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whether it was simba fighting with the three sheep, or dong yuhui and yu minhong breaking up, the one standing at the forefront of the crowd was mr. luo yonghao.

as a result, within a few days, mr. luo, who wanted to teach others, started selling "fendi casa mooncake souvenirs" in his own live broadcast room. this mooncake, which pretended to be fendi, was from a company registered in the uk by a chinese. it blatantly deceived mr. luo's team, which claimed to have strict audits.

even the intellectual dong yuhui could not escape suspicion. the macau puji lava custard mooncakes sold in dong yuhui's live broadcast room were actually produced in zhuhai.

the supervisory manufacturer, macau pu kee food, has been in a state of suspension since may this year.

of course, simba, who has become the disciplinary inspection committee of the live broadcast industry, has sold bird's nests in sugar water; the product that caused the "lion-sheep debate" this time - mrs. crab, has been punished many times.

in 2019, mrs. crab's parent company, xifengge e-commerce, was punished by the suzhou municipal administration for market regulation for labeling false producer information on the sale of edible agricultural products;

in 2022, xifeng pavilion was punished by the suzhou gusu district market supervision bureau for false advertising;

in 2023, mrs. crab was suspended from membership by the suzhou yangcheng lake hairy crab association because of the problem of short weight. although such associations are everywhere in suzhou, even they don't want to be associated with mrs. crab anymore.

but this did not affect the eve of the mid-autumn festival a year later, when mrs. crab once again entered the live broadcast rooms of xiao yangge and simba, the top live broadcast rooms of the two largest platforms.

on the eve of 315 this year, the state administration for market regulation released statistics on consumer complaints and reports in 2023. the data showed that last year, there were 337,000 complaints in the field of live streaming. in the past five years, this number has doubled:

nearly 50 times.

putting aside local protectionism, gossip, love and hate, the live broadcast room has become the place where counterfeit and shoddy products are most concentrated.

1

on the 22nd of last month, blue moon released its first-half performance, with revenue increasing by 40%, of which online channels grew by nearly 57%.

it looks good. however, a closer look reveals that blue moon's net profit fell sharply by 260%, with a net loss of hk$664 million. this is the highest since 2020:

worst performance.

the most important reason for selling more and earning less is that blue moon spent too much money on subsidizing sales. now for every 100 yuan of products sold by blue moon, 70 yuan is spent on marketing.

it is obvious that blue moon is cooperating with live streamers more and more frequently. from the guangdong couple to mr. dong, chen sanfei, and zhu xiaohan, the online celebrities with the largest traffic are all selling blue moon.

the promotion and channel fees charged by the anchors are also very high. during the blue moon special event held by the guangdong couple on june 18, blue moon sold more than 10 million bottles, with sales ranging from 75 million to 120 million yuan.

but some people estimated that blue moon spent at least 40 million yuan on traffic, that is, buying traffic from the platform. more than 80% of the audience in the live broadcast room were bought in this way.

a cosmetics brand manager also said that the cooperation between big brands and anchors is a losing business. the more they sell, the more they lose. the head of yalu group also said that the gross profit margin of anchors is only 6-8% per show. the brand also has to bear the cost of venue, labor, and packaging.

so brands simply started to move away from anchors and sales. in 2024, the number of stores broadcasting their own content in live e-commerce has exceeded that of sales experts.

the first party has started to work on their own, and the big anchors have also begun to transform themselves, not just being a middleman. the big anchors have begun to focus on:

white label.

the fake bird's nest sold by simba is a typical white-label product. the distributor guangzhou rongyu trading co., ltd. was established in 2019, entered simba's live broadcast room in 2020, and was revoked in january 2021. shorter than uncle bao's love.

in mr. luo’s live broadcast room, there used to be xiaomi home appliances, philips smart locks, and l’oreal facial cleansers, but now there are clothes and shoes from self-owned brands, many of which are made in:

putian.

many big anchors simply make their own white-label products, intending to eat the fish from beginning to end.

for example, jiao run quan, which was made popular by brother xiao yang, can be seen from the industrial and commercial information that jiao run quan was actually founded by lu wenqing himself.

the first characteristic of white-label products is that they are cheap.

for the same single-use essence, huaxi biotechnology's quadi sells for 14 yuan per bottle, while jiaorunquan sells for less than 2 yuan. even at such a low price, they still make a profit.

in addition to being cheap, the core competitiveness of white-label products is speed: fast registration, fast production, and fast sales. it took only 60 days for jiaorunquan to go from trademark registration to a monthly income of 150 million yuan.

on the douyin beauty sales list, the best-selling white-label products have an average lifespan of 8 months, and the fastest is only one month.

low costs and high marketing expenses make white-label products destined to be a concentration of inferior products.

in 2021, the guangdong provincial consumer commission conducted a survey. after investigating more than 600 online products, they found that half of them were:

three no products.

