The online celebrity brand "Rollover" is on 202 1.

The day before 202 1 ended, the online celebrity brand "overturned" again. This time it was the turn of Xicha, and she was fined 450,000 for false propaganda and boarded a hot search.

This year, "rollover" has become one of the labels that online celebrity brands can't tear off.

How often do you roll over? It can be seen from a small detail that eggs appeared in the exposure package of the online celebrity snail powder brand "Haohuanluo" not long ago, but there was a magical scene in which a large number of netizens bought them at low prices on social platforms. Perhaps it is because online celebrity brands have frequently "overturned" since 20021,and some consumers have been immunized.

The most common is "marketing rollover", and the "parties" are basically new consumer brands that have risen rapidly in the past two years through the online celebrity's traffic gameplay, such as Ubras, which claims to "let women lie down and easily win the workplace" and "let the local dog become a water dog". Another example is the promotion of "0 sucrose" into a vibrant forest of "0 sugar", the high-priced fake high-end fairy stew, the pastoral style of the clock, and the disorderly labeling of the ingredient energy table ...

What is even more worrying is that offline catering and online food have turned over in terms of health and safety. The rush to buy new tea and coffee has become the hardest hit. Brand stores such as Naixue Tea, Honey Snow Ice City and Chabaidao were exposed to health and safety hazards such as using expired raw materials and messy dining tables. Even Starbucks, which is known as "formulating and strictly implementing the gold standard of food safety", unexpectedly "turned over". Online celebrity snacks such as three squirrels, good shops and herbs in the OEM mode have been complained by consumers for many times about foreign objects and odors, and the audit management of the supply chain has been questioned.

For an enterprise, the more fatal crisis is "management rollover"-it is difficult to expand and not make money. Almost without exception, the "first share" of new consumption that successfully sprinted IPO continued to plummet, and the market value was seriously shrunk. Even Haidilao, an old-fashioned "network celebrity", had to eat its own fruit and shut down 300 stores urgently. Modern China Tea Shop, a new player, also closed its shop and retreated. He hasn't left Changsha yet, and the internal conditions are chaotic first.

It is not difficult to find that the occurrence of car rollover events in different ways and to different degrees is due to the serious defects in the barrel composed of products, channels, marketing, brands and other factors. When the new consumption "stops" and the aura fades, the logic of VC/PE's view of the new consumption trajectory will only become more and more rational.

In 2022, how will consumer brands go on? In fact, whether it is an online celebrity brand or not, the competition of consumer circuits is multi-dimensional. To be sure, the game of online celebrities brushing their presence, attracting traffic, re-marketing and exploding products will only be more inapplicable.

202 1, the new consumption track is hot, and the density of new brands "debut" is unprecedented. With a set of more and more patterned online celebrities playing, explosions frequently debut with brands. However, under the flow logic of batch copying, marketing "rollover" has become the usual practice of new consumer brands.

Looking at the "rollover" of online celebrity consumer brand marketing in the past year, most of the problems are concentrated in two aspects: First, the KOL selection and content of brand marketing are improper, which is accused of hurting or offending consumers; Second, the marketing content is inconsistent with the product itself and is suspected of false propaganda.

The new underwear brand Ubras and the domestic skin care brand Runbaiyan have stepped on two big thunder in KOL marketing.

In February, 2002/kloc-0, Ubras invited talk show artist Li Dan to promote women's underwear. Among them, the copy of "Let women easily win the workplace equipment" was accused of offending women, and a large number of netizens commented on "explaining how women win the workplace". At the same time, it is pointed out that this kind of propaganda is suspected of violating the Advertising Law, because the Advertising Law stipulates that "advertising spokespersons shall not recommend or prove their unused goods or services".

On the eve of the double 1 1, Weibo, the official Runbaiyan of Huaxi Bio, forwarded the video of Sun Xiaochuan, a famous online person, visiting the Runbaiyan hyaluronic acid museum, saying that its products "can turn a local dog into a" water dog ",which quickly attracted public outcry. On the one hand, Sun Xiaochuan, an online celebrity who calls himself a "dog fan", and his followers have made many inappropriate remarks attacking women, and their online image is quite controversial. On the other hand, the word "local dog" in Run Baiyan's copy is suspected of discriminating against consumers.

Run Baiyan's marketing copy source/Weibo screenshot

Another kind of marketing suspected of false propaganda is the product of the brand's quick success. This kind of situation mostly happens in the newly emerging catering among network celebrities.

