99.99 million+! The first internet celebrity with a fan of over 100 million was born on the entire network!

"Is Shaqima a stallion or a mare?"

"How many periods can you divide into 19.9 yuan"

"Is there any other temperature in the seven-degree space?"

...

"Crazy Brother Yang" who "brings goods in reverse" has once become a current phenomenon-level anchor with these "weird" quotes.

"Crazy Little Brother Yang", who is among the top Douyin's sales rankings, has recently made another amazing move...

1. The first internet celebrity with a fan of over 100 million

On November 1, the number of fans of the Douyin account "Crazy Brother Yang" showed 99.99 million+.

This means that the number of fans of "Brother Xiao Yang" has exceeded 100 million, becoming the first Internet celebrity in China to have exceeded 100 million fans.

而粉丝量排名第二第三的刘德华、刘畊宏，粉丝数仅7667.2w、7261.6w，相差了2000多万粉丝。

As a funny and humorous video blogger who started with short videos, he has created 121 works since he released his first short video in 2018. (Hidden or deleted works are not counted)

Most of the short videos have exceeded 200+w, reaching a maximum of 400w.

As of press time, the number of likes from the "Crazy Brother Yang" Douyin account has reached 820 million .

Looking at the video content of "Crazy Little Brother Yang", there is no "crazy and cool" decoration, nor high-end shooting skills, and the content is just some funny jokes that are close to the lives of ordinary people.

But it is these down-to-earth creative methods that have enabled them to achieve what they are today.

Even at this year's Mid-Autumn Festival Gala, "Crazy Little Brother Yang" appeared in CCTV's live broadcast room and host Nigmaiti live streaming and selling goods.

And they also became the top anchors who became CCTV after Li Jiaqi.

2. Enter the high average customer price range

From pranking mothers to pranking girlfriends, "Crazy Brother Yang" has really played with the traffic password.

The interpretation method of funny jokes + plot reversal is integrated into every short video, and even brings this "unique skill" to the live broadcast room.

Brother Xiao Yang "turned over" when he brought goods to non-stick pot

"Reverse sales" not only opened up the live broadcast pattern for "Crazy Brother Yang" in a new way, but also laid the foundation for it to increase the average customer price.

It is understood that Brother Xiao Yang launched three high-priced products for 1,999 yuan in CCTV's Mid-Autumn Live broadcast - a Zhuimi floor washing machine for 1,999 yuan, a Momoda massage chair for 2,799 yuan, and a NetEase Youdao Eye Protection Learning Table Lamp.

In the end, the total GMV of these three products reached 13.25 million yuan, accounting for 53% of the total live broadcast that night.

In the past two months, "Crazy Brother Yang" often has high-average unit price products.

For example, in the live broadcast on September 20, a 1,099-yuan Xiaodi ONE electronic password door lock sold at 7.5 million to 10 million rooms, making it the number one product in the entire live broadcast GMV.

In addition, "Crazy Brother Yang" has also dabbled in high-priced products such as 2998 Wuliangye wine, 3259 Maotai Zodiac Wine, 1599 Meiling Floor Washing Machine and other high-priced unit price products in the past year.

"Because I believe in Brother Xiao Yang, he will buy expensive things he brings, as long as the benefits are in place and I need them."

Fans are willing to buy it in the live broadcast room, not only because they value the value of the product itself, but also because of the quality of "Brother Xiao Yang".

In a recent live broadcast of evaluating floor scrubbers, the brand guy is showing the audience the cleanliness of the roller brushes of the floor scrubbers after use.

As for the words "Brother Big Yang" "Just see how clean it can be", the brand boy next to him immediately wiped the rolling brush that had just been mopped on his face, mouth, and neck, indicating that the product is very clean.

Seeing this, the two "Brother Yang" hurriedly stepped forward to stop him, and even kissed him to prove the cleanliness of the brand and the boy.

Brand guy wipes his face (left) Little Yang kisses his mouth and brushes (right)

This move also made fans say that this is why "Brother Xiao Yang" has been popular all the time.

And this rare extreme of internet celebrities is inseparable from the past experiences of "Brother Xiao Yang"...

3. The past and present life of "Tik Tok No. 1"

Brother Yang, born in 1995, is a pair of twins.

Due to family conditions, when Brother Yang was two years old, his parents had to go out to work.

Since then, the two brothers followed their elderly grandparents to live in a remote place in Lu'an, Anhui and became left-behind children.

