编者按：近日小杨哥在直播间就梅菜扣肉事件鞠躬道歉，直言“对不起兄弟们”。其实从去年下半年开始，小杨哥已经刻意淡出直播带货视野，但不妨碍他“躺着赚钱”，三只羊网络已签约2487个抖音账号，小杨哥“徒弟”都是粉丝数超500万的主播，月度带货GMV高达数千万甚至破亿。截至目前，小杨哥和其兄大杨哥实控的企业已经超过50家，涉及文化传媒、网络技术、电商、旅游、农业、食品、服饰等领域。
近日，小杨哥现身直播间，就梅菜扣肉事件向消费者鞠躬道歉，直言“对不起兄弟们”。
在稍早前，小杨哥公司已经发布了关于梅菜扣肉事件的情况说明，但此举未能平息网友的怒火。这也导致，小杨哥只能亲自开启直播说明事因。
实际上，从去年下半年开始，小杨哥已经刻意淡出直播带货视野。若非大促需要，他的带货频率已经降至一周一次，每场的直播时长也较以前大幅缩短。在艾媒咨询CEO兼首席分析师张毅看来，如今的小杨哥犹如一辆高速列车，任何一个微小的差错都可能演变成一场危机。
数据同样佐证了“淡出带货”的事实。今年2月份，作为粉丝量破亿的主播，小杨哥单月GMV跌出了抖音前20的位置，因为当月他仅进行了一场娱乐直播。而3月至今，小杨哥共进行了5次带货直播，累计GMV约1.07亿元。
不过，即便淡出直播带货，也不妨碍小杨哥“躺着赚钱”。根据飞瓜数据，截至发稿，小杨哥创立的MCN三只羊网络已签约2487个抖音账号，其中小杨哥的“徒弟”都是粉丝数超500万的主播，月度带货GMV高达数千万甚至破亿。
一位MCN机构运营人士告诉新浪科技，MCN与主播之间一般会按照不同的合作关系进行分成。比如独家合作但非MCN自身孵化的主播，MCN和主播之间一般按照4:6的比例来分账。
不仅如此，截至目前，小杨哥和其兄大杨哥实控的企业已经超过50家，涉及文化传媒、网络技术、电商、旅游、农业、食品、服饰等领域。
低频带货，逐渐隐退
简单再回顾下小杨哥的“传奇”经历：来自安徽六安农村，2019年从快手转战抖音开始崭露头角，2022年11月成为第一个粉丝量破亿的素人主播。目前“疯狂小杨哥”抖音账号粉丝数1.2亿，也就是说，中国每十个网民就有一个是小杨哥的粉丝。
实际上，去年5月，小杨哥就曾在直播中表示想要退网。新浪科技发现，去年下半年开始，小杨哥的直播带货次数基本维持在一周一次。
小杨哥以利用搞怪人设“反向带货”而出名，此前单月GMV排名常位于抖音主播前列。不过，根据飞瓜数据，去年11月和12月，“疯狂小杨哥”带货GMV已经跌出前10位，仅排在第14和20位。
今年1月，疯狂小杨哥以5.38亿元带货GMV重新跃至月度榜第6位。但来到2月，小杨哥没有直播带货，仅进行了一场娱乐直播，因此月度GMV也跌出了抖音前20的位置。而3月至今，小杨哥共进行了5次带货直播，累计GMV约1.07亿元。
相比起直播带货，小杨哥觉得，娱播涉及的环节少，相对也更轻松。而在艾媒咨询CEO兼首席分析师张毅看来，如今的小杨哥犹如一辆高速列车，任何一个微小的差错都可能演变成一场危机，近期低俗直播和产品质量风波的影响已经不堪重负。
在追求热度的路上，小杨哥多次“翻车”，多次被指涉嫌低俗擦边，发表非常出格的荤段子。近日发布的《直播带货消费维权舆情分析报告（2023）》还指出，与2022年相比，小杨哥的不文明带货舆情比例有所上升。
产品质量也是小杨哥备受争议的问题。近两年，知名打假人王海就曾多次发文，直指小杨哥销售假冒或劣质商品。最近一次是315期间，王海发文称，“疯狂小杨哥”直播间曾销售过3·15晚会曝光的“御徽缘”梅菜扣肉。
善于“分身”，也被“分身”反噬
不过，即便淡出直播带货，也不妨碍小杨哥“躺着赚钱”。2021年小杨哥创立MCN公司三只羊网络，根据飞瓜数据，截至发稿，三只羊网络已签约2487个抖音账号，覆盖总粉丝数达到3.87亿。
