Life is like a play, it all depends on acting
Editor’s note: This article is from the WeChat public account “Leopard Change” (ID: baobiannews ) , author: Zhou Ran, editor: Jiaxin.
Relying on various hype, Simba, formerly known as Xin Youzhi, has rapidly risen in the world of Kuaishou short videos, but as Kuaishou goes to grassroots, the contradiction between Simba and Kuaishou has also been revealed.
Internet celebrity Simba went out of the circle again, but this time he was out of circle with controversy. In the video, he was mad at the hotel staff, as a big brother, and then this video was on various platforms. Hot searches, supportive and critical voices.
For more than a year, thanks to the hype and the right time and place, Simba, formerly known as Xin Youzhi, rose rapidly. Now he is Kaishou has the largest number of fans on the platform. In 2019, the Simba team’s annual e-commerce live broadcast GMV was 13.3 billion. This figure accounted for about one-third of Kuaishou’s entire platform last year. In addition, he has his own company, and he does not lack the titles of founder and chairman necessary for successful people.
Nowadays, people rarely study how this man who claims to be the son of a farmer made his fortune. The title that appeared with him is “Brother Fast Hand Brings Goods”. People compare him with Wei Ya and Li Jiaqi.
But those who have watched Simba’s live broadcast know that this is a completely different anchor from Wei Ya and Li Jiaqi. When Wei Ya apologized because of her emotional loss, Simba had already scolded the brand partner many times in the live broadcast room. This kind of reckless arena is consistent with the Kuaishou platform, but as Kuaishou goes to grassroots, the contradiction between Simba and Kuaishou is also revealed.
When Kuaishou no longer needs Simba, can the Simba family continue to be aggressive?
01 Brutality and hype
In a way, Simba is a qualified actor.
Since he appeared, he has created several contagious personalities for himself. In the article “The Sad History of Xin Youzhi’s Success” published by the Simba team, he was misdiagnosed for cancer, and he was despised by relatives in a foreign country, and then he succeeded in a grassroots counterattack. When his business was at its best, he was imprisoned. When he made a comeback, he was emptied by shareholders and lost his company…
The authenticity of the story remains to be verified, but what can be confirmed is that this kind of drama often appears in Simba’s live studio.
Two “plays” are often staged in Simba’s live studio. One is that he has to play a loving father and Yan Shi. Today, the Simba family has Internet celebrities such as Dandan, Shidamei, and Cat Sister, covering clothing, makeup, snacks and other lines.
In October last year, Internet celebrity Dandan became Simba’s first female apprentice. Because of Simba’s saying “My children depend on family care”, she gained more than 300,000 followers when she first appeared in Simba live broadcast . After that, Simba occasionally went to the live broadcast rooms of Dandan, Zhao Mengche and other apprentices to interact with them, sometimes to help cheer, and sometimes to teach these apprentices the rhythm of the live broadcast and the specific details of the product display. When Simba disciples female apprentices, there is always a wave of barrage to protect shortcomings, one come and go, the cohesion of 818 (Simba’s fan group) is there.
The apprentice did not forget to show his gratitude to the master. The anchor Dan Dan once knelt down to Simba in the live broadcast room, and said, “Thank you Daddy for everything!” By the way, Simba this year 30 years old.
The advantage of this kind of family-style faction is tied to marketing. Everyone has the exposure of the entire team and the number of fans. Currently, the total number of fans of the Simba 818 family is 1.4Billion, ranking first among the six Kuaishou families.
The second big show is to tear up the brand. When selling goods on live broadcasts, Simba often quarrels with suppliers for the welfare of fans. Through the roar of “Don’t treat my fans as grandsons” and “Don’t cheat consumers”, to convince consumers that they are standing by them. Side.
But after a play, it often fails to end.
In August of this year, he temporarily asked Glory to give an extra pair of headphones in the live broadcast room. After being rejected, Simba went sour: “I lost 40 million and paid you this brand and didn’t hand it over. I’m sorry I don’t. .” And called on fans to return the goods. Obviously, he wanted to tell the brand that he could turn his hands and turn his hands for the rain. But this incident ended with Simba’s written apology.
Regardless of right or wrong, for a brand owner, an anchor who easily loses control of his emotions is obviously not the best choice.
In addition, this kind of practice, which prefers to make a loss and profit for consumers, has also begun to be questioned. After the live broadcast with Zhang Yuqi, Simba complained about Zhang Yuqi in the live room afterwards, saying that she did not make up the difference after pretending to be generous, and eventually caused herself to pay 12 million. But this incident was quickly rejected by Zhang Yuqi’s studio, and Kuaishou officials also stated that the total subsidy would not exceed 6 million. Simba wanted fans to show her love, but was criticized by netizens for falsification and enthusiasm.
The controversy surrounding Simba also includes a high return rate and order rebate. These data directly linked to the influence of the anchor make Simba the most upset.
In response to the report, Simba denounced the media as a rogue and cyber violence.source.
At the same time when he was out of the circle with a high profile, Simba was also scrutinized more and out of the fast-handed ecology. The public’s requirements for Simba as a public figure will obviously be higher, and there even appeared on Weibo #封杀负力量主播Xin There are more than 40 million readings on this topic, and 10,000 people participated in the discussion.
As an anchor, a wonderful personality is certainly a nirvana for attracting fans and goods. However, once the personality collapses or is linked to negatives, the brand partners will naturally stay away. For Simba, if you continue to go this way A way, arrogant is destined to be unpleasant.
02 Challenge fast hand
“I hope Kuaishou, you can keep your eyes bright. I am interested in mobilizing all the resources of the whole country in most categories. Please cherish my skills and resources.”
