"Li Jiaqi's" frequent cartwheels, how far can the road of live bandwagon still go?

Recently, Li Jiaqi was accused of false advertising. The reason is that in a live broadcast in September this year, he wrongly introduced the "Yangcheng scholar crab" into the "Yangcheng Lake hairy crab", after the incident came to light, Li Jiaqi studio quickly issued an apology statement on Weibo. He himself also said he would take preventive measures in the future and live up to the trust of consumers. Despite his achievements in this year's Double 11 live broadcast, Li Jiaqi is still proud of his results, ranking second in Taobao Live with 140 million heat. How far can the marketing form of netroots anchors bringing goods for brands go?

It is undeniable that brand merchants are the ultimate beneficiaries of the live-streaming ecosystem. However, the current live streaming of the business is mainly a "price war," liattracting consumers with prices below offline retail. In the long run, sales in other channels will inevitably be affected. And the "Pandora's Box" of vicious price competition may be opened when anchors begin to blindly pursue "the lowest price in the entire network. Although we are now living in this big ship sitting on the business + e-commerce platform + MCN organization + KOL anchor, but it seems to be in the same boat ****, showing a prosperous and harmonious scene.

However, with the increase in traffic of head anchors, their impact on users may be beyond the control of brands. The "weight" in hand is much greater, and the balance between anchor and brand will gradually tilt. At this point, there may be an embarrassing situation where consumers "recognize the person but not the goods". Like Li Jiaqi anchor, although he has always emphasized that he is a "netizen" is not a "star", but high-frequency exposure but he has a large number of die-hard fans, play a "fan economy" of the The company's website has been updated with the latest information on the latest developments.

Additionally, netizens broadcasting their products live for brands still carries a certain amount of public opinion risk. Taking the war between Li Jiaqi and Baidu Ling in this year's Double 11 as an example, it is not a big problem for the original brand to cancel the advertising cooperation for the time being. However, Party A, which dealt with the issue in a traditional advertising way, underestimated the influence of the anchor. When Li Jiaqi was publicly trolled and "pigeonholed", Park's Bird's Nest was also categorized as "untrustworthy" by many fans. In addition, after the incident, the brand did not carry out timely crisis public relations, resulting in a one-sided situation of public opinion, once pushed the Hundred Bird Ridge to the forefront.

The brand wants to make the form of on-site delivery more and more far and stable, and in-depth cultivation of "professional" and "segmented" areas may be a feasible idea, products with a higher level of professionalism, strengthen market supervision, and strengthen the market regulation. The products have a higher level of professionalism, strengthen the market regulation, and form a healthy business model. At the same time, accurate segmentation based on different platforms, different user attributes and different products, to show the differentiation and core competitiveness of different brands, rather than just downsizing marketing for profitability.