作者丨陈欣 出品丨鳌头财经 2月26日，一则来自三只羊集团的官方声明，让近期沸沸扬扬的"借壳上市"传闻戛然刹车。 针对网络上大量传播的"三只羊借壳上市成功"消息，三只羊（合肥）控股集团有限公司当日发布严正声明，明确否认任何形式的上市计 划，并指出相关传闻"仅为海外直播运营业务合作"。 这场持续月余的传闻，最终以一纸辟谣告一段落。 四句话澄清事实 2月26日中午，三只羊网络官方公众号发布声明，针对近日不实信息作出回应。据证券时报、央广网等多家权威媒体报道，声明核心内容 如下： 第一，否认上市。截至目前，三只羊集团及旗下公司均未有任何形式的借壳上市、整体上市、IPO申报。 第二，解释传闻来源。网传"三只羊登陆纳斯达克""借壳美股公司"等内容，仅为海外直播运营业务合作。 第三，警示诈骗风险。截至声明发布之日，三只羊集团未授权任何机构、个人以"上市"名义开展募资、原始股销售、股权转让等活动， 凡以此名义进行的均为诈骗行为。 海外真实的业务拓展 第四，追究法律责任。对于恶意编造、传播虚假信息、误导公众与投资者的行为，公司已固定证据，将依法追究法律责任。 三只羊集团在声明中呼吁社会各界以官方账号发布信息为准，不信谣、不传 ...

最近，"三只羊借壳上市"的消息在网上传得沸沸扬扬，甚至还有 "登陆纳斯达克" 的说法。 面对愈演愈烈的资本传闻，三只羊集团火速发布声明，直接严正辟谣：公司目前暂无任何上市计划，所谓海外上市，不过是正常的海外直播业务合作。 剥掉那些资本故事的虚假包装，如今的三只羊，正处在成立以来最艰难的时刻。 国内复播后业绩惨淡，核心主播大量流失，转型带来的阵痛还在不断加剧。 流量光环褪去，靠热度撑起的神话慢慢降温，三只羊正在独自吞下转型的所有苦涩。 曾经有多风光，现在就有多煎熬。 01 三只羊的"借壳"迷雾 事情的起因，要追溯到一家名不见经传的纳斯达克上市公司——Rich Sparkle Holdings（股票代码：ANPA）。今年1月，这家公司宣布以9.75亿美元的价 格，收购一家名为Step Distinctive的公司。而正是这家被收购的公司，将三只羊集团与"上市"二字关联在了一起。 巧合的是，在Rich Sparkle Holdings成功登陆纳斯达克的2025年7月，"Step Distinctive Limited"在相近的时间于英属维尔京群岛注册成立。 事实上，不论是"Rich Sparkle Holdings ...

以下文章来源于财经三分钟 ，作者杨瑞 财经三分钟 . 4 亿中产财经资讯平台，专注深度财经商业报道。由财经媒体人杨瑞团队执笔，出品《广州租售同 权》、《北京学区房多校划片》、《国家抢占人工智能制高点》等多篇千万级刷屏文章。 ----------------------------- 作者：杨瑞 来源：财经三分钟 2026年初， 小杨哥最得力的大徒弟七老板，正式宣布与三只羊MCN解约，选择单飞闯荡。 消息一出，网友哗然。 有人惋惜师徒情谊终究抵不过现实，有人称赞她敢闯敢拼，也有人疑惑，曾坚定表态"不可能离开 三只羊"的七老板，为何会在这个节点，斩断与师父、与曾经成就自己的平台的关联。 她选择在此时单飞， 核心原因，离不开小杨哥的风波与三只羊的困境 。 小杨哥的停播，是三只羊由盛转衰的转折点，也是七老板命运的分水岭。 ▲ 图源：微博 2024年9月，小杨哥团队因直播带货"香港美诚月饼"涉嫌虚假宣传，被合肥市监局处以6894.95万 元的高额罚款，旗下全矩阵账号被责令停播整顿。 从此，小杨哥淡出公众视野，复出之路至今仍未明朗。 小杨哥是三只羊的灵魂人物，更是整个MCN的流量核心。他的停播，让三只羊陷入了前所未有的危 ...

停播整改一年多，三只羊旗下主播要么流失，要么低调复播。小杨臻选自有品牌和东南亚市场则成为三 只羊直播翻盘的希望。在专业人士看来，三只羊的核心问题不在于流量缺失，而是原有商业模式失灵， 难以将流量变为"留量"。 2月3日，北京商报记者获悉，三只羊旗下知名主播"七老板"近日在抖音账号上宣布已与三只羊公司解 约。截至记者发稿，七老板抖音账号粉丝数为584.8万。 弱化品牌标识 沉淀百万甚至千万级粉丝的主播是直播机构的重要资产，主播流失或与品牌划清界限，对于被重创的三 只羊来说无疑是雪上加霜。飞瓜数据显示，2024年9月，三只羊旗下签约人数超2000位，截至记者发 稿，其签约人数已降至321位。 在"去小杨哥化"的阵痛中，三只羊尝试通过发展自有品牌"小杨臻选"、探索出海业务等途径寻找新出 路。2025年11月，三只羊海外业务负责人李健对外透露，三只羊在新加坡、马来西亚、越南稳居东南亚 跨境MCN前三。他还表示，公司未来会加速海外扩张，下一步重点登陆巴西市场。 2025年4月，三只羊自营品牌小杨臻选App在多个应用市场上线。据了解，小杨臻选会员费为99元/年， 价格仅为东方甄选会员的一半，会员折扣为8.5折。开通界面显 ...