This is April of this year. Because of the contradiction with the platform, Simba shouted to Kuaishou. Later, he announced that he would temporarily retreat from the live broadcast and turn to the backstage to do a good job of the supply chain.
Simba settled in Kuaishou in March 2017. His popularity and fans in Kuaishou are all made with money. To put it simply, it is to gain a sense of presence by brushing gift lists in major Internet celebrities, and then attracting traffic.
Since 2018, Simba has been famous in the live broadcasts of major broadcasters in Kuaishou. The way he is famous is to spend money on gifts, up to 2.5 million. Therefore, Simba has established his own personal settings and attracted The attention of a large number of onlookers, in only one live broadcast of the anchor Erlu, Simba directly gained nearly 600,000 followers.
The special thing about Simba is that he is not in a hurry to sell goods. At first, he just chatted with the fans he pulled over to talk about how he became the president of the company from the son of a farmer. In order to consolidate his inspirational personality, Simba frequently Output “I have won yesterday’s ability”, “Don’t be envious if you don’t learn to work hard” and so on. And before Kuaishou opened the e-commerce function, he often sent gifts to fans in the live broadcast room to create a credible entrepreneurial image.
These practices have made Simba’s fans more sticky. After Kuaishou officially opened the e-commerce function, Simba will taste the fruits accumulated before.
But after all, this drainage method relies on the popularity of the original anchor, and it is difficult to surpass it. What really allowed Simba to overtake at the corner of the car was the soaring wedding that claimed to cost 50 million yuan, which made him the first to get out of the circle. Anchor.
In Kuaishou, the Simba family is not the only one. Like it, there are six major families including Sanda family, Zhangmen family, Sister-in-law’s family army, and donkey family class. The total number of fans of these families exceeds 500 million, and they control the huge traffic and revenue of Kuaishou.
The headache for Kuaishou managers is that the “violent worship” and “gang behavior” brought about by the family system and quagmire of these top anchors have caused frequent disputes between the top anchors.
In April of this year, the Simba family had a scolding war with the Sanda family. In this regard, Kuaishou’s official approach is to stop broadcasting and reflect on all the anchors involved. ClosedSmall Black Room On the third day, Simba spoke harshly to Kuaishou from the air, so there was the beginning scene. This video has now been deleted.
51 days later, Simba returned to the anchor again and brought up the contradiction with the platform. Simba said frankly that he would not go to other platforms because it was an unjust practice.
03 A premeditated breakup
During the days when the broadcast was off, Simba was not idle, but paving the way for his future.
The rigorous election of Simba, established in 2017, is his retreat and future. Simba has described his ambition more than once, that is, to act as a middleman to supply the anchors, and to be the supply chain of the entire anchor circle.
Simba’s Yanxuan model is similar to Netease Yanxuan’s model. It belongs to the ODM (Original Design Manufacturer) model, but it focuses on low prices. The target audience is young audiences in third- and fourth-tier cities. When cooperating with major brands on live broadcasts, The Simba family also often implants its own brand.
Recently, Simba intends to reduce the frequency of his live broadcast. In his opinion, he is different from Wei Ya and Li Jiaqi, and what he is doing is industry and ecology, putting more emphasis on the supply chain.
In order to build the entire industry chain, Simba has successively launched “Xin Xuan Gang” and “Xin Xuan Supply Chain” for anchor selection and supplier entrance. In August of this year, Xinxuan’s live broadcast base was opened in Baiyun, Guangzhou. Simba said that seven such live broadcast bases will be established nationwide in the future.
Enterprise search shows that Simba is currently the legal representative of 4 companies and indirectly holds Shares of 7 companies. In September of this year, the Simba team also spent 432 million yuan to buy a 10% stake in a listed company. In the same month, game company Sheng Xunda announced that its wholly-owned subsidiary Shengxun Yunshang had transferred 49% of its shares to Guangdong Xinxuan Holdings Co., Ltd.
Actually, carrying traffic to make the supply chain is a must. Imagine that the front-end sells 10,000 pieces, and the rear says that it will be delivered after half a year. Then consumers will run out of patience and switch to those brands that can deliver in time.
But the new channel of live streaming has also brought new changes to the supply chain, and the rhythm of factories and wholesalers has also been broken. Create a head KO that can match SimbaL’s supply chain is not a great wall in one day. Procurement, production, and logistics must respond in a timely manner. This is not the ability of a company that is only good at sales.
What’s more, the supply chain of clothing, snacks, and small appliances has its own characteristics. If you want to do all the supply chains, the difficulty is several orders of magnitude more complicated.
Just as Simba wanted to transform behind the scenes and reduce his dependence on the platform, Kuaishou was also reshuffling its own e-commerce live broadcasts. In response to the scolding wars caused by the arena, Kuaishou closed the live broadcasts of Zhang Ersao, Gazi Xie Mengwei and others. between.
Kaishou also accelerated its support for waist anchors, and hatched new talents such as shepherd boy and Coke in half a year. In addition, Kuaishou also introduced stars such as Jay Chou and Zhang Yuqi to join in to reconcile Kuaishou’s rivers and lakes and the sense of grassroots.
However, in a short period of time, in the face of Douyin’s containment, Kuaishou and the Simba family are still inseparable from each other. This is also an important reason for Simba’s return before the Kuaishou “616” promotion.
Regardless of whether it is Kuaishou’s strategic adjustments or power supply chains, for Simba, past arrogance and hype may become the biggest stumbling block to its development.
(Li Zhuo also contributed to this article)