此次争端，看似是对品牌议价权的争夺，实际则反映了直播电商流量红利逐渐消失后依然激烈的内部竞争态势。
距离辛巴“开撕”三只羊已经过去一周，三只羊依旧选择冷处理，辛巴还在步步紧逼。
9月7日，辛巴再次发文称“法律的约束是道德的最低线”。此前辛巴曾表示给三只羊一周时间表明对消费者的态度，若一周后三只羊还无反应，则将开始对三只羊消费者的部分产品进行赔付和售后。
此次争端，看似是对品牌议价权的争夺，实际则反映了直播电商流量红利逐渐消失后依然激烈的内部竞争态势。
01
三只羊偃旗息鼓
辛巴步步紧逼
辛巴与三只羊的冲突源于定价权的争夺。在8月31日的一场直播中，辛巴上架了一款239元的“蟹太太”蟹卡礼盒，在首批产品售罄后联系品牌加货的过程中，辛巴表示品牌因给到自己更低的折扣价，而引来其他头部主播不满。尽管辛巴并未直接点名头部主播是谁，但其提到的“一亿粉丝”“国际公司”等标签无疑让外界联想到抖音平台的带货主播“疯狂小杨哥”。
9月1日，小杨哥旗下MCN机构“三只羊”的联合创始人卢文庆、CEO杜刚开启直播公开回应，斥责辛巴“蹭热度、蹭流量无底线”。9月2日，辛巴再度直播，不仅爆出多条三只羊“黑历史”，还表示曾对小杨哥直播早期给予诸多帮助，甚至连商业模式都是从辛选“照搬过去的”。
9月3日，卢文庆关闭了社交账号内容，小杨哥也仅在直播中表示“好企业哪有天天吵架的，请静观其变。”此后三只羊选择就事论事，对于辛巴提出的梅菜扣肉等产品质量和售后问题，卢文庆于4日回应称“事件发生后，调查结果出来前，公司积极应对做出了退款处理，包括但不仅限于退一赔三，事实上三只羊对每个客户的诉求都高度重视，建立了300多人的售后团队，保障客服数量回应机制，尽量满足客户的诉求。”
面对三只羊的回应辛巴并没有善罢甘休，9月5日晒出转账1亿元的网银电子回单截图，表示如果三只羊不对消费者进行赔付，辛选将替三只羊赔付消费者。
9月7日晚，小杨哥在直播间作出回应，称三只羊有三道售后服务解决消费者问题，直播期间小杨哥一度哽咽落泪，表示“有问题一定负责到底”。9月8日早间，辛巴再发文称“只要装可怜，就以为真的没事了”，但随后又将该文章隐藏。
02
直播带货乱象多
头部主播均难幸免
辛巴原名辛有志，是快手平台的头部带货主播，2017年成立辛选集团，公开资料显示，辛选集团目前已发展成为一家集供应链管理、红人孵化、数字电商、教育培训为一体的综合性数字新零售企业。
阵地在抖音平台的三只羊成立较晚，但发展速度十分迅速。天眼查显示，合肥三只羊网络科技有限公司成立于2021年，旗下拥有疯狂大杨哥、疯狂小杨哥、嘴哥、乔妹等主播。公开数据显示，2022年，三只羊直播带货产值逾百亿元，抖音交易额60亿元左右，经营服务收入8.6亿元；2023年直播带货产值预估超300亿元，经营服务收入达15亿元。
同为平台的头部带货主播，由蟹卡价格引发的冲突反映的是对于流量的焦虑，鳌头财经注意到，此前辛巴就曾多次因流量问题怒怼快手平台，之后也遭到了平台的相关处罚。“这是辛巴引流的惯用手法。”直播电商行业观察人士向鳌头财经表示，“在比较大的电商节点前辛巴总会作出相关操作，此前还局限在怼同平台主播和快手官方，这次将目标换成其他平台的主播，这是其获取外部流量的一种手段。”
此次争议，看似辛巴站在了维护消费者权益的道德制高点上，但无论是辛选还是三只羊亦或是其他直播电商，在公司化发展时暴露出的问题也都相似。
在产品质量上，辛巴直播间曾经售卖的“糖水燕窝”被打假，三只羊曾带货的“梅菜扣肉”品牌也被3·15曝光使用淋巴肉，东方甄选也曾爆出西梅汁、南美白虾存在食品质量问题。
在公司治理上，辛选前CEO管倩上任不到一年便被辞退，疑似遭到了辛巴徒弟“蛋蛋”的逼宫；三只羊旗下主播“红绿灯的黄”也曾因直播带货表现低俗被官方点名通报；东方甄选则因“小作文”事件最终使得董宇辉与东方甄选“分家”。
03
直播流量消逝
有人“开撕”有人“探路”
这一切事件的背景是直播电商的增速正在变慢。易观分析数据显示，今年第二季度，中国直播电商市场交易规模的同比增速已下降至12.6%，为近两年来最低，行业增速变慢。“在最近几个季度的时间里，部分平台制定实行了以流量为重、以成交为重的导向性政策，而要在流量与成交上能起到立竿见影的效果，极致低价就是最直接的举措。”易观分析报告显示。
另有行业观察人士向鳌头财经分析道，“流量增长放缓意味着行业不会再像前几年一样野蛮生长，规范化、差异化将是众多直播电商接下来长久发展的关键，在这一过程中行业也将面临新一轮的洗牌。”
换言之，低价为王，议价权争夺是此次冲突的导火索，根本原因则是行业增速变慢，各大主播面临着流量压力、GMV压力、监管压力，流量红利逐渐消失，有人选择抓紧红利期的尾巴造势，有人则选择寻找差异化突破，辛巴则属于前者。
三只羊属于后者，鳌头财经注意到，去年下半年，三只羊开始出海步伐，今年1月份，其将出海首站定在新加坡，与当地达人进行的首场合作直播便创下了Tik Tok电商板块在该地区的记录。此外，三只羊还在中国香港地区拓展版图，8月21日，三只羊控股（香港）有限公司正式开业，曾志伟担任三只羊中国香港分公司负责人，在当晚的直播中，在线观看人数超过110万，直播3小时销售额破1亿元。
实际上，三只羊基于流量达成的合作关系并不牢靠，在辛巴发难后，曾志伟去掉了抖音平台个人账号的“三只羊”认证，之后面对网友询问才发布了一张与大、小杨哥的合影照，并配文“我们好好的”。
另一方面，出海没有想象中轻松，“出海是众多直播电商机构的共同选择，但海外与国内有着不同的政策、市场、受众环境，国内的经验单一照搬照抄并不能持续发展，摸索出本地化的直播电商出海道路才是关键，否则只能是单场直播的昙花一现。”前述行业人士分析道。
随着环境的变化，如何形成直播电商的长尾效应，是每一家直播电商公司面临的共同问题，辛巴“开撕”三只羊或许只是个开始。
来源：鳌头财经
作者：汗青
声明：本文仅作为知识分享，只为传递更多信息！本文不构成任何投资建议，任何人据此做出投资决策，风险自担。
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