The man behind Brother Yang

Brother Yang has the help of experts behind him

To say that the hottest Douyin Internet celebrity this year is by no meansCrazy little brother yangNothing but.

From the establishment of Xiao Yang Zhenxuan at the beginning of this year, to the concert that took 30 million some time ago, Brother Xiao Yang has been popular for a whole year. According to statistics,This year, he has been on 33 hot searches, and his fans exceed 100 million. He is a well-deserved Douyin brother…

Not only are people popular, but Brother Yang’s business is also doing a lot. Tianyancha shows that the current companies under Brother Yang have reached27 companiesIn November last year, Yang Ge Hao spent more than 100 million yuan to buy a building in Hefei to be used as the global headquarters of Three Sheep. According to himLast year, I paid 200 million yuan in taxes alone, and I have to send out 50 million salary a month.

Source: Douyin

So the question ****** such a big enterprise built by the two brothers Yang and Xiao Yang? Although they are very good at "whole life", it is obviously not enough to rely on two Internet celebrities to start a company and engage in business with a certain threshold. Is there anyone behind Brother Yang to help?

That’s right, this person appears from time to time in Brother Yang’s live stream."Teacher Du" Du Gang…

Brother Yang and Du Gang, Source: Douyin

Friends who often watch Brother Yang’s live broadcast know that.Du Gang is the CEO of Three Sheep Group., the trader behind Brother Yang’s business empire. Since Du Gang had taught in colleges and universities for more than ten years, everyone affectionately called him Teacher Du.

Tianyancha shows that Du Gang is the main person in the Three Sheep Network, whose name has16 employed companies, the earliest one was established in 2004 and has rich business experience. Du Gang started contact in 2005E-commerceFrom the early traditional e-commerce to the later private-domain e-commerce to the current interest in e-commerce, he has dabbled in all aspects.

Source: Tianyancha App

Just like the Three Sheep Group is based on content, Du Gang became attached to Brother Yang because of content. Du Gang said:"In 2019, I used to watch Crazy Brother Yang’s video, and I wasn’t interested because I was very smooth at the time. But suddenly in 2020, my pace of life was disrupted, and my life became chicken feathers. When I was bored and encountered many difficulties, I sat down and watched it with a knowing smile."

Brother Yang’s ability to bring happiness made Du Gang realize the huge commercial value. So in 2021, Du Gang and Brother Yang reached a cooperation, and in 2022 they jointly establishedSANJIAO GROUP…

In Du Gang’s opinion, the three sheep are one family"Mid-platform service type"The company, Brother Yang and other experts only need to do a good job in the content, and other things will be handed over to Du Gang and the others to take care of.One is responsible for production flow, and the other is responsible for monetizationThe division of labor is very clear.

High-quality content, derived from personal inspiration, is difficult to replicate; while successful monetization comes from the correct methodology, but it can be learned fromSo, what is Du Gang’s successful methodology?

Use the supply chain to drive down prices

There are two kinds of live streaming hosts in the world, one for others and the other for themselves. The former is essentially a "migrant worker", and the latter is a "boss".So when an Internet celebrity live streaming host wants to operate industrially, he must first find his own goods, that is, have his own supply chain.

Helping Brother Yang solve the supply chain problem was Du Gang’s top priority.

In 2021, Du just started to build a supply chain system, and a very important part of it is to findfoundryDu Gang has two criteria for finding foundries, the first isqualityTo be good, it must be the first-line level in the industry. For example, the facial tissues that Xiao Yang Zhen chose to sell came from a TOP-level factory in Xinqiao, Hefei. Considering Xiao Yang’s popularity, there are still many factories willing to cooperate with him, and the selection range is relatively wide.

But the second criterion"Make it affordable for everyone"It is difficult to achieve. Du Gang always tries to keep the price as low as possible and uses the live stream.sales volumeAs a point of interest, I talked to the factory, but there are not many factories that can accept it, and the negotiation process is relatively difficult. Some categories cannot be negotiated, so Du Gang can only give up.

Xiao Yang Zhen chooses the slogan: Good things can be used, picture source: Douyin

Of course, what Du Gang did was not simply to lower the price. He also passedThe way to optimize the product and reduce the price, while helping manufacturers save costs. For example, in the logistics process, the price of express delivery of different weights is different. Du Gang found that the freight of one kilogram and less than one kilogram is very different. Feedback to the manufacturer and pack the product to 985 grams, thus saving freight. Traditional companies often only focus on the product itself, while Du Gang will add the idea of e-commerce to the production process to achieve reverse customization.

Looking at the companies that make a lot of money in the live e-commerce field, almost all of them are linked to high-end brands, but why is Du Gang obsessed with low prices? Because he knows very well,In the current market environment, low prices are one of the most important competitive factorsBut low price does not equal low-end, and there should not even be a distinction between high-end and low-end. Making "good but not expensive" products is the right way.

