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1.5 Pro with Deep Search 对小杨哥调查报告

英文原版：

小杨哥: The Rise and Fall of a Douyin Superstar

"小杨哥" (Xiao Yang Ge), the name that once echoed through the halls of Douyin, China's version of TikTok, has become synonymous with both spectacular success and controversy. His meteoric rise to fame, fueled by humorous content and savvy business acumen, captivated millions and propelled him to the forefront of China's booming e-commerce landscape. However, recent events have cast a shadow over his empire, raising questions about the sustainability of his model and the future of influencer-driven commerce in China.

From Humble Beginnings to Douyin Domination

Born Zhang Qingyang, 小杨哥 began his journey to internet stardom with his twin brother, Zhang Kaiyang, in the rural province of Anhui1. With a college degree, though perhaps not considered a high level of education in the context of their eventual success, the brothers turned to Douyin as their platform for creative expression1. Their videos, characterized by lighthearted pranks and relatable family dynamics, quickly resonated with audiences, particularly young netizens aged 18 to 302. This resonation exemplifies a broader trend: the internet's power to provide a platform for individuals from diverse backgrounds to achieve fame and financial success1.

小杨哥 readily acknowledges the collaborative nature of their content, stating, "My brother is more creative than me. Many of the comedic ideas are his. Without him, there would be no me." 3 Their content style, a unique blend of humor and sincerity, set them apart in the crowded world of Douyin influencers2. He masterfully employed "reverse marketing," showcasing products through exaggerated "failures" and comedic mishaps, creating a refreshing and engaging experience for viewers1. This approach, coupled with his family-centric narratives, fostered a sense of authenticity and trust, further solidifying his connection with his audience1.

Building an Empire: 三只羊网络

As his popularity soared, 小杨哥, along with his brother and partner Lu Wenqing, established "三只羊网络" (Three Sheep Network) in 20213. However, they didn't rush into business. Instead, they spent nearly half a year meticulously organizing their ideas and integrating resources3. This strategic approach laid the foundation for their multifaceted business venture, encompassing a diverse portfolio of activities, including:

Supply Chain Management: 三只羊网络 developed a robust supply chain to source and manage the products featured in their livestreams, ensuring quality control and efficient delivery4.

Brand Operations: The company actively engaged in brand building and marketing, collaborating with various companies and promoting their products through engaging content4.

Livestreaming: 小杨哥 leveraged his massive Douyin following to host highly successful livestreaming events, driving significant sales and revenue4. Notably, over 90% of the products sold in their live streams are domestic brands, highlighting their support for local businesses3.

Talent Incubation: 三只羊网络 expanded its reach by nurturing and promoting other aspiring influencers, creating a network of content creators4.

Investment and Star Management: The company diversified its operations by investing in promising ventures and managing the careers of celebrities and influencers4.

This approach transformed 三只羊网络 into a major player in China's e-commerce landscape, generating substantial revenue and contributing to the local economy through job creation and industry development3. Furthermore, their business model differed from traditional e-commerce by integrating content creation and entertainment, paving the way for a new form of "content e-commerce." 3

Beyond their business ventures, the brothers have also demonstrated a commitment to social responsibility. 小杨哥 donated 100,000 yuan to his hometown during the COVID-19 outbreak and 200,000 yuan to Zhengzhou during the flood in 20213. They also established "合肥三只羊助农科技有限公司" (Hefei Three Sheep Agricultural Assistance Technology Co., Ltd.) to help farmers in remote areas sell their products and contribute to rural development3. Their efforts to promote domestic products have even garnered recognition and support from official media, including collaborations with Xinhua News Agency's e-commerce channel and participation in CCTV's "开新嗨购夜" livestream with host Nigmat Rahman3.

This early period of success and seemingly genuine social responsibility painted a picture of a rising star with a strong moral compass. However, this image would soon be challenged as controversies began to emerge.

