The celebrity couple brought the goods into the ** turmoil
Nowadays, it seems to be a common thing for merchants to find celebrities to bring goods. But in the past, it is not uncommon for celebrities to "overturn" with goods. Try it down, and some merchants look back and find thatThe aura of a star and the ability to bring goods are two different thingsSometimes, the flow of celebrities' fans does not translate into equivalent sales.
Recently, celebrities Yang Zi and Huang Shengyi fell into a ** storm due to live broadcasting. On January 16 this year, Huang Shengyi and Yang Zi went to the live broadcast room of Douyin expert @cousin (Qin progress) to help bring goods. The live broadcast has ended, but it has sparked a series of subsequent controversies.
Yang Zi, Huang Shengyi Source: Screenshot of Yang Zi and Huang Shengyi's live broadcast.
According to reports, a number of merchants reported that they had signed contracts with Shanghai Shengchenze Advertising Media*** to allow live broadcast experts and celebrities to bring their own goods. But in that live broadcast, Shengchenze Media not only did not follow the content of the contract, but also let its own products be in the same frame as Huang Shengyi and his wife, and the sales volume was very bleak.
Ms. Wang, the person in charge of a bacon brand, said that she went to the celebrity to bring the goods, and wrote the live broadcast of Yang Zi and Huang Shengyi into the contract when communicating, and even for this reasonBacon products worth 1.7 million yuan were prepared. As a result, only one order was sold, and failed to be in the same frame with Yang Zi and Huang Shengyi.
It was said that it was going to be broadcast, the promised ratio was not completed, and we couldn't get the live broadcast slice in the same frame, and Shengchenze Media no longer had the ability to execute this contract. Ms. Wang said that they asked for a refund for the termination of the contract, but they were repeatedly delayed by Shengchenze Media.
Ms. Wang's case is not unique. It is understood that more than 60 business representatives took action to report to the police that they had paid more than 30 million yuan for live broadcast services, but the sales performance was far from reaching the minimum sales amount agreed in the contract between the two parties. More crucially, the media company refused to refund the merchant in accordance with the agreement, which led some merchants to suspect that the company had committed contract fraud. On January 26, ** said that it had accepted the case and was now in the investigation stage.
The relevant person in charge of the company accused of contract fraud said that the data of this live broadcast on January 16 was indeed not good, but their contract was not for a single live broadcast, and other live broadcasts would be arranged for these businesses in the future, and they did not run away.
With the further fermentation of **, on January 25, Huang Shengyi's studio issued a statement saying that on January 16, Huang Shengyi and Yang Zi were invited by Douying Culture Media (Shanghai)** to help promote and bring goods as guests to @cousin's live broadcast room. Huang Shengyi's studio emphasized that the two had not made any form of investment promotion and other authorizations and any commitments such as quantity assurance, and the two fully fulfilled the content of the contract, including the agreed live broadcast duration, and the need to help promote 30 designated products as guests.
Huang Shengyi's studio issued a statement Source: Huang Shengyi's studio Weibo.
On January 28, Yang Zi posted on Weibo that it was rumored that two investment promotion companies that collected more than 3,000 yuan from merchants were rumored to be on the InternetThere is no connection with themThey did not know or have any contact with any personnel of these two companies, let alone the content of their investment and various infringements. Huang Shengyi also ** this Weibo, with the text "Don't believe rumors, don't spread rumors, and maintain a positive energy network environment!" ”
Yang Zi posted a clarification Source: Yang Zi Weibo.
At present, ** has intervened, and it is believed that there will be a follow-up result in this matter soon.
Market participants pointed out that this time, Yang Zi and Huang Shengyi fell into a storm of bringing goods, which to a certain extent also punctured the bubble of false prosperity of celebrities.
Celebrities frequently overturn with goods
Some people say that the end of the universe is live streaming, and this sentence does not seem to be an exaggeration. In addition to Internet celebrities, there are also a large number of celebrities who have walked into the live broadcast room to try to get a piece of the pie.
Celebrity live broadcast brings goods, with natural traffic blessing, and has become the choice of many businesses. 2020 is known as the "first year of celebrity live broadcasting", and many artists have made their debuts, including Liu Tao, Chen He, Li Chen, Qin Hailu and other well-known actors. Previously, Jia Luo, vice president of Alibaba Group, revealed in the show that in 2020, 995% of the celebrities have entered the live broadcast room, and the category has continued from clothing and beauty to RV.
However, behind the craze of celebrities bringing goods,Problems such as overturning and false delivery of goods have also swept in。In fact, in recent years, the market has witnessed too many examples of celebrities overturning with goods.
