Two hot searches next to each other two days ago——
Image source: Sina Weibo
Clicking on it, Liu Qihong cried because of the jumping exercise.
But Simba broke the news, and it really broke the news.
Simba broke the news that it was a belated reversal of old accounts -
Two years ago, he was banned for selling sugar water bird's nest.
Two years later, Simba jumped out to accuse the platform of double standards.
He also sniped at a bunch of stars who had sold bird's nest, including Liu Qihong and his wife, who became popular in April this year.
Image source: Network
Then Liu Lihong responded, admitting that the selection was not rigorous enough at that time, and that he had already contacted for compensation after discovering the problem at that time.
Image source: Sina Weibo
Past stars are suspected of overturning, and fans are mostly denied that "there are always people who want to harm my family's owner";
And this time Liu Lihong overturned, Liu Qihong girls said that "the punishment should be punished" and "all should be treated equally".
Image source: Network
It seems to be another star with goods overturned, and everyone has seen it strangely.
In fact, there are too many stars who want to make money but have a "dirty" body.
And the star's continuous overturning of the road is also the step-by-step journey of leeks gradually waking up.
Long before the live broadcast with goods was popular, many stars had already overturned continuously.
It's just that at that time, celebrities rolled over mostly because of endorsements.
Endorsement is a double-edged sword that is lost and confused-
Fans have to count how many extravagant endorsements there are on their respective masters in order to compete for the coffee seat.
But when the brand has black material, the speed at which the star cancels the cooperation will be listed and whipped for a long time.
In fact, in recent years, the endorsement of the "backstabbing" is indeed invincible.
Lang Lang endorsed the VIP instrument sparring class, the team went to the empty building, and the parents' tuition fees of tens of thousands of yuan evaporated in situ.
Image source: Network
The melon seed second-hand car endorsed by Sun Honglei was fined tens of millions for false advertising;
The following year, there were cases of vehicles with major accidents being sold on the platform without closing the case.
Image source: Network
Many familiar brands, turned over;
Many nationally popular actors, turned over;
A lot of professionals, turned over...
And every time the car is overturned, it is not only consumers and spokespeople who pit it, but also franchisees who have joined with their savings for many years.
Li Weijia's endorsement of the "Happy Formula" tea shop ran away after attracting business, and the franchisees were defrauded of hundreds of thousands of yuan, and then ran to the hunan Taixia to defend their rights.
Image source: Network
The milk tea shop that also overturned the car also has the "Tea Zhilan" endorsed by Ma Yili.
"Cha Zhilan" initially hired people to queue up to create a "false prosperity" in order to defraud the franchise fee.
As a result, franchisees joined the franchise for less than three months and went out of business;
Image source: Network
The "tea anchor" endorsed by Zheng Kai is also suspected of false investment promotion, and many franchisees have lost their money...
Image source: Network
And every time the celebrity's endorsement overturns, the response is similar and insincere:
Qualifications verified prior to endorsement;
No problems with endorsements;
The endorsement ended before the thunder exploded.
Image source: Sina Weibo
The trilogy plucks itself clean, with one sentence saying, "It has nothing to do with me."
The feeling of "cold eyes" is especially obvious in high-risk P2P products that frequently explode.
At the beginning of August this year, Hu Jun rushed to the hot search because he had endorsed the financial product "Wukong", which was suspected of involving 340,000 people and 39 billion yuan.
Image source: Network
And this product was once a hit.
After all, there is both a super high rate of return guarantee, as well as a righteous star "endorsement", the first day of the product launch transaction exceeded one million, three days of registered users more than 10,000.
Image source: Network
But what follows is not the return, but the overdue payment, the inability to cash out...
If you want to stop the loss in time, there are only three ways -
First, cyberbo "inflation", the money becomes only the mall can use the "golden beans" to exchange items, and the exchange price is 3-5 times the market price;
Image source: Network
Second, the funds shrink, and the discount payment may get back 10%-30% of the principal;
The third is to call the police, and wait for a small wave of people to contact the platform to collect money.
Staff can honestly say, however, that the latter two approaches do not guarantee success.
As a result, hundreds of thousands of people's real money and silver were lost.
People who have no way to defend their rights shouted in the comment area to ask Hu Jun to take a stand, and some people on the Internet rumors ran to Beijing Renyi to demand that Hu Jun's first-class actor be disqualified...
