Zhuge Liang beheaded Ma Su with tears, wanting to behead the general he once valued and appreciated very much. His heart was like a knife, and he was very sad. But for the military’s heart and for the society, it must be the same.
To this day, Kuaishou’s mood may be the same.
As the "first live streaming host of Kuaishou", Simba has been banned by Kuaishou many times for selling fake bird’s nests, public provocation, stepping on wars and other incidents, but each time there is a lot of thunder and little rain. After all, Kuaishou is inseparable from the trading volume and commercial value of the Simba family, and blocking Simba is equivalent to cutting off his own flesh.
Therefore, the drama of "love and kill" between Kuaishou and Simba continued for many years. Recently,Kuaishou seems to have "killed" Simba.
At present, Simba’s Kuaishou account has disappeared, and the accounts of all the artists under Xinxuan have been urgently restricted by the official. In other words, the Kuaishou accounts related to Simba are being banned one by one.
NetEase Technology’s "Attitude" column asked Kuaishou and Xin Xuan about the incident, but neither side responded.
Simba says he wants to "bring down the platform"
The cause of the incident was actually that Simba "bombarded" Taiyuan Lao Ge, Ma Hongtao and others for endless touching porcelain during his own large-scale live broadcast.
But this anger soon spread to the Kuaishou platform.
Simba said that Taiyuan Lao Ge, Ma Hongtao and others did not hesitate to forge recordings to spread rumors about him, but the platform’s reply to this was unaware.
He denounced that this platform connives at emotional live streaming host, pointing to the collection (emotional live streaming host) 500 million protection fee to live, "no chivalrous heart, no public morality", it is "garbage platform"!
Simba even said:If the platform does not seek justice for him, he will be interviewed to reveal the platform’s emotional script live streaming host and the platform’s dirty deeds. Friendly reminder to the platform, this move will "bring down the platform"!
A storm broke out in the live stream and then fell into a scolding war, and he would shout directly at every turn, which was basically Simba’s "regular operation".
But unlike usual, Kuaishou quickly, accurately, and ruthlessly banned Simba’s live stream.
But Simba did not give up, and then he continued to go LIVE with his apprentice Xiaoluo’s account, and still put cruel words to the platform. It did not take long for Xiaoluo’s account to be blocked.
The third time, Simba used his apprentice Xu Jie’s account to go LIVE. Without saying a word, the account was still banned.
At this moment, Simba has felt the "guillotine" raised by Kuaishou, but he is still determined to challenge the platform to the end.
He asked the live streaming host "Egg" of the Xin Xuan team to go off the air quickly, and notified all the live streaming hosts of Xin Xuan, and immediately announced the’rest of all ‘! "
In fact, Kuaishou has banned Simba several times before.
In December 2020, there were rumors that Kuaishou would permanently ban Simba for selling fake bird’s nests, with a final ban of 60 days.
In October 2021, Simba accused Kuaishou in the live stream of giving traffic to actors and not to himself, which was banned by the platform and lifted again shortly after.
In March 2023, Simba was banned by Kuaishou for 48 hours for accusing Kuaishou of condoning emotional live streaming hosts to create false popularity and false data, and deceiving the elderly.
But it can be seen that Kuaishou has always adhered to the principle of "making big things small and small things small" to Simba, which is more of a warning meaning. He did not really hit him hard, and he never investigated Simba’s personal behavior to the entire Xin Xuan group.
But this time, the signal has clearly changed.
Behind the banning of many accounts of Simba and his apprentices, Kuaishou’s spearhead is directly aimed at the entire "Simba family". The ruthlessness of the method is unprecedented, and it may be unbearable.
Kuaishou and Simba’s many years of enmity and hatred seem to be at the point of complete liquidation.
Can Kuaishou lose Simba?
The conflict between Kuaishou and Simba is a typical story of "success and defeat".
Simba used to be the live streaming host of Kuaishou integrating all resources, competing with Viya, Li Jiaqi and Luo Yonghao on behalf of Kuaishou, which brought huge attention and commercial value to Kuaishou.
The Simba family with Simba as the core has also become the "first family" among the six Kuaishou families, making great contributions to the performance of Kuaishou’s e-commerce.
Taking 2019 as an example, Kuaishou’s prospectus shows that Kuaishou e-commerce achieved a total GMV 59.60 billion that year, of which the Simba family accounted for nearly 22%.
