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After The Apology, Weiya Grabs The Pants With The Goods

2021/6/1 11:40:00 2

Via

E-commerce live with goods, in essence, is a kind of marketing means to achieve impulsive consumption under the hot atmosphere deliberately created.
No matter the short video platform or the e-commerce platform, the resources are concentrated to boost the popularity of some so-called Internet Celebrities. The so-called stars that are catalytic and rapid are used to induce fans to quickly place orders for various products that are not at all in their minds or have no knowledge of the root, but are highly praised.
2020 is the beginning year of live delivery and the most crazy year. Celebrities, large and small, from entrepreneurs to stars, from well-known hosts to big V and famous people who want to get rid of the traffic, all jump into the live broadcasting room one after another. They hope that within one or two hours, through eloquent performances and the mutual promotion of one to two and three supports in the live broadcasting room, we can realize a sales frenzy of hundreds of billions.
Only when the tide goes out will we know who is swimming naked. This is an irrefutable truth. This year, the live broadcast seems to be no longer so fanatical. Li Jiaqi has become silent, while Wei Ya is once again caught in the storm of selling fake goods. Luo Yonghao is almost forgotten by the public. Well known hosts and star artists who were once keen on live broadcasting also quickly put down the sideline of live broadcasting with goods and returned to their normal track.
Will live delivery become more and more silent, or even fade away? Is it a wonderful marketing idea or is it a farce that comes and goes quickly? With this stage, it seems that it is time to pick up the truth of live delivery.
Is Vera sincere in apologizing?
On May 28, Weiya apologized on her microblog for a co branded product sold before.
Previously, weia recommended a hanging neck fan in the studio, claiming it was co branded with international brands. After the broadcast, the so-called "co branded" fan was questioned by users as fake goods. Then, weia announced that this product was recommended by the second person of tmall store. In the case of netizens still don't buy the bill, Weiya apologized through microblog.
"This authorization dispute is a lesson that my team and I will never forget, and we will never evade our responsibilities in this case," she said
However, for the content of the apology, many consumers think there is no sincerity.
Wei Ya sells fake goods to apologize, only refund does not return, processing is too perfunctory, false a compensate three promise where? Objectively speaking, small fans that can only sell for dozens of yuan are sold for 198 yuan, and the users are aiming at the international famous brands. Since there is no authorization, it can be clearly identified as fake, fake a compensation for three is the most basic.
"Wei Ya, worth 9 billion, has been listed in China's rich list. She can't be a victim's aggrieved attitude, but she has to take on some responsibilities."
Some media believe that in this fake sale event, as a platform party, tmall does not make any statement. It looks as if it has nothing to do with itself. Weiya has even claimed that the product is recommended by tmall's Xiaoer. However, after the Dongchuang incident, tmall did not come forward to shoulder the responsibility together, and the label of "black hearted" and "unscrupulous" was firmly attached by the injured consumers again!
It's not the first time that Viva is suspected of selling counterfeit goods.
The official account number of Chengdu Commercial Daily, red star capital Bureau, said in a news release:
In January 2020, ash AI Xi, an Italian luxury brand, said in a micro blog that it had received many complaints from consumers and sales channels that Taobao shop of "Weiya viya high-end customized women's shoes" had plagiarized (counterfeited) many products of ash brand and sold them in the "Viva viya live studio";
In March 2020, the clothing brand squarecircle published an article saying that weia sold its own women's clothing store goods in the live broadcast, including a knitted cardigan sweater suspected of plagiarizing the goods it sold online in an official store on an e-commerce platform
The sale of counterfeit goods in e-commerce is not new. Celebrities such as Li Da and Luo Yonghao have also been accused of selling fake goods. At the beginning, Simba became a "fast hand brother", relying on the support of "family members". However, after the fake bird's nest incident, it is impossible for Simba to reappear its former glory after its return.