Image source: Network
In the face of such a "big bombing", Hu Jun, as an individual, is incapable of being responsible, and as a star, he can only try to get rid of the impact:
He said that he had entrusted a lawyer to carefully verify before endorsing, and he had also registered as a user, and had canceled cooperation before the product exploded.
Image source: Network
But this official response cannot satisfy netizens.
Why?
First, P2P thunderstorms overnight, but it destroys countless ordinary people's families. Making things bigger is the last straw for the desperate victims.
Second, in recent years, Ponzi schemes have been everywhere, and P2P has thundered.
Wang Han and Liu Guoliang endorsed the financial product Love Money into the APP to run away, involving tens of billions of dollars and the founder missing.
Image source: Network
Zhang Tielin's assets of Xinqi, involving an amount of 1.9 billion yuan, were sentenced to 8 years.
Image source: Network
But even so, there are still stars who pay high endorsement fees, regardless of the end.
Before the rollover, it is "I believe" and "I promise".
After the overturn, it is "terminated" and "unclear".
Some people even lightly sentenced the suffering of the victims as "deserved", and they left the scene unharmed.
Image source: Network
It is true that as a spokesperson, it is difficult to predict unknown risks.
However, the high-risk categories of "P2P" and "health care products", almost all of them have overturned, but there are still people who have been endorsed by the former servants.
In the final analysis, it is still a potential storm of public opinion, which is not as valuable as the current contract.
In the past, filming, variety shows, and endorsements were the three main ways for celebrities to make money.
But where the wind outlet is, people flock to it.
Nowadays, many celebrities have set up their own live broadcast teams to deeply cultivate the field of carrying goods.
But after all, it is interlaced like a mountain, and if you don't show some sincerity, you will only be unable to escape the end of "embarrassing frequent out" -
Pianist Gina live-streamed the hair dryer, exaggerated to the point that she could feel the concentration of "negative ions";
Image source: Network
Actor Che Xiao live sells masks, and he and the team do not know the details of "how many layers" and "whether they meet medical standards" of masks, and can only pretend not to see the comments.
Image source: Network
This kind of mascot-type anchor who does not know anything about the product can only be regarded as looking down on live broadcasting and looking down on the audience.
There are more people who have bad intentions, such as selling fakes —
On August 22, child star Hao Shaowen was exposed to the whole cut steak sold in the live broadcast room, suspected of being synthetic.
Image source: Network
Someone explained:
Synthetic steak is also in line with the standard, this price can not buy the whole cut, it should be Hao Shaowen said wrong.
But what is shown is the whole cut, what is received is the synthesis, and the profit difference in the middle is the welfare that the star says.
In the end, it is like an empty market to give consumers the hat of "who told you to take advantage", which makes sense.
Lou Yixiao, who has been live broadcasting the overturning car in the past two years, once sold big-name lipstick for 29.9 yuan in the live broadcast room.
Source: Douban
The childhood goddess Shu Chang was not spared.
Recently, the price of a gram of gold is around 380 yuan, but Shu chang can let everyone buy gold jewelry in 2 figures;
Image source: Network
This price has clearly violated common sense, and some people have advised Shu Chang not to overturn because of small losses;
Image source: Network
Someone went to search for the same model of the 99 yuan pure gold necklace and found that the original price was 30 yuan.
Image source: Network
Among these fake stories, the most famous is the "Friendship of Panga"——
Xie Mengwei, the actor of "Gazi", live-streamed the sale of OEM fake wine with goods, and was criticized by name.
The old man Pan Changjiang Lianmai taught him to be a man, and the sentences were heavy and long:
"The network is very deep, you can't grasp it."
Image source: Network
Gazi was said to have tears in his eyes, and the comment area was also full of emotions, and then turned his head, and Pan Changjiang also went to bring goods to sell wine.
This story is titled "The Friendship of Panga", which can be described as a new era allegorical body.
Image source: Network
The dragon slayer boy does not necessarily become a dragon, but the "person who persuades Ga" really becomes a "panzi" in the end.
The hustle and bustle of the world is all profit, and the world is all profitable.
As a result, when the profits are gratifying, many people in it are increasingly losing the bottom line.
There are even people who directly live broadcast for money -
Zhao Yingzi, the sister at the bottom of the audience in "Riding the Wind and Waves 3", was exposed to calling fans "husbands" in the live broadcast room and asking for tips.
Image source: Network
Wang Nan, Guo Degang's assistant, also asked for a tip during the live broadcast, and directly satirized the fans in the live broadcast room:
"Other people's fans spend millions, why don't you fight money, you are so poor that you are justified?"