During the Double Eleven period in 2020, Simba ranked third on the whole network with a total turnover of 12.115 billion yuan, following Viya and Li Jiaqi. The other three live streaming hosts of Xinxuan "Little Egg Friends", "Cat Sister Who Loves Food" and "Shi Damei" ranked among the top ten in the total list of live streaming goods with 7.526 billion, 3.78 billion and 3.339 billion respectively.
Entering 2021, the conflict between Simba and Kuaishou has begun to heat up, but the Simba family is still able to maintain a high level of market competitiveness.
100 days after the 2021 fake bird’s nest incident, Simba’s re-broadcast sales reached 2.043 billion, total sales 15.9879 million, and even sold 2.60 billion in the double 11 special live broadcast.
By 2022, the GMV of Xinxuan Group has reached 50 billion. That year, Double Eleven, Xinxuan accumulated 116 million orders, of which more than 100 domestic brands with sales exceeding 10 million and 14 domestic brands breaking 100 million.
In 2023, the head of the investment center of Xinxuan Group revealed to NetEase Technology’s "Attitude" column that after the half-stage of the Double 11 promotion, the entire group’s GMV had reached more than 9 billion yuan, and Xinxuan’s target for this year’s Double 11 was 10 billion yuan.
These achievements became the foundation of Simba’s challenge platform, and also made his behavior more and more "presumptuous". There were many incidents of public provocation, trolling, and insulting others in the live stream. Every time he was criticized by the public, it also had a huge impact on Kuaishou’s image and reputation.
In fact, Kuaishou has never stopped "de-Simbasification," or de-familization.In Kuaishou’s unique family live streaming hosting ecosystem, the value of private domain traffic is extremely high, but it is not conducive to its commercialization, and the platform ecosystem is always not rich enough.
In 2021, Zhang Yipeng, the head of Kuaishou’s e-commerce marketing center, publicly stated that the platform is willing to give a part of the very precious traffic to the middle waist, hoping that the Kuaishou platform can become an eco-rich e-commerce community, and Kuaishou’s investment in supporting small and medium-sized live streaming hosts is not capped.
At the time, Erdonkey, still one of the Kuaishou family, also said, "The traffic is scattered, and the official wants to cultivate 10 4 million accounts instead of one 40 million live streaming host."
No platform wants to be "kidnapped" by its own live streaming host.
The six families of Kuaishou (in addition to the Simba family, there are also the Sanda family of Sanda Brother, the Zhangmen family of the abbot, the sister-in-law of Zhang Erlai, the donkey family of Erdonkey, and the 716 family of Pai Pai Qi), under the continuous rectification of the platform, most of them have learned to "keep a low profile", and some have even "found no such person".
Perhaps the tit-for-tat confrontation between Kuaishou and Simba this time was accidental and inevitable.
At this time, it seems to be the best time for Kuaishou to "break up" with Simba. Kuaishou has been sparing no effort to build an e-commerce ecosystem. The latest financial report shows that in 2023, Kuaishou e-commerce GMV broke through the trillion-dollar scale for the first time and reached 1.18 trillion yuan, continuing to gain market share. Q4 e-commerce GMV hit a new high in a single quarter, growing 29.3% year-on-year to 403.90 billion yuan.
When Kuaishou’s e-commerce plate became the same, the Simba family’s GMV share in Kuaishou was decreasing year by year.
From 2019 to account for nearly one-third of the platform’s GMV, by 2020, Kuaishou’s total revenue 81.10 billion, GMV reached 680 billion, and the Simba family accounted for 6% of the total GMV; by 2022, Kuaishou’s annual GMV was 901.20 billion yuan, and the Simba family was about 50 billion yuan, accounting for 5.5%.
But in terms of long-term strategy, Kuaishou’s complete "rift" with Simba also faces considerable risks.
First, there is no "replacement for Simba" in the Kuaishou ecosystem, and there is no successor for the super live streaming host; second, Kuaishou has just turned losses into profits in 2023 and has fully entered the era of profitability. Losing Simba at this time point may affect the financial performance and even cause Kuaishou’s e-commerce to be completely left behind.
No matter how this tit-for-tat ends, there is no real winner between Simba and Kuaishou.
