The live broadcast room cannot retain brand assets

01.

The much-talked-about Li anchor incident has come to an end. To everyone's surprise, Li was not affected at all. He continued to broadcast after apologizing, and even his sales increased. However, Hua Xizi, the brand owner, was left at home when disaster struck. Sales dropped by 90%, and the clumsy public relations made matters worse. The brand foundation is so fragile, which is very inconsistent with its status as a popular online celebrity brand. Why is this?

02.

In recent years, countless brands that believe in the legend of live streaming have sacrificed their own profits and opportunities to build brand assets to create a powerful channel brand like Host Li.

03.

Yes, the live broadcast room of internet celebrities is a channel brand.

04.

The fans bought Hua Xizi for Li, not for Hua Xizi. This is very fatal.

05.

No matter how much money Hua Xizi spends, it is all advertising for anchor Li. For all brands that rely on live streaming to sell goods, every product they sell becomes an ordinary brick in the asset building of the internet celebrity anchor.

So Anchor Li’s brand is so strong that even an epic disaster cannot shake it.

06.

For those brands that buy e-commerce traffic in order to make quick money, every penny they spend is advertising for the platform. The platform's brand assets are becoming increasingly rich, but the product brands themselves have become accessories to the platform.

07.

The LV brand is very powerful. Customers will go to Hang Lung for LV, but will not go to Hang Lung to buy LV.

08.

Think about those international luxury brands, they made much more serious mistakes, some even rose to the level of ethnic justice, but in the end they were all safe and sound. This is because their brand assets were not built on the sentiment of domestic products.

09.

Robert Woodruff, the father of Coca-Cola, once said that if the Coca-Cola factory was burned down overnight, he could rebuild the entire Coca-Cola in three months.

Coca-Cola has witnessed, participated in, and created countless historical events and has become a popular culture symbol in the United States and the world. Who can shake such a deep-rooted brand asset?

10.

There is no shortcut to building a brand. New consumer brands must also go through the path that traditional brands have taken. The faster a brand becomes popular, the faster it tends to fade away. This is because it is all just empty talk and has no benefit in tempering brand assets.

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