This session of netizens will focus on the key points, "If you don't bring the goods, we won't buy them", but the gossip can't help but talk. On Weibo, about Ai Fukuhara's delivery, the most she talked about was the lack of collagen on her face, the uneven wiping of lipstick, and the "sadomasochistic relationship" with her ex-husband.
Text丨Financial gossip female author: Wu Yanzu is fake and serious.
Eighth sister said: There will always be omissions in life, butDon't forget"Add star" Oh!!
The end of the world is to bring goods, and Ai Fukuhara, who is from the island country, belatedly understood this truth.
On January 29, the topic Ai Fukuhara's first live broadcast brought less than 250,000 yuan ranked first on Weibo's hot search. A few days ago, the news that "Huang Shengyi and Yang Zi were guests to help bring goods in the live broadcast, and the merchant paid more than 30 million yuan in pit fees but only sold one order" blew up the street, and the merchant also reported to the police.
Up to now, celebrities live broadcast this bowl of rice, some people can't hold it, some people still want to grab some leftovers of cold rice, and some people have disappeared, after all, it's 2024 now, and consumers don't eat this set just by relying on the face of the star.
Divorce, live broadcast after interfering in the farce,
Earn money to pay off your debts before you go to jail? /
On January 28, Ai Fukuhara started the first live broadcast with goods. In the warm-up two days ago, Ai Fukuhara, who has 2.6 million fans, "profoundly" recalled Chinese food and the atmosphere of the Spring Festival, and called on everyone to spend the Spring Festival with her.
On the day of the sale, Ai Fukuhara chatted with the former coach about training in China, Chinese New Year, food and other topics, and then started selling with the help of his assistant. Daily necessities such as red envelopes, paper towels, toothbrushes, and mobile phone case decorations have been put on the shelves one after another, and Ai Fukuhara also pointed out that these products were recommended after experiencing them personally.
Feigua data shows that Ai Fukuhara lasted about 1 hour and 50 minutes for the whole live broadcast, and the sales volume that night was 23,496 yuan (no 10,000), * the total number of people was 740,000, and 2,375 orders were sold.
So early the next morning, the topic Ai Fukuhara's first live broadcast brought less than 250,000 yuan ranked first on Weibo's hot search.
There is no problem with the time and goods that Fukuhara loves to bring the goods, and it is down-to-earth and linked to the Spring Festival, and 740,000 people** shows that the popularity is also good. Not being able to sell can only mean that Ai Fukuhara is late, after seeing too many celebrities with the same goods, netizens have been desensitized, and no matter how many nine yuan and nine free shipping can not touch the hearts of consumers.
Also, Ai Fukuhara, who brought goods in the live broadcast for the first time, was extremely unfamiliar with the process, and she didn't know what to do in front of the camera, so she could only laugh awkwardly, and there were not many highlight moments in the whole live broadcast.
Look at how exaggerated the live broadcast of celebrities is, regardless of whether Xiao Xianrou is still an actor or a queen, he can't wait to contribute epic acting skills when he shouts and sells. Ai Fukuhara is like this, she only knows how to smirk, and the heat is far away.
Also, this session of netizens is very good at grasping the key points. "If you don't bring the goods, we won't buy them", but gossip can't help but talk. On Weibo, about Ai Fukuhara's delivery, the most she talked about was the lack of collagen on her face, the uneven wiping of lipstick, and the "sadomasochistic relationship" with her ex-husband.
As a table tennis player, Ai Fukuhara cried her nose because she was "violently beaten" by Ding Ning and others in the game, and she became popular all over the Internet for a while, and she is also a household name in China.
After retiring, Ai Fukuhara was with Jiang Hongjie, an athlete from Taiwan Province of China, who officially announced their marriage in September 2016, gave birth to a daughter in October 2017, gave birth to a second child in April 2019, and officially announced their divorce in July 2021.
