It is nothing new for stars to develop sideline business, but among many sideline businesses, it has become the choice of many stars to launch their own brands by relying on accumulated fame.

among the brands created by celebrities, there are not a few who have cut into the catering industry. Stars including Joker Xue, Ryan, Du Haitao, Bao Beier and Jerry have opened restaurants in many places all over the country, especially hot pot restaurants, and gradually formed chain brands. At the same time, many stars have launched fashion brands. For example, Justin once founded the fashion brand TWEEX 2, and Wilber Pan and Li Chen cooperated to open a fashion brand store NPC.

While the star's own brand appeared one after another, the voice of doubt was not fade away, and product problems were exposed from time to time. Just in July this year, the hot pot brand franchise store founded by Du Haitao was exposed to the news that it was ordered to suspend business for rectification because of the nonstandard setting of food processing operation area and the inadequate prevention and elimination of flies and insects. Previously, some consumers complained that flies were found in the brand's hot pot soup. Regarding the questioning and punishment of consumption, the hot pot brand issued an apology statement and said that the same situation would not happen again.

the star fashion brand has also failed to escape. Take TWOEX2, a trendy brand that opened in Justin in 2121, as an example. Many consumers think that the price-performance ratio of the products in the store is not high, and the short-sleeved T-shirts are priced above 511 yuan, which makes this trendy brand questioned many times. In October this year, the brand announced the company's business adjustment and closed Tmall, Taobao and Tik Tok stores.

any enterprise and any brand has its own pricing power, and the star's own brand has certain advantages, such as fashion resources, fan base and popularity. Although the pricing power of products is the autonomy of enterprises, brands and pricing that can conform to the laws of market economy can survive, otherwise they may be gradually eliminated by the market. The star's own brand has a high price, or it is based on many considerations such as strong appeal to fans and brand shaping, but whether it can be successful or not requires the market to give an answer.

With the fermentation of public opinion, the star brand under the high premium, whether the product itself can occupy a few points, has also been questioned. In the industry's view, the star's own brand pricing is too high, which is related to the star appearance rate and traffic. The higher the appearance rate and traffic, the higher the pricing. But relying on the fan effect to make money will not make a brand go far. "If a star wants to be a personal brand, it not only needs the star's own business ability and influence, but also needs the products to be professional and good enough to be competitive in today's consumer market, otherwise it will only be eliminated by the market." Insiders said.