As the vanguard of the 618 promotion, the big anchor is an important bargaining chip of the platform 618 war, and the competition between them is largely the competition between platforms.
Li Jiaqi prepared for 618 early and issued 300 million red envelopes in the live broadcast room; Simba, who denounced Aauto Quicker, apologized on the eve of 618, and the account was finally unsealed; JD.COM also invited Zhou Hongyi to bring the goods live. Just as the other big anchors were preparing for a big fight,A buddy in Tik Tok took a step back: Brother Xiao Yang was busy filming short plays, while Dong Yuhui was busy attending activities and doing live broadcasts of cultural tours.
The live broadcast preview released by Hui’s peers shows that during the period from May 20th to May 26th, Dong Yuhui will only appear for four days, with a cumulative live broadcast of seven hours. Xiao Yang Ge has been broadcast live for three days since May, with a total of 14 hours, and the GMV has exceeded 200 million yuan. Before that, the number of live broadcasts of Xiao Yang Ge has indeed gradually decreased. There are many rumors in the market that "Xiao Yang Ge changed careers", and the intermittent return to the live broadcast room may also be to stabilize the traffic and fan stickiness in the live broadcast room.
On the eve of 618, a buddy in Tik Tok took a step back in advance.
The list of Tik Tok’s goods in April released by Whip Niu Shi’s integrated three-eye survey data shows that after falling out of the top 20 in February and March, Crazy Xiao Yang once again missed the top 20. And Dong Yuhui also fell to the ninth place after breaking into the top three of Tik Tok’s cargo list for three consecutive months.
It is not difficult to explain why crazy Xiao Yang Ge fell off the list. In April, Xiao Yang Ge only broadcast live for three days. Among them, live broadcast for 5 hours on April 27, with goods exceeding 100 million yuan; The live broadcast was about 40 minutes on April 29, and no goods were brought; Live broadcast for one and a half hours on April 30th, with 500,000-700,000 goods.
As for the reason why Dong Yuhui fell from the top three to the ninth, one view is that this has something to do with Dong Yuhui’s opening of Henan Walking Broadcast in late April.
This may not be the case. According to the data of the third-party data platform, from April 25 to April 29, that is, the southbound of 5 Tianhe, the cumulative sales of the live broadcast room with Huihui exceeded at least 130 million yuan, and the average daily sales were 25 million to 50 million yuan. From April 1 ST to April 24 th, the average daily sales of peers with Hui were 7.5 million to 10 million yuan. Obviously, "Henan Tour" has contributed a lot to the live broadcast room with Hui.
In fact, the decline of GMV in April in the live broadcast room with Hui was related to Dong Yuhui’s fading out of the live broadcast room.
According to the previous schedule with Hui, Dong Yuhui will appear in the live broadcast room from 8: 00 pm to 10: 00 pm. However, in April, Dong Yuhui didn’t show up in the live broadcast room for at least 12 days, except for the day when the whole live broadcast room was closed. This situation seems to have become a statute. As of May 20, Dong Yuhui only appeared in the live broadcast room for six days in May.
Behind the fall out of the list, the two big anchors who once competed for the first brother of Tik Tok are fading out of the live broadcast room.
The big anchor has limited time and energy. Even Dong Yuhui, the ceiling of the knowledge anchor, was once questioned for his poor quality of explanation. After all, he is no longer just the anchor in front of the camera, but also the head of the team with Hui. Brother Xiao Yang not only needs to perform in front of the camera, but also needs to manage an enterprise with nearly a thousand people. Even if the big anchors often appear in the live broadcast room, it is only a matter of time before the GMV scale in the live broadcast room meets the ceiling when their energy is limited. Instead, it is better to explore other businesses with more room for growth.
The deeper reason is that the live e-commerce industry has developed for many years and has bid farewell to exponential growth and entered a period of steady development. According to the data of iResearch, the overall scale of China’s live e-commerce industry will reach 4.9 trillion yuan in 2023, up 35.2% year-on-year. It is estimated that the compound annual growth rate of China’s live e-commerce will be 18% from 2024 to 2026. At this stage, instead of single-line growth, it is better to have multiple lines simultaneously.
In this case, it is inevitable for the head anchor to seek transformation. Brother Xiao Yang chased the tuyere to shoot a short play, and Dong Yuhui made a bet on the live broadcast of Wenlv.
