This year's Double 11 is really lively, in addition to shopping and melons.
In the early morning of November 18, L'Oréal Paris issued an announcement -
"Explanation on the "L'Oréal Paris Ampoule Mask Double 11 Promotion Mechanism" and the "Statement of Weiya and Li Jiaqi".
This "low-price door" that has been fermented for many days has finally received an official response from the brand.
The PR was hundreds of words long, but it didn't seem to say anything. To this end, some enthusiastic netizens made a simplified version:
It's really listening to what you're saying, like listening to a word.
I don't know how L'Oréal PR Department feels about the simple and crude comments of netizens, but in short, the KPIs of the Marketing Department have probably reached -
L'Oréal is back on the hot search, and 4 of the top 5 topics on the topic list are L'Oreal, which is almost the same.
0.13 million people complained about L'Oréal
Back on October 20, L'Oreal posted a discount card of "the greatest strength of the year" in Li Jiaqi and Weiya's live broadcast room, buying 20 masks and getting 30 free.
L'Oréal ampoule mask has a total of 50 pieces for a total of 429 yuan.
For a time, a large number of consumers were attracted by the "chopping hands".
However, on the day of Double 11, L'Oreal also launched this buy 20 get 30 ampoule mask in its own live broadcast room.
But after superimposing the official coupon this time, it only costs 257 yuan.
After discovering this huge price difference, consumers who bought L'Oreal masks in Li Jiaqi and Weiya live broadcast room felt cheated, and flocked to the black cat complaint platform to complain
So far, there have been more than 30,000 complaints.
L'Oréal's first reaction to the buyer's violent complaint was to delete its previous activity on Weibo.
Careful netizens found that before Weibo was deleted, L'Oreal justified its actions,
On November 11, the words "strongest of the year" were deleted from the copy.
L'Oreal's deception was like a big slap in the face of Li Jiaqi and Weiya.
Li Jiaqi and Wei Ya, as top anchors, of course, cannot bear it silently. On the evening of November 17, the two issued a statement on Weibo, saying that the behavior of the brand page was unfair to consumers who stayed in the live broadcast room on the day of the pre-sale and trusted the live broadcast room. Therefore, they announced that they would break with L'Oréal until the mask incident was resolved. Be cooperative.
Both streamers gave L'Oreal a 24-hour "ultimatum", emphasizing that if the brand does not intend to solve the problem, it will compensate consumers in its own way.
Li Jiaqi studio statement
Via's statement
Just from the honesty of the statement,
No matter how the incident is eventually resolved, Li Jiaqi and Weiya, who did not hesitate to pay for consumers out of their own pockets, actually "won".
In dealing with public opinion, big anchors are indeed very careful.
02The battle on the chessboard of the gods For consumers, the most feared thing is "fakes". Whether it is a fake or a fake price, it can have a fatal impact on the brand.
So why is L'Oréal doing this outside of the Double 11 promotion? Could it be that their brains are in water?
In fact, L'Oréal is not stupid, but smart.
The reason why they did not hesitate to use low prices to "crush" Li Jiaqi and Weiya's shield was nothing more important than more important things - sales control.
On the bright side, in this "fairy fight", L'Oreal, Li Jiaqi, and Weiya are all fighting for the rights and interests of their consumers, but digging deeper, we can see that this is the relationship between traders, big. Anchor sales channels. The battle for control.
Who is L'Oréal? Comrades, that's the world's number one beauty brand. This year's Double 11, they are also the leader of Tmall Beauty Group.
For L'Oréal, its status as an industrial giant does not allow it to settle down in the live streaming space of giant streamers on an equal footing with other products, but hopes to cultivate a group of consumers who are only loyal to its products. Own brand.
Low prices are undoubtedly the main means of reaching customers.
Temporary debt? As long as the price is right, there will always be consumers who pay for the "real perfume".
But this is the same for head cancer, and perhaps even more important. After all, for them, their credibility is the number one priority.
When consumers lose confidence in streamers, they lose more than just temporary revenue.
Smart e-commerce anchors know their own foundation and should calculate the "benefits" they bring to consumers. They're no longer just sellers who generate billions or even tens of billions of sales every shopping festival. Whether it is Weiya or Li Jiaqi, they have become "channel powerhouses" through their influence.
If they are just starting out, they can only be regarded as "slow workers" in the mouth of L'Oréal customer service, and they do not have the final say in the process of negotiating with the brand.
But now, with the massive increase in sticky consumers such as love fans and diamond fans, Li Jiaqi and Weiya themselves have become as powerful as Walmart and Carrefour.
They are already super channels in the e-commerce sector with their own customer sources. They have funding and brand requirements, and want to promise "the lowest price on the whole network".
In this way, the brand's dependence on big anchors will become stronger and stronger.
If one day Li Jiaqi and Weiya L'Oreal no longer become goods, but turn around to promote Shiseido, and even launch their own brand in the future, then L'Oreal will invisibly lose a large number of potential consumers.
Therefore, in order to eliminate the dependence on large anchor channels,
Many big brands "support two companies in one hand". On the one hand, they sell goods in the live broadcast space of big anchors, and on the other hand, they also cultivate their own live broadcast space and anchors.
It's just that L'Oreal "broke" the established rules this time, broke the "lowest price" credit of the big anchor, and triggered a bombardment of public opinion. Although the mask incident ended with L'Oreal's "profound apology", in the long run, a big war between big brands and big anchors may break out sooner or later.
From the current point of view, the big streamers with more loyal fans are clearly more sincere. For example, in the previous pre-sale event, another cosmetics brand Tijiating also had a price break in the price of facial masks. At that time, Li Jiaqi accurately shouted in the live broadcast room:
"Some brands, it doesn't matter if you dare to break the price, break yours, it depends on how long you live, or how long I live."
At first, everyone thought that this was just a response to Di Jiating's behavior, but now it seems that this statement is not just a war signal between the anchor and the brand.
03 Conclusion
Now is a highly introverted era, and the e-commerce industry can only become more introverted.
Merchants and anchors have made their own remarks, poking the meat one by one,
Everything is for their position and reputation in the quacks.
It doesn't matter if you sympathize with the anchor being deceived by the merchant or sympathizing with the merchant being kidnapped by the anchor,
As consumers, we just need to hold our wallets tightly and vote with money in consumption.
Since ancient times, routines cannot be observed, and only interests can win people's hearts.