The Mid-Autumn Festival is a time of reunion, but for the "Crazy Brother Yang" in the live streaming industry, the moonlight of this Mid-Autumn Festival is a little dim. He was not only named by his colleague Simba to "break the news" and fell into a product quality crisis, but also was officially investigated, his account was suspended, and millions of fans were lost. Overnight, the internet celebrity, who once stood at the pinnacle of the live broadcast industry, seemed to be on the verge of collapse. What caused this dramatic event? Is it an accidental market fluctuation, or is it the accumulation of human greed and endless desires?
01. Behind the scolding war: business war, competition and human nature game
The fuse of the incident began with a "crab card" dispute at the end of August. Simba and Brother Yang sold the same brand of crab vouchers almost at the same time. Simba sells cheaply and well, but he angrily complained in the live broadcast that he was reported by an "Internet celebrity with more than 100 million fans", and the spearhead was directly aimed at Brother Xiaoyang.
Simba was full of anger, accusing Xiao Yang of "picking up ready-made" and "imitating my business model", and even directly named the "Three Sheep Company" for after-sales problems, and the rhetoric was fierce, saying that they "have no quality inspection, no compensation attitude, only hype".
Subsequently, Lu Wenqing, co-founder of Three Sheep Company, quickly responded, and the scolding war escalated instantly in the live broadcast room. Lu Wenqing said bluntly: "It's too bullying! Each does its own platform business, you can't do it like this! He even let out cruel words, "If you bite me again, I will accompany me to the end." ”
Simba is not a fuel-efficient lamp, and directly broke out an earth-shattering news - "Lu Wenqing and three sheep sent a little girl to prison." "Who is this little girl? Simba said vaguely, but melon-eating netizens quickly locked on the female anchor that Three Sheep had cooperated with - Momo, a sweet-looking post-00s girl with more than 5 million fans.
Momo has not been in the public eye since the last video was released in December 2023. Now her disappearance is once again ignited by Simba's fire. Behind her disappearance, is she having a personal affair with Lu Wenqing, or is she involved in a bigger insider? For a time, the storm of public opinion swept violently.
02. Simba was banned: Brother Yang's business map is swaying in the crisis
Although the disappearance of the female anchor Momo has caused a lot of speculation, what really shakes the foundation of Brother Xiao Yang is the product quality problem of his Three Sheep Company.
On September 4, Simba posted on social platforms again, saying that because Three Sheep Company did not compensate consumers for product issues, he decided to "take out 100 million cash as industry condolences to pay for Brother Xiaoyang". As soon as this move came out, Brother Xiao Yang instantly fell into the whirlpool of public opinion. Netizens began to expose various problems with Three Sheep products, especially complaints about food quality and counterfeit products, one after another.
The two products that attracted the most attention were the two products sold by Brother Xiao Yang in the live broadcast room - plum cabbage button meat and Moutai wine. In particular, this product has been exposed by CCTV 315 party, pointing out that some companies use inferior meat that has not been strictly processed, and the products of the Three Sheep Company happen to be pointed out to have similar problems. Coupled with the turmoil of Moutai, the public questioned Brother Yang's credibility.
At a time of great pressure, Simba's live broadcast room was suddenly banned because of suspected unfair competition and disrupting market order. However, this did not calm the situation, but intensified the emotions of netizens. Although Simba's account was blocked, some netizens still posted screenshots of him paying for Brother Xiao Yang, and the amount was not small, which made the incident worse.
03. False propaganda caused mooncakes to overturn: Brother Xiao Yang on the eve of the Mid-Autumn Festival was completely "planted"
Just when Brother Xiao Yang was busy dealing with the controversy over Moutai, a "Hong Kong Meicheng mooncake" before the Mid-Autumn Festival became the last straw that broke the camel's back. This mooncake was vigorously promoted by Brother Xiao Yang in the live broadcast room, promoted as a "Hong Kong high-end brand", and invited Hong Kong artist Zeng Zhiwei to stand on the platform, claiming that "Hong Kong people can't buy it", and the price was once touted to 700 yuan a box.
However, the truth is shocking. Many Hong Kong netizens said that they had never heard of the brand "Hong Kong Meicheng", let alone seen related stores. It turned out that this mooncake was not produced in Hong Kong, but a brand registered in Hong Kong by a company in Guangzhou, which was essentially "selling dog meat on the head of a sheep".
It is not difficult to understand the anger of netizens, many people thought they were buying high-end mooncakes to give away, but they found that they had paid three times the price for an ordinary product. This false propaganda not only damaged Xiao Yang's reputation again, but also attracted the attention of the regulatory authorities. On September 17, the official notified the three sheep that they were suspected of "misleading consumers" and launched an investigation against them.
Immediately, many accounts under Three Sheep stopped broadcasting, and even the "Crazy Little Yang" with hundreds of millions of fans was not spared. This time, the collapse of his house is irreversible.
04. Behind the Internet Celebrity: The Game of Wealth, Lust and Morality
Will Brother Xiao Yang be like Wei Ya, the former queen of goods, completely "collapse"? None of this is conclusive. Although he has been placed on file for investigation, considering that the output value of Three Sheep Company's live broadcast in 2022 will exceed 10 billion yuan, and it is expected to reach 30 billion yuan in 2023, the local government may not be willing to give up this "Internet celebrity who lays golden eggs" easily.
However, behind the wealth is endless greed and desire. Looking back on the past few years, many Internet celebrities in the live streaming industry have fallen: Fan Xiaohui, Mao Cup, Tietou...... They once stood at the top, but they all fell quickly because of the pursuit of wealth and disregard for morality. Commercial success is disorienting, and the model of influencers bringing goods has exacerbated this process. When you have a huge amount of traffic, the temptations and risks are just as great.
As a quote on the Internet goes, "When your virtue and wisdom are not enough to carry your wealth, the excess will eventually be lost in various ways." Brother Yang's crisis is a realistic portrayal of this truth.
05. Conclusion: The secret war of human nature behind wealth
Finally, we might as well review two stories of Brother Yang.
First, Brother Xiao Yang once sighed during the live broadcast: "Don't make a big fortune, making a small fortune is the happiest." This "Versailles" remark quickly appeared on the hot search, causing netizens to ridicule enthusiastically. However, the truth is, when the temptation of wealth is in front of you, who can really stick to their hearts and not be moved?
Second, when Brother Yang's fans had not yet exceeded one million, Simba gave him a lot of guidance to help him grow. Now, the two turned against each other because of their business interests, and Simba hit him with a hammer, almost crushing Brother Yang's business empire.
This is human nature: when a person is in a vulnerable situation, a friend may be willing to lend a hand; But when he grows into a giant and threatens the interests of others, his former friends often become the strongest enemies.
Brother Yang's story of the collapse of the house may not be over yet. But this turmoil is not only a competition for business interests, but also the ultimate test of wealth, morality and human nature. In this era of intertwined traffic and desire, whether Internet celebrities can find a balance between wealth and human nature, I'm afraid only time will tell.
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