Since launching his own brand "Nabi", the star Nana Ou-yang has attracted countless attention. As of165438+1October 30th, according to the "Nabi" applet, six items including sweaters have been sold out. However, while they were sold out quickly, there was a voice saying that the actual cost of pure white bathrobes with a price of 988 yuan was insufficient 100 yuan, which was suspected of harvesting vermicelli leeks. In recent years, many stars rely on their accumulated fame to launch their own brands. For example, Joker Xue, Ryan and Du Haitao opened restaurants one after another, while Justin and Wilber Pan launched their own street brands. However, food safety problems and unreasonable pricing of street brands are exposed from time to time, which makes the star's own brand controversial.

Bathrobe single 988 yuan

Commodity pricing was spit out.

Nana Ou-yang, who already has multiple identities such as cellist, actor and singer, now has a new identity, and launched his own brand "Nabi", and officially launched its first series "Cloud Capsule Series" on June 22nd, 165438+.

According to the official applet of Navi, as of today's press release of beijing business today, six products of Yunduo Capsule Series, such as eye mask, pants, socks, scarves, sweaters and dolls, have all been sold out, and only bathrobes and pajamas are still on sale.

However, while the products are selling well, there are endless disputes about "Nabi". Some voices said that the price of "Navi" products was too high. An eye mask 148 yuan, two pairs of socks 168 yuan, bathrobes and pajamas were all priced at 988 yuan, which was not commensurate with the fabric material. According to an insider, the cost of bathrobes is around 50 yuan/piece, which also makes the question of "cutting leeks" intensified.

According to Tianyancha App, Nabi brand affiliated company Shanghai Navi Culture Technology Co., Ltd. was established in August 2022 with a registered capital of 5 million yuan, and its business scope includes literary and artistic creation; Cosmetics wholesale; Wholesale of handicrafts and collectibles; Wholesale of shoes and hats; Jewelry wholesale; Knitted textiles and raw materials sales. , wholly owned by Newsleepco Co., Ltd. In addition, according to the information of intellectual property rights, Shanghai Xinshengda Entertainment Group Co., Ltd. has applied for registration of several trademarks such as Nabi, Nabi Studio and Navi. International classification includes cloth, clothing, shoes and hats, advertising sales, etc. , of which several trademarks have been successfully registered. Beijing business today reporter today contacted Nabi about the current consumption inquiry, and has not received a response as of press time.

Stars create their own brands.

Rollover is not a case.

It is nothing new for stars to develop sideline business, but among many sideline businesses, it has become the choice of many stars to launch their own brands by relying on accumulated fame.

Beijing business today reporter noticed today that there are not a few brands created by stars that cut into the catering industry. Stars including Joker Xue, Ryan, Du Haitao, Bao Beier and Jerry have opened restaurants in many parts of the country, especially hot pot restaurants, and gradually formed chain brands. At the same time, many stars have launched fashion brands. For example, Justin once founded TWEEX 2, a fashion brand, and Wilber Pan and Li Chen jointly opened NPC, a fashion brand store.

While the star's own brand emerges endlessly, the voice of doubt is endless, and product problems are exposed from time to time. Just in July this year, the hot pot brand franchise store founded by Du Haitao was exposed to the news that it was ordered to suspend business for rectification because the food processing operation area was not standardized and the fly control and insect control were not in place. Previously, some consumers complained that flies were found in the brand hot pot soup. For the questioning and punishment of consumption, the brand hot pot issued an apology statement and said that the same situation will not happen again.

When star restaurants are frequently criticized for food safety problems, the brand of Star Street has not been spared. Take TWEEX 2, a trendy brand that opened in Justin in 2020, as an example. Many consumers think that the in-store products are not cost-effective, and the short-sleeved T-shirts are priced above 500 yuan, which makes this trendy brand questioned many times. On June 5438+ 10 this year, the brand announced the company's business adjustment and closed Tmall, Taobao and Tik Tok stores.

Self-mobility is the fast lane.

Quality is the last word.

Undeniably, with the help of fame and traffic, the self-owned brands created by stars often attract countless eyeballs as soon as they appear, attracting fans and more consumers to buy them. However, frequent questioning and exposed quality problems make the star's own brand continue to be controversial.

In the view of Li Jie, a researcher in the digital cultural and creative industry think tank, it is difficult to measure whether the price of a star's brand is too high, because the product itself contains the reputation of the star itself, becomes an aspect of brand value, and is priced in combination with the target market. But no matter what the price, star brands should guarantee the quality of products, which is the legitimate rights and interests of consumers when buying goods.

Ms. Song, a consumer, told beijing business today Today that stars' own brands will really attract their attention, especially their favorite stars, and they will also want to buy products to support them. However, the frequent quality problems in recent years have gradually discouraged them, and they even have doubts about the stars.

Li Jie believes that traffic is equivalent to the accelerator for star's own brand to cut into the market. Not only do you stand in the spotlight when you are born, but you can also get more consumer groups with the help of fan effect and fan communication. But whether you can go on in the fast lane, quality is the last word. And inferior products will not only damage the brand image, but also affect the star's own image and later acting career.