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There is a clear difference between celebrity and professional anchors in their sales behavior

There is a clear difference between celebrity live streaming and professional live streamers in terms of their live streaming behavior. Celebrity live streaming usually refers to some well-known entertainment stars or internet celebrities recommending products to fans and selling them through live streaming or other forms. Professional live streamers refer to those who specialize in live streaming and selling products. They usually have rich product knowledge and sales skills, and can attract audiences and achieve sales targets through professional live streaming content.

Celebrities rely more on their own popularity and fan base to sell products. They usually do not have professional product knowledge and sales skills. In many cases, they simply recommend products to fans without a deep understanding of the product's features and advantages. Professional anchors, on the other hand, have undergone special training and learning, and can better understand the product, and can introduce the advantages of the product to the audience through professional live broadcast content, thereby improving sales results.

Celebrity-led product promotion relies more on fans’ emotional identification and admiration to make sales. Due to the celebrity’s fame and influence, many fans will buy celebrity-recommended products for the purpose of star-chasing, rather than because of the quality and practicality of the product itself. Professional anchors pay more attention to the quality and practicality of the product itself. They will let the audience understand the characteristics of the product through professional evaluation and introduction, thereby increasing consumers’ trust in the product and their desire to buy.

Celebrities are often more subject to the influence of merchants and brands, and they usually choose partners and recommend products based on commercial interests and contractual agreements. Professional anchors, on the other hand, focus more on their own professionalism and objectivity. They will evaluate and recommend products based on their actual conditions and will not be influenced by merchants and brands.

There is a clear difference between celebrity and professional anchors in their sales behavior. Celebrities rely more on their own popularity and fan base to sell products, while professional anchors pay more attention to the quality and practicality of products, and can attract viewers and achieve sales targets through professional live content. When consumers choose to buy products, they should pay more attention to the quality and performance of the product itself, rather than blindly following the recommendations of celebrities.

With the rise of e-commerce platforms and the prevalence of celebrity endorsements, celebrity endorsements have become a new marketing model. However, the recent frequent failures of celebrity endorsements have attracted widespread attention. How should we view this phenomenon?

First of all, the frequent failure of celebrity promotions may be related to the celebrities’ own professional knowledge and understanding of products. As public figures, celebrities’ image and reputation have a huge influence on brands. However, not all celebrities have sufficient product knowledge and professional qualities to promote products. Therefore, some celebrities may have problems such as inaccurate product introduction and incorrect usage during the promotion process, resulting in failures.

Secondly, the frequent failures of celebrity endorsements may also be related to the quality and performance of the products themselves. Some celebrity endorsements of products do not meet consumers' expectations in terms of quality and performance, causing consumers to encounter various problems after purchase, thus affecting the celebrity's image and reputation. This also reminds celebrities and brands to be more cautious when choosing cooperative products to ensure that the quality and performance of the products can be guaranteed.

The frequent failure of celebrity endorsements may also be related to consumers' expectations of celebrity endorsements. As celebrity endorsements become more popular, consumers' expectations of celebrity endorsements are also getting higher and higher. They hope to buy high-quality products through celebrity endorsements and get a better consumer experience. However, some celebrity endorsement products have failed to meet consumers' expectations, leading to failures.

The frequent failure of celebrity endorsements can be considered and solved from multiple angles. First, celebrities should fully understand and test the products before endorsement to ensure the quality and performance of the products and avoid failure. Secondly, brands should be more cautious when choosing celebrities to endorse products, and choose celebrities with professional knowledge and good reputation to cooperate with to ensure the maximum effect of endorsement. Finally, consumers should also be rational when purchasing celebrity endorsement products, fully understand and compare the products, and avoid unnecessary losses due to blindly following the trend.

The frequent failure of celebrity endorsements is a complex issue that requires the joint efforts of celebrities, brands and consumers to solve. By strengthening celebrity product knowledge training, improving product quality and performance, and promoting rational consumption, we can effectively reduce the occurrence of celebrity endorsements failures and promote the healthy development of the celebrity endorsement industry.