8 matrix live broadcast rooms with monthly sales of 10 million, Xiao Yangge creates a crazy family

How to seize the tail of the dividends of the live broadcast e-commerce industry? This article first gives examples, then explains the two barriers for entertainment anchors to transform into e-commerce, and finally gives suggestions on how Internet celebrities can achieve the second growth curve. Let's take a look!

“Crazy Brother Yang,” the first live-streaming influencer on Douyin to have over 100 million followers, is currently building a talent matrix.

At the beginning of this year, the official WeChat account of Three Sheep Network (MCN founded by Crazy Xiao Yangge) announced that the number of anchors signed by Three Sheep Network is currently over 300, and the mid- to long-term plan is to introduce top Internet celebrities with over 1 million fans. Du Gang, CEO of Three Sheep Network, said that one of the work goals of Three Sheep Network this year is to "empower 30 content experts to easily broadcast live."

According to Tech Planet, @疯狂小杨哥 will start live streaming on Taobao, and "小杨哥" may appear in the live streaming room as an assistant or guest. This news has been denied by 小杨哥. On Tmall, Crazy小杨哥 has already opened a flagship store "小杨珍選 Flagship Store" and started live streaming.

Super anchors represented by "Xiao Yangge" all want to become "platforms" to incubate and create more "themselves". In order to find the second growth curve, they must maximize the use of existing popularity, traffic and resources to seize the tail of the dividends of the live e-commerce industry.

1. Monthly GMV exceeds 400 million, Xiao Yangge copies Xiao Yangge

Tracing the history of @疯狂小杨哥's fame, Kas roughly found a route: he began to emerge on Douyin in 2018, and the content he posted in the early stage all revolved around the interaction between couples. Starting in September 2019, the video content changed from couple jokes to family jokes. Relying on the funny and warm daily life of a family laughing, fighting and scolding, the account quickly saw a surge in fans.

During his time as a short video expert, the secret to Brother Yang's long-term popularity can be simply summarized as: drawing materials from real-life scenes, constantly enriching the content and character settings, insisting on being hilarious to death, and having a creative style that twists, turns, and turns again.

In December 2021, Brother Yang started live streaming to sell goods.

In addition to choosing more snacks, beverages, and daily necessities, which are low-priced and more popular consumer goods, the biggest feature of @疯狂小杨哥's live broadcast room is "reverse sales". In the live broadcast room, he always teases the brand. Broken garbage bags, rotten apples and other overturned scenes are often kicked out of the live broadcast room by Xiao Yangge himself; in order to verify the suction power of the vacuum cleaner, Xiao Yangge will "put on his mouth" and compete with the vacuum cleaner. He prepared a tank of water and aimed the vacuum cleaner at the water surface for testing. When Xiao Yangge sucked the water to a new height with his mouth, he jokingly announced that he "didn't sell it anymore."

Live broadcasts are interesting and interactive, and meet users' entertainment needs, which has boosted Xiao Yangge's popularity and sales. According to statistics, in 2022, Xiao Yangge's live broadcast room often ranked in the top 10 of the monthly GMV rankings of the Douyin platform.

Thanks to live streaming, Xiao Yangge's account ushered in a "second spring" of increasing followers. On November 3, 2022, Xiao Yangge's Douyin fan base officially exceeded 100 million, making him the first influencer on the platform to have over 100 million fans.

@疯狂小杨哥TikTok video screenshot

After firmly establishing himself as the top anchor on Douyin, Xiao Yangge's business scope has gradually expanded beyond the live broadcast room. For example, he began to incubate and create more "Xiao Yangges" and cultivate fresh blood for the company to the greatest extent possible through his own IP halo.

Since 2022, Brother Yang has been incubating anchors of his own company.

Among them, @七老板 made his debut as an employee in live broadcast rooms such as "疯狂小杨哥" and "三子羊网络". As of the date of publication, @七老板's Douyin followers are 1.252 million, and the estimated GMV in the past 30 days has reached 25 million to 50 million yuan.

@于天奇 initially debuted as a member of the three-person anchor group "Three Wolves". He has accumulated a group of fans by frequently appearing in Xiao Yangge's live broadcast room. Currently, he has 1.75 million fans on Douyin. Data shows that in the past 30 days, @于天奇 has broadcast 68 shows in total, with an estimated GMV of 5 million to 7.5 million yuan.