Image source: Network
The shouting in the live broadcast room is not counted, and the circle of friends must also redefine the "Deyun Society Girl"——
He had to spend enough money to be counted as a "Deyun Girl", and those who did not have the strength to buy and fool around were ignorant things.
Image source: Network
Celebrities, even marginal people like Wang Nan, can so easily rely on "face familiarity" to cash in and make a lot of money.
This is actually an additional reward for the star aura to bring their works.
This has nothing to do with the strength of the individual, but depends on the east wind of the times and the support of consumers.
Water can carry boats and can overturn boats, which is the simplest truth.
Therefore, those who benefit from it must at least assume the responsibility that is proportional to their personal influence and benefits.
But what about reality?
Responsibility is not seen, we see, only consumers who pay for their "star aura", are treated as leeks -
Last year, Du Haitao and Wu Xin founded the "Spicy Dou Spicy" hot pot, which was ordered to rectify because there were flies in the hot pot soup.
Image source: Network
Zheng Kai's hot pot restaurant "Huo Fengxiang" was exposed for selling spoiled ingredients.
Image source: Network
And the hot pot restaurant opened by a male star has not only been exposed to food safety problems many times, but also pitted the hard-earned money of countless franchisees -
Shoot videos, invite Internet celebrities, create a red momentum, and franchise stores have expanded wildly to nearly a thousand stores across the country in a short period of time.
Image source: Sina Weibo
And the result is --
Celebrities earn hundreds of millions of franchise fees and then quit, leaving behind a group of hot pot restaurants that are on the verge of closure and franchisees with nothing.
Image source: Network
Suck the blood of others and drum up your own wallet.
Recently, some people have been exposed to the new routine of celebrity fraud -
Open school scams.
Image source: Sina Weibo
Paste coffee Qian Yongchen, the only two chances in life in the inner entertainment has a name:
One was to marry Lü Yi (Lü Yi had been on "Sister Lang 2"), and once was accused of fraud.
And this state of not being able to find this person was bragged about as a "successful person", and if he wanted to succeed, he had to study in his acting school.
Image source: Network
But in reality?
They run their own schools, find their own unprofessional teams to write scripts and shoot dramas, and then spend some money on the line, and a low-cost, low-quality web drama was born.
Some people also thought of Zhang Ting's "pyramid scheme" empire from this matter.
In that empire, Zhang Ting and his wife made themselves "gods" and harmed countless miserable "acting mothers" who needed to be saved by gods.
And such shameless people, who have gone around and around, have recently been resurrected in Southeast Asia...
Image source: Network
Remember that "Yi Shuang" became a unit, people gradually pushed open the dream door of the entertainment industry, knowing that the original daily salary of the star was 2.08 million, the meal fee of 650 yuan a day for a person was not enough, and the tax evasion could be hundreds of millions...
But we only learned today —
The greed of the people's hearts is bottomless, and the "tax evasion" of hundreds of millions is far from the end of the star's overturning.
As a result, bad money drives out good money.
Not only let the public have a lot of stars who have fallen, but even the ancient role filters have faded completely.
It also allows the already mixed consumer market to have a higher cost of identification.
Many times, ren anchors blow the sky, consumers have not believed in the authenticity of "bringing goods".
For example, recently Qi Wei's live broadcast room is suspected of being fake.
Netizens said that they bought the wrong color mask in the Qi Wei live broadcast room, and the online identification agency was identified as a fake by Ai and 5 appraisers.
Image source: Network
Qi Weifang's response is also "rigid" and "soft", promising to compensate the parties and also calling the police to deal with it.
In a conversation with Entertainment Studio on August 25, he also said that he would not shirk his responsibilities: "The responsibility of the anchor is to support consumers. ”
But netizens have stopped buying it -
Promises to give appropriate compensation, suspected contact with testing agencies to delete posts, etc., are suspected of being weak-minded;
Calling the police hard is also considered to be unfriendly and cut off from consumers.
Image source: Network
Compared with the common "pretend death", Qi Wei's response has been considered rare.
And Qi Wei is indeed a star who deeply cultivates live broadcasting with goods, and has repeatedly stated that "if you sell fake goods, you are a brain disease."
Image source: Network
But why this time, unable to wait for official news, netizens rushed to "convict" her first?
