What is the "face-changing of Sichuan opera" for the bloggers who visit the shop?
The reporter investigates the true side of the shop and the bloggers of the shop
□ Zhang Shoukun, a trainee reporter of this newspaper
□ Our reporter Zhao Li
"26 (RMB), it's so expensive" "The fried sauce noodles are almost overwatered, oh, what kind of fried sauce is this, I can't eat this"... In the video, the blogger took out a jar of fried sauce from his bag and started Bring the goods, "This is the real old Beijing fried sauce, 200 grams a can, you will know when you compare these two sauces..."
"26 yuan is really not expensive", "this little sauce is awesome", "there is really a kind of taste that my mother made at home"... In the video, the blogger took a few mouthfuls, gave a thumbs up and praised, "I I can tell you responsibly, the fried sauce noodles of ××× are really authentic.”
This is last November, an online celebrity with more than one million fans on the online platform released two store-exploring videos with diametrically opposed attitudes, but they were exploring the same product.
This move caused a large number of netizens to complain: "Compared to fried sauce, his 'Sichuan Opera face changing' is called authentic. His attitudes are completely opposite, and it is difficult to say that he is not motivated by interests."
The so-called shop visit means that when people go to a certain place to eat, drink, and play, they share their experiences and feelings on the online platform by recording short videos, taking pictures, or location positioning.
Some people saw the business opportunities. At present, major online platforms have settled in a large number of bloggers, and some of the top bloggers have more than 10 million fans.
With the rise of shop shop, the controversy caused by this is constantly. Some of them have disputes with merchants after negative comments from shop shop bloggers, some of them do not act seriously after receiving money, and some of them have poor publicity results, and some of them have false publicity. , There are also people who want to eat Bawang meal in the name of Tandian, and the attitudes of many consumers and businesses to Tandian and Tandian bloggers are also changing.
Recently, a reporter from the Rule of Law Daily conducted an in-depth investigation into the phenomenon of shop-exploration, revealing the true side of shop-exploration and shop-exploring bloggers.
Some people think that visiting the store can be used as a reference
Some people think that few people tell the truth
"There are a lot of coins in the shop, and the real and fake cooks said, XX restaurant, four people, 451 yuan..." Upon hearing this, Ms. Wang, a citizen of Beijing, knew that her husband was watching the video of the shop again.
Ms. Wang expressed her incomprehension about her husband Mr. Wang's hobby: "There are still a few who are telling the truth when they visit the store. They are always a century-old store. When you eat sweet, they are soft and glutinous, and when you eat spicy, they are It's delicious and spicy, and the hot pot is smooth and chewy, just like reading a manuscript, I will memorize it when I hear it."
Mr. Wang immediately waved his hand and put forward a different opinion: "The situation you mentioned is true, but the bloggers I follow every day are different from others. This blogger turned out to be the head chef of a five-star hotel. Comments It is very professional, and it is a real consumer with a true temperament. If the food is good or bad, he will directly comment and give the reason for everyone's reference. I have been to several stores he visited before, and I think his evaluation is very accurate. "
In fact, many people in life, like Mr. Wang, pay attention to visiting stores and choose suitable consumption places.
Many consumers from Beijing and Tianjin said in interviews that there are many and various kinds of food now, especially when traveling to other places, if you want to choose a good restaurant, the video and evaluation of the store will provide you with a convenient way. refer to.
Some interviewees said that while watching some "immersive shop visits", bloggers ate various delicacies to satisfy their curiosity and appetite.
In this regard, Ms. Wang disagreed: "I believed my husband once before, went to a shop recommended by a shop-exploring blogger, and ordered the dishes recommended in the video. As a result, the dishes were not only a lot less, but the taste was not good. Good. I don’t know why there are still shopkeepers and fans rushing to spend with these shop-exploring bloggers.”
In addition, another reason why she is "hostile" to the bloggers who visit the shop is, "This group of people eats and drinks everywhere, and they make money by reading manuscripts. It's too easy to make money."
After visiting the store, there are merchants whose business is on fire
Some merchants are dissatisfied and feel cheated
Affected by the recent epidemic, there are far fewer pedestrians on the streets of Heping District, Tianjin than usual.
