Who has been angered by Xiao Yang's "vulgar selling"?

Too low is not your fault

Article | Chen Shoucheng

Editor | Principal

Crazy little Yang Ge, who is accustomed to engaging in "flipping the cart with goods", has really flipped in public opinion.

During the Double Eleven Festival promotion period, the female anchor "Yellow at the Traffic Lights" (hereinafter referred to as "Little Yellow") under Crazy Xiaoyangge caused controversy due to her purchase of a Saint Laurent air cushion. In the live broadcast room, "Xiao Huang" exudes a disheveled and ferocious expression, holding an air cushion with the Saint Laurent brand logo in her hand. The relevant images were recorded and re disseminated to other platforms, causing dissatisfaction among some users.

A popular note from a Little Red Book reads, "Who is watching such a live broadcast?" There are also dissatisfied posts in the comment section, "Don't you want the brand image anymore?" Some even look at the excitement with a sinister tone and say, "Big brands should do it this way, get their own prices, and then I will buy

Behind this kind of public opinion, there is a hidden industry rule that is vaguely revealed. The price of products from big brands is often maintained by multiple factors, one of which is the brand image that brands spend a lot of money to convey. Users who use such products are not only using the product itself, but also choosing a symbol and lifestyle that matches the product's brand.

The "vulgarity" of selling goods clearly not only makes the brand's inherent loyal fans dissatisfied, but also breaks the brand's image that has been painstakingly managed for many years. For both brand owners and streamers, it is not a good choice.

Of course, behind Crazy Little Yang, the Three Sheep MCN, which is rapidly advancing, may not have time to take into account this short-term negative brand opinion. According to XinDou data, the GMV of the yellow account with traffic lights alone exceeds 50 million in a month. The main account with over 100 million followers, "Crazy Little Yang Brother," also carries over 100 million yuan in sales per month.

Growth seems to cover up all problems, but ignoring them may curb the company's further growth.

Is it Xiao Huang's fault to bring vulgar goods?

When asked about his immediate reaction after hearing about this incident, Black Bull, the CEO of Aipai Content Technology and the top brand service provider of the interested e-commerce, replied, "I don't care

This carefree attitude comes from his familiarity with Xiao Huang and the three sheep behind him. For a long time, most of the anchors under Three Sheep MCN have adhered to this "crazy" sales model, from the company's largest IP - Crazy Young Brother himself, to every anchor under its company, which has always provided viewers with this nonsense content.

Therefore, it is not surprising that Xiaohuang's live broadcast room presents what is called "vulgar" content. This "crazy" sales mode can, on the one hand, attract free traffic when the live streaming room traffic is rolling in; On the other hand, violent testing of products can also enhance users' trust in the quality of the products, thereby increasing the GMV of the live streaming room.

Xiao Yang's previous' crazy shopping '

In the past, these practices have almost been tried and tested repeatedly, and to some extent, they have also been one of the biggest contributions to its development and growth, with a monthly GMV of over 100 million in live streaming rooms.

However, the same approach may not be applicable to all brands. For loyal fans of YSL, Xiaohuang's delivery method is somewhat "discounted". A practitioner close to the beauty industry told Hedgehog Commune that YSL is a luxury brand in France, and its long-standing brand image is high-end and elegant, completely inconsistent with Xiao Yangge's live streaming style.

Obviously, this shipping method has caused dissatisfaction among loyal users of some brands. A user posted that this approach sold the YSL air cushion, which was originally priced at 600 yuan, like a counterfeit product in September. A more serious accusation is that Xiao Huang's intentional mischievous behavior is suspected of insulting the image of women.

Some negative reviews about 'Xiao Yang Ge'

Black Bull believes that this is essentially the impact of product selection not meeting users' psychological expectations. But the mistake was not the anchor himself, but the brand's mistake, that is, the relevant live streaming investment personnel of Saint Laurent had found the wrong person.

This is to some extent due to the growth anxiety of the brand side, and advertising blogger Jiang Chacha shared a case of a brand side marketer on Weibo. Foreign enterprise leaders lack understanding of the Chinese market and only have a rough understanding that live streaming e-commerce is an important channel for brand growth at present. Therefore, they would rather discount than go to the super head live streaming room, which ultimately affects the brand's price positioning and causes long-term losses.

The same applies to the case in Xiaohuang's live broadcast room. Beauty brands themselves hope to attract enough customer groups to purchase products, and a 600 yuan air cushion is not a price that ordinary people cannot afford. From the perspective of live streaming investment promotion, placing products in a channel with strong sales capabilities is an undeniable choice.

However, in the end, Xiaohuang's "cargo inertia" collided with the brand inertia of Saint Laurent, like two huge trucks that were never allowed to collide, ultimately causing Xiaohuang's reputation to be damaged and Saint Laurent's brand tone to decrease, resulting in a win-win situation.

However, is this a fate of losing both? Does it mean that high-end brands like Saint Laurent are destined to be unable to collaborate with crazy young guys in the dust?

The other side of integrating quality and efficiency

In reality, this is not the case either.

Black Bull stated that if Xiao Huang only sold and explained the product in a serious manner in the live broadcast room, it would not arouse user dissatisfaction. He gave an example that in Xiao Huang's live broadcast room, he could first use the "spoof" sales mode to explain some daily products, and then wait for some relatively high-end products to return to normal state.

In this way, Xiaohuang's live broadcast room is only a "sales channel", not a promotional venue, and naturally will not cause negative effects. Of course, the resulting reduction in live streaming room traffic is another issue.

