please give me a summary in a paragraph of the following case study, having in mind to answer questions related to external factors afterwards "Step into the livestream of the “Crazy Yang Bros” on TikTok, and you’re in for a wild ride filled
with humor and high jinks. In this digital arena, the dynamic duo, twin brothers Zhang Qingyang and
Zhang Kaiyang, are far from average salespeople. They subject each item to hilariously over-the-top
“stress tests” and exaggerated demonstrations, offering their audience not just a shopping experience,
but a full-on entertainment spectacle.
Back in 2018, the Yang brothers started making their mark with comedic shorts on TikTok. By early
2020, they pivoted to the live commerce scene, tapping into viewers’ appetite for novelty, humor, and
the outright bizarre. They began infusing their product showcases with a sense of fun, cleverly
blending humor with merchandise to create engaging and entertaining shopping experiences. This
unique approach, mixing comedy with unconventional product promotion, didn’t just win them over
100 million TikTok followers; it also revolutionized live commerce, significantly boosting their
popularity and revenue.
However, with great success came a new challenge: video editors began clipping their livestream
videos, repackaging them into various shorts for their own channels, aiming to cash in on the Yang
phenomenon. This not only led to some consumers being duped into buying subpar products,
believing they were endorsed by the Yang brothers but also caused confusion and dismay, raising
questions about authenticity and trust in the live commerce space. Faced with the piracy of their content, how will the Yang brothers tackle this new hurdle?
The Yang Bros’ Viral Comedy
In 2015, Zhang Qingyang was a college student who ventured into the world of short video creation
on Kuaishou, adopting the username “Crazy Yang Bros.” This marked the beginning of his journey in
content creation. Initially, Qingyang’s videos showcased his daily life with his dorm mates, featuring
activities like practicing robot dancing and engaging in comedic exchanges with roommates. Despite
their simplicity, these videos quickly attracted a significant audience.1
By 2017, the “Crazy Yang Bros” had amassed 3 million followers on Kuaishou, carving out a niche
for themselves on the platform. Their content began to diversify, focusing on humorous pranks and
interactions involving Qingyang’s twin brother Kaiyang, his girlfriend, and his parents, alongside
relatable scenarios such as introducing his girlfriend to his parents. The Yang brothers, Qingyang and
Kaiyang, expanded their comedic repertoire beyond mere slapstick, creating content that struck a
chord with viewers. During this period, they began monetizing their content through video play
rewards, fan donations, and brand partnerships.2
In 2018, following a platform overhaul on Kuaishou, the Yang brothers transitioned to TikTok (see
Exhibit 1), continuing under the “Crazy Yang Bros” account for their official debut.3 Their relatable
comedic videos swiftly garnered a massive following on TikTok, surpassing 8 million followers by
October 2018.4
September 2019 saw the launch of their “Desperate Weekend” video series, which centered around
Qingyang’s persona as an “internet-addicted youth” facing humorous dilemmas with Kaiyang. This
series introduced even more memorable comedic narratives, driving a significant increase in views and
likes. Thanks to the “Desperate Weekends” series, the Yang brothers’ follower count soared past 40
million by May 2020, propelling them into the ranks of top creators on TikTok.5
Mastering the Art of Live Selling
The live selling phenomenon on TikTok caught the attention of the Yang brothers, drawing them
into the vibrant world of e-commerce streaming. In this domain, hosts not only showcase products but
also provide purchase links during their livestreams, earning slot fees and sales commissions. Eager to
leverage their substantial following for financial gain, the Yang brothers launched their first live selling
event on May 29, 2020. Data from Duan Fish revealed that their debut attracted nearly 10.63 million
viewers and resulted in 106,600 products sold, generating estimated revenues of over ¥5.6 million①.6
Despite these impressive numbers, the results fell short of the duo’s expectations, given their 40
million-strong follower base at the time. Following live selling events received lukewarm responses,
leading to a decrease in their frequency. By year’s end, the brothers pivoted back to creating short
videos, moving away from live selling.
