Xiao Yangge's slicing business failed

The "account authorization" model has both positive effects and negative effects. Recently, Xiao Yangge's slice business has gone wrong. This article will introduce it in detail. If you want to know more, you can take a look.

The "account authorization" model, while helping big anchors expand the influence of their IP, has also begun to gradually produce a backlash effect.

In response to the recent report by professional counterfeiter Wang Hai that Crazy Brother Yang sold fake Wuchang rice worth 900,000 yuan, Crazy Brother Yang immediately denied it in the live broadcast room, "I have never sold it. The entire Three Sheep Group, including influencers and anchors, have never sold this product at all."

In addition to the denial in the live broadcast room, Brother Yang also left a message under Wang Hai’s video: Another freeloader, I said I never sold it, can you be more professional?

However, Wang Hai further released new evidence, saying that the fake Wuchang rice was purchased from the window of the official authorized account "Crazy Little Yang Brother" certified by Three Sheep MCN. The account profile showed that it belonged to the MCN organization Three Sheep, and it was marked "Product after-sales customer service @Three Sheep Network to escort you throughout the process." Three Sheep customer service also confirmed that "Crazy Little Yang Brother" was their authorized store.

Regarding officially authorized accounts, Brother Xiao Yang once said in the live broadcast room that as long as "MCN Three Sheep" is displayed, it is all from the Three Sheep Union. "As long as it is certified as the Three Sheep Network and has my authorization number, you can buy anything under my authorization number. You can buy anything in the window. Everything he sells has been sold by me."

After Wang Hai released new evidence, Brother Xiao Yang deleted the comment "I told you I never sold it" under Wang Hai's video, and the rice involved in the incident was also removed from the display window of "Crazy Brother Xiao Yang".

Even if Xiao Yangge denied it, but Crazy Xiao Yangdi sold it, does that mean Xiao Yangge and the three sheep are also responsible? Wang Hai said "yes" to this question. Wang Hai explained that Article 11 of the Supreme People's Court's Provisions on Several Issues Concerning the Application of Law in the Trial of Online Consumer Dispute Cases (I) stipulates that if an operator on the platform opens an online live broadcast room to sell goods, and its staff causes damage to consumers due to false propaganda during the online live broadcast, and the consumer claims that the operator on the platform bears the liability for compensation, the people's court should support it.

Xiao Yangge's failure has once again drawn attention to the account authorization model of big anchors. The so-called "official authorized account" means that when influencers use live streaming clips of top influencers/anchors to promote products, they need to apply for authorization from the influencers/anchors to legally edit the live streaming clips of the influencers/anchors and upload them to social platforms for promotion. These authorized accounts will be certified as the official authorized accounts of the influencers/anchors.

Brother Yang once posted a video saying that although he only broadcasts live once a week, his sliced ​​accounts can have 300 to 400 million views per day. According to official data disclosed by Three Sheep, more than 11,000 people obtained slice authorization from the Three Sheep Network in 2022, with an average income of 17,000 yuan per person. Even if calculated at the minimum commission sharing ratio of 5:5, Brother Yang's annual share income from live streaming slices has exceeded 100 million yuan.

However, with the failure of Xiao Yangge’s authorized account to promote products, the drawbacks and risks of big anchors’ live slicing business have also been exposed.

Regarding the products listed in the live broadcast room, Three Sheep Network has clear regulations when authorizing accounts. Liu An (pseudonym), who once became an official authorized account expert of Three Sheep, said that the live broadcast room cannot list products at will. It can only sell products that they (Three Sheep) let you promote and that have been live broadcast by authorized experts. There will be a special link to list them in the window through the Zhongxiaoer APP. If other product links are listed, their auditors will find it or it is reported by others, there will be penalties, such as deducting credit points or directly terminating cooperation.

This was confirmed by Chen Chu (pseudonym), who is also an authorized account expert of Three Sheep Network. After successful authorization, the live broadcast room needs to delete all irrelevant works and product links in the Douyin account within 24 hours. If they are not deleted within the deadline, the system will automatically release the authorization binding.

As big anchors face the danger of backlash, those experts who want to make money by live-streaming are also facing the reality of seeing their wealth myths shattered.

01

After seeing the slogans on the Internet such as "You can earn over 10,000 yuan a month by making videos of Xiao Yangge slicing" and "Xiao Yangge can earn 1 million yuan with one video", Chen Chu became a member of the official authorized account of Three Sheep. Like Chen Chu, Liu An, who works in Hefei, also joined the Three Sheep family with the idea of ​​making money.

Liu An, who applied to become an official authorized account of Three Sheep in August last year, gave up after persisting for a month. Liu An said that as long as the initial review is passed, the account homepage will show the "MCN Three Sheep" certification. In order to avoid violating the rules of posting edited videos, the product link can only be found in the Zhongxiaoer APP after the video playback volume reaches the standard.