But near Binjiang Avenue Commercial Street, a Sichuan restaurant was already full of people at 4 pm on January 16.
Before coming, the reporter saw a lot of videos or evaluations about the store on multiple online platforms.
The restaurant owner bluntly said that at the beginning of the store, he wanted to build an online celebrity store, and the tableware and decoration in the store were unique.
"During the preparations for opening the store, I have already contacted the local store explorers to ensure that 10 experts will come to visit the store in the form of video or live broadcast on the day of the store opening. After the official opening, I also paid a lot of money to invite someone to visit the store. Celebrities come to explore the store. If some out-of-town Internet celebrities come to Tianjin, I will also invite them to the store. Those who visit the store spontaneously come to check in and explore the store will also give certain discounts.”
The boss said that at present, it seems that the promotion effect of visiting the store is very good, and the popularity of the platform has always been there.
"Of course, the traffic brought by visiting the store is only temporary. If you want to do it for a long time, you have to rely on your own product quality and service."
Unlike this Sichuan restaurant, Lao Huang felt that the promotion of visiting the restaurant was completely unreal.
Lao Huang runs a pastry shop in Tianjin, and the business has been tepid for more than three years.
Seeing the rise of shop-exploring, he also found several shop-exploring experts with over 100,000 fans on the Internet. After communication, he spent 20,000 yuan to invite several shop-exploring experts to come to the store for publicity.
After visiting the store, they shot with professional equipment and set up several scenes as customers.
However, the effect of the shop visit was not satisfactory, and less than 10 group purchase coupons were sold in the video of the shop visit.
Only later did he know that many of the fans of these shop-exploring experts bought them. "They are not 'living people'.
Some are happy and some are worried.
During the investigation, many businesses told reporters that money was spent, people hired, and videos were filmed, but none of them achieved the expected results.
Even some bloggers who visit the store deliberately give bad reviews because of poor communication with merchants and other issues.
According to public reports, last year, a man in a Mala Tang shop in Tangshan, Hebei Province, said he was visiting the shop and asked the merchant to waive the bill, otherwise he would give him a bad review.
The water around the shop is particularly deep
There are bloggers who only say good things when they receive money
Find a target restaurant, and determine the time to visit the restaurant based on distance, traffic conditions, etc.; the shooting tools are not necessarily special, even if you only have a mobile phone + stand, you can start recording videos, edit them, and send them to relevant platforms.
The UP master "Orange Flying", who has nearly 300,000 fans at station B, told reporters that generally speaking, this is the production process of a store visit video.
"Orange Flying" said that at first, he just wanted to share some of his favorite restaurants with netizens. Later, videos of shop visits on online platforms became popular. He went to try a few restaurants and felt very disappointed. In general, but the blogger who visited the store blew it into the sky, so he also started to explore the store, just to share the real experience and feelings.
With the same goal in mind, "Tianjin Hard Brother - Food Entertainment" began to explore stores around October 2020, and he did not expect a good response. Today, his fans on a short video platform are close to 900,000.
Recently, in a residence in Hexi District, Tianjin, the reporter met "Tianjin Hard Brother". He bluntly said that it is very hard to do this business. He spends a lot of money on it every day, such as visiting stores, visiting stores, copywriting ideas, video editing, etc. time and energy.
During the investigation, the reporter found that many bloggers in the shop have taken over the promotion of shop shop merchants, the advertisements of other manufacturers, the promotion of games, or brought the goods directly.
Some bloggers who visit the shop admit that advertising revenue accounts for a large part of their income sources.
In the pursuit of maximizing profits, a lot of chaos has inevitably occurred in the field of shop exploration.
"The water around the shop is very deep, and there are quite a lot of pits in it." Talking about this, the chatterbox of "Tianjin Hard Brother" suddenly opened.
"There are too many things to make a fuss about. For example, some stores ask us to promote it, claiming that they can eat mutton for 20 or 30 yuan per person for free. In fact, this is impossible, or it is synthetic meat, Zombie meat, or the amount is very small, and it is not enough to eat. Even so, there are still some shop-exploring bloggers who are willing to take orders and read according to the manuscript provided by the shop.” He gave an example, such as a shop-exploring blogger who visited the shop. The stores are all century-old stores, and all the stores are the best and the first in the local area, and there is no reference value at all.