And let them temporarily put down the live broadcast room to seek transformation, but also because their account has a fan base. When Dong Yuhui didn’t appear in the live broadcast room, although the sales volume and traffic volume of the live broadcast room declined, at least it remained at the forefront of the list. While Xiao Yang Ge disappeared from the list, Xiao Yang Ge’s apprentice seven bosses rushed into the top 20 of the list for two consecutive months.
Of course, the big anchors will not completely fade out of the live broadcast room. For the sake of fan stickiness, they can’t completely stay away from the live broadcast room.
01
Compared with January-March, the heat and GMV in April and May did decrease.
From the traffic point of view, in March, there were a total of 360 million people in the live broadcast room with Hui, which fell to 312 million in April, and in the middle of May, this figure was less than 100 million.
From the GMV point of view, in January this year, Dong Yuhui won the monthly list of goods in Tik Tok for 921 million yuan in 22 days of live broadcast, and on February 16th, the sales reached 410 million yuan. In March, the phenomenon that the popularity of peers with Hui has declined has already appeared. In that month, although its live broadcast room ranked first in Tik Tok’s monthly list of goods, its sales volume dropped to 600 million yuan.
The decline of heat and GMV is largely related to Dong Yuhui’s absence from the live broadcast room.
From April 12th to 14th, Dong Yuhui didn’t appear in the live broadcast room for three consecutive days. The maximum number of online visitors in the live broadcast room with Hui did not exceed 50,000, and the cumulative number of viewers was 16 million, with an average daily sales of 7.5-10 million yuan. Similarly, from April 18 to April 21, Dong Yuhui also did not appear in the live broadcast room, and the maximum number of online users did not exceed 50,000, with an average daily sales of 7.5-10 million yuan.
In contrast, on the evening of April 7, Dong Yuhui broadcast live for two hours, and the popularity of the live broadcast room reached 250,000, and the cumulative number of viewers exceeded 11 million, with sales of 10-25 million yuan.

Obviously, whether Dong Yuhui appears in the live broadcast room has a considerable impact on the popularity and sales of his peers.
As a matter of fact, one of Tik Tok’s buddies had already given up.
Brother Xiao Yang has already expressed his attitude. Last year, when Xiao Yang’s apprentice "Yellow at the traffic lights" caused controversy because of bringing YSL beauty products, Xiao Yang’s vulgar goods also caused discussion. Xiao Yang asked his apprentice in the live broadcast room, "If I announce my withdrawal from the network, will you support it?"
At the beginning of March this year, when Brother Crazy Xiaoyang talked about the planning of three sheep in 2024 in the live broadcast room, he also mentioned that this year there will be fewer live broadcasts and more live entertainment, such as focusing on electronic syllables, concerts and film and television projects. If there is a special event, consider giving your fan account directly to the apprentice.
Dong Yuhui was unwilling to be a "peddler" from the beginning. After the essay incident last year, Dong Yuhui once said to Yu Minhong,
My personality is lazy, I like arty, and I have a headache and a cough when I sell goods. "I can’t take advantage of everyone’s love and concern for me and then turn myself into a sales champion to get more benefits."
Yu Minhong responded by saying, "I don’t want Yuhui to sell things there every day. I think his contribution to the company is a cultural contribution, a value contribution, and a contribution to the development of oriental philosophy. " Soon after, in an exclusive interview with China Daily, Dong Yuhui bluntly said, "Actually, I don’t like selling goods until now.".
In March this year, when talking about the planning of traveling with Hui, Dong Yuhui also said that he would spend one-third of his time doing agricultural products, one-third of his time leading everyone to go out and enjoy the mountains and rivers of the motherland together, and the rest of his time doing things related to literature and movies, doing interviews with celebrities and entrepreneurs, etc.
02
The pressure of public opinion from the outside world is a common problem faced by Dong Yuhui and Xiao Yang Ge.
Since he became popular, Dong Yuhui has been facing various controversies. According to statistics from third-party organizations, in 2023 alone, Dong Yuhui boarded the hot search for 223 times. After the small essay storm, the situation was especially serious. In the first two months of 2024, Dong Yuhui boarded 80 hot searches. Finally, at the end of February this year, after being questioned as "unprofessional" and "discriminating against women" for refusing to talk about underwear, Dong Yuhui emptied Weibo in a rage. Dong Yuhui called his behavior "the anger of a man". "Nothing can be changed, but I just want to do it."
