Brother Xiao Yang huddled around to keep warm

Hsin-hsien

2024-05-17 17:25Posted in Henan Science and Technology Creators

@新熵 Original 

Author丨Sakuragi Editor丨Ippah 

After disappearing for 30 days, Douyin's first brother Crazy Brother Yang returned to live broadcast to bring goods, and his popularity continued to break many records. In the nearly two-hour live broadcast, the number of viewers exceeded 14 million, and 40 million yuan was sold in 13 minutes and 80 million yuan in 22 minutes, and the sales exceeded 100 million yuan in 1 hour. It's just that behind the excitement, a crisis seems to be fermenting. 

According to reports, in Brother Xiaoyang's live broadcast room that night, the best-selling product was a "quasi-new Apple iPhone15 ProMax 512G full Netcom Guoxing mobile phone", priced at 8888 yuan. According to the data, the sales of this single product alone have exceeded 100 million yuan. 

But it was this product that brought trouble to Brother Xiao Yang. 

Although Brother Xiao Yang claimed that there was no live broadcast for a month, just to cut the price, the original definition of Apple's quasi-new machine is, "The products that customers return after 7 days of buying them back, we selected them from Zhuan Zhuan and Foxconn, and there are no traces of use." 

However, industry insiders often refer to quasi-new machines as "resource machines". There are several sources of resource machines, some are machines that are returned within 14 days without reason to return, and then sold after refurbishment; Some machines are produced from Foxconn's surplus parts, and the quality inspection of such machines in the production process is not as strict as that of retail machines, and there are certain defects. Therefore, this kind of machine does not support the national warranty, and the main sales channels are second-hand e-commerce platforms and third-party channel providers. 

In terms of price, on the official website of Zhuan Zhuan, the price range of 99 new and new Apple mobile phones with the same configuration ranges from 8398-10000 yuan, which is close to the price band brought by Brother Xiaoyang, and the average price is not too cheap. 

There is not necessarily a problem with the resource machine, but there are many potential safety hazards and weak after-sales protection, which are the reasons why consumers are reluctant to buy. At the same time, Brother Xiao Yang is selling high-end categories in the quasi-new resource machine, which is difficult to sell on the second-hand platform, because the high-priced audience is not sensitive to the price of the product, and there is no need to buy second-hand. In the popularity ranking, Brother Yang's product ranks seventh in popularity, and the price is the most expensive. 

The risk is high, it is not easy to sell, this time Brother Yang's selection of goods is contrary to his past painting style, and the reason can be seen from the source of this batch of mobile phones. According to the window information, the associated store of this product is "Picker Digital Store", and the main body of the "Picker" second-hand mobile phone trading platform company is "Beijing Xia Kehui Information Technology Co., Ltd.", which is a wholly-owned subsidiary of "Transfer's second-hand trading platform". In other words, Brother Xiao Yang's 2-hour live broadcast focused on helping the transfer clear the inventory.

According to App Growing data, Zhuan Zhuan ranks 4th on the 2023 e-commerce app hot list. Whether it is in the plot of the head account or the hard width of the waist, the figure of turning is everywhere. But in terms of effect, it is not satisfactory, and turning around is more just a "familiar face". Although people are familiar with it, they don't dare to try it lightly. 

Especially after a blogger broke the news last year about the "Yin and Yang Testing Contract" scandal, the marginal benefit of Zhuan was further reduced. When the flow enters the dry period, new means are needed to maintain cash flow, and Douyin is the best candidate. 

After the 315 trough meat incident this year, Brother Xiao Yang almost became the target of public criticism, and the electric syllables were exposed to sky-high prices, and the short dramas were accused of making money. Douyin's traffic urgently needs to be monetized faster before it is lost. As a result, Brother Xiao Yang, who was once famous for his low-cost and good goods, sold a quasi-new Apple mobile phone at a sky-high price. 

Sales records were broken, and the inventory that was circulating also fell, but after this excitement, fans became "test products" under the poor information. Maybe when they become numbers in billions, it won't matter that much. 

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