Net celebrity ice cream is the most expensive one at 66 yuan, why is the false advertising fined 9,000 yuan?

　　Wen\Ke Jinxiong

　　The Internet celebrity product Zhong Xuegao ushered in the largest traffic since its establishment, and it was connected to a few hot searches on Weibo, but unfortunately it was mainly negative.

　　A few days ago, the topic #钟薛高雪糕最expensive 66 yuan# rushed to the hot search on Weibo.

The reason is that its founder Lin Sheng said in a video, "It's at that price, do you like it or not".

On the afternoon of the 16th, senior official Zhong Xue refuted the rumors that Lin Sheng’s above remarks refer to the price of a raw grapefruit. He reserves the right to pursue legal investigations by spreading malicious rumors with ulterior motives.

　　However, this refutation did not restore much of Zhong Xuegao's image. On the contrary, he was found out of the incident of being punished for false propaganda two years ago and once again ranked tenth on the hot search list.

On the evening of June 17th, @钟薛高 released an explanation of the two fines, saying that he once again solemnly apologized to everyone for the mistakes he made and the trouble it caused to everyone.

Because of this apology, I went on a hot search again.

　　The continuous impact of negative public opinion is a major crisis of brand image for an Internet celebrity brand such as Zhong Xuegao that is good at marketing.

In fact, all Internet celebrity brands that started with online marketing may face a crisis like Zhong Xuegao when they enter the mass market from niche preferences.

The seeds of this crisis have been planted since the beginning of the brand establishment.

　　In March 2018, Zhong Xuegao was established in Shanghai.

Zhong Xuegao is derived from the homophony of "Chinese ice cream". With the help of the influence of the national tide among young people, Zhong Xuegao entered the market as a local high-end ice cream, and the price directly matched the imported brand. Hermes".

　　The consumption concept of young people is completely different from that of the previous generation. As young people on the Internet, their consumption psychology is no longer to satisfy material needs, but more to satisfy spiritual needs. They will pay more attention to the personality and cultural significance of the product.

At the same time, they will regard consumption as a social behavior and are very receptive to "planting grass" in the circle.

　　Zhong Xuegao captured the consumer psychology of young people, and used traditional Chinese building tiles in the shape of ice cream, which not only met the cultural needs of the young people of the country, but also reflected the personality of young people.

At the same time, raw materials that meet the price positioning are selected in the selection of materials.

With the promotion, Zhong Xuegao's brand image was created.

　　Cultural demand is a very imaginary concept. If you really want to penetrate the young people's market, the key lies in publicity and convey your brand culture to potential young customers through packaging.

This step is a step that almost all Internet celebrity brands are very good at, but it is also the most problem-prone step for all Internet celebrity brands.

　　A new brand, in the absence of a user base, wants to quickly gain user attention and highlight its own uniqueness is the best way.

And this kind of prominence can easily slip into the cliff of false propaganda, and Zhong Xuegao is not immune to this issue.

　　The grade is bulk/first grade red extract, which is advertised as special grade red extract; the matcha powder made from various varieties of fresh tea tree leaves is said to only use Japanese Yaboku tea; the sliced ​​cheese did not win any awards, but claimed It is China's first top aged cheese; what is even more exaggerated is that Zhong Xuegao's ice cream is made with only ten production equipment in the world.

　　False propaganda has indeed created a distinctive high-end image of Zhong Xuegao, which has attracted a lot of attention. On some social media, cursive articles about Zhong Xuegao have also been launched.

However, compared with Zhong Xuegao's huge brand attention, the punishment of false propaganda does not seem to be painful.

　　In 2019, Zhong Xuegao was fined 6,000 yuan and 3,000 yuan by the market supervision department.

According to the "Advertising Law", if false advertisements are published, the market supervision and management department shall order to stop the advertisement, order the advertisers to eliminate the impact within the corresponding scope, and impose a fine of three to five times the advertising cost. The advertising cost cannot be calculated or If it is obviously low, a fine of not less than 200,000 yuan but not more than 1 million yuan shall be imposed.

　　The advertising fee on which Zhong Xuegao was punished was the production cost of the publicity webpage, which was only 1,000 yuan.

Compared with the brand effect after the spontaneous spread of the Internet, the real value of this 1,000 yuan spent.

Compared with the brand premium, the penalty of only 9,000 yuan is not worth mentioning.

　　Zhong Xuegao is also not the first Internet celebrity brand to establish its own brand image due to false publicity. Before Zhong Xuegao, the Internet celebrity drink "Vitality Forest" quietly changed its promotional content, from the original "zero" which focused on the concept of health. "Sugar" has become the now puzzling "Zero Cane Sugar", and the Chinese character "気" on the bottle body has become the Chinese character "Qi". It has been restored from pretending to be a Japanese brand to the true identity of a national brand.

　　Compared with Zhong Xuegao, Yuanqi Forest does not need to apologize, and just a letter to the user will wipe out the original matter.

Those users who are deceived are tantamount to paying the "IQ tax", not to mention those who blindly believe in "zero sugar" propaganda, leading to unreasonable sugar intake.

　　Whether it is the "Hermes of the ice cream industry" such as Zhong Xuegao or the "new concept beverage brand" such as Yuanqi Forest, brand marketing is the most important part of its start.

All Internet celebrity brands like them do not hesitate to use the most exaggerated vocabulary to occupy the attention of users in the first time, so as to implant a personalized image in their brains and develop them into a brand "tap water".

　　Through the amplification of network traffic, the benefits of these Internet celebrity brands due to false propaganda are often incalculable.

A webpage picture of 1,000 yuan, the brand premium that can be obtained can completely cover the fine, may I ask which other online celebrity brand can resist the impulse of breaking the law?

May I ask which other internet celebrity brand cares about the user’s right to know?

　　Among the provisions of the "Advertising Law", the regulatory authorities still use fines, but they ignore the sentence in front of this provision that "orders advertisers to eliminate the impact within the corresponding scope."

If it is only a fine, it will not hurt the Internet celebrity brand. After all, the brand image has been built, and a little fine is not a concern.

But once the impact is required to be eliminated, the previous efforts of the brand may be in vain. This is probably the most feared punishment for the brand.

　　If the regulatory authorities can ask Zhong Xuegao to eliminate the impact from the very beginning, I believe Zhong Xuegao will not arbitrarily challenge the provisions of the Advertising Law.