Group 1 - The core point of the news is that Liaoning Dihua MSG Food Company has officially terminated its endorsement contract with actress Yan Xuejing for the "Zuo Xiang Yuan" brand and related products as of January 11 [1][10] - The company will expedite the update of promotional materials and the removal of existing inventory packaging to present a new brand image to consumers as quickly as possible [11][10] - The decision follows a trend where another brand, "Tong Chu," also planned to terminate its collaboration with Yan Xuejing due to negative publicity surrounding her, which has affected their sales [16][6] Group 2 - Yan Xuejing has faced multiple controversies recently, including comments made during a live stream that were perceived as disconnected from ordinary people's lives, leading to public backlash [17][6] - Following the controversies, her social media accounts on Douyin and Kuaishou were banned from gaining followers, despite having over 20 million fans [7][17] - The Central Academy of Drama issued a statement clarifying misinformation regarding her son's education, which has also attracted public attention [18][6]

Group 1 - Yan Xuejing, a Chinese actress, revealed during a live stream that her son's family income is insufficient, stating "just earning a few hundred thousand cannot sustain the family," which led to public backlash and calls to boycott her endorsed products [1][4] - Following the controversy, Yan Xuejing's accounts on Douyin and Kuaishou were banned from gaining followers, despite having over 20 million followers on one platform [1] - The brand "Tongchu" for which Yan Xuejing has been a spokesperson for over ten years decided to sever ties with her, halting all production and incurring losses due to unusable packaging featuring her image [4][6] Group 2 - The brand's representative, Mr. Zhang, indicated that they would not consider using celebrity endorsements in the future due to the high risks involved, opting instead to focus on product quality and self-promotion [6] - Yan Xuejing's son, Lin, stated that they have not responded to the controversy, claiming that all online responses attributed to them are false [9] - Recent data shows that Yan Xuejing's Douyin account gained 314,800 new followers recently, with estimated advertising rates for her videos ranging from 73,000 to 120,000 yuan depending on the length [11]

Group 1 - Yan Xuejing, an actress, revealed her son's income during a live stream, stating that they earn "only tens of thousands," which is insufficient to sustain their family, leading to accusations of "showing off wealth" [1][3] - Following the controversy, the company behind the brand "Tongchu," which Yan endorses, is in discussions with her team regarding contract termination and compensation for losses [1][3] - The spokesperson for "Tongchu" indicated that the brand has experienced a high return rate since the controversy, negatively impacting its reputation, and they are currently working on new packaging [3] Group 2 - Multiple social media accounts of Yan Xuejing have been restricted from gaining followers, indicating a significant backlash against her [4]

Core Viewpoint - The controversy surrounding actress Yan Xuejing's comments about her son's income has led to significant backlash, resulting in her brand endorsement being terminated and the associated product line being halted [1][14][17]. Group 1: Yan Xuejing's Income Disclosure - Yan Xuejing revealed during a live stream that her son and daughter-in-law's combined annual income is less than 400,000 yuan, stating that a household requires at least 800,000 yuan to sustain itself [1][8]. - This disclosure has sparked criticism from netizens, who accused her of "crying poor" while indirectly flaunting wealth [1][8]. Group 2: Brand Impact and Response - Yan Xuejing has been the brand ambassador for "Tongchu" seasoning for over ten years, but the company has decided to sever ties with her following the controversy [14][17]. - The company has halted all production and is currently working on new packaging that does not feature Yan's image, incurring costs related to material waste and production delays [17]. - The brand's representative indicated that they will not consider using celebrity endorsements in the future due to the associated risks [18].

Core Viewpoint - The emerging hair care brand Befe has faced backlash from fans of its newly announced spokesperson, Zhang Hao, leading to a public relations crisis and legal action against false information spread online [1][12][15] Brand and Market Context - Befe, established in 2019, focuses on scalp care and hair repair, offering products like shampoos and leave-in sprays [13] - The brand appointed Zhang Hao, a prominent member of the K-pop group ZEROBASEONE, as the spokesperson for its dry spray series, aiming to leverage his popularity for market expansion [13][14] Fan Backlash - Following the announcement, many fans expressed dissatisfaction on social media, questioning the brand's alignment with Zhang Hao's image and raising concerns about product safety and the brand's reputation [1][2][12] - The backlash escalated quickly, with fans posting comments like "boycott low-end endorsement" on Befe's official social media [2] Legal Response - In response to the negative publicity, Befe issued a statement clarifying its position and announced legal action against those spreading false information about the brand [1][11][12] - The brand emphasized that the choice of Zhang Hao as a spokesperson was part of a strategic plan developed over several months, countering claims that the decision was made in reaction to the backlash [12] Brand Performance and Strategy - Despite the controversy, Befe has established a presence on major e-commerce platforms, with significant follower counts on Tmall and Douyin, and has achieved over 10 million yuan in offline sales [14] - The brand's flagship products, including the dry spray and an avocado repair mask, have performed well in sales rankings, indicating potential despite the current crisis [14] Industry Insights - The incident highlights the dual-edged nature of celebrity endorsements in the beauty industry, where the potential for increased visibility can be countered by the risk of negative public sentiment [16][18] - Brands are advised to maintain a balanced approach to leveraging celebrity influence while ensuring product quality and brand integrity to avoid backlash [18][19]