But at the moment, this short-sighted super-internet celebrity, who is only 25 years old, is experiencing an unprecedented crisis in his career. His personal label may be preceded by "1 100 million".
Recently, Weibo, a professional counterfeiter, claimed that the gold bell jar high-speed mixer and meat grinder sold by "Crazy Brother Xiao Yang" had nominal power. The power of the meat grinder sold in the live broadcast room is 300W, the actual power is 120W, the power of the high-speed mixer is 300W, and the actual power is105 W. At the same time, Wang Hai pointed out that the cheated consumers can ask for a refund of one and a compensation of three, and the total amount of compensation to be refunded can be as high as 65.438 billion yuan.
Can "Crazy Brother Xiao Yang" escape this crisis? From the perspective of the whole industry, there are precedents for online celebrities who have been overthrown by counterfeiting. Simba and Luo Yonghao, anchors in Aauto faster, both suffered from counterfeiting by Wang Hai. At present, the outcome of the incident is still unclear and inconclusive. Relevant departments in Zhongshan and Hefei have been involved in the investigation.
From the past anti-counterfeiting incidents, we can see that the live broadcast industry, which is still in a state of rapid development, is like a whirlpool. The relationship between counterfeiters, online celebrities, brands and consumers is intertwined, and the social, legal and industrial problems derived from it are becoming more and more acute.
According to industry insiders, the live broadcast industry has entered the deep water area. If the anchor wants to operate for a long time, it is necessary to present its own values when bringing goods. In addition to considering their own interests, we should also consider the interests of the audience in the live broadcast room to the maximum extent.
100 million fans, users are sinking.
Speaking of "Crazy Brother Xiao Yang", some live broadcasters described him as "the representative of Tik Tok", "the first number of fans" and "the first". In the eyes of these insiders, Brother Xiao Yang is a well-deserved head network celebrity with good content, early entry, capital support and high threshold.
On June 3rd this year, 165438+ gave birth to the first account with goods exceeding 100 million in Tik Tok, namely "Crazy Brother Xiao Yang". Prior to this, Tik Tok had no personal account with fans exceeding 1 100 million yuan. According to the whole network, Li Jiaqi broadcasts live on Taobao, with 7 1.82 million fans in the main position and 98 million fans in Aauto Faster Gesimba.
In the account profile, "Crazy Brother Xiao Yang" introduced himself as the founder of Three Sheep Network Technology, and his mission was to convey happiness. Of the 123 works released by Xiaoyangge, the praise of each work is basically in the order of two or three million, and most of the contents are centered on the teasing of Xiaoyangge, yangko dance's twin brothers, family sitcoms related to parents and other elements, with strong comedy color, reversed plot and exaggeration.
Li Hao, the founder of Mars culture, told China Newsweek that "Crazy Brother Xiao Yang" was an internet celebrity in the Weibo era, and IP existed for a long time. In fact, the content development of Brother Xiao Yang has a groping process. According to the public information, his accounts in Weibo and Aauto Quicker began to publish content around 20 15, but there was not much movement until 20 18 when he settled in Tik Tok.
At first, Xiao Yang's content style mainly focused on tricks. He used a "fried ink" video to add more than 600,000 powders. However, he later adjusted the content direction and filmed funny stories between himself, his twin brother and his parents. Short plays with family background gained fans on the short video platform.
"Xiao Yang Ge entered a virtuous circle, and the paragraphs were constantly updated to strengthen his own personnel; Secondly, he became the super-head anchor of e-commerce pan-product live broadcast and got a relatively cost-effective price. " Ming Jiang, the founder and chairman of Hangzhou Qiqi Technology Co., Ltd., pointed out that the most important way to attract traffic is to get the greatest blessing from the platform. With traffic, there will be various implementations.
Brother Xiao Yang, who made his debut with content, was formally established on 202 1 not long after he brought the goods. "Similar to the Oriental Selection, the previous New Oriental lecture mode moved to the live broadcast room to bring goods, and Brother Xiao Yang also brought the funny way of sitcom to the live broadcast room." Li Hao pointed out that Xiao Yang's brother is currently in the stage of accelerating the rise of fans, and his efforts in live broadcast with goods are obvious to all.
According to third-party data, on the vibrato platform, on June 5438+ 10, 2022, Crazy Little Yang Ge was broadcast live for 9 games, with sales reaching 400 million, ranking second, while Oriental Select ranked first, with 28 live broadcasts per month and sales reaching 700 million. In the previous August and September, Xiao Yang's live broadcast room basically maintained this performance, with food accounting for most of the live broadcast, followed by beauty care and daily necessities, with the price range from 0 to 100 yuan exceeding 70%.
