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Params: post, 332604, a:53:{i:0;s:474:"最近，无数明星、公众人物蹭上了直播带货这个风口。但“翻车”的情况也屡屡发生。比如，小沈阳直播卖白酒，下单20多单，退货16单；叶一茜直播卖茶具，在线观看人数近90万，只卖出不到2000元；吴晓波的“新国货首发”专场，一款三段奶粉只售出了15罐……
这样的成绩引发了对明星直播带货的巨大争议。今天（10日）早上，吴晓波也发文进行了反思。
";i:1;a:4:{s:3:"tag";s:1:"b";s:6:"option";N;s:8:"original";a:2:{i:0;s:3:"[B]";i:1;s:4:"[/B]";}s:8:"children";a:1:{i:0;s:51:"吴晓波、小沈阳、叶一茜直播“翻车”";}}i:2;s:688:"
据21 tech报道称，7月8日，北京某企业负责人表示，
“我们和小沈阳合作了一场直播，卖一款白酒。当晚下单20多单，第二天一看退货16单。”
该报道认为，小沈阳目前在新浪微博上粉丝数超1740万，抖音粉丝数超1900万，如此惨淡的销售表现和粉丝数据有些不匹配。
报道称，此前上海某品牌负责人林昊（化名）公司的一款爆款茶具，邀请艺人叶一茜在淘宝直播中进行推广。一场直播下来，卖出的商品只有寥寥数单。“我们客单价是200多，叶一茜卖出去的总金额不到2000元。”当时直播间显示的在线观看人数近90万。
";i:3;a:4:{s:3:"tag";s:3:"img";s:6:"option";N;s:8:"original";a:2:{i:0;s:5:"[IMG]";i:1;s:6:"[/IMG]";}s:8:"children";a:1:{i:0;s:90:"https://rdimg.com/proxy/https://static.cnbetacdn.com/article/2020/0710/9253e48ddf5018a.png";}}i:4;s:160:"
而第三方数据平台小葫芦大数据检测显示，叶一茜在淘宝平台的12场直播中，场均总销售额为144.1万元，场均总PV171万。
";i:5;a:4:{s:3:"tag";s:3:"img";s:6:"option";N;s:8:"original";a:2:{i:0;s:5:"[IMG]";i:1;s:6:"[/IMG]";}s:8:"children";a:1:{i:0;s:90:"https://rdimg.com/proxy/https://static.cnbetacdn.com/article/2020/0710/1a15fe4f3c46581.png";}}i:6;s:388:"
6月29日晚，知名财经作家吴晓波在淘宝直播“新国货首发”专场，完成了自己的淘宝直播首秀。根据优达人、知瓜和小葫芦等第三方平台的统计，观看人次830万、最高同时在线4万，客单价695元，交易金额2200多万元（后来发的战报，把定金换算成商品售价，“引导交易额”成了5000多万元）。
";i:7;a:4:{s:3:"tag";s:3:"url";s:6:"option";s:66:"https://static.cnbetacdn.com/article/2020/0710/f384784f54d8676.png";s:8:"original";a:2:{i:0;s:74:"[URL='https://static.cnbetacdn.com/article/2020/0710/f384784f54d8676.png']";i:1;s:6:"[/URL]";}s:8:"children";a:1:{i:0;a:4:{s:3:"tag";s:3:"img";s:6:"option";N;s:8:"original";a:2:{i:0;s:5:"[IMG]";i:1;s:6:"[/IMG]";}s:8:"children";a:1:{i:0;s:96:"https://rdimg.com/proxy/https://static.cnbetacdn.com/thumb/article/2020/0710/f384784f54d8676.png";}}}}i:8;s:301:"
图片来源：吴晓波频道
这篇报道还对比了吴晓波和另一位“带货达人”罗永浩，认为吴晓波的粉丝线上购买力并不强。
吴晓波的第一场直播结束后，网上出现了一个截屏：一家乳业公司在他的直播上只售出了15罐三段奶粉。
";i:9;a:4:{s:3:"tag";s:1:"b";s:6:"option";N;s:8:"original";a:2:{i:0;s:3:"[B]";i:1;s:4:"[/B]";}s:8:"children";a:1:{i:0;s:33:"吴晓波长文反思带货经历";}}i:10;s:290:"
