On February 16, a female blogger complained in a video that the thousand-yuan trendy brand clothing managed by Lu Han was "of poor quality", which caused heated discussions among netizens, and then Lu Han posted on the Internet "Keyboard man, you are so powerful" suspected of responding to the incident.
The two news before and after quickly sent Luhan to the top of the hot search list. Netizens think that his statement on the Internet is very ironic.
The female blogger in the video shows the dress priced at 1500 yuan, with poor workmanship, no normal hemming, and the sewing skills are also very poor.
The blogger estimated that the cotton content of the clothing fabric is only about 32%, and other details, such as cheap plastic zippers, are estimated to cost about 60 yuan.
For this insincere, poor quality brand clothing, the female blogger bluntly said that she was disappointed, which is not in line with the quality of a brand clothing.
With the fermentation of the incident, the official account of Luhan Chao brand Un Garcon Charmant could not sit still and immediately responded, official sources said that all clothing purchased from official official website channels, consumers' rights and interests will be safeguarded.
The official response did not extinguish the fire, but Luhan's divine operation continued to heat up the incident.
After the incident, he attached an icy picture to his extranet social account, publishing remarks such as "keyboard man, you are so good" and "or keyboard man is good hahaha",
These two remarks, I don't want to misunderstand him. I didn't expect that after so many years, Lu Han couldn't get a decent work, and now he can't even say decent words.
What consumers don't buy is never the product itself, but the intention to support the idol has been disappointed.
Stars with a huge pool of traffic resources actually make sense to use resources to make money. It's just that the behavior of cutting "leeks" through its own traffic and influence makes it a little ugly to eat.
As soon as Luhan's incident came out, the entrepreneurial files of those stars who acted as excellent businessmen were also turned out, they are all living cases of "leeks" hard cutting, I don't know if there are any tricks you have ever hit?
In June 2022, Guan Xiaotong also suffered a lawsuit because of the investment problem of the "natural stay" milk tea shop, and then Guan Xiaotong's studio posted that Guan Xiaotong had nothing to do with the incident, and she did not participate in the operation of the milk tea shop.
According to a video released by a natural stay-franchisee, the natural stayer opened up joining without a commercial franchise license, and there were management problems in the middle, and no one gave feedback when asking for help.
The franchisee wanted to solve the problem, but could not find anyone, so he had to find Guan Xiaotong, because Guan Xiaotong was the co-founder when the contract was signed.
According to inquiries, Guan Xiaotong himself does not hold shares of Natural Stay, but his father Guan Shao once wholly owned a stake in Tong Meng Xinyuan (Chengdu) Culture Media Co., Ltd., which holds 35% of the shares of Natural Stay.
The company later publicly apologized to Guan, claiming that it had affected her reputation. However, on its official website, it can be found that Guan Xiaotong is a natural "store manager", and the official explanation is that this is just a propaganda title, and Guan Xiaotong only authorizes him to use portrait rights.
This series of flickering operations makes people scratch their heads. According to legal sources, the title of store manager cannot be granted casually, which will make consumers associated and misunderstood.
Secondly, if Guan Xiaotong is only the image spokesperson of the company, she does not need to bear the corresponding responsibility, but once there is a problem with product quality, the star spokesperson needs to bear the responsibility of the advertising spokesperson.
Guan Xiaotong's identity has been unknown in this incident and has always been in a state of staying out of the incident, but whether she is involved in the business or not, she has always been in the turmoil of this incident.
The milk tea shop endorsed by Guan Xiaotong harvested a wave of franchisees, and this "leek" radiated wide enough.
Unlike Guan Xiaotong, Anglebaby's milk tea shop "Million Milkshake" is powerful, and her "sickle" is ruthless and fast, facing consumers.
The name of this store is very expensive when you hear it, but with Baby's strong influence, the store has become an Internet celebrity check-in point as soon as it opens. With a curious attitude, many netizens went to test the water.
Sure enough, the cost of trial and error is very high, and two cups of milk tea cost 96 yuan. The point is, the taste of this shake is really not flattering.
If you want to kill a world in the milk tea market, how long can you go by relying on the halo effect of stars alone? "Million Milkshakes" are destined to close their doors after all.
Celebrities open stores, and your words are in the head.
After "Do Not Disturb" successfully became a must-watch blind date variety show for Chinese families, the host Meng Fei became an "extremely smart" wise man in everyone's mind, and later called him Grandpa Meng.
In 2014, Grandpa Meng's "Meng Fei's Little Noodles" named after him opened, and celebrities came to the scene, and his friend Guo Degang also inscribed his noodle shop to congratulate him.
After the netizens who went to check in finished checking in, they sighed that a bowl of clear soup and vegetarian noodles cost nearly 38 yuan. Other bowls of ordinary noodles are also around 35, netizens call it out, too expensive.
To say expensive, Xu Zheng's high-end Japanese food store in Shanghai is properly expensive.
