Xicheng (ID: xicheng-edu).
Author |Xiao Xijun.
Edit |Xiao Xijun.
I often walk by the river, how can I not get my shoes wet.
Looking back at the e-commerce industry this year, merchants, brands, anchors, and platforms are still "overturning" incidents.
Among them, there are head anchors with goods, eyebrow pencils, diss, workers, do not raise wages, reflect on being scolded, cry and apologize;
In the live broadcast room, because of a "small essay", the company's stock price collapsed and the CEO was dismissed;
Some stores were closed because of the operation of the wrong coupons were 400,000 wool overnight;
There are "time-honored brands" internal group organization employees who are fined for "brushing praise";
There are also Internet celebrity anchors who evade taxes and are fined millions of dollars;
The strange "overturning" posture made the well-informed melon-eating masses stunned.
To this end, in the second part of the year-end review, Xiaoxijun took stock of the top ten "overturning" events in the e-commerce industry in 2023.
It is hoped that practitioners in the e-commerce industry can learn lessons from these previous experiences, take them as a warning, and improve their awareness of risk prevention, so as to step on fewer pitfalls in the new year.
The 79 yuan eyebrow pencil with goods was too expensive, and Li Jiaqi angrily scolded netizens: The salary has not risen.
In September this year, Li Jiaqi suffered the biggest word-of-mouth overturn since he became famous.
The reason is that in a live broadcast on the evening of September 10, when netizens commented that Hua Xizi's 79 yuan eyebrow pencil was too expensive, Li Jiaqi blurted out "**expensive?".It's been this for so many years."
And replied, "Sometimes I look for my own reasons, whether my salary has risen for so many years, and whether I have worked seriously?"”
Screenshot from Li Jiaqi's live broadcast room.
As soon as this remark came out, it offended the workers of the whole network and attracted criticism from the whole network. It wasn't until the back ** couldn't be controlled, Li Jiaqi apologized live and shed tears on the scene.
He said that he should not and is not qualified to stand on a personal point of view and comment on any netizen at will.
At the same time, I will think clearly about why I set out at that time and what I should do to serve more girls.
In this regard, the central media directly criticized, saying that ordinary people who are not able to do anything in any industry cannot do without firewood, rice, oil and salt, once they "float", they forget their original intention of doing a good job of service, and they are destined to be rejected and eliminated.
Related links: 1.5 million fans in three days!A tearful apology can't save Li Jiaqi!
Due to the wrong coupons in operation, Handu Yishe lost more than 400,000 yuan overnight!
In June this year, when a store called "Handu Yishe Weili Store" participated in the Tmall 618 event, it was used by the platform due to the wrong coupon set by the operator, and more than 400,000 wool was collected overnight.
It is reported that the shoes, which were originally worth more than 100 on the same day, were sold for a few yuan, and because they were far lower than the daily price, consumers snapped up thousands of orders in an instant.
On June 8, the store issued an announcement saying that it could not afford such a huge loss, so it could only close the store to apologize and beg all buyers to refund their money.
However, the store also expressed its willingness to pay 30% of the actual transaction amount in accordance with the platform's regulations, and the store will be closed after the compensation is completed.
Screenshot from **app
At present, on Tmall, no information about the store can be found.
In the long term, in recent years, there have been endless incidents of merchants being "woolened" due to wrong labeling** and misplaced coupons.
Strong big brands can still afford to bear certain losses, and for many small and medium-sized businesses, it may be a fatal blow.
Related links: Another Tmall store was closed!Lost more than 400,000 yuan overnight, who will pay?
The turmoil caused by Dong Yuhui's "small composition", Dongfang Xiaosun was dismissed, and Yu Minhong's "sky-high" salary increase.
The "small composition" turmoil selected by Dongfang is not an exaggeration to say that it is the biggest melon in December this year.
On December 9th, because of Dongfang Selection's "Jilin Trip"** promotional copy, a fierce conflict between the "mothers-in-law" and Dongfang Selection was triggered.
Dong Yuhui then responded in the live broadcast room, saying that he "claimed to know the business very well" and "Hu replied", trying to appease the emotions of fans.
Unexpectedly, Dongfang Selection once again used the company's "tuba" to express that he was "very aggrieved" and "did not reply", which led to the escalation of the situation.