Li Jiaqi breaks through
Weiya sells fake goods, Simba sells fake goods, and Luo Yonghao sells fake goods. How much fire does the live broadcast bring, there will be many pits.
Since the beginning of this year, another head anchor, Li Jiaqi, seems to have intentionally or unintentionally dropped the label of live broadcasting. More reports on Li Jiaqi come from breaking up and reuniting with his assistant, getting married, and even making movies. Li Jiaqi also said from time to time that she wanted to create her own cosmetics brand.
Live broadcast of this bowl of rice, more and more delicious!
In a live broadcast on May 22, Li Jiaqi said improperly that "if a pregnant mother is ugly, her husband will take it with her after giving birth to a baby". She was considered disrespectful to pregnant women and was criticized by many female netizens. There are also media points out that Li Jiaqi has uncomfortable words in many live broadcasts, such as "driving" during a live broadcast of "eating jelly" with Yang Mi, which made Yang Mi say "I can't understand" embarrassingly.
Intentionally or unintentionally, Li Jiaqi's marketing logic often forms "intimidating" sexual consumption by selling anxiety, making women ugly, and women getting older at the age of 25. On the other hand, it advocates that women should introduce material values, link women's values with commodities, and export high consumerism recklessly. For example, the saying that "your husband will love you more when you buy this lipstick" appears many times.
In an interview, Li Jiaqi confessed that after being popular, "I floated by, and I felt that I was very powerful and special." But also only for a short time, now "I am not so publicity.".
In June 2020, some media questioned that Li Jiaqi was lagging behind and her growth was in a bottleneck. The number of online viewing in Li Jiaqi's live broadcasting room was less than half of that of Weiya, and the number of products with a unit price of more than 500 yuan was less than that of Weiya.
Last year, Li Jiaqi guest starred in the National Day film home at one o'clock. In addition to experimenting in the entertainment industry and taking part in the cover shooting of various print magazines, Li Jiaqi constantly tried to close the distance with star artists, and constantly opened cooperation with Cai Yilin, Hu Ge, Zhu Yilong and others in the live broadcasting room.
Li Jiaqi has fully realized that the peak traffic of online celebrities is limited. In his opinion, Taobao live broadcasting may not be a long-term road: "so one of my current directions is to constantly improve myself, then precipitate fans and make my own brand." Li Jiaqi once thought, "my dream is to be a beauty brand of Li Jiaqi. It is not a net red brand, but a world-famous brand of new domestic products."
Regulation issued
No matter Li Jiaqi or Weiya, there are many problems in the live room. As public figures, their words and deeds have a great influence and imitation on young people.
Throughout the whole industry, not only the products themselves are full of all kinds of counterfeiting and counterfeiting, but also the data fraud is almost an open secret.
The traffic data of the three platforms (Taobao live broadcast, fast hand and shaking tone) with goods are clearly marked on the gray and black markets.
Taking Taobao live broadcast as an example, someone has launched a package for the platform. Among them, the premium package includes 10000 manual viewing, 100000 likes, 400uv (independent visitors) and 10 people interacting for one hour. The price is 328 yuan.
In addition to similar combination packages, some people also split the individual data for sale: RMB 120 for 10000 viewers, RMB 10 for 10000 likes, and RMB 50 for one hour of interaction between different users. Based on this calculation, it only costs 12000 yuan if you want to produce a host with millions of viewers in Taobao live broadcast.
Compared with Taobao live broadcast, it may be because there are many types of data, and the false data of live broadcast of shaking sound is relatively expensive in gray and black markets.
If the main body of the live account is organization and company, the data displayed in the upper right corner is the number of people watching; If the subject of the live account is an individual, the data displayed in the upper right corner is popularity.
"The popularity price is high, the person time is relatively cheap, and the cost performance is high." Doudou (pseudonym) set up an online store to provide various data services on the twitter platform. 10000 viewers only need 280 yuan. In other words, it costs 28000 yuan to produce an institutional anchor with millions of viewers on the tremolo platform.