Cracks in the Facade: Controversies and Scandals

The trajectory of 小杨哥's career took a turn as controversies and accusations of misleading advertising began to surface. Several incidents cast doubt on the authenticity and quality of products promoted in his livestreams, eroding the trust he had carefully cultivated:

The "Hong Kong Meicheng" Mooncake Debacle: In 2024, 小杨哥 faced criticism for promoting "Hong Kong Meicheng" mooncakes as a high-end product, despite their primary production being in mainland China5. This incident sparked accusations of deceptive marketing and raised questions about his commitment to transparency.

The "Three No's" Hairdryer Incident: A hairdryer promoted in his livestream was found to be a "three no's" product, lacking proper certification, production standards, and manufacturer information8.

The "Lymph Node Meat" Controversy: 小杨哥 faced backlash for selling preserved meat with potential lymph nodes, raising concerns about food safety and quality control8.

Suspected Counterfeit Maotai: Allegations surfaced regarding the sale of counterfeit Maotai liquor in his livestream, further damaging his reputation and eroding consumer trust8.

These incidents, coupled with a public feud with fellow influencer Xinba, led to a significant decline in his popularity and a substantial drop in his Douyin followers9. It is worth noting that while these controversies paint a negative picture, there are instances where 小杨哥 has shown a different side. For example, he once reassured a nervous supplier during a live stream, demonstrating empathy and a supportive attitude1.

The controversies surrounding 小杨哥 are not isolated incidents. They reflect a broader trend of increased scrutiny and accountability within the influencer marketing industry8. As consumers become more discerning and aware of the potential for misleading advertising, influencers face growing pressure to prioritize transparency and ethical practices.

The Future of 小杨哥 and Influencer-Driven Commerce

The future of 小杨哥 and his company hangs in the balance. Whether he can regain the trust of his audience and rebuild his brand will depend on his ability to address these concerns and demonstrate a commitment to ethical and responsible business practices. His ability to adapt to the changing landscape of influencer marketing and meet the evolving expectations of Chinese consumers will be crucial to his long-term success.

The case of 小杨哥 serves as a cautionary tale for the wider influencer marketing industry. It highlights the importance of transparency, authenticity, and responsible product selection in maintaining consumer trust and ensuring long-term success. As the industry matures, influencers and platforms alike must prioritize ethical practices and consumer protection to foster a sustainable and trustworthy e-commerce ecosystem.

Furthermore, the "collective downfall" of several top influencers, including Xinba and Dong Yuhui, suggests a potential shift in the landscape of live streaming e-commerce8. This shift may lead to a more balanced ecosystem, less reliant on individual "superstars" and more focused on diverse voices and sustainable practices.

Conclusion

小杨哥's story is a microcosm of the complexities and contradictions inherent in the world of influencer-driven commerce. His journey from humble beginnings to Douyin dominance showcases the transformative power of online platforms and the allure of overnight success. However, his fall from grace serves as a stark reminder of the fragility of online fame and the enduring importance of ethical conduct and consumer trust.

His story is a reflection of the broader trends shaping the future of e-commerce in China. As the industry grapples with issues of transparency, authenticity, and accountability, the need for responsible brand management and consumer protection becomes increasingly critical. The rise and fall of 小杨哥 underscore the need for a more sustainable and ethical e-commerce ecosystem, one that prioritizes long-term value over short-term gains and fosters a genuine connection between influencers, brands, and consumers.

Works cited

1. 直播界的天花板，小杨哥的收入让人惊掉下巴！ - 网易, accessed December 19, 2024, https://www.163.com/dy/article/HUIUMU0305561C1Z.html

2. 2022's Top 6 Chinese KOLs You Need To Know - Jing Daily, accessed December 19, 2024, https://jingdaily.com/posts/2022-top-six-chinese-kols-you-need-to-know-liu-genghong-filxiaobai

3. 从农村走出来的“企业家”——疯狂小杨哥 - 中国网, accessed December 19, 2024, http://t.m.china.com.cn/convert/c_tp2mnq6v.html

4. www.qcc.com, accessed December 19, 2024, https://www.qcc.com/product/ad69521c6d89a5a1c68feb3edb9dec34.html#:~:text=%E5%85%AC%E5%8F%B8%E4%BB%8B%E7%BB%8D%EF%BC%9A%20%E4%B8%89%E5%8F%AA%E7%BE%8A,%E3%80%81%E6%8A%95%E8%B5%84%E3%80%81%E6%98%8E%E6%98%9F%E7%BB%8F%E7%BA%AA%E7%AD%89%E3%80%82

