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This article is from the WeChat official account:Bad review (ID: chaping321), Author: Dodo Bird Samurai, Editor: Mask Line, Original title: "Refund one to pay three can pay 100 million little brother Yang, also began to find a way out for himself.", title picture from: Visual China

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 Hai(It was also him in the Simba Bird’s Nest incident before)I 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 screen(Visual inspection)It’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.

This article is from the WeChat official account:Bad review (ID: chaping321)Author: Dodo Samurai, Editor: Mask Line

　　"As long as you are in love, you should fall asleep when you drink to death", and the rhetoric on the wine table turned into a real tragedy: last week, Gao Hua (pseudonym), director of the legal service office of Linshi Town, Fuling, hosted a banquet for local cadres, then went home drunk, went to bed and never woke up.

　　Go home drunk and die in bed.

　　Yesterday (January 19) morning, the person in charge of the legal service office of Linshi Town, surnamed Jiang, said that at 1 pm on January 14, Director Gao, who lives in Fuling City, called him and two other comrades in the office to have a group dinner.

　　Jiang recalled that two months ago, he became the director of the institute. On the day of the dinner, Jiang had other business and didn’t go to the group annual banquet. The next day, he received a phone call from Gao’s family, saying that something was wrong.

　　After 1 pm that day, Jiang rushed to Gaojia and learned what had happened: On the evening of 14th, Gaojia went home to sleep with drunkenness after entertaining guests. At 12 noon the next day, I was still in bed. His family called him to get up for lunch, but no one answered.

　　"When the family checked, they found that his body was cold." Jiang said. Afterwards, everyone thought that he was in good health and died of drunkenness.

　　I drank 6 liang of white wine before the accident.

　　According to an insider, there were 13 people who attended Gao Hua’s banquet that day, including two deputy mayors of Linshi Town, two staff members of the grassroots department of the Judicial Bureau, staff members of the Judicial Office of Linshi City and court staff of Linshi Town.

　　The guests recalled that on the same day, Gao frequently toasted the guests during the dinner, and asked everyone to give their support in the work in the coming year. Many guests estimated that Gao had drunk more than six taels of liquor at that time.

　　"He has a good capacity for drinking, and he can drink more than a catty at ordinary times." A guest said. They didn’t expect that something happened when they drank more than six taels that day. Another guest said that on that day, after drinking more than six taels of wine, he was dizzy and faltered.

　　After the dinner, the guests left one after another. The next day, they received news that Gao was unfortunately drunk to death.

　　The family claimed 380,000 yuan from the Justice Bureau.

　　Yesterday afternoon, Xiong Yiping, director of the Fuling District Judicial Bureau, told reporters that after the incident, Gao’s family found the Judicial Bureau and thought that Gao died on business: Gao invited guests to dinner, not for himself, but for the legal service office, so Gao’s family claimed 380,000 yuan.

　　Director Xiong said that the Bureau of Justice only provides business guidance to the legal service office, and the service office has nothing to do with the Bureau of Justice, whether it is personnel or business, so it is impossible to talk about death in the line of duty. However, considering that Gao’s child is only 14 years old and is in the second grade, the bureau decided to give relief to Gao’s family.

　　On the evening of January 16th, with the active handling of the Judicial Bureau, Fuling Grassroots Legal Service Workers Association signed an agreement with its family to compensate for financial difficulties. It was revealed that the compensation was more than 200,000 yuan. The day before yesterday, Gao’s body was cremated.

　　Director Xiong did not disclose the amount of compensation to reporters, but he did not deny the compensation. He said that compensation is being raised and will be paid to Gao’s family on January 23.

　　(3) compensation by government departments

　　According to reports, the government of Linshi Town, the district judicial bureau and the district court, where the guests who accepted the banquet on that day, will give certain compensation for difficulties.

　　The person in charge of the legal service office of Linshi Town, surnamed Jiang, said that the Fuling Grassroots Legal Service Workers Association initiated more than 10 legal service offices in the district to donate money to Gao’s family: each office donated at most 5,000 yuan and at least 2,000 yuan. This sum will also be part of the difficult compensation.

　　There is also a sum of compensation from 13 guests who attended the banquet that day. Director Xiong of the Justice Bureau said: Thirteen guests each donated 1,000 yuan as compensation for Gao’s family. According to the reporter’s understanding, last year, a unit in the district had a treat and a guest was drunk. The court decided to compensate the family members of the deceased according to the proportion of whether the guests participated in persuading or gambling on alcohol.