In middle school, in order to facilitate school, Yang's father bought a second-hand bicycle for each of them, which was the two bicycles that saved the two brothers three years of breakfast money.

Yang's middle school years

A breakfast at the school costs one dollar, and in order to save the meal, the two brothers get up at five o'clock every day to cook porridge, and then ride their bikes to the school 6 or 7 km away for morning self-study.

At noon, the two brothers rode home to have lunch again, in order to save three yuan of lunch.

Because of this, Brother Yang, who is used to hard life, has more empathy.

Time moved forward to 2015. "Brother Xiao Yang", who had just entered the Internet, became famous for a video of ink bombing with his roommate, and "exploded" more than 600,000 fans on the Kuaishou platform.

This kind of simple and crude funny method has been passed down through "Little Brother Yang" to this day.

In 2018, the characters and relationships of the "Little Yang Family" became more stable, and the positioning of "Crazy Little Yang" was clearer, and the content was more lifelike. The story background can resonate with the audience on the basis of humor and funny.

In the same year, the wave of "ban" and "exit" broke out, and Brother Yang from all over the world also followed the crowd and registered the accounts of "Crazy Little Brother Yang" and "Crazy Big Brother Yang" on Douyin.

In the following 2019, Brother Yang from all over the world created a "Internet addiction character" and a series of short videos "Desperate Weekend", which made the comments and praises reach their peak.

Brother Yang's family

The number of content likes on Douyin accounts almost exceeded 2 million, and the number of content likes on Kuaishou accounts has gradually increased from 400,000 to one million.

In 2020, "Crazy Brother Yang" appeared on B station and released a series of short videos simultaneously with a unified IP.

At this point, the "Crazy Little Brother Yang" who has been deployed in various mainstream short video platforms has gradually grown from a left-behind child to a short video big V, and has become one of the phenomenal Internet celebrities.

4. Carry goods opposite

Two years ago in 2020, there was news that "Crazy Brother Yang" was investing in live broadcasts.

Then, "Crazy Brother Yang" with more than 40 million fans at that time had a single live broadcast GMV that was unsatisfactory, and the sales of many single products were only more than 1,000 orders, and it has not yet ranked among the top of the platform's sales list.

As a result, "Crazy Little Brother Yang" opened an MCN institution called "Three Sheep" last year.

In June of the same year, the "Three Sheep" investor changed and the shareholder Hefei Wechat Network Technology Co., Ltd. was added, holding 49% of the shares.

Du Gang, the largest shareholder of Hefei Microhat Network, once shared at the July Conference of Laogao E-commerce Club in 2022:

Content is the ability to do short videos and live broadcasts well. Good content can reach precise potential users, achieve the effect of expanding the circle, accumulate user interest and trust, and loyal fans bring purchases and repurchase, reduce advertising costs, and accurately search traffic.

It is obvious that the "reverse sales" of "Crazy Brother Yang" is what Du Gang mentioned.

The orange that makes you sore your teeth after taking a bite, the garbage bag that mainly carries weight loss in one second, is Shaqima a horse, and the non-stick pan becomes a sticky pan in seconds...

"Crazy Little Brother Yang" is the live broadcast accident that major brands are most afraid of, but "Crazy Little Brother Yang" who is the image of "the first person to overturn the goods on the entire network" does the opposite.

Turning "turnover" into another kind of "content payment".

The reason why netizens take this game is often infected by the relaxed and pleasant atmosphere in the live broadcast room. Just like watching variety shows and entertainment programs, the audience who are hit by the funny points will not help but pay for it.

At the same time, "reverse sales" is not blindly a negative behavior. It can make up for the shortcomings of live broadcasts - instead of the audience's personal experience.

Brother Yang, big and big, "destroy" every product in a funny way, not only can it become a highlight moment in live streaming of goods, but it can also enhance the audience's willingness to place an order.

And when it is "turned off", Brother Yang will also wait for an opportunity to bargain. As we go back and forth, the negative impact of "turnover" will also be filled.

Regardless of whether it is a script routine, "Crazy Brother Yang" has indeed developed another difficult-to-replicate live streaming method to sell goods.

For it or its authorized live streaming account, it is a scene that has never been explored by previous generations.

In the stock market where content is king, the differentiated performance of "reverse sales" may be a strange trick.

Because, whether it is live broadcasts or short videos, waist-length or top anchors, as long as your content is valuable, there will definitely be a market!