Li Jiaqi and Weiya suspend cooperation and China Consumers Association named it... L'Oreal's big show, who is the big winner?

      Double 11 in 2021 can be summarized in one word, that is torn! What we are talking about is the L'Oreal Double 11 crash. I believe everyone has heard of it. The reason why this melon attracted attention is that it involves two top domestic anchors - Li Jiaqi and Weiya, and has triggered a more fundamental contradiction - the game between the brand and the anchor.

Pre-sales are 66% more expensive than Double 11, so I will hit myself

      The whole story of L’Oreal’s crash was like this. At the end of October, Li Jiaqi brought a L’Oreal ampoule mask in the live broadcast room. L’Oreal’s official Weibo claimed that it was “the biggest discount throughout the year”, and the 50-piece mask was priced at 429 yuan.

      As a result, not long after, L'Oreal gave a more preferential price in its live broadcast room during Double 11, and bought 50 pieces of the same mask for nearly half the price. As a result, the price of Li Jiaqi's live broadcast room is more than 100 yuan.

      So some consumers complained that the ampoule masks they bought were pre-sale in the live broadcast room of Li Jiaqi and Weiya, which were far more expensive than the spot price of Double 11. L'Oreal's response to this is that when promotional activities are launched from time to time, the prices of different activities will change. If consumers want to refund the difference, they also need to provide coupon screenshots to verify.

      Some consumers also complained to L'Oreal's official flagship store, Li Jiaqi's live broadcast room, and Weiya's live broadcast room, and raised the demand for a price difference. Unexpectedly, the response of the customer service of the L'Oreal's official flagship store pushed the incident to a climax, and there was a lot of heated discussions online. The customer service said: "Does Li Jiaqi say that it is low-priced? Li Jiaqi is just a worker. He said that no matter how much discount is, it is decided by the official event planning."

      The customer service also said that the price difference can be refunded on Xiaohongshu is all "rumor". It is said that afterwards, L'Oreal revised two Weibo posts published on October 13 and October 14, and deleted the words "the biggest strength of the whole year".

      The drama contrast between the past and the customer service has pushed L'Oreal to several hot searches on Weibo. Consumers who bought expensive in the live broadcast room have flocked to major complaint platforms. On the Black Cat Complaint Platform, some consumers complained collectively: "L’Oreal Paris false propaganda, and after paying a deposit, they issue a large number of coupons, deceive consumers and reject the difference in equal treatment."

      Some consumers also said that the reason why the live broadcast price of L'Oreal brand is lower than that of Li Jiaqi's live broadcast room is because after the pre-sale of Double 11, the L'Oreal brand continued to release a large number of coupons of 999 to 200 yuan from November 1 to 3. After consumers use the coupon, the transaction price was significantly discounted.

Three-party crisis public relations, attitudes are in line with the pattern

      After the incident, the three parties involved made their own statements, but the situation was very different.

      In the early morning of November 18, L'Oreal made an official response to the "Double Eleven Promotion Mechanism of L'Oreal Paris Amphard Mask" and "Viya and Li Jiaqi Statement". L'Oreal said that it set up a special event team as soon as possible, and after comprehensively considering all relevant consumer situations, it will propose appropriate solutions for all relevant consumers while protecting the interests of all consumers.

      L'Oreal's response was described by netizens as nonsense literature, as if he had said something, but in fact he didn't say anything. On the other hand, looking at the responses of Li Jiaqi and Weiya, the attitude pattern immediately emerged, which means that it is sincere to consumers!

      Li Jiaqi Live’s official Weibo posted a note saying that L’Oreal’s behavior is unfair to consumers who trust the live broadcast room and purchase it. It has conducted multiple rounds of negotiations with L’Oreal, but the other party has not given a clear solution at present. 24 hours later, if there is still no reasonable reply, Li Jiaqi Live broadcast room will make corresponding compensation to consumers who purchase L’Oreal amphibole masks in the live broadcast room.

      Weiya Surprise Club also posted a relevant explanation on Weibo, which was basically the same as Li Jiaqi's, and both parties' live broadcast rooms have also suspended all cooperation with L'Oreal.