However, everything changed in mid-2021 when they collaborated with TikTok celebrity host
Annie, who introduced them to “reverse selling” during periods of low performance—a strategy
promising better outcomes than conventional methods.7 This advice reinvigorated the Yang brothers,
who began to innovate in their sales techniques. In later livestreams, they cleverly wove humor into their sales pitches, engaging in exaggerated fails
and comically reacting during product taste tests, delighting their audience (see Exhibit 2). They also
interacted in real-time with viewers, often delivering unexpected humorous comments, thus injecting
additional comedy into their broadcasts. This novel approach not only sustained the popularity of their
livestreams but also significantly improved their sales figures. By the end of 2021, they consistently
ranked among the top three in sales on TikTok, marking a remarkable turnaround.8
Despite growing livestream popularity, the Yang brothers chose not to increase their broadcast
frequency to maximize sales momentum. In 2022, they adhered to a modest streaming schedule of
about twice a week, totaling approximately nine sessions per month—a cadence less frequent than
many top livestreamers.9 Pai Dai statistics from August to October 2022 showed that “East Buy” and
“Crazy Yang Bros” were the top two in total sales volume on TikTok. Yet, the Yang brothers’ average
sales per stream significantly outpaced East Buy, who streamed nearly 30 times a month, underscoring
their superior sales efficiency (see Exhibit 3).
Employing humor and a reverse selling strategy led to an explosive increase in followers for the
“Crazy Yang Bros.” By March 2022, they boasted 70 million followers, becoming the most followed
account on TikTok. Remarkably, they shattered this record within just eight months; by November
2022, the “Crazy Yang Bros” had crossed the 100 million follower threshold, becoming the first TikTok
account to achieve this milestone and cementing their status as a leading account on the platform.10
Boosting the Scenes
The seamless collaboration and professional support from their team have been crucial to the Yang
brothers’ successful transition to e-commerce livestreaming hosts. In March 2021, they founded Hefei
Three Sheep Network Technology Co., Ltd. (“Three Sheep Network”), which began to thrive in
February 2022 (see Exhibit 4). 11 This transition ushered in a more professional approach with
dedicated product selection, supply chain, and operations teams for the “Crazy Yang Bros”
livestreams.
In product selection, Three Sheep Network thoroughly analyzed the Yang brothers’ fan base,
tailoring product choices to factors like gender and age, and introducing various price tiers. They
broadened their product range from basic snacks, beverages, and daily necessities to include beauty
and skincare products, kitchen and household appliances, and home textiles.12 This diversification
enriched the Yang brothers’ livestream offerings, featuring items from low-cost ¥3 snacks and ¥5 mops
to premium ¥1999 floor cleaners and ¥2799 massage chairs, meeting a wide spectrum of consumer
needs.
On the supply chain side, Three Sheep Network harnessed internet technology to streamline their
supply chain system, implementing “paperless office” practices and offering suppliers comprehensive
online services. This system covers everything from supplier screening and product submission to
quality control, livestream product selection, contract signing, and financial settlement, providing
“one-stop” solutions that boost operational efficiency.13
Operationally, Three Sheep Network has broadened its scope beyond mere livestream sales. In July
2022, they trademarked “Yang’s Premium Selections,” embodying the brand ethos of “Great products,
affordably priced.” By marketing a diverse array of daily essentials, food and snacks, and personal and home cleaning products that deliver value for money, they’ve expanded consumer choices
significantly.14
The Controversy over Stolen Livestream Videos
The meteoric rise of the “Crazy Yang Bros” in the livestreaming sales arena on TikTok has ignited
widespread interest in its commercial viability. This fascination has spurred the growth of a “clip video
industry” closely linked to the livestream sales domain, especially those featuring the Yang brothers.
Suddenly, TikTok saw an influx of accounts such as “Krazy Yang Bros,” “Crazi Yang Bros,” and
“Crazy Yang Minis,” all sporting the Yang brothers’ images as profile pictures and sharing clips from
their livestreams. These snippets showcased unforgettable moments like their exaggerated reactions to
tasting snail noodle soup, comically aggressive slipper sales tactics, and humorous egg demonstrations
on non-stick pans. Accompanied by textual commentary and over-the-top laughter, these brief videos,
lasting anywhere from a few seconds to several minutes, garnered massive attention. Some clips
achieved viral status, amassing hundreds of thousands of likes and landing on TikTok’s trending lists,
thus reaching a broader audience.
These imitator accounts capitalized on the Yang brothers’ comedic flair to attract significant
viewership, eventually beginning to feature clips of the Yang brothers endorsing products or
promoting items, purportedly offering “The Same Items Featured in Crazy Yang Bros’ Livestream.”
Unfortunately, consumers who made purchases were often met with substandard goods or products
that bore little resemblance to those featured in the videos. Misled into believing these were Yang
brothers-endorsed items, many customers were left deeply dissatisfied.
These impostor accounts, exploiting the Yang brothers’ popularity for views and profits, have been
deceiving consumers with inferior products, thereby marring the Yang brothers’ reputation. Faced
with such a dilemma, how should the Yang brothers respond?
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