Brother Xiao Yang. On the other hand, it is also necessary to mention the decline in the ability to carry goods due to the decrease in trust.
Previously, the Make a Friend live broadcast room had sold a resource machine with a price of about 8,000 yuan, similar to Xiao Yang's live broadcast room.
Consumers who see the price advantage but don't understand the doorway will be happy to choose this model.
However, in the face of the incremental bottleneck of live streaming, for the head anchor, the balance between price advantage and quality assurance has always been the foundation for them to create GMV.
Therefore, in this market environment, the explosion of "quasi-new machines" cannot be fully regarded as the embodiment of the pursuit of cost performance.
Source: E-commerce headlines
The premise that a certain product has a price advantage is not that the product may have shortcomings that affect the user experience.
Too much emphasis on price is easy to be counterattacked by the reputation of "low price first and quality last".
Nowadays, the live streaming track has become a red sea, and the head anchors who can swim in it should use their own advantages to develop channels and consolidate the quality-price ratio.
In other words, if a product sells 100 million, it will be praised by 100 million users. Then, the so-called head anchor really has the gold content worthy of the "head".