"Relatively speaking, the audience is sinking," Li Hao pointed out. "The biggest feature of Xiao Yangge's business model is to make the slicing authorization model more thorough. Head anchors, such as Jerry, Friends or Oriental Select, have idol baggage and will not authorize the dissemination of content. Brother Xiao Yang's background is grassroots and has no burden. Therefore, by editing the live video of the anchor with goods into fragments, hanging the shopping link, and using the sliced video to continuously bring goods with the help of multiple matrix numbers under the recommendation of the algorithm platform, sales growth outside the live broadcast room can be realized. "
Earlier, some media reported publicly that there were more than 2,000 authorized accounts for live slicing in Shawn, and the monthly income from this method could reach about160,000 yuan. However, problems such as selling three products through unauthorized accounts subsequently arose. At present, the official exhibition of Sanyang has stopped authorization. However, some brands that have cooperated with Xiao Yang Ge told China Newsweek that the MCN behind Xiao Yang Ge has more than 7,000 matrix numbers, and it can also be sliced and distributed. Only the good products sold in the live broadcast room will be sliced. The brand has achieved millions of sales through Xiao Yang's live broadcast room, and the sales of subsequent sliced goods are also over one million, which generally requires commissions ranging from 20% to 40%.
When the price-breaking live broadcast room encounters counterfeiting,
This anti-counterfeiting incident is not the first time that Wang Hai "shot" Brother Yang. As early as September this year, Wang Hai had exposed that the gift hair dryer in Xiao Yang's live broadcast room was a three-no product with no mandatory 3C certification. Gifts belong to commodities, and they can be refunded once and compensated for three times.
It can be seen that Wang Hai's anti-counterfeiting direction is still in the direction of small household appliances. This time, Wang Hai pointed out that the products of virtual standard power are currently selling 68,000 pieces at a unit price of 399 yuan. At present, the product has been removed from the official flagship store.
Check the link of Xiao Yang's live broadcast at that time. The page shows that the total price of this product is 399 yuan, including four products: Jinzheng high-speed mixer, air fryer, electric hot pot and meat grinder. This price is rare in the whole network. On an e-commerce platform, the price of only one high-speed mixer of the same model is around 200 yuan.
"The studio needs a special floor price mechanism," the above-mentioned merchants who cooperated with Xiaoyangge Studio told China Newsweek. He further explained that the special reserve price mechanism is even lower than the lowest price of the whole network, and most of them are as low as selling a single loss, but they can achieve higher sales. Another merchant who has considered cooperation before said that breaking the price is a common cooperation phenomenon in head live broadcast. Brother Xiao Yang is the absolute head of the company. Breaking the price is basically breaking the reserve price, so other distribution channels are actually difficult to do, so I didn't cooperate with him.
A person close to Kim Jong Electric revealed that in the past two years, the household appliance industry, especially the small household appliance industry, has been facing a situation in which foreign trade and domestic sales are not optimistic. When the live broadcast is booming, it will break the price or even the reserve price to boost sales. The big anchor is happy to see it, and can get the best price to attract fans to shop. The commission is generally around 20%. But for the factory, under the pressure of "the lowest price in history", it is also responsible for delivery and after-sales links. In fact, it is impossible to broadcast the room without losing money.
The above-mentioned people pointed out that the golden bell jar belongs to an authorized brand, which means that the brand management mode is mainly handed over to a third-party agent in the form of an authorization fee, and the agent then goes to a factory to produce products. At present, this model is popular in the home appliance industry, which can integrate the brand and supply chain more efficiently, and finally can quickly absorb many white-brand home appliance manufacturers into the brand supply chain.
In his view, the problem of virtual power reflected this time is not uncommon in the industry. The built-in rated power 105W motor pretends to be a high-speed mixer with 300W stirring power, which involves the cost problem. The cost of 100W motor is quite different from that of 300W motor. The bigger problem is that "the brand's supply chain is not a game of chess caused by the production of products by multiple agents and factories. At most, the brand can control products through temporary sampling, and its ability is very limited." He further analyzed that it was obvious that Kim Jong-un was not confident in the quality of the products, otherwise he would not have removed the products at the first time.
