Text: Reliable A star
A few days ago I read about the "Via Li Jiaqi joined hands to ban Paris L'Oréal" content, at first I thought it was the title party, did not think that today there are well-known media began to tear up paris L'Oréal "provoke public anger", "can not apologize", "routine consumers" and other criticisms. Did L'Oréal Paris make a low-level mistake like Dior and D&G?
Roughly understand, is the Paris L'Oréal found Via Li Jiaqi live with goods, Paris L'Oréal does not know which tendon is wrong, they also sent a wave of coupons to consumers, the cost is much lower than the two anchors, this fan does not do it, the original live broadcast fans are running to the "lowest price of the whole network" over, the result is not as good as the merchant flagship store price concession range, the result is inevitably complained about a wave. So the two live broadcast rooms ventilated, joined hands to refuse to cooperate with this big customer, but also a bit to temporarily block L'Oréal in the live network red circle of retaliation. I also want to tell my peers and consumers to see what L'Oréal Paris has done? They are not authentic!
L'Oréal also feels very confused, my own brand and own products do not have the power to give back to consumers? "The lowest price on the whole network" This copywriting is rotten, with why you can use the low price I can't do, you Weiya and Li Jiaqi are not for the platform to bring goods "hit the worker", the benefits are for consumers, double 11 GMV are counted as platforms, and what's wrong! Some lawyers even jumped out and said L'Oréal was suspected of commercial fraud.
To be fair, L'Oréal did challenge the "unspoken rules" of the live broadcasting industry, but they did not go wrong, but wanted to do it for a long time, and their "apology" for issuing a controversial statement was actually an apology to the consumer experience, and did not apologize to Wei Ya or Li Jiaqi in the live broadcast room, which is very important!
(▲L'Oréal Paris Statement)
In fact, L'Oréal did not play cards according to the routine, and issued additional coupons to fans, resulting in consumers who have been unhappy in the online red live broadcast room; in other words, if the brand does not do additional preferential activities, consumers will buy in the live broadcast room, and there will be no complaints at all, or how to say that 90% of the pain in life comes from comparison.
Rather than saying that L'Oréal Paris's tumultuous operation involves "business dishonesty" or "routine consumers" and "commercial fraud", it is better to say that it pierces the "window paper" of the core competitiveness of the live e-commerce anchor - it must get the lowest price of the whole network with goods; in other words, the real consumer in the live broadcast room is a group of people who are addicted to wool to support the anchor to do tens of billions of projects.
I want to say that a giant who has earned women for nearly a hundred years is difficult to fall into the hands of two red people who have only made women money for a few years, but behind the red people stands a platform, and this matter is not so easy to be good. Because it involves the long-term interests of live e-commerce for brand owners, L'Oréal sees it very clearly.
First, L'Oréal is the earliest company involved in live e-commerce
When I first came into contact with this news, my first reaction was: Is it hype on both sides? After all, L'Oréal and Alibaba's live influencer model have different origins, and other brands will make such low-level mistakes, L'Oréal is absolutely not.
(▲ A 2017 report, searching for "BA internet celebrity" will have a bunch of such press releases, BA is the brief introduction of the beauty adviser, meaning "beauty consultant", in fact, it is the "counter salesman" in the L'Oréal Group.) ）
Beauty ONE is almost with Ruhan e-commerce in the Tao e-commerce, Ruhan ran out of the fashion model circle in zhang Dayi, and the United States ONE is very smart, knows that the model looks good, but itself is mostly not too short of money and other income, and do not know much about sales skills, why not look for a good-looking salesman? As an internet celebrity incubator, One is a counter consumer selected from the L'Oréal Group, and there is no better choice than L'Oréal.
At that time, Alibaba urgently transformed new retail, tilted the traffic from the store to the content and people, and also made angel investment in the United States ONE; L'Oréal cooperated with the United States ONE and the platform to select Li Jiaqi from the counter salesman Zhonghai, and was brought out by the American ONE, a sentence of "OMG all girls", the atmosphere value was directly pulled full, and he became the Li Jiaqi you know.
(▲ It is another draft of Li Jiaqi in the early years, the timeline and the upper face, or "BA internet celebrity")
American ONE took L'Oréal's "BA net red" as a strategy, so that L'Oréal was once very top-notch, they saw the hope of transforming from offline counters to online e-commerce models, and One successfully won the first prize of L'Oréal Group Global Innovation Award NEXT Inovation, translating this award is: the highest award for future-oriented innovation.
