Sweet potato vermicelli with delivery does not have sweet potato ingredients? Assaulting a professional anti-counterfeiter? Was blackmailed 300,000?
Recently, the haze of the live broadcast and cargo circle has not only shrouded Brother Xiaoyang in Anhui, but also spread to Sister Yu's family in the northeast.
From the historical experience of Internet celebrities "overturning", it can be concluded that escaping cannot solve the problem, just like the classic line in Hong Kong films says, "If you are wrong, you must admit it, and if you are beaten, you must stand upright".
In line with this principle of "mixing rivers and lakes", on September 26, "Northeast Sister Yu" specially released a video in response to the controversial beating incident and the sweet potato vermicelli incident.
Source: Video Account
Later, through the live broadcast, he sorted out the ins and outs of the recent series of events for netizens, and publicly apologized to the "family" for his foul language and beating behavior.
It also mentioned that he was "put together" by a professional anti-counterfeiter, and was blackmailed by the other party for a price of 300,000 yuan for the fight dispute.
Admittedly, in the local police station's public security mediation agreement, the dispute was described as "an anti-counterfeiting blogger who came to the door as a fan to ask for a group photo, and during the video was secretly recorded, the two parties had a physical altercation."
In other words, the anti-counterfeiting bloggers "Big Baby" and "Bounty Hunter Ash" used their identity as pretenders to secretly record videos at the beginning, not "door-to-door rights protection" as they themselves claimed.
This move, and the purpose behind it, is self-evident.
Of course, there is another version of this story.
The anti-counterfeiting blogger "Bounty Hunter Ashes" posted a video saying that the so-called "extortion of 300,000 yuan" was framed by backwords, but it was actually a "cover money" given voluntarily by Sister Northeast Yu.
In this Internet era where everyone can tell a good story for 5 minutes, good screenwriters and actors are everywhere, and they jointly present one good drama after another, which is far more exciting than TV dramas.
For this kind of melon that is constantly reversed, don't be blurred by some very gimmicky topics, the key is to return to the starting point - the product.
The forest is big, and there are all kinds of birds.
The seller does not know the authenticity or quality of the goods.
Cracking down on counterfeiting has evolved into a business, and many times it is still a business that wanders in the gray area.
In the final analysis, no matter whether the counterfeiter wants money or traffic, since Sister Yu can bring products that can help people with intentions, this has shown that Sister Yu's team is indeed negligent in product selection.
Therefore, back to the "sweet potato vermicelli without sweet potato powder" incident that consumers are most concerned about, Sister Yu said that the vermicelli had been sent for inspection on September 21, "If the test report comes out, (the vermicelli) is problematic, and I will pay for all my bankruptcy." ”
Caption: Manufacturers have acknowledged that sweet potato vermicelli contains tapioca flour
Sister Yu swore so much, she seemed to be full of sincerity, and even staged a "warrior crying" with her "coquettish husband" Lao Kuai, but some netizens didn't buy it anymore.
commented for a while: "I didn't cry when I bought a fake, I didn't cry when I was beaten, and I cried when I made money by selling fakes." ”
Source: Weibo netizens
Some netizens ridiculed the touching acting skills of Sister Yu's family, which can be called the "Northeast Film Studio".
Of course, there are also "family members" who have a tolerant attitude, thinking that "other online shopping will also step on the thunder, and there is no need to demand that the goods sold by Internet celebrities are good".
There are only zero and countless rollovers.
20 days before the sweet potato vermicelli incident, a video of Panjin rice field crab released by Sister Yu in Northeast China was also faked by netizens 360 degrees.
Later, Sister Yu also admitted in the live broadcast that it was a script for filming, saying that "I was invited by the official platform to promote the harvest festival of my hometown Panjin River Crab." ”
It is particularly worth mentioning that the crab posing turmoil did not have much impact on the number of fans of Sister Yu in Northeast China.
But this time, the public opinion is obviously much worse.
First, it does involve the vital interests of consumers; Second, disputes involving other Internet celebrities have given online public opinion more to talk about.
"Internet Brand Official" learned that since the anti-counterfeiting blogger broke the news on September 23, as of press time, the number of fans of Sister Yubei in Northeast China will reach 23.519 million (still declining), and the number of fans will be nearly 1 million.
