Chen Xiaochun's live broadcast brings goods overturned, "relying on celebrities" is not as good as "relying on products"

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  According to upstream news reports, some merchants signed a contract worth 510,000 yuan for live delivery and arranged for Chen Xiaochun and Internet celebrities to bring the goods together. As a result, the three live broadcasts only sold 5,000 yuan. court.

The Guangzhou Intermediate People's Court made a second-instance ruling recently, ruling that the media company of the live broadcast promotion agreement should return more than 410,000 yuan in service fees to the plaintiff’s merchants.

  From the civil judgment of the Guangzhou Intermediate People's Court, we can see that several live broadcasts of Chen Xiaochun and Internet celebrities are not only not as popular as expected, but also have few sales.

The court ruled in accordance with the agreement that the live broadcast promotion agreement company returned more than 410,000 yuan in service fees, which reduced the actual losses for the merchants. However, the result of only 5,000 yuan sold by celebrity live broadcasts is quite worthy of reflection by some companies.

  At present, with the development of the platform economy, live streaming is also in the ascendant as a new business. Its marketing strategy is mainly to use the popularity of celebrities and internet celebrities to drive product sales. There are indeed many live streaming products because of "stars and internet celebrities." "The flow of traffic" has realized the benefit of "Golden Mountain and Silver Sea".

However, it can be seen from this matter that the business strategy of blindly "making quick money with traffic" and "making big money with celebrities" still cannot withstand the long-term test of the market.

  Whether a product can be favored by consumers depends on the value of the product itself.

In other words, for consumers, product quality is king, and only good quality and low price have the largest market.

On the contrary, if a low-quality product can "fire across the Internet" only because of celebrities and Internet celebrities, it is probably not a real market demand, and it is destined to be difficult for a long time.

  In this regard, it is actually a "good thing" to invite Chen Xiaochun to bring the goods with a lot of money, but only sells 5,000 yuan.

This shows to a certain extent that the live streaming market has begun to be rational, and the consumer psychology of consumers has returned to normal.

No longer "just look at celebrities but not products", with this mature consumption concept, there will be a healthy and mature market environment.

  In fact, the market will become more sensible, healthy and mature only when the sales volume of the product really depends on the value of the product itself.

Therefore, this matter also reminds some companies that instead of following the trend and keen on celebrities and Internet celebrities, they should seriously make good products and win the big market steadily.

  □Hao Dongmei (staff)