With 3,000 per capita, almost all fresh ingredients flown in from Japan, netizens shouted that it was too expensive, but did not forget to add a sentence "but also worth it".
However, this store is still open to welcome customers, and if you do not work hard, it is estimated that it will not go far.
After Meng Fei's small noodles failed, he and Huang Lei jointly opened a hot pot restaurant called "Huangliang Yimeng", if you want to say that there is culture, this name is unlucky when you hear it.
Teacher Huang Lei is known as "Huang Xiao Chef", and his external image is a beautiful picture of a good father in the kitchen. When netizens walked into the store again to try Mr. Huang's craftsmanship, they were amazed by the design and details of the dishes.
Even the tomatoes at the bottom of the pot are carved into the shape of flowers, which makes people can't bear to pout. Even more unbearable is the statement at checkout.
As can be seen from the menu, a plate of beef is 398 yuan, and a plate of hairy belly is 380 yuan, such beef and hairy belly, most likely, is not the choice of the chosen workers.
Hot pot can't shake off the arm to eat meat, then it can't be called hot pot, a hot pot belly, in addition to the fire, I'm afraid that only the fire is left.
This "Huangliang Yimeng" is indeed a dream of Huangliang.
Therefore, "Huangliang Yimeng" will eventually face the closure of the store, of course, it should not only be a matter of sky-high beef and sky-high hairy belly.
Next, the star's hot pot restaurant is not expensive, more than a hundred yuan per capita, everyone can afford it, but he is a good hand at "cutting leeks", he is Chen He.
Whose leeks did he cut?
After the image of "good man Zeng Xiaoxian" became popular, Chen He joined "Running Man", and then was liked by the audience and completely fired. So he partnered with his friends Zhu Zhen and Ye Yiqian to open a hot pot restaurant "Xianhe Zhuang".
Why are celebrities keen to open hot pot restaurants? This is really an unsolved mystery.
In the early days of opening the store, Chen He was hands-on to create momentum for the hot pot restaurant brand. Invite celebrities to sit in town, and often appear in hot pot restaurants, create chance encounters with audience customers, and also find Internet celebrities to speak.
The consumption of hot pot restaurants is not high, and most ordinary people can afford it. But Chen He's vision is not on running a hot pot restaurant.
Expanding the franchise of "Xianhe Zhuang" is his ultimate goal. In just two years, "Xianhe Zhuang" has opened more than 800 stores, and the franchise fee alone has earned 300 million yuan.
The crazy way of opening a store quickly is considered to be an act of "cutting leeks", and Chen He Studio issued a statement on this, saying that matters such as high franchise fees are rumors and will protect its rights and interests through legal channels.
By around April 2022, Xianhe Zhuang had closed 270 stores nationwide. Franchisees are caught up in it step by step, saying that they can recover their costs in 10-15 months.
The good guidance store operation is not in place; The celebrity platform propaganda mentioned did not appear. Only the "Chen He" statue that he bought for 10,000 yuan at the beginning of the franchise attended.
Of course, if Chen He needs to come forward, he has to need an appearance fee, which is another huge cost of one million yuan.
Xianhe Zhuang is neither virtuous nor compatible. As a result, franchisees face difficult business difficulties after investing huge assets. So they launched a protest and wore T-shirts with the words "pit" and "miserable" to defend their rights,
denounced Chen He and asked him to return the franchisee's hard-earned money, but Chen He staged a drama of "not participating in management, just standing on the platform" at a juncture, and left the scene hastily.
Seeing this picture, you may have sensed that Chen He's "Xianhe Zhuang" is similar to Guan Xiaotong's "natural milk tea" incident?
That's right, many celebrities open restaurants, such as Xue Zhiqian's "Shangshangqian" hot pot, "Little Cheetah" Zheng Kai's "Huofengxiang fresh goods hot pot", Chen He's "Xianhe Zhuang", Huang Xiaoming's "Burning Jiangnan" and so on.
Behind the scenes, it is from a company called "Sichuan Zhishan Brand Management Co., Ltd." behind the scenes, according to chain management experts, the probability of success of the star + catering model is great.
Celebrities bring their own traffic, which greatly reduces marketing costs, and at the same time can promote C-end consumers' in-store consumption and influence franchisees' decisions.
But things always need to be looked at dialectically, traffic is a double-edged sword, sincere business may not be able to operate properly, let alone only for short-term benefits.
After incidents such as the ceiling of Xianhe Zhuang falling and smashing customers, Zheng Kai's hot pot ingredients deteriorated, and Bao Bell's "spicy hot pot" replacing duck blood with cow blood with water, traffic became a disadvantage.
There are many star entrepreneurial failures, which reminds influential public figures that opening the door to do business and acting skills are also the same thing, both of which deserve careful polishing and careful treatment.
After all, the audience and consumers are the same people.