Wang Lihong was cut by the endorsement brand
With the fermentation of Wang Lihong's divorce incident, a number of brands, including Infiniti and Zhou Dasheng, have announced their termination of contracts or no longer cooperate with them.
Among them, Infiniti officially announced its endorsement on December 16, and terminated the cooperation after only more than 30 hours, and Wang Lihong was called "the spokesperson of the daily throw" by netizens. According to media reports, Wang Lihong's endorsement fee was NT$30 million (about 6.87 million yuan).
As an artist who has debuted for more than 20 years, Wang Lihong's ability to absorb gold is not as good as before. Based on the income of the Forbes Celebrity List, Wang Lihong's income from 2010 to 2015 totaled about 460 million yuan, reaching 94 million yuan at its peak, but in 2015 it has been cut to 45.5 million yuan. In recent years, its album sales and concerts have not been higher than that year. Subsequently, Wang Lihong founded the clothing brand "Dragon's Descendant", promoted the online singing teaching platform "Yuexue", and also played live streaming with goods, but it was always tepid.
Since the beginning of this year, the frequent "overturning" of artists has made the brand frightened, and it is not known who will come first in traffic dividends and negative public opinion. In order to avoid being dragged down, brands are bound to choose celebrity endorsements more carefully, or simply use virtual idols.
Chanel appoints a new CEO after six years
On Tuesday, Chanel announced Leena Nair as the brand's new global CEO, a position that had been vacant for nearly six years.
Born in India, Nair, 52, has worked at Unilever for 30 years, starting as a management trainee and rising all the way to the top position in human resources at Unilever Group in 2016. "Unilever's first woman, Asian, youngest CHRO," her LinkedIn profile reads. Chanel said in a statement that hiring Nair "will further ensure Chanel's long-term success as a private company." It is reported that the new boss will take office in January next year and will be based in London.
Nair is not the first consumer goods company executive to be poached by the luxury industry, and in recent years fashion groups, including LVMH, have placed increasing emphasis on management talent with FMCG backgrounds. Imran Amed, founder and CEO of fashion media BoF, believes Chanel decided to hire Nair because of her extensive HUMAN resources background, suggesting that the company is struggling to adapt to changing consumer and workplace attitudes towards sustainability and diversity. "This marks a really important challenge for CHANEL in its quest to modernize its corporate culture."
Despite controversy over regular price increases and the Christmas calendar, Chanel remains the hottest luxury among consumers. Last year, it recorded a turnover of $10.1 billion and performed well overall, "achieving double-digit growth in every market."
Little Red Book banned 29 brands
Due to the alleged existence of false marketing, last week Xiaohongshu launched a new round of content remediation, and the first 29 brands were banned due to false publicity.
On December 16, the Notes of the Little Red Book of some brands could not be displayed, involving well-known brands such as Nivea, Ludeqing, and Dove, as well as cutting-edge domestic products such as Half Mu Flower Field and RNW. Users search for relevant brands on Xiaohongshu, and the page only prompts "The brand is suspected of false marketing, and the relevant content will not be displayed".
Although these brands have not disappeared from Xiaohongshu, and some normal notes do not affect likes, collections, and comments, they cannot appear in the home page information flow and search page, which means that the most important traffic in Xiaohongshu is cut off - because 60% of the traffic in Xiaohongshu station comes from the search page, which will greatly affect the "visibility" and "sloppiness" of these brands.
In this regard, some of the brands involved responded: it happened relatively suddenly, and the information on this platform action was not obtained from any channel in advance. There are also relevant brand leaders who believe that the platform should distinguish between "false marketing" and "excessive publicity".
In March last year, Xiaohongshu required all brand cooperation to be traded online through the brand cooperation platform, and it will charge 10% of the transaction amount to the brand as a platform service fee. In September of the same year, Xiaohongshu launched the "Woodpecker" program to crack down on false promotion behavior.
The new element goes bankrupt
The once popular light food brand began to carry the weight. Founded in 2002, a new element of the established restaurant is about to fall on the eve of the 20th anniversary.
On December 14, the new element issued a notice saying: "At present, the company is in a state of serious operating losses and broken capital chains, and now it has entered the bankruptcy liquidation process in accordance with the relevant national laws and regulations." According to this notice, the stores of the new element company will be closed one after another, including the central kitchen, administrative office and other operational support departments.
In October, there were media reports that the new elements were seeking to be sold. On October 29, its official Weibo also released a double 11 promotion to buy 1,000 yuan and get 500 yuan. According to its official website, there are more than 30 new element stores, including 15 in Shanghai and 9 in Beijing. At present, a number of stores in the Shanghai area have confirmed this rumor, but some store staff in the Beijing area said that the stores in the Beijing area will not be closed and will be taken over by a new "receiver", but the specific situation is not clear.
The bankruptcy of new elements has torn apart the harsh reality of the light food market. Although between 2015 and 2018, a large number of light food brands emerged online and offline, and quickly gained the favor of capital, its limelight was almost replaced by new consumption such as coffee and tea in the next two years. In October this year, One of the earliest light food chain brands in China, Wages, was also exposed to the news of planning to sell, but there was no following.
Although the light food market is not good, but more and more traditional catering brands are also entering the light food track, in the chain format such as cafes and tea shops, the main low-calorie, low-fat healthy light food is a favorable supplement and increment in addition to the core products.
(Images are from the official website, Weibo or WeChat public account of each brand)