Whiplash December 21 news, yesterday, Taobao head live broadcast Wei Ya was fined 1.341 billion yuan for tax evasion and tax evasion, triggered social public opinion, and Wei Ya-related topics continue to dominate the hot search of major social platforms, and there is still a trend of fermentation.
Whiplash found that this afternoon, the headlines of Weibo's hot search were still the topic of Discussion of Via's high income. At the same time, a brand name associated with Wei Ya, Yuze, also appeared on the hot search list.
Some netizens said under the relevant topic, "After the domestic skin care brand Yuze was brought to fire by Jiaqi, it betrayed its faith and ran to Weiya's live broadcast room at a lower price to hug Weiya's thigh, and then now Weiya is sealed and no one brings goods to Yuze."
According to public information, Yuze is one of the skin care brands under Shanghai Jahwa. As a veteran enterprise in China's beauty and daily chemical industry, Shanghai Jahwa focuses on the three major areas of beauty, personal care and family cleaning, and mother and baby, and the company's brands include Double Sister, Liushen, Herborist Set, Jia'an, Yuze, Diancui, etc.
The grudge between Yuze and the two head anchors can be traced back to a statement officially released by Yuze two months ago.
On October 13, Yuze's official Weibo posted a statement saying that cooperation with Li Jiaqi's team had been suspended from July to September 2020 due to the inability to agree on the terms of commercial cooperation.
The reason why I want to publish an explanation is because at that time, many accounts of unknown sources posted on many platforms accusing Yuze and Li Jiaqi of "breaking off diplomatic relations" as ungrateful.
In fact, such a voice is not out of thin air, after all, Yuze can have today's popularity and traffic, Li Jiaqi is indeed indispensable.
Since the second half of 2019, Yuze products have frequently appeared in Li Jiaqi's live broadcast room. Under the guidance of "Taobao Brother", the Yuze Tmall flagship store quickly gained a lot of attention, and in a short period of time, it jumped from an obscure small shop to a Tmall skin care head store.
However, by July 2020, the relationship between Yuze and Li Jiaqi began to take a sharp turn. First, Li Jiaqi lost the figure of Yuze in the live broadcast room, and then Some Li Jiaqi fans complained online that the Premium of the Yuze brand was serious. In September of the same year, netizens found that Yuze's products had run to Wei ya's live broadcast room.
In the following year, the Internet was full of all kinds of verbal criticism about Yuze's "ungratefulness" and "crossing the river and demolishing the bridge", until Yuze released Weibo to correct the audio-visual, and once again sent himself and Li Jiaqi and Wei Ya to the cusp of the storm, causing external controversy.
When the matter came to an end, Yuze and Li Jiaqi's friendship was irretrievable, so in addition to self-broadcasting, Yuze also continued to cooperate with Wei Ya's team. However, there are still some users who resist Yuze's behavior and play bullet screens such as "refuse" and "do not buy" in The Via live broadcast room.
The progress bar is pulled to today, with Wei Ya being banned by the whole network because of tax evasion and tax evasion, Yuze had to passively stop cooperation with Wei Ya's team, plus Li Jiaqi or become the biggest winner, some netizens speculated that Yu Ze must now regret it, and the old past of the three parties was also mentioned again, thus forming this Weibo hot search.
It is worth mentioning that the popularity of this topic is also due to the chaos of some game players. Because Yu zeyi accidentally duplicated the main character of ByteDance's popular national style mobile game "Flower Yishan Heart Moon".
Back to the point, back to Wei Ya and Yu Ze, there is a question worth investigating, that is, the head anchor fire will definitely affect the brand business? I am afraid that this matter cannot be simply conclusive.
It is true that The sealing of Via may have a certain impact on the sales of cooperative merchants, but in the long run, the excessive dependence of merchants on the head anchor is not a good thing, and shifting attention from external forces to the product itself may be more conducive to the two-pronged approach of merchants in brand marketing and product quality, thus creating a more balanced and stable growth engine.
(Wen 丨 Whip BullShi Feng Guan Yue)