Dong Jie, the former pure goddess, became popular because of a "The Legend of Zhen Huan", but also fell to the bottom because of a marriage turmoil. For ten years, she has been trying to reshape her image and seek a breakthrough in her career, but the pressure and negative reviews have always followed. Recently, she unexpectedly became popular because of her live broadcast selling goods, but she was also scolded for a gaffe. This time, the 43-year-old Dong Jie, who was scolded on the hot search, may be difficult to be forgiven by the worldWhy?
The live broadcast sold goods, and it unexpectedly became popular.
In January this year, Dong Jie began to do live broadcasts on the Xiaohongshu platform to sell goods, which was the first time she tried to interact with the audience in this way. Her live broadcast style is different, she doesn't do selling, low-level live broadcasts, but like sharing with friends, she quietly introduces the products she has used, most of which are niche designer brands, with good texture and high unit price. She doesn't talk much about ** and discounts, and even reminds the audience that they can wait, really understand, and buy if they like it. Her voice was soft, her back straight throughout, and she was as calm as ever.
The effect of her live broadcast was unexpectedly good, the first live broadcast sold 3.5 million, the second more than a month later, the number doubled tenfold, selling 30 million, and the third sold 60 million, breaking the sales record of Xiaohongshu's single live broadcast. Her fans have also risen from hundreds of thousands to nearly one million, most of whom are women with white-collar incomes or more, who care more about life, consumption and aesthetics than the personal entanglements of celebrities. Dong Jie's live broadcast room has become a stage for her to show her personal aesthetics, her fans encourage and appreciate her in the message area, discuss life and beauty with her, and they see her present, not the past.
Gaffes provoke public anger, and it is difficult to be forgiven.
However, the good times did not last long, at the end of April, when Dong Jie was selling a drinking water in the live broadcast room, she said something unacceptable: "This water is imported from Japan, and Japan's water quality is the best in the world." As soon as this sentence came out, it immediately aroused the anger and boycott of netizens, who accused her of being unpatriotic, forgetting the history of Japan's invasion of China, forgetting the facts of the Fukushima nuclear leak, and forgetting the suffering and sacrifice of the Chinese people.
Dong Jie quickly realized her mistake, she issued an apology statement after the live broadcast, saying that she had no malicious intentions, but just wanted to introduce the characteristics of the product, did not take into account the sensitivity of history and reality, and was deeply sorry for her ignorance and offense, and also accepted the criticism and supervision of netizens, hoping that everyone could forgive her.
But such an apology obviously cannot calm the anger of netizens, many people think that her apology is too perfunctory, no sincerity, no introspection, no repentance, just to keep her live broadcast business, regardless of the interests and dignity of the country and the nation. Some people even launched a boycott of Dong Jie, asking the Xiaohongshu platform to ** her account, asking the audience not to watch her live broadcasts anymore, not to buy her goods again, asking her to quit the entertainment industry, and asking her to disappear forever.
Epilogue. Dong Jie, this time, the 43-year-old Dong Jie, who was scolded on the hot search, may be difficult to be forgiven by the world. Her gaffe made her lose the support and trust of many people, made her image fall to the bottom again, and made her career fall into trouble again.
Her apology can't save her reputation, nor can it calm the anger of netizens, nor can it change her fate. Her live broadcast may continue, but her audience may become less and less, her income may be lower and lower, and her future may become darker and darker. Her mistakes may become a stain on her life, her name may become a shame of people, and her existence may become forgotten by people. She, can she still be saved?