舆情反噬仍在影响三只羊，500万粉丝大主播选择割席。2月3日，北京商报记者获悉，三只羊旗下知名主播"七老板"近日在抖音账号上宣布，自己已和三只 羊公司解约。 停播整改一年多，三只羊旗下主播要么流失，要么复播低调。小杨臻选自有品牌和东南亚市场则成了三只羊直播翻盘的希望。在专业人士看来，三只羊的核 心问题不在于流量缺失，而是原有商业模式失灵，难以将流量变为"留量"。 停播期间，三只羊旗下主播如"小雨女装"、"红绿灯的黄"、陈意礼等在抖音主页取消了三只羊MCN的标识。有主播以垂类账号低调复播，进一步降低对三 只羊IP的依赖。 主播弱化公司标识 关注三只羊的粉丝对七老板并不陌生，截至发稿，她的抖音账号粉丝数高达584.7万。 公开资料显示，七老板于2022年加入三只羊，成为公司创始人小杨哥的徒弟。她擅长美妆，是三只羊旗下首位单月销售额破亿的主播，曾被小杨哥称为"抖 音美妆一姐"， 然而，2024年9月一场"假月饼"事件风波，让三只羊遭受舆论重创。除了公司创始人大杨哥和小杨哥，七老板和其他主播也被卷入风波中。三只羊公司不仅 被监管部门罚没超6800万，旗下账号也被平台停播整顿。此后，三只羊抖音主账号停播，大杨哥、小杨哥 ...

Core Insights - Super anchors are actively trying to engage consumers' freshness and drive traffic for their companies during major promotional events like "6·18" [1][2] - The use of virtual digital personas and personal branding strategies by super anchors like Luo Yonghao and Viya demonstrates their ongoing relevance in the live-streaming industry [2][4] - Despite facing challenges and a more cautious approach due to regulatory scrutiny, super anchors remain integral to driving sales and brand visibility [5][8] Group 1: Super Anchor Activities - Luo Yonghao's recent live stream on Baidu e-commerce attracted over 3 million viewers, showcasing the power of super anchors in driving traffic [1][2] - Viya has also engaged her audience through fashion shows and personal content, enhancing her connection with fans and driving sales for brands like TOSEE and 法麦罗 [2][3] - The "谦寻超级会员" mini-program has successfully leveraged Viya's influence, leading to sold-out items during promotions [2][4] Group 2: Brand and Business Strategies - TOSEE and 法麦罗 have established a presence on platforms like Taobao, with TOSEE's flagship store boasting 107,000 followers and products priced between 100-500 yuan [3] - The cautious approach of companies like 谦寻 in managing the association with super anchors reflects a strategy to maintain a safe distance while maximizing brand value [4] - Super anchors' personal brands are seen as valuable assets that can reduce marketing costs and enhance brand visibility [4][8] Group 3: Industry Trends and Challenges - The live-streaming industry is witnessing a shift towards nurturing new talent and diversifying the roster of anchors to mitigate risks associated with individual super anchors [5][9] - Regulatory pressures and past controversies have led to a more subdued presence of super anchors, with many opting for reduced exposure [5][6] - The importance of a strong supply chain is emphasized as a critical factor for supporting super anchors and ensuring product quality, which is essential for maintaining consumer trust [9]

Core Viewpoint - The recent activities of the company "Three Sheep" suggest a potential return of the popular streamer "Xiao Yang Ge" to the public eye, following a year-long hiatus, as indicated by the launch of live streaming by other hosts under the same brand and promotional content featuring Xiao Yang Ge [1][4][6]. Group 1: Recent Developments - Three Sheep's hosts began live streaming on Douyin, attracting significant attention with over 100,000 viewers during the initial broadcast [3]. - The official WeChat account of Three Sheep released a charity post featuring Xiao Yang Ge, interpreted as a signal of his possible return [4]. - The live streaming event on September 15 showcased low-cost products, indicating a cautious approach to re-entering the market [6]. Group 2: Market Response - The sales figures from the recent live stream were significantly lower than Xiao Yang Ge's previous performances, with sales ranging from 250,000 to 500,000 yuan for the top host [7]. - Despite the lower sales, the structured approach to the live stream indicates a serious intent to re-establish the brand [7]. Group 3: Strategic Expansion - During the hiatus, Three Sheep has been actively exploring various avenues, including international expansion and the establishment of a self-owned platform [8][10]. - The company launched the "Xiao Yang Zhen Xuan" app, aiming to replicate its influence, although initial sales figures have been disappointing compared to Douyin [12]. - The "Ten Thousand Sheep Plan" aims to cultivate a large number of new hosts and brands, indicating a long-term growth strategy [13]. Group 4: Industry Challenges - The regulatory environment for live streaming has tightened, with new guidelines being introduced to manage the industry more effectively [17][21]. - The shift in platform strategies towards smaller hosts and away from super influencers suggests a changing landscape that may impact the return of Xiao Yang Ge [17][21]. - The public sentiment towards the brand remains mixed, with some fans expressing eagerness for a return while others remain skeptical due to past controversies [25][26].

