Another tea brand overturned in a co-branded event
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May 9th
The original innovative tea brand Yihetang
On the official Weibo, it was officially announced with
A joint event of "Full Time Master".
Unexpectedly, the event was full of embarrassments as soon as it was launched
caused fans to complain on social platforms
Yihetang's joint activities are full of embarrassments
The pre-ordered product "flew"
"Full-time Master" is a popular online novel, which was later adapted into a TV series, mobile game, and anime, attracting a large number of fans.
It is precisely because of the high popularity of "Full-time Master" that Yihetang chose to co-brand with it, and plans to launch the mini program co-branded package and assembly activities from May 9, and the national theme store stamping activity will be opened; On May 12, an offline flash mob was held in Shijiazhuang, Hebei Province; On May 18, Zhengzhou, Henan Province held an offline flash mob.
It is understood that the co-branded peripheral materials are quite abundant, with a total of 8 models, including limited character cups, limited paper bags, limited thermal bags and other co-branded "old three things", as well as limited straw sleeves, limited stickers, limited laser packages, limited stainless steel straw cups, limited mouse pads and other hardcore peripherals.
▲Some co-branded limited packages (source: Yihetang's official Weibo)
What I didn't expect was
On the day of the launch of the joint event
Yihetang's official micro
It was attacked by the complaints of consumers
Consumer "Mr. Hala" told reporters:
"I placed an order at 11 a.m. on May 9 in the Yihetang applet to buy two products with a price of 81.9 yuan and 46 yuan, and the purchase documents show that the peripheral gifts include two sets of mouse pads, four stickers, two sets of full sets of postcards and a stainless steel cup. When I picked up the goods in the offline store, I found that the management of the store was very chaotic, and the person who took the number after me got the peripherals in advance. I waited in the store for 30 minutes and was told that the giveaway was out when it came to me. ”
The reporter inquired on the Black Cat Complaint APP and found that there were as many as 37 complaints from Yihetang within 30 days, mainly about the joint activities of "Full-time Master".
The name of the IP character was "Zhang Guan Li Dai"
Brand co-branded "to have a long snack"
furthermore
Fans of "Full Time Master" pointed out
Some stores mislabel the name of the IP character
This kind of behavior of "Zhang Guan Li Dai".
Let the hot-blooded fans call it outrageous
questioned that he did not understand IP and did not respect the role
The reporter's investigation found
A tea brand that is keen on co-branding
It can be called the hardest hit area of the joint rollover
Previously, Shanghai Auntie and the mobile game "Love of Light and Night" officially announced the joint name, because of the Shanghai Auntie staff verbal abuse of players and the male protagonist of the game, many negative incidents such as employees stealing materials on various social platforms, and privately selling cooperation gifts, the game producer announced on the official Weibo that the cooperation would be stopped, and it was only three hours after the Shanghai Auntie announced the linkage.
On the past World Book Day, Lele Tea cooperated with Yilin Publishing House to launch a co-branded milk tea "Smoke Cavity Oolong" with Lu Xun's portrait printed on the cup body and peripheral cultural and creative products, with the slogan "Old Tobacco Cavity, New Youth". This move caused widespread controversy, and Lu Xun's family entrusted a lawyer to send a lawyer's letter to Lelecha and Yilin Publishing House, demanding that the facts be clarified, the impact eliminated, and apologize, and the related products were immediately removed from the shelves.
Wang Jiucheng, the chief lawyer of Beijing Li Tao Law Firm, told reporters that brand co-branding should also be "long snacks". The emergence of popular products is the result of the complementary advantages of the two parties, and it is necessary to do a good job in sales, publicity, staff training and other related work on the premise of respecting consumers and IP.
Zhu Danpeng, vice president of the Guangdong Provincial Food Safety and Security Promotion Association, also believes that co-branded cooperation is a "double-edged sword", on the one hand, creating new topics and gaining traffic, but on the other hand, there is no lack of co-branded overturning. Therefore, based on the concept of long-term development, enterprises must screen brands that fit the concept for cooperation and realize the convergence of different cultures, which is the essence of co-branding.
益禾堂道歉
and open a special complaint channel
May 12th
Yihetang issued a statement on its official WeChat
Apologize to the consumer
The relevant person in charge of Yihetang told reporters that due to insufficient preparation for the estimate, the opinions and feedback of many players could not be replied to and responded to in a timely manner. At present, a special complaint channel has been opened, and all players are invited to jointly supervise. In the future, we will focus on optimizing the unscientific and inaccurate links in the current process to reduce the probability of such situations.
What are the inappropriate practices of merchants?
What compensation can consumers claim?
Wang Jiucheng believes that if the consumer mini program places an order successfully, that is, the consumer and the merchant constitute a sales contract. The merchant knew that the number of co-branded peripheral products was limited, but did not limit the quantity in the Mini Program, causing some consumers who had placed orders to be unable to obtain the goods, and the merchant failed to fulfill its obligation to provide true and comprehensive product information, causing consumers to misunderstand, and at the same time failing to deliver the goods according to the completed order, constituting a breach of contract, and the merchant violated the consumer's right to know, the right to choose, and the right to fair trade. At this time, the consumer can request the merchant to continue to perform the contract and deliver the corresponding goods; or request to terminate the contract, and the merchant will refund the full price. In addition, if the merchant subjectively and deliberately makes a false statement about important facts, causing consumers to be deceived, it constitutes fraud, and consumers can claim "refund one and compensate three".
👉3.15 Viewpoint | Cross-border "co-branding" only plays gimmicks? Beware of "rollovers"!
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Produced by the New Media Editorial Department of China Consumer Daily
Source/China Consumer Daily, China Consumer Network
Reporter/Sun Wei
Editor/Li Xiaoyu
Producer/He Yongpeng, Ren Zhenyu