But celebrities are not full-time delivery anchors after all, so "turns over" from time to time. For example, some time ago, a fashion blogger had a hair in the product he bought in the live broadcast room of celebrity Jijie , so I found the merchant It was right to defend the rights of , but Jijie publicly carried out personal attacks on in the live broadcast room.
As public opinion intensified, Ji Jie publicly apologized to on the social platform under pressure, but netizens did not buy , saying that there is something in Ji Jie's words and is "yin and yang strange".
and this is not an example of a "rollover". Not long ago, the famous talk show player Li Xueqin also participated in the double eleven live broadcast. The number of viewers of the live broadcast that day was as high as 311 million , but afterwards, an insider broke the news. It is said that 3 million are all robot , and many of the interactions on the barrage are also made by robots.
and this is not an exception. Almost every live broadcast room will have this situation. Robots during Double Eleven are in short supply. Most of the live broadcast traffic in is suspected of fraudulent .
With the celebrities carrying goods, our famous host Wang Han was not spared. On November 6th, Wang Han was invited to do a "Shunde special live broadcast" carrying goods, Wang Han recommended in the live broadcast Many home appliances, but afterwards, a screenshot came out.
On that picture, we can see that the merchant claimed to pay 100,000 start-up fee . On the day of the live broadcast, sold 1,323 sets of , but after the live broadcast, refunded 1012 sets of . The return rate of was as high as 76.4% A large-scale return behavior was judged by the platform as 's ordering , which caused the store to receive the false transaction warning and contact Yinhe Zhongxing, but the company has not given a solution for a long time.
subsequently responded to the matter by signing the policy, stating that the company did not purchase any data or swipe orders for this live broadcast, and that the person who posted the Moments of Friends was not a staff member, and pointed out that swiped the order back. The incident has a malicious attack characteristic . One of the main reasons why
merchants ask celebrities to bring goods is that they are fancy fan base , but celebrities who don’t have enough "die loyal fans" to bring goods live, sales will not increase significantly, and this has become "Overturning" .
It’s not just the celebrity’s reputation that has been damaged by the “rollover”. The biggest damage to should be the merchant , and the biggest loss to the merchant is not just the pit fee paid to the star.
Every time a celebrity is asked to bring goods to live broadcast is like a "gambling" . You must prepare inventory in advance and find temporary workers to cope with the sudden increase in orders. But once the celebrity live broadcasts "overturns" , all the upfront The prepared human and financial resources are all wasted .
However, merchants will still choose to cooperate with celebrities, the reason is that they fancy their own huge traffic , of course, there are also celebrities who are very suitable for live streaming, such as Jin Jing during the Li Jiaqi live broadcast room, the audience seems to watch In a skit, the laughter of the day was too dense, such as fitness gaining 11 pounds in three weeks.
Once upon a time, celebrities "net red" was still a derogatory term, but nowadays few celebrities have not brought the goods, but every line must be done well, and no matter which line is not well done, make love One line .
Note: Original works, plagiarism and washing must be investigated! Image source network, if infringement, please contact to delete, thank you!