Core Viewpoint - The recent live broadcasts by three hosts under the brand "San Zhi Yang" on Douyin showed limited sales performance despite significant viewer engagement, indicating potential challenges in the brand's current marketing strategy and product appeal [1][2]. Group 1: Live Broadcast Performance - Three hosts, including Zui Ge, Lao K, and Qiao Mei, resumed live streaming on Douyin, each broadcasting for nearly an hour [1]. - Sales figures for the hosts were modest, with Lao K selling 1,000-2,500 items generating sales of 25,000-50,000 yuan, Qiao Mei selling 7,500-10,000 items with sales of 100,000-250,000 yuan, and Zui Ge achieving a peak viewership of 109,000 with sales of 10,000-25,000 items totaling 250,000-500,000 yuan [1][2]. Group 2: Product Offering and App Development - The products promoted by the hosts were from the self-owned brand "Xiao Yang Zhen Xuan," including garbage bags, dental floss, and toothbrushes [2]. - "Xiao Yang Zhen Xuan" has launched its own app, which offers exclusive discounts and membership benefits for 99 yuan per year, expanding its sales channels beyond Douyin [2][3]. Group 3: Historical Context and Brand Challenges - Since September 2024, the "San Zhi Yang" brand has faced operational challenges, including a suspension of broadcasts and a requirement to rectify issues related to consumer after-sales service [3]. - Several prominent hosts have terminated their contracts with "San Zhi Yang," indicating a potential decline in brand loyalty and market presence [4].

Group 1 - The core viewpoint of the articles indicates that the MCN industry is shifting from a traffic-driven economy to a supply chain-driven economy, highlighting the importance of supply chain capabilities for survival and competitiveness [1][3][4] - Major MCNs are increasingly focusing on building their own brands and reducing reliance on top influencers, as seen with companies like Oriental Selection and Yao Wang [4][5][6] - The trend of relocating headquarters to areas with strong supply chain capabilities, such as the return of Xin Xuan Group to Guangzhou, emphasizes the need for proximity to manufacturing and logistics [2][3] Group 2 - The establishment of new brands, such as the sanitary napkin brand launched by Yao Wang, reflects a strategic move towards integrating supply chain management with brand development [4][5] - The introduction of self-operated apps and private domain e-commerce strategies by various MCNs indicates a shift towards direct consumer engagement and brand loyalty [17][18][19] - The exploration of new markets, including AI integration and overseas expansion, represents a significant opportunity for growth in the evolving landscape of the live commerce industry [20][21][22][23]

Group 1 - The core logic of live-streaming e-commerce, "lowest price on the internet," is losing its effectiveness as major platforms like Taobao, JD, and Pinduoduo intensify price competition, leading top streamers to diversify their activities beyond live selling [1][2][5] - Super streamers like Li Jiaqi and Xinba are reducing their live-streaming frequency and exploring new business avenues, while others like Dong Yuhui express dissatisfaction with their current roles [1][2][5][11] - The shift in strategy is evident as some streamers, such as Wei Ya, transition to behind-the-scenes roles and engage in various promotional activities, indicating a broader trend of adaptation in the industry [2][5][7] Group 2 - Li Jiaqi remains a dominant figure in live-streaming, actively participating in promotional events and maintaining high engagement levels during the 618 shopping festival, with his live-streaming room achieving significant sales figures [7][10][8] - Dong Yuhui's participation in the 618 festival is limited compared to others, yet he still achieves impressive results, indicating a potential for growth despite a lower frequency of appearances [11][13] - The collaboration between Luo Yonghao and Baidu's e-commerce platform highlights a strategic partnership aimed at leveraging AI technology to enhance the live-streaming experience and improve operational efficiency [16][18] Group 3 - The aftermath of the "Hong Kong Meicheng Mooncake" incident has led to a significant decline in the popularity of Xiao Yang Ge, who has not resumed live-streaming, while exploring new business models [19][21] - Xinba's return to the live-streaming scene during the 618 festival showcases his strong sales performance, emphasizing the competitive nature of the industry and the importance of emotional engagement in marketing [22][24] - The overall contribution of live-streaming and short videos to e-commerce GMV remains substantial, indicating that despite the rise of other sales channels, live-streaming continues to play a critical role in the industry [24]