This article introduces the quality control problems and rollover incidents that occur in the live streaming of online celebrities, analyzes the reasons behind them, and puts forward suggestions for risk avoidance.
The overturn of a big Internet celebrity may be a personality problem.
The overturning of a group of top Internet celebrities is a technical problem.
There are no sweet potatoes in sweet potato flour, why is this happening?
The Internet celebrity "Northeast Rain Sister" has been off the air for many days, and the related product issues have finally been decided.
According to the notice of the Benxi County Municipal Supervision Bureau, the sweet potato vermicelli sold by the "Northeast Yujie" live broadcast was not detected with sweet potato origin, and cassava-derived components were detected, and it is planned to decide to confiscate illegal gains and fine a total of 1.65 million yuan to Yujie Media.
On the evening of October 12, Yujie Media, the company to which Northeast Sister Yu belongs, issued a statement sincerely apologizing.
In recent years, with the popularity of live broadcasting, there have been endless incidents of Internet celebrity anchors and even head anchors overturning with goods.
From Li Jiaqi's "non-stick pan" live broadcast overturn, Simba's "sugar water bird's nest" incident.
and then to the recent crazy Brother Yang's "Meicheng moon cake" overturning incident, which caused a lot of uproar.
and Luo Yonghao's "Make a Friend Live Room" sold moon cake souvenirs were questioned about their association with luxury brands, misleading, etc.
Especially recently, the rollover has been even more severe.
Most of the previous overturns were big brands with goods, and there were price problems or introduction errors.
The current overturned car is directly counterfeit and shoddy.
At the same time, the annual "Double 11" has arrived, in addition to the big promotions on major platforms, the major anchors with goods have appeared in the public eye.
Recently, a number of big Internet celebrities have announced their "comeback" in different ways, which has attracted the attention of netizens.
On October 14, Xin Youzhi's account "Simba" on the short video platform posted three videos in a row, announcing his return in a high-profile manner, and his live broadcast dynamic showed that it would start live on October 19.
In the video, Xin Youzhi leads all his team members to kneel on one knee and pay tribute to all users in front of the camera.
In the video, Xin Youzhi said: "The big anchor is in danger, the trust of users is collapsing, and the media is criticizing and writing...... Now is the darkest hour for live e-commerce. ”
Simba also knows that now is the darkest hour, but what is the truth
Why don't Internet celebrities bring big brands?
Why do Internet celebrities frequently have quality control problems with goods?
Beijing News reporter Wei Boya had an exchange with Shule, and this monkey thought:
Between big names and Internet celebrities, there is no longer a honeymoon.
At present, the live broadcast room generally involves multiple categories in product selection, from food, beauty and skin care to clothing, electronic products, etc.
The supply chain of each category is quite complex.
Unless it has been in business for many years, it is not fully understood, and it can be costly to invest in testing. ”
Why the outbreak at this moment?
The track of live streaming has changed, and Internet celebrity anchors and big names are no longer like fish in water.
As well-known brands gradually turned to live broadcast in their own stores, anchors with goods had to choose from OEM or white-label products, which eventually led to the concentrated outbreak of the "rollover" problem.
At the same time, due to the lack of professional knowledge and identification qualifications of the products carried by the Internet celebrity team, if it is easy to bring goods with only a few certificates, it is easy to have quality control risks.
How should Internet celebrities avoid the risk of rollover?
Two words: recruitment
For Internet celebrities, there should be a complete team,
Even if it is a small and beautiful live MCN, it must be like marketing, public relations, and a professional selection team with a strong cognitive depth of the products involved.
If you make money, you need to invest in it to avoid falling into the pit.
Otherwise, bringing goods will really bring disaster.
This article was written by Everyone is a Product Manager Author [Zhang Shule], WeChat public account: [Zhang Shule], original / authorized Published in Everyone is a product manager, without permission, it is forbidden to reprint.
Image from Unsplash, based on the CC0 license.