Today’s Weibo’s trending topic list is: Crazy Little Brother Yang.
You may not have heard of this name. Brother Yang is Douyin’s top Internet celebrity. The reason for the fire this time is also very "top": the products sold with goods are suspected of quality problems. According to the refund, one pays three, and may have to pay one hundred million.
Trump is not as popular as him today.
Although 100 million yuan was just a "small goal", such a big battle still made netizens curious about what happened.
What happened is very simple, a few days ago, the fake @Wang HaiI found that the power of the Jinzheng wall breaker and meat grinder sold in Brother Yang’s live stream before was false.
The wall breaker is marked with a power of 300W, but the actual power is 105W. The meat grinder is marked with a power of 300W, and the actual power is 120W.
This product with a unit price of 399 sold for 68,000. According to the refund of one to three, the total amount of the final refund compensation exceeded 100 million.
As things got worse, the brand Fangjinzheng also quickly issued a statement on Weibo, saying that 300W is the rated power of the whole machine, while the 120W and 105W marked on the motor refer to the output power of the motor alone, and the two are not the same concept.
At present, there is no conclusion on this matter, and the two sides are still relying on the "network small court" to shoot snipers in the air and fight back and forth.
In the back and forth controversy, some people followed the amount to eat melons, but in the end they got more doubts: Who is Brother Xiao Yang? How much does he earn a month, can he afford to pay?
Brother Yang, full name "Crazy Brother Yang", formerly known as Zhang Qingyang, was born in Lu’an City, Anhui Province in 1995.
On Douyin, the main funny plot content, sitting on 102.30 million fans, an average of 14 Chinese people, there is 1 is his fan, just from the number of fans, and even hang Andy Lau, Chen He, Di Li Reba and other stars.
As early as his sophomore year, Brother Yang and his twin brother "Big Brother Yang" opened Yang to create short videos, and at the beginning they posted some dancing spoof content. Such content was already a lot on Douyin at that time, and their account data was mediocre.
What made Brother Yang start to feel that he could fire was a simple and crude cannon fight.
Once during the Chinese New Year, the two brothers "rubbed" a big cannon fight, with about half a 27-inch display screenIt’s so big, and the caption is also rude: "Double-click to add attention, and it will be released tomorrow."
One night came 80,000 many people who wanted to see the firecrackers paid attention to him, and this was the first famous work.
However, it is very tragic that after the firecracker, 40,000 fans were lost the next day.
But from then on, Brother Yang began to try this nonsense and death-seeking style.
His first real hit was "fried ink."
The plot was very simple. He and his roommate were on the balcony preparing to use a firecracker to blow up ink to play. However, as soon as he lit the fire, his roommate entered the room and locked the door, leaving Brother Yang on the balcony to be blown up by ink.
This video directly increased Brother Yang’s fans to more than 600,000, and also made him feel the "traffic password".
Then the two brothers joined their families to create together, grasping the two weapons of death and reversal, specializing in funny plot content. Due to the unique style, the fans grew rapidly.
Such a "traffic password" was later re-engraved by Brother Yang into the live broadcast sales.
There is a brand selling stockings, and they pull the brand and ask him to talk about why a big man wants to sell stockings?
There is a brand selling bags, priced at 1299, and they directly said: What kind of bags are you selling, so expensive, you must not be able to sell any of them.
The brand explained that this bag is very good, for example, it can be waterproof and scratch-proof.
The two brothers began to use various means to wipe the outer skin of the bag with a brush, and even bite their mouths. They had to break it, and the brand couldn’t get off the stage today.
Anyway, very dramatic.
Several times, netizens frantically prompted the brand in the live stream: "You can be the original manufacturer or the plaintiff."
Some people may be curious, what should I do if it is really damaged? The brand is not here to be scolded.
Don’t say it, this buddy really broke things several times, and even if he broke it, these two brothers are not empty.
First, you can use this to cut prices with the brand.
Secondly, because the operations used are very extreme, such as using teeth to check the quality of slippers, these operations do not happen in real life, and the audience will not feel that there is a problem with the quality of the product, but will feel that the quality of the product is good.
Of course, if you believe this scenario completely, you will lose.
But this was full of drama, which made Brother Yang’s live broadcast data rise steadily.
According to the data in the background of the star map, Crazy Little Brother Yang has reached more than 20 million views in recent times, and the sales range of a single game is between 10 million and 100 million.
According to the quotation on the star map, Xiao Yang is now an e-commerce special 210,000 per hour, and the fight is 40,000 a product.
This is just advertising fees, and there is usually a commission.
In addition to direct live streaming, Brother Yang also engaged in "live slicing authorization" before.
Authorized creators can edit out the highlights of Brother Yang’s live broadcast and put them on their account to bring goods. The income is divided into Brother Yang 3:7, and some good data can be discussed for 5:5. Before media broke the news, the share income of just slices is as high as 16 million yuan per month.
But then there were many unauthorized people sailing under false colors, using Brother Yang’s live slices to sell other counterfeit and shoddy products, so the authorized business has been suspended.
Looking at it this way, you might think that Brother Yang is a live blogger who earns a lot by live streaming.
So, yes, but not quite.
Just a few days ago, Brother Yang spent 103 million to buy a building in Hefei.
Look at the name "content-based e-commerce industry base" and you will know that the end of Internet celebrity is the establishment of MCN.
In fact, as early as 2021, Brother Yang established an MCN institution, and now there are more than 300 accounts in the account matrix.
Why set up MCN as a matrix?
In the field of live e-commerce, doing a matrix actually has a natural advantage: the more accounts in the matrix, the greater the traffic, and the stronger the "pricing power" can be obtained, and the price is the life infra of e-commerce. After having the price advantage, you can sell more goods, or you can use it as a bargaining chip to attract more accounts to settle in, a virtuous cycle.
At the same time, if the scale is large, the supply chain and cost control will be easy to handle, directly replicating and optimizing indefinitely.
A long time ago, Brother Yang revealed in the live broadcast that his company had nearly 10,000 employees.
In addition, a leading live streaming host like this has a set of profitable operations: traffic equity.
The live streaming host takes out its own traffic to sell goods for the brand platform, and the brand pays shares in exchange for the live streaming host platform. Viya, who was previously fined for tax evasion, completed deep binding with Giant Bio and Delmar through similar operations.
To put it simply, live streaming is very profitable, but they still want to earn more. Some play MCN to engage in matrices, some play traffic to invest in stocks, and some even turn around and become capitalists directly, using the money they earn to establish investment institutions and make money with money.
From Brother Yang, Simba to Viya, why does everyone want to be an MCN and play capital?
Think about it carefully, in fact, the flow pool is limited, and no one can fully grasp it. For small UP, you are popular this month, and he is popular next month. Even the super top stream has timeliness, but this timeliness may change from monthly measurement to annual measurement.
What these top players want to seize is certainty, such as precipitating a more mature supply chain and cost control, which belong to the industry accumulation and will not be easily outdated. And with these "stable assets", you no longer need traffic completely, and the doubling of scale and profits is only incidental on the way.
Some time ago, there were media reports that Viya made more money after not broadcasting, and to some extent, it also showed that scale can make money faster than pure super individuals.
But how many people can successfully go from "making money for a while" to "making money for a lifetime"? No one can say.
