Crazy Xiao Yangge bets on independent apps, live streaming slice business comes to the fore

As one of the earliest anchors to start IP live streaming slicing authorization on the Douyin platform, Crazy Xiao Yangge's live streaming slicing business seems to be booming. Now, Crazy Xiao Yangge has taken a step forward and started a middleman business. Can he successfully promote the development of the "Zhong Xiaoer" App? And what will the prospects be when the IP live streaming slicing authorization business comes to the fore? Let's take a look.

Crazy little brother Yang has made new moves again.

Not long ago, Crazy Xiao Yangge's "Three Sheep Network" held a press conference in Hefei, announcing that the "Zhong Xiaoer" App was officially launched on major app stores. According to the official introduction, "Zhong Xiaoer" is an online employment platform focusing on the flexible employment market, with the aim of alleviating social employment pressure and providing job opportunities for everyone.

Specifically, "Zhong Xiaoer" focuses on the distribution of short video content by experts. Qualified users can obtain the host's authorization by studying and taking exams. After completing a series of processes, users can reprocess and edit the host's live broadcast clips and publish them on their own accounts, while also posting product links to earn revenue.

As one of the earliest anchors on the Douyin platform to open IP live streaming slice authorization, Crazy Xiao Yangge's live streaming slice business seems to be booming. Now, Crazy Xiao Yangge has taken a step forward and started the business of middlemen. Can he successfully promote the development of the "Zhong Xiaoer" App?

1. Brother Yang’s live streaming slicing business

Tricky, funny, nonsensical, these are the labels that the outside world has attached to Xiao Yangge. If you "archaeologically" look at Xiao Yangge's videos, you will find that he has always been "sand sculpture route" as the content direction, and has an innate funny trait. It is precisely the funny content with personal characteristics that makes the speed of Xiao Yangge's fan increase "crazy". Last year, Xiao Yangge became the first amateur anchor on the entire network to have more than 100 million fans.

When Brother Yang was live streaming and selling goods, the funny style of the short video was seamlessly continued to the live streaming room. There was a scene like this in the live streaming room: Brother Yang blurted out when selling Shaqi Ma, "Is this a stallion or a mare? It's a Shamatte or a QR code. Will eating this give you Prince Charming?" After arguing back and forth with Brother Yang, Brother Yang turned around and fled in anger. He went to the back of the live streaming room to practice with sandbags. The audience in front of the screen watched the two brothers' actions with great joy.

It is precisely because Xiao Yangge’s live broadcasts are full of jokes that attract the audience’s interest, so a large number of accounts that repost Xiao Yangge’s video content have appeared on the platform. These accounts use Xiao Yangge’s traffic to earn revenue, but they have no connection with Xiao Yangge in terms of product selection or after-sales service, which has affected Xiao Yangge’s public image. Xiao Yangge said that the team has been cracking down on these accounts, but this type of account has the tendency of "wildfire cannot be extinguished, and spring breeze blows and it grows again", so Xiao Yangge changed his mind and started the IP live broadcast slice authorization business.

If you search for "疯狂小杨哥" on the Douyin platform, you can find hundreds of accounts that specialize in live streaming, and almost all of these accounts have been certified by the "Three Sheep" MCN organization. Some accounts have hundreds of thousands or even millions of followers. For example, @疯狂两羊 has 5.13 million followers and 283 items in the window, while @疯狂小杨弟 (三只羊) has 2.29 million followers and 371 items in the window, both of which are top authorized accounts.

Image source: Tik Tok screenshot

The official website of Three Sheep shows that after the creator obtains the video authorization of Brother Xiao Yang, the revenue will be divided according to the ratio of 3:7. If the sales performance is high, the revenue can be divided into 5:5. The person in charge of Three Sheep Network once mentioned in an interview that "more than 2,000 people edit and distribute Brother Xiao Yang's live clips. If the monthly sales of an account reaches 100,000 yuan, they can get 50% of the revenue." It is reported that Brother Xiao Yang can earn about 16 million yuan per month from live streaming clips alone, but as more and more players participate in the battle, the profit space of each player is bound to be compressed. Therefore, Brother Xiao Yang has stopped authorizing live streaming clips for thousands of accounts.

Recently, Xiao Yangge revealed at a meeting that in 2022, more than 11,000 people obtained slicing authorization from Three Sheep Network, with an average income of 17,000 yuan per person, and 316 brands achieved sales of over one million yuan through slicing. It is expected that in 2023, both the number of authorized accounts and average income per person will double. This shows the broad prospects of the IP live streaming slicing business.

2. IP live streaming slice licensing business comes to the fore

In fact, as early as the era of live show broadcasts, a lot of live video content in the form of slices already existed on various platforms, but the main purpose of these sliced ​​videos was to expand the influence of the anchors on various platforms and divert them to the main live broadcast platforms.

When the era of short videos arrived, Douyin and Kuaishou became mainstream platforms, and the way sliced ​​videos are played has also changed. Because on these two platforms, many anchors monetize by selling goods through live broadcasts, so the main function of sliced ​​videos is also focused on product sales. At the same time, in order to maximize monetization efficiency, anchors and merchants narrow the scope of sliced ​​video dissemination to this platform.

