The barbaric growth "exploration shop rivers and lakes": make a bad review, you can "praise the sky" by giving money

Before going out for dinner, open local living software to see the scores and explore store posts. It has become a unified habit of consumers for "planting grass" or "avoiding pit". "The sense of atmosphere is full", "the treasure shop that has been hidden for two years", "only for this bite of half of the cities" ... The fascinating text and attractive short videos and pictures are difficult to refuse.

However, online propaganda and physical things are like "seller shows" and "buyer shows", which has repeatedly occurred consumers' calls. exposure. When emerging media are pervasive in various areas of local living, how can "explore shops" no longer grow barbaric?

Discover new ideas, "Cloud Experience" drives offline consumption

"This shop has heard of it. After the experience, it really lives up to expectations. The conscience of conscience of conscience of conscience of conscience of conscience is conscientious. There are many options in the store, and the atmosphere is very elegant. After that, I will come to patronize." After the food of the store, Su Qing immediately opened the mobile phone software and left this comment, and it was also equipped with freshly baked photos. As a senior user of the schedule apps, she almost regards the viewing reviews as the "action guide" of the restaurant. The Lord 'immersive shops' can also satisfy my curiosity and appetite. "

Right now, the boom of grass -breeding shops has come, and the explore store model has also expanded from catering to various consumer scenarios such as leisure and entertainment, tourism, and cars. "In the past, I stayed in the stay, mainly relying on friends recommended. Now it’ s enough to watch the short video platform. Various facilities are clear at a glance, which is convenient and worry -free. "Xu Bei, a citizen of Nanjing, told reporters that I just went to the water town of Wushui on the weekend. The video platform booked a homestay called "Huajiantang". The price of 599 yuan/between is not only good environment, but also comes with double afternoon tea and Hanfu experience. It feels worthwhile.

Due to the low cost and high return, the explore shop has also become the best cut in the blogger master "starting from scratch". A few days ago, the "New Economy 2022 New Professional Hundred View Maps" released by the Tianyan Check Data Research Institute sorted out more than a hundred new professions that emerged from 2019 to 2021, including the "Store Blog" on social platforms.

"To be honest, the most important reason for insisting on doing more than four years of exploration is to make money." Jiang Yang, a local discovery store with more than 100,000 fans, admitted that he has always regarded the shop as a hobby. In the beginning, it was "resource replacement", that is, the merchant obtained the meal for free, and after the experience of the "grass" content, the platform would also issue cash or catering vouchers to high -quality content. Later, it was "paid promotion". Published content. "I can earn seven or eight thousand now a month on average. Is there such a side business?"

In the era of "experience economy", while consumers, bloggers, and merchants are "win -win", visitors can also drive local consumption with strong traffic.

Visiting food restaurants, playing streets and alleys, experience bookstore exhibitions ... During the "May 1st" period, the Nanjing Xuanwu Group District Party Committee, District Commerce Bureau, District Investment Promotion Bureau and other departments jointly carried out the third "Xuanwu Youth Exploration Store" Season activities to help merchants sell. The data shows that through the Internet celebrity shop officials, the promotion was helped, and 8 live broadcasts of Douyin were launched. The 104 stores in the nets of the nets were on the "Xuanwu Exploration Bai Shibu" exclusive discount package. The total number of topics was more than 6 million times. During the event, more than 17,000 packages were sold, and the package sales exceeded 2 million yuan.

The chaos is clustered, and the flow promotes homogeneity and false propaganda

In mid -July, a net celebrity blogger was exposed after spending 710 yuan in a Turkish restaurant. He left the order and left straight. He was called by the waiter and said that no one reminded him to pay. Not only that, the blogger gave some negative evaluations to the merchant's dishes in his personal evaluation video.

In recent years, the market size of local life has been increasing. According to iResearch data, the online penetration rate of local life services is expected to increase to 30.8%in 2025, and the market size will increase corresponding to 35.3 trillion yuan. However, due to the lack of norms in the store industry, the quality of the personnel is different, and the traffic and profits are driven by "benefits" to "praise", otherwise "not delicious" and "not recommended". Behavior is common.

"Our store opened for one year, and I have encountered several anchors who do not say hello to the store." Ms. Wang, the person in charge of a high -end Japanese restaurant in Jianye District, Nanjing, said that these are mainly the trumpet of fans, and the number of fans is 1 For 10,000, when they eat it or buy it, they show that they are the experts of the store, picking up food and services, and asking for discounts, exemption or cooperation. If you do not meet the requirements, individual anchors will give bad reviews on the review platform. "But we are making high -end Japanese materials, and the cost of ingredients itself is very high, so we will not give an opportunity to eat overlord meals."

