The anchor Simba apologized for the "Bird's Nest Incident", and


where is the live broadcast of "Barbaric Growth" with a

refund of nearly 62 million

?

Simba took screenshots of the video before.

  The "bird's nest incident" that lasted for many days once again ushered in a hot spot.

On November 27, Kuaishou anchor Simba (real name Xin Youzhi) responded to the "bird's nest incident" via Weibo, admitting that there was exaggerated publicity during the live broadcast promotion and sales. The Mingzhi brand bird's nest products sold are bird's nest-flavored drinks and will bear One refund and three liabilities.

  With the rapid development of e-commerce platforms, live delivery of goods has become a new "outlet" for consumption growth. Behind the huge profits, the frequency of anchors bringing goods "turnover" is also increasing.

In the face of the influx of traffic and interests, how to make the live broadcast take the goods on the right track?

  event

  Netizens questioned that "bird's nest is sugar water" Simba proves that he is "innocent"

  The "Bird's Nest Incident" lasted for more than half a month, from the questioning of netizens to the entry of "professional counterfeiters", to Simba's several responses, and several hot searches, causing a lot of noise.

  On October 25th, the anchor of the Simba team "Shi Da Mei" recommended a bird's nest product to fans during the live broadcast.

  On November 3, a netizen who bought this bird's nest posted a video on social platforms, questioning the bird's nest as syrup, causing heated discussions.

  On November 6, the Simba team’s official Weibo issued a lawyer’s statement stating that the bird’s nests promoted and sold in the live broadcast room are all qualified and authentic. Some online users will edit and modify the original video and publish defamatory comments. Legal measures.

Subsequently, the bird's nest brand involved also issued a solemn statement on the official Weibo, stating that the products are all qualified authentic products and legal measures will be taken in this matter.

  After that, Simba responded in the live broadcast room that these are bird's nests. He also took out a product inspection report to prove his innocence. At the same time, he claimed that some "black fans" were deliberately discrediting them, and that he "has a bankruptcy and will sue these people for libel" .

  Reverse

  Simba promised to refund one compensation after the test report was released

  The climax of the incident was the admission of Wang Hai, who was called a "professional counterfeit" by netizens.

  On November 7, Wang Hai posted on Weibo, “The instant bird’s nest sold by Xin Youzhi (Simba) has zero protein content, which does not contain bird’s nest at all.” On November 19, Wang Hai posted the item on Weibo. The bird’s nest test report stated, "According to the test results, the product contains 4.8% sucrose, 5% carbohydrate in the ingredient list, and 0.014% sialic acid, confirming that the product is sugar water."

  After Wang Hai released the test report, Simba and his team also changed their attitudes.

On November 20, the Simba team’s official Weibo issued a statement again, stating that after the incident, they sent the product for inspection as soon as possible, and the test results will be publicized. If consumers are dissatisfied with this product, they can contact The brand’s Tmall flagship store applied for a return refund.

But the statement also mentioned that in the test report issued by Wang Hai, “in addition to the sugar that the rock sugar bird’s nest product should contain, it also contains the bird’s nest ingredient: sialic acid.”

  Subsequently, Wang Hai said on Weibo that on the online shopping platform, the price of 100 grams of sialic acid is about 500 yuan, “visually its cost per 100 grams (a bowl), including packaging materials, materials, and processing costs do not exceed 1 Yuan Qian."

  On November 27, the "bird's nest incident" seemed to usher in the final result.

On the same day, Simba published "A Letter from Xin Youzhi to Netizens" on Weibo, acknowledging that the bird's nest product was indeed exaggerated when it was promoted and sold live, and all products sold were recalled, and one compensation was given. .

A total of 57,820 orders of this product were sold in the live broadcast room, with a sales amount of 15,495,760 yuan, and a total of 6,1983,040 yuan must be refunded first.

At the same time, Simba also announced the team rectification plan, which will deeply reflect on internal management, strictly control quality, and initiate internal rectification and upgrade. All anchors and teams will strengthen professional learning and training.

  The ultra-low-cost business model behind the rollover

  An industry insider complained to reporters that Simba’s “bird’s nest incident” was only the tip of the iceberg that was exposed. The live streaming industry frequently “turned over” due to product quality issues, which is essentially related to its business model-low prices are the live broadcast rooms of the host. Therefore, in order to meet the ultra-low price requirements put forward by the anchors and obtain gross profit from it, the merchants have to spend their hands on the cost.

  A senior product selection team leader told reporters that the most prominent scene occurred in the live broadcast of the standard product selection, which refers to the products on the market with relatively mature categories and standard prices.

For this kind of product, the task of the selection team needs to lower the price to ensure that the audience is satisfied while the anchor can also make a difference.

For example, for a drink that sells for 3 yuan, the actual price may need to be around 1.8 yuan, and the anchor can make 2 cents if you sell 2 yuan.

  The person in charge said that because this type of product has a very thin profit margin, its disadvantage is that it may drive the company to death.

In this case, companies generally have two choices, one is to sell at a loss, and the other is to find ways to reduce costs.

  How to reduce costs?

The above-mentioned industry insiders said that generally, the quality of the product is lowered by manipulating the packaging materials, raw materials, dosage and other aspects.

  West China Metropolis Daily-Cover News Reporter Li Yuxin Comprehensive Interface News