Dong Yuhui, who withdrew from Weibo, still has to accept the trial of encirclement and suppression by netizens in Weibo. Since March this year, Dong Yuhui has been posted on Weibo Hot Search for many times, such as the ostentation and extravagance in Hubei, the poor quality of the explanation, the live broadcast of the museum delaying tourists’ visit, and the questioning of speaking English with Huo Qigang.
Dong Yuhui once mentioned that he was afraid when he saw hot search. "Endless, strange hot search, fear, really fear."
Brother Xiao Yang is also afraid.In December last year, Brother Xiao Yang said that the live broadcast room was becoming more and more boring. "There are too many people staring at me. If I play that game again, I will be gone long ago. If the live broadcast room is still as noisy as it was in the past, it will be long ago. "
Not long ago, Brother Xiao Yang boarded the hot search * because the electronic syllable "The price is ridiculously high" hosted by him was questioned. Some netizens spoke out. At the event site, a glass of pure water was sold to 20 yuan, while Red Bull and Pulse were sold to 28 yuan and 30 yuan respectively.

Brother Xiao Yang came forward to explain the situation, saying that all food and drinks on the scene of electronic syllables were clearly marked, and there was no fraud. And found that the price has been lowered after the high price, and the price of a bottle of water is 10 yuan, which is the price of previous electronic syllables. According to the report of The Paper, the staff of Wuhan Tieshu Culture Media Co., Ltd., one of the organizers, also said that the sales prices of the on-site items were all open and checked by the Market Supervision Administration.
Of course, the reason why a buddy in Tik Tok reduced the live broadcast is not limited to this. The risks and challenges faced by live broadcast are getting higher and higher. In the last five years, the scale of live broadcast in China has increased by 10.5 times, but the number of related complaints has increased by 47.1 times. This year’s Consumer Rights Day, both Dong Yuhui and Xiao Yangge were caught in a storm of public opinion because of the alleged problems with the meat-detained products.
"Public Opinion Analysis Report on Consumer Rights Protection with Live Broadcasting (2023)" also shows that the proportion of consumer rights protection with live broadcasting with goods of Crazy Xiao Yang Ge is second only to Li Jiaqi, reaching 31.3%, among which the problems of false propaganda and uncivilized goods are outstanding; Dong Yuhui ranked sixth with 4.4%.
The public statement that entrepreneurs retreat from the background is to pay more attention to corporate strategy, while the big anchor retreats from the background is to spare more time to do company management and seek new development routes.
As the legal representative and responsible person of Huihui, Dong Yuhui has to put more energy into the operation and management of Huihui’s company. He once said in the live broadcast room, "the rent is the blink of an eye, which is the salary of so many people."
Some time ago, when Dong Yuhui was questioned about the deterioration of quality, he also said frankly, "Now the energy is greatly dispersed. Maybe our company must have such a period of time when it is going to get on the right track quickly at the beginning. Please allow me some time. Of course, I will try my best to reduce and remove some and leave more preparation time for myself, but maybe I will be more calm when the company is relatively on the right track."
Dong Yuhui is only responsible for a team of dozens of people, while Xiao Yangge is responsible for a large enterprise with nearly 1,000 people. According to New Fortune, there are 54 enterprises under Xiao Yangge’s brother’s name, with a total registered capital of 330 million yuan, of which more than 40 are holding companies, and their business involves online celebrity brokerage, content distribution, supply chain management and other aspects of live e-commerce.
When Brother Xiao Yang disappeared into the studio, five disciples provoked the girder. For example, the seven bosses who broke into the top 20 of the list of goods for two consecutive months have only more than six million fans in Tik Tok. In November last year, the sales of goods brought by the seven bosses exceeded 100 million yuan in a single month, becoming the anchor of Xiao Yang’s disciples. Brother Zuizui, a disciple, once sold more than 50 million yuan in a single month. In addition to the family-run live broadcast room brought by apprentices, Brother Xiao Yang has hatched a matrix live broadcast room with sales exceeding 10 million in Tik Tok for at least 4 months.
