The tragedy caused by an eyebrow pencil, Li Jiaqi intimidated netizens to overturn, and how should Hua Xizi, who was "sat by public opinion", get out
On September 10, when Li Jiaqi brought a Hua Xizi eyebrow pencil, some netizens in the live broadcast room questioned that "Hua Xizi's eyebrow pencil is getting more and more expensive". Immediately, Li Jiaqi supported Hua Xizi, "Don't talk nonsense, the eyebrow pencil has always been 79 yuan, and domestic products are very difficult." Sometimes I find my own reasons, whether my salary has risen for so many years, and whether I have worked seriously. ”
As soon as this remark came out, the topic of "Li Jiaqi bringing goods to scare consumers" quickly aroused heated discussions among netizens, and most netizens reacted violently to Li Jiaqi's remarks, and then "Li Jiaqi Hua Xizi", "Hua Xizi eyebrow pencil", "Hua Xizi hit the exclusive currency unit for workers", "Hua Xizi eyebrow pencil can buy two grams of gold per gram of more than 980", "Three catties of Hua Xizi can buy a house" and other hot topics have appeared on the hot search lists of major social platforms.
At 1 a.m. on September 11, Li Jiaqi apologized urgently, and apologized in tears in the live broadcast room on the evening of the 11th, but the matter still appeared on the hot search lists of major social platforms, and his Weibo fans began to lose millions.
On September 11, Hua Xizi's customer service staff responded that the matter had been recorded and that a special department would investigate; Regarding the rumors of the cooperation commission between Hua Xizi and Li Jiaqi, Hua Xizi replied to the media that the information on the Internet that Hua Xizi's rebate to Li Jiaqi was as high as 60%-80%, or even more than 100%, was untrue, and the cooperation rebate ratio between Hua Xizi and Li Jiaqi was the industry average; Regarding the remarks that "Hua Xizi eyebrow pencil is more than 980 yuan per gram, you can buy two grams of gold", Hua Xizi's official customer service said, "The products of our store are relatively cost-effective, if you have the need to buy, you can also try it, I believe it will not disappoint you." ”
On September 12, CCTV commented on Li Jiaqi's netizen incident: Li Jiaqi, who once shouted "knock the price down", was frequently searched by netizens in a recent live broadcast. The momentary silence attracted angry denunciations from online public opinion.
Everyone found that many Internet celebrities and anchors were humble before making money, and became very inflated after making money. But any industry is inseparable from ordinary people who are careful in firewood, rice, oil and salt, once they "float" and forget their original intention of doing a good job in service, they are destined to be disgusted and eliminated.
On September 14, Hua Xizi was still affected by the Li Jiaqi incident, and hot topics such as "netizens exposed Hua Xizi's five makeup brushes 919 yuan" and "Hua Xizi's eyebrow pencil price increase" appeared.
Research and analysis:
This is a secondary public opinion event caused by the inappropriate remarks of the brand co-anchor, the co-anchor failed to do a good job in emotional management in the incident, showed "sarcasm" to the audience in the live broadcast, and the anchor's related remarks led to greater public opinion attention in the society.
Due to the high degree of binding between the brand and the anchor, the brand reputation has been seriously damaged. Due to the anchor's remarks about detaching from the people's own rice bowl, it caused great disgust and discomfort among netizens. This kind of "poke the lung tube" remarks may have a lasting impact on the reputation of the brands that the anchors work with.
The anchor is a bridge between the product and the consumer, and there is something to say well, but also to say it professionally. This wakes up anchors who have made gaffes in the online live broadcast industry, "the mouth can carry the boat, but also the boat."
To a large extent, anchors sell goods by resonating with consumers, and there have been many recent negative public opinions caused by inappropriate remarks by anchors. On the one hand, the industry entry threshold is low, there is no professional complete set of training system, resulting in "uneven" practitioners, on the other hand, e-commerce live broadcast platform as the carrier and management behind the anchor plays an important role, the lag and absence of supervision is an important incentive to lead to the fermentation and expansion of public opinion.
