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** 007 of the brand world
Author 007 of the brand world
Seeing him raise the Zhu Tower, seeing him feasting guests, seeing his building collapse. ”
This sentence is used to describe Ai Fukuhara, which is very appropriate.
Because recently her live broadcast debut overturned!
According to statistics from multiple platforms, Ai Fukuhara's live broadcast lasted for nearly two hours, during which 24 kinds of goods were displayed, including red envelopes, tissues, toothbrushes and other daily necessities, but the final number of ** people was only 7420,000, with a peak of 1 people90,000, with an average of about 6,000 people.
The total sales volume (GMV) is even unable to catch up with the waist anchors of live broadcast platforms such as Douyin and KuaishouIt was only 23,496 yuan, the number of traded goods was 2,375, and the average unit price was less than 100 yuan.
Source: Pear**.
So, soonAi Fukuhara's first live broadcast brought less than 250,000 yuan, rushed to the hot search.
From being praised by the Japanese as a "genius girl", praised by the Chinese for being sweet and cute, like a "porcelain doll", to the live broadcast with goods was boycotted by the whole network.
Ai Fukuhara will come to this point, not without reason.
The most critical point is that there is too much negative news about her.
When I was a child, Ai Fukuhara's popularity was really good, after all, she was cute and hard-working, and she was so tired that she had to train for more than 4 hours every day to shed tears, and everyone was in a mood of "distress + want to care" for her.
In addition, Ai Fukuhara has achieved good results after that, and there are even more people who like her:
In 2012, she participated in the London Olympics and won the second place in the women's table tennis team;
In 2016, she participated in the 53rd World Table Tennis Championships team competition and won the women's table tennis team runner-up;
On August 11, 2016, she won the 4th place in the women's singles table tennis at the Rio Olympics.
Therefore, after Ai Fukuhara married in China, "good wife and good mother" has almost become synonymous with her.
can cook, do laundry, stand at the door every day to send her husband out, wait for her husband to come home every day, and can't see a little star player's shelf.
As a result, who would have thought that she was so full of buffs on her body, but after the divorce, she was trapped in the "derailment door" and was exposed to being entangled with a married man.
Moreover, the Tokyo Family Court ruled that the custody of the eldest son should be given to the man Jiang Hongjie (her ex-husband), and Ai Fukuhara refused to fulfill the judgment.
WaitAi Fukuhara may face more than 2 years in prisonWhen the topic rushed to the hot search, everyone's filter on her was broken.
Now to engage in live streaming will not only not make her popularity generate commercial value, but will drag down the brand, making consumers feel that these brands are "hungry" and "do not do background adjustment".
Of course, the deterioration of the live broadcast environment is also a oneVery important factor.
When live broadcasts were just emerging, it was very popular for celebrities to bring goods after they came out.
According to incomplete statistics, at least 500 artists will make their debut with goods in 2020, and stars such as Liu Tao, Chen He, Wang Feng, and Qin Hailu have made a lot of money.
Take Wang Feng as an example, not only when he was the "Chief Live Broadcast Officer of JD.com" in 2020, he couldGrab 200 million, and then change the platform, and then label it as "debut", and you can still enter the top three on the Douyin listThe cumulative sales in one month exceeded 50 million yuan
As long as he lowers his profile, he can make many consumers become his loyal customers: "Live streaming has another meaning for me, that is, how to make me get along with everyone more casually and easily, and bring more benefits to everyone." ”
Source: Weibo.
And now, as the competition among anchors becomes more and more fierce, consumers are no longer new to celebrities bringing goods.
Whether it is a sports star or a drama star, fame is no longer the decisive factor that affects everyone's order.
The mechanism that can bring more discounts and provide more professional explanations is the fundamental reason why everyone is willing to pay.
Therefore, it is not so easy for a "live broadcast white" like Ai Fukuhara to cut the leeks of Chinese consumers.
First of all, during the live broadcast, she lacked interaction with the audience and did not provide emotional value to consumers. Secondly, the preparation for the selection is not sufficient, and many low-cost daily necessities on the shelves cannot meet the expectations of fans. Finally, her preferential mechanism is not outstanding in the live broadcast circle.
Although Ai Fukuhara said that she would seriously summarize the lessons and lessons in the future and continuously improve the content and methods of the live broadcast, but at the moment when a large number of celebrities withdrew from the live broadcast platform, she chose to swim against the current, and whether she could really become an anchor with goods recognized by the audience still has a big question mark.
Source: Sina Finance.
After all, because of the discharge of nuclear-contaminated water into the sea, the public's perception of Japan has also deteriorated.
Since August last year, a large number of consumers have begun to return Japanese cosmetics on social platforms.
According to data from the General Administration of Customs, cosmetics imported from Japan began to decline significantly from May this year. Among them, the import value in June fell by 8 year-on-year4%, and the import value in July fell by 30% year-on-year.
Source: Xiaohongshu netizens.
Procter & Gamble, a global consumer goods giant, saw a 34% drop in sales of high-end skincare brand SK-II in Greater China in the second fiscal quarter ending at the end of December 2023.
Source: Weibo.
And Shiseido is even more difficult to survive. According to the financial report, entering the third quarter, Shiseido's sales increased by 15% year-on-year, and its core operating profit also fell sharply by 53% to 8.8 billion yen (equivalent to about 400 million yuan).
You may not have a concept of data alone, but a simple summary is from 2021The third quarter was the worst quarter for the Shiseido brand.
Suntory was also overwhelmed by the business war of Oriental Leaves. Even if the brand comes out to clarify that it has no food safety problems: "Suntory's drinks sold in China are basically produced and processed in China, and the raw materials also come from Fujian, which will not be affected by the discharge of nuclear contaminated water from Japan." ”
But for ordinary consumers, they still don't want to bet on that possibility.
Therefore, even brands with fixed consumer groups can't bear the loss of fans and the decline in sales, not to mention Ai Fukuhara, who is already riddled with negative news and has no live broadcast experience.
Some people don't understand that doing business is the most exquisite"The right time, the right place and the right people"., Ai Fukuhara doesn't occupy any of them, why do you want to squeeze into the live broadcast circle now?
No way, the cake of the industry is too big.
Just like some time ago, the 2023 net income ranking of online anchors uploaded on the Internet shocked melon-eating netizens. As the head anchor of the three major delivery platforms, the net income of Crazy Brother Yang, Simba and Li Jiaqi is as high as 32100 million, 30500 million and 22700 million is an amount that ordinary workers dare not think of in their lifetime.
Therefore, once there is traffic, everyone wants to try to see if they can bring goods live to monetize.
Source: Sina Weibo has only now reached the second half of live broadcasting, and the competition has become white-hot.
Ai Fukuhara is not like the top anchors in the top few, she has been there since the beginning of live broadcasting, and she can play with the rules of the industry.
Hotspot Engine Project is not like anchors such as Dong Yuhui and Dong Jie, who can make live broadcasts with personal characteristics. Relying only on a few fans who are willing to pay for their feelings, if they want to carry sales, it is tantamount to a fantasy ......