通过“收徒制”，小杨哥将红绿灯的黄、七老板、乔妹、嘴哥、卓仕琳、陈意礼多个主播收归麾下，这些“徒弟”全都是抖音粉丝超500万的主播，带货实力也非常不错。
比如主播“七老板”，小杨哥曾在直播中提到，“七老板”在护肤行业有10多年的经验，签约时粉丝仅有20多万，一个月带货几十万元。而根据飞瓜数据显示，如今“七老板”的粉丝已经达到643万，单月带货GMV突破亿元。
一位MCN机构运营人士告诉新浪科技，MCN与主播之间一般会按照不同的合作关系进行分成。比如独家合作但非MCN自身孵化的主播，MCN和主播之间一般按照4:6的比例来分账。
小杨哥徒弟“红绿灯的黄”
除了主播外，三只羊网络旗下的上千个账号，还有一部分则是获得切片分发授权的账号。对于直播视频被二创传播，小杨哥并不排斥，三只羊网络反而还上线了“众小二”App，让创入驻，让小杨哥在抖音上裂变出多个“分身”，低成本地实现直播间后续的引流带货变现。
根据官网显示，三只羊网络旗下分发超过1万人。三只羊方面曾披露，2022年共有11000多人获得三只羊网络的切片授权，人均收入17000元。以此估算，如果按5:5的比例分成，直播切片这项业务在当年就给小杨哥带来了1.87亿元的收入。
不过，小杨哥虽然将切片分发玩成了抖音的经典案例，但实际上也吃过“分身”的亏。今年2月，王海指出，三只羊网络认证的官方授权账号“疯狂小杨弟”销售假的五常大米，并且标明产品售后由三只羊负责。随着盘子越做越大，如何避免被“分身”反噬也是小杨哥不得不面对的问题。
实控超50家企业，“卷”向海外
淡出直播带货的小杨哥，已经重新给自己找到了新的定位。不久前小杨哥在直播中表示，“我现在都不带干网红这些事的，默默地把公司做好就行了。”
小杨哥逐渐从网红转型为企业家。他和三只羊网络的创收能力甚至堪比很多上市公司。据合肥市瑶海区委发布的信息，2022年三只羊网络直播带货产值超过100亿元，经营服务收入8.6亿元，纳税2.5亿元。2023年直播带货产值将超过300亿元，经营服务收入可达15亿元，纳税预计超过4.5亿元。
根据天眼查资料，截至目前，小杨哥和其兄大杨哥实控的企业已经超过50家，涉及文化传媒、网络技术、电商、旅游、农业、食品、服饰等领域。
尤其在文娱领域，小杨哥已经显露出不小的野心。此前，小杨哥宣布，今年将与知名品牌VAC联名，在全国各地开办音乐节。首场将在5月落地合肥，首批艺人阵容官宣次日，一万多套双日预售票一分钟内就售罄。
从去年斥资3000万搞小杨臻选演唱会，到先后拜访赵本山和周星驰，可以预测，带着企业家身份的小杨哥，和文体圈或将越走越近。
另外还有一个值得注意的动作，为了布局海外电商，去年10月，三只羊网络的控股股东进行更名，改为“三只羊（合肥）控股集团有限公司”，并将注册资本从3000万元提升至5000万元。这意味着，小杨哥将要带着直播带货的经验“卷”向海外市场，这也是小杨哥不当网红后的头等业务之一。
据了解，去年7月，三只羊网络启动了全球市场布局后，便开始组建出海团队、创建海外的MCN机构“Three Sheep Network”，并打通了海外物流供应链。
小杨哥将海外带货的首站选在了新加坡。今年1月，三只羊授权新加坡本地达人Shop With Sasax联合首播，开启了海外达人带货的第一步。首场直播结束不久，三只羊网络便宣布出海第二站将前往马来西亚。据新浪科技了解，目前第三站也在筹备之中。
关于新榜
• 作为数据驱动的互联网科技公司，新榜提供新媒体营销和企业服务系列产品，助力中国企业数字化资产获取与管理，服务于产业，以服务产业。
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