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- Source/Brand Observer
- Author/Brand Observer
Introduction: In the past May Day holiday, under the tide of cultural tourism in various places, the phenomenon of stealing and bullying customers in scenic spots is finally no longer the center of the topic, and what is more out of the circle are those tourist cities with high quality and low prices and humanized services, such as Zibo, Shandong Province, which has turned red, and Banzai Mountain in Kaifeng.
However, this does not mean that we will not step on the pitfalls when we go out to travel.
For example, the Hefei Electric Music Festival held by the super anchor "Crazy Brother Yang" made netizens quarrel because the on-site commodity pricing was too high.
From May 3rd to May 4th, an electronic music festival called DXYG-VAC was held in Luogang Park, Hefei.
The prefix of the name of the electronic syllable festival is the abbreviation of "Brother Yang", and many people participated in the electronic music festival for the fame of these two super Internet celebrities, but they did not expect to be frightened by the price of the scene.
The people who participated in this electronic music festival still don't understand that the crazy little brother Yang who shouted "help the brothers bring down the price" in the live broadcast room will hold such a high price of the electronic music festival.
According to media reports, at the scene of the Hefei Electric Music Festival, a bottle of pulsation is 30 yuan, and a bottle of Red Bull is 28 yuan.
Especially pure water, pour it directly into the cup and sell it for 20 yuan a cup. Some netizens revealed that the pure water used is ice dew, and the purchase price is less than 1 yuan per bottle.
▶ Source: @潇湘晨报
And a Cantonese-style beef fried rice/fried noodles was sold for an outrageous price of 45 yuan.
▶ Source: @潇湘晨报
You may ask, with such a high fee, aren't you afraid that you won't be able to sell?
The organizers have solved the "worries".
According to the requirements of the DXYG-VAC electronic music festival, the audience is "strictly forbidden to bring unsealed food, all kinds of canned alcohol and beverages into the venue", but participating in the electronic music festival will inevitably scream, shout, and when the mouth is dry, they can only consume high-priced drinks on the spot.
"Chief Brand Observation" learned that many music festivals, electronic music festivals, etc. have "no bringing their own food and drinks" regulations, in order to prevent the audience from throwing heavy objects on the stage when they are excited, threatening the personal safety of performers.
But isn't it possible to hurt people with high-priced drinks sold on site? Or is there such a rule in place in order to sell a drink that doubles the price? This is an issue that deserves further discussion.
In the face of the condemnation of high-priced drinks on the whole network, Crazy Brother Yang felt very aggrieved.
On May 7, under the fermentation of public opinion, Crazy Brother Yang responded with a long post, focusing on:
1. 17 booths are outside the unified package. By implication, the pricing has nothing to do with me;
2. After discovering the price problem, Crazy Brother Yang adjusted the price, and the water dropped to 10 yuan at about 7 pm on the 3rd, which was lower than the price of all electronic syllables;
3. At the end of the video, Brother Xiao Yang said that water will be provided free of charge for the electric music festival to be held in the future.
▶ Source: @疯狂小杨哥
Some netizens who support Brother Xiao Yang believe that there is no need to care about the voice of the Internet, because even if drinking water is provided for free, there will still be people who pick on it.
Regarding Brother Xiao Yang's statement that "all the food and drinks at the scene of the electric music festival are clearly priced, and there is no fraud", some netizens said that this is sophistry, since the price can be clearly marked, does it mean that it is reasonable to sell a glass of water for 100 yuan?
In response to questions from the Internet, Brother Xiao Yang looked angry and excited, pointing out that the media reports were rubbing traffic and discrediting himself.
In Xiao Yang's view, the electronic music festival held in Hefei hopes to have a positive social impact and play a positive role in the development of Hefei's cultural tourism.
But if criticism is not free, praise is meaningless.
If we ignore the bad experience of the audience and classify negative voices as "sunspots", it will only smear Hefei's image and personal reputation, which is counterproductive.
In fact, Crazy Brother Yang spent 30 million last year to hold a star concert in Hefei, with well-known singers such as Zhang Xinzhe, Huang Guanzhong, Pu Shu, and Wang Sulong joining, and the stars are bright.
The free tickets were once fried to 2,000 yuan by scalpers, which shows the attractiveness of this concert.