Source: Douyin
From the perspective of crisis public relations, Sister Northeast Yu did not respond until three days after the incident, which undoubtedly missed the best time for public relations, which chilled the hearts of consumers who bought the sweet potato vermicelli.
There are pure video fans who admit that Sister Yu doesn't need to fall into self-proof in this turmoil.
This belongs to standing and talking without backache.
After all, most of the consumers who place orders in Northeast Sister Yu must be her video fans.
Because I like her content, because I trust her, I will choose to place an order in her live broadcast room.
Not responding and not dealing with such a way of doing things is not only ignorant and stupid, but also will end up reaping the consequences for yourself.
Let's look at the crazy little brother Yang who began to be liquidated in a centralized manner during this time, he is the most referenced negative teaching material in the live broadcast industry.
Who is watching the live broadcast to bring goods?
There is a very fragmented phenomenon in the online world: on the one hand, everyone shouts at the Internet celebrities who bring goods in the live broadcast, and on the other hand, everyone buys in the live broadcast rooms of these Internet celebrities.
The data shows that in the past month, "Sister Northeast Rain" has broadcast a total of 4 live broadcasts, with an average of more than 5 million viewers per game, and a total cumulative sales of 25 million to 50 million.
Among them, after encountering the Panjin River Crab video posing turmoil, in the two live broadcasts on September 7, the cumulative sales of Sister Yubei reached 15 million yuan, and she once topped the list of goods during the period.
The impact of the "rollover" is almost negligible.
For its reason, the public's condemnation only stayed at the level of public opinion, and failed to shake the basic plate of Sister Northeast Yu.
The fans are here, and the family is there.
To put it bluntly, Internet celebrities are actually products that rely on packaging to get to the public, and they use their fan base for targeted marketing.
For Internet celebrities who have been exposed to negative news, no matter how fierce the netizens scold and analyze how reasonable, fans will still believe what they should believe and buy what they should buy.
Why are people so tolerant?
The answer is: the climate of the entire industry environment.
Live streaming has only reached its 9th year, and the entire industry is like a high-speed train.
Due to the high speed of the vehicle, the people and goods carried are also rising exponentially, and the consequence of high-speed expansion is that the car continues to roll.
Think about the super head anchors at the front of the car, such as Wei Ya, Li Jiaqi, Crazy Brother Yang, Simba, Dong Yuhui, Luo Yonghao and others, which one has never tripped up problems such as false propaganda and selling fake and shoddy products?
The big anchors who have attracted much attention are still like this, and those small and medium-sized anchors are even more unimaginable.
A public relations person said that most influencers have no concept of risk management at all, "When it comes to risk, they generally reply: nothing happened last time, and nothing happened to others."
Beneath the surface of prosperity and development, there are huge hidden dangers.
Problems don't go away in a vacuum, they just accumulate over time until an outbreak comes.
In July this year, Luo Wangyu, the "first brother of beauty" on Douyin, was suspected of false propaganda for the "CSS olive essence" he brought with him, and he himself will face a refund of up to 150 million yuan.
There are also three sheep who tripped over a moon cake, which led to a series of problems within the enterprise. Now, not only was he issued a "sky-high" fine, but he was also ordered to suspend business by the Hefei Municipal Market Supervision Bureau and was suspended by the Douyin platform.
Source: Douyin Blackboard News
The endless rollover incidents have sounded the alarm bell for industry change.
Remind the anchors who bring goods that they must invest more manpower and material resources in product selection. Do a good job of risk screening for brands entering the live broadcast room, and strictly control product quality.
After playing the role of a good gatekeeper, if the live broadcast room still flows into the problem products, take the responsibility that it should take to protect the consumers who trust them.
Instead of calling it "family" when selling goods, he turned his face and didn't recognize anyone after the accident.
It is obviously whimsical to rely solely on self-discipline to promote the healthy development of the industry.
Finally, it is still necessary to supervise and manage industry practitioners through sound laws and regulations, continuously improve the legal responsibilities and obligations of anchors, platforms, merchants and other parties, clarify the division of responsibilities of all parties in live streaming, plug all the loopholes that have been ignored one by one, and establish a stricter punishment mechanism.
If you don't "ruthlessly" deal with these black-hearted people, it will always be the common people who will suffer.