Following the suspension of a large number of artists, another side of the industry that celebrities love to do collectively went out of business

Yujie

2024-05-12 19:09Published in Hebei

Following the withdrawal of "a large number of artists have stopped broadcasting" from the field of live broadcasting, the topic of "celebrities' favorite side hustles have collectively collapsed" rushed to the hot search list.

You must know that in the field of live broadcasting, the celebrity group rushed in as a decisive force. At the peak of 2020, at least 500 stars made their debut. But now in the field of live streaming, there are very few celebrities.

As the platform has withdrawn the original traffic support, the fact that many celebrities have weak ability to bring goods is undoubtedly revealed. For this part of the stars, it is meaningless to continue to bring goods dismally. Except for a very small number of celebrities who have become top anchors by virtue of their own transformation, it is inevitable for other stars to leave the live broadcast room with goods and return to the performing arts industry.

In addition to the side business of live streaming, celebrities also love to do the catering industry.

With the blessing of the halo of stars, celebrities have entered the catering industry, and even advertising endorsement fees have been saved. At the beginning, fans were still very fond of this set, and the business of the star brand store was booming.

In addition, these star brand stores like to cooperate with Internet celebrities, and with the blessing of star brands and "Internet celebrity stores", more and more franchise stores are opened, and more and more celebrities are joining.

Whether it is in Huang Xiaoming's barbecue restaurant or in the hot pot restaurant of the opening store, the big stars push cups and change lamps with him, calling them brothers, and the traffic is also pouring in, and the popularity of the celebrities' restaurants has soared.

But now that I look at it, many of the stores that used to be explored by the big LOGO have closed down.

Take Huang Xiaoming as an example, he used to be the brand official of the barbecue restaurant in the south of the country, and he frequently appeared in the store promotion, which brought a lot of attention to the brand. However, with the large-scale closure of the Yakinijiang Restaurant, Huang Xiaoming also had to face the dilemma of reality. Even though he moved to Mrs. Crab's Noodle Restaurant to try to rebuild its image, the response from consumers was not satisfactory, and the high-priced dishes discouraged many people.

A similar situation has happened to other celebrities. Chen He's Xianhezhuang hot pot restaurant was once all over the country, but the problems and mismanagement caused by the rapid expansion eventually led to the closure of many branches and the loss of franchisees. Zheng Kai's Huofengxiang fresh hot pot was also in trouble due to ingredient problems and poor after-sales service, and finally had to make a decision to withdraw.

How popular were these star brand stores in the first place? Chen He once came to the spicy Sancheng hot pot restaurant where Sha Yi was one of the founders with the Internet celebrity big LOGO, and it is said that the franchise fee of this hot pot restaurant is 700,000 yuan, and the customer flow is very large, and it takes more than 4 hours to queue for a meal.

Last year, because of a dispute over the sales contract, this store added a new information on the person subject to execution, and the execution target was more than 60,000 yuan. In March last year, the company was included in the list of abnormal operations because it could not be contacted through its registered residence or business premises.

Guan Xiaotong's "natural stay" milk tea has also been involved in business contract disputes, and Guan Xiaotong was also listed as a defendant for this.

In addition, artists including Feng Xiaogang, Ge You, Sun Yizhou and other artists have all been involved in the catering industry.

But before the restaurant industry goes wrong, they always get out of the way, leaving the franchisees who only find themselves swimming naked after the tide goes out.

Franchisees have spent too much money to join, but if they want to return funds quickly and save operating costs, the problem will come quickly. Take Xianhezhuang, founded by Chen He, for example, from the second half of 2020 to the first half of 2021 alone, there were problems such as pot bottom explosions, ceiling falling, and child labor.

In addition, celebrities are only spokespersons or shareholders and do not directly participate in the operation and management, which leads to a disconnect between brand image and consumer perception, which ultimately affects the stability and development prospects of the brand.

The cruel reality of the catering industry is that even with the blessing of celebrities, it cannot hide the lack of product quality and service attitude. Consumers pay more attention to cost performance and quality assurance, rather than the halo of stars. Therefore, if celebrities cannot take brand management seriously and improve product quality and service levels, they will not be able to truly win the trust and support of consumers, and it will be difficult to gain a foothold in the catering industry.

In fact, this is also superficial to a certain extent, fans are becoming more and more rational, and they will not pay for the halo of stars. Theoretically speaking, the increasingly rational purchasing attitude of fans is an inevitable trend, and it is also an upgrade of consumer awareness.

Celebrities are idols in the hearts of consumers and money-absorbing weapons in the eyes of merchants. They not only represent personal charm and achievement, but also a symbol of a brand and a guarantee of credibility. If you can't guarantee these, then it's better to return to your acting career, seriously build your character image, and leave you some more classic works!

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