Spend 100 million to clear the shopping cart! "Crazy Little Brother Yang" buys a house in Hefei, benchmarking Alibaba?

Taking advantage of Double Eleven, cleaning your shopping cart is the best choice for many netizens.

At the same time, "Crazy Little Brother Yang", who just broke 100 million fans in Douyin, also spent a "small goal" to clear his shopping cart...

1. Spend 100 million to compete with Alibaba?

On November 1, the number of fans of the Douyin account of "Crazy Brother Yang" exceeded 99.99 million+, and once became the first Internet celebrity in China to have a fan of over 100 million.

Before everyone's shock had dissipated, "Brother Xiao Yang" released another important news-

Spend 100 million to buy a house in Hefei

Brother Xiao Yang said that this is the biggest consumption in life, clearing the shopping cart. The global headquarters of Sanzheyang is about to be located in the core area of ​​the Hi-tech Zone. The content e-commerce industry base in China (Hefei) is officially launched and is expected to be renovated in June next year.

It is understood that the property is located in Hefei High-tech Zone, with a total construction area of ​​53,874.33 square meters.

It includes a 15-story production complex, a 6-story staff dormitory and canteen, 3 factory buildings and 1 doorway.

In addition to the basic expense of 100 million yuan + yuan, Brother Xiao Yang also spent 500,000 yuan on software service fees.

It is not difficult to imagine that after it is put into use, there is still a considerable renovation fee waiting for Brother Xiao Yang.

As for the reason for buying a house, Xiao Yang took a video to respond, saying that the general idea was that he would go to Hangzhou when doing e-commerce, and he wanted to expand the e-commerce industry in Hefei.

In summary, the purpose of Brother Xiao Yang in Hefei is to attract more brands to base in Hefei, so that when you mention e-commerce, you can think of not only Hangzhou and Alibaba, but also Hefei and the three sheep.

Perhaps, becoming the e-commerce business card of Hefei is just like Jack Ma was the business card of Hangzhou e-commerce, and it is Brother Yang’s future hope.

2. Learn from the past and the development

In the past two years, the gunpowder smell between the top internet celebrities and MCN institutions has become increasingly serious.

From the IP dispute between Li Ziqi and her old boss Wei Nian, to the fact that Langweixian "started a new mountain" due to the ownership of the account.

Li Ziqi (left) Langweixian (right)

Such a dispute that hurts the enemy by one thousand and hurts himself by eight hundred is not a good thing for either party.

Moreover, there are certain shortcomings in the risk resistance and business stability of a single IP.

But on the other hand, the top internet celebrities cannot escape the help of MCN institutions.

"Student Zhang", who was popular in the past few years, rejected all MCN institutions that have invested olive branches and resolutely developed independently. In the end, he encountered a "Waterloo" with a live broadcast debut GMV of only more than 3 million.

In August this year, the "crazy sister" who was known as the "female version of Xiao Yang" of TikTok, was not joined by any MCN organization and did not maintain the team, causing the pressure to double, deviated from the original intention of creating an account, and eventually went to part ways.

Crazy sisters (left) Zhang (right)

With these lessons from the past, there is only one road to "establishing one's own footsteps".

Just like Li Jiaqi's beauty, Weiya's Qianxun, and Simba's Xinxuan.

As a leading internet celebrity, Xiao Yang has built the commercial "moat" behind it with his IP as the core - the three sheep, which is both safe and correct.

3. A platform that is strong and a streaming anchor

The advantages of top internet celebrities are understandable. They are not only supported by professional teams, but also by the platform's resources.

However, facing an e-commerce environment with fragmented traffic, the risk of putting eggs in one basket is becoming increasingly high.

Just like after the Oriental Selection became popular, the overall GMV of the live broadcast room had dropped by nearly 30%.

Then Oriental Selection quickly puts the eggs in different baskets - a self-built APP to settle private domain.

本次的双11，罗永浩、俞敏洪、刘畊宏等“顶流”主播也纷纷转向他处，与“老东家”解绑。

At the same time, Brother Xiao Yang's team did not bet on a single platform and chose to try live broadcasts on the video account.

The reason why we did not choose Taobao, which has a strong supply chain and traffic, may be that we consider that TikTok now has increasingly absolute voice in traffic, and on the other hand, we also want to broaden its private domain traffic pool.

"Crazy Little Brother Yang" video number

而且小杨哥并不像罗永浩、刘畊宏夫妇那般在全网就能引发话题效应。

Blooming more points and ensuring that your own traffic is not controlled by the platform is the key point of long-term development.

4. Why does Douyin "give up" and give in?

These well-known anchors chose to "escape" on Douyin, why didn't the platform stop it?

Data shows that 80% of accounts are only popular for 3 months.

看起来有些夸张，但似乎也不无道理，就像前文提到的张同学，褪去光环的原反诈民警老陈，以及健身教练刘畊宏。

张同学、老陈、刘畊宏夫妇（左至右）

One by one, the "top streamers" have caused a wave of traffic carnival, but in the "Jungle Rules" of Douyin, only new people have always seen laughing and old people have not cried.

Looking back on the hot topics over the years, many interesting things come from short video platforms, and ultimately because there are too many topics for newcomers.

This has also become the gene of the Douyin platform and a powerful tool for it to stand in the e-commerce market.

Take the platform's GMV has exceeded one trillion yuan for example. Taobao took more than ten years, while Douyin only took more than two years.

But from another perspective, this "weapon" is a double-edged sword.

Snow Mountain Live, Disco Live, Rap Live, Cosmetic Drama Live... Most of these hot topics cannot last for half a year.

Live broadcast of the costume drama of Herbalife

Snow Mountain Live Broadcast of Yaya Down Jacket

"A model that cannot be long-term is not a good business model"

There are very few live broadcast rooms that can take into account both content and goods, and "Oriental Selection" is even rare.

In terms of platform attributes, Douyin is more like an entertainment platform, and Taobao is the place to make up for consumer demand.

This is also one of the reasons why Douyin’s “top streamers” chose to come to Taobao.

Moreover, the lessons of Taobao Kuaishou's past - Li Jiaqi and Simba's sudden storm are things that the Douyin platform, which is striving to inject e-commerce genes, does not want to repeat the same mistakes, and does not want to see the top anchors forming unlimited competition within limited resources.

In addition, since last year, the continuous evolution of regulatory measures such as anti-monopoly, interconnection, and "two-choice-one".

The era of "closely connected" with the top anchors is over!

Just as during this period, Kuaishou anchors were "familiarized", Douyin anchors made matrix, and Taobao promoted new anchors, they all hoped to disperse the big traffic at a lower cost, so as to stand firm in the market.

Finding new growth points is not new for top anchors, e-commerce platforms, or ordinary merchants.

Taking advantage of the Double 11 promotion, the node with the strongest consumption desire throughout the year, whoever can find a plasticized growth point first may become the "dear" of the next wave!

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