The rest of the story is almost "magical". In March 2021 (before the divorce), the Japanese media **Ai Fukuhara and a married Yokohama man dated many times**, which sparked heated discussions; After the divorce, the ex-wife of the Yokohama man broke the news that she intervened in her marriage and sued Ai Fukuhara for compensation of 11 million yen (equivalent to about 540,000 yuan).
At the same time, Ai Fukuhara's "big war" with her ex-husband is also a real trouble. After the divorce, the two went to court over the custody of their children. On July 27, 2023, Jiang Hongjie held a press conference in Tokyo on this matter, saying that he had received the result of the Japanese court's ruling, "The content is that the court asked Ai Fukuhara to hand over the child to me." ”
Ai Fukuhara refused to hand over the child, and Jiang Hongjie called the police. In November 2023, the local Metropolitan Police Department has launched an investigation into Ai Fukuhara's "kidnapping of her son". If convicted, he faces a prison sentence of between 2 and 20 years (which is highly unlikely).
These events have taken a heavy toll on Ai Fukuhara's image and career.
The Japanese media did a poll with the participation of 1,000 housewives, and the most "unruly" artist in the eyes of the Japanese, Ai Fukuhara reached the top.
The word-of-mouth has plummeted, and the endorsements have also dropped by more than half. After her job as a commentator for the Tokyo Olympics was suspended, she had to quit as an outside director of a company and a visiting associate professor at a university.
According to Japanese media reports, Ai Fukuhara's financial situation is worrying, and her personal residence in Tokyo has been rented out at a low price to repay loan debts.
Regarding Ai Fukuhara's delivery, some netizens believe that even the Japanese know that live streaming can make money, and Ai Fukuhara's intention is obvious, which is to come to China to make money to solve financial problems.
Although she was complained about her unfavorable career, Ai Fukuhara doesn't seem to intend to give up. Before the end of the live broadcast, she revealed that she would come to China to bring goods in the future.
It's just that this money-making business is different from the past, not to mention that she is a foreigner, even a Chinese star who was once so able to toss can't bring goods.
"Tianxian Match" sells lace ** and wears 100 million dzi live broadcasts
Roaring husband and wife planted on "bacon"? /
On January 16, Huang Shengyi and Yang Zi went to the live broadcast room of Douyin expert @cousin (Qin progress) to bring goods, but then it caused a series of controversies.
Ms. Wang, the person in charge of a bacon brand, complained to ** that she was going to the star to bring the goods, and also wrote the live broadcast of Yang Zi and Huang Shengyi into the contract when communicating, and even prepared bacon products worth 1.7 million yuan for this purpose, but only one order was sold, and she was not able to be in the same frame with Yang Zi and Huang Shengyi.
Immediately afterwards, more than 60 merchants called the police, saying that they had paid a total of more than 30 million "pit fees", signed contracts, and prepared hundreds of millions of goods, looking forward to the big sale during the live broadcast.
The result is also like bacon, either there is no chance to be in the same frame with Huang Shengyi and his wife, even if Huang Shengyi and Yang Zi help the broadcast, they didn't sell a few pieces, and they lost a lot of money.
Ms. Wang even found that the Shanghai office of Shengchenze Media, which signed the contract, had no employees. **The intervention has been accepted and the case is under investigation.
There are a total of two companies that have signed contracts with merchants, in addition to "Sheng Chenze", there is also a "Good Mother Film and Television", the two have the same idea, it is impossible to refund, and you can make up a few more live broadcasts later, until the goods are sold.
One thing to say, this matter has nothing to do with Huang Shengyi and Yang Zi, at least from a legal perspective.
Because Huang Shengyi and his wife signed a contract with a company called "Douying Culture Media (Shanghai)**", it has nothing to do with the above two companies. (Ordinary operation in the live broadcast circle, the signing contract is different, and the star will not be involved in the dispute to the greatest extent).
