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in the past, xiao yangge and li dan of xiaohongshu both succeeded in live streaming with the theme of "brotherhood" and occupied the market, but when the pie became smaller and the competition became more intense, they had to face the reality - competing for living space. the "hairy crab" incident is another test for the live streaming industry.

simba scolded xiao yangge for "hairy crabs", and the cumulative gmv of the live broadcast reached 185 million yuan, far exceeding the estimated gmv of more than 90 million per game in the past 7 days. xiao yangge's "crying" live broadcast set the best performance of the crazy live broadcast account in the past four months.

this makes people think: is the live streaming industry a win-win cooperation or a zero-sum game? can the former brotherhood continue to be maintained, or will they have to become competitors?

from "brothers" to "competitors"

the top anchors are facing traffic anxiety and try to relieve their anxiety through "war of words". however, is this method worth advocating? frequent negative news will give users a negative impression of the entire industry.

the future of the live streaming sales industry depends on the win-win cooperation model between the two parties. only by finding the right method can the industry develop healthily and long-term.

new competitive landscape

in addition to the top anchors, video accounts have also risen rapidly. in 2023, the gmv of video account live streaming sales increased nearly 3 times, and the number of orders increased by more than 244%. new players have broken the single model. xiaohongshu has also joined this "big stage", and the appearance of li dan has brought new possibilities to the live streaming sales industry.

future outlook

faced with increasingly fierce competition, top anchors need to find new directions and seek opportunities for win-win cooperation. if they always rely on "war of words" to relieve anxiety, it will be unsustainable and will eventually affect the healthy development of the entire industry.