"It's so delicious" to give money without "not recommending" and some people were punished for "fake shops" ... How far can the "exaggerated" explore shop "give money"?

"The legendary barbecue 'ceiling' is hidden in this hutong ..." Open the short video platform at leisure time, and you can see the visit shop video with a brush. The blogger in the video recommended food stores. But when I read the comment area carefully, I could see netizens argue: "This shop is not what he said .." In recent years, the discovery store bloggers emerging from online platforms are quite controversial. Some citizens believe that the bloggers who dare to tell the truth can indeed help "grow grass" or "lightning protection", but the blogger who exaggerate the money for the money is no different from the order.

From the perspective of some catering operators, the bloggers who have taken the initiative to find "eating white food" have seriously disrupted the market order. New Yellow River reporter noticed that Douyin officially issued the notice of "Douyin's announcement on cracking down on fake publicity and ransom of the shops" on August 31. Earlier, the Shanghai Market Supervision and Administration Bureau also hit a group of "fake shops" of "fake shops".

"Number selection or receiving orders" in the same city explore shop group, short video and grass -planting platforms are now "paid stores"

"The newly opened barber shop in the XXX business district, the number of people to the store is 2 to 4, and the cost is 100 yuan. Requirement: [Store features] Homework Douyin + Public Comment, Fan of 500 or more, the beauty blog mainly shows face .." Among the retired former explore store bloggers, they can also see the early detective lists in the "same city explore shop group" that have joined before.

Jingjing is a "little net red" with a number of fans of Xiaohongshu. According to her memories, she was pulled into such a "cities' explore shop group" after being privately sent to the "KOL" of the social platform. "Most of them are young people in the explore shop group. Everyone operates its own platform accounts, mostly platforms with grass, such as Xiaohongshu, Douyin, Public Reviews, etc. There are thousands of fans, and there are tens of thousands or 100,000. "

Quietly told Xinhuanghe reporters that most of the group owners in the shop group will be responsible for sending "lists" and publishing the "list" of different merchants to the group, and there will be different bloggers to receive orders. "Generally, it is a local new store, and there are old stores that need to increase popularity. At present, it is more common in restaurants, beauty salons, nail eyelash shops. I have seen the" list "of the medical examination center before."

There is the same experience of exploring the store as quiet, as well as the gourmet net red Xiaogang. "Single can be selected by themselves, some give commissions, some are purely free of charge, invites to try something new." Xiao Gang said that newcomers often join in the shop group, and merchants with high commission will ask "trial numbers to review numbers. "". "After the bloggers register, the merchant will check the traffic of the blogger account. If the fans are fake, there is no communication power, and it may be‘ brushed down ’.”

Exploration store blogger network wind reviews are polarized, and tie -of -shoprs are called "rice media"

Do the bloggers in the store have experience in the shop? In Xiao Gang's view, some discovery bloggers have experienced catering work experience, but there are also many uncommon anchors of inspecting shops. "Now everyone feels that the explore shop is very fragrant, and they can eat and drink money every day. Therefore, many people who specialize in training accounts have emerged.

On September 4th, when a reporter from Xinhuanghe browsed some short video platforms, it was found that many food bloggers released videos or graphics content of "Internet Red Shop", and played slogans such as "tourism strategy" and "treasure food". The views of the district have mixed opinions. Some comments stated that "it looks delicious", "collects" and shared with friends, and many comments "picture filters have been opened", "false and false", "stepping on the thunder", "expensive and not fresh, money It ’s all spending on the Internet celebrity."

A citizen who "stepping on the pit" because of the blogger of the store said, "" In the future, you will avoid the thunderbolt ". To say, avoid the excessive touting of the blogger of the store. "

In addition, netizens with sharp eyes have noticed that some Internet celebrities have serious homogenization of notes due to "holding groups". The pictures of the bloggers from the same cities have a high degree of similarity, and the release time is concentrated in a certain period of time. Nicknamed by netizens as "meals". "Beware,‘ Fan Mercy ’began to pile up again!”

"Beggar Explore Store" quoted netizens controversy, and some people rely on fans to eat the "Overlord Meal" to be stunned.

New Yellow River reporters noticed that in addition to being overdone by netizens, the behavior of the discovery bloggers was criticized by the "begging shop". It is not difficult to browse media reports. In recent years, bloggers in different cities have eaten the "Overlord Meal" under the guise of the shop. Some merchants have been disturbed and they are caught by forcibly forcibly "exploring shop promotion".