5. Chinese State Media Publish Sesame Street-Style 'One Belt, One Road' Propaganda Video, accessed December 19, 2024, https://www.whatsonweibo.com/one-belt-one-road-launches-sesame-street-style-propaganda-video/

6. 'Carpet Pacific': A Timeline of the Cathay Pacific Scandal Through Weibo Hashtags, accessed December 19, 2024, https://www.whatsonweibo.com/carpet-pacific-a-timeline-of-the-cathay-pacific-scandal-through-weibo-hashtags/

7. China Youth Federation: Ban Minors from Live Streaming Platforms | What's on Weibo, accessed December 19, 2024, https://www.whatsonweibo.com/china-youth-federation-ban-minors-from-live-streaming-platforms/

8. 小杨哥的“商业帝国”注定覆灭 - 新浪财经, accessed December 19, 2024, https://finance.sina.com.cn/tech/roll/2024-09-19/doc-incpshzs3779026.shtml

9. 2024年了，辛巴小杨哥还没“炒”够 - 投中网, accessed December 19, 2024, https://www.chinaventure.com.cn/news/78-20240906-382880.html

10. 小杨哥掉粉近1000万，背后的3个事实 - 网易, accessed December 19, 2024,

https://www.163.com/dy/article/JJ7LMTER0553VRO2.html

翻译：

小杨哥：抖音超级巨星的崛起与衰落

“小杨哥”，这个名字曾响彻抖音——中国版的TikTok——如今已成为巨大成功和争议的代名词。他凭借幽默的内容和精明的商业头脑迅速蹿红，吸引了数百万粉丝，并将他推向了中国蓬勃发展的电子商务领域的前沿。然而，最近发生的事件给他的帝国蒙上了一层阴影，引发了人们对他模式的可持续性以及中国网红驱动型商业未来的质疑。

从草根起步到称霸抖音

小杨哥，本名张庆杨，与他的双胞胎哥哥张开杨在安徽省的一个农村地区开始了他们的网络明星之旅 [1]。尽管在他们最终取得的成功背景下，大学学历或许不算高，但兄弟俩还是选择了抖音作为他们创意表达的平台 [1]。他们的视频以轻松的恶作剧和贴近生活的家庭互动为特点，迅速引起了观众的共鸣，尤其是 18 至 30 岁的年轻网民 [2]。这种共鸣体现了一个更广泛的趋势：互联网有能力为来自不同背景的人们提供一个实现名利双收的平台 [1]。

小杨哥坦然承认他们内容的协作性质，他说：“我哥哥比我更有创意。很多喜剧点子都是他想的。没有他，就没有我。”[3] 他们独特地融合了幽默和真诚的内容风格，使他们在竞争激烈的抖音网红世界中脱颖而出 [2]。他巧妙地运用“反向营销”，通过夸张的“失败”和滑稽的事故来展示产品，为观众创造了一种新颖且引人入胜的体验 [1]。这种方法，加上他以家庭为中心的叙事方式，培养了一种真实感和信任感，进一步巩固了他与观众的联系 [1]。

建立帝国：三只羊网络

随着人气飙升，小杨哥与他的哥哥和合作伙伴卢文庆于 2021 年成立了“三只羊网络” [3]。然而，他们并没有急于开展业务。相反，他们花了将近半年的时间精心组织他们的想法和整合资源 [3]。这种战略方法为他们多元化的商业冒险奠定了基础，涵盖了广泛的活动，包括：

供应链管理： 三只羊网络建立了一个强大的供应链，以采购和管理其直播中推荐的产品，确保质量控制和高效配送 [4]。

品牌运营： 该公司积极参与品牌建设和营销，与多家公司合作，并通过引人入胜的内容推广他们的产品 [4]。

直播带货： 小杨哥利用其庞大的抖音粉丝群主持了非常成功的直播活动，带来了可观的销售额和收入 [4]。值得注意的是，他们直播中销售的产品 90% 以上都是国产品牌，突显了他们对本土企业的支持 [3]。