Seeing that things were getting bigger, Huang Shengyi's studio also issued a statement next, saying that he was just a guest on the broadcast, not a company with goods. It also claimed that it would urge e-commerce companies to fulfill their contracts and protect the rights and interests of merchants and consumers. Yang Zi shouted in **: "It has nothing to do with us."
In the past few years, Huang Shengyi and Yang Zi have relied on their popularity in the early years to be active in the live broadcast and goods circle, and there has been a lot of trouble.
For example, he engaged in "Tianxian Pei" to recall killing, but what he sold was lace**; Yang Zidai appeared in the live broadcast room with 100 million dzi (you say 100 million is 100 million for this thing); Yang Zi roared in the live broadcast room that Huang Shengyi's hand slippery made him lose 100 million, and angrily scolded his wife for "not going out with the goods"; Huang Shengyi looked lonely in the live broadcast room, and he was suspected of "marriage change"...In short, something has to happen every once in a while, and he has a full sense of presence in front of netizens.
Of course, there are also achievements. During the "618" period in 2022, the poster they played wrote that Yang Zi Huang Shengyi brought more than 1 goods that day500 million, 12 hours for the first place in Douyin. In 2023, "618", the husband and wife will broadcast three live broadcasts in 10 days, and the total sales will break 3800 million, "TOP1 in a row".
Yang Zi called many times and brought goods to him, which must make the merchant feel the feeling of "bursting orders".
has the ability to sell orders every scene, but still has to commit himself to being a guest in other people's live broadcast rooms, which is somewhat unreasonable logically.
Cicada mother data shows that the performance of Huang Shengyi's live broadcast room in this New Year's Festival is not outstanding, with sales of only 10 million to 25 million yuan on the 30th, and the sales of Yang Zi's live broadcast room are only about 500,000 yuan.
It's too early to draw conclusions about the husband and wife's business of bringing goods, but some celebrities' live broadcast rooms have been closed for a long time, and celebrities are becoming more and more unable to do this business.
The star was quietly "off the shelves", and the company's stock price plummeted
Pigs on the tuyere on the ground? /
At this stage, the live broadcast market is mainly divided into four types of anchors: star anchors, professional anchors (including head anchors, middle-waist anchors, and small anchors), store self-broadcasters, and the emerging AI digital human anchors.
Compared with the other three categories, celebrity anchors have more advantages, one is that they have a fan base of familiar faces, and secondly, they have a little "toss" traffic.
2020 is known as the "first year of celebrity live broadcasting", Shu Chang, Lou Yixiao, Cecilia Cheung, Lin Yilun, Chen He, Li Xiang, Wang Han, Xie Na, Zeng Zhiwei and other stars, regardless of whether they are from Shanghai or Hong Kong, with beautiful faces or in the entertainment industry. According to incomplete statistics, more than 500 artists have tried live streaming so far in 2020.
Brilliant achievements abound, and it is not a problem to bring billions of goods a year. Jia Nailiang, who is known as the "first person in celebrity live broadcast", will sell more than 13 goods on Double 11 in 2023600 million.
Source: New Wrist (Swipe up and down to view).
The pigs on the tuyere also have a time to land.
The celebrity live broadcast veteran "Li Xiang" entered the circle in 2019, and he did not hesitate to give people the feeling of falling prices, and directly changed the Weibo name "host Li Xiang" to "anchor Li Xiang". But in August 2023, Li Xiang announced his retirement on social platforms and will no longer bring goods live broadcasts.
In 2023, only a few celebrities such as Jia Nailiang, Lin Yilun, Huang Shengyi, Qi Wei, Dong Jie, Zhang Xiaohui, Hao Shaowen, etc., participate in the live broadcast and bring goods.
As the so-called ten years in Hedong and ten years in Hexi, the celebrity's fame in the goods industry was exhausted in three years?
Yes. More than 500 celebrities have gathered to enter the ranks of bringing goods, and there are still many Internet celebrities doing this, which makes the market extremely saturated. The online consumer market itself is so big that one person earning money means that others can't make money. The market itself is pushing the stars to "survive the fittest".