Dongfang Xiaosun urgently came forward to mediate, but was scolded on the hot search for holding a meeting for fans in the live broadcast room, smashing his mobile phone, and reprimanding the "fan circle culture".
As a result, Dongfang Selection's stock price has been sharply ** and hundreds of thousands of fans have been lost, forcing Yu Minhong and Dongfang Xiaosun to apologize one after another.
and because the anchor Tianquan was suspected of imitating Dongfang Xiaosun to drop his mobile phone and repeatedly provoke black fans during the live broadcast, Luo Yonghao "fought unevenly" for Dong Yuhui in the air, and once again pushed Dongfang Selection to the forefront.
After several fermentations, in order to calm down the "public anger", save the reputation, and adjust the chaotic situation of the company's internal management, Dongfang Selection finally chose to remove Sun Dongxu Dongfang Selection from the position of CEO and non-executive director.
Screenshot from the live broadcast room of Oriental Selection.
On the other hand, Dong Yuhui was promoted to a salary increase, and after being promoted to senior partner of Oriental Selection, cultural assistant to the chairman of New Oriental Education and Technology Group, and vice president of New Oriental Cultural Tourism Group, he recently established his own personal studio.
This "small composition" turmoil has subsided, but the tragic price of Dongfang Selection has been paid.
Related links: The CEO of Oriental Selection was dismissed, and the anchor was suspended for 3 months!Yu Minhong was really anxious this time
The lowest price" controversy, Jingdong and Li Jiaqi who are holding merchants hostage to roll low prices.
This year's Double 11, the noisy "** battle" appeared again.
At noon on October 24, Jingdong procurement and sales personnel publicly shouted Li Jiaqi in the circle of friends.
said that he harmed the long-term development of the brand and harmed the basic rights and interests of consumers because of his own selfish interests, and asked whether Li Jiaqi's "choosing one of the two" behavior constituted an illegality.
The reason why Jingdong shouted was because Jingdong received a lawyer's letter from the brand Hai's, and he complained that the ** price of a certain Hai's oven on Jingdong was lower than that of Li Jiaqi's live broadcast.
As a result, it violated the "reserve price agreement" signed between the brand and Li Jiaqi, and demanded huge liquidated damages.
However, the staff believes that this product is a self-operated product of JD.com, and the reason why it can be so low is entirely the result of the entire department of JD.com under great pressure, sacrificing gross profits, and paying out of pocket.
Screenshot of Weibo's official website.
But JD.com's claim was officially denied by Hai's officials.
Haishi said that in the past cooperation with JD.com, JD.com repeatedly violated the contract. Directly or indirectly modify the sales price of Hai's products, resulting in zero or even negative sales profit of Hai's products.
At the same time, it also creates the risk of a passive breach of contract with other customers, which is about to incur a huge amount of compensation.
Li Jiaqi's institution, Meione, also said that Li Jiaqi's live broadcast room does not have the so-called "one of two choices" and reserve price agreement.
The three parties insist on their own words.
Although the truth of the matter has not yet been defined, it has put on the table the competition for pricing power that has been surging in the e-commerce industry in the past.
Related links: Double 11 with the price of Li Jiaqi, forcing merchants to give a 5% discount?The brand "Blood and Tears" sued JD.com ......
"It's not over yet?".
Luo Yonghao was called on by a well-known venture capitalist.
On September 4, Luo Yonghao's former friend Zihui Venture Capital's partner posted a "small essay" in his circle of friends, denouncing Luo Yonghao and saying that he would go to court.
Picture: Zheng Gang's circle of friends.
In the early morning of 20 days later, Zheng Gang posted again, saying that he had agreed to negotiate repayment with Lao Luo and Hammer Technology, and once again encountered a temporary change.
On September 25, according to the Science and Technology Innovation Board, 12 entities have submitted arbitration applications with Luo Yonghao as the respondent to the Beijing Arbitration Commission, involving 5800 million yuan of Hammer Technology** investment.
It is reported that the subject of this arbitration application includes investors, partners and shareholders of Hammer Technology.
The reasons for their application mainly related to Luo Yonghao's misconduct in the investment process of Hammer Technology**. Including fraud, concealment of material facts, etc.
Some investors accused Luo Yonghao of misrepresenting the risks and returns of investment in the investment process, causing them to make wrong investment decisions.
However, in the face of the condemnation of investors and former partners, Luo Yonghao himself has not responded so far.