Not only Dong Yuhui and Brother Xiao Yang, but also the live broadcast duration in Li Jiaqi is gradually decreasing. A year ago, the live broadcast duration in Li Jiaqi was reduced from 5 to 6 hours to 3 to 4 hours, and the rest of the time was introduced by the helper. Since the beginning of this year, the duration of live broadcast in Li Jiaqi has been further reduced. For example, from April 25th to May 5th, Li Jiaqi’s personal live broadcast rooms were all broadcast live by the helper, and Li Jiaqi’s live broadcast room disappeared for 10 days.
However, although Li Jiaqi disappeared in the live broadcast room, the view of the live broadcast room can reach more than 10 million; The "All Girls" live broadcast room and "All Girls’ Wardrobes" live broadcast by other anchors can also be stabilized at about 2 million and 5 million.
03
The deeper reason why the big anchor left the live broadcast room is that the live broadcast industry has entered a slow development track and needs to open up new business.
Brother Xiao Yang took aim at the short play. After falling out of the top 20 in February, Brother Xiao Yang responded in the live broadcast room that he was trying to concentrate on filming films. In April this year, Three Sheep Group opened its account "Three Sheep Theater" in Tik Tok. At present, there are 43,000 fans. The introduction is that the homemade short drama will be updated one after another, and the first short drama "Fu Ye, your bride is a big brother" is officially started.
Brother Xiao Yang’s video on the top of his account in Tik Tok has a photo with Stephen Chow, with over 14 million likes. Brother Xiao Yang has also publicly stated that he dreams of being a comedian and wants to make Stephen Chow’s comedy movies.
Dong Yuhui also seeks new ways for the growth and realization of the live broadcast room. In April this year, Dong Yuhui’s live broadcast room won the advertising sponsorship for the first time, and the polar fox car and OPPO mobile phone became the exclusive car and special mobile phone for the column of "Walking with Hui to read mountains and rivers" respectively.
At present, there are three columns in the live broadcast form of incubation in the live broadcast room with Hui. Apart from "Love Life" which is responsible for daily live broadcast with goods, there are also "Reading Mountains and Rivers" which focuses on the live broadcast of cultural tours and "Breaking Ten Thousand Volumes" which is responsible for guest interviews and reading specials. Obviously, there are more commercial spaces to explore in the live broadcast room with Hui.
A buddy in Tik Tok has reasons to go out of the live broadcast room, retire from the rivers and lakes or transform, but the reality is not so easy.
Now Xiao Yang Ge is a benchmark anchor being cultivated in Hefei and a traffic sign for the development of local e-commerce industry in Hefei. Hefei’s e-commerce layout around Xiao Yangge has also started. Crazy Xiao Yang Ge has been live broadcasting for key enterprises in Hefei for two consecutive years. Xiao Yang Ge also had a certain influence on the introduction of MCN institutions in Hefei. China Entrepreneur reported that in 2023, the famous game MCN institution Elephant Goose settled in Hefei High-tech Zone, which was related to the influence of crazy Xiao Yang Ge.
The same is true of Dong Yuhui. He once said in the live broadcast room that people traveling with Hui should have enough money to pay their employees’ salaries, plus the daily normal operation costs, which are maintained by selling goods.
And the East selection, even Tik Tok needs a head anchor like Dong Yuhui. On March 13 this year, Dong Yuhui revealed in the live broadcast that Tik Tok put forward many development ideas and expectations to his peers, especially hoping to develop faster with his peers. "Tik Tok’s requirements are too high, and there is a gap between his peers and Tik Tok’s expectations."
Before the eyebrow pencil incident in 79 yuan, Li Jiaqi once said to the camera in the live broadcast room, "I can stop working" and "Really, I have a headache to death every day and sit here every day". Li Jiaqi, who said this, had a hoarse voice and was very tired. However, although the popularity of anchors such as Want Want has increased, it still cannot replace Li Jiaqi.
Luo Yonghao had a live broadcast to pay off debts, and Luo Yonghao chose to start his own business again after paying off debts. However, despite the announcement of quitting the Internet, Luo Yonghao had to rebroadcast several times in the face of the pressure of making friends and the decline in traffic, shouldering the banner of making friends.
The traffic of live e-commerce is so large that the big anchor wants to retreat but can’t.It is not only the audience who are caught in consumerism in front of the camera in the live broadcast room, but also the big anchor who is illuminated by the spotlight in the live broadcast room.