The popularity of mooncakes during this period is abnormal, and sales are also unconventional.
Mainly due to the wave of internet celebrity effect and herd effect set off by Wu Zhou.
And if it sells too well, it will easily attract the wind.
Some bad words gradually emerged during this process, and they became more and more numerous.
"This is an IQ tax. How much does a mooncake cost?"
"Anything that can be industrialized and mass-produced will only get lower and lower in cost. It's not worth the price."
"The so-called "delicious mooncakes" are actually the result of advertising..."
"I don't know how to buy them anyway. I only eat mooncakes seriously. There are a lot of cheap and high-quality mooncakes in shopping malls, supermarkets and online stores."
"If you really like to eat mooncakes, it is recommended that you find some old offline pastry brands to buy. They are cheap, affordable, delicious and not expensive. As for those who can't help but try "early adopters" due to the publicity campaign, just treat them as manufacturers. You’ll have to pay the channel fee!”
"In the face of the endless variety of Internet celebrity mooncakes, the "resist excessive packaging" that has been called for almost 20 years has become more and more intense. Why do businesses continue to develop new mooncakes every year, and why do companies fail to sell and lose money? This has to change. How can we make mooncakes? Why can’t we put an end to such over-packaged and over-packaged mooncakes? How much does a 599 mooncake really cost? I hope the relevant departments will take it seriously."
There are more and more comments like this, and it seems that there is a force behind it that is adding fuel to the flames.
One after another, some big Vs also began to denounce this topic.
As the most popular mooncake during this period, Qiao Fei’s bird’s nest mooncake is rightly in the spotlight.
as the center of the topic.
Of course, there are more and more bloggers and anchors taking advantage of the popularity.
Their purpose in making videos is to follow the audience's direction and shoot whatever the audience wants to see.
So a lot of them have come out one after another. The same style of Qiaofei's bird's nest mooncakes can be made at home for less than 100.
Most of these bloggers mainly change concepts secretly.
The same bird's nest, but the price of different grades is very different.
Just like Moutai, a bottle of Feitian Moutai costs two to three thousand, while Moutai Prince only costs one or two hundred.
They only said it was the same type of bird's nest, but would not go into details to mislead.
"My grass, it's so dark, pink turns black."
"Moon cakes = flour + sugar + oil. Their edible value is basically the same as steamed buns and fried dough sticks. Their bird's nests are only slightly more expensive at most. Why are they sold so expensively?"
"Actually, it's all because of vanity and following the trend. If this is particularly cheap, will the celebrities eat it? They can't afford it even if it's not expensive."
The person in charge of Little Mouse was interviewed: Mooncakes are a Mid-Autumn Festival delicacy that accumulates the connotation of traditional Chinese culture. Some companies speculate on the price of mooncakes by adding various expensive fillings, pursuing excessively luxurious packaging, or selling high-priced products in a mixed manner. These phenomena not only deviate from the origin of traditional culture, promote extravagance and waste, have a negative impact on social atmosphere, and may even become a carrier of corruption. "
In fact, these are the current status of the industry and common phenomena.
But the problem is that many self-media hope to use Qiao Fei’s mooncakes as a traffic draw.
In the end, many people who were "uninformed" and did not know the truth naturally vented their complaints on Qiao Fei's family.
"If you open your mouth to spread rumors, you will lose your legs if you refute them."
"Rumors stop among the wise, but most people are just rabble."
Shortly after.
Relevant departments jointly issued the "Announcement on Curbing "Sky-High Price" Mooncakes and Promoting the Healthy Development of the Industry" (focusing on the supervision of boxed mooncakes with a unit price of more than 500 yuan).
The heat is getting higher and higher, and the only problem is probably that the Mid-Autumn Festival is coming to an end soon.
Everything that should be sold has almost been sold, and it is even said that it is almost over.
So, it seems like it shouldn’t have any impact on Wu Zhou?
There are many real consumers who defend Qiao Fei's family, "Real ingredients, really delicious."
But such comments are quickly drowned out. After all, even if they are counted in the tens of thousands, they only account for a very small part of the huge number of Internet users.
Ordinary people only believe what they want to believe, because they will get rid of things they don't want to believe as quickly as possible.
The platform will also reduce the push of dissenting opinions.
In this process, they will strengthen their own impression, thinking that they are right, and even thinking that the world is like this. Gradually, an 'information cocoon' was formed, and the perception of the 'frog in the well' in primary school books was gradually formed.
With the fermentation of public opinion.
'A black-hearted brand, the name of a black-hearted entrepreneur..."