In April, Yuan Qi Forest was accused that there was no clear difference between "0 sugar" and "0 sucrose" in the labeling and promotion of milk tea products, and that the promotion of "not getting fat after drinking" was actually "low sugar". This move is considered a serious deception to consumers, and the brand apologizes for it.

Yuan Qi Forest Milk Tea Product Publicity Source/Taobao

Subsequently, an administrative penalty of Xiaoxiandun was exposed. It is alleged that the 10 indicators of ready-to-eat bird's nest raw materials, dried bird's nest content, commodity origin, food additives, etc. published in the product parameter interface are inconsistent with the real situation, which is considered as false propaganda.

In June, 88 yuan, the highest-priced ice cream brand in China, was also identified as false propaganda by the relevant administrative punishment decision. According to the punishment disclosure, it claims to use super red ice cream, but in fact the rule level is bulk/first class; Promote ice cream with only Japanese Shiqian tea. In fact, it is made of fresh leaves of many varieties of tea trees, such as Jiukeng, Longjing and Shiqian.

Source of high-end ice cream products in/Taobao

In August, the Shanghai Consumer Protection Committee issued a document pointing out that Eurobag, an online celebrity light food brand, was suspected of mislabeling the ingredients list. The actual carbohydrate of the product is 65,438+06% higher than the nominal value, and the energy value is 365,438+0% higher than the nominal value. Consumers who once paid for their advertised "low-burden light truck" and "low-fat and low-calorie" were instantly "hit in the face".

On the penultimate day of 202 1, "450,000 penalty for false promotion of tea advertisements" was posted on the hot search. According to Tianyancha APP, some advertisements released by Xicha Store, such as "Yangmei varieties are upgraded to Dongkui Yangmei in the current season, with bigger juice", "Selected Yunnan Shiping and Zhejiang Xianju Dongkui Yangmei, with moderate size, dense pulp and rich flavor", are inconsistent with the actual situation, and there are "false advertisements for goods or services, deceiving and misleading consumers", so Xicha related companies were fined 450,000 yuan.

Although most brands apologize soon after the incident, such a "black history" will undoubtedly greatly reduce the brand image.

"Excessive competition in consumer goods is not a day or two. This is a necessary means to brush the sense of existence, attract traffic and survive under the background of network celebrity economy. If you don't squeeze into the head position of a certain category, the living environment will be very bad. " According to Lin Yue, chief consultant of Lingyan Management Consulting, frequent marketing "rollover" is also one of the consequences of this vicious competition.

Specific to the brand enterprise itself, Gao Jianfeng, the founding partner of Shanghai Bogai Consulting, made a financial analysis of kai pineapple. On the one hand, most new brands are not solid, but need to rely on frequent exposure to maintain brand exposure and quickly affect consumers' cognition; But on the other hand, new brands pursue efficiency and require high-speed operation and quick response of enterprise teams, so they often adopt a highly authorized model and delegate power.

"In other words, a marketing plan is not the result of discussion at the decision-making level of the whole company, but may be the decision of a group or individual. When decision makers lack experience and compliance awareness, resulting in insufficient understanding of risk points, it is easy to pay the price. On the contrary, the operation process of traditional brands is relatively fixed, which may sacrifice efficiency and slow down the pace, but the risk control will be much better. " Gao Jianfeng explained.

How to create exposure opportunities for brands, how to balance efficiency and heat, and how to master "degree", new consumer brands need to continue to make up lessons.

Food is the most important thing for people. In the new consumption army, catering consumption is the main force. However, in 20021year, catering brands stepped on the red line of food safety. It can be said that "online celebrity stores can't tolerate undercover, and the catering industry can't tolerate unannounced visits". The problem exposure-brand apology related stores closed down for rectification has almost become a fixed process.

Among them, new tea is the hardest hit.

In February of 2002 1 year, tea shops such as1Diandian, Chabaidao, coco Coco and 7 Fentian were all found to have problems such as messy kitchens, messy tables and unmarked raw materials.

In May, Mi Xue Ice City was exposed that many stores in Wuhan, Jinan, Zhengzhou and so on had some problems, such as arbitrarily changing or not recording the "shelf life tracking card" of ingredients, illegally using ingredients such as overnight ice cream syrup, tea soup and milk tea, and not cleaning lemon peel.

