Young people become keen on "pulling weeds"
Our reporter Yuan Lu
Along with frequent "stepping on thunder" and "grass planting" when the economic downturn, young people began to be keen on online "pull the grass", and even fell into new consumption routines.
There is a big gap between the net map and reality
During the National Day, after taking the subway for nearly an hour and the bus for three and a half hours, Xiao Chan finally came to the Jinhai Lake Scenic Area, known as the "Little Switzerland" in the suburbs of Beijing, and went straight to the camping camp.
And one day later, she lost her interest: "It's too far from the post on the Internet. There are too many people in the scenic spot. After the rain, many people’s tents got water. My own tent has several corners. Hole."
Not long ago, #小红书的网图滤镜有多强# was once on Weibo's hot search, and the comparison between the two groups about pink beach and grassland camping went viral.
In the photo of the blogger of Xiaohongshu, the “Girl's Heart Beach” in Fuxian Lake, Chengjiang, Yunnan, is pink from water to sand, but the actual photos taken by netizens are nothing more than brick-red bare land scattered with gravel.
Another netizen who went to the Fuhe Wetland in Wuhan also found that the Miyazaki animation grass that was claimed by the Internet celebrity blogger was "wrong version": not only the grass is sparse and the ground is loess, the surrounding area is full of cars, and there is also a place of garbage.
"The gap between the net map and the reality is a little bit big. It doesn't matter if you don't say it is exactly the same." The netizen said.
Beauty, skin care, small household appliances and other "grass notes" are also the hardest hit areas for consumers to call deceived.
"Obviously it is a facial cleanser with potassium hydroxide as a strong base clearly written in the ingredient list. A group of bloggers also claimed to be a mild amino acid cleansing, which caused my face to be washed and dried." Elementary school teacher Ms. Ling said, There are countless difficult-to-use beauty products that bloggers "must-recommend", which makes people "follow one pit after another."
Long memory after stepping on thunder many times
"After stepping on mine many times, I have a long memory. If I like a product, I will definitely go to the'reverse' search, looking for Tucao posts, avoiding pit posts, and often ten things can dispel eight wanting to buy." Ms. Hu, an Internet practitioner, said.
"When a small crowd or a new product suddenly becomes popular, especially if many bloggers recommend it in the same month, you must be vigilant. It is likely to be a marketing post of'Qiafan'." Xiao Lou, a media person, told reporters Saying that a certain product has suddenly become popular, it may be that it has entered the "intensive promotion period." "Especially many small bloggers suddenly and professionally analyze the ingredients of a certain beauty product, and I generally decisively'pulling the grass' , They are most likely to have script materials provided by merchants uniformly."
The reporter noticed that professional "mine clearance", "pit avoidance" and "weeding" sharing posts have also emerged on major social platforms.
"Don't buy these thunder products", "Tucao of tasteless daily necessities", "expensive and difficult to use! A guide to avoiding lightning and pits and saving money"... In these posts, bloggers concentrated on "criticizing" many Internet celebrity brands and consumption The readers also complained about their failed shopping experience in the following posts, and many likes more than tens of thousands.
"'Weeding weeds' is a functional requirement to return to the basics and return to the commodity society." Pan Helin, executive dean of the Institute of Digital Economy, Zhongnan University of Economics and Law, said that young people are beginning to be keen on weeding, not just anti-consumption. Doctrine is also the inevitable development of the commodity society, and it is a manifestation of consumers' maturity.
Be wary of "pulling weeds" as a new consumption routine
However, behind the industry chain of "grass notes", "grass notes" has become a new routine.
According to the reporter's investigation, after the brand manufacturers that needed to "plant grass" provided marketing recommendation requirements, a large number of black production groups provided the service of writing and issuing packages for Xiaohongshu at a price of 30 to 50 yuan according to demand.
"1500 yuan a month, we guarantee that the included notes can be ranked in the top few of the keywords." A data operation agent told reporters.
However, as the number of fans of professional "pull grass" bloggers continues to grow, some seemingly objective and fair "red and black lists" have embarked on the road of commercial realization, hiding new routines of "Qiafan".
"Some bloggers will insert recommended products into the'red list' for promotion, or use the'black list' to charge relevant brands for'withdrawing the list'." Li Ni, a short video KOL trading platform, told reporters, "Dare to say "Truth" has gradually become a traffic business.
"Some time ago, many life bloggers complained that vacuum cleaners and curling irons of a well-known brand were not easy to use. They personally evaluated the'weeding' and recommended the same domestic brand's'big-name replacement'." Ms. Ling said that she would After buying the domestic brand of vacuum cleaner home, I found that the dust removal and hair removal function did not achieve the effect of many anchors' evaluation. The product."
“Grass planting and weeding are actually ways to monetize traffic, but the industry still needs to be regulated.” Pan Helin said that for “planting grass” and “weeding”, the corresponding platform needs to be monitored and followed up to delimit false propaganda. , And set up a negative list to prevent unscrupulous merchants from using the "herd effect" and the multiplier effect spread through the Internet to deceive consumers for profit.