However, the videos that Liu An spent hours editing sometimes received less than 100 views, and sometimes they were taken down due to complaints and had their credit points deducted. The large number of competitors led to serious content homogeneity, which forced Liu An to spend almost every day in the process of making complaints.

In the authorization group that Liu An joined, many of her peers also shared their dismal data experiences. After a month, Liu An decided not to do it anymore and took the initiative to apply for unbinding. One of the consequences of doing so was that she could no longer apply for slice authorization for Three Sheep. Liu An found that in two months, half of the people in her authorization group who had successfully authorized had left the group, and those who stayed were already very lucky to make a few thousand a month.

Chen Li (pseudonym), who operates three live streaming slice accounts, all do slices of the three sheep live streaming, but in the three months since he started the account, Chen Li has not made much money. Recently, Chen Li wants to transfer his slice account.

Chen Li got into the game after hearing some big anchors say that making money by doing Yangge's live streaming slices is as easy as picking up money. But after really doing it, Chen Li found that making money depends on some luck. For example, on Double Eleven last year, a video he made became a small hit, with a video selling 100,000 yuan of goods, and the final commission was about 5,000 yuan. Without the support of a hit, in December last year, Chen Li's account with more than 2,000 fans only sold nearly 10,000 yuan of goods in a month. With a return rate of more than 20%, Chen Li finally received a commission of more than 1,200 yuan.

In Chen Li's opinion, it is easy to make one or two thousand yuan a month in the live streaming business. It takes hard work to make four or five thousand yuan, but if you want to make more, you need to improve your skills, such as good storytelling skills. He found that if you simply bring goods, the sales will not be very good, but if you insert some stories, such as the story behind Xiao Yangge and Xiao Yangge's five apprentices, the sales effect will be much better, which tests the creativity of the editor.

Many practitioners agree that it is difficult to slice Xiao Yang's live broadcasts. "Xiao Yang has no shortage of traffic, but there are too many competitors." Moreover, Xiao Yang, as the source of material, has limited live broadcasts, only once a week, but there are 10,000 people competing for the material. Avoiding content homogeneity is also a problem.

This makes slicing the live broadcast for Brother Yang a job that tests timeliness. "Whether a video can go viral depends on timeliness, structural integrity and fluency, and storytelling. None of these can be missing. If these factors are met, it will most likely go viral. But if timeliness is gone, it will most likely not go viral. If it's the first release, there may be only a few people on the entire network, but once many people have updated it, they will no longer push it to you," said Chen Li.

In addition to the difficulty that Xiao Yangge has in making money, Xiao Min (pseudonym), who applied to become the account authorization of Zhuo Shilin under Three Sheep Network on Douyin, said that she now has 1,900 fans, but after three months, the traffic is average and she has only earned a few hundred yuan. Many people who entered the game like her have chosen to quit.

Tang Shuyuan, chief researcher at Lingwu Times Digital Research Institute, said that the threshold for obtaining slice live broadcast authorization is usually not high, but the difficulty lies in the fact that slice live broadcast is not a barrier-free business that makes money easily. A successful live broadcaster needs to have strong content and sales power, while the KOC (key opinion consumer, KOL with a small number of fans) needs to have good editing skills and understanding of the host's IP. In addition, there is fierce competition among slice accounts, and it is necessary to avoid various platform policy risks, such as video plagiarism and low content quality.

Often, those who enter the game hear the propaganda of some big anchors, or are tempted by institutions that sell related courses. On WeChat official accounts, Xiaohongshu, Taobao and other platforms, you can see courses such as "Live Slicing Account Tutorial" and "Teaching You Live Slicing Without Basics". They will describe the work of live slicing as very simple and earn training fees from it.

Hefan Finance spent 28 yuan to get a tutorial on an e-commerce platform, which mentioned that if the authorized influencer has fans and playback requirements, he can find someone to increase the number of views. For newcomers, they can also increase the number of views by posting a video dozens of times and using virtual live broadcasts to quickly get orders.

02

It is people like Chen Chu and Liu An who dream of making money who support Xiao Yangge's live streaming slicing business, which earns over 100 million yuan a year. According to the self-media "Lao Hu's Land", Xiao Yangge can earn more than 16 million yuan in commission income from authorized slicing every month. Based on this calculation, the slicing sales revenue of Three Sheep Network in 2022 is about 190 million yuan. Xiao Yangge also said that it is expected that the number of authorized accounts and per capita income will double in 2023.