　　Yesterday, a guest who had donated 1000 yuan said that Gao’s unfortunate death made him feel very uncomfortable, and he would drink less in the future. He believes that this is a tragedy caused by the "wine custom". The wine custom of "as long as the feelings are close, you should fall asleep when you drink to death" and "deep feelings and one mouthful stew" should be abandoned. (Nie Chao Teng Zhouhui)

Editor: wangxin

Reporter | Chen Qirui

Editor | Lou Qinqin

Not all beauty brands rely on head anchors.

On July 13th, the local beauty brand Polaiya said at the investor exchange meeting that in 2021, the head anchor delivery accounted for a small single digit in the total sales of product live broadcast. On Tik Tok, nearly 60% of Polaiya’s live broadcast activities are self-broadcast by the brand. At present, Polaiya mainly broadcasts live on Tmall, Tik Tok and JD.COM platforms.

During the "6.18" period in 2022, Polaiya ranked fifth in the Tmall beauty sales list; Its make-up brand Caitang ranks ninth in Tmall’s make-up sales list. In the future, Polaiya will continue to broadcast live, and this year, it will open a second official account in Tik Tok, mainly to promote popular items such as the essence of double antibodies.

According to the report of Qingyan, the information media in the beauty industry, Lin Qingxuan’s self-broadcast accounted for 60% during the "6.18" period in 2022, and the master anchor accounted for 40%. Shanghai jahwa Group, which owns brands such as herborist and Yuze, started the construction of the live broadcast center in December 2021, saying that 70% of the self-broadcast content will be completed by the internal team in 2021, and the store self-broadcast GMV will increase by more than 300% year-on-year.

According to the research report of CITIC Securities, in 2021, Li Jiaqi and Viya will account for about 10% of the live broadcast sales of Polaiya. Li Jiaqi and Viya accounted for about 25% of the live broadcast sales in shanghai jahwa, mainly in Yuze and herborist. According to the report, most A-share cosmetics listed companies are not highly dependent on the head anchor.

With the rise of anchors such as Li Jiaqi and Viya, live broadcast has become an important channel for beauty brands to promote online sales growth.

In this process, the head anchor promoted the sales growth of high-end overseas brands such as Lancome and Estee Lauder, and also made new domestic brands such as Perfect Diary and Flower Xizi come out of the circle, while local brands such as Polaiya and Yuze, which have been established for many years, also made a second spring through live broadcast.

However, the problem that some brands rely too much on the head anchor soon appears. The head anchor has a stronger voice, and the pit fee is more expensive. Beauty brands entering the live broadcast room of the head anchor sometimes lose money and earn traffic. Previously, the dispute between Li Jiaqi and L ‘Oré al also showed that the head anchor’s price requirements risked disrupting the brand price order.

Recently, after anchors such as Li Jiaqi and Viya stopped broadcasting one after another, some brands also realized that over-reliance on head anchors would increase the uncertainty of development. During "June 18th" in 2022, Li Jiaqi suddenly stopped broadcasting, which once caused a large inventory backlog of brands.

In fact, some beauty brands have already begun to reduce their investment in the head anchor, mainly by adding more stores to broadcast themselves. As early as the early outbreak of the epidemic in 2020, some beauty brands such as Lancome began to gradually increase their investment in self-broadcasting in order to reduce the losses caused by the closure of stores.

With the rise of short video platforms such as Tik Tok and Aauto Quicker, beauty brands have gradually extended their self-broadcasting channels from Taobao. In addition to beauty brands, the practice of self-broadcasting is also used by shopping malls such as Yintai, and counter clerks can broadcast live in shopping malls after training. Yintai’s self-broadcasting in shopping malls has established its own system.

Since the previously popular head anchor has gradually faded out, whether it is willing or not, it has become an inevitable trend for beauty brands to reduce their dependence on the head anchor. But not all brands can achieve sales growth through self-broadcasting.

At present, the successful self-broadcast beauty brands have usually developed in the market for a long time, and have a large number of sales points in offline channels. They have a considerable budget to build a live broadcast base, which can be broadcast by their own teams on Tmall and Tik Tok, and also gain exposure in the live broadcast of comprehensive shopping malls such as Yintai.

For those start-up brands, it is usually difficult to get traffic attention by choosing self-broadcasting, and entering the live broadcast room of the head anchor is often a key step for them to enter the mass market. In 2022, the "6.18" Tmall beauty and make-up sales list also showed that, without the support of the head anchor, the number of start-up local brands on the list had been greatly reduced, and overseas brands that had been suppressed once again dominated the list.

The excessive concentration of resources by the head anchor leads to the inequality of the right to speak between the anchor and the brand, but also because of the concentration of resources, the head anchor can bring rare traffic to small brands that lack exposure. In the current period when the field of head anchor is still green and yellow, start-up brands and small brands may face more challenges.