In today's era of social prosperity, live streaming has become an emerging and controversial marketing method. Recently, a live streaming event involving celebrity couple Yang Zi and Huang Shengyi has attracted great public attention, but behind this event is a series of confusing contract disputes. This live broadcast hosted by Douyin influencer @cousin (Qin Jinjin) was supposed to be a glamorous sales event, however, the truth was far from the case.
There is an imbalance between the huge investment and the harvest.
The core of the controversy is that Ms. Wang, the person in charge of a bacon brand, invested as much as 1.7 million yuan in bacon products for this live broadcast activity. In today's consumer market, celebrity power is often seen as a powerful driver of sales, and Ms. Wang is clearly participating with that hope. However, reality dealt her a heavy blow - only one product was sold in the whole event, and the expected live broadcast of the stars in the same frame did not happen.
The gap between promise and reality.
The organizer of the event, Shanghai Shengchenze Advertising Media ***Shengchenze Media), made a clear commitment to Ms. Wang before the event: there will be celebrities participating in the live broadcast and ensuring sales of at least 1.4 million yuan. With such a commitment, it is difficult for any merchant to resist participating. But the reality is that Ms. Wang and the other participating merchants are faced with the brutal fact that sales are far from meeting expectations, let alone the refunds promised by Shengchenze Media.
Celebrities justify the disappointment of merchants.
On January 25, as one of the focus figures of the live streaming event, Huang Shengyi's studio issued a statement clarifying the method and scope of participating in the event. The statement denied that Huang Shengyi and Yang Zi had any form of investment authorization or guarantee commitment, and stressed that the two had fully fulfilled the content of the contract. This statement undoubtedly adds more complexity to this dispute, and people can't help but wonder how many unknown business operations and communication mistakes are hidden behind this seemingly prosperous live broadcast?
Collective rights protection of merchants.
The turning point to further complicate the situation was when more than 60 merchants called the police, claiming that they had paid more than $30 million in service fees, but the returns were far from what they expected. The merchants insisted that Shengchenze Media was suspected of contract fraud. If this accusation is established, it will drop a heavy bomb on the entire live streaming industry. ** It was confirmed on January 26 that the case was in the investigation stage, which undoubtedly added to the suspense of the incident.
The shadow of live streaming.
In this high-profile contract dispute, the aura of live streaming has gradually dimmed. When the names of Yang Zi and Huang Shengyi became a major selling point of the event, the merchants invested heavily in anticipation, hoping to bring sales miracles through star effect. However, the experiences of Ms. Wang and other businesses reveal a harsh reality: the high investment did not bring the expected returns, and what is even more sad is that the live broadcast of the stars they were looking forward to in the same frame has also come to naught.
Echo of the star's statement.
The statement from Wong's studio seems to add a bit of clarity to the chaotic affair. Although the statement denied any form of investment authorization or quantity guarantee, and emphasized that Huang Shengyi and Yang Zi had fulfilled the content of the contract, this did not completely quell the dissatisfaction of the merchants. In the win-win game of live streaming, the fame and influence of celebrities have become a double-edged sword, which can not only attract merchants to participate, but also make them fall into a huge gap between expectations and reality.
Merchant's equity dilemma.
With the fermentation of the incident, the collective rights protection actions of the merchants have attracted widespread attention. Many of them have invested huge sums of money in the hope of boosting product sales with the help of live streaming platforms and the influence of celebrities. However, when sales failed to meet expectations and Shengchenze Media refused to refund them, merchants were extremely disappointed. It's not just a dispute over money, it's about a breakdown of trust and commitment.
Review of the mode of live streaming.
This incident is not only a commercial dispute, but also a severe test of the current live streaming model. As an emerging e-commerce model, live streaming has quickly occupied a place in the market with its instant interaction and high popularity. However, when it comes to star power and high expectations, the fragility and risks of this model also come to the fore. Merchants and consumers are beginning to question: Is live streaming really a stable and reliable marketing strategy?
* Intervention and future outlook.
With the intervention of **, it seems that this dispute will usher in a legal resolution. But regardless of the outcome, the incident has already left a deep impression on the minds of the public. It is not only a dispute over a contract, but also a profound reflection on the current Internet marketing model. The model of live streaming requires a more mature and standardized operating mechanism to protect the rights and interests of all participants, especially when it comes to celebrities and large-scale investment.
The crisis of live streaming.
In this contract dispute involving live streaming, the collective police of a group of merchants became a turning point. They accused Shengchenze Media of contract fraud, claiming to have paid more than 30 million yuan in service fees but did not receive a corresponding return. This incident not only exposes the potential instability and risks in the field of live streaming, but also reflects the importance of integrity and transparency in the fast-growing e-commerce sector.
* The importance of intervention.
*The involvement in this case has brought a legal perspective to this turmoil. Although the person in charge of Shengchenze Media insisted that the company did not breach the contract and promised to arrange other live broadcasts and refunds for the merchants, the investigation will be an important verification of these claims. The intervention is not only a protection of the rights and interests of merchants, but also a norm and warning to the entire live streaming industry.
Shengchenze Media's coping strategy.
In the face of a complex list of allegations, the solution proposed by the head of Shengchenze Media — arranging for other live broadcasts and refunding them as per the contract — shows the company's efforts to regain trust. However, it remains to be seen whether this will be enough to quell merchants' dissatisfaction and doubts. In addition, the decision of Shengchenze Media employees to temporarily not work at the office due to safety concerns further exacerbated the tension of the incident.
The dilemma and expectation of merchants.
For merchants participating in live streaming, they are not only facing huge economic losses, but also serious shaking of trust in e-commerce platforms and live streaming models. They expect not only financial compensation, but also a basic guarantee of fair trade. What businesses are looking forward to is a clear explanation and fair handling, which is not only related to their direct interests, but also related to the healthy development of the entire industry.
Reflection and prospect of the live streaming model.
This incident has also triggered an in-depth reflection on the model of live streaming. Livestreaming does provide a new shopping platform for merchants and consumers, but it also exposes problems in terms of regulation, contract performance, and integrity. In the future, whether the live streaming industry can improve its standards and transparency, and establish a more sound rule system, has become a common concern for the industry and consumers.
In this turmoil of live streaming, Shengchenze Media's response and the business's response have become the focus. Merchants' expectations are not limited to financial compensation, but also the search for integrity and transparency in the emerging model of live streaming. With the intervention of the first and the attention of the public, this incident will become an important case in the field of live broadcast e-commerce, which puts forward higher requirements for industry norms and integrity management. In the future, how to ensure fairness and transparency while developing live streaming will be a major challenge for the entire industry.
Challenges and opportunities of live streaming.
The outcome of this contract dispute case will have a profound impact on the entire live streaming industry. How merchants and platforms maintain fairness, integrity, and a sense of responsibility while pursuing economic benefits will be the key factors that will determine the future direction of live streaming.
This is not only a dispute over contracts, but also a test of business ethics and responsibility under the e-commerce model. Although the journey of live streaming is full of challenges, it also contains infinite possibilities and opportunities.