Dongfang Selection, a brand that has risen rapidly in the field of live broadcast e-commerce, has recently attracted widespread attention due to a controversy surrounding "small compositions" (i.e., promotional copywriting in live broadcasts). The turmoil originated from a live broadcast event of Oriental Selection, in which the promotional copy sparked a heated discussion about the ownership of the creation and brand image.
At the heart of the controversy is who the real author of the "little essay" is. On the one hand, Dong Yuhui, the anchor selected by Dongfang, is believed to be the creator of these copywriters, and on the other hand, the company's internal copywriting team also claims to contribute to these works. The controversy involved not only fans and employees within the company, but also the attitudes and responses of the company's top management.
As the controversy escalated, Dongfang Selection suffered a double blow from the loss of fans and a drop in stock prices. This turmoil eventually led to a significant decline in the number of fans of Dongfang Selection, and at the same time exposed the potential risks of the phenomenon of "fan circles" in the live broadcast e-commerce industry. In addition, this incident has also triggered the internal management of the live broadcast e-commerce industry.
In-depth thinking on the relationship between celebrity anchors and companies and the influence of fan culture. The "small composition" turmoil of Dongfang Selection is not only a controversy about the ownership of creation, but also a microcosm of the multiple challenges faced by the live broadcast e-commerce industry in its rapid development. This incident reflects the complex relationship between celebrity streamers and companies, revealing the profound impact of fan culture on brand image and business operations.
At the same time, it also pointed out that the live broadcast e-commerce industry needs to be further strengthened in terms of internal management and brand building. As an emerging e-commerce model, live streaming e-commerce combines the advantages of live streaming technology and e-commerce to provide a unique display and sales platform for brands.
However, brand building and maintenance present special challenges and opportunities in this area. Live streaming e-commerce platforms allow brands to create a unique brand image through the personalized display of live streamers. Through real-time interactions in live streaming, brands can communicate more directly with consumers and build an emotional connection.
It's important to choose a streamer that aligns with your brand's image. The streamer's personal image and style should be in line with the brand philosophy. Establish a clear cooperation model to ensure that the streamer can accurately convey the brand message when promoting the product. Ensure the quality of your live content and avoid posting misleading or poor-quality content.
Train streamers on brand knowledge and product knowledge to ensure that they can introduce products professionally. Build a good relationship with your fans and communicate effectively through social media and live streaming platforms. Balance the relationship between fan culture and commercial promotion, and avoid excessive commercialization leading to fan alienation.
For problems that may arise during the live broadcast, brands need to have a quick response mechanism to solve problems in a timely manner. In the face of a crisis, maintain transparent and honest communication to maintain brand credibility. Take advantage of the latest live streaming technologies and tools to enhance the user experience. Keep up with market trends and constantly adjust your live streaming strategy to adapt to changes in consumer demand.
Develop a long-term brand development strategy, not just short-term sales goals. Build and maintain brand loyalty among consumers by providing high-quality products and services. Brand building and maintenance in the live streaming e-commerce industry is a complex but crucial process. Brands need to ensure the quality of content and consistency of brand image while remaining personalized and interactive.
Through effective anchor collaboration, fan culture management, crisis response, and continuous market adaptation and innovation, brands can stand out in the highly competitive live streaming e-commerce market. "Fanquan" culture, derived from the unique cultural phenomenon of fan groups in the entertainment industry, refers to the enthusiastic and organized fan group formed around a certain celebrity or public figure.
In recent years, this cultural phenomenon has gradually penetrated into the business field, and has had a significant impact on the company's brand building, marketing strategy, product sales, etc. The fan base of a celebrity or public figure tends to show a high degree of loyalty to the products they endorse or recommend. By partnering with celebrities, brands are able to quickly increase their visibility and awareness among a specific group of fans.
Enterprises can design customized marketing activities according to the characteristics of celebrity fan groups to improve marketing results. Using social media platforms, businesses can engage with their fan base more effectively and enhance brand appeal. Recommendations from celebrities or public figures can often lead to a significant increase in product sales.
Launching limited-edition products in collaboration with celebrities can attract fans' enthusiasm for buying and increase the added value of the product. Fans tend to exhibit collective buying behaviors, which have a significant impact on market demand. Fans' purchasing decisions are often driven by their personal affection and emotional identification with celebrities. A change in a celebrity's personal image can have a negative impact on a brand's image. Extreme behaviors of fan groups (e.g., online violence, excessive consumption) can bring negative public opinion to brands.
Disclaimer: The process and pictures described in this article are from the Internet, and the purpose of this article is to promote social righteousness, and there is absolutely no vulgarity. If there are any questions about your work in your article, we will delete them as soon as possible!