Why have top internet celebrities collectively fallen out of favor recently?

This article introduces the quality control problems and incidents that occur in live streaming sales by influencers, analyzes the reasons behind them, and puts forward suggestions for avoiding risks.

The downfall of a big internet celebrity may be due to his or her personality problem.

The downfall of a group of top internet celebrities was due to technical issues.

There is no sweet potato in the sweet potato flour. Why is that?

The internet celebrity "Northeast Rain Sister" has been off the air for many days, and the related product issues have finally been resolved.

According to the report of Benxi County Market Supervision Bureau, the samples of sweet potato vermicelli sold by "Northeast Yu Jie" during the live broadcast did not contain sweet potato-derived ingredients, but cassava-derived ingredients were detected. It is proposed to impose administrative penalties on Yu Jie Media including confiscation of illegal gains and fines totaling 1.65 million yuan.

On the evening of October 12, Yu Jie Media, the company that Northeast Yu Jie belongs to, issued a statement to express its sincere apology.

In recent years, with the popularity of live streaming sales, incidents of internet celebrities and even top anchors failing in their sales sales have emerged one after another.

From Li Jiaqi’s “non-stick pan” live broadcast failure to Simba’s “sugar water bird’s nest” incident.

Then there was the recent uproar over the "Meicheng Mooncakes" failure of Crazy Brother Yang.

The mooncake souvenirs sold in Luo Yonghao’s “Make Friends Live Room” were questioned for having misleading associations with luxury brands, etc.

Especially recently, the rollovers have become more serious.

Most of the previous failures were due to the promotion of big-name products, which resulted in pricing issues or incorrect introductions.

The current failures are directly due to counterfeiting and shoddy products.

At the same time, the annual "Double 11" has arrived. In addition to major platforms launching big promotions, major live-streaming anchors have also appeared frequently in the public eye.

Recently, many big internet celebrities have announced their "comeback" in different ways, attracting the attention of netizens.

On October 14, Xin Youzhi’s account "Ximba" on the short video platform posted three videos in a row, announcing his return in a high-profile manner. His live broadcast status showed that he would start live streaming on October 19.

In the video, Xin Youzhi led all his team members to kneel on one knee and pay tribute to all users facing the camera.

In the video, Xin Youzhi said: "Big anchors are in danger, user trust has collapsed, and the media is criticizing... Now is the darkest moment for live e-commerce."

Simba also knows that this is the darkest moment, but what is the truth?

Why don’t internet celebrities promote big brands anymore?

Why do products promoted by influencers frequently have quality control problems?

Beijing News reporter Wei Boya had a conversation with Shu Le. I think:

The honeymoon period between big brands and internet celebrities is long over.

Currently, live broadcast rooms generally involve multiple categories in product selection, ranging from food, beauty and skin care to clothing, electronic products, etc.

The supply chain for each category is quite complicated.

Unless you have been in business for many years, you cannot fully understand the situation, and testing will only bring high costs in time and money.”

Why is it breaking out at this moment?

The reason is that the track of live streaming e-commerce has changed, and internet celebrities and big brands are no longer able to thrive.

As well-known brands gradually turned to live streaming of their own stores, anchors who sell goods had to choose products from private label or white-label goods, which eventually led to a concentrated outbreak of "crash" problems.

At the same time, since the internet celebrity team itself lacks professional knowledge and identification qualifications for the products they promote, if they easily promote products based on just a few certificates, quality control risks are likely to occur.

How should internet celebrities avoid the risk of failure when promoting products?

Two words: Recruitment

For Internet celebrities, they should have a complete team.

Even the smallest and most beautiful live streaming MCN must have marketing, public relations, and a professional product selection team that has a deep understanding of the products involved.

Once you make money, you need to invest it to avoid falling into traps.

Otherwise, promoting products will really bring disaster.