Du Gang said:"We will not use high-priced products to endorse our live stream to show whether the live stream is high-end or not. Brands strive for a high-quality image, but affordable products are what real consumers want."

Under the leadership of Du Gang, Xiao Yang Zhenxuan has established a relatively complete supply chain system, through which brands can enter. In order to select products, Du Gang also configured150 product selection personnelA selection team is formed to select good items that consumers recognize.

When a live streaming host connects the supply chain, he is upgraded from "bringing goods" to "selling goods".

Live slicing explodes commercial potential

Du Gang doesn’t necessarily understand content, but he does understand the value of content and how to maximize monetizing content.

During the live broadcast, Brother Yang often popped up some golden sentences or made some impromptu performances, which attracted laughter from the audience, and the effect was surprisingly good. Therefore, many creators started"Live Slice"Video, cut out the essence of Brother Yang’s live broadcast and regard it as his second creation.

Brother Xiao Yang’s live broadcast slice, picture source: Douyin

For this kind of second-hand behavior, many live streaming hosts are more hostile, after all, it will steal their traffic. But Du Gang and Brother Yang strongly support it, and even provide a special platform for editors to play.

In 2019, Du Gang launched the "medium and small two" live slicing distribution platform. After the creator settles in, he can obtain the authorization of Brother Yang and obtain the delivery income through slicing videos.50-50 splitIf the monthly sales exceed 50,000, creators can also get a higher share.

In order to ensure the quality of the slices, Du Gang put forward some requirements, such as having traces of secondary creation and not allowing simple piecing. At the same time, the platform also provides course training, editing guidance, and troubleshooting to continuously cultivate high-quality experts.

At present, the registered users of the Zhongxiaoer platform have exceeded100,000Yes.10,000How active creators are. According to reports, in 2023, Three Sheep will earn money from the delivery of goods through the number of small two680 million yuanAnd Du Gang’s goal is 2 billion yuan a year, he is full of confidence.

It is worth noting that the purpose of Du Gang’s slicing distribution model is not entirely profit-making.When selecting editors, Du Gang will tend to choose some full-time mothers, laid-off unemployed and disabled peopleTo provide them with a job. It can be said that with live slicing, the Three Sheep Group has achieved the unity of public welfare and business.

Judging from the results, this is undoubtedly a win-win situation. It goes without saying that the creators get profits, and Brother Yang can also increase his popularity due to the massive live broadcast slices.These scattered traffic will eventually still be directed to the live stream, forming a virtuous circleTherefore, it is better to clear the congestion than to hide the traffic, it is better to share with others and make the cake bigger

In fact, Du Gang’s business ideas have long been followed. In the early PC era, Microsoft was actually deliberately condoning the proliferation of pirated Windows systems on the C-side, not only because the cost of combating piracy was too high, but also because piracy could quickly seize the market, expand the user base, and force B-side customers to use it.

In this way, Brother Yang’s live broadcast has made a great contribution to today’s situation. Du Gang, who maximizes the use of Brother Yang’s live broadcast content, undoubtedly reflects his professionalism as an operator.

Professional team is standard for live streaming hosting

In fact, not only Brother Yang, but also many phenomenal Internet celebrities have a helpful"Noble"…

The most typical example isLi JiaqiLi Jiaqi was originally a "cabinet brother" at L’Oreal’s offline counter, the boss of MeijiQi ZhenboQi Zhenbo’s business sense is very keen. In 2016, he realized the trend of live e-commerce, so he found Li Jiaqi to try to sell goods, but the effect was unexpectedly good. Subsequently, Qi Zhenbo led a series of topic marketing, such as applying for Li Jiaqi’s Guinness World Records and selling lipstick in a competition with Jack Ma, etc., to push Li Jiaqi to the throne of the first brother with goods.

Qi Zhenbo

And Eastern selectionDong Yuhui,Yu MinhongIt is his noble person. Knowledge delivery is not the original creation of Dong Yuhui. Every live streaming host selected by Dongfang is broadcast like this, but it just so happens that Dong Yuhui is out of the circle. As an old Jianghu who has been famous in the education industry for 30 years, Yu Minhong not only knows people and makes good use of them, but also knows how to use his own advantages to understand his users. New Oriental can smoothly transform into Dongfang selection, both the accidental factors of Dong Yuhui and the inevitable factors of Yu Minhong.

The examples of these live influencers tell us,Although strong personal strength and excellent luck can be very popular for a while, they cannot be used as a long-term means of making money without the guidance of professionals and systematic business operations…

The era of going it alone is over, and the era of teamwork is upon us.

Author | Fengqing

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