After earning 600,000 yuan in two courses, "Crazy Xiao Yang Ge" has made new moves

In the wave of live streaming e-commerce, "Crazy Xiao Yangge" has become a leader in the industry with his unique style and strategy. In this article, we will take a deep look at Xiao Yangge's new business landscape, as well as the opportunities and challenges of live streaming training courses in the current market environment.

"Crazy Little Brother Yang" has made new moves.

According to an investigation by Beijing Business Daily, the training project "Three People's Live Broadcasting Classroom" under Three Sheep will soon offer offline courses. Last month, the chairman of Three Sheep Group announced that it would launch the "Three People's Live Broadcasting Classroom Project" and said that it would train 10,000 anchors in the future.

It is reported that this time, two types of offline training programs are mainly launched. One is the "advanced class", which is provided to anchors, factory and enterprise personnel with certain work experience. It lasts for two days and two nights and costs 9,980 yuan per person. The other is the "novice course" for newcomers in the industry, which lasts for three days and two nights and costs 3,980 yuan per person. In the industry, this price is relatively high. In the official account of Three Sheep Training "Three Sheep Classroom", some employees shared the content of the training course, which is mainly divided into two parts, one is operational logic and the other is speech logic.

The "Advanced Class" is expected to have 50 places, while the "Novice Class" is expected to have 30 places. According to rough calculations, if the two courses are fully booked, they are expected to bring in around 600,000 yuan in revenue for the Three Sheep Group.

In the live streaming e-commerce industry, it is no longer new for top anchors to engage in training business.

In 2021, Qianxun, the MCN agency behind Wei Ya, launched Qianxun Academy. Although Wei Ya herself withdrew from the live broadcast room, in April 2023, she still appeared in public as the chief mentor to share relevant experiences in empowering time-honored brands through live e-commerce. The MCN agency behind Luo Yonghao, Jiao Ge Pengyou, also started training business in early 2021. Three days after the business was launched, Luo Yonghao himself sold related courses such as the anchor new star camp, anchor advanced camp, and merchant practical camp in the live broadcast room. It is understood that the price of the live broadcast room of the new star camp is 2,980 yuan per person, and a total of 384 pieces were sold on the same day.

Compared with the fastest growth period from 2019 to 2022, live streaming e-commerce has cooled down significantly in the past two years. The launch of training programs at this time also confirms Xiao Yangge's ambition to transform from a "host" to an "entrepreneur".

1. Is live training course still a good business?

When top anchors sell courses, there are both opportunities and risks.

"I feel like I've been ripped off," "I spent more than 40,000 yuan but only sold less than 20 orders," "I lost traffic after leaving the training class, and I always feel the data is fake"... Xiaohongshu, Douyin and other content platforms are full of complaints about live e-commerce training courses. Searching for the keyword "live training" on the Black Cat platform yields more than 11,000 complaints. Among them, "false propaganda" is the most frequently appearing word.

Top anchors have their own traffic halo, and students often sign up for their courses because of their personal IP. However, students' high expectations can easily lead to psychological disappointment if they don't get actual results.

On August 2, AI Blue Media reported a story about "I was ripped off by Jiaogepengyou". According to the interviewee Li Ke, he has purchased 80,000 yuan worth of services on Jiaogepengyou E-commerce Academy, plus labor costs, live broadcast room decoration costs, and traffic investment costs, a total of 150,000 yuan. According to Jiaogepengyou's publicity, after the accompanying team takes over, the GMV of the original store can be increased by 3-5 times. But after a month, excluding the amount of fake orders and returned orders, the actual GMV is less than 4,000 yuan.

Li Ke said that whenever he wanted to ask questions to his running coach and get more practical content experience, the same answer he got was often, "further payment is required."

The profession of "running companion" first appeared in sports. Baidu Encyclopedia gives a professional explanation: running companions usually have certain running skills and professional knowledge, can accompany running enthusiasts in running exercises, and provide technical guidance, psychological motivation and safety guarantees during the running process.

Today, this role title has also been applied to live e-commerce training courses. Jim, the founder of Leibao, said that the course content often fails to meet the needs of most customers, and students are more concerned about the actual transaction results.

The "experience content" that only serves as a companion is unlikely to satisfy all the students' needs for the course. So, in what direction can the training of Three Sheep develop? "Judy Ya", a former corporate training expert at Alibaba, once expressed relevant insights.

In her opinion, there are two main ways to monetize: selling tickets and selling community resources. The former is mainly about participating in courses and getting a ticket to the content, while the latter focuses on the recognition of the community members and the closeness of the relationship between them, "sometimes it also includes emotional value."

Although everyone wants to copy Brother Yang, everyone knows that no one can recreate Brother Yang through courses. The reason why the anchors are willing to pay is most likely to obtain brand resources through big anchors. For the brands participating in the training, on the one hand, they can adjust the content of their own anchors' words, and on the other hand, this may be the easiest ticket to link to the "three sheep".

2. Xiao Yangge’s new business territory

Whether the Three Sheep course selling business can continue is still a big question mark. As the company's founder and key IP, changes in the business often also reflect the role transformation of Xiao Yangge himself.

First, after the "Caotou meat" incident during the 315 period this year, Xiao Yangge has significantly reduced the frequency of bringing goods. He also admitted in the live broadcast room that he would gradually turn to a behind-the-scenes role. He also asked his apprentices in the live broadcast room: If I announce my retirement from the Internet, will you support me? In addition, Xiao Yangge's "Red Light Yellow" was also boycotted by netizens for his exaggerated and vulgar behavior of bringing goods, and his live broadcast room was banned many times.

As a live streaming e-commerce company, the weakening of the core resource of "people" will inevitably have a great impact on the company's overall development and revenue. In Xiao Yangge's layout, the investment in the two areas of "goods" and "venue" has increased significantly.

Last month, Lu Wenqing revealed the company's overseas expansion plan, announcing that it would open branches in the United States. According to him, Three Sheep has already opened new companies in Thailand, Malaysia, Singapore, Taiwan and other places.

In January this year, the three sheep teamed up with Singapore local talent "shop with sasax" to complete the first live streaming on TikTok, which ranked first on the TikTok Singapore local list. In addition, in April this year, the three sheep also officially launched the short drama project, shooting "Master Fu, your substitute bride is a big boss", "Why hasn't he confessed to me yet", "How much love can be repeated", and "The Dome of the End of the World".

In terms of products, in addition to its own IP brand "Xiao Yang's Selection", Three Sheep has also ventured into multiple industry fields such as clothing and cosmetic contact lenses.

MCN companies need diversified businesses to combat risks. Jiao Ge Pengyou has focused on overseas projects, Dongfang Zhenxuan has laid out its brands, and Yaowang Technology has opened an offline complex... Leading companies are looking for new growth points besides live streaming.

"Xiao Yang Brothers" are working hard, but it cannot be denied that they are the lucky ones who hit the peak of the live e-commerce industry. For the three sheep, the key is how to utilize the top IP of "Crazy Xiao Yang Brother" and maximize the use of accumulated resources to achieve sustainable development.