In August, the "first milk tea" milk snow tea, which was listed only one month ago, was reported by the media that there were food safety problems in two stores in Beijing, such as cockroaches crawling around, rotten fruits continuing to be used, product labels being changed at will, gloves not being worn, rags not being washed and so on.

At the end of September, a blogger in Weibo released a video of his unannounced visit to four tea shops in different cities. The video shows that there are health and safety hazards in Chabaidao store, such as using expired raw materials, changing the shelf life, replacing fresh fruits with frozen juice, smearing packaging cups, and putting mangoes in trash cans.

The blogger "Insider Pick-up Bureau" made an unannounced visit to milk tea and found that the package of milk tea cup was full of stains. Source/Weibo video screenshot

Food safety issues are high, pointing to the franchise mode commonly adopted by chain catering brands.

"Catering is an irregular industry. The supply chain provides semi-finished products and stores for processing. The final product is highly related to the production, service and management level of the store. " Gao Jianfeng pointed out that the problem of food and beverage outlets under the franchise mode is highlighted by the large operating radius.

In order to seize market share and realize profits quickly, brands will generally join in a large scale, which will greatly reduce the stability of management and operation of single stores and the consistency of product quality, and further increase food safety risks.

In addition, there are some brands whose goal is not sustainable operation, but to "cut leeks" by charging franchise fees. Such enterprises are not managed at all, and thunderstorms are more common.

If the above-mentioned tea brand "overturned", it can also be explained as the disadvantages of the franchise model, but it is hard to understand that Starbucks, which claims to be closed to the outside world in Chinese mainland market, was exposed at the end of 20021that its stores reused expired ingredients and sold sample cakes that had been open for a long time.

Regrettably, even if the on-site production link is omitted and the semi-finished or finished products are delivered directly to consumers from the supply chain, food safety hazards are still difficult to avoid. E-commerce snacks and food that focus on online channels can't escape "rollover".

Prior to this, the online celebrity snack brand "Three Squirrels" was also exposed to deterioration and mildew. On the black cat complaint platform, there are more than 1 000 complaints from snack brands such as three squirrels, good shops and herbs, most of which are related to quality problems such as foreign bodies and odors in food.

The source of consumer complaint platform for three squirrels/black cats.

Because there are many products or ingredients and the supply chain is scattered, these foods are generally produced in OEM mode, while brands focus on channels and marketing.

Zhu Zeng, a food industry analyst in China, told Pineapple Finance that the uncontrollable degree of OEM industry chain and supply chain increases with the increase of products and OEM businesses, making brand management more difficult. In order to reduce the risk, the brand should not only improve the quality internal control system, but also strictly screen the OEM and increase the OEM fee accordingly.

However, whether joining or OEM is the expansion path of consumer brands at present. "Expanding according to standards, brands and systems is definitely faster than self-production, but when the speed goes up, quality, quality control and safety will easily go wrong, depending on how the two are balanced." Lin Yue said.

A series of food safety storms have exposed the lack of enterprise operation and management capabilities, but in the long run, enterprises will further upgrade to standardization, intelligence and automation. Some analysts believe that "as long as people are operating and executing, there will be mistakes and omissions. Only robots and manipulators can perform 100% accurately. "

In the new consumption war of 202 1, even those players who hit their heads and stood in the secondary market have a hard time. Without exception, the "first share" of new consumption, which was once beautiful, suffered a sharp drop in market value.

In June 5438 +065438+2020 10, Perfect Diary's parent company, Yixian E-commerce, landed on the NYSE, becoming the first "domestic beauty enterprise" listed in the United States, with a market value as high as1600 million US dollars. But now, the share price of Yixian e-commerce has fallen to 2.03 US dollars, and the total market value is only 65.438+28.2 billion US dollars, which is about 90% higher than the highest.

Perfect Diary Shanghai Wujiaochang Store Source/Yixian Dianshang official website

The capital market does not pay the bill, or because the shadow of "working for online celebrities" is lingering. Judging from its 20021Q3 financial report, both sales and revenue increased year-on-year, with a gross profit margin as high as 67.9%, but it still cannot change the reality of sustained losses. Sales and marketing expenses alone cost 9120,000 yuan, accounting for 67.9% of the income, while R&D expenses only accounted for 2.7%.

POP MART, the first "blind box stock" listed in June, 5438+February, 2020, has an issue price of HK$ 38.5 per share, and its market value once exceeded HK$ 654.38+000 billion. Now its market value has evaporated by about 40%.

