Some anchors of the shop are "really delicious" if they give money, and "not recommended" if they don't give money
Explore the store and try it: behind the traffic is the business
Our reporter Huang Shiqiang
At present, many anchors have entered the restaurant exploration industry, and many consumers will also "plant grass" or "protect from lightning" through the video recommendation of the anchor.
This model was once used by some catering merchants as a "flow monetization" channel, but due to the lack of norms and the uneven quality of anchors, false recommendations and data fraud have also occurred.
Some anchors have changed from "exploring stores" to "exploring money". If they give money, they are "really delicious."
The promotion fee of the head shop anchor starts at 10,000 yuan
"Boiled pork slices, clay pot chicken soup, double-cooked pork, Mapo tofu, four dishes are only 49 yuan..." On July 11, a reporter from "Workers Daily" saw the same shop-exploring blogger on multiple online platforms. A Sichuan restaurant in Jiulongpo District "plants grass".
Yuan Hai (pseudonym), the person in charge of the restaurant, introduced that the restaurant only officially opened in March this year. There are more than a dozen restaurants in the surrounding area. After the new store opened, in order to attract customers, he also used methods such as handing out flyers and coupons, but the effect was not effective. Well, after being reminded by a friend, he turned his attention to the "exploring shop net red".
"The price of more fans is expensive, and the ones with few fans are ineffective." Just when Yuan Hai was thinking about how to "do big things with a small amount of money", two shop anchors walked into the restaurant.
They have accounts on major platforms and have accumulated 200,000 fans. They do both free shop visits and paid promotions. The price of one promotion ranges from 2,000 to 6,000 yuan.
Yuan Hai reached an agreement with them: to shoot a video of visiting the store for one and a half minutes, the price is 2,000 yuan. If diners come to the store to buy a package or coupon on the link of the promotional video, the anchor will take a 5% cut.
A shop anchor in Chongqing who was transformed from a traditional media person revealed that at present, there are more than 1,000 anchors in the city, and the essence of the shop is traffic "business".
The number of fans and clicks of the anchor is the bargaining chip. For some "head anchors" with more than one million fans, the promotion fee usually starts at 10,000 yuan.
This "traffic business book" mainly has three modes: resource exchange, paid promotion and platform group purchase.
Among them, resource exchange means that the merchant provides free catering services for the anchor, and the anchor publishes the experience on the platform; while the platform group purchase refers to the online platform inviting merchants to settle in and launching a group purchase package. After using the package, the anchor gets a certain percentage of the commission.
Trying to eat "cloud experience" is difficult to distinguish between true and false
The way of online drainage and offline realization has allowed both merchants and shop anchors to taste the "sweetness".
Chen Dan, a self-media person in Chongqing, told reporters that whether the content of the shop visit is a recommendation of good things or a "minesweeper" of bad reviews, it seems to be from the perspective of consumers.
However, due to the low barriers to entry and lack of regulations, shop visits are also chaotic. The practice of some anchors "seeing money and talking" has not only made many merchants "exploring shops" for a long time, but also made it difficult for consumers to know the truth and the false, and frequently " Step on thunder".
In a restaurant in Dadukou District, Chongqing that has been selling beef for nearly 10 years, the operator Zhang Dong (pseudonym) shook his head when he mentioned visiting the restaurant.
He told reporters that since the first half of last year, there have been 4 groups of anchors in the store. "They all wanted to cooperate with me in the name of exploring the store. The fee was at least 3,000 yuan, and I declined them."
What he didn't expect was that the two groups of anchors who were rejected began to criticize the restaurant in various ways, such as bad environment, poor service, and bad food.
"The word of mouth that I finally accumulated was almost destroyed on a few videos." In desperation, Zhang Dong had to spend a lot of money to invite two "Internet celebrities" to correct the name of the store.
Consumer Liu Bing also told reporters about the experience of "stepping on the pit".
He saw a number of anchors recommend a restaurant on social platforms, and posted a link for a group purchase of 5-person meals for 99 yuan.
When he arrived at the store, he found that the package included paper towels, table fees, etc., and even kimchi was included. In order to keep his family full, he had to spend extra, and a meal cost nearly 300 yuan.
Online "planting grass" and offline "stepping on thunder" is not an exception.
Chen Dan revealed that the low price means that the merchants have to "lose money and shout", which is difficult to maintain for a long time, and the merchants are also full of misery. Some anchors have charged high promotion fees, but they have not brought many orders. The data that looks good is sometimes the first. The three-party company is brushing the volume.
"Paid visit to the store" needs to be standardized
In the face of Tandian, some legal workers believe that relevant parties should implement their supervisory responsibilities, and an effective mechanism should be established to restrain Tandian accounts suspected of hype and false propaganda. There are some norms.
Luo Wei, a legal worker and a We-Media popularization blogger, believes that "paid visit to the store" is equivalent to publicizing the store and receiving money or benefits from the store.
Therefore, Luo Wei believes that shop visits are another form of advertising behavior. In order to protect the audience's right to know and protect the interests of consumers, paid shop visits should be marked with the word "advertising".
In this way, the audience is reminded that "visiting the store" is an advertisement, so don't believe it easily.
"If 'paid shop visit' is an advertising act, it must follow the "Advertising Law". On the one hand, remind the anchors that they should evaluate objectively, check for consumers, and not conduct false propaganda. On the other hand, if the anchor violates the advertising laws and regulations, relevant The department also has laws to follow in handling it." Luo Wei said.
Li Jian, a lawyer at Beijing Deheng (Chongqing) Law Firm, believes that the anchors of "paid shop visits" are not only the publishers of advertisements, but can also be regarded as advertisement spokespersons in some cases.
In practice, in order to avoid disputes, some anchors will directly mark "No-Guang try to eat" when they release general store-exploration videos; if they charge a fee, they will tell fans directly in the video introduction or video that this is a video that contains advertisements. Try it or try it out.
Therefore, under normal circumstances, customers feel cheated after being attracted by videos, and it is difficult to find anchors to defend their rights.
Li Jian said that shop visits are different from traditional propaganda. Because shop visits are very subjective, it is difficult for the supervision department to identify some false propaganda and malicious evaluations.
Due to the gaps in the current relevant laws and regulations, the legal attributes and responsibilities of shop visits are not clear enough, which provides some anchors or businesses with the purpose of "making money" and "cutting leeks".
"In the short term, we can use the labeling of 'advertising' and the "Advertising Law" to regulate the behavior of paid store visits. In the long run, we should further improve the relevant mechanism and refine the legal attributes of the store visit behavior." Li Jian said.