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** 007 of the brand world
Author 007 of the brand world
For a long time, brands and traffic owners have been surviving in a win-win way. Mutual benefit and win-win results are also the current mainstream development trend.
Coincidentally, there was a recent incident of "tearing" between the brand and the anchor, and it took a while to entangle back and forth.
On January 20, ID "Yes Shu Yaoya" posted on its Weibo that in July 2022, he posted a related ** because Laifen Technology "violated business ethics", and the other party sued me for violating the right to reputation. ”
At the same time, Shu Yao fanfare claimed that all kinds of hardships during pregnancy and various feelings of receiving a notice from the court after childbirth made netizens excited for a while.
However, on January 21, Laifen released a statement on Weibo and made the verdict public, and netizens realized that they had been "used as a gun".
Source: Laifen official account.
In black and white, it is clearly written that the slander is established. At this moment, it was Shu Yao's turn and Shu Yao's fans to "sweat".
Fans have changed their attitude of "asking for explanations". In the face of the "big V" that he sought after, he didn't know what to say for a while.
Cross-border co-branding and cooperation, in this era of the rise of various streams, is a major means to attract popularity.
Use the influence and fan base of celebrities to promote products or brands, and invite popular stars to lead endorsements from closely connected movies at the earliest, which is the most intuitive way to attract the attention of the audience and the box office.
After that, the endorsement co-branding was introduced to fashion brands. Wearing the brand endorsed by your favorite star can not only be said to support your favorite idols as much as you can, but also like a "sticker" that is one step closer to idols.
The live broadcast spokesperson seeks benefits for fans and brings more popularity; Brands are seizing the opportunity to create novel marketing plans and take advantage of the heat to bring products to the public.
However, the lawsuit has also brought us a wake-up call and thinking about market cooperation.
Source: It's Shu Yao.
Everyone is interested in Li Jiaqi's classic sentence "Sometimes find your own reasons, whether your salary has risen or not after so many years, and whether you have worked hard." "I have more or less expressed my opinion on the Internet.
This sentence has attracted criticism from the whole network, but how many people still remember the reason why he said this?
Who would have thought that at the beginning he was just selling eyebrow pencils for "Hua Xizi"?
Because of the appearance of this "live broadcast incident", Li Jiaqi and Hua Xizi have been pushed to the hot search, attracting heated discussions among netizens.
Source: Internet.
Hua Xizi originally wanted to borrow Li Jiaqi's east wind, but she didn't expect to encounter a ** storm. I never thought that this time it was like "setting yourself on fire", which brought a lot of negative impact. Two days later, the brand responded, saying that it had called the police for the rumor.
Although Li Jiaqi apologized and Hua Xizi clarified, ** still lasted for a long time.
After this incident, Huaxizi's stock price plummeted, losing hundreds of millions of yuan, and Li Jiaqi also lost nearly 600,000 Weibo fans overnight that day, and the team lost million.
As a high-profile industry leader. Every word and deed is seen by the audience, some people are willing to pay for your "propaganda and goods", and naturally some people will infinitely magnify your "black spots".
The book "Weak Communication" mentions the truth of the ** communication world, that is: the strong in life is the weak in **, and the weaker the things, the better the spread.
Shu Yao took advantage of this, first released ** crying, showing weakness, and won the sympathy of netizens, so as to put ** pressure on Laifen and "private punishment" for the brand.
Fortunately, Laifen made the verdict public, and the crisis was turned into safety.
Once Dong Mingzhu angrily reprimanded Meng Yutong, he was also a typical guide by weak communication. Although Meng Yutong did something inappropriate, she was a "weakling" compared to Dong Mingzhu, and every time she was "bombarded", the more sympathy and support she received from the public.
There is even a ** analysis, should Meng Yutong take the initiative to respond? Now it seems that every time he does not respond, he has strengthened his identity as a "weak" and won more "right to speak".
Today, Meng Yutong has more than 1 million fans, and is considered a super V in Xiaohongshu, with a monthly income of about 200,000 yuan in advertising. Perhaps, this is the wealth code brought about by the correct packaging of weak communication.
If it weren't for the fact that this time was too much, and there was a conclusive verdict to disclose, would Shu Yao be like Meng Yutong and become a real "winner" in weak communication?
Laifen's operation, even if he tore his face with the "big V" and attracted the condemnation of countless melon-eating people and fans, finally showed the hammer of the law and stood firmly on the winning side.
I have to say that this wave of farce is really eye-opening, and people can't help but sigh: Laifen, you are really just!
Presumably, Laifen definitely doesn't want to "go out of the circle" in this form, after all, taking such a route is "walking on thin ice"!
Laifen was able to survive this ** incident safely and develop steadily. It is still inseparable from its own "hard foundation". After all, in two years, it has gone from 0 to 1.5 billion.
On this year's Double 11, Laifen Technology announced that the sales of the whole network exceeded 4400 million, the sales of a full range of products exceeded 800,000 units, an increase of 51 percent over last year72%。
You must know that this year's Double 11 can be described as the worst Double 11, and the turnover of the whole network is less than half of the total turnover of a platform on Tmall last year.
It is inevitable that you can't do without the support of fans, but if you just rely on the love of fans. Relying on eating the old book, how can Laifen fight with the old boss Dyson?
Three or five hundred yuan of products dare to call for a thousand-yuan level of high-speed hair dryers, the founder is directly spoken, to achieve "technology inclusive" so that more people can afford high-speed hair dryers.
Source: Screenshot of station b.
The three-phase brushless motor and the ultimate fluid air duct design enable Leven to have the confidence and strength to achieve universal technology.
And Laifen not only has to roll other brands, but also its own products.
The price of the style launched after the flagship model is lower, the performance is only slightly reduced, the color scheme is more minimalist and younger, and the cost performance is also greatly improved.
Laifen adopts the idea of "letting high-end products fly into the homes of ordinary people".
There are a lot of such brands on the market now, but very few can be mixed in the end.
Take Perfect Diary as an example, at the beginning, it became popular by relying on the concept of replacing big names, but now, it has been replaced by other cheaper brands, and growth has become a problem.
In fact, low price is only the entry point, and the ultimate satisfaction of user needs is the key point of Leifen corner overtaking. The success of Laifen lies in not only understanding the product, but also understanding the user value behind the product.
Water can carry a boat, or it can capsize a boat. The brand and the traffic complement each other, give consumers enough "face", have their own excellent "lining", after the logo is completed, just put it, there will be a kind of magic that people are vying for.
But if there is a dispute, in all kinds of "** battles", it is really hard to say who can win between the brand side and the spokesperson.
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