Let's take a look at the "first share of milk tea" listed in 20021June. The listing price was HK$ 19.80 per share, and the total market value at that time was as high as HK$ 32.347 billion. In less than half a year, the market value has shrunk by half, leaving only 1, 46.438+0 billion Hong Kong dollars.

Compared with the failure of the "first share" of many new consumer tracks, Haidilao, which closed 300 stores in one breath near the end of the year, may better represent the ups and downs of the consumer track in 20021year.

In February of 20021year, the share price of Haidilao was as high as HK$ 85.75, with the highest market value of HK$ 454.475 billion. By June, the stock price had fallen off a cliff, and the market value evaporated by more than HK$ 250 billion. 165438+ 10 In October, Haidilao announced the closure of 300 stores, which surprised the outside world.

Yang Lijuan, executive director of Haidilao, told Caijing that many of these stores were newly opened in 2020, 202 1. It can be seen that Chairman Zhang Yong's decision to expand the store in mid-2020 is "blind and confident".

Haidilao Guandian Announcement Source/Weibo

Some analysts have made financial analysis on the opening of pineapple, and Zhang Yong's logic of "bargain hunting" did not come out of thin air: affected by the epidemic, the offline catering market was in a downturn, and Haidilao chose to expand against the trend, which could win a better position at a lower cost. As long as the market picks up, it is expected to achieve a rebound in performance.

However, with the heavy burden of asset expansion, repeated epidemics, declining turnover rate, and Zhang Yong's "bargain hunting without quilt cover", Haidilao can only swallow its own bitter fruit. By the close of 202 1 and 65438+February 3 1, the share price of Haidilao had closed at 17.6 Hong Kong dollars, with a total market value of only 98120,000 Hong Kong dollars.

In Gao Jianfeng's view, the trend of Haidilao represents the problem of how to survive in the big environment and avoid rhythm mismatch for corporate brands that have completed the national layout. He also pointed out that "at present, Haidilao is more like a waiting period for the reversal of the dilemma. As long as the main store is well managed, it is very promising to usher in a bottoming out. "

In the second half of the year, there was also a large-scale store closure and a sharp contraction in business, as well as the online celebrity tea brand "Modern China Tea Shop".

165438+ 10, Modern China Tea Shop announced that it would close more than 80 stores in Changsha before the end of the year, which is close to one sixth of its total stores.

Some investors believe that modern China milk tea shops will gradually optimize the store model after occupying consumers' minds through intensive store opening, and the pace of closing some stores is not unexpected. Some analysts said that the contraction of modern China tea shops may also make room for other brands to attack.

Modern China Tea Shop Store Source/Weibo

Lv Liang, founder of Modern China Tea Shop, once told the media that the gross profit margin of Modern China Tea Shop is far below the industry average, and it is basically on the line of life and death, so it needs to go out and become a national brand.

According to 36Kr, the goal of modern China tea shop in 20021year is to open 150 stores, 50 of which are located in Changde and Wuhan. But is the modern China tea shop really ready?

In February, 65438, the modern China tea shop was searched by the boss and employees. Although he quickly apologized afterwards and admitted the company's dereliction of duty in management and the founder's personal communication problems, the negative news such as low salary, poor welfare and harsh assessment that was constantly exposed later may indirectly answer the above questions.

"This shows that tea shops in modern China are not really ready for expansion. The employee compensation system and management model alone cannot be copied in first-and second-tier cities. " Gao Jianfeng pointed out that, completely different from Haidilao, the modern China Tea Shop represents a kind of racetrack players with fierce competition, unfinished expansion and overlapping internal and external troubles.

Rollovers happen every year, especially on 202 1.

Network celebrity brands are in different stages, and the ways of "rollover" are also different. Some have not got rid of the traffic drama of network celebrities, and constantly try to expand the border in the "rollover"; Some people have experienced the life cycle of online celebrities and fought a more crucial life-and-death battle.

However, from this year's "rollover" incident, we can see that everything from marketing copy to brand management is a test for enterprise managers.

"Many categories of consumer tracks have low thresholds and lack technical barriers, which are easy to imitate and copy. There is no such thing as' eating all over the sky'. " In Lin Yue's view, this requires the brand to have the ability of continuous micro-innovation. Specifically, for enterprise managers, it is necessary to find genes and talents that can be continuously created to cope with the uncertainty in 2022.