      On November 18, L'Oreal gave a solution. For consumers who purchased ampoule masks in flagship stores during Tmall Double 11 pre-sale (10/20-10/31) and whose product orders have reached a total of 999 yuan, and who have not received a consumption coupon of 999-200, they will provide a 200 yuan non-threshold coupon, with the service period from the date of receipt to June 20, 2022; for consumers who purchased ampoule masks in flagship stores during Tmall Double 11 pre-sale (10/20-10/31) but whose product orders have reached a total of 999 yuan during the pre-sale period, they will provide two coupons with an immediate discount of 100 yuan for over 499 yuan, with the service period from the date of receipt to June 20, 2022.

      At the same time, L'Oreal also invited the above-mentioned consumers, hoping to become a member of L'Oreal Paris Gold Card and enjoy relevant treatments.

      The attitudes of the three parties show different patterns. Li Jiaqi and Weiya’s explanation is very sincere, treating consumers as human beings and considering the interests of consumers. L’Oreal only talked a lot at the beginning, without any actual content, which will make consumers more disgusted. As for the new solution yesterday, most netizens still find it unreasonable. What everyone wants is the price difference, and there is not much purchase demand, so coupons cannot be used.

Every word you say, the People's Daily also makes a comeback

      There are many comments on the responses of L'Oreal, Li Jiaqi and Via.

      • Some netizens felt sorry for the traffic of the two major anchors. Originally, Double 11 was a win-win situation for everyone to be happy. They played a good hand in a mess, and the customer service attitude was particularly bad. In the end, they made 10,000 yuan in complaints. A brand reputation is very important, and I don’t know what specific measures are needed to save it next.

      • Some netizens also believe that the promotion mechanism is too complicated and translated is to deceive consumers and stop them from running away.

      • Some netizens also saw that Li Jiaqi and Weiya suspended their cooperation with L'Oreal, hoping that merchants can truly give benefits to consumers, rather than anchors taking high commissions. It is recommended that all merchants can directly click and directly give the commissions to consumers.

      • Some other netizens are very alert. If you can only rely on top anchors to get the best price in the future, then do you have to buy things on a live broadcast? Is this a monopoly? It is of course good for anchors to fight for the audience in the live broadcast room, but after forming a monopoly, it will be difficult to get a good price.

      Some netizens from a novel perspective talk about this from the perspective of customer service, believing that customer service needs to know their position and position them well, so as to clearly understand what they are doing so that they can do things correctly and do a good job in this service. If you ignore your position and speak smartly, it will not only not bring benefits to L'Oreal, but also do not serve customers. Instead, it will cause harm to the company and customer service. In the end, if nothing unexpected happens, she will also hurt herself. It is because you don’t see your position clearly and talk nonsense, which affects your work performance and may also lead to your loss of your job.

      Not only netizens, but People's Daily also commented. People's Daily said that it attributes the problem to the cumbersome promotion mechanism, avoiding the important issues and not being recognized by consumers for suspected false publicity, false delivery and poor after-sales service. Double 11 should be a affordable "shopping carnival" and should not be a "routine competition" to fool consumers.

The battle between anchors and brands

      The L’Oreal Double 11 incident was a matter of the price difference between the masks on the surface, but the most fundamental contradiction is actually the game between the anchor and the brand. This is a cliché topic, or even a topic that has no solution in the short term. It points to all brands in all industries, not only the problems faced by L'Oreal.

      As an international big brand, L'Oreal is still restricted by top anchors, let alone other industries and other brands? Business has not changed from ancient times to the present. From markets to supermarkets to Internet and live broadcast rooms, the underlying logic is traffic, and wherever there is traffic, is the sales channel.

      In today's development of the Internet, the game between anchors and brands is essentially a competition for control of channel traffic. Whoever can control more traffic will gain greater bargaining power. Li Jiaqi and Weiya have been sitting on the top throne for many years, and their strength is visible. Since they can't twist their arms, it's better to be harmonious than to be more important. The game will only lose all three.

      Looking around the world, business emphasizes the word "faith". As the People's Daily said, the market has rules, business and transactions are honest, and discounts are sincere. Making profits through routines will harm the interests of customers, their own reputation, and the business ecology and consumption environment.