"Tianjin Hard Brother" recalled that he had been to a cafeteria visited by other bloggers before. Usually, it cost tens of yuan per person. All crab legs.
There are also some bloggers who have issued 39 yuan and 69 yuan group-purchase package tickets after visiting the store. Consumers are told by the store after placing the order that they can only use it at a specific time or by appointment.
And these, many shop-exploring bloggers will not take the initiative to inform in the video.
"There are indeed some shop-exploring bloggers who, regardless of whether they have a good experience or not, keep recommending them to netizens after receiving the money." "Orange Flying" said that some companies specializing in shop-exploring may take four or five pictures a day. In every store, after the dishes are placed and photographed, they leave immediately, and sometimes they don’t even eat a single bite. Such a store visit has become a marketing tool, has no reference value for consumers, and can easily cause a lot of waste.
According to a number of interviewed shop-exploring bloggers, when visiting a shop, bloggers should clarify their preferences and their true feelings so that they can be of reference value to consumers, which is also the greatest significance of shop-exploration.
But now, there are more and more bloggers who visit the store. Some bloggers fly to various places to visit the store, but there are more and more cases of lying and doing fake affairs.
Forming an industry chain of exploring the store and brushing good reviews
Relevant departments carry out rectification in a timely manner
People who often watch short videos and pay attention to store visits may have encountered this situation: a store opened, and a group of bloggers came to visit the store to achieve the effect of dominating the screen; but the pictures and words of the bloggers were very similar. , which feels like "copy-paste".
Why does this happen?
After investigation and undercover shop visits, the reporter found that behind this is a complete industry chain of shop visits and reviews.
"×× barbecue, ×× platform level 4-8, a set of single-number meal labels 100 yuan, up to 4 orders, can be experienced during the Spring Festival, identify the QR code in the applet and enter the group consultation" "×× bar, suitable for For a date, there is no limit to the level of recruitment on the ×× platform, a group of up to four numbers, one number, two glasses of mixed wine and snacks..." This is the advertisement that the reporter saw in a shop visiting group recently.
It turned out that someone was organizing a group of friends to go to some stores for free experience, and after the experience was over, it was enough to post positive reviews of the store with pictures or videos.
And some of these store visits don't even need to be really explored, just like a good review.
"It's 100 yuan to visit the store, 80 yuan if you don't, I have several premium accounts" "I don't receive the store now, only the ones who can't receive the store, the picture content needs to be provided by you, one 10 yuan"... Similar advertisements are also very popular. common.
And there are a huge number of such shop visits, some of which are publicly sold online, and joining the group requires an account to reach a certain level or have a certain number of fans.
The reporter saw in one of the online stores that sell group resources that the exploration shop group in a certain place has grown to nearly 30 groups, and each group has several hundred people.
In the evaluation of some local shops on the online platform, you can often see pictures and texts of the shop with high similarity, and some even read a few pages.
"Tianjin Hard Brother" introduced to the reporter what he knew about the chaos of billing: "Some intermediary billing agencies will push the door in and tell the store how many Internet celebrities and fans they have, and ask the store if they need to visit the store. After asking After that, a price list will be given to the store owner, and the price above will be cheaper than the price quoted by the bloggers. In fact, the intermediary and the bloggers of the store are the same group, and some accounts are also fake fan accounts, which are forwarded by hundreds of thousands of fans. There are very few videos."
"These chaos have led to a vicious circle in the field of shop exploration." "Tianjin Hard Brother" said.
In response to the above situation, relevant departments have carried out rectification actions.
In March last year, the Shanghai Municipal Bureau of Market Supervision conducted centralized law enforcement against 6 companies suspected of "swiping orders and speculating on credit".
In December last year, the Central Cyberspace Administration of China deployed a special campaign of "Crackdown on Traffic Fraud, Black Public Relations, and Internet Slaves", employing professional writers and cyber slashers to make up "grass notes" and "Internet celebrity assessments" as key rectification efforts. object.