2

the big anchors sell white-label products and have a very mature industrial chain.

in april this year, a short video blogger complained that he worked during the day and picked up scraps at night, and the money he saved for his mother's medical treatment was taken to the live broadcast room by his mother who was suffering from cancer to buy:

protein peptide health products.

the anchor who promoted protein peptides was called zhang qi. he perfectly demonstrated how a white-label product was created and how it attracted netizens.

zhang qi, who used to work in a cosmetics store, first found a guangzhou company and placed an order with the factory through them to produce a batch of protein peptides and package them.

the boss said that they specialize in producing or placing orders for various internet celebrity products for internet celebrity anchors. as for how these products are priced and sold, they are not clear.

afterwards, zhang qi registered the trademark through a third-party intermediary and did not own the trademark; finally, zhang qi registered an online store through a third party.

it is clear that the product was created by zhang qi, but he is not the seller, the manufacturer, or the brand owner. the purpose of doing this is to separate himself from the manufacturer and seller and turn himself into a pure advertiser.

in determining the liability for selling problematic products, the responsibilities of the advertiser and the manufacturer are as follows:

completely different.

finally, zhang qi set an absurdly high market price for his protein peptides, and then sold them in the live broadcast room under the name of discounts. with exaggerated rhetoric and bluffing tricks, the family members enthusiastically bought boxes of protein peptides. zhang qi said with tears in his eyes:

buying one ferrari after another.

compared with traditional brands, operating a white-label product does not require technology, research and development, or even offline stores. the only thing needed is personality and traffic.

in fact, how to establish a personal image had already been figured out in the era of micro-business.

dailaixi, a popular skincare brand on kuaishou, claims that its founder, mao qiqi, is a 55-year-old mother of five who was born in the countryside. her husband is 16 years younger than her.

after some entrepreneurial experience, she moved into an upscale residential area in shanghai and fell asleep every day looking at the night view of the oriental pearl tower.

according to mao qiqi herself, de la xi is a product from the same factory as estee lauder and lancome. the reason why it is sold so cheaply is so that rural mothers like her can enjoy the same high-end skin care products at a low price.

a few months ago, maoqiqi was fined 560,000 yuan for false advertising.

it’s the same logic, but it’s changed from wechat business to live broadcast room.

micro-businesses are happy to get harmony and have celebrity endorsements; the white-label products on kuaishou will also invite li ruotong and zhao yazhi, and get rolls-royce and ferrari.

the mothers of wechat merchants are often born in rural areas, and simba often talks about it:

i am a farmer's son.

mr. luo, who has entered the live broadcast industry, seems to be a different person from the mr. luo who encouraged students to think independently. his upbringing still prevents him from calling out "family members", but his catchphrase is:

at this price, i have to stand up and say it.

3

in january 2021, xiao cao from shijiazhuang was in a gold jewelry live broadcast room and saw the anchor selling gold at a low price due to the epidemic:

original price 1999, current price 159.

moved, xiao cao placed an order for a gold pendant, but when he received it, he found that he had been cheated.

because he didn't know how to return the product, xiao cao had no choice but to ask for help from the platform's customer service. the customer service first asked for a photo. after xiao cao uploaded the photo, the customer service said that it was all due to the lighting. xiao cao then asked the seller to firmly request a return, but the seller ignored him. xiao cao applied to the platform's customer service again, but the customer service replied:

you are blackmailing me.

white-label products did not necessarily mean poor quality in the past. there are also many white-label products on e-commerce platforms. but the difference is that e-commerce platforms have after-sales and customer complaint channels that have been tested and tempered for many years, and very strong supervision.

a friend from pinduoduo once talked to me about the logic of white-label products. he said that white-label products often mean low barriers to entry and a mix of good and bad products, so strong safeguards are necessary. on their platform, this kind of safeguard for customers is:

refunds only.

but on live streaming platforms, negative reviews mysteriously disappear, and all replies are from robots:

dear, we have registered you here.

despite selling so many counterfeit goods, neither mr. luo’s make friends nor brother yang were fined or banned by the platform.

it turned out that simba was the disciplinary inspection committee of this industry.

just in may of this year, douyin released a report saying that they had carried out special rectification actions on some seasonal products:

this includes moon cakes.

but meicheng mooncakes still appeared in xiao yangge's live broadcast room. this matter has been fermenting for so long, and consumers still cannot return the goods.

there is no conclusion yet on whether livestreamers’ promotion of products is advertising or sales. since there is no conclusion, it is even less clear how the responsibility should be shared among merchants, livestreamers, and platforms.

previously, when the party a of xiao yangge’s live broadcast room was involved in the issue of spoiled meat, the hefei municipal market supervision bureau responded that consumers can only ask the seller and manufacturer for compensation, and xiao yangge was just advertising.

the first person responsible for the bad meat is probably piglet himself.

in the past two days, a video of xiao yangge's anchor "seven boss" selecting products was exposed. "seven boss" asked party a to change the unit price of the mask in the taobao store from 13.8 yuan to 138 yuan. in this way, he can take a screenshot as evidence and let his family know how much benefit the price of 199 yuan for 4 boxes in xiao yangge's live broadcast room is.

party a praised "seven bosses" highly:

you are a marketing genius.

in an age when geniuses emerge in droves, family members are no longer enough.