The explore store economy that is in the "dividend period" has also spawned the gray industry chain such as "Yunpan Store" -publishers only need to stitch and edit existing materials. Division. Some bloggers said that some businesses also provide materials for "cloud -exploring shops" to achieve "win -win" for pocket bags.

At the same time, the uniform rhetoric and convergence style has also caused consumers to have "traffic fatigue". "Sometimes there is an explosive content. The follow -up is the follow -up of the bloggers and the method of the law. As for whether this place is good or not, it is not worth recommending, and it is not important." Jiang Yang said that the more people who really insist on making high -quality content, the more people who really insist on making high -quality content, the more There are fewer comes. In the end, the "Internet Red Shop" is consumer. Nanjing Consumer He Sen once pouted a fresh -cut yellow beef hotpot restaurant under the strong recommendation of the short video anchor. The same 99 yuan double set meal, which is much less than the video shop video. It is cutting corners, but I can only eat dumb losses. "

"Planting grass" has become "stepping on thunder", while infringing consumer rights and interests, it also affects the reputation of merchants. A string shop owner told reporters that some bloggers who explored the store once spoken the dishes of Qiyuan and Qimao as "Seven Mao One Strings". After the customer consumed, the video and the actual reality were different. Don't make money to make a profit.

Multi -party efforts to avoid allowing consumers to pay for "explore tax"

"Most of the local Internet celebrity accounts are individual numbers, not the company's unified incubation account, so it is difficult to restrict. In contrast, the account of the company will be more standardized, and we are more willing to cooperate with the company's account." Nanjing Li Yuhang, director of a MCN company video, believes that at this stage, there is lack of clear specifications and supervision in the industry. "As long as the red line is not touched by the Thunder Pool, everyone can come here. condemn".

In fact, the bloggers of the store have existed since the rise of the media in 2012. In the past two years, the short video platform entered the local life service, which further made the shops into an important branch of the media industry, and the industry has become increasingly larger. In December last year, the Central Cyberspace Office deployed the special operation of "clear -way to crack down on traffic fakes, black public relations, and network water forces". Hiring professional writers and online water forces fictional "grass -breed notes" and "Internet celebrity evaluation" became key rectification Object.

As the "incubator" of the discovery blogger, the platform has also made crackdown measures: Xiaohongshu has clearly stated many times that the gray industry chain such as plagiarism is combined. At present, nearly 2 million links have been shielded. The "Publicity of the Standards for Behavior", for illegal acts such as the "Yunyun Store" and "homogeneous blog flow" of the expert, the platform has cumulative 209 cases of violations of regulations.

In response to the chaos in the store, Xia Lei, a lawyer of the Law Firm from the Jiangsu Zhibang (Nanjing District) Law Firm in Jiangsu, believes that the anchor's explore stores are diverse and the nature of behavior is different.

"If the anchor enters the store consumption, it is truthfully stated its own feelings, there is no malicious degradation of the store, and it does not harm other legal rights of the store. At this time, the anchor is a consumer status, and the store has no reason to refuse its consumption and review; The nature of goods or services is Internet advertising. The anchor identity is an advertising publisher. Regardless of whether it is charged by the store, it should abide by the "Advertising Law of the People's Republic of China" and "Interim Measures for Internet Advertising Management". Do not contain false or misunderstandings, and must not deceive or mislead consumers. Otherwise, the market supervision department may punish administrative penalties, and consumers can claim civil compensation; if the anchor threatens the store with malicious bad reviews and seek improper benefits, he is suspected of extortion of extortion. The ransom can be reported to the public security organs, and it may be punished by law and order, and it may constitute criminal crimes. "Xia Lei said.

"To improve the authenticity of the shop and promote the healthy development of the industry, it is also necessary to work together for anchors, merchants, and consumers." In the opinion of Tang Yinmei, the staff of the Supervisory Department of the Provincial Consumer Protection Commission, anchors should consciously carry out authentic user experience sharing to share it in order Trust trust; while the merchants use the exploring store to promote the video for "soft promotion", improve their own business capabilities, and win good reputation with high quality and good prices; consumers should also polish their eyes to avoid fragmented information receiving. Report to the platform in a timely manner.

Xinhua Daily · Jiaojiao Reporter Shen Jiazhang Xu Haiyan Intern He Yi

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