The promotion fee starts to start 10,000 yuan, and the paid "exploration shop" has changed "exploring money"?The hotel owners are afraid ...

Various "explore shops" videos today

Welcome widely!

Many netizens will

Video promotion through the anchor of the store

"Plant grass" or "lightning protection"

This model was once being catering merchant

As a "traffic monetization" channel

But due to lack of norms

The quality of the anchor is uneven

Fake recommendations, data fraud and other conditions

Some anchors "Explore Stores" become "exploring money"

Give money "It's delicious"

If you don't give money, "don't recommend"

This also makes the merchant suffer from the "exploring shop"

Headpiece anchor

Promotion fee of 10,000 yuan starts

"Boiled meat slices, crocks, chicken soup, returned pot meat, Mapo tofu, four dishes only cost 49 yuan ..." On July 11, "Workers' Daily" reporter saw the same discoveable store blogger on multiple online platforms in Chongqing A Sichuan restaurant in Jiulongpo District "plant grass".

The person in charge of the restaurant Yuan Hai (pseudonym) introduced that the restaurant was officially opened in March this year. There are more than a dozen restaurants in the surrounding restaurants. After the opening of the new store, in order to win the guests, he has also used the leaflets, coupons and other methods, but the effect is not the effect. Well, with the reminder of a friend, he turned his attention to the "Discovery Internet Red".

"There are more fans, the price is expensive, and there are fewer fans and no effect." When Yuan Haisi "spent small money to do big things", two explore -store anchors walked into the restaurant. They have accounts on major platforms, with a total of 200,000 fans. They do both free explore stores and paid promotion business. One promotion price ranges from 2,000 yuan to 6,000 yuan.

Yuan Hai reached an agreement with them: shooting a one -and -a -half -and -a -half -and -half -and -half -and -half -and -half -and -half -and -half -and -half -and -half -and -half -and -half -and -half -searlist video, the price is 2000 yuan. If there is a diner who come to the store to buy a package or coupon on the promotion of the video, the anchor is made at a ratio of 5%.

A store anchor transformed by traditional media people in Chongqing revealed that at present, the city's detective anchor has exceeded a thousand people, and the essence of the store is the "business" of traffic. The number of fans and clicks of anchors is the bargaining chip of the price. The "head anchor" with a number of more than one million fans starts at a start of 10,000 yuan.

Try to eat "Cloud Experience" true and false difficult to distinguish

Online drainage and offline monetization methods have allowed merchants and shop anchors to taste "sweet". However, due to the low threshold and lack of standards, the chaos of the explore store also exists. Some anchors' "watching money and speaking" approach not only made many merchants "explore the store" for a long time, but also made consumers unsightly authenticity. Step on the thunder. "

In a restaurant that has been in the main business selling beef in Dadukou District, Chongqing, the operator Zhang Dong (pseudonym) mentioned the shop and shook his head. He told reporters that starting in the first half of last year, there have been 4 groups of anchors in the store.

What he did not expect was that the two -rejected anchor began to pierce the restaurants, the environment was not good, the service was poor, and the bad reviews such as bad reviews. "The reputation that was hard to accumulate was almost destroyed on a few videos." Helplessly, Zhang Dong had to spend a lot of money to invite two "net celebrities" to rectify the name of the store.

Consumer Liu Bing also told reporters about the experience of "stepping on the pit". He saw several anchors on a social platform to recommend a restaurant, and posted a 99 yuan group to buy a 5 -person meal link. After he arrived at the store, he found that the set meal contained paper towels, dining costs, etc., and even kimchi was counted. In order to make his family full, he had to spend additional money and spent a meal of nearly 300 yuan.

"Pay -paid stores" need to be standardized

In the face of the shop, some legal workers believe that the relevant parties should implement supervision responsibilities, and the exploration store accounts suspected of speculation and false propaganda should establish an effective mechanism to restrict them. There are standards.

Li Jian, a lawyer of Beijing Deheng (Chongqing) Law Firm, believes that the anchor of the "Paid Store" is not only the publisher of the advertisement, but in some cases, it can also be regarded as an advertising spokesperson. In practice, in order to avoid controversy, some anchors will directly indicate "no wide trial eating" when publishing general store videos; if the fee is charged, the fans are directly told in the video introduction or video. This is an advertising containing advertising. Try or try. Therefore, under normal circumstances, customers feel fooled after being attracted by videos, and it is difficult to find an anchor to defend their rights.

Li Jian said that the shop is different from the traditional propaganda. Due to the great subjectivity of the store, it is difficult for some false propaganda and malicious evaluation to determine. Due to the blankness of the current relevant regulations, the legal attributes and responsibilities of the shop behavior are not clear enough, and the opportunities for some anchors or businesses for some anchors or businesses for "fishing" and "cut leeks" are provided with the opportunity to wipe the ball.

"In the short term, you can use the" Advertising "and" Advertising Law "to standardize the behavior of paid stores. In the long run, the relevant mechanism should be further improved and the legal attributes of the shop behavior should be refined." Li Jian said.

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