7月10日早间，吴晓波频道微信公众号发布文章，反思了吴晓波曾经带货直播“翻车”的经历。
文章开头就表示，
很多年后，回想起无比尴尬和羞愧的今天，我会对自己说，“我可是那个开过直播、翻过车的吴晓波”
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吴晓波表示，为了他的直播首秀，他算是铆足了劲：
看了薇娅、李佳琦、罗永浩、汪涵及其他四个直播网红的视频，还聘请专家定格解说。我还抽了一个晚上，专门到雪梨的公司现场观摩。
我参与了几乎所有的选品会。从预报名的上百个品牌中，最后确定26个上直播。它们全是细分行业的前三名，我之前去过其中一半的公司实地调研。
为了提高销售额，团队还联系了林依轮、烈儿宝贝等四位头部直播网红，在6月29日同期推荐“首发”上的几个产品。
临上阵前，吴晓波团队成员还信心爆棚地说，“吴老师，绝对不会翻车的，因为我们已经把车的轮子都卸掉了。”
";i:13;a:4:{s:3:"tag";s:3:"url";s:6:"option";s:66:"https://static.cnbetacdn.com/article/2020/0710/0132c1d3445317b.png";s:8:"original";a:2:{i:0;s:74:"[URL='https://static.cnbetacdn.com/article/2020/0710/0132c1d3445317b.png']";i:1;s:6:"[/URL]";}s:8:"children";a:1:{i:0;a:4:{s:3:"tag";s:3:"img";s:6:"option";N;s:8:"original";a:2:{i:0;s:5:"[IMG]";i:1;s:6:"[/IMG]";}s:8:"children";a:1:{i:0;s:96:"https://rdimg.com/proxy/https://static.cnbetacdn.com/thumb/article/2020/0710/0132c1d3445317b.png";}}}}i:14;s:1146:"
图片来源：吴晓波频道
但是，吴晓波的第一场直播还是翻车了。
吴晓波反思到，翻车的原因有两个：一是我的表现，二是选品逻辑。
我是带着一本《2019新国货白皮书》走进直播间的，这是890不久前发布的一份三万字长篇报告，我自以为对新国货的理解可以帮助我更好地推荐这些商品。而就在那几天，由我主讲的六集大型纪录片《新国货》正在腾讯视频播出，每集的播放量都突破了1000万。
但是，这份自信害死了我。直播进行到一半的时候，我已经意识到，涌进直播间的人更多的是为了买东西，而不是来听课。我把大家喊成“同学”，其实，他们是“宝宝”。
而那款最终成了“网上笑话”的奶粉，是吴晓波坚持要上的。最终上直播的26个品牌中，三分之一是第一次尝试直播，四分之一是全网首发，有六款商品的直播价超过2000元。
此前，具有十年电商经验的直播主管莫可一再警告，要多上百元以下的流量款，特别是在其他直播间得到过验证的商品。
";i:15;a:4:{s:3:"tag";s:1:"b";s:6:"option";N;s:8:"original";a:2:{i:0;s:3:"[B]";i:1;s:4:"[/B]";}s:8:"children";a:1:{i:0;s:21:"叶一茜长文回应";}}i:16;s:2:"
";i:17;a:4:{s:3:"tag";s:1:"b";s:6:"option";N;s:8:"original";a:2:{i:0;s:3:"[B]";i:1;s:4:"[/B]";}s:8:"children";a:1:{i:0;s:30:"吴晓波频道称报道不实";}}i:18;s:66:"
7月9日深夜，叶一茜在微博发布长文回应此事：
";i:19;a:4:{s:3:"tag";s:3:"url";s:6:"option";s:66:"https://static.cnbetacdn.com/article/2020/0710/c0dedd2f0a75c01.png";s:8:"original";a:2:{i:0;s:74:"[URL='https://static.cnbetacdn.com/article/2020/0710/c0dedd2f0a75c01.png']";i:1;s:6:"[/URL]";}s:8:"children";a:1:{i:0;a:4:{s:3:"tag";s:3:"img";s:6:"option";N;s:8:"original";a:2:{i:0;s:5:"[IMG]";i:1;s:6:"[/IMG]";}s:8:"children";a:1:{i:0;s:96:"https://rdimg.com/proxy/https://static.cnbetacdn.com/thumb/article/2020/0710/c0dedd2f0a75c01.png";}}}}i:20;s:1073:"