达人孵化： 三只羊网络通过培养和推广其他有抱负的网红来扩大其影响力，创建了一个内容创作者网络 [4]。

投资和明星管理： 该公司通过投资有前途的企业和管理名人和网红的职业生涯来实现业务多元化 [4]。

这种方法将三只羊网络转变为中国电子商务领域的主要参与者，创造了可观的收入，并通过创造就业机会和推动行业发展为当地经济做出了贡献 [3]。此外，他们的商业模式不同于传统电子商务，它整合了内容创作和娱乐，为一种新的“内容电商”形式铺平了道路 [3]。

除了商业活动外，兄弟俩还表现出了对社会责任的承诺。小杨哥在新冠疫情爆发期间向家乡捐赠了 10 万元人民币，并在 2021 年郑州洪水期间捐赠了 20 万元人民币 [3]。他们还成立了“合肥三只羊助农科技有限公司”，帮助偏远地区的农民销售产品，为乡村发展做出贡献 [3]。他们推广国货的努力甚至得到了官方媒体的认可和支持，包括与新华社电商频道合作，以及参加央视主持人尼格买提主持的“开新嗨购夜”直播 [3]。

这段早期的成功和看似真诚的社会责任感描绘了一颗冉冉升起的新星，拥有强烈的道德指南针。然而，随着争议开始出现，这一形象很快将受到挑战。

光鲜外表下的裂痕：争议与丑闻

随着争议和虚假广告指控的浮出水面，小杨哥的职业生涯发生了转变。几起事件让人们对他直播中推广产品的真实性和质量产生了怀疑，侵蚀了他精心培育的信任：

“香港美心”月饼风波： 2024 年，小杨哥因将“香港美心”月饼宣传为高端产品而受到批评，尽管这些月饼的主要生产地在中国大陆 [5]。这一事件引发了虚假营销的指控，并引发了人们对他承诺透明度的质疑。

“三无”吹风机事件： 在他直播中推广的一款吹风机被发现是“三无”产品，缺乏适当的认证、生产标准和制造商信息 [8]。

“淋巴肉”争议： 小杨哥因销售可能含有淋巴结的腌肉而遭到强烈反对，引发了人们对食品安全和质量控制的担忧 [8]。

疑似假茅台： 有关在他直播中销售假冒茅台酒的指控浮出水面，进一步损害了他的声誉并侵蚀了消费者信任 [8]。

这些事件，再加上与另一位网红辛巴的公开争执，导致他的人气大幅下降，抖音粉丝数量也大幅减少 [9]。值得注意的是，虽然这些争议描绘了一幅负面图景，但也有一些例子表明小杨哥展现了不同的一面。例如，他曾在直播中安慰一位紧张的供应商，表现出同理心和支持态度 [1]。

围绕小杨哥的争议并非孤立事件。它们反映了网红营销行业内部日益加强的审查和问责趋势 [8]。随着消费者变得越来越挑剔，并意识到虚假广告的可能性，网红们面临着越来越大的压力，需要优先考虑透明度和道德规范

小杨哥和网红驱动型商业的未来

小杨哥及其公司的未来悬而未决。他能否重新赢得观众的信任并重建自己的品牌，将取决于他是否有能力解决这些问题，并展现出对道德和负责任的商业行为的承诺。他适应不断变化的网红营销格局并满足中国消费者不断发展的期望的能力，将对他长期的成功至关重要。

小杨哥的案例为更广泛的网红营销行业提供了一个警示故事。它强调了在维护消费者信任和确保长期成功方面，透明度、真实性和负责任的产品选择的重要性。随着行业的成熟，网红和平台都必须优先考虑道德规范和消费者保护，以培育一个可持续和值得信赖的电子商务生态系统。

此外，包括辛巴和董宇辉在内的几位头部网红的“集体陨落”，预示着直播电商格局的潜在转变 [8]。这种转变可能会导致一个更加平衡的生态系统，减少对个人“超级巨星”的依赖，更多地关注多样化的声音和可持续的做法。

