The net red economy gradually lost its “hands-on”.
Editor’s note: This article is from WeChat public account “Entertainment Watch” (ID: Yiyuguancha), the author is poetry Yang.
initiated by the People’s Daily micro-evaluation and Li Jiaqi’s live broadcast of “overturning” as a fuse, the mainstream public opinion is opening a standard reflection on the net red goods.
On October 28th, People’s Daily Weibo commented that “whether the data is fraudulent or the problematic product is sold, it’s all about the audience… deceiving the business and misleading the consumers, then the law is not allowed…”
After October 30th, several mainstream media followed up, and Li Jiaqi demonstrated the non-stick omelet “overturn” in the live broadcast, expressing concern about the quality problems and legal responsibilities of the live broadcast of the net red.
“There is no new legal issue in this.” A legal counsel of the Consumer Council and a member of the Beijing Bar Association said in an interview with 壹yuguancha (ID: yiyuguancha) that in his view, Net Red sells goods. It is a kind of business behavior. If there is false propaganda and the quality of the goods does not meet the national standards, there are clear laws to follow; whether it is a return or a claim, consumers can flexibly choose according to existing laws.
“The real problem is the net red economy or the new way of consumption. Many consumers temporarily lack judgment.” In the lawyer’s view, consumers often rely on the trust and love of net red, but they are blindly consumed. The problem is not in the legal category, butShould be constrained by the market, “Li Jiaqi live broadcast overturned, isn’t it now taking on credit consequences?”
In fact, in the cooperation between Net Red and the back supply chain and brand owners, “Net Red Broker” plays the role of “intermediary”, which helps network red operation and planning content, and connects business and develop sales strategies. Even use self-built factories or cooperative channels to build a reliable supply chain for net reds to solve after-sales problems.
Exploring the origins of the network red brokerage companies such as Han, you can more clearly see the operation mode of the so-called “new business model”.
▲As listed on the NASDAQ
At the moment, the right to speak under the network red-selling mode is shifting from the brand side and the network red brokerage company to the net red.
Some of the buyers who have the ability to select goods tend to know more about the needs of their fans than the designers. They communicate with the designers directly, and the designers become more cooperative. In addition, some of the goods are red. The factory can accurately predict the demand and demand cycle of the goods, they place orders with the factory, and the factory needs to do rapid production according to the requirements of the net red, shorten the delivery cycle, in a commodity from being fired to ” Within the time difference of “out of gas”, try to produce more marketable goods.
Under this trend, the network red brokers and factories are binding each other through joint ventures, self-building, etc., in order to expand the right to speak on the net red.
At another level, there is no success in trying to “hatch the net red” by the online red brokerage company, including Han. Behind the birth of the first-line network red, it is the result of competition from platform players such as Vibrato, Fast Hand, Taobao and Weibo. It is also driven by brands such as P&G and L’Oreal.
In the absence of the platform side and the brand side, the network red brokerage company does not have the ability to independently create a network red. Nowadays, the red ranking of the head-loaded goods network has been relatively stable. The stars are still losing, and behind the unrecognizable Li Jiaqi, the net red economy is gradually losing its “hands-on”.
Net Red Economy “Hands”
On October 8th, North American time, more than ten law firms in the United States initiated a class action lawsuit against China’s listing of the “Net Red E-commerce First Share” in the United States, and believed that the information disclosed by Ruhan Holdings was suspected to be concealed. Misleading.