以前我们购物都是在商场，有柜员给我们讲解商品。有了电商后，我们逐渐习惯了网购，我也开始做起网络柜员，叫主播。
我没有销售经验，所以就用最笨的办法，每一件产品，自己试用，每一个食品，自己品尝，把满意的商品真诚的推荐给大家。
我很幸运，从一开始接触直播到现在，合作了很多优秀的品牌，也有不少销售过万的单品、销售额达几十万的情况，每次收到合作伙伴的反馈信息，都是我继续努力的动力。
但是我也有遗憾，尽心的为某茶具品牌推广销售，出现争议后积极沟通协商，并且直播公司退还了全额合作费用，对方还是不满意……但偶然的挫折只会告诉我未来在选品上要更加严格，但不会打击我和团队的信心。
日后我会带领团队选品策略提升优化，以真心和用心为大众撑腰，回馈优质产品给爱我的你们。
如果大家愿意，可以时常来我的直播间，见证我们团队的一步步成长。
";i:21;a:4:{s:3:"tag";s:3:"url";s:6:"option";s:66:"https://static.cnbetacdn.com/article/2020/0710/7431df7c25d9010.png";s:8:"original";a:2:{i:0;s:74:"[URL='https://static.cnbetacdn.com/article/2020/0710/7431df7c25d9010.png']";i:1;s:6:"[/URL]";}s:8:"children";a:1:{i:0;a:4:{s:3:"tag";s:3:"img";s:6:"option";N;s:8:"original";a:2:{i:0;s:5:"[IMG]";i:1;s:6:"[/IMG]";}s:8:"children";a:1:{i:0;s:96:"https://rdimg.com/proxy/https://static.cnbetacdn.com/thumb/article/2020/0710/7431df7c25d9010.png";}}}}i:22;s:241:"
同一天晚上，吴晓波频道官方微博发布严正声明称，文中有失实部分，属不实报道。强烈要求贵公众号删除相关文章，停止发布虚假信息。同时保留追究相关主体法律责任的权利。
";i:23;a:4:{s:3:"tag";s:1:"b";s:6:"option";N;s:8:"original";a:2:{i:0;s:3:"[B]";i:1;s:4:"[/B]";}s:8:"children";a:1:{i:0;s:15:"网友热议：";}}i:24;s:2:"
";i:25;a:4:{s:3:"tag";s:1:"b";s:6:"option";N;s:8:"original";a:2:{i:0;s:3:"[B]";i:1;s:4:"[/B]";}s:8:"children";a:1:{i:0;s:36:"直播带货还需回归商业本质";}}i:26;s:184:"
对于明星带货引发的争议，不少网友表示，现在直播就是刷单再退货，玩“坑位营销”的把戏，肥了电商和明星，却坑死了很多品牌商。
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另外也有网友表示，明星直播带货的本质就是请明星做广告，不能把自己的调查决策缺失全部归责到合作方。
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近期，随着“直播带货”的持续火热，流量注水、销量造假、退货率居高不下等争议话题层出不穷。
日前，中国消费者协会发布的“618”消费维权舆情分析报告称，监测发现，今年“618”促销活动期间消费维权负面信息中直播带货最火爆各方关注问题多。
监测期内，共收集有关“直播带货”类负面信息112384条。每日负面信息量较为平稳，日均在5600条左右，其中6月12日和6月17日相对较高。
从本次监测的舆情反馈来看，直播带货的“槽点”主要集中在五个方面：直播带货商家未能充分履行证照信息公示义务；部分主播特别是“明星主播”在直播带货过程中涉嫌存在宣传产品功效或使用极限词等违规宣传问题；产品质量货不对板，平台主播向网民兜售“三无”产品、假冒伪劣商品等；直播刷粉丝数据、销售量刷单造假“杀雏”；售后服务难保障等。";}, 1621686945, 1716143039
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