According to the popularity calculation, if you want to rely on traffic fraud to become a million popular anchor in tremolo, you need at least 400000 yuan. It is worth mentioning that Douyin officially launched the Dou + service, claiming that it can bring more viewers to the studio. Among them, 100 yuan is expected to bring 50-300 people to the live room.
The new regulation, which is known as "the strongest supervision of live network in history", has been implemented. From May 25, the "management measures for online live marketing (Trial)" jointly issued by seven departments including the state Internet Information Office, the Ministry of public security and the Ministry of Commerce, was officially implemented.
It clearly stipulates that it is not allowed to make up or tamper with the data flow such as transactions, attention, views and likes. Operators of live broadcasting room and marketing personnel of live broadcasting are not allowed to market fake and shoddy commodities, infringe intellectual property rights or do not meet the personal and property safety requirements of * * when engaging in network live marketing activities.
According to the interpretation of Legal Daily, the highlight of the management measures is to stipulate the responsibilities and obligations of the "live marketing platform"
The platform is required to establish a recognition model of " and take regulatory measures such as pop-up window prompt, significant identification, function and flow restriction for behaviors with high level of " and potential impact on physical and mental health of minors. The platform is required to take measures such as blocking live broadcast, closing account number, blacklist and joint punishment for illegal behaviors.
According to the needs, the regulatory authorities can carry out supervision and inspection on the live marketing platform, carry out special inspection on the platform with problems, implement information sharing on the list of live marketing market entities that seriously violate laws and regulations, and carry out joint punishment according to law.
In other words, the live broadcast platform (Taobao, shuoyin, Kuaishou, etc.) needs to undertake strict supervision and management responsibilities. It is not allowed to give false publicity to the anchor with goods or advocate impulsive marketing behavior. It is necessary to take regulatory measures such as pop-up prompts, prominent signs, function and flow restrictions
Take a look at the underpants with goods in live broadcast
Who made live delivery? It is said that it is Jiang Fan of Ali. Yes, it is Ali Jiang Fan who was complained by his wife on Weibo that he almost lost his position.
In March 2016, when the new live broadcasting platform had not reached its peak, Taobao live broadcast began trial operation, and the operator was Jiang Fan. However, no one thought that Jiang Fan brought Ali a new imagination space and opened Pandora's box.
According to the article of zhongjin.com, live delivery with goods is a bubble in 2020. This judgment seems to be true so far. When the public returns to rationality, they may be able to see more vividly the various "flowers of evil" brought by live broadcasting.
First, live delivery is full of scams. As early as last year, I firmly believe that live delivery is full of deception and various invisible traps. Data fraud, almost every well-known anchor has been hyped to recommend fake products.
Second, live broadcasting with goods advocates irrational consumption. In a short time of one or two hours, the anchors were beaten with chicken blood. OMG bought it and bought it. This almost hysterical mania made the young fans unable to withstand the temptation and placed orders with "little hands", regardless of whether they really need it or not.
Third, harvest the IQ tax of consumers. There is no difference between live delivery of goods by e-commerce and shopping on TV. Both of them rely on the IQ tax of people who are hot at the moment of harvest. However, most of the middle-aged and elderly people are harvested by live TV, while the young people are mostly harvested by e-commerce live broadcast.
Fourth, those Internet celebrities have led to many bad values of young people. Li Jiaqi, Weiya, these anchors seem to have become traffic stars. When they demonstrate and advocate consumption, they have, to a large extent, induced young people to "love vanity", constantly pursue material desires and advocate the so-called fleeting trend, which makes the young fans' mentality more impetuous and biased.
The author still firmly believes that advocating excessive fast fashion consumption and selling anxiety are the "evil flowers" of the society, and live delivery with goods is not a marketing behavior that can last for a long time, or even be a one-off marketing behavior!

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