Simba, why was he disliked by everyone？

Simba apologized again.

"I may be right, but the way is not right. I am too small, and I am sorry for this company (Douyin). When I am immersed in hatred every day, I can’t do my own thing well. Here, I bow to everyone and apologize, sorry for taking up public resources." Simba confessed during a live broadcast on Kuaishou on September 20.

The apology was as deep and sincere as ever, and it was as full of Jianghu style as ever. Simba put his hands together again and bowed. This is not the first time he has apologized. In the live stream, he bowed countless times and even apologized on one knee.

However, just the day before, he was "righteous" in the live stream and angered Dong Yuhui, the live streaming host of Dongfang Selection, "The cost of a piece of corn is 70 cents, and you sell it for 6 yuan, and the profit margin exceeds 37%. You are making huge profits under the banner of helping farmers, not helping farmers make profits."

In fact, Simba’s target is not only Dong Yuhui, but also the Douyin platform where Dongfang Selection currently "lives".

At the end of August, Simba published a long article exposing another fitness star who had become popular in Douyin, Liu Yanhong, claiming that Liu and his wife had also participated in the sale of fake bird’s nests. The next day, Liu Yanhong had to publicly apologize and even shed tears in the live stream.

However, Liu Yuhong sold bird’s nest on Taobao two years ago, not Douyin. But everything related to Douyin, especially the live streaming host, Simba "doesn’t like it".

"I’ve figured it out now, how much I can let go of my hatred for Douyin, and how much I can achieve. If one day I really stop hating Douyin, I’ll really grow up." On the night of the apology, Simba said that he may have been too stressed recently, and he tried not to mention it to anyone in the future.

▲ Source: Video screenshot

In the past two or three years, live e-commerce has developed towards an increasingly standardized path, while The live broadcast style of the Simba team is still very grassroots performance sales, and Simba is still the Simba who fights the sky and the earth.

In this context, on the one hand, Simba’s delivery is becoming increasingly difficult to gain the trust of users; on the other hand, the Kuaishou platform’s attitude towards Simba is also changing.

Since December 2020, when he was fined 900,000 yuan by the Guangzhou Market Supervision and Administration Bureau for the sale of fake bird’s nests in the live stream, Simba’s Kuaishou platform has also changed its attitude towards the Simba family, and has suspended the account of Simba’s apprentice "Shi Damei" for 60 days; Simba, who has improper words and deeds in the live stream after the incident, has suspended his personal account for 60 days. It is said that Su Hua, then CEO of Kuaishou, even expressed his intention to ban Simba at an internal meeting.

In 2016, Simba moved to Kuaishou and started live streaming. After capturing Kuaishou’s early rapid growth in traffic dividends, he quickly became Kuaishou’s hottest live streaming host.

In 2019, Simba had a wedding that cost 70 million yuan, because 42 stars were invited to go out quickly. As of September 22, Simba has a fan 96.34 million in Kuaishou, and his team has more than 300 million fans in Kuaishou.

Simba’s original name is Xin Youzhi, but in the past two years, he has been like a gloomy person, spraying around.

He fought with another head live streaming host Sanda brother on Kuaishou, and the two quarreled with each other from Kuaishou to Weibo, blasting black material; he blasted Wang Jianwei, the head of Kuaishou products, accusing Kuaishou of limiting viewership of him; he scolded the Douyin platform, saying that it covered up Liu Yanhong, who sold fake bird’s nests; this time, he hit Dong Yuhui and Dongfang Selection.

From grassroots to Kuaishou’s most popular live streaming host, Simba only took two years. But now, he has become someone who is disliked by his peers, users, platforms, and competitors.

Disliked by peers: touch porcelain marketing

After Simba apologized, Dong Yuhui responded in the live stream, "We have different positions, and we naturally see different things. We are both right, why should I convince you, and why should you convince me."

However, before Simba really apologized, his doubts about Dong Yuhui and Dongfang Selection did cause Dong Yuhui and Dongfang Selection to encounter a lot of turmoil, and they were repeatedly scolded on Weibo’s trending topic list. During the period, "China Entrepreneur" contacted Dongfang Selection, and people related to Dongfang Selection said they would not respond.

But Dong Yuhui had to explain:

First, most of the corn is not for people to eat, but for livestock. That kind of corn is indeed four or five cents a piece;

Second, the raw corn found by Dongfang Selection is from the Northeast. The cost of good corn from the Northeast origin is very high, and it costs only two yuan a piece when it is collected from the ground;

Third, this corn is different from ordinary corn varieties, and the planting conditions are also different.

