First, the steak was over-marketed during the live broadcast. When the brand steak got on the express train of live webcast, it brought very considerable economic benefits. However, behind the high sales of steak, consumers have doubts about the brand of steak. In the process of live broadcast, tens of thousands of films can be sold at affordable prices and broadcast live among online celebrities. Among them, reducing the price of steak seems to be a phenomenon of consumption degradation, but in the marketing process of products, young people are regarded as the market for consumption, which caters to consumers' purchasing psychology. However, the explanation of the product in the process of live broadcast sales is exaggerated, which leads to over-marketing and eventually leads to product rollover.
Second, the choice of live broadcast by online celebrities is not rigorous enough. As the most popular marketing method at present, online celebrity live broadcast can achieve very high sales through the publicity and sales of online celebrities. However, judging from the steak rollover incident, there is still a phenomenon that the selection of products in the live broadcast room of online celebrities is not strict enough. The consumer bought the brand of steak and gave it to him? Unlike beef? Statement. Judging from such a low price and the one-sided evaluation of consumers, this brand of steak does have some problems. Because there was no strict selection before the live broadcast, the steak recommended by the live broadcast room in the network celebrity directly turned over.
Therefore, excessive marketing and lax product selection in the live broadcast process may directly lead to the occurrence of rollover between live broadcasts. Therefore, for some network celebrity anchors, if they want to live broadcast with goods among network celebrities for a long time, they must adhere to a more rigorous attitude.