结论

小杨哥的故事是网红驱动型商业世界中固有复杂性和矛盾性的一个缩影。他从草根起步到称霸抖音的旅程展示了在线平台的变革力量和一夜成名的诱惑力。然而，他的失宠也鲜明地提醒人们网络名声的脆弱性，以及道德行为和消费者信任的持久重要性。

他的故事反映了塑造中国电子商务未来的更广泛趋势。随着行业努力解决透明度、真实性和问责制等问题，负责任的品牌管理和消费者保护的需求变得越来越重要。小杨哥的兴衰突显了建立一个更可持续、更道德的电子商务生态系统的必要性，这个生态系统优先考虑长期价值而非短期收益，并在网红、品牌和消费者之间建立真正的联系。

1.5 Pro with Deep Search 对新闻事件调查报告

英文原版：

Gas Explosion Tears Through Shenzhen Luxury High-Rise, Leaving One Dead

A woman plummeted from a burning balcony as a catastrophic gas explosion ripped through a luxury apartment complex in Shenzhen, China, on December 11, 2024, at precisely 3:11 PM local time1. The explosion, which originated near Unit C on the 28th floor of the Yuefu Phase 2 residential tower in the upscale Shenzhen Bay district, claimed the woman's life and ignited a fierce fire that rapidly spread through the building2. This tragedy has sent shockwaves through the community, raising serious concerns about the safety of high-rise living in the city.

Chaos and Destruction in the Aftermath

The explosion's impact was felt far beyond the Yuefu Phase 2 complex. Witnesses in nearby office buildings described feeling the ground shake and hearing a deafening roar as debris rained down from the burning tower1. Images and videos quickly surfaced on social media, capturing the horrifying scene of flames and smoke billowing from the high-rise4. One particularly disturbing image showed the woman sitting on the balcony of her damaged apartment moments before falling to her death1.

Emergency crews, including 16 fire trucks and approximately 80 first responders, raced to the scene to evacuate residents and battle the inferno3. While authorities have confirmed the woman's death, the exact number of casualties remains unclear4. Adding another layer of complexity to the tragedy, it was revealed that one of the units affected by the fire had been listed for auction earlier in the year2.

Unraveling the Cause and Assessing the Damage

A gas leak is suspected to be the cause of the explosion, although the specific trigger is still under investigation2. The fire primarily ravaged floors 27 to 31, with the most extensive damage concentrated on the 27th floor and above2. Authorities have launched a comprehensive investigation to determine the precise cause of the explosion and evaluate the full extent of the damage.

Impact and Growing Concerns

This incident has shaken Shenzhen's community, raising concerns about the safety of gas lines and the adequacy of fire prevention measures in high-rise residential buildings. The Yuefu Phase 2 complex, known for its luxurious apartments, now serves as a stark reminder of the potential dangers associated with gas usage in densely populated high-rise environments.

The fact that one of the affected units was recently up for auction raises further questions2. Was the gas leak a known issue before the auction? Were proper safety inspections conducted? These questions are likely to be central to the ongoing investigation and could have significant implications for property management and real estate practices in the city.

Beyond the immediate impact on the residents of Yuefu Phase 2, this incident has broader implications for high-rise safety in China3. It could potentially lead to a review of building codes, fire safety regulations, and emergency response protocols in similar high-rise structures across the country.

Conclusion

The devastating gas explosion at the Yuefu Phase 2 apartment complex in Shenzhen has resulted in a tragic loss of life, significant property damage, and widespread concern about high-rise safety. While a gas leak is suspected to be the cause, a thorough investigation is underway to determine the exact circumstances that led to this disaster. The incident has brought to light critical questions about fire safety protocols, building codes, and the potential risks associated with gas usage in high-density residential buildings. As the investigation unfolds, the community awaits answers and reassurances, hoping that lessons learned from this tragedy will prevent similar incidents from occurring in the future.