A few years ago, Luo Yonghao paid off the 600 million debt through live broadcasting.
After Luo Yonghao withdrew from management, today's "Make a Friend" also cooperated with Century Sage Scientific to complete the backdoor listing and gradually realize "de-Luo".
What else can Luo Yonghao take to pay it back?
Related links: Luo Yonghao owes another 1.5 billion, and "True Biography" ushered in a sequel
The live broadcast of the underworld frightened netizens, and Brother Xiaoyang's apprentice was criticized for being vulgar for bringing goods.
The head anchor was named by the China Consumers Association for bringing goods with vulgarity
On October 27, "Yellow of the Traffic Light", the apprentice of the head anchor "Crazy Brother Yang" on Douyin, brought the air cushion of Yves Saint Laurent in the live broadcast room, his hair was draped in front of the camera, his expression was hideous, and he was holding an air cushion printed with the brand logo of Saint Laurent in his hand.
In the screenshot of the live broadcast that night, she even squatted on the table with her legs crossed for a while, and her posture was quite impressive.
The yellow of the traffic light" (right), screenshot from the Crazy Brother Yang's Douyin live broadcast room.
It was questioned by many netizens as being too vulgar and deeply uncomfortable.
Even with Yves Saint Laurent Beauty, netizens complained that the anchor's style of bringing goods did not conform to the brand image.
On November 22, the "China Consumers Association"** released this year's "Double 11" consumer rights protection public opinion analysis report, saying that the anchor who made his career by judging ugliness is causing more people to be disgusted, and named the apprentice of the anchor "Crazy Brother Yang" as "yellow of the traffic light".
In the face of the ** overturn, Crazy Brother Yang explained that it is a rare thing for "Yellow of Traffic Light" to put down his burden in the live broadcast room and make everyone happy regardless of his image.
And took himself as an example, saying that "I came from a scolding voice, and I was slowly accepted by some people", and insisted on supporting the apprentice to continue the live broadcast.
On the evening of December 6, Brother Xiao Yang's apprentice "Yellow of the Traffic Light" resumed the live broadcast, but was banned from the platform after just 3 minutes of live broadcast.
It seems that it is time for these anchors who rely on ugliness to make a fortune and take vulgar "active" goods to adjust the "steering wheel" of themselves and their teams.
Zhang Xiaoquan lost his "garlic" again, and he was fined 250,000 yuan for organizing employees to brush praise.
Zhang Xiaoquan, a "time-honored brand" who can't shoot garlic, has overturned again.
Last year, due to the "slapping garlic and breaking the knife" incident, Zhang Xiaoquan was condemned by the whole network and lost 3 billion.
In order to reduce the impact of public opinion on the "broken knife" incident, Zhang Xiaoquan thought of a "clever trick": organize his own employees to brush up on praise.
This bizarre "cover-up" reputation repair method was quickly discovered by the relevant regulatory authorities.
According to Tianyancha, not long ago, Hangzhou Zhang Xiaoquan E-commerce received a penalty decision, the punishment unit is the Market Supervision and Administration Bureau of Linping District, Hangzhou, and the name of the punishment is "false propaganda (unfair competition)".
Screenshot**: Credit China**.
The punishment information shows that Zhang Xiaoquan organized internal personnel to establish a WeChat group to increase the praise rate of the product and pull down the bad reviews by shooting A to send B or shoot A to send A, the transaction price is 0 yuan or 1 yuan, and the picture is praised.
According to statistics, from December 1, 2022 to April 25, 2023, Hangzhou Zhang Xiaoquan E-commerce has swiped a total of 19 batches of orders on Tmall official***, with a total of 316 orders and an order amount of 72,8368 yuan, refund 724342 yuan, the actual income is 4026 yuan;
In Jingdong Zhang Xiaoquan's official ***, a total of 29 orders were swiped, with an order amount of 5,321 yuan, a refund of 5,292 yuan, and a receipt of 29 yuan. Making false reviews after a fake transaction.
All of the above behaviors constituted false publicity, deceived and misled consumers, for which he was ordered to stop the illegal acts and was fined 250,000 yuan.
I don't want to make the product better, but I dig out my heart to brush up on praise, so the side door is destined to not go far.
Tax evasion was fined 6.53 million!
Another online anchor was audited.
On November 13, according to the State Administration of Taxation, the First Inspection Bureau of the Dalian Municipal Taxation Bureau found that the online anchor Wang Chunshan was suspected of tax evasion and carried out a tax inspection in accordance with the law.