If you search for "Crazy Little Yang Brother" on Douyin, countless "Crazy xxx" accounts will appear, such as "Crazy Little Yang Sheep", "Crazy Little Yang Brother", "Crazy Big and Small Yang", "Crazy Little Yang Brother", etc. These accounts do not have the official Douyin certified blue V or orange V. At first glance, they look like copycat versions of Crazy Little Yang Brother. Some of them have less than a thousand fans, some have only a few thousand fans, and some have tens of thousands of fans.

However, they are not copycat accounts of Crazy Xiao Yangge, but officially authorized accounts "recruited" by Three Sheep Network. The homepages of the accounts have the "MCN Three Sheep" logo, as well as the prompt of the official authorized account of Three Sheep Network and the introduction of after-sales service @三只羊网络.

These have all passed the official application of Three Sheep Network and become the official authorized accounts of Three Sheep Network's live streaming slices. Not only can they edit the live streaming clips of Three Sheep Network anchors, they can also post product links from the corresponding anchors' live streaming rooms to bring goods, and share commissions with Three Sheep according to a certain ratio.

According to the official authorization terms of Three Sheep, after obtaining authorization, the Slice account and Brother Yang will share the sales performance in a ratio of 3:7, but can be divided into tiered sales performance, up to a 5:5 ratio. By authorizing the account of live streaming Slice, Brother Yang will radiate his IP influence and the business of bringing goods to a wider range and a wider audience.

It is not difficult to obtain authorization from Xiao Yangge's account. Chen Chu said that the most basic condition is to open a Douyin showcase, and then watch less than half an hour of courses in the Zhongxiaoer APP, and pass the exam to apply for anchor authorization, but the prerequisite is that the anchor has opened the authorization. After that, you have to wait for the authorization of MCN, and you need to sign a contract in the middle. There are also many people who apply for the authorization of Three Sheep, saying that as long as you open the showcase, you can apply with 0 fans.

In addition to Xiao Yangge, more and more big anchors are planning account authorization business. Big anchors such as Duoyu and Maomaojie, Guangdong Couple, Huang Shengyi, and MCN agencies such as Chanxuan, Jiaogepengyou, Wuyou Media, and Yaowang Network have all been involved in slice live broadcasting.

Tang Shuyuan said that the layout of sliced ​​live broadcast by big anchors is a practice to adapt to the current market trend. In this way, anchors can reuse the live broadcast content and expand their IP influence and audience base.

Some influencers who have joined the live streaming slicing business have earned tens of thousands of yuan by posting videos in batches and taking advantage of hot events, and have even made millions of yuan in profits with the help of popular videos. "But this is not a common phenomenon and there is great uncertainty," said Tang Shuyuan.

03

For anchors and MCNs, although the slice authorization saves them from the need to bring goods, it also leaves room for some fake accounts to make false claims. Big anchors need to guide the audience to distinguish between the real and fake, which increases maintenance costs in disguise. In addition, the regular forces that have been incorporated are also increasing the operation and management costs of big anchors. If big anchors are not careful, they may suffer a backlash from the live streaming slice business, which will have a negative impact on their own reputation and business image.

Just like the failure of Crazy Brother Xiao Yang’s authorized account, the account authorization business for live streaming slices has built up a huge sales matrix for Brother Xiao Yang, but once a consumer dispute arises, the risk is directly linked to the big anchor.

Liu Tao, a partner lawyer at Beijing Huixiang Law Firm, analyzed that if consumers buy goods with quality problems from authorized distributors, the first person responsible is the seller. Whether the anchor bears responsibility in the slicing video depends on two situations. If the distributor does not obtain the slicing authorization, the anchor does not need to bear responsibility; if authorized, the anchor should bear responsibility within the scope of his commitment. The scope of commitment refers to the commitment made to the price, product quality, and manufacturer of the goods and services during the live broadcast.

Previously, Dongfang Zhenxuan had also tried the commercial behavior of live streaming slice authorization, but chose to stop after encountering resistance. At that time, "2,000 Dong Yuhui" suddenly appeared on Douyin, and this phenomenon was collectively boycotted by the mothers-in-law of Dong Yuhui's fans, "banning slice authorization and protecting Mr. Dong's personal IP."

At that time, Dong Yuhui responded by saying, "I have not received any notification from the company about my personal authorized account, so it is fake, don't be fooled." Yu Minhong also apologized and said that after communicating with the company's management, "it is true", admitting that there were serious problems in the process of promoting this matter.

Amid fierce market competition, not only big anchors are trying out live streaming slicing, but platforms are also fueling the trend. Recently, Douyin launched the "live streaming playback" function, which supports automatic editing and publishing of live streaming slicing; Video Account has also launched functions related to live streaming slicing authorization, but the number of authorized lists will be limited. Last year, Kuaishou launched the "short video store" function, which promoted store conversion by releasing live streaming slicing videos to promote the return of popular products.

Author: Xue Yaping; WeChat public account: Zimubang (ID: wujicaijing)