Fourth, I also want to let the farmers earn all the price difference in the middle, but in this way the farmers can’t make money, because if there are no middlemen to make money, who will collect the corn, and no manufacturer will pack, transport, and sell the corn?

Regarding this dispute, some people think that this is a good thing to some extent.

"It’s good for live streaming hosts to supervise each other and let the industry develop in a more standardized direction. Of course, I hope Simba asks himself the same," Huang Gang, a person in charge of live streaming e-commerce business at a company, told China Entrepreneur.

But more people are still disgusted by Simbara’s behavior of stepping on the popular live streaming host. "The corn selected by Dongfang is indeed not cheap, but we don’t need Simba’s sugar water bird’s nest and 10 yuan steak, and we don’t dare to eat them. It doesn’t make sense to talk about price without talking about quality." Consumers who have bought steak in Simba’s live stream told China Entrepreneur.

In addition to the discussion of "Is 6 yuan a piece of corn expensive or not", Simba touch porcelain marketing seems to have become a routine. In the midst of such a public outcry, Simba tried his best to play a just messenger, and repeatedly emphasized the identity of his peasant son for the benefit of the people, thus gaining a sense of justice.

In fact, just three days before Simba started tearing up the Douyin platform, Simba had just held a press conference in Chengdu and released three private label products. After the product launch, the Simba family had also been promoting the product.

A year and a half ago, when Simba was banned from selling fake bird’s nests, it was almost the same routine.

In order to prepare for the comeback, Simba took a video to kneel down to the user, and joined hands with other live streaming hosts in the family to shout "pick up the user home". The video received 2.801 million likes. But on the day of the comeback live broadcast, Simba’s team mobilized security to close the road, blocking traffic and affecting citizens’ travel, and was notified by the Guangzhou Public Security Bureau.

In September 2020, when Simba brought goods for the glory mobile phone in the live stream, he directly shouted to the glory CEO Zhao Ming, asking the glory official to give a pair of earphones to the fans who bought the mobile phone, and got angry after not getting consent: brought several times for the glory mobile phone, did not make money, he also took in 40 million yuan, this time for the fans did not get the gift is very angry, but also said that the glory can not be made this friend.

That night, after Simba hung up the Honor mobile phone link, he asked fans who bought mobile phones in the live stream to return them one after another. However, After only two days, Simba apologized.

The netizens called the behavior of Sinbala stepping on the popular live streaming host Touch porcelain marketing Before publicly questioning Liu Yanhong and Dong Yuhui on the Douyin platform in the live stream, Simba posted multiple videos in Douyin to build momentum for the new product launch. Indeed, after "fighting" Liu Yanhong and Dong Yuhui in the live stream, Simba earned enough traffic and was on Weibo’s trending topic list six times.

Disliked by Kuaishou: many times suspended

Since the sale of fake bird’s nest incident in December 2020, Simba has been banned by the Kuaishou platform more and more times, and the number of live broadcasts has become less and less, and the road to live streaming has become more and more bumpy.

In March 2021, Simba, who disappeared for nearly 100 days, made a comeback. On the night of his return, Simba was active in many live streaming hosts such as Erdonkey before going LIVE, with a total of 91 products in the live stream, 11 products with GMV exceeding 50 million yuan, and 3 products with GMV exceeding 100 million yuan. The cumulative sales reached 2.042 billion yuan, and the effect was not bad, even more than the Taobao live broadcast "first brother" and "first sister" Li Jiaqi and Viya at that time.

However, only six months later, Simba was blocked again. At that time, Simba had warmed up for a week for the fur special that was planned at the time, but it ended in a ban scribbled.

The cause of the incident was that on October 7, 2021, Simba complained to Kuaishou in the live broadcast of fur, "Every day you take the traffic to those who act and sell goods, to those who sell family heirlooms (Sichuan Coke), but you don’t give it to me, I have to spend tens of millions to buy traffic, what am I doing to work for you, I’m leaving, bye bye, understand?"

In fact, With the continuous emergence of new and more standardized live streaming hosts on Taobao, Douyin and other platforms, Kuaishou has also started its own road of cutting the domain.

"The platform is willing to give some very valuable traffic to the middle waist because we want the platform to become an ecologically rich e-commerce community. Our investment in supporting small and medium-sized live streaming hosts is unlimited," Zhang Yipeng, head of Kuaishou’s e-commerce marketing center, told media including China Entrepreneur in 2021.

You know, in such a golden period in 2019, Simba and his family announced that the total annual GMV of live streaming reached 13.30 billion yuan, Kuaishou prospectus shows that the total GMV of Kuaishou e-commerce was 59.60 billion yuan, according to this calculation, Simba family accounted for nearly 25%.