On the one hand, the reason is that the internal entertainment abuses the "alarm" public relations, which makes the credibility less;
On the other hand, the public trust of celebrities has collapsed, and netizens are really "cut and afraid".
No matter how thick the filter is for you, it may be broken——
After all, even the Spring Festival Gala regular "Panzi", a silly white and sweet "Meijia", is playing in front of the screen.
Image source: Network
Not to mention that the recent Jia Nailiang has made people see the strength of their ability to talk nonsense-
Luo Min, who made a fortune on campus loans, even bragged that Luo Min was an excellent entrepreneur who was not easy to work hard.
Image source: Network
At the same time as the degree of trust has collapsed sharply, it is even more difficult to prove one's innocence.
After all, people are gradually disenchanting the stars, and the casual search is the news that consumers' trust has been overdrawn:
"Huang Shengyi collected 100,000 pit fees and only sold 5 thermos cups"
"Spend 515,000 yuan to ask celebrities to bring goods and only sell 5,000 yuan"
"135,000 yuan pit fee sales of 30,000 yuan merchants dissatisfied with Yang Kun live with goods brush single alarm"
Fans place orders because of trust, buy fakes but do not sell after-sales;
Merchants due to the popularity of the star, give the star a high price pit fee, the result of the star live broadcast room are the water army that retreats after filming...
Image source: Network
The whole chain has become a leek in the eyes of the star.
But what many stars don't expect is —
Although the leeks stubble after stubble, but when the reputation is stinky, the scythe wielded harder, can only cut the air.
The aura and popularity of stars that seem to be monetized are not inexhaustible resources, but feathers that need to be carefully maintained and cherished.
Arbitrarily squandering popularity and reaping benefits will only make both the character filter and my aura become a disposable consumable, and then exchange for irreversible results-
Disappoint fans, be expelled by the market, and give way to passers-by.
Some people are squandering the trust of fans, and some people are conscientiously cherishing feathers.
Yan Bingyan did not accept advertising endorsements all her life and abided by the original heart of her actor;
Image source: Network
Andy Lau's 40th anniversary live broadcast is an opportunity to lose monetization, but he insisted on turning off the tipping function of the live broadcast room.
Image source: Network
He did not want to put himself in a bad situation and took the initiative to avoid the situation of "melon field and plum under".
Go to the live broadcast room to sell movie tickets, 660,000 tickets sold out in seconds, but no one questioned the "collapse of the image of the male god".
Because the goods sold are also movies that they understand and act by themselves;
Even for the brand platform, I have been asking about product features, and my posture is generous and decent.
Image source: Network
Therefore, her sister is not saying that stars cannot cross lines.
There is nothing wrong with crossing the line, and there is no shame in exploring more possibilities in life.
However, whether it is for products, brand endorsements, or becoming anchors in the live broadcast with goods, the star has moved so smoothly to another track because of the attention given by the public.
Standing at a higher starting point than ordinary people means shouldering more responsibilities.
Being careful in words and deeds is fundamental.
What's more, whether it is endorsement or bringing goods, the essence is that celebrities use their social identity to endorse the field that is out of the industry, or expand their influence to more places.
If, in the entertainment industry, celebrities sell works.
That conversion track and industry, whether it's a star or not, the threshold is there, the rules and the gameplay are there.
If you want to join in, the right thing to do is to start from scratch, to learn, to understand, to take responsibility.
Instead, with only one face and name, the market will be disrupted.
After all, the star effect can only harvest for a while, and personality charm is only a lit lead.
The important thing is always to treat people as people and compare hearts to hearts.
What's more, nowadays, celebrities cut leeks, and they may not be able to retreat.
In May this year, Jing Tian was fined 7.2212 million yuan for violating the advertising law for endorsing health care products that said it could "prevent the absorption of oil and sugar" and could not receive advertisements for three years;
Image source: Network
Even if Jingtian apologized at the first time, the commercial value was greatly reduced, and the previous cooperative brands also deleted the promotional materials for the first time.
Image source: Sina Weibo
Jing Tian, whose reputation collapsed for most of his career, was able to reverse the popularity of passers-by with "Si Teng", and thus returned to the original point overnight, which can be described as more than worth the loss.
But that's another good thing.
The industry needs to be regulated, and the stars need to ring alarm bells in their ears.
As a public figure, when you eat dividends, you should also have the same self-awareness.
The law is only the bottom line of the minimum.
If you cut the leeks and still plan the roots, it looks like a million profits, but it is actually a self-cutting back road. She published