Summary of Key Points
Dàyáng Ge, who had been out of the live streaming business for nearly 600 days, recently reappeared in the public eye as a lecturer for a "live streaming e-commerce training camp," promoting introductory courses priced at 1980 yuan and advanced courses at 19980 yuan through the "Sānzhīyáng Dà Kètáng" platform. However, the course promotions heavily featured Dàyáng Ge's speaking footage without making it clear that he only made occasional appearances (with most of the lessons taught by internal instructors), which led to accusations of "overcharging customers." After public backlash, the courses were quickly taken down within 48 hours. This incident not only exposed compliance issues with knowledge-based payment marketing but also reflected the company's anxiety about losing its core IP influence and shrinking business operations: the number of followers dropped from 120 million to 95.6 million, key partners terminated their agreements, and gross merchandise value (GMV) decreased. Moreover, it is still uncertain when Dàyáng Ge will return to live streaming.
Detailed Analysis
1. The "Deception" in Course Sales: Using Dàyáng Ge's IP to Attract Customers, but the Product Doesn't Match the Promise
Do you think spending 1980 yuan will grant you direct instruction from Dàyáng Ge himself? It's a scam. The promotional videos show Dàyáng Ge holding a microphone, giving the illusion that he teaches the entire course, but in reality, he only appears occasionally to share insights, with most of the lessons delivered by internal instructors. The lack of clear communication about his role as a non-permanent tutor led to a significant disconnect between user expectations and the actual experience. It's like buying concert tickets with a celebrity performer advertised on the poster, only to find that the star performs one song while the rest is sung by backing singers—anyone would feel deceived, no wonder people called it "overcharging."
2. Quick Removal from the Market: Public Criticism and Regulatory Pressure
The courses failed quickly due to overwhelming pressure. On one hand, the hashtag #Sānzhīyáng Dàyáng Ge Bu Zhíliú Gǎi Mài Kè# (Dàyáng Ge Not Live Streaming but Selling Courses) became a trending topic, with netizens criticizing the "false advertising." On the other hand, Sānzhīyáng had a history of violations: in 2024, they were fined 68.94 million yuan for false advertising related to Meichéng mooncakes. Repeating such misleading marketing could violate the Advertising Law. Therefore, they quickly removed the videos and took down the courses within 48 hours, with customer service claiming it was due to "business adjustments," essentially a precautionary move to avoid further damage to their brand reputation.
2. Course Sales Were Not an Impromptu Decision: Sānzhīyáng Had Been Planning Education for Years
Don't assume this was Dàyáng Ge's sudden decision to start selling courses. In 2023, they established Hefei Sānzhīyáng Education Technology Co., Ltd., and in July 2024, they began offering offline courses (with basic courses costing 3980 yuan and advanced ones 9980 yuan). Rebranding and lowering prices indicates a well-planned new business strategy: expanding from live streaming to providing training services to help others succeed in the industry.
3. Sānzhīyáng's Transformation Dilemma: Declining Core IP Influence and Business Turmoil
Why the rush into knowledge-based payments? Their original live streaming business was struggling. After Dàyáng Ge's departure, the viewership and GMV of their remaining hosts declined significantly. Key partners also terminated their agreements, and Dàyáng Ge's TikTok followers dropped from 120 million to 95.6 million. They needed to find new growth areas, and knowledge-based payments were one attempt. However, this failed, highlighting their uncertainty about the next step in their transformation.
4. Will Dàyáng Ge Return to Live Streaming?
The biggest question is when Dàyáng Ge will return to live streaming. The company has not provided a clear answer; only their artists vaguely mentioned "soon," but this isn't convincing. After the previous fines, they are cautious about making another comeback, fearing both potential issues and loss of fan support. The recent failure with course sales further indicates that they haven't found a stable direction for their transformation.
Conclusion
Sānzhīyáng's attempt at course sales is a desperate move by a top-tier MCN facing declining core business performance. Their reliance on their IP while using misleading marketing strategies reveals a lack of compliance awareness. The quick removal of the courses shows their sensitivity to risks. Moving forward, they must either restore trust in their core IP or find a new, sustainable business model; otherwise, their transformation will be even more challenging. As for Dàyáng Ge's return, it depends on their ability to resolve the current trust and operational challenges.