Works cited

1. Huge fire and explosion at luxury apartment complex in China - Vietnam.vn, accessed December 19, 2024, https://www.vietnam.vn/en/chay-no-lon-tai-khu-can-ho-cao-cap-o-trung-quoc/

2. Auctioned luxury residence in Shenzhen Bay engulfed in explosion and fire, impacting lower unit, previously valued at 20m RMB - Dimsum Daily, accessed December 19, 2024, https://www.dimsumdaily.hk/auctioned-luxury-residence-in-shenzhen-bay-engulfed-in-explosion-and-fire-impacting-lower-unit-previously-valued-at-20m-rmb/

3. 28-Story Residential High-Rise in Shenzhen has Deadly Explosion – CTBUH, accessed December 19, 2024, https://www.ctbuh.org/news/28-story-residential-high-rise-in-shenzhen-has-deadly-explosion

4. Gas blast causes fire at luxury apartments in Chinese city of Shenzhen | South China Morning Post, accessed December 19, 2024, https://www.scmp.com/video/china/3290366/gas-blast-causes-fire-luxury-apartments-chinese-city-shenzhen

5. Gas blast causes fire at luxury apartments in Chinese city of Shenzhen - YouTube, accessed December 19, 2024, https://www.youtube.com/watch?v=9gRJNdPOgSE

深圳一豪华高层住宅发生燃气爆炸，造成一人死亡

当地时间2024年12月11日下午3点11分，中国深圳一豪华公寓楼发生灾难性燃气爆炸，一名妇女从燃烧的阳台上坠落 [1]。爆炸发生在位于高档社区深圳湾的玥府二期住宅楼28层C单元附近，导致该妇女丧生，并引发了一场迅速蔓延的大火 [2]。这场悲剧在社区引起了震动，引发了人们对该市高层住宅安全性的严重担忧。

爆炸后的混乱与破坏

爆炸的影响远远超出了玥府二期小区。附近办公楼里的目击者描述说，当碎片从燃烧的塔楼上如雨般落下时，他们感觉地面都在震动，并听到震耳欲聋的轰鸣声 [1]。社交媒体上迅速出现了现场的图片和视频，捕捉到了高层建筑冒出火焰和浓烟的可怕景象 [4]。一张特别令人不安的图片显示，这名妇女在坠楼身亡前，正坐在她受损公寓的阳台上 [1]。

紧急救援人员，包括16辆消防车和大约80名急救人员，火速赶到现场疏散居民并扑灭大火 [3]。虽然当局已经确认了该妇女的死亡，但确切的伤亡人数仍不清楚 [4]。更让这起悲剧复杂化的是，据透露，受火灾影响的其中一套住房在今年早些时候已被挂牌拍卖 [2]。

查明原因和评估损失

燃气泄漏被怀疑是爆炸的原因，但具体的触发因素仍在调查中 [2]。火灾主要影响了 27 层至 31 层，其中 27 层及以上楼层受损最为严重 [2]。当局已展开全面调查，以确定爆炸的确切原因并评估损失的全部程度。

影响和日益增长的担忧

这起事件震动了深圳社区，引发了人们对燃气管道安全性和高层住宅楼消防措施是否充足的担忧。以豪华公寓而闻名的玥府二期，现在成了一个鲜明的警示，提醒人们在人口密集的高层环境中，燃气使用存在潜在危险。

其中一套受影响的单元最近被挂牌拍卖的事实引发了更多疑问 [2]。燃气泄漏是拍卖前已知的问题吗？是否进行了适当的安全检查？这些问题很可能成为正在进行的调查的核心，并可能对该市的物业管理和房地产实践产生重大影响。

除了对玥府二期居民的直接影响外，这起事件对中国的高层建筑安全也产生了更广泛的影响 [3]。它可能会导致全国范围内对类似高层建筑的建筑规范、消防安全法规和应急响应协议进行审查。

结论

深圳玥府二期公寓楼发生的灾难性燃气爆炸造成了悲惨的生命损失、严重的财产损失，以及对高层建筑安全的广泛关注。虽然燃气泄漏被怀疑是原因，但正在进行彻底调查以确定导致这场灾难的确切情况。这起事件揭示了有关消防安全协议、建筑规范以及高密度住宅建筑燃气使用潜在风险的关键问题。随着调查的展开，社区正在等待答案和保证，希望从这场悲剧中吸取的教训将防止未来发生类似事件。