And now you tell me that L'Oréal's li Jiaqi who was sent out only recognizes the United States ONE, does not recognize the old owner, this old owner is the "grandfather" of live e-commerce, and now begins to dig the "corner" of the "wall corner" of the U.S. ONE head live broadcast room, is it not unexpected, surprised?!
The question is, as the elder of the start of live e-commerce, why do you do this, this is intriguing!?
Second, a shop big cheats a shop big cheats customers, disobey to do it
I don't know if you recognize this theory, in the business world, "shop bully" and "shop cheat" are always a pair of games.
The platform is bullish, that is, it can suppress the merchant's account period payment, which is called "shop bully"; Apple product double 11 is not discounted, the platform wants to subsidize itself to pay money, which is called "customer big cheating store". Whether you exist or not, this thing always exists. As long as the platform is not large enough to be able to store big bullies, it is bullied by customers, so the small platform is quite miserable.
In the field of live e-commerce, the live broadcast room can be regarded as a "store" in the platform, and if it is done, the price of the brand owner can be continuously lowered, although it is through the form of coupons, it can also really reduce the profit margin of the brand product. As long as the brand is large enough, customers can also bully some anchors who are not too big names; so the live e-commerce must be done into the head, in order to better have a strong bargaining power in the merchant, more advantages than other Internet celebrities selling the same product; and to do the head must have traffic, in addition to the platform support exposure frequency rate, but also to get lower goods, so that consumers give up search to see time-consuming live shopping.
A Xing has written an article before that because for enterprises, "price" must have a certain amount of moisture, or there will be no profits, some profits are more services; some profits are less services, and consumers can adjust and balance the market by themselves. You seem to be driving down the profits of the brand, so that the consumer, in fact, in the long run must be the decline in quality and service, I have not seen consumers play the routine to win the enterprise. But now that the model of online celebrity live broadcasting has been kidnapped by low prices, if they do not suppress low prices, where is their value reflected?
(▲ I obviously like it, but I say I don't agree with it, woman!) ）
Originally Li Jiaqivia played this set of price reduction model has been very 6, they themselves have always had the strength and aura of "coercing consumers to make the brand", but L'Oréal as a giant in the international beauty field, the general status should be comparable to the status of Procter & Gamble in the field of daily chemicals, and L'Oréal Paris also wants to have the big brand right of "big cheating stores". Because the largest profit margin of cosmetics is often the most hit by TV commercials, it is also the easiest to reduce prices. At the beginning, when everyone recognized the brand, the Internet celebrities wanted to hug their thighs.
It's like if you want to be an Internet celebrity with shampoo or drinks, you can't help but give P&G or Coca-Cola face, right?! Procter & Gamble and Coca-Cola privately send vouchers to fans, you can't always run over to black procter & Gamble or Coca-Cola when you are weak, right? But there is a situation that you really will, that is, you already have enough customers to no longer be limited to being an influencer in a certain category. In other words, you think you don't have to eat that old customer meal anymore.
The key is why L'Oréal is willing to lower the price, but also to personally subsidize consumers, why not directly let Li Jiaqivia send coupons, why not just send it, why should I make it thankless? This problem is the core problem of "brand" for brand owners, I remember ah Xing said when he was in a marketing class, "Brand is the relationship between enterprises and users". Think about it now for L'Oréal, whether it is the consumers attracted by its own brand or the consumers attracted by the low price in the live broadcast room, this must be clearly distinguished. For consumers, it is also a real "whose meal do we eat?" " question.
If it is Via and Li Jiaqi to send the brand coupon, that is the fan is Wei Ya and Li Jiaqi, is the private domain traffic of this internet celebrity, the brand owner only goes to the sales volume of the internet celebrity, the fan recognizes not the brand owner; but if the fan takes the coupon of the enterprise, that is the private domain traffic of the brand, and the fan recognizes the benefit given by the brand owner. Obviously, now L'Oréal wants to test the waters, telling fans: "The benefits are given by L'Oréal, not by any anchor." ”
Everybody gets it! In the live broadcast scenario, the coupons are from the enterprise product premium (the so-called low price is also given to the consumer by the enterprise), and now Li Jiaqi and Wei Ya are actually taking the low prices and benefits given by the enterprise and the brand to the consumer to set up their own "signboard"; then you say, the live broadcast consumer recognizes the enterprise, or recognizes the anchor?
