Recently, a news about Yang Zi and Huang Shengyi's participation in live streaming has attracted widespread attention. According to reports, Ms. Wang, the person in charge of a bacon brand, prepared a large number of products for this live broadcast, but the actual sales were shocking, and only one order was sold. What's even more shocking is that more than 60 merchants reported to the police that they paid a high live broadcast service fee, but the sales failed to reach the minimum amount stipulated in the contract, and the relevant companies refused to refund the money, suspected of contract fraud. This incident not only revealed the risks behind celebrities bringing goods, but also triggered in-depth thinking about contract performance, business integrity and legal liability.
As a popular form of sales, live streaming has indeed brought considerable benefits to many brands and celebrities. However, in this case, the influence of celebrities does not seem to translate into tangible purchasing power. This can't help but make people think: what is the core value of celebrities bringing goods? is it just the halo effect of celebrities, or should we pay more attention to their fit with the product and the matching degree of the target audience?
Contracts are the cornerstone of business conduct and have legal effect. In this case, the merchant signed a service agreement with the relevant company and paid the fee as agreed. If the contract specifies the sales target and refund mechanism, and the company fails to meet the requirements and refuses to refund the money, then it is suspected of violating the contract. In this context, the law should become a powerful weapon to protect the rights and interests of all parties.
Integrity is the soul of business behavior. In this turmoil, if the relevant company knows that it will not be able to achieve the sales target, but still signs a contract with the merchant, it is undoubtedly a violation of business integrity. In the long run, this irresponsible behavior will seriously damage the healthy development of the entire industry. Therefore, such untrustworthy behavior must be severely condemned and prosecuted by law.
In order to prevent the recurrence of similar incidents, all parties should strengthen their awareness of risk prevention. Merchants should conduct adequate background checks and risk assessments when selecting partners, celebrities should strictly check their products to ensure that they are compatible with their own image and fan base when participating in merchandising activities, and relevant platforms and regulators should also strengthen the supervision of livestreaming and formulate stricter industry norms to ensure that the rights and interests of all parties are not infringed.
To sum up, the celebrity bringing turmoil is not just a simple sales failure. Behind it is a reflection of many issues such as contract performance, integrity system and legal liability in business behavior. Only when all parties can take these issues seriously and actively solve them, can the emerging business of live streaming truly develop healthily and for a long time.