In fact, Simba has long been aware of the changes in his status, and has repeatedly complained to Kuaishou in the live stream to limit the traffic in his live stream.

Simba said that his videos and live broadcasts were frequently limited viewership of Kuaishou, and he needed to "spend money to buy traffic", and revealed that he spent 25 million yuan to buy traffic in Kuaishou, but the number of viewers after 1 hour was only 800,000.

However, although Kuaishou is troubled by Simba’s actions, he cannot do without Simba’s appeal in the blue-collar crowd. Therefore, Simba and Kuaishou still maintain a delicate friendly relationship.

On the evening of June 29, Simba started live recruitment in Kuaishou, involving about 100,000 recruitment places for many enterprises.

Previously, due to factors such as physical health and training of apprentices, Simba was off the air for nearly a month, and it was originally planned to return in August. The first show of the early rebroadcast was to lead the official cooperation with Kuaishou.

That night, go LIVE less than 1 minute there are 100,000 people rushed into the live stream, live two hours received a total of 175,000 resumes, showing Simba in Kuaishou blue-collar users appeal.

This is seen as a positive live broadcast. But it was also after the live broadcast that Simba increasingly pointed the finger at Douyin rather than Kuaishou.

Disliked by the public:Live streaming has passed the age of earthy taste

The Internet has memories, and people are accustomed to Simba’s routine of being first and then soft. Every time there is a public incident, he is first and foremost in the front line of public opinion, striving to be a good citizen for the welfare of the people and a voice for consumers, and then apologizing later.

From scolding and retreating from the Sanda family in 2020, to being banned for selling fake bird’s nests, to being named and criticized by the People’s Daily Online for his high-profile comeback, Simba let the public know his "acting skills" through a series of "bitter drama" performances, and repented again and again, but every once in a while.

In addition to Simba’s personal behavior, what makes everyone unable to believe is the quality of the goods behind the live stream delivery mode he is good at. After the fake bird’s nest incident in 2020, the Simba family was once again pushed into public opinion this year because of the counterfeiting issue.

On April 18, Simba’s live streaming host "Egg" was suspected of selling counterfeit, which attracted the official Weibo of the brand "YPL Sports Trend Products" to speak out, saying that the products in the live stream of "Egg" were not officially authorized and did not belong to the products of the YPL brand. It was emphasized that the number of products sold in the live stream exceeded 100,000 pieces, and the suspected illegal sales amount exceeded 6 million yuan. YPL will take legal means to pursue the relevant sales and production companies.

Afterwards, Xin Xuan issued a statement saying that the goods were "not counterfeit" due to a misunderstanding caused by the trademark transfer dispute, but was denied again by @YPL Sports Trend Products, saying that Xin Xuan’s authorization letter was fake and belonged to the forged official seal. However, YPL finally issued a statement saying that it had reached a settlement with Xin Xuan.

Events prove that, The wild model of grassroots live broadcast and delivery like Kuaishou in the early days has become a thing of the past, and this is precisely one of the important reasons for the selection of bilingual live broadcast in the East and the rise of knowledge live broadcast. With the addition of Luo Yonghao, New Oriental and other teams, live streaming has long passed the era of earthy taste.

Therefore, The culture of mutual scolding, Jianghu style, earthy taste, and rough and rough culture flourished by the Simba family is also more likely to be disgusted. But looking back at Simba’s rise to power, it is how he got to where he is now.

In 2018, Simba, who had returned from Japan, wanted to start a retail e-commerce business and decided to use Kuaishou, the most popular app in Northeast China at the time.

In 2018, Simba was active in the live stream of several leading live streaming hosts (Sanda brother, Erdonkey, etc.) in Kuaishou at that time. By becoming their top brother on the list, he established a local tyrant’s character and received a lot of traffic.

In 2019, Simba spent a lot of money to hold a star-studded "goods" wedding in the Bird’s Nest. At the wedding, Jackie Chan, Deng Ziqi and other stars came to the stage to sing. The lineup was comparable to a concert, and the scene was quite grand. Cecilia Cheung also personally sent gifts to the bride.

During the wedding, Simba officially started live streaming. With the popularity of the wedding, only 90 minutes, Simba earned 130 million yuan. Afterwards, he attended the Bazaar Charity Night, entered the Korean and Thai markets, and became a top player on par with Li Jiaqi and Viya, until he became a new case of Kuaishou’s promotion of live e-commerce business at that time.

Throughout Simba’s path to fame, he was a shrewd businessperson who was well-versed in the importance of traffic. Unfortunately, the rapidly developing live-streaming e-commerce industry had long since stopped doing this, and Simba had become the one who was disliked by many parties.