Recently, with the observation of the distribution, it was found that the online celebrity cat July 7th live broadcast room with 40 million+fans on the whole network used appearance anxiety to induce

Recently, with the observation of the distribution, it was found that the online celebrity cat July 7th live broadcast room with 40 million+fans on the whole network used appearance anxiety to induce consumption and announced it in the product. Recently, the delivery group observed that online celebrity cats with 40 million+fans in the whole network used appearance anxiety to induce consumption, which was suspected of false propaganda in product promotion.

Cat Qiqi's Aauto faster account is operated by Cat Qiqi's mother Sun Shumei and her daughter Cat Qiqi. Fans will affectionately call Cat Qiqi, Cat Qiqi's mother and Cat Qiqi's aunt.

Last June, 5438+ 10, Aunt Cat Qiqi married her boyfriend who was 16 years younger than herself, which became a hot topic of public opinion. Aunt cat Qiqi divorced and took care of the third baby. She not only rushed out of the unhappy family, but also fell in love with her younger 16-year-old boyfriend, entered the marriage hall and envied others.

At the same time, Aunt Cat Qiqi also started the climax of her career, founded her own brand, Dailai Xi, and made herself a typical example of rural women's counterattack.

Among the e-commerce anchors with young and beautiful women, Aunt Qiqi, a 55-year-old cat, attracted many middle-aged fans by using the characteristics of "older anchor", "husband is younger than himself 16 years old" and "rural women counterattack". And its brand Delaisi, founded on 20 19, is targeted at middle-aged women over 35.

According to public information, it took less than three years for Aunt Cat Qiqi to become the head e-commerce anchor with more than 40 million fans on the whole network. According to public data, in 2002 1 year, the GMV of the cat July 7th live broadcast room exceeded1100 million yuan, and the daily sales exceeded 220 million yuan.

It is reported that Aunt Cat Qiqi's husband "Uncle" (formerly known as Hai-Bo Yin) is the behind-the-scenes trader in the live broadcast room. In 2022, Daley's goal GMV is 2 billion yuan, and it is planned to complete the layout of 654.38 billion fans in the whole network.

Where does this confidence come from? In order to find the answer, the delivery man walked into the live broadcast room of Cat Seven Seven. However, Aunt Cat Qiqi's performance in the live broadcast room was not satisfactory.

"Because without us, you won't need it in your life." "Don't use ordinary products. You can use anything at the age of 20. For example, my home is old, and it is useless to use ordinary products. You must use it. " "Let me put it this way. Stars or Internet celebrities are willing to spend 300 yuan. You don't want to spend two dollars a day. Why do you think you should have no wrinkles? "

During the live broadcast, Cat Qiqi constantly used the appearance anxiety of older women to arouse consumers' impulsive consumption psychology, or used some slightly tough words to induce and stimulate them to buy products from Dailai Xi.

Aiming at the pain points such as whitening, freckle removal, wrinkle removal and anti-aging that are common in people over 35 years old, Cat July 7th Live Room does not shy away from exaggerating the efficacy of products. "Many of our sisters began to grow spots when they were 8 years old. Now they are all in their 60 s, and now they have no spots."

It should be noted that China implements classified management of cosmetics according to the degree of risk, which is divided into special cosmetics and non-special cosmetics. According to the "Regulations on the Supervision and Administration of Cosmetics", only special-purpose cosmetics can publicize the efficacy of freckle removal and whitening, and ordinary cosmetics cannot claim the related efficacy of special cosmetics.

According to the rules issued by the Aauto fast-moving platform in February this year, it is also mentioned that non-special-purpose cosmetics should not claim the efficacy of special-purpose cosmetics.

According to the observation of the delivery team, when Cat Qiqi brought the goods for Dailai Xi Royal Golden Flower Black Gold Emulsion in the live broadcast room, he repeatedly expressed or implied that this product could wrinkle and brighten.

"Today, all those who are willing to buy high-end products with wrinkled and dark skin call me 1, so that you can feel what is high-end, what is compact and what is full." Before bringing this product, Cat Qiqi said.

However, according to the product details page, the record number of Delaisi Royal Jinhua Black Gold Emulsion is 2021518145, which belongs to non-special purpose cosmetics. The delivery agent inquired official website of the State Administration of Medical Supplies, and also found that the product was ordinary cosmetics.

According to the e-commerce rules of Aauto faster, if a business publicizes that the non-special cosmetics it sells have one of the special cosmetic functions during the live broadcast, it will be considered as false propaganda. The platform will remove the relevant goods and control the yellow car according to the degree of violation.

The live broadcast e-commerce industry advocates fair and compliant competition, and it is obviously not expected by the public to use appearance anxiety and propaganda words suspected of false exaggeration in the live broadcast room to achieve consumption purposes.

In particular, the head anchor of millions of fans like Cat Qiqi should take the lead in observing the legal provisions and platform rules, rather than disturbing market fairness and bringing troubles to the platform order because of self-interest.