On the evening of July 12, 2024, Luo Wangyu, the first brother of Douyin beauty, released a new work after 5 months of silence, announcing the CSS olive refund plan and deciding to "withdraw from the network" and leave for a period of time. This news is like a bombshell, causing an uproar on the short video platform.
Luo Wangyu was once a top Internet celebrity with more than 20 million fans on the Douyin platform, and the highest amount of goods for a single video exceeded 13 million yuan. However, this once glamorous beauty blogger is now caught in the whirlpool of refund turmoil.
"All users who have purchased CSS olive essence in Luo Wangyu's account, whether it is a live broadcast or a window, will be refunded to you in full by my Luo Wangyu. Luo Wangyu said in the video. These words were like a thunderbolt that shocked countless netizens. You know, this product alone sold 150 million yuan on his account, which is enough to make people gasp.
Luo Wangyu's actions can't help but be reminiscent of the ancient "scraping bones to cure poison". He chose to refund out of his own pocket, undoubtedly apologizing to fans in the most direct way. This kind of determination of a strong man to break his wrist may be able to redeem the trust of some fans, but at the same time, people can't help but sigh: The world of Internet celebrities is really changing rapidly!
However, it didn't end there. Luo Wangyu also said in the video that he had long since found that he was no longer needed as he once was, but he had never accepted it so much. So now decided to leave for a while. These words sounded quite sad, as if a lonely martial arts master chose to retire from the rivers and lakes.
As soon as Luo Wangyu's video was released, it immediately sparked heated discussions on the Internet. Some praised him for taking responsibility, while others questioned whether it was just a marketing show. Regardless, the video did hit a buzz. It is reported that as of noon on the 14th after the incident, Luo Wangyu's Douyin account has lost more than 1.35 million followers. This number may keep many Internet celebrities awake at night.
Looking back on Luo Wangyu's road to "withdrawing from the network", I have to mention the "CSS olive essence" incident that occurred in February this year. At that time, some beauty bloggers tested 6 products, including "CSS Olea Europaea Extract", and the results showed that the "CSS Olea Europaea Extract" containing olea europaea leaf extract in the record did not detect oleuropein and hydroxytyrosol. This result undoubtedly brought a huge blow to Luo Wangyu.
In the face of doubts, Luo Wangyu did not choose to escape. He said on March 2 that he had not only sent a lawyer's letter to the brand "CSS", but also reported CSS to the city supervisor for suspected false advertising. Luo Wangyu also promised that if he wins the lawsuit, the brand will compensate the consumer for the loss, and if he loses the lawsuit, he will compensate himself. This attitude has to be said to be quite tough.
However, things don't seem to be going in the direction Luo Wangyu expected. After a few months, he chose a full refund and "retired from the network". This decision may be the result of careful consideration, or it may be a reluctant move.
Luo Wangyu's experience can't help but remind people of another former Internet celebrity-Luo Yonghao. is also an anchor with goods, and also encountered product quality problems, and finally chose to refund. The difference is that Luo Yonghao chose to continue to insist, while Luo Wangyu chose to withdraw temporarily. These two different choices may reflect their different personalities and ways of doing things.
Luo Wangyu's "withdrawal from the network" incident has also triggered people's thinking about the Internet celebrity economy. In this era of information explosion, how can influencers maintain long-term appeal? How do you find a balance between business interests and personal credibility? I am afraid that every Internet celebrity needs to think seriously about these questions.
Interestingly, at the same time that Luo Wangyu announced his withdrawal from the Internet, another beauty blogger, Li Jiaqi, was working hard to bring goods in the live broadcast room. The comparison between the two can't help but sigh: The world of Internet celebrities is really one and the other!
Luo Wangyu's withdrawal from the net also reminds people of the old saying: "The tree falls and the tree scatters". What used to be 20 million followers has now lost 1.35 million. This figure may make some people gloat, but many more may feel sorry. After all, Luo Wangyu did bring a lot of new things to the beauty industry.
However, we cannot ignore the cautionary tale behind this incident. As an influencer with huge influence, every decision Luo Wangyu makes can affect thousands of fans. Are you really doing your due diligence when recommending products? When you encounter a problem, can you apologize to your fans in a timely and sincere manner? These questions are not only what Luo Wangyu needs to think about, but also what every Internet celebrity should take seriously.
Luo Wangyu's "withdrawal from the net" may only be temporary. But this event will undoubtedly become an important node in the history of the development of the Internet celebrity economy. It reminds us that in these fast-changing times, credibility and responsibility are more important than traffic.
Finally, let's summarize this incident in one sentence: the world of Internet celebrities is like walking a tightrope, and if you are not careful, you may stumble. But as long as you are sincere, even if you fall, you still have a chance to get back up. What does the future hold for Luo Wangyu? Let's wait and see.