Liu Buchen, a senior observer in the household appliance industry, pointed out that there are over 300,000 small household appliance enterprises in China, and there are few well-known brands. Many products flow to the sinking market with weak consumption power, and these consumers have limited ability to distinguish products, creating living space for low-end manufacturers, and the quality inspection of small household appliances enterprises has not been included in the key spot check plan of relevant departments. The phenomenon of "taking advantage of consumers' cognitive misunderstanding, taking advantage of relevant laws and regulations, and lowering the substantive standards of fuzzy regional production" is not uncommon.
The live broadcast has entered the deep water area.
Chen Wenming, director of Zhejiang Xiaode Law Firm, told China Newsweek that the head anchor has a large traffic and the brand is willing to give a low price. Breaking the price can often play a role in promoting sales. However, in recent years, the phenomenon of rollover in the live broadcast room is common, and the "low-priced" goods in the live broadcast room may be "routines" or even selling fakes.
In response to this chaos in the live broadcast e-commerce industry, Chen Wenming said that on March 30, 2022, the State Internet Information Office, State Taxation Administration of The People's Republic of China and the State Administration of Markets jointly issued the Opinions on Further Regulating the Profit-making Behavior of Webcasts to Promote the Healthy Development of the Industry, and formulated a series of regulatory rules.
The opinion puts forward that "if a webcast platform or a webcast publisher sells goods or provides services or carries out promotional activities by means of price comparison, the selling price, comparative price and their meanings should be clearly stated in writing." Chen Wenming believes that this shows that once merchants make false propaganda and false discounts on commodity prices, they need to bear corresponding responsibilities. In addition, in the opinion, once the situation of manufacturing and selling fakes occurs, participants in every link and the whole link of the live broadcast room may have to bear corresponding legal responsibilities, which increases the subject of responsibility and increases the protection of consumers. The electrical products in Xiao Yang Ge's live broadcast room may be suspected of false propaganda if there is false standard power. At present, relevant departments have been involved in the investigation.
Many people in the industry believe that for brands, the ecology of the live broadcast room of big anchors is largely irrational and healthy. On the other hand, for the anchor, it also poses great challenges in supply chain management and quality control. "The problem that the goods are not right is not what the anchor wants to see. In order to minimize this phenomenon, the contract signed between the anchor and the brand can specify the terms that the brand should bear legal responsibility in the case of insufficient power. " Ming Jiang gave his own suggestions.
"The live broadcast industry has entered the deep water area and reached the stage of quality competition." Cui Lili, Executive Dean of E-commerce Research Institute of Shanghai University of Finance and Economics, pointed out that the exposure in the live broadcast room is very large for the brand, and the product sales can also be fully distributed. However, it may cause some problems. On the one hand, the audience may be aimed at bonus hunter, not the real product demanders, so it is difficult to form a memory of the brand and buy it again; On the other hand, if the brand can't make money, it must compete with consumers if it wants to make a profit, unless it has extreme supply chain ability to control costs.
A person in charge of MCN told China Newsweek that the selection of products should have strict procedures and links, generally involving legal qualification review, product trial and inspection, scientific consultants to eliminate false propaganda, brand evaluation and public opinion evaluation, and finally a very perfect after-sales customer service mechanism is needed. The person stressed that "without it, any link may go wrong". In addition, the franchisees will regularly recycle the products purchased by consumers in the live broadcast room and send them to professional testing institutions to test the authenticity.
You, a senior partner of Shanghai Dabang Law Firm, analyzed that the responsibilities in the live broadcast are unclear, involving many legal relationships, such as the relationship between the live broadcast room and the brand, the relationship between the platform and the live broadcast room, etc. However, the products clearly sold are subject to market supervision and product quality supervision. At present, the fact of this anti-counterfeiting incident still needs the identification of relevant departments. He believes that the existing laws and regulations can solve these disputes, but the handling efficiency is not high enough. The degree of standardization of the live broadcast industry is still unclear, especially in the period of rapid development, and many complicated situations need to be identified.
"In fact, the more famous people are, the more affected they are when they encounter this kind of thing." You said that these big anchors who encounter counterfeiting are easy to fall into the contradiction between long-term patient management and rapid follow-up, especially when facing consumers in the low-end market. Pay more attention to the choice of products. The selection team behind the anchor needs to realize that selection can reflect values, and to safeguard its own interests and achieve long-term development, it is bound to consider the interests of the audience in the live broadcast room to the greatest extent, otherwise it will still be eliminated by the market.
Author: Meng Qian