Health care product promotion routine: write dozens of pro-test stickers a day to blow unused products to the sky
Sino-Singapore Jingwei Client, August 31 (Lin Wansi) As a last resort at 30, put goji berries in the thermos. After meals and before going to bed, swallowing 5 or 6 health-care pills has become a new way of life for "life-saving" young people.
The China-Singapore Jingwei reporter noticed that there are exaggerated health care product promotion information on some social and "grass" platforms. "Dry goods! 30+ daily essential health products for women! If you don't eat it, it will be too late!!" "50 types of pro-test! Anti-sugar whitening and acne-removing green juice enzymes!" "Is the health care products that are eaten after 90s really effective? ! Collagen liquid daily beauty and health care products?" But you may not think that the authors of these "pro-test stickers" may not know the health products they promote.
The lawyer stated that the writers of Ruanguang should not recommend or prove unused products or unreceived services. If false advertisements endanger the lives and health of consumers, they should bear joint and several liability.
Who is hyping health products?
The "2019 Health Products Industry Network Attention Analysis Report" shows that the post-90s generation has gradually become the main force in the consumption of health products, with a market share of 48.97%. This means: health products are no longer the exclusive needs of the elderly.
Although there are disputes about the efficacy of health products in reality, it is undeniable that the domestic imported health products market is expanding rapidly. The Dietary Nutrition Supplement Professional Committee of the China Chamber of Commerce for Import and Export of Medicines and Health Products pointed out that my country's dietary supplement imports increased from US$610 million in 2010 to US$3.4 billion in 2019, with an average compound annual growth rate of 21%.
Ollie (pseudonym), who is engaged in the import and export trade of health products, revealed to the China-Singapore Jingwei reporter that overseas health products entering China need "blue hats" to be sold in physical stores, and most imported health products can only be sold on cross-border e-commerce platforms sell. The "blue hat" mentioned by Ollie refers to the health food mark approved and certified by the relevant national authorities.
"In fact, in order to cater to young consumer groups, it has become more and more common for Internet platforms to use cursive notes to hype health products." Ollie said.
Feifei (pseudonym), manager of the health care product writing team, told the China-Singapore Jingwei reporter that his team is connected to health care products companies, and team members are responsible for writing health care products, and then the members’ platform accounts will send it on their behalf.
What Feifei refers to is the advertisement packaged in various forms. Writers usually hide advertisements in the article in the form of "user experience" and "assessment notes". As consumers are "planted" and purchase the products in the article, the promotion is successful.
Feifei revealed, “There are two ways to hype the concept of health care products. One is to spend money to shop drafts, and the platforms are linked to dominate the screen marketing, so that the search volume will increase; the other way is to use the celebrity effect to make Internet celebrity hype. Let the brand explode in a short time.
Feifei introduced that in terms of content, advocacy also has its own set of skills, which can be divided into "sincerity" and "incitement".
In recent years, relevant Chinese authorities have put forward many restrictions on the wording of advertisements for health products. The "Advertising Law of the People's Republic of China" stipulates that the content of health food advertisements must not contain "assertions or guarantees indicating efficacy and safety", "involving disease prevention and treatment functions", "claiming or implying that the advertised products are necessary to protect health", etc. However, in reality, it is not uncommon for Internet platform advertisements to use restricted terms to hype overseas health products.
China-Singapore Jingwei reporters found on many grass-growing platforms that some copywriting focuses on "real experience", such as "whitening and fine lines reduced after use", and each description captures the hearts of consumers. However, some details that require consumers' attention are understated, such as "small amount", "bad smell", and "will feel thirsty (can be relieved in a week)".
Some copywriting is very provocative, with frequent occurrences of "health care products that 20+ girls must eat!" "I will regret the series if I don't buy it!" "Push for life! Best use! The most cost-effective!" sentence, and even "Help prevent Disease" description.
In recent years, "resveratrol" series products have been constantly reminded and pushed on the grass planting platform, and many celebrities and Internet celebrities endorse them. A reporter from Sino-Singapore Jingwei selected one of Jeunesse’s resveratrol products, and the promotional copy stated that it is "a magical tool for disease detection. After eating a box, it will adjust wherever there is a problem."
However, a reporter from Sino-Singapore Jingwei found that the official website of the product was finally marked in English: the above product statement has not been evaluated by the US Food and Drug Administration, and this product is not used to diagnose, treat or prevent any diseases.
A reporter from China-Singapore Jingwei inquired on the special food information query website and found that there is only one "Kunmeiliang Brand Resveratrol Capsule" for domestically approved resveratrol-related health products that are still within the validity period. The main raw material is Resveratrol, calcium carbonate and starch, and its health function only increases bone density.