After investigation, Wang Chunshan, the anchor with goods, evaded personal income tax 218 from 2020 to 2022300,000 yuan, value-added tax 142410,000 yuan.
In accordance with relevant laws and regulations, Wang Chunshan was charged taxes, late fees and fines were imposed, totaling 653610,000 yuan.
Wang Chunshan himself.
Compared with the influential and vocal head anchors on various platforms, Wang Chunshan's fame is much smaller.
It is understood that the number of fans of her main Douyin account "Love Nature" is only 8430,000, and most of the short** likes posted daily are between 50 and 200.
is such an account with a modest performance, and the total sales of live broadcasts in the past 30 days have reached 25 million to 50 million yuan, comparable to anchors such as stars Zhu Zixiao and Wang Zulan.
After being caught in the tax evasion scandal, the "Love Nature" account related to Wang Chunshan on Douyin showed that it had been banned, and several accounts related to it have also been turned into private accounts.
The live broadcast industry has ended its brutal growth, and under the increasingly severe "hammer" of the official, it may be difficult for anyone to escape the severe punishment of discipline and law.
Related links: Tax evasion was fined 6.53 million!After Double 11, the first anchor with goods on the whole network "fell".
Five female doctors were fined 400,000 yuan, and the official took action to rectify the "rubbing" advertisement.
On June 14 this year, the Beijing Municipal Administration for Market Regulation announced an administrative penalty on the "affiliated company" of five female doctors in Beijing Qingyan Bozhi Health Management.
According to the punishment, the company was ordered by the Beijing Chaoyang District Market Supervision and Administration Bureau to stop publishing relevant advertisements and fined 400,000 yuan for violating good social customs.
The illegal facts show that in order to promote their products, the "five female doctors" published advertisements to the outside world are:
"My husband is angry with me, drink!Stay up late chasing dramas and drink!Another year older, drink!Collagen loss is fast, and five female doctors replenish it faster. Drink five female doctors, all of them are forced by you!”。
Source: "Five Female Doctors" official Weibo.
Several women have hideous faces, clenched fists and screams, full of negative stereotypes of women.
Let netizens call it "selling appearance anxiety" and "vulgar stench".
Seeing that the market was not in the right direction, the "five female doctors" quickly stood up to apologize and accepted the punishment.
Rubbing edges, stigmatization, and female marketing rollover advertisements frequently appear.
The root cause is that many brands hold the mentality of "black and red are also red", and constantly "crazy temptation" on the bottom line of law and morality, trying to attract the attention of consumers.
However, brands that rely on gimmicks and sensationalism to "become popular" will eventually be eaten up by traffic.
The "fire" of the voice affected An Muxi, and the brand anchor angrily scolded netizens for "following the dog".
In August this year, because of Coco Li's recording incident, the sponsor of Zhejiang Satellite TV's "The Voice of China" program was recently "boycotted" by a large number of netizens.
Unexpectedly, on August 20, after the anchor of An Muxi encountered some fans swiping the screen to boycott brand products during the live broadcast, he directly "hard bar" spoke out to netizens.
The female anchor even bluntly said:
Blue Terrace is'Vampires'What's the matter with us", "How can there be so many brainless people", "You group of followers are really speechless", "You don't drink, but someone wants to drink".
Screenshot from Douyin.
As soon as this remark came out, netizens exploded instantly, and they went to Anmuxi's official Weibo to leave messages, saying that they would use actions to boycott the sponsors of The Voice of China.
However, An Muxi was anxious to dissociate herself from the female anchor, and once again attracted a lot of scolding.
Affected by this, on August 21, after the incident broke out in full swing, the share price of Yili shares **137%, and the market value shrank by about 2.4 billion yuan.
From celebrity endorsements to advertising and marketing, there will be crisis public relations incidents in the brand industry every once in a while.
If the public relations crisis is handled well, it can not only turn the crisis into safety, but even take the opportunity to win over users again and shape the brand image.
However, if it is not handled properly, it can cause a serious damage to the brand image that has been built for a long time, and exacerbate the negative impact of the incident.
Therefore, every crisis PR is a very test for enterprises.
Related links: Scolding consumers for "following the trend of dogs"?Ambrosi's live broadcast room "overturned", and the market value evaporated by 2.4 billion!