On the evening of February 19, Messi responded to the Hong Kong exhibition match for the third time.
On his personal Weibo, Messi posted ** saying that he did not want to play for other reasons, but that he had adductor inflammation and the risk of aggravating the injury, so he could not play. Messi also emphasized that he has "special feelings" for Chinese fans and hopes to meet again soon.
On February 4, Messi missed the Miami International Club's exhibition match in Hong Kong, China, but played in Japan three days later, which continued to attract attention. After the incident, the major brands endorsed by Messi remained silent, but Chishuihe Liquor, which had just officially announced Messi's signature and blessing liquor in mid-January, could not escape the questioning of netizens and was asked to terminate the contract with Messi: "Hurry up and end the endorsement!" "Quickly remove the Messi ad on the high-speed rail. ”
Zhongxin Finance noticed that at present, Chishui River Liquor can no longer be retrieved on the Jingdong platform, but through the previous browsing record query, it was found that all the products in its store, including Messi's signature blessing, have been removed from the shelves.
Chishui River Liquor Jingdong's self-operated *** can no longer be retrieved, and all the products in its store, including Messi's signature blessing, have been removed from the shelves. Screenshot from e-commerce platform.
According to a previous report by the first financial news, Chishui River Liquor Jingdong's self-operated *** customer service said that the product was taken off the shelves during the Spring Festival holiday, and it was somewhat affected by the Messi incident, but it is not clear whether Messi will be used as a spokesperson.
On February 20, when Zhongxin Finance asked again, the customer service had avoided talking about Messi, only saying that "the store products are currently in the process of adjustment and optimization, and the shelf time is mainly based on specific announcements." However, the brand introduction automatically pushed in the store still has the words "Hand in Hand with Macy".
Zhongxin Financial Inquiry found that at present, the official Weibo and Douyin accounts of Chishui River Wine have emptied Messi-related content, and only Weibo has a co-creation Weibo with Messi. The update of its official WeChat *** stayed on February 6, and its text was accompanied by a poster of Messi.
Chishui River Wine's official Weibo only has one Weibo co-created with Messi, and other Messi-related promotional Weibo has been emptied. Screenshot from the short ** platform.
As a well-known football star, Messi's commercial value has attracted the attention of brands. According to the 2023 Global Athlete Income List released by Forbes magazine, Messi won with 1$300 million came in second place, with $65 million in on-site payroll and $65 million in off-site commercial income. In addition, Messi is also the spokesperson for brands such as Pepsi, Budweiser, and J&T Express.
Chishui River Wine undoubtedly also invested heavily in inviting Messi to publicize.
On January 11, Messi officially announced that he was holding hands with Chishui River Wine. Messi's personal Weibo posted that Messi's signature blessing Chishui River wine was officially released on the same day, with a global limited edition of 10,000 pieces, and a promotional paragraph of Messi's signature for the wine bottles**.
Chishuihe Jingdong self-operated *** introduced, Messi's signature blessing Chishui River liquor is a 53-degree sauce-flavored liquor, 500ml per bottle, the price of a single bottle is 1499 yuan, and the price of 6 bottles is 6600 yuan. The customer service once told Zhongxin Finance that the signature on the bottle is the rubbing after Messi's autograph, not the autograph like in **. Zhongxin Finance searched and found that the price of the non-signed version of the same wine sold in the store was 1,099 yuan. This means that the consumer used a premium of 400 yuan to get Messi's printed signature.
At the same time, Chishuihe Liquor also placed Messi's endorsement advertisements on highways and ** platforms in some provinces.
Chishui River Liquor has placed Messi's endorsement advertisements on highways in some provinces. Photo courtesy of the courtesy of the
Although "Messi sells wine" has caused controversy among netizens, it has undoubtedly made Chishui River Wine use Messi's IP to brush a large wave of presence in front of the public.
Zhongxin Finance noticed through previous collection records that more than 500 people have commented on the product page of this liquor, and some netizens have posted autographed jerseys limited to the top 5 buyers of 10 cases or more. According to the pricing of the product, it will cost at least 66,000 yuan.
On the second-hand platform, some netizens are currently hanging out the hand-signed jerseys obtained at the signing ceremony of Messi and Chishuihe Baijiu, asking for 48,888 yuan.
*: China News Network.