汪小菲再「发疯」，麻六记也卖不动了

Core Viewpoint - The article discusses the recent controversies surrounding Wang Xiaofei and his brand, Ma Liu Ji, highlighting the impact of his erratic behavior on the brand's performance and public perception [4][11][30]. Group 1: Wang Xiaofei's Controversial Actions - On January 5, 2025, Wang Xiaofei publicly criticized Douyin's vice president Li Liang, claiming he was unfairly judged and announcing plans to sue him [6][10]. - This outburst was linked to a previous announcement by Douyin regarding the banning of accounts, including Wang's, for exploiting the death of his ex-wife, which he vehemently denied [10][11]. - Wang's unpredictable behavior has led to a perception of instability, which is seen as a significant risk for the Ma Liu Ji brand [11]. Group 2: Ma Liu Ji's Business Performance - Ma Liu Ji's revenue heavily relied on live-streaming sales driven by Wang Xiaofei and his mother, Zhang Lan, contributing to monthly sales exceeding 100 million yuan [14][18]. - Following the ban of their accounts, the brand struggled to maintain sales, leading to a "human sea tactic" where employees took on live-streaming roles, resulting in temporary spikes in sales [15][16]. - However, this initial success was short-lived, with significant drops in viewership and sales following the initial surge [18]. Group 3: Challenges and Risks - The brand faced operational challenges, including the closure of several stores, which were attributed to poor performance and failure to meet commercial requirements [20]. - Ma Liu Ji also encountered food safety issues, with products being recalled due to contamination, raising concerns about quality control and reliance on third-party manufacturers [21][22]. - The launch of a new sub-brand, "Xiao Ma Liu," aimed at lower-tier cities, appears to be a strategic retreat in response to declining performance in the main brand [22][29]. Group 4: The Impact of Public Image - Wang Xiaofei's public persona, characterized by dramatic personal events, has been both a marketing tool and a liability for Ma Liu Ji, with sales often spiking during personal controversies [25][26]. - The brand's sales were significantly boosted by public interest in Wang's personal life, but this reliance on sensationalism has led to a volatile business model [29][30]. - As public interest wanes, the brand faces the challenge of sustaining sales without the backing of Wang's controversial public image [30].