Write dozens of "pro-test stickers" a day
Feifei revealed that high-traffic health care product notes usually have the characteristics of originality, exquisite pictures, and detailed experience in use, as well as various expressions. Put the product name at the beginning of the copy, and it will be reflected in the search results of this keyword after the notes are included.
When asked whether the writers have used the health products they want to promote, Feifei bluntly said: “Professional health product writers don’t need to use the product. Health products need to be taken for a long time to be effective, and writers have to write a day. Dozens of articles on health care products of different brands are simply impossible in time."
"This is the case in the health care product industry. It is impossible to guarantee that everyone will have the effect of publicity. The health care products are soft and widely used." Feifei said.
Ollie pointed out that most of the health products need to be taken daily, the demand is large, and the frequency of repurchase is high. The "harmless" nature of health care products makes it even more so that they find a common audience and move from market segments to the mass market.
Feifei introduced that her team made fine notes with a price of 20 yuan for 300 words. In addition to writing on behalf of the software, Feifei's team also has agency business.
According to reports, the note generation depends on the number of fans, and the price of a note ranges from 10 yuan to 50 yuan within a thousand fans. If the number of fans on behalf of the sender exceeds 10,000, it needs to be discussed separately, and the price starts from 2,000 yuan.
Feifei suggested that for the promotion of health products, it is best to vote for 100 soft ads, and then invest a portion of the money for the promotion of the talent. "The exposure rate of a good account is very high." After that, Feifei sent a list of ID numbers to the China-Singapore Jingwei reporters for selection. The China-Singapore Jingwei reporter noticed that after each code is issued, the number of fans and the number of likes are indicated. At most, it reaches 7,000 followers and the number of likes exceeds 20,000.
A reporter from China-Singapore Jingwei checked the Daren account with the highest number of praises and found that the note with the highest number of praises is not a health care product soft note, but a food video. For the top three Zan Zang numbers, most of the Zang Zang numbers do not exceed two digits.
List of proxy numbers
According to Feifei, all the manuscripts in the writing industry are delivered now, and most teams have not signed promotion agreements with health care products companies.
Lawyer: If there is a problem with the product, the writer is responsible
Shi Lichen, the founder of Beijing Dingchen Management Consulting Co., Ltd., introduced to the Sino-Singapore Jingwei client that domestic health products are mainly targeted at middle-aged and elderly people, and overseas health products are the domestic young people's market. However, overseas health products are not well-known in the country and need to be marketed through hype concepts.
"Chinese consumers hope that health products will be effective in a short period of time. Part of the publicity captures young people's anxiety about health conditions, exaggerates the efficacy of health products, and hype ingredients and concepts." Oli said.
In response to the phenomenon of hype about the concept of health products, Shi Lichen pointed out that this may lead to the contempt of product development in the health product industry. "Nowadays, the health care product market has had a big problem. Companies have spent a lot of effort to develop products. After they are introduced to the market, other health care products companies are rushing to produce the same products. In this case, who is doing research and development?"
Shi Lichen explained that unlike medicines, health care products have patent protection. They must publish a formula list. Although I don't know the ratio of various ingredients, it can be adjusted to different flavors. This is why the same product from different companies on the market has different flavors.
Meng Bo, a lawyer from Beijing Jingshi Law Firm, told the Sino-Singapore Jingwei client that soft articles such as "user experience" and "assessment notes" are based on the user's point of view to describe their experience of using the product. Because it is paid for writing and published on social platforms and shopping websites, it can promote promotion and induce sales, so it has the nature of advertising endorsements.
Article 38 of the "Advertising Law of the People's Republic of China" stipulates that when advertising spokespersons recommend and certify goods and services in advertisements, they shall be based on facts, comply with the provisions of this law and relevant laws and administrative regulations, and shall not be used for unused Products or services that have not been accepted as recommendations and certifications.
Fictitious product performance in promotional slogans and exaggerated use effects are suspected of violating the "PRC Advertising Law" and constitute false publicity.
Meng Bo believes that if the products on the platform do not meet the requirements for the protection of personal and property safety, and e-commerce operators sell products that are prohibited by laws and administrative regulations, the e-commerce platform operators shall comply with the According to Article 29 of the Law, necessary disposal measures shall be taken in accordance with the law and reported to the relevant competent authority.
Meng Bo pointed out that for acts that publish false advertisements, deceive and mislead consumers, and damage the legitimate rights and interests of consumers who purchase goods or receive services, advertisers need to bear civil liability in accordance with the law; for goods or services related to consumers’ lives and health The advertising operators, advertising publishers, and advertising spokespersons shall bear joint and several liability with the advertisers for acts that cause damage to consumers due to false advertisements. Consumers who have suffered damages can sue the court for compensation according to law, and can also file complaints and reports to the supervisory authority according to law to protect their legitimate rights and interests. (Zhongxin Jingwei APP)
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