Recently, Ms. Zhang from Hangzhou had a dispute.
It is reported that in order to promote "Double 11", their company signed a contract with a head anchor from Hangzhou Lingjun E-commerce Company.
In order to bring goods this time, the merchant has prepared a supply of nearly 2 million face towelsAt the same time, I paid according to the standard of 20% of goods and service charges106,000 yuan "pit fee".
As a result, the merchant only sold 130,000 sales, and asked for a 20% commission. The equivalent of 130,000 goods was sent out, and the pit fee and postage were removed, and the company did not make a penny
Ms. Zhang also mentioned that during the exchange, the business staff of the other company had promised that there would be no competing products, but the actual situation was that the day before the live broadcast, the company with the goods sent a text message, saying that they would also sell their own brand of face towels, on the grounds that the boss insisted on their own products, because their own products have a 50% gross profit, and it is expected to earn 1.5 million yuan by selling 3 million.
Ms. Zhang said that the other company's company later put their products in the live broadcast room again, but the effect was not good during the "Double 11" period, and there were also competing products during the live broadcast, and Ms. Zhang's husband contacted the docking business personnel on the spot.
Regarding Ms. Zhang's various complaints, the business staff of Hangzhou Lingjun E-commerce Company said:It's good to talk to our legal counsel directly, haven't you already sent a lawyer's letter?。I don't care about it anymore.
As for what the situation is, whether there is a final finalization of competing products, sales and other information, you can't just listen to one side of the story, and the final judgment is subject to the legal judgment.
However, now, with the rise of online live broadcasting, live streaming has become another "choice" for merchants after "**". Many brick-and-mortar stores often encounter that some Internet celebrities want to bring goods to them, but to be honest, in most cases, the effect of this kind of small Internet celebrity with goods can be said to have little effect.
Because not all anchors can make consumers pay, except for the head anchor group, at present, the vast majority of anchors are purely hovering on the food and clothing line, according to the "China Online Performance (Live and Short**) Industry Development Report (2022-2023)", the income of "head" anchors and "tail" anchors is very different. As of the end of 2022, more than 1500 million, 95 of the anchors whose main income is live broadcasting2% monthly income is less than 5,000 yuan.
According to BOSS Zhipin data, the general salary of e-commerce anchors in Hangzhou last year was 1About 20,000 yuan, this year it is generally reduced to 6,000-8,000 yuan, a decrease of 40%-50%.
And the selling point of the anchor's goods, do you think it is the characteristics of the product itself?To put it bluntly, most of the products are not the last sentence of "9."9！Get on the bus!"In the current economic situation, the most attractive to consumers is the best, and this part of the concession ultimately has to be paid by the manufacturer.
Internet celebrities should really play an effective role in bringing goodsIn addition to the personal influence of Internet celebrities, the quality and value of the product itself are the key. If the product itself is not good enough, it is difficult to cover up its shortcomings and achieve considerable sales purely by relying on the Internet celebrity effect. In addition, the selection of channels and promotion strategies are equally important, so that the target audience can accurately receive information and resonate, and only by making the quality of the product rooted in the hearts of consumers can it generate continuous value.