He further explained, "There are two behavioral abilities to bring goods. One is to bring goods, and the other is brand promotion. If L'Oreal chooses to cooperate with Xiaoyangge to bring goods, it is essentially a sales channel, not brand promotion. But if L'Oreal chooses Xiaoyangge as the spokesperson, it involves brand promotion

For the brand side, they can only control their external voice and brand image building, but cannot control what each 'cabinet brother and cabinet sister' looks like in the sales terminal. In fact, there is no need to deliberately control. For users, cabinet brothers and cabinet sisters or private sellers are only a sales channel, and cannot represent the brand image of products and enterprises

However, the condition for the establishment of this context is that sales channels do not add personal content aesthetics to the brand, causing users to misunderstand that this type of creative content is recognized by the brand. And it is here that Crazy Little Yang Ge's anchor, "The Yellow of the Traffic Light," made a taboo and caused misunderstandings among users.

Of course, the reason why users misunderstand Xiaohuang's delivery behavior and regard it as a brand endorsement behavior stems from another long-standing problem: Tiktok is not just a simple delivery platform. As a content e-commerce platform, content can easily further affect consumers' minds and brand value.

From a positive perspective, this is a "quality effect integration", just like in Taobao live streaming rooms, Li Jiaqi's cooperation with the brand often comes with portrait authorization. In the Tiktok live broadcast room, the big anchor's sales of the brand are also accompanied by the brand endorsement. The anchor's own brand value can even contribute to the birth of their own brand, such as Dongfang Zhen's own brand, and Xiao Yang Zhen from Three Sheep Learning.

On the other hand, the integration of quality and efficiency also means that users will not simply view sales in the live streaming room as "selling goods", but will understand it as a brand behavior. This also leads to the "out of the box" live broadcast by the big anchor, which will be further associated with the brand itself by loyal fans of the brand, ultimately leading to a rollover event like "Xiao Huang".

Heiniu also said that for a long time, many brands have only used Tiktok e-commerce as a sales channel rather than a brand promotion channel. However, this event is a wake-up call for many brands. The live delivery of Tiktok e-commerce may affect consumers' minds.

Of course, this includes both positive and negative aspects, mainly depending on how the anchor and brand will operate.

The three raging sheep cannot stop the car

During an exclusive interview with CEO Du Gang of Three Sheep, Yibang Power mentioned a detail: outside the Hefei building of Three Sheep, there were many anchor cameras streaming live into the building, still able to attract a lot of traffic and sell a lot of goods.

This kind of scene once happened to another anchor. Two years ago, when Simba, the Kwai brother, announced his comeback, hundreds of anchors filmed live outside Simba's Guangzhou headquarters. Some anchors were authorized to enter the building, and thus benefited from Simba's dividends.

Two similar scenes link two different people together. When people discuss the explosion of Crazy Young Brother, they often say that this person is Kwai.

The fact is also true. Unlike the business atmosphere of the entire society, Simba is accustomed to being in proportion to his contracted anchor and apprentice, and so is Crazy Young Brother. Simba likes to open the products directly to show the ingredients. Brother Yang's detection of the products is also "crazy". Simba is called "unfashionable" in Kwai, and Brother Yang is also the anchor of "local" in Tiktok.

Simba once criticized the media for lacking credibility, and the company behind Xiao Yangge rarely received interviews from the media. In his only public speech, CEO Du Gang said, "I don't think this matter seems to have any impact on our business operations. On the contrary, as long as you speak, there will definitely be public opinion, so we often choose to shut up

A more similar situation has occurred recently. Simba was once at the forefront of the storm, while Crazy Young has recently been at the center of public opinion. In addition to the relatively negative "vulgar promotion", the recent barrage of "Li Jiaqi controlling low prices" in the live broadcast room also made him and Li Jiaqi on the hot search, triggering another discussion among the public about the lowest price on the entire network.

Further ahead, it is to absorb the internet celebrity Li Pao'er to join and establish a Shenyang branch; Claiming to receive a monthly salary of 50 million and over 9000 online editors; And Wang Hai, the expert in cracking down on counterfeits, has been cracking down on counterfeits and so on. Almost every time, news about Xiao Yangge always hits the hot search, triggering rounds of discussions among users.

This similarity to some extent also corresponds to the criticism that Simba once suffered. Simba's "capriciousness" has attracted public criticism, and Crazy Little Yang's "madness" is the same. In the past, this madness was still limited to Tiktok. But now, this craziness is seen and disliked by more people.

The three sheep, who received little response, have a simple sense of doing things silently, which is to some extent the reason for their rapid growth and expansion. His rapid growth further obscures the company's existing problems. With strong sales capabilities, all accusations against him appear pale and powerless: why can he still develop so quickly when you say he has problems?

But obviously, the overturning of the streamer "Xiao Huang" tore apart a corner of the perfect story of the three sheep. The long-standing "vulgar" promotion of goods has gradually elevated it to the top of e-commerce institutions, but it has also begun to receive more and more scrutiny. Negative public opinion comes from this, and the negative impression of it is also like this.

The only public relations strategy of the three sheep who have long refused to communicate with the public is to have the "yellow of the traffic lights" copy "apology remarks" everywhere, paste them under every little red book note that questions her, and cause further disgust among netizens by saying "don't copy everywhere".

The environment of Simba or the "market" with goods is different from this. Kwai is still more purely a sales channel. After the speech of Simba, the company behind Simba, Xinxuan, can still make a fortune in Kwai. However, Tiktok, who is increasingly inclined to "integrating quality and effect", is obviously also tying the sales ability of the big anchor with its brand image.

This is a double-edged sword, and it seems that the three sheep who never pay attention to their own brand building are being hurt by this sword.

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