According to Hebei Satellite TV, in December 2021, in a barbecue shop in Langfang, Hebei, a man claimed to have 6 million fans and asked the clerk to be exempted. "You have 6 million and 60 million fans. Checkout. "

In July 2022, there were media reports that a shop blogger from Nantong left 710 yuan after spending 710 yuan in the restaurant. After being chased by the clerk, he responded that he was not deliberately escaping, but because he did not deliberately escape, but because he did not deliberately escape, but because he did not deliberately escape, but because he did not deliberately escape, but because he did not deliberately escape, but because he did not deliberately escape, but because The waiter did not remind him, and the clerk said, "Eating and buying a single day is justified, no one needs to remind others."

On the Zhihu platform, some users shared their experience saying that when she was eating in a Japanese restaurant, she saw a food online red shooting video. "She took the same dish many times, but the evaluation was completely opposite. , I said it was unpalatable for a while. After asking the manager, I learned that some discovered bloggers would buy and sell them forced. I would like to see what kind of evaluation to pay for the store. Stores discriminate against consumers. "The above -mentioned behaviors caused dissatisfaction among netizens on the online platform. Some netizens said frankly that the behavior of this kind of non -paying shop is equivalent to "asking for food" and "begging"; some netizens said, "For all the remarks of all the big V, they can only hold a doubtful attitude. Consumers need to listen to it. independent thinking."

Untitled shop behavior or suspected illegal, short video platforms strictly crack down on false explore stores

New Yellow River reporters have noticed that the current market supervision and administration bureaus of some cities have taken action aiming at unfairly exploring stores. Earlier, the Shanghai Market Supervision and Administration Bureau announced a group of typical cases of illegal acts of "ordering and stirring letter", of which one involved "fake shops".

According to the official website of the Shanghai Market Supervision and Administration Bureau, in April 2021, the Law Enforcement Corps of the Municipal Bureau found the "Merchant Network Service Agreement" signed by Shanghai A Land Catering Management Co., Ltd. in the law enforcement inspection. After investigation, during the performance of the contract, the parties entrusted others to recruit platform members to conduct offline field visiting stores and published designated evaluations as required. According to statistics, the parties have a total of 20 commercial propaganda for the user's evaluation of false and misunderstandings.

The above behavior of the parties violates the relevant provisions of Article 8 of the Anti -Unfair Competition Law: The operator shall not make false or misunderstandings about the performance, functions, quality, sales status, user evaluation, and honor of their products. Commercial propaganda, deception, misleading consumers. In accordance with Article 20 of the Anti -Unfair Competition Law, the case handling unit ordered the parties to stop illegal acts and fined RMB 200,000.

Relevant legal persons point out that the chaos in the store will not only cause consumer rights and losses in the reputation of merchants, but also allow the bloggers of the "real" exploration store to be in a bad network ecological environment. "According to the" Advertising Law of the People's Republic of China ", advertisements must not contain false or misunderstandings, and they must not deceive or mislead consumers. Advertisers should be responsible for the authenticity of advertising content."

In addition, the notice of "Announcement on Douyin's False Publicity and Evaluation of Fake Publicity and Evaluation" issued by Douyin on August 31 also mentioned that Douyin Living Service will be "strictly rectified false propaganda" and "prohibited to prohibit". "Battle and ransom cannon meals", "resolutely combat improper competition" and "resolutely crack down on false explore stores", carry out special governance actions, encourage high -quality submission and continue to promote the standardization of the process of exploring stores.

"I feel that the short video platform is very necessary to hit the store strictly, but at the same time, you need to pay attention not to hurt the real 'natural' exploring shop blogger." A popular comment V8 food blogger in Jinan told Xinhuanghe reporter, short video, short videos The platform's strict beatings of false detectives and other behaviors are beneficial for platforms, fans, stores, and real store bloggers. It can create a better market atmosphere and correct the unreasonable style of exploring stores. "In the exploration shop circle in Jinan, there are also bloggers who also say good words with money. The unhealthy style should be corrected." But at the same time, the blogger also expressed his concerns. "Did the blogger take the money and explore? The store will definitely not show it on the bright side, so the platform needs to distinguish the behavior of false explore stores. This must be difficult. It cannot be missed 'bad accounts', but it cannot be accidentally injured 'good account'.

New Yellow River Reporter: Meng Tianyu Editor: Lu Bing

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