According to the official introduction of Douyin, the definition of content distribution account (i.e. live streaming slice) is: creators, mainly top e-commerce experts, authorize third-party accounts to publish secondary short videos based on their own live streaming slices, and simultaneously link to the same product, and share the sales commission of the goods. In June last year, Kuaishou also launched the "live streaming clips to send sales videos to promote conversion" function, which allows the sales anchor to publish live streaming clips with one click in the background of Kuaishou sellers to sell goods.

Specifically, the anchor provides the officially authorized live streaming clips and corresponding product links, which are then handed over to the MCN company for management. After obtaining authorization, the KOC will perform secondary editing and processing on the live streaming video, and then upload it to their own account and put the product on the shelves, waiting for orders. However, due to issues such as docking costs, some anchors choose to have unified authorization management by a third-party account.

Judging from the information displayed in the "Zhong Xiaoer" App, in addition to Crazy Xiao Yangge, Douyin's top anchors/live broadcast rooms such as Jiao Ge Pengyou, Hao Shaowen, Zhu Zixiao, and Xin Jifei have all settled in. In April, only Xin Jifei and Zhu Zixiao have opened live broadcast slice authorization.

Image source: screenshot of Zhongxiaoer APP

For example, if you search for "辛吉飞" on TikTok, in addition to his own account and @辛吉飞小助手 account, there are also a large number of accounts with the nickname "辛吉飞", including @辛吉飞严选精品 (authorized), @辛吉飞精選 (authorized number), 辛吉飞直播精选 (authorized), etc. These are almost all authorized accounts of 辛吉飞's IP slices, using 辛吉飞's short videos and live broadcasts to sell goods.

Image source: Tik Tok screenshot

It is understood that the MCN agency responsible for the IP slicing authorization of Xin Jifei is Goumao Technology. In the video posted on this account, Xin Jifei personally appeared and said, "Brother Fei's authorization is free. With my face and good video editing content, and the good products I recommend, you will receive more revenue and make more money." It can be seen that the commercial monetization method of IP live broadcast slicing authorization is accepted by more and more influencers.

3. What is the prospect of IP live streaming slice authorization?

It can be seen that more and more anchors choose IP live broadcast slicing authorization, but what is the prospect of this business?

For anchors, a large number of live streaming slice authorized accounts are conducive to maintaining their popularity on the platform, and they can also earn commissions; for brand merchants, more live streaming slice authorized accounts mean higher product exposure and sales; and for players who want to join the game, this is also a relatively easy way to make money. Because the threshold for users to obtain authorization is not high, the KOC account only needs to have more than 1,000 fans, meet the conditions for opening a window display to carry goods, and follow the rules of the organization to start this business.

It seems that IP live broadcast slicing authorization is a business that benefits three parties, but in fact it is not that simple.

First of all, the choice of anchor is very important. The anchor itself needs to be popular in order to attract traffic to the live streaming slice authorization account, and popularity is only one aspect. The live streaming effect of the anchor is the key to promoting traffic conversion. For example, the slice video of Crazy Xiao Yangge has certain highlights in itself to achieve good results. If it is just a simple product introduction clip of the anchor, its customer acquisition and conversion ability will not be too strong.

It is worth mentioning that the source of the IP live broadcast slicing authorization business is the influence of the anchor within the platform. Once the anchor has negative news, the operation of the authorized account will also be affected. This is also a risk factor that needs to be considered.

Secondly, the homogeneity of live streaming content is also a prominent problem, because the video materials of KOCs who promote products are highly overlapping, which means that if you want to stand out from many authorized accounts, you need a certain degree of creativity and high editing skills. Only by extracting the key points of the video and hitting the needs of users can you achieve better promotion results. And this ability is not the proficiency of editing technology, but the sensitivity to the market.

In addition, the existence of some unauthorized accounts has made the competition more intense. Based on this, some industry professionals have even started training businesses, which will incur costs for those who want to enter the industry but have no experience when the future is uncertain.

The profit sharing ratio is also a key factor affecting this business. Although the top anchors basically do not charge authorization fees, the profit sharing ratio can only reach 5:5 after the sales of the KOC reaches a certain amount. Under normal circumstances, the KOC can only get 30% of the sales. For example, in the video where Xin Jifei opened the IP live broadcast slice authorization, many netizens were discouraged by this profit sharing ratio.

Image source: Tik Tok screenshot

Finally, there is the impact of live video slicing on the platform’s content ecology. Although the platform currently officially recognizes this content format, too much highly homogeneous content will affect the living environment of short video content to a certain extent. A balance needs to be achieved between the two, and this is also a factor that factors in the platform’s uncertain attitude towards IP live video slicing authorization in the future.

In general, as one of the first anchors to benefit from the IP live broadcast slicing authorization dividend, Xiao Yangge’s own success does not represent the smooth development of the "Zhong Xiaoer" App. After all, factors such as the anchor, platform content ecology, and user attitudes are all non-replicable conditions. If Xiao Yangge wants to do a good job in the "Zhong Xiaoer" App, he still needs to take steady steps and do a good job in systematic operations.

Author: Aries; Editor: Ji Nan

Source: WeChat public account "TopKlout (ID: TopKlout)"