Mr. Mu Hibiscus
During this period, many platforms have carried out Double 11 activities, and it can be clearly seen that Internet celebrities have gradually become a mainstream, and there have been explosions in many live broadcast rooms.
On the other hand, Li Jiaqi's Double 11 premiere beauty and personal care products sold 7.6 billion +, and 19 brands sold more than 100 million yuan in a single game, which is worse than the previous year's record.
When the live broadcast was on fire, I don't know if anyone found a strange scene, all the live broadcast rooms claimed to give profits to consumers, and the wool of the Xue brand even opened installment payments to allow consumers to consume in advance.
A live broadcast brings billions of goods, tens of thousands of people watch, such a large amount of traffic, how can Internet celebrities ensure that the products they sell are genuine?
On October 25, Crazy Xiao Yang Ge, who transformed from a funny anchor to a cargo anchor, complained, he expressed his views in the live broadcast room, believing that Li Jiaqi's live broadcast room monopolized the pricing of the entire network, and he couldn't get the inventory, and he wanted to go to the monopoly bureau to reflect this matter.
On the day of the case, Brother Yang said an intriguing sentence: "All by him, all by his price", bluntly said that Li Jiaqi alone can do a platform.
In addition to Xiao Yang's complaint, Jingdong said in the circle of friends that an oven brand signed a "low-price agreement" with Li Jiaqi, and then Jingdong itself engaged in platform subsidies to a lower price, and then actually received a lawyer's letter from the brand side, asking for no more subsidies.
The brand side also issued relevant instructions, indicating that they and Li Jiaqi had this kind, because Jingdong privately modified the price of the product, resulting in the brand asking Li Jiaqi for a large amount of money, and had to persuade Jingdong in turn.
This matter has aroused widespread attention from netizens, in the era of consumption downgrade and the rise of live streaming goods, has it brought essential discounts to consumers?
Many people said in the comment area that after the live broadcast, the price of many brands has risen sharply, attracting customers in a low-price way, and in fact, the products are more expensive than the price of traditional platforms.
I believe that consumers have choices in price and quality, some people pay attention to price, some people pay attention to quality, but one thing should be the consensus, you can't think of consumers as "water fish".
Take the previous 79 yuan eyebrow pencil of Li Jiaqi and Hua Xizi, after Li Jiaqi became the first brother of the live broadcast, the price of the brand increased, is this a discount for consumers?
In Li Jiaqi's view, "the 79 yuan eyebrow pencil has always been like this, domestic brands are difficult", binding a brand to domestic products, making Internet celebrity packaging, can be above the legitimate rights and interests of consumers, can not ask a word.
In response to the claim war between JD.com and the brand, Li Jiaqi's live broadcast room responded to the Jingdong procurement and sales shout: the so-called "reserve price agreement has not been signed" and the brand has never been required to "choose one of the two".
It is not difficult to find that whether it is Brother Xiao Yang or Jingdong Procurement, they all have complaints about the "lowest price on the whole network" shouted out by Li Jiaqi's live broadcast room, and the Jingdong platform has launched a price that is "lower than Li Jiaqi's live broadcast room".
Platforms, brands, and influencers have gradually replaced the previous sales channels, who is the determining factor in the price of the brand?
I originally thought that consumers were the deciding factor, but after digging deep into the incident, the top anchors such as Li Jiaqi and Xiao Yangge had the absolute right to speak.
In the era of traffic-oriented, it is never the consumer who has the final say, but how much money does the anchor want to earn from this brand?
After the live broadcast brought goods, it brought a deep impact, the platform was responsible for distributing traffic, Internet celebrities harvested traffic, offline stores were hit hard, and in the end it was just rich people.
When many Internet celebrities followed the trend and entered the outlet of live streaming goods, consumers got products after quietly increasing prices, and the quality of the brand did not change, but the price was expensive.
I still don't understand, why can live streaming be so hot?
If the platform wants to make money, the anchor has to take a cut, and the brand wants to make money, it can only be the consumer who pays the money.
After the live broadcast brought goods on fire, there is an outrageous mechanism, that is, first sell the goods, then go back to the seller, and then ship, customize the product according to the unit price of the consumer, and in the end let the anchor earn fame and popularity.
As a consumer, I really want to ask, who cares?