jingwu quick review | mooncake "transformation", whose heart is hurting
2024-09-17
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cao qianqian
during the mid-autumn festival, the mooncake market was in an uproar. the reason was that the internet celebrity xiao yangge promoted a mooncake called "hong kong meicheng" in his live broadcast room, claiming that the mooncake "originated from hong kong and is a high-end old brand with a history of more than 20 years." due to his exaggerated words and the huge sales volume of the product, many netizens dug deep and finally found that hong kong did not produce and sell this mooncake.
according to photos of the packaging boxes posted by netizens, meicheng mooncakes are owned by hong kong meicheng food group co., ltd., and the manufacturers are guangzhou meicheng technology co., ltd. and foshan meicheng food co., ltd. industrial and commercial registration information shows that the two manufacturers were established on april 17, 2014 and february 17, 2023, respectively. hong kong's high-end mooncakes, which have been sold for more than 20 years, are produced by companies in guangdong province, and the most "senior" one has only been registered for about 10 years. could it be that this mooncake has "traveled through time"?
under public opinion, the company involved was sometimes "crying" and sometimes "fierce". in the official flagship store, it "called out" to netizens, "do not mistakenly project personal emotions or disputes onto the meicheng brand", and when faced with consumers' requests for returns, it said categorically, "this product does not support 7-day unconditional return and exchange service." logically speaking, the company that owns meicheng mooncakes has a formal and legal business license, and the sales volume of its products is relatively stable. if it could operate in an honest manner, today's farce would not have happened. its mistake is to treat consumers as fools and "stubbornly".
the "transformation" of mooncakes has hurt consumers, damaged the reputation of enterprises, and even hit the already turbulent online live broadcast industry. historical experience shows that there are no real winners in live broadcast marketing that "sells dog meat under the guise of sheep". you should know that the last beauty online celebrity suspected of false advertising, luo wangyu, "left the stage sadly" after promising to compensate consumers 150 million yuan. this time, another celebrity who participated in live broadcast sales, luo yonghao, also "bleeded heavily", declaring that "if you buy meicheng mooncakes, you will get a refund of one and get three."
the achilles' heel of live streaming sales is undoubtedly the word "trust". the meicheng mooncake incident is a game of trust and responsibility in the live streaming field. from this tug-of-war over trust, we can't see how beautiful "meicheng" is, nor how honest the internet celebrity is.
