The responsibility behind the star brand rollover aura can not be ignored

　　Recently, the clothing brand "DSP" short down jacket founded by Joker Xue was notified and publicized by Shanghai State Administration for Market Regulation due to the unqualified filler. As soon as this matter came out, it caused widespread discussion in society. This incident is not only a simple quality problem, but also exposes the lack of responsibility behind the cross-border operation of stars-some stars enjoy the economic benefits brought by the "halo", but ignore the product quality and consumer rights, losing their basic responsibilities and bottom line as merchants.

　　In recent years, with the rejuvenation of the consumer market, it is not uncommon for stars to create their own brands across borders, and various "street brands" are also emerging one after another. The business logic behind it is obvious-stars, as public figures, have a high reputation and a huge fan base. Their "aura" undoubtedly brings huge traffic and attention to the business fields they are involved in, and fans often spend a lot of money out of their love for stars and are willing to pay for them.

　　Consumers believe in stars and love to spend, and stars should give back to consumers with better quality and service. However, in reality, from the clothing industry to the catering industry, star brands often "roll over". Star entrepreneurship should have been a beautiful thing of "two-way trip". Why is it always "opposite"? The reason is that some stars only enjoy the "halo" bonus blindly, but lack the sense of responsibility; Pursue economic benefits blindly and ignore quality problems. However, it must be understood that ordinary businesses still have to bear the responsibility to consumers, let alone stars who eat the "halo" welfare. While playing the signboard of a star, while doing immoral activities, how can what you do not make consumers feel chilling?

　　The market needs industry norms, and stars should take responsibility. This requires them not only to pay attention to commercial interests, but also to the rights and welfare of consumers. In all aspects of production and sales, stars should actively participate in and supervise to ensure the quality and safety of products; When problems arise, stars should be brave enough to take responsibility and take timely measures to solve them, instead of trying to escape or shirk their responsibilities. In short, in cross-border operations, stars should not only be spokesmen of brands, but also be good image shapers of brands, and should have long-term vision and social responsibility. Only by taking a long-term view can we be stable and far-reaching. Focusing on "petty profits" and ignoring the rights and interests of consumers is tantamount to playing with fire and setting ourselves on fire.

　　The unqualified sampling inspection of down jackets in Joker Xue is a wake-up call, reminding the stars that while enjoying the aura, they should also assume their due social responsibilities and obligations. Only by providing consumers with truly valuable products and services can we truly achieve a win-win situation of commercial value and social value.