Li Xiang used to be known as the first sister of celebrities with goods, and once changed her Weibo name from "host Li Xiang" to "anchor Li Xiang". In April 2020, a merchant asked Li Xiang to sell mink sweaters live, saying that he spent 800,000 yuan to invite him to bring goods in the live broadcast, but none of them were sold.
There is no positive relationship between the flow of celebrities' fans and their ability to bring goodsIt is not uncommon for well-known celebrities to fail to sell their goods。In March 2023, the topic of "200,000 celebrities surnamed Cao were asked to bring goods and sold for 278 yuan in March" rushed to the top of the hot search.
There are also celebrities who overturn with goods, and their remarks have caused dissatisfaction among consumers, like Zhang Yuqi's sentence "699 yuan can't afford a pair of socks"; Some are trappedCounterfeit storm, for example, Pan Changjiang once sold wine in the live broadcast room, and was subsequently questioned by consumers that it was fake wine. There are also celebrities who are questioned by consumers".Cut vermicelli leeks
During last year's Double 11, data released by Yuanwang Technology, to which Jia Nailiang belongs, showed that the total sales exceeded 13600 million yuan, setting a record for the sales of star anchors. Despite the dazzling data, Jia Nailiang fell into a ** turmoil.
Some netizens found that Jia Nailiang's so-called lowest price in the live broadcast was not low. Like a duck and duck down jacket brought by Jia Nailiang, at that time, Jia Nailiang advertised the original price of 2899, which was directly cut to 499 yuan, but some netizens found that the same down jacket can be bought in some stores for 289 yuan, it is said that this down jacket has been sold by many well-known anchors, ** cheaper than Jia Nailiang.
In addition to the down jacket, the beauty instrument priced at 4299 yuan in Jia Nailiang's live broadcast room is only sold for 2999 yuan on other platforms, which is 1600 yuan more expensive than Jia Nailiang's. Many netizens questioned Jia Nailiang's "cutting leeks", and Jia Nailiang responded, "I have absolute confidence in my mechanism. ”
The celebrity delivery was once very eye-catching, but after going through rounds of reshuffle,The aura of celebrity anchors has gradually faded。The people and goods field is the three major elements of live broadcasting, which puts forward a lot of requirements for the professional quality of the anchor, and the live broadcast has entered the second half, and the market is no longer blindly chasing star anchors. In November 2023, a large number of celebrity artists withdrew from the live broadcast room, which sparked a lot of discussions, and many people believed that celebrities began to enter a period of ebb.
There is a new trend in live broadcast e-commerce
According to market analysts, the era of one-trick fresh food is over, and for celebrities, it is no longer possible to rely solely on traffic to bring goods. In the future, if celebrities want to continue to deepen the field of live broadcasting, they still have toReturn to the essence of live streaming
Nowadays, live e-commerce isShift to content-based。On the Xiaohongshu platform, the explosion of stars Zhang Xiaohui and Dong Jie tells us that on the basis of existing advantages, we must continue to create high-quality content and form the core competitiveness of the live broadcast room with differentiated live content.
With the arrival of the new year, the live streaming industry is still changing, in addition to celebrities gradually losing their aura, people are gradually disenchanted in the live broadcast room of the head anchor.
For top anchors, 2023 is a turbulent year. Taking Li Jiaqi as an example, in the "Huaxizi" eyebrow pencil incident in September, Li Jiaqi was scolded for inappropriate remarks on the hot search. During the Double 11 period, Li Jiaqi fell into the first turmoil of the "floor price agreement", which detonated a crisis of consumer trust in the head anchor.
The relationship between e-commerce platforms, merchants, anchors, and consumers has undergone subtle changes, and the market has questioned the necessity of the existence of super anchors. The head anchor "fell off the altar", on this occasionShopcasts began to explode。During last year's Double 11, ** Dabo and store broadcast both broke out. As of 0:00 on November 11, 58 live broadcast rooms have exceeded 100 million yuan, of which 7 talent anchors and 7 brand store broadcasts have exceeded 100 million for the first time this year. Storecast has also become a new growth engine, with the turnover of 38 storecast live broadcast rooms exceeding 100 million yuan, and 451 turnover exceeding 10 million yuan.
Jingdong's live broadcast room also ushered in explosive growth. Following JD.com 11The total number of ** people during the 11th period exceeded 3After 800 million, official data shows that within 5 hours of the live broadcast of Jingdong's procurement and sales live broadcast room, the overall number of people exceeded 100 million. The Jingdong procurement and sales live broadcast room, which is known as "no pit fees and no talent commissions, is cheaper".
Overall, we can see that a new change is brewing in the e-commerce industry.
Author |The wind is clear.