Wei Ya and Li Jiaqi must be more sincere, they understand that their fans are actually loyal to their so-called loyalty is to value the "lowest price on the whole network", not how attractive their own IP is. Why not install it, but also send a statement to intimidate customers. Because if L'Oréal's head is opened, it can't be stopped, the company can quickly send Wei Ya and Li Jiaqi traffic over, there is no "King Kong cover" at the lowest price of the whole network, naturally there is no "iron cloth shirt", and the live Internet celebrities can wash and sleep!
This is also the reason why the two anchors turned their faces and did not recognize people, and they had to make L'Oréal bow their heads and apologize and kneel down to beg for forgiveness. By the way, to deter a wave of other brand partners, who dares to try such a private price reduction in the future? The society is dead.
Third, consumers do not have the problem of who to eat
L'Oréal must be quite entangled and unhappy about the current situation.
At the beginning, he obviously held the best quality potential stocks with goods, but did not know how to incubate, originally thought that with the help of the incubation ability of Meijian and Alibaba, he could bring more goods; but his low-price preferential rights were directly transferred to the MCN and its top internet celebrities invested by the platform. Originally Li Jiaqi was l'Oréal's worker, and now the century-old L'Oréal store wants to work for its former employees.
I believe that this is just L'Oréal testing the waters, so as to gradually flip the market, no longer use their own products, premium space for the goods to attract traffic to do deals, to reverse this passive position of the effort, and this effort through the expression and statement of the store xiao two can be seen to have been accumulated for a long time.
From L'Oréal's experience of making wedding dresses for others, the company's "self-broadcast" is the only way out, and the goal of cooperation with Internet celebrities should be placed on pouring fans and draining transactions in their own live broadcast rooms, rather than trading in the Internet celebrity live broadcast room; the value of anchors is strictly limited to marketing salesmen, but washing away their own consumers, then the so-called brand assets of the so-called enterprises will also be self-deprecating.
Some people say that the traffic and strength of Via and Li Jiaqi can block L'Oréal, and they can bring more Estée Lauder and domestic beauty brands! This is to not see the appearance, but also ignore the industry giants in the control of "pricing power" will show unprecedented unity, capital has always been to fool the bottom people to talk about personality freely, their own group is highly united.
If Li Jiaqi and Via can really ban L'Oréal, L'Oréal's turnover on Taobao has gone down, do you think L'Oréal will not support the beauty categories of JD.com, Douyin, and Pinduoduo? (Maybe these brand business leaders have already acted), to strengthen a wave of low prices and advertising, is it difficult for consumers to jump to an APP to place an order? Are adults, don't talk about banning anyone at every turn, it's funny, you know?
In fact, consumers do not have the problem of who to eat, the so-called anchors, brand owners, platforms they all eat our consumers' meals! The practice of live e-commerce anchors captivating consumers is nothing more than cutting the leeks of the enterprise by letting consumers make profits, anyway, as long as there are enough enterprises, each one is cut, and there is always a profit. But the enterprise cut more, the service and quality will decline, the enterprise will also find a way to shoddy, which has been verified in the field of group buying, the normal price of the user can and the group purchase website to grab the coupon of the consumer to enjoy the same treatment, which is unfair to normal consumers!
As a platform, the media itself is actually not suitable for the next line, because if it is not related to interests, the conflict between their anchors and brand owners, or the competition between the platform and the brand owners, should hold a wall-watch mentality of the more fierce the better, rather than jumping in and saying: "L'Oréal, you give consumers high subsidies for coupons, do you know if you have violated the law?" "What's it called! This is called "infidelity" among consumers. Because once consumers can only buy a low-price model in the live broadcast room, then consumers will have to be forced to watch the live broadcast, and enterprises do not want to send money to the live broadcast room and have to queue up to send money. It's a vicious circle.
It is expected that the current enterprises and the new consumption D2C model can avoid the temptation of low-cost promotions and goods in the short term of live e-commerce, do their own private domain traffic in a down-to-earth manner, strengthen their brand influence, return to the original intention of getting what they pay for and serve their own users, and keep a distance from those middlemen who seek consumer welfare.
Live e-commerce Related reading:
Live e-commerce cannot always go to the low-price model
▼About the Author
Reliable A Xing (Li Xing), public account: Reliable A Xing, author of the book "Media Strategy"