Edited by: Huang Sheng
With the rise of online e-commerce, inviting celebrities to carry goods live has become the choice of many brands.
According to Red Star News, Shiliyan Shampoo, a subsidiary of Materia Medica Company, was a new brand launched last year. During this year's "618" period, it also hopes to bring a certain amount of traffic and sales through celebrities.
Materia Medica contacted Hangzhou Wuyou Media Co., Ltd. (hereinafter referred to as Wuyou Company) through a third-party intermediary company, and decided to have its artist Ming Dao conduct a special live broadcast for the brand on June 14. The contract amount signed by a third-party intermediary company on behalf of Materia Medica and Wuyou Company is 2.438 million, including special event fees and commercial launch fees. Materia Medica stated that they actually paid 3 million yuan to a third-party intermediary company.
In the end, after the entire live broadcast, sales were only 348,000, and a large number of returns occurred within one month after the live broadcast. "The return rate reached more than half." The actual sales volume was only more than 2,000 orders, totaling more than 200,000.
"We spent millions on Mingdao to do a special live broadcast during the '618' period. As a result, after excluding refunds, we only sold more than 200,000 yuan. The cost difference was too big, not even one-tenth. We hope to be able to Proportional refund." Ms. Yang, the relevant person in charge of the Materia Medica Company, told the Red Star News reporter.
Ms. Yang also said that the original decision to let Mingdao do the live broadcast was based on its historical sales data. Since they did not sign a guaranteed quantity contract, “They were only willing to conduct after-sales and were not willing to refund.” The after-sales plan includes extending the use of Mingdao live broadcast, allowing the artist’s exclusive link to continue selling products, and continuing to give at least 10 times Mix live broadcast to bring goods. However, Ms. Yang said that the after-sales plan was only oral and did not have any contractual guarantee, so the two parties did not reach an agreement.
Regarding this, Wuyou Company, where Mingdao is located, stated that offered after-sales solutions such as extending the use period of live broadcast slices and continuing to bring goods for its live broadcasts. However, the other party's only demand was a refund, and they also found "network trolls" to attack. , the company has fulfilled the contract as promised, and if it cannot be properly resolved, they are also prepared to sue to defend their rights.
Mingdao was born in 1980. He is well-known for his roles in TV series such as "The Wedding Dress of Heaven" and "The Prince Turns into a Frog". He currently has more than 8 million fans on the Douyin platform. Third-party data platforms such as "Cicada Mama" and "Feigua" show that from January to August this year, Mingdao's sales exceeded 100 million. Judging from June, its daily sales have fluctuated, ranging from hundreds of thousands to tens of millions. The sales volume of Shiliyan shampoo is almost at the bottom.
According to the official account of Wuyou Media on March 22, on March 21, the 2024 Cicada Mother Annual Conference and the 3rd "Star Cicada Award" awards ceremony ended perfectly in Hangzhou. Wuyou Media signed a contract with a celebrity anchor and Douyin head Ministry expert Mingdao won the third "Xingchan Award" surpassed the star sales king . At the
ceremony, Mingdao shared his journey of expanding his career from an actor and singer to a merchandise anchor. He said that in addition to his acting work, live broadcasting will be a career that he will not give up. In the future, he will continue to cultivate more excellent products and brands for everyone.
Since the official announcement of joining Wuyou Media in 2023, Mingdao has joined hands with Wuyou to continuously make breakthroughs in e-commerce live broadcasting, content creation and other fields, pursuing excellence, and has repeatedly reached the top of the overall list of goods delivery, and the supermarket live broadcast has topped the Douyin goods delivery list Ranking first in both lists, the cumulative number of viewers in a single game is nearly 20 million, helping brands in multiple tracks such as maternal and infant, daily chemicals, home furnishings, and beauty products to achieve growth.
According to Jiupai News, the popularity of celebrity live broadcasts seems to be beginning to ebb.
From 2020, the "first year of celebrity live broadcasts", more than 500 celebrity artists have poured into this blue ocean; to the first "crab eaters" to come ashore, Li Xiang, Chen He, Liu Tao and others have all "retired" one after another.
On November 20 last year, celebrity agent Gu Xing (pseudonym) told Jiupai News that popular A-list stars would definitely not bring goods because bringing goods and filming are incompatible.
Another reason why celebrities’ craze for selling goods has waned is that there are too many cases of overturning. Celebrities who still want to film must take good care of their feathers. Selling fake goods or failing to sell goods will affect their public image.
Daily Economic News Comprehensive Red Star News, Wuyou Media Official Account, Jiupai News
Daily Economic News
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