① Simba once again criticized the platform on the Douyin live broadcast, saying that it has repeatedly promoted false and false information and suppressed, that it has carried out a double standard operation, and even criticized Zhang Yiming by name. ② Simba sent a video shouting, “I haven't violated anything in the contract, so Mousse must fulfill the contract. Everything shot before today is counted.”
Financial Association|New Consumer Daily, November 2 (Researcher Leung You-yun),Recently, Simba, the leading e-commerce anchor, was once again caught up in a public opinion storm, and disputes with brands and platforms continued.
In a dispute with the platform, Simba's Douyin account was suddenly banned on November 2, causing an uproar among netizens. According to reports, the reason for the ban is that Simba has repeatedly posted false information on Douyin before, insulted, abused, and stamped on platform executives, which eventually led to the ban.
In the Douyin live broadcast on November 1, Simba directly expressed his dissatisfaction with the Douyin platform.In public opinion incidents about him, the platform has repeatedly pushed false and false information to suppress and promote double standards. In addition, it also accuses the platform of conveying incorrect values to young people, and even criticizes Zhang Yiming by name.
Taking the “swallow's nest in sugar water” incident as an example, Simba once again pointed the finger at the Douyin platform, claiming that he saw that Douyin was bringing goods on a large scale before introducing the problematic product. At the same time, he also accused Douyin of favoring platform anchors selling the same problematic products and deliberately spreading bad news about himself.
In fact, Simba's accusations against Douyin have occurred several times. Simba even threatened that if he lied, Douyin could sue him for defamation, but his live broadcast room and video work have been forcibly shut down many times because his rhetoric was too intense.
What sparked Simba's dissatisfaction and caused even greater discussion was its “1 billion yuan single product” collaboration with Moose Co., Ltd. Allegedly, Simba sold more than 1 billion yuan of goods brought in one night, but subsequently Mousse Mattress cancelled the cooperation, intentionally refused to fulfill the contract, and at the same time rejected future cooperation.
The cause of the incident also goes back to before and after Simba brought back the mousse mattress live broadcast.
From October 18 to 20, Simba posted several video trailers on Kuaishou, saying that it will use mousse mattresses to “destroy the price of three views” and “unprecedented” cooperation to serve consumers to jointly impact a major product with sales exceeding 1 billion yuan.
During the live broadcast on October 21,Simba launched a high-end mousse product called “Light Luxury Black Cow Leather Soft Bed”, and the final purchase price was 4,980 yuan (including mattress and bed), triggering large-scale purchases in the live broadcast room. Simba himself has introduced it many times,This price combines brand concession subsidies, Kuaishou platform subsidies, and his own delivery commission concessions, just to impact 1 billion yuan in single product sales.
In addition, home furnishing brands that also appeared on the live broadcast include Gujia Home and Xilinmen. They also used discounted prices, but Simba did not advertise the final turnover and sales volume to the outside world.
Since the product uses a pre-sale system, you can shoot Mousse's products by paying a deposit of 200 yuan on the live broadcast room. Thus, the final estimated turnover of Simba's live broadcast backstage reached 1,085 million yuan, and product sales reached 208,700 copies. After that, in the process of continuous dissemination and sharing,Simba revealed that the sales volume of this product once reached 280,000 copies, with sales volume reaching more than 1 billion yuan.
However, this mattress product requires full payment of the final payment to be considered a complete transaction, and some consumers did not choose to pay in the end.After Simba's final payment live broadcast ends on October 31, the platform's final payment mechanism will continue until November 3. As of press release, the sales volume of “Light Luxury Big Black Cow Leather Soft Bed” on the Kuaishou platform is 160,000 pieces. If calculated at 4,980 yuan/piece, the actual sales volume is around 800 million yuan.
With the end of the first pre-sale live broadcast,The dissatisfaction of the brand dealers was fed back to Mousse's shares, so Mousse had to worry about this delivery cooperation with Simba and voluntarily suspended the subsequent delivery of another mousse mattress.Subsequently, rumors continued to circulate that the brand refused to fulfill the contract and cancelled the cooperation.
According to reports, as a high-end mattress brand, Mousse mainly sells through offline channels. As of the first three quarters of 2023, the total revenue of Moose Co., Ltd. reached 3.805 billion yuan, of which 2,899 billion yuan came from offline dealers, accounting for 76.1%; while revenue from e-commerce was 640 million yuan, accounting for 16.8%.
In recent years, with the increase in consumer demand from e-commerce channels, Mousse has also begun to invest in e-commerce and short videos to bring goods, driving rapid growth in online channel sales. Financial reports show that in the first three quarters of this year, Mousse's e-commerce revenue increased by 23.35% year-on-year, while the sales channel revenue growth rate was 4.7%.
After learning that cooperation may be interrupted due to complaints from dealers, Simba and Moose dealers started a “war of words” in the air. It directly shouted at the dealer during the live broadcast, sayingThe users of Simba's live broadcast room are not brand users, nor are they channel customers for offline distribution. They only chose to buy mousse because of the low price of this promotion; they will not steal anyone's business.
In addition, Simba also posted a video on its account shouting at the brand,“I haven't broken anything in the contract, so Mousse must fulfill the contract and count everything I've shot until today.”
And this live streaming collaboration with Simba is also the first time that Moose Co., Ltd. has collaborated with a leading anchor. The “1 billion yuan single product”, which the two sides are jointly challenging, is expected to bring a new breakthrough in the company's annual revenue if the cooperation is successfully completed. By comparison, the revenue of Mousse shares for the full year of 2022 was 5.8 billion yuan.
On the other hand, hundreds of thousands of “low cost mattresses” have also raised concerns among many investors. Although the revenue and net profit of Moose Co., Ltd. has achieved a relatively rapid increase of more than 37% over the same period last year since entering 2023, the product structure has improved. However, whether the impact of low prices on online channels will directly affect the company's net profit growth in the fourth quarter, and even affect the brand's middle and high-end image, has sparked widespread discussion among netizens.
On November 2, Mousse Co., Ltd. revealed the news that an executive had left his job, raising concerns and discussions to a new high. However, according to the New Consumer Daily, Yang Xin, the departing deputy general manager, joined the company at the beginning of this year, and the business he is in charge of has nothing to do with the e-commerce business.
The New Consumer Daily telephoned Mousse Co., Ltd. about the above incident. In response, it said,Currently, the company has nothing to disclose to the outside world, so it is recommended to wait for the information to be announced later.
With the end of final payment for related products, the stock price of Moose shares has rebounded in the last three trading days. As of the close of trading on November 2, Moose shares rose 1.88% in a single day, with the latest market value of 13.47 billion yuan.