According to media reports, Crazy Little Brother Yang once said during a live broadcast that Yu Tianqi had achieved a triple jump from "employee-anchor-middle and senior management" at Three Sheep Network. He was responsible for a specific product category and led more than 20 employees.

Judging from a series of actions this year, Brother Yang seems to be accelerating the creation of a "family matrix" by signing external anchors.

Among them, on May 11, with the help of Brother Xiao Yang, the live streaming debut of entertainment anchor @乔妹eve achieved a GMV of 1 million to 2.5 million yuan, with a total number of viewers reaching 5.21 million, far higher than her daily entertainment live streaming data.

On the same day, fitness expert @嘴哥 made his debut as a livestreamer on 3 Sheep. With the help of Xiao Yangge, his estimated GMV reached 2.5-5 million yuan, far exceeding his previous performance of hundreds of thousands of yuan per show. Currently, his number of fans has grown to 5.035 million, and his estimated sales in the past 30 days are 25-50 million yuan.

@Red light yellow, @Mr. Mouth, @Sister Qiao’s TikTok video screenshots

From these data, we can see that the currently popular Xiao Yangge can provide a shield for his family and company, and it also makes it clear that under the absolute top-tier recommendation, the overflow capacity of single-day traffic is so strong that it can even replace the efforts of mid-level anchors for several months . This may be one of the important reasons why the Three Sheep Network attracts entertainment experts to join.

In addition to the live broadcast rooms for experts, Three Sheep Network has also created multiple live broadcast rooms with company attributes.

In September 2021, Xiao Yangge's team began operating the official account @三只羊网络. Currently, the number of Douyin fans has reached 10.744 million, and the estimated GMV in the past 30 days has reached 50 million to 75 million yuan, which is a top live broadcast room.

Starting from 2022, Three Sheep Network has established several vertical live broadcast rooms, covering multiple tracks such as beauty and skin care, home life, women's clothing, wine and beverages, fresh fruits and vegetables, and food.

Three Sheep Network Matrix Live Room

According to incomplete statistics from Kas, Xiao Yangge has incubated a matrix of live broadcast rooms with a GMV of over 10 million on Douyin for at least 8 months, namely @三只羊网络, @三只羊网络对酒当歌, @三只羊网络美丽生活, @三只羊网络水果生生, @紅紅灯的黄, @嘴哥, @七老板, and @乔妹.

In the past 30 days up to the date of publication, the estimated GMV of @疯狂小杨哥's live broadcast room reached 250 million to 500 million yuan, and the cumulative GMV of his matrix live broadcast room on Douyin was between 214 million and 389 million yuan. In total, the cumulative GMV of Xiao Yangge himself and his matrix live broadcast room in the past 30 days is estimated to reach 464 million to 889 million yuan.

2. Two barriers for entertainment anchors to transform into e-commerce

When it comes to entertainment experts doing e-commerce, some are happy while others are worried.

In addition to the well-known Brother Xiao Yang, another example of success is the current top anchor @Brother Yi.

At the beginning, Brother Yi's attributes tended to be show entertainment. According to statistics from today's Internet celebrities, Brother Yi's live broadcast reward income in June 2020 reached 51.799 million sound waves, ranking 19th on the Douyin platform, and he can be called a top entertainment anchor.

In the same year, Yige transformed into a live-streaming e-commerce company. On July 13, 2020, Yige's GMV exceeded 20 million in a live-streaming event for Mengjie Home Textiles. This year, Yige's sales momentum still looks good. In the past 30 days, the estimated sales in the live-streaming room are 75 million to 100 million yuan.

It is undeniable that even with the leading anchors, there are still only a handful of successful transformation examples. Kas believes that there are two major difficulties that entertainment anchors need to solve in their transformation to e-commerce live streaming:

First, the success rate is extremely low. The essence of live streaming e-commerce is e-commerce. Transforming from an entertainment and comedy expert to live streaming sales not only changes the content format and work model, but also essentially changes the industry, from a pure content expert to an e-commerce industry practitioner.