Also, consumers are really aesthetically fatigued. Most celebrities just want to rely on fame to cut some leeks, harvest a wave and then leave. They didn't have a "consumer-serving" mentality to improve their business capabilities. Either smirked sweetly, or roared and angry, and had no business ability, product knowledge, interaction methods, and sales skills.
A netizen on Weibo sighed after watching a few shows of a Hong Kong movie queen: "I felt shocked in the first scene, and I bought a few orders." After watching too much, I couldn't help but say: What a thing? ”
In addition, merchants have also found that the celebrity effect does not guarantee a successful sale. On the contrary, it may also "set the fire on the body".
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. In 2021, a verdict published by the China Judgment Document Network showed that the well-known artist Chen Xiaochun "overturned" because of live broadcasting. The merchant signed a live broadcast contract worth 510,000 yuan and arranged for Chen Xiaochun and Internet celebrities to bring goods together, but only 5,000 yuan was sold for several live broadcasts.
Celebrities don't even "respect" the advantages of **. For example, the beauty instrument in Jia Nailiang's live broadcast room was accused of being 1,600 yuan more expensive than offline channels; Last year's Double 11, Jia Nailiang's down jacket with an original price of 2899 in the live broadcast room was sold for 499 with tears, but other platforms only cost 270; Brother Gazi Xie Mengwei cut cabbage into a mobile phone with a price of 1999 yuan in the live broadcast room, in fact, you can buy ...... at 1880
After consuming "trust and traffic", consumers vote with their feet, and celebrities pat their butts to catch up with variety shows and movies, and the MCN behind them may not be able to hold on.
At its peak, it signed more than 50 star artists such as Cecilia Cheung, Yinger, Jia Nailiang, Zhang Yuxi, Chen Yiru, Huang Yi, and Huang Shengyi.
Benefiting from the freshness of celebrities appearing in the live broadcast room, from the end of 2019 to the beginning of 2020, Yuanwang Technology won 16 price limits, and the stock price soared more than four times from 7 yuan, to a maximum of 36$5. The skyrocketing range coincides with the fact that many of its stars have begun to bring goods to the line, which can be said to have eaten up the star dividends.
However, according to Yuanwang Technology's financial report for the first three quarters of 2023, the company's operating income is 344.4 billion yuan, a year-on-year increase of 1342%；Net loss attributable to shareholders of the listed company was 4500 million yuan, a year-on-year decrease of 31739%。In the third quarter of 2022, Yuanwang Technology's revenue was 303.7 billion, with a net profit of 20.5 billion.
Behind the financial report's "increase in revenue but not profit" is that Yuanwang Technology has encountered a "ceiling" in terms of celebrities bringing goods. The cooperative artists marked on its official website, in addition to Jia Nailiang, Wang Zulan, Zhang Yuxi, Cecilia Cheung, Yinger, Huang Yi and other stars have not broadcast live for a long time.
However, it is difficult for the team cost to support celebrities to bring goods down all at once. The financial report shows that in the first three quarters of 2023, the management expenses of Yuanwang Technology will be as high as 35.7 billion yuan, and its share price has dropped to 5 because there is no "expectation" brought by the live broadcast of celebrities$8 shares.
Of course, many celebrities have not given up the road of bringing goods. For example, Huang Shengyi and Yang Zi and his wife, they will choose to appear in the live broadcast room as guests and spokespersons at some special nodes to earn a sum of extra money without risk.
Wei Ya once said in a variety show, "The destination of celebrities is to bring goods, I just skip the step of being a star."
It turns out that celebrities and anchors are still different, and they at least have a way out.
Live broadcast is the outlet, go to live broadcast, and when the film and television industry recovers, go to acting, and the main one is not idle. In 2024, maybe more celebrities will disappear in the live broadcast room, don't feel sorry for them, they have many ways to make money.