Brother Yang, who tasted the sweetness from it, increased his weight again this year, throwing 50 million yuan to hold this larger-scale DXYG-VAC electronic music festival, which can not only accommodate 30,000 people to jump together, but also has 1,600 on-site security personnel, plus 5,000 service personnel.
▶ Source: @疯狂小杨哥
In addition, electronic music Internet celebrity Marshmello, "Charlotte Goddess" of global Techno music fans, and celebrities Li Chen, Chen Haomin, Jiang Lisha and his wife all came to the scene, making the trip worthwhile for electronic music lovers.
Although the whole network complained about the high-priced drinks, the pull of this electronic music festival on the development of Hefei's cultural tourism is visible to the naked eye.
According to the data provided by Crazy Brother Yang, the total exposure of the electronic music festival reached 5.2 billion times, and 29 groups of artists from 9 countries including Britain, Germany, France, and the United States gathered together, on May 3, the number of visitors to Luogang Park reached an astonishing 360,000, and the total number of audiences inside and outside the venue in two days was as high as 100,000+, of which music fans from other provinces accounted for 80%.
▶ Source: @疯狂小杨哥
It is worth mentioning that the DXYG-VAC electronic music festival is not only in Hefei, it will be touring the whole country, and the next one will be held in Wuhan.
This may show that in addition to promoting the development of offline urban tourism, Crazy Brother Yang cares more about the continuous growth of online traffic.
The data shows that Brother Xiao Yang's electronic syllable festival has the highest popularity of 200 million on Douyin-related topics, and the popularity of many other topics exceeds 100 million.
At last year's star concert, the total number of viewers in the official live broadcast room of Three Sheep Group exceeded 65.72 million, and the peak popularity was nearly 2.43 million; Douyin's "Xiao Yang Zhenxuan" account has more than 4.1 million followers in a single day, and the main account of "Crazy Xiao Yang" has increased by 790,000 fans, reaching 122 million.
Holding large-scale concerts and electronic music festivals twice in a row, behind it is the embodiment of Xiao Yang's "traffic anxiety".
In 2022, Crazy Brother Yang, who has only been operating his account for 3 years, will have more than 100 million Douyin fans, becoming a veritable "Douyin First Brother" and "Super Internet Celebrity".
But whether it is before becoming famous or after the explosion, Brother Xiao Yang is always at the center of the storm of public opinion.
In 2023, due to the large scale in the live broadcast and the suspicion of vulgarity, Brother Xiao Yang will be pushed to the forefront; During 315 in 2024, the plum vegetable meat button incident was exposed, and Brother Xiao Yang became the target of public criticism; Not to mention that he is constantly being named by fake people, and the quality of the goods brought by Brother Xiao Yang has been controversial and questioned.
Seeking transformation and retreating behind the scenes is what Brother Xiao Yang has been doing, and the entertainment industry is a "back road" he has found for himself.
▶ Source: @疯狂小杨哥
In addition to holding concerts and concerts, the short drama industry, which has exploded in the past two years, has also been targeted by Brother Xiaoyang.
At the end of last year, Three Sheep Network officially entered the short drama track and launched two short dramas "Anti-Corruption Storm" and "Let Me Love You Again".
In mid-April this year, the latest short drama "Master Fu, Your Substitute Bride is a Big Guy" officially started filming at Hefei Binhu Fullland Hotel, focusing on popular elements such as "substitute marriage", "big guy" and "wealthy family", and some of the actors are anchors under Three Sheep, including Three Sheep Xiaoqi, Three Sheep Zhou Qifeng, and Three Sheep He Rui.
is so talented in the entertainment industry, but it is still unknown whether Brother Xiao Yang can tear off the label of "Internet celebrity anchor".
The electronic syllables were complained about, and the total number of views of the previous two short dramas of about 70 million times was not satisfactory, but the field of live broadcast delivery is still Xiao Yang's comfort zone.
On the evening of April 27, after 32 days of hiatus, "Crazy Brother Yang" returned to the live broadcast room with goods, and its sales exceeded 100 million yuan in 1 hour, breaking its own sales record.
▶ Source: @抖音
This is probably the reason why Brother Xiao Yang has been jumping repeatedly between "withdrawing from the network" and "rebroadcasting".
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