Kas has repeatedly studied and analyzed the cases of comedians who have transformed into live streaming and selling goods. Among them, @陈翔六点半, a comedian with nearly 70 million fans and facing the pain of transformation, quietly withdrew from the live streaming competition after the live streaming was unpopular. (With 68 million fans and 2 million goods sold, can @陈翔六点半 "copy" Xiao Yangge?)

@张若宇, who has more than 18 million Douyin fans, has broadcast 17 live shows in the past 30 days, with an average of 558,000 views per show and an average sales of only 50,000 to 70,000 yuan per show. The frequency of selling goods has also decreased. The most recent live broadcast was on May 16, which lasted about an hour and a half and had sales of about 10,000 to 25,000 yuan. The data performance is even worse than that of small Internet celebrities.

@张若宇 live broadcast room screenshot

The second is the issue of quality control.

According to statistics from "New Broadcasting Field", from November 2022 to March 2023, the products promoted by Xiao Yangge have been subject to anti-counterfeiting by Wang Hai and his team, and at least 10 products were mentioned. For example, Wang Hai mentioned that the Jinzheng wall-breaking machine and meat grinder sold in his live broadcast room were both falsely labeled with power and were "fake 3C" products. These topics have been on the hot search on social media platforms many times, triggering discussions and speculations from the industry and external audiences.

Even a top anchor like Xiao Yangge is not immune to these two difficulties. How many anchors can Xiao Yangge's influence and traffic radiation ability "support"? How many backbone forces can he cultivate for long-term sales? All these remain to be seen.

3. Super anchors look for a second growth curve

In addition to incubating new anchors, in the past year, Brother Xiao Yang has also been expanding his influence through authorized slice video distribution, purchasing buildings, launching "Xiao Yang Selection" as self-operated products, building WeChat applets, and releasing the "Zhong Xiaoer" APP, in order to build a stronger foundation for himself.

Yang's flagship store

When we turn our attention to the top live streaming rooms, we will find that it is not just Xiao Yangge, they are all looking for the second growth curve. In terms of specific practices, according to the company's genes, the specific paths and development directions are different, but the general ideas are similar. Kass summarizes it as follows:

First, break out of the original single platform, develop on multiple platforms, and expand into multiple areas.

"Tik Tok is permanent, but celebrities come and go." Since 2020, the shortening of the life cycle of celebrities has become an indisputable fact. Even if they have gotten on the traffic express train and are favored by algorithms, more than half of the celebrities will still only be popular for no more than three months.

The survival status of top influencers also extends to e-commerce anchors and institutions that are also content creators. In the three years of rapid development of hobby e-commerce, the pattern of top anchors has never shown any signs of being finalized. Of course, this is also what Douyin, as a platform, is happy to see.

On the one hand, it will attract more individuals/institutions who are impressed by the "wealth-making myth" to come to Douyin, hoping to become the top 5% in the gold rush; on the other hand, it will also make more practitioners in it feel "uneasy". This lack of security will urge them to constantly iterate, and upgrading content, supply chain, and service capabilities will become routine operations, but it will also inevitably push institutions to "leave Douyin". After all, they do not want to tie themselves to the chariot of a single platform.

According to rough statistics from Kas, in the past two years, the actual payment GMV of Jiao Ge Pengyou was about 10 billion yuan, accounting for less than 1% of the GMV of Douyin e-commerce in 2020 and 2021. Especially in the second half of 2022, as Luo Yonghao faded out of the Jiao Ge Pengyou live broadcast room, the single-day GMV ranking of Jiao Ge Pengyou once fell out of the platform's TOP10.

In a media interview last year, Huang He, the founder of Jiao Ge Pengyou, said, "A qualified brand should be present in every channel" and "it is a natural thing to fully understand the Douyin channel and then enter other channels."

Another leading live broadcast room on the Douyin platform, "Oriental Selection", has seen a downward trend in monthly sales since July 2022, with the highlight of a single-game sales reaching 70 million on June 18 of that year. Before Oriental Selection went live on Douyin, it had been live broadcasting on the video account, but currently its video account content update frequency and live broadcast frequency are relatively low.