There are more and more comments like this.
In other stores in Wuzhou, many customer service staff now have to deal with not only consumers, but also some excited people.
Some customer service staff were even scolded and resigned.
Some people even threatened the platform to remove such merchants from the shelves, but such unreasonable demands were ignored by the platform.
As the Mid-Autumn Festival is approaching, mooncakes from previous years are still experiencing their last surge in popularity.
However, the actual sales of Qiao Fei's bird's nest mooncakes have continued to decline from 60,000+ at the end of August to about 10,000+, and are still falling...
There were even a lot of returns. The production line capacity suddenly became abundant.
Success is also public opinion, failure is also public opinion, it rises faster and falls faster.
At the same time, the taxation department in Yuncheng City also had a special task: checking the accounts of Qiao Fei's family.
There was no way around it. During this period, there were a lot of anonymous reports saying that Qiao Fei's family was evading taxes.
Is there any evidence? No, but it can’t stand up to the amount.
After there were too many such reports, some fictitious news even appeared. Many news directly intercepted these anonymous information, regarded them as inside information, and openly used them as evidence.
"The Qiao Fei family evades taxes." @国产taxation bureau@yuncheng taxation bureau
“The Qiao Fei family, who earns tens of millions a day, has such a low income tax...” @State Taxation Bureau @云城taxation bureau
"Expose the financial operations of black-hearted capitalists that insult their IQ." @云城taxationbureau@qiaofeijia
Many former competitors are adding fuel to the flames and taking pleasure in others' misfortune.
As for the real 'culprits', those low-quality, high-priced mooncake manufacturers.
At this time, everyone was silent.
The first shot was taken, and at this time, the tall man from the Qiaofei family was taking the lead, and the pressure of public opinion was also on the Qiaofei family. Of course, they would not rashly come forward to share the pressure for the Qiaofei family.
"Mr. Wu, does your company's public relations department have any measures to deal with this matter?" Huashi people were also worried and took the initiative to ask, and their attitude was quite friendly, because they could also see that someone was involved in this matter. Adding fuel to the flames from behind.
Moreover, they have all tasted Wu Zhou's mooncakes. Not to mention the real ingredients, they are really delicious and completely different from the packaging brands in the industry.
"Our company doesn't have a public relations department..."
“…”
"Let me help you find a professional public relations company. You can contact them as soon as possible. You must pay attention to public opinion and deal with it as soon as possible before it can be controlled."
This was Wu Zhou's first time facing this kind of thing. Of course, there was no so-called coping strategy.
During this period of time for the company, due to this public opinion issue, not only the sales of mooncakes plummeted, but also snacks and department stores with the same brand name were affected one after another.
Sales, which had been on an upward trend before, suddenly stagnated and then took a sharp turn.
Wu Zhou’s precise traffic push has seen a low conversion rate recently.
Targeted issues on online short video platforms, such as malicious rumors that the raw materials are less than 100 yuan. Wu Zhou also asked the Ministry of Justice to send a lawyer's letter. This must be sued.
However, in Wu Zhou's response, those big Vs were even used as bragging rights.
For example, the anchor food blogger has a big mouth.
Because of a series of videos by Heiqiao Feijia, the number of accounts with 1 million fans has soared to more than three million during this period, and the number of children continues to increase, so he even started to appear directly on camera and started to criticize Qiao Feijia.
"Today, I received this lawyer's letter backstage. Signed, Qiao Fei's family."
"Well, now that I think about it, it seems that I did post some videos of their bird's nest mooncakes in the past few days."
"The claim amount is 1,000,000. Wow, that's a lot of money. They are not crazy about money. I guess I'm going bankrupt and I want to make some money at the end, but I don't have that much money."
"Reason, slander? Have I slandered? Family members, do you think I have slandered? The whole production process, where to buy the raw materials, and what the price is. The previous video is clearly there. It was clearly tens of dollars at home. You can make something and sell it for 600 with a little packaging. I just tell the truth about this kind of thing, how can it be considered slander..."
"Oh, or maybe they're not talking about this, but the tax evasion thing I'm talking about?"
"Haha, all the old fans who follow me know that I was in the e-commerce business before. I'm not familiar with the tricks of e-commerce companies. You don't have to think about it. Just guess blindly. I'm sure I stole it... like theirs. It’s unknown how much profit a black-hearted enterprise of this size transferred under what name. The country must investigate immediately and protect our taxpayers’ money and don’t let him escape.”
"Family members, I am standing up to you and this black-hearted corporate capital. Please click on the little red heart for me and add a follow so that I can feel your support..."
