"Treasure Shops That Can't Be Missed", "Extraordinary Tastes", and "Ceiling in the Food Industry", the anchors of Tandian are very popular on various social platforms, and many netizens will recommend "planting grass" or "lightning protection" through the anchors' videos ".
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."
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The promotion fee for the head shop anchor starts from 10,000 yuan
"Boiled pork slices, crock pot chicken soup, double-cooked pork, and Mapo tofu, all four dishes are only 49 yuan..." Recently, the same shop blogger can be seen on multiple online platforms, and he has an opinion about a Sichuan restaurant in Jiulongpo District, Chongqing. "Growing grass".
Yuan Hai (pseudonym), the person in charge of the restaurant, introduced that the restaurant only officially opened in March this year, and there are more than a dozen restaurants in the surrounding area. After the new store opened, in order to attract customers, he used methods such as handing out flyers and coupons, but the effect was not good. , After being reminded by a friend, he turned his attention to "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 1.5-minute-long video of visiting the store, the price is 2,000 yuan, and if diners who come to the store to dine buy a package or coupon on the link of the promotional video, the anchor will take a 5% cut.
A Dandian anchor in Chongqing who has been transformed from a traditional media person revealed that at present, there are more than 1,000 Dandian anchors in Chongqing, and the essence of Dandian 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 their 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" makes it difficult to distinguish between true and false
The way of online drainage and offline realization has allowed merchants and shop-exploring 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 items or a "minesweeper" of bad reviews, it seems to be from the perspective of consumers, and many consumers have changed from watching reviews to reading videos at the beginning.
However, due to the low entry threshold and lack of regulations, shop visits also exist in chaos. The practice of some anchors "seeing the money and talking" has not only made many merchants "exploring the shop" for a long time, but also made it difficult for consumers to know the truth and the fake. 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 recounted the experience of "stepping on the pit".
He saw a number of anchors recommend a restaurant on social platforms, and posted a link to buy a 5-person meal 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 money, 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", which is difficult to maintain for a long time, and the merchants are also full of hardships. Some anchors charge high promotion fees, but they do not bring many orders. The data that looks good is sometimes the first. The three-party company is brushing the volume.
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"Exploring Stores" Urgently Needs to Be Included in Advertising Supervision
Article 2 of the "Advertising Law" stipulates that "this Law shall apply to commercial advertising activities in which commodity operators or service providers directly or indirectly introduce the commodities or services they promote through certain media and forms."
"Exploring stores" videos are different from ordinary short videos, but use the Internet to promote goods and services, and should be included in the scope of advertising supervision.
It is worth mentioning that the new "Advertising Law" has removed the premise of "expenses" in the old version, so whether it is a paid "shop visit" or the so-called "no-guang tasting", it does not affect the nature of its advertising.
Included in advertising supervision, first of all, it should be required to clearly mark the word "advertising" in the video of "exploring the store".
Article 14 of the "Advertising Law" stipulates that advertisements should be identifiable and enable consumers to identify them as advertisements.
On November 26, 2021, the State Administration for Market Regulation issued the "Administrative Measures for Internet Advertising (Draft for Public Comments)", which intends to further clarify that "through the Internet media, in the form of bidding ranking, news reporting, experience sharing, consumption evaluation, etc., or additional shopping If other forms of linking promote goods and services, it shall be marked with 'advertising' prominently."
Relevant departments should strengthen supervision, urge video platforms to fulfill their main responsibilities, and require the "Exploring Store" videos to be marked with "advertising", otherwise they will not be released and recommended.
Secondly, it is necessary to clarify the legal responsibilities of the anchors of "Exploring the Store".
The anchor of "Tandian" is not only the publisher of advertisements, but also can be regarded as the spokesperson of advertisements in some cases.
When making and publishing the video of "Exploring the Store", the anchor must adhere to the principle of authenticity and legality in accordance with facts and legal provisions, and cannot rely solely on economic interests.
If the advertisement is published or recommended even though it is known or should be known to be false, if it causes damage to consumers, the anchor will be jointly and severally liable with the merchant.
Once again, the relevant departments should strengthen the supervision of "exploring stores".
As a new advertising form, "Exploring Shops" is in the ascendant, and the supervision of relevant departments must also keep pace with the times.
On the one hand, it is necessary to establish and improve the advertising monitoring system for “exploring stores”, improve monitoring measures, and promptly discover and investigate and punish illegal advertising activities in accordance with the law;
In addition, consumers should rationally view the anchor's "visiting the store".
Although the "shop visit" model is very new, it is still an advertisement in the final analysis, no different from advertisements in newspapers and TV.
In this regard, the majority of consumers must keep a clear head, not listen to the one-sided words of the anchor, and learn to correctly view the promotion of "visiting stores", so as to achieve rational consumption.
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Traffic is only the quality of business entrance, integrity is the key
It is the task of the “big V” to explore the store to experience the experience as a consumer and publish their own evaluation as a consumer guide on social media.
However, the temptation to monetize traffic tends to hide chaos in areas that lack industry self-discipline.
Good reviews and bad reviews are not due to product quality, but due to the availability of advertising fees.
Traffic is only the entrance to the business. The essence is to rely on quality and integrity to win word of mouth, otherwise no one will care about it no matter how good it is.
Establish an effective mechanism to restrain
Suspected of hyping the store account
In the face of Tandian, relevant parties should implement their supervisory responsibilities, establish an effective mechanism to restrain Tandian accounts suspected of hype and false propaganda, and regulate Tandian anchors suspected of extortion.
There are gaps in relevant regulations
Have a chance to hit the ball
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 out 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.
Store visits are different from traditional propaganda. Due to the subjective nature of store visits, it is difficult for the supervisory authorities 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 merchants with the purpose of "making money" and "cutting leeks".
The chaos in the shop is condemned as an intractable disease
Relevant departments should pay attention to
"Paying shop visits" urgently needs to be standardized.
Fundamentally speaking, the emergence of the chaos of shop visits is mainly due to the fact that bloggers visit shops are a new type of publicity method, and the legal attributes of relevant behaviors and the division of responsibilities of relevant subjects are not clear enough.
Therefore, the relevant departments need to pay attention to it urgently, and clarify the legal nature of the bloggers' behavior of visiting stores by filling the gaps in the current relevant laws and regulations.
The chaos in the shop is not an intractable disease, the key is that the relevant departments should pay attention to it.
According to the Workers Daily