With the popularity of live streaming e-commerce, the e-commerce live broadcast room has become another channel for brands to communicate with netizens after Weibo, WeChat, and e-commerce customer service. When relevant channel staff "represent" the brand and communicate with the public, their words and actions represent the entire enterprise. Among them, live broadcast has higher requirements for the presence ability of anchors due to its real-time interactive characteristics, and the words and deeds of anchors have become an important criterion for netizens' brand preferences.
Public opinion questioned several key points of the content: Hua Xizi, Li Jiaqi, excessive prices, inappropriate remarks.
Recommendations for handling incidents in the event of an incident:
Make an announcement: Do a good job of cutting with the relevant anchor, and do not recognize the relevant remarks of the anchor.
Reputation remedy after the popularity of relevant public opinion declines:
Adjust the price and product formula of related products
Invite consumers and media to enter the brand and experience the brand value system.
Oriental Selection Three Days Two Apologies: How to remedy the arrogance and ignorance of a brand that sets up a circle with Kochi people?
Recently, it was reported that about 2,000 accounts with Dong Yuhui's avatar and name suddenly appeared on Douyin. Click in and see, all of them are using Dong Yuhui's video slices, and then hang a small yellow car to sell goods. This incident instantly caused heated discussions. According to the news reporter's understanding from Oriental Selection insiders, Dong Yuhui did not know about the matter and once believed that these slices involved fraud.
On September 9, Yu Minhong issued a statement on his personal short video account, saying that some merchants on Douyin, in the name of Dong Yuhui and other anchors, sliced short videos to bring goods, and said that this was the official authorization of Oriental Selection, which caused great social repercussions. "When someone sent me a video, my first reaction was to meet a scammer, and after communicating with the management, the management explained that 'there is such a thing.'"
On September 11, Oriental Selection issued a statement on its official Weibo, saying: "Oriental Selection anchor Zhongcan was first broadcast on September 18, 2022. When interacting with netizens recently, he said that the day of the broadcast was a good day, and after realizing the gaffe, he immediately apologized to the audience. After the broadcast that day, the anchor and operation staff reflected and reviewed. “
Oriental Selection said that the video currently circulating is not complete. For serious mistakes in the words and deeds of anchors, we will continue to strengthen education, and take this as a lesson to strengthen internal ideological education. Willing to accept the supervision of the majority of netizens and sincerely apologize.
Research and analysis:
With the rapid development of the e-commerce industry, the remarks of co-anchors have an increasing impact on the corporate brand image and reputation. Because consumers buy goods through live broadcasts, the words and deeds of the anchor are indeed very important, which is related to the trust of consumers.
Oriental Selection has always been a platform for anchors with high-educated talents, and this rollover has caused consumers to be angry about the lack of ideological education of some anchors on the platform.
The relevant remarks of the anchor can easily trigger netizens' dissatisfaction with the values chosen by the East. Some netizens said that if an anchor does not even have the minimum patriotic feelings, he will not broadcast.
This rollover can also be seen that under the new format of live streaming goods, anchors have become public figures, and their influence continues to rise. His every word and deed is exposed in the spotlight, and any gaffe will be infinitely amplified, and it can also be seen that the anchor's awareness of public opinion risk is lacking.
The "slice live" incident was a loss of brand credibility due to poor internal management and poor decision-making. At the same time, it also exposes the problems existing in the internal management of Oriental Selection, which is the externalized manifestation of the internal management problems.
Public opinion questions several key points of the content: oriental selection, anchor remarks, sliced advertisements.
Disposal Recommendations:
1. Establish a sound review mechanism and training system to ensure that the words and deeds of anchors meet the norms and requirements.
2. The live broadcast risk control mechanism shall be carried out to manage the risk control of all aspects such as the script, the scene, and the anchor involved in the live broadcast.
3. Deal with consumer complaints and suggestions in a timely manner, and seriously deal with and apologize for inappropriate words and deeds.
4. Strengthen the internal management of enterprises and the standardization of business cooperation.