Written by|Planet
Source|Beduo Finance
In the early morning of September 11, head anchor Li Jiaqi issued a public apology on Weibo for "being angry with netizens in the live broadcast room".
When Li Jiaqi was selling goods live on September 10, netizens questioned "Hua Xizi's eyebrow pencils are getting more and more expensive." He immediately said, " Where is it more expensive? It has been this price for so many years. Don't talk nonsense with your eyes open. Domestic brands It's very difficult. "Sometimes I look for my own reasons, whether my salary has been increased after so many years, and whether I have worked hard."
This statement sparked controversy as soon as it came out, and the term "Li Jiaqi brought goods to irritate netizens" topped the hot searches on Weibo. Later, Li Jiaqi explained his words and deeds in the live broadcast room, saying, "I can't find the previous state. The interesting Li Jiaqi who said whatever he wanted is no longer around. Let's just be a smooth person."
However, the proliferation and alienation of secondary public opinion sometimes have a greater impact than primary public opinion. Many netizens immediately said that Li Jiaqi, who "backstabbed" the consumer, did not realize that his statement was wrong. He just felt that he had become "untactful" because he "spoke the truth", and the incident continued to ferment.
Under heavy pressure from public opinion, Li Jiaqi admitted in his apology in the early morning of September 11 that his words had failed everyone's expectations, and said that anyone can put forward opinions and ideas on the products of the live broadcast room, and that he would work hard to control his emotions and listen carefully to suggestions. Serve all consumers well.
1. What does Li Jiaqi mean by "ridiculing" consumers?
After watching the live broadcast that day, the author found that Li Jiaqi confessed several times in the live broadcast room that he "had a terrible headache and sat here every day" and "I no longer have to work, but in order to accompany you, there are still so many colleagues who need to be trained." In the subsequent apology, he also stated that his live broadcast state and mood were not good.
However, physical and mental exhaustion is no excuse for attacking others. Upon careful observation, it is not difficult to find that Li Jiaqi's apology was only from the girl who made the comment, and did not make any positive response to comments such as "Have you worked hard?" "Has the salary been increased?" "Think about your own reasons" and other comments.
The words that blurt out can better reflect the true thoughts in the heart. As netizens said, Li Jiaqi’s words were not just the girl who openly questioned her products in the live broadcast room, but all the people who are still struggling despite trying their best to wake up early and stay late. Ordinary people living on the line of food and clothing.
Regardless of economic strength, consumers always have the right to question, evaluate and make choices about the value and price of goods. It is biased and lacks empathy to turn consumers' doubts about consumer products into issues of personal consumption ability and link them to values of personal efforts.
It should be pointed out that in real product delivery scenarios, although the product delivery anchors act as a bridge between brands and consumers, their transactions with brands are often hidden in the product selection and price negotiation stages. Therefore, for consumers, the anchors who communicate directly with them should speak for them and help them speak.
Therefore, from a rational point of view, the anchor's words should be to persuade and persuade consumers from the perspective of product advantages such as materials and craftsmanship, rather than questioning and blaming the consumers themselves. This is also the complaint of netizens Li Jiaqi’s fundamental reason is that “consumers are questioning products, but he is questioning consumers.”
What's more, rather than the times needing Li Jiaqi, a more accurate statement should be that Li Jiaqi needs the times. Li Jiaqi started her career through online live broadcasting, firmly grasping the economic trends of "her era", and gradually building up the persona of a "best friend" and "lipstick brother" male anchor who is familiar with women's beauty products.
Appealing to sensibility, in the interactive scene of the live broadcast room, consumers are more likely to identify and resonate. While Li Jiaqi is selling goods in the live broadcast, he is also selling and instilling the emotional value of "being approachable" and "understanding customers" to the audience. This helps consumers achieve the transformation from trust to purchase.
This "overturned" statement not only reflects Li Jiaqi's disrespect for consumers, but also reflects his short-sightedness and indifference to the current situation of people's livelihood as an elite. "Lao Litou" who once claimed that he "hated the counter sister the most for looking at customers' faces" and recommended "cheap big bowl" products finally tore off the mask and exposed the fangs of capital.
In his apology, Li Jiaqi said that he was "originally a cosmetics counter salesman." However, he was born in the working class and relied on ordinary people to drive consumption. In the end, he empathized with capital and opposed the behavior of ordinary people wielding butcher knives. is the real source of popular anger.
2. Can the MCN organization behind it bring in new people?
After the incident fermented, an internal employee claiming to be Li Jiaqi's company, Mei ONE, broke the news that Li Jiaqi's commissions and pit fees are very high, and that he is no longer involved in product selection, and he doesn't even use these products. He is only responsible for live broadcasts. Bring goods and train new anchors.
In fact, Mei ONE’s intention to cultivate new anchors has long been revealed. Rather than forcefully forcing newcomers, Mei ONE chose to launch workplace documentary programs “All Girls’ Offers” and “All Girls’ Anchors” to add new talents through variety shows. The anchor’s exposure is gradually being “de-Li Jiaqi-ized”.
But as far as the current live broadcast room data is concerned, it will undoubtedly take some time for ONE to launch the "second Li Jiaqi". This live broadcast accident undoubtedly puts a big question mark on the company's sustainable development.
It is worth mentioning that American wrists have also been punished. According to the report, Li Jiaqi was fined 300,000 yuan for "using the descriptive term "if you insist on using it for a month, it is equivalent to taking a shot of Thermage" in the process of promoting the product 'Stop vx Beauty Device'".
According to information from Tianyancha, Li Jiaqi is associated with a total of 16 companies. Among them, Ningbo Meiqi E-commerce Co., Ltd. was administratively punished twice for publishing false advertisements and was fined 15,000 yuan and 10,000 yuan respectively. The total fine was 2.5 million yuan. Ten thousand yuan.
In addition, Shanghai Zhuangjia E-commerce Co., Ltd. was also complained by consumers about false advertising because the advertisement for Feishiko shampoo products in Li Jiaqi’s exclusive store promoted that the product had anti-hair loss effects, but in fact it did not, and was arrested by Shanghai Chongming District. The Market Supervision and Administration Bureau imposed a fine of 10,000 yuan.
While public opinion is raging, a Weibo entry titled "Why not eat minced meat, respect and sense of boundaries" is also quietly rising in popularity. "The Great Gatsby" also mentioned, "Whenever you feel like criticizing others, you have to remember that not everyone in this world has what you have."
How to find a balance between "increasing sales for merchants" and "securing discounts for customers", maintaining humility and respect, and giving more empathy to the "majority" is a question for all anchors, especially those represented by Li Jiaqi. The anchors who have completed the class transition through live broadcasting should reflect on the issues together.
More importantly, the uncertainty of the anchor is too great, and it is normal for the disaster to come from the mouth.