Buy for the face value, do you spend this money?

Author ｜ chestnut

Edit ｜ April

Constellation test, IQ/EQ test, MBTI professional personality test, etc., various small tests on the Internet have been sought after by young people, of which scientific and credible need to be verified. The consumer laboratory found that although the live broadcast platform and social media penetrated each other, the test and evaluation related tests and evaluations have been upgraded to a payment service from the beginning. There is a "face value score" business.

Elimable face value anxiety

Li Yu is a 183cm college student with a high face value, but because of his tall, he often becomes everyone's ridicule. Li Yu's contact with the face value was because of Douyin. When she brushed the video, she saw that some anchors in the live broadcast room started a "face value scoring" business. Some netizens uploaded photos or directly sent their Douyin account to the anchor. The anchor was commented on the height, appearance, dressing and dressing of the netizens in the live broadcast room, and finally gave a score.

"I felt fun at the beginning, and I felt very interesting to watch all kinds of comments." Li Yu said, as time she pushed, she also had the idea of ​​trying to try.

"I spent 5 yuan, and asked the other party to give me a score, but I did not score in the live broadcast room publicly." Li Yu said that after placing an order to complete the "face value score", there was a sense of loss. "I don't dare to believe that spending money to let others evaluate their appearance."

"Amateur look at the face online, deep face analysis", this is the promotional word for sales with the highest sales of "face value scores". Pay services, the total sales volume of the store exceeds 10W.

With "eating by the face", "face value is justice" ... and other controversial entries have surfaced one by one, the medical beauty industry and beauty institutions have developed rapidly. Extinction of advertising words around "beauty", the amount of "face value scoring" is getting heavier, and at the same time, the appearance of Li Yu's appearance is increasing.

Not long ago, China Youth Media launched a questionnaire survey for students across the country on the topic of anxiety. Among the 2063 college students interviewed, 59.03%of college students said they had a certain degree of appearance anxiety. According to surveys, from 2014 to 2020, the size of my country's medical beauty market increased from 50.1 billion yuan to 179.5 billion yuan. People with medical beauty consumption are mainly young people, and the highest proportion of 20-25 years old is the highest. The post -90s and post -00 groups are the main medical and beauty consumer groups.

The platform releases the face value scoring

"Yan value score" is widely spread on major e -commerce platforms and live broadcast platforms.

The consumer laboratory found that there are a large number of merchants such as "face value scoring" on Taobao. A "face value scoring" merchant with a price of 12.8 yuan has a monthly sales of 300+, and it is claimed that "pure manual evaluation".

Another high -charged merchant on Taobao wrote on the product page: In addition to the five senses, it will also give professional advice on hairstyle, makeup, and dress style.

The consumer laboratory found that between different merchants, the same set of rhetoric was shared, the copywriting copied each other, the content was high, and the cut leeks were not avoided. Merchant words such as: "Men and women are unlimited, senior face dogs, aesthetic online", "take 1-5 photos (plain, makeup, wear)" "Let you know the real positioning in the eyes of strangers" " Essence A set of not complicated words, a little modified and changing is perfunctory.

In the Douyin Live Room, an anchor commented on a young man who came to seek "scoring", from appearance, hairstyle to clothes to wear, and after a criticism, he gave a 6.5 score. The hair makes the swallow unable to distinguish the difference from the bird's nest.

As an emerging special service, the face value scoring has no strict regulations on the market, which has also caused the platform to be self -flow to the face value score merchant and direct playback.

The consumer laboratory found that under the platform of the platform, the face value scoring also shows some chaos. Some merchants falsely propagate and seduce consumers to buy face value scores, and some merchants use face value scores to induce consumers to do offline offline Medical beauty surgery.

The post -90s consumer Wang Nan is a kindergarten teacher. In order to get a sense of "face value scoring" experience, she tried to place orders for different platforms. "Pind Duoduo, Taobao, Douyin, I have placed orders, every time the merchant said differently. Some merchants said that I had a bad nose and recommended me to do medical beauty." Wang Nan said, for the face value, for the face value In order to pay for, she was a little grieving and helpless. "If you want to spend money to see what you look like in the eyes of strangers, you can't control yourself."

Don't be abducted by the "face value standard"

In the view of Wang Nan, spending a glass of milk tea can make 10 different shops boast, you can feel more at ease. But when they encounter almost scores, they will choose to place an order in another house, and expect to make up for the loss.

After the week, he constantly tangled into a "vortex" for young people who fell into "face value".

"Anyway, there are two pieces, but you want to see what 'ghost words" they can compile. " After receiving the evaluation, her evaluation was mostly neutral description. It seemed like the head of the head, but there was no substantial content. The description of "smooth facial, long part of the atrium" describes the appearance, and the end of the so -called "style suggestion" such as "suitable for simple wind" is ended. Xiaohe just shouted, such money is so profitable. "Young people spend money to invite people to score their face value, and to a certain extent, reflect the appearance of the buyer's appearance." Ye Gang, director of the clinical psychology department of Guangji Hospital in Suzhou, said that due to the current market value evaluation service in the market The price is not high, and many consumers are driven by the psychology of strangeness, and they are rushing to such services. It is worth noting that because the aesthetic judgment is subjective, there is no fixed standard whether it is artificial scoring or software detection. Therefore, consumers do not have to be too tangled.

The privacy security of the face value also attracted much attention. Liu Xiaochun, Executive Director of the Internet Rule of Law Research Center of the Chinese Academy of Social Sciences, said that "face value scoring" is currently not a standardized and industrialized product. If the transaction of virtual products such as "value scoring" involves organizational abuse, there may be existence. Cyber ​​security risks such as privacy leakage.

Liu Yan, a lecturer at the School of Humanities and Social Sciences of Shanxi Medical University, said that the personal image is simply externalized to the shape of the body, the facial attraction is given the "indicator" attribute, and the personal identity is also related to the body -related activities. Essence Young groups should emphasize their aesthetics and narratives, focus on the cultivation of internal beauty and emotional contagion, and achieve the unity of personality and appearance.

For young people who are keen on "face value", experts suggest that on the basis of self -love to continuously improve their comprehensive ability, remind young consumers to do a good job of screening before purchasing related services and using related software to enhance the awareness of prevention. Do not authorize personal information at will, send your own photos, documents and other information to strangers, and do not download software with informal channels, so as not to give the offenders the opportunity.

- END -