Yu Minhong also wrote in his WeChat article, " The lively business model based on external platforms is very fragile. We still have a long way to go to lay a solid foundation for long-term development. "

As a result, we saw that the first generation of Douyin e-commerce "Big Brother" Jiao Ge Pengyou, Dongfang Zhenxuan, which is good at content, and Yaowang Technology, which is good at delivery, all entered Taobao on the eve of Double Eleven in 2022.

In addition, Jiaogepengyou also launched the "Jiaogepengyou Overseas Business Department" and the "Jiaogepengyou Overseas E-commerce Academy", positioning themselves as an overseas service provider and TikTok e-commerce trainer respectively; in May of this year, Jiaogepengyou settled in JD.com again, and once again invited Luo Yonghao to take the lead, and launched its first JD.com live streaming show on May 31.

Xiao Yangge also plans to deploy Tiktok in the near future. On April 12, Xiao Yangge's live broadcast base officially opened in Hangzhou. He responded positively to the opening of a Hangzhou branch in the live broadcast. He said that his company will be renamed "Three Sheep Holding Group" in July and will enter TikTok to develop live e-commerce business.

Recently, Xinxuan, the leading live broadcast agency of Kuaishou, announced the launch of the "Xinxuan International Expansion Plan", with Thailand as the first stop.

Second, super live broadcast rooms are not satisfied with just playing the role of personal IP anchors, but are comprehensive business groups, that is, "capitalization" and "platformization."

Make Friends has long been incubating new consumer brands, such as Reload, What Horse, and Joshua Tree, covering everything from clothing, home furnishings to accessories.

In addition to incubating brands and vertical live broadcast rooms, Jiao Ge Pengyou has been actively preparing for the listing process .

On May 10 this year, Hangzhou Century Sage Scientific’s official Weibo account announced that it had completed the full acquisition of Jiaogepengyou, and that Century Sage Scientific owned Jiaogepengyou’s core IP and all related accounts. Jiaogepengyou company forwarded this information to reconfirm.

The cooperation between the two parties started last year.

In August 2022, Century Sage Scientific announced that the company had signed a five-year exclusive operating cooperation agreement with Jiao Ge Pengyou and its wholly-owned subsidiaries.

In November 2022, Century Sage Scientific began to fully operate and manage all Douyin accounts under Jiaogepengyou and included them in the performance of the listed company. After joining hands with Jiaogepengyou, Century Sage Scientific's revenue increased significantly in 2022, especially the revenue from new media services business increased significantly from 22 million yuan in 2021 to 303 million yuan. Century Sage Scientific said that this was mainly because the company reached important cooperation with the two major platforms of Douyin and Taobao in 2022, which led to a significant increase in the revenue of live e-commerce activities.

After the live broadcast room became popular, Dongfang Zhenxuan quickly developed its own e-commerce APP, relying on operational means to gather and retain traffic.

Douyin @Dongfangzhenxuan Live Room

On August 31, 2022, Oriental Selection announced that it had reached a close partnership with SF Express and JD Logistics, and planned to establish 20 self-operated product warehouses in five cities, including Beijing, Guangzhou, Hangzhou, Zhengzhou and Chengdu, to provide nationwide logistics service guarantees for its self-operated products.

After building your own platform, the core path to "platformization" is to accumulate private domain traffic through WeChat groups and mini-programs, and to collect fan data and product data.

On the homepage of the Oriental Selection APP, we can see an entrance to join the "Selection Fan Group". Users can enter the fan WeChat group by scanning the QR code.

Xinxuan also launched the Xinxi mini program, where users can accumulate points based on order data. Points can be used for shopping, lotteries, etc., and users can apply for new product trials on the Xinxi mini program.

In summary, if we look closely at the paths for super anchors to amplify their IP value, they are extremely similar, namely, IP branding, industrial chainization, and even value platformization. This not only allows the IP to break free from the shackles of traffic distribution on a single platform, but also allows it to gain the initiative for independent development and extend the life cycle and value of the IP.

Insecurity and the desire to climb up the ladder are the internal driving forces for top anchors to continuously extend their business tentacles. Given the instability of online traffic, they also need to work extremely hard to fight against the great changes and competition in the outside world. From this perspective, the essence of live e-commerce is cruel but fair.

Author: Lou Xingchui

Source: WeChat public account: "CaasData (ID:caasdata6)"