China Business Time Comment | Don't let the online celebrity shop lose on traffic

On August 18, the online red milk tea shop tea Yan Yue color opened in Nanjing. According to media reports, long lines were lined up outside the shop in Xinjiekou in the city center. Subsequently, the news of "Nanjing Tea Yan Yueye's appointment to purchase a cup of 200 yuan" spread widened. In fact, this is not the first time that Tea Yanyue has attracted attention due to the ox purchasing behavior.

With the continuous fermentation of the high -priced purchasing incident of tea Yanyue color, many netizens have stated on the social platform, "After drinking, evaluate: it is really 'Internet celebrities', not delicious", "It is necessary to engage in such marketing Do you not want to buy it, but it ’s not to be drinking." This kind of comments made Tea Yanyue color fall into the storm of public opinion again.

Flowing flow, defeat and traffic. A drink of ten yuan and tens of yuan was fired to hundreds of yuan, which was obviously a bit over. In the face of constant fermented public opinion, Tea Yanyue did not get much good feelings. From the beginning, the opening scene of the store was hot, and it evolved into the carnival of oxen and the dissatisfaction of consumers. It only took less than half a day.

The high -priced purchase of milk tea at the high price of tea Yanyue also unveiled the shame of the Internet Red Store again. As early as a few years ago, the media exposed the chaos of "milk tea queuing group performance warmth". In addition, many shops in recent years have racked their brains to move closer to the online red shop, using Internet traffic, obtaining malicious speculation and deception obtain After paying attention, leave a poodle -food safety, high product prices, closing shops and other problems, and constantly wear the trust of consumers, so that consumers now listen to online celebrity shops and change their color. I believe the so -called "net red phenomenon", which also "hurts" the industry to a certain extent.

In fact, online celebrity stores are a very typical operating model. Like all shops, the appearance and exit of the Internet celebrity shop are also very normal. But what I have to think about is that when the freshness of consumers reaches the threshold, after the "net red wind" is scraped, can those red shops be able to withstand the test of time?

For merchants, we must know clearly that business must be based on integrity. Any slippery behavior is destined to be cast aside by consumers. The authentic product is the real traffic. Merchants must work hard on product competitiveness and service experience. If there is no continuous innovative product, impressing people's experience, high -quality services, etc., it is difficult to last through the Internet celebrity effect.

At the same time, in the face of some bad competition in the market, the regulatory authorities should also make a decisive shot, not only to investigate and punish individual examples, but also to rectify the crooked wind behind it, and to suspected violations of advertising laws, anti -unfair competition laws, consumers, consumers The illegal behavior of the Protection of the Rights and interests is investigated and punished, and the punishment information is exposed and exposed to the society in accordance with the law to allow the market to comply with compliance and healthy development.

In addition, consumers cannot blindly believe in the label of the celebrity, but also strengthen their own consumption identification ability. They cannot fall into the "consumption trap" to follow the trend. (Fu 颢琬)

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