Star Ouyang Nana’s own brand “nabi” has attracted countless attention since its launch. As of November 30, according to the "nabi" mini program, 6 items including sweatshirts have been sold out. However, while they were sold out quickly, there were voices saying that the actual cost of the pure white yukata priced at 988 yuan was less than 100 yuan. , there is suspicion of harvesting vermicelli leeks. In recent years, many celebrities have relied on their accumulated fame to launch their own brands. For example, Joker Xue, Zheng Kai, Du Haitao, etc. have opened restaurants. Huang Minghao, Wilber Pan, etc. have launched their own trendy brands. However, they have also been exposed from time to time to food safety issues and trendy brands. Unreasonable pricing, etc., have caused celebrities’ own brands to frequently fall into controversy.

A single piece of yukata is 988 yuan

The pricing of the product has been complained about

Ouyang Nana, who already has multiple identities such as cellist, actor, and singer, has now added He created a new identity, launched his own brand "nabi", and officially launched the brand's first series "Yunduo Capsule Series" on November 22.

According to the "nabi" official mini program, as of press time of the Beijing Business Daily reporter, the six items in the "Yunduo Capsule Series" - eye masks, trousers, socks, scarves, sweatshirts and dolls - have all been sold. Out of stock, only bathrobes and pajama sets remain for sale.

However, while the products are selling well, controversies over "nabi" have also emerged one after another. Some people say that the prices of "nabi" products are too high. An eye mask is 148 yuan, two pairs of socks are 168 yuan, and the bathrobe and pajama set are both priced at 988 yuan, which is not commensurate with the fabric material. Industry insiders revealed that the bathrobe The cost price of the robe is about 50 yuan/piece, which also makes the doubts about "cutting leeks" intensify.

According to the Tianyancha App, Shanghai Nabi Culture Technology Co., Ltd., an affiliated company of the nabi brand, was established in August 2022 with a registered capital of 5 million yuan. Its business scope includes literary and artistic creation; cosmetics wholesale; arts and crafts and Wholesale of collectibles; wholesale of shoes and hats; wholesale of jewelry; sales of knitted textiles and raw materials, etc., which is wholly owned by Newsleepco Limited. In addition, intellectual property information shows that Shanghai Xinshengda Entertainment Group Co., Ltd. has applied to register multiple "NABI", "NABI STUDIO" and "NABI" trademarks. The international categories include fabric bed sheets, clothing, shoes and hats, advertising sales, etc., among which many The trademark has been successfully registered. A reporter from Beijing Business Daily contacted "nabi" about the current consumption doubts, but had not received a response as of press time.

It is common for celebrities to create their own brands

It is not an exception for celebrities to develop side businesses

It is not a new thing for celebrities to develop side businesses. Among many side businesses, they rely on their accumulated fame. Launching their own brands has also become the choice of many celebrities.

Reporters from Beijing Business Daily noticed that among the celebrity-created brands, there are not a few that have entered the catering industry. Stars including Joker Xue, Zheng Kai, Du Haitao, Bao Beier, and Jia Nailiang have opened stores in many places across the country. Restaurants, especially hot pot restaurants, are gradually forming chain brands. At the same time, many celebrities have launched trendy brands. For example, Huang Minghao founded the trendy brand TWOEX2, and Wilber Pan and Li Chen collaborated to open a trendy brand store NPC.

While celebrities’ own brands have been launched one after another, doubts have never disappeared, and product problems have been exposed from time to time. Just in July this year, it was revealed that the hot pot brand franchise store founded by Du Haitao was ordered to close for rectification due to irregular settings in the food processing operation area and insufficient fly and insect control. Previously, consumers complained that flies were found in the brand's hot pot soup dishes. In response to consumer questions and penalties, the hotpot brand issued an apology statement and said it would prevent the same situation from happening again.

When celebrity restaurants are frequently criticized for food safety issues, celebrity fashion brands cannot escape either. Take the fashion brand TWOEX2, which Huang Minghao opened in 2020, as an example. Many consumers believe that the products in the store are not cost-effective, and short-sleeved T-shirts are priced at more than 500 yuan, which has caused the fashion brand to be questioned many times. In January this year, the trendy brand announced the company's business adjustments and closed its Tmall, Taobao and Douyin stores.

Your own traffic is the fast track

Quality is the last word

It is undeniable that private brands founded by celebrities often gain popularity once they are launched It attracts countless eyeballs, does not lack attention, and attracts fans and more consumers to purchase. However, frequent doubts and exposed quality issues have made celebrities' own brands continue to fall into controversy.

According to Li Jie, a researcher at the digital cultural and creative industry think tank, in terms of pricing, it is difficult to measure whether the celebrity’s own brand is too expensive because the product itself contains the celebrity’s own fame and becomes the brand value. on the one hand, and price based on the target market. However, regardless of the price, celebrity brands should ensure the quality of their products. This is the legitimate rights and interests of consumers when purchasing goods.

Consumer Ms. Song told a reporter from Beijing Business Daily that celebrities’ own brands will indeed attract their attention, especially their favorite celebrities, who will also want to buy products to support them. However, in recent years, they have frequently The quality problems that emerged gradually discouraged me, and even led to my doubts about the stars.

Li Jie believes that traffic is equivalent to an accelerator for celebrities’ own brands to enter the market. Not only does it stand in the spotlight when it is born, it can quickly enter the market, but it can also rely on the fan effect and fans to expand to the outside world. The dissemination of products can gain more consumer groups, but whether it can continue on the fast track, quality is the last word. And products of poor quality will not only damage the image of the brand, but will eventually affect the star's own image and later acting career