Reveal the secret of the shop blogger circle: the water is very deep Some people only say good when they receive money

Source: Rule of Law Daily

Original title: What is the "Sichuan drama change face" of the shop blogger? The reporter investigates the true side of the shop and the blogger who visited the shop

"26 (yuan) it, so expensive" "Fried sauce noodles over the water almost meaning, oh, this fried sauce ah, can't eat this"... In the video, the blogger takes out a can of fried sauce from his bag and starts to bring goods, "This is the real old Beijing fried sauce, 200 grams a can, these two sauces than you know ..."

"26 yuan is really not expensive" "This little sauce is awesome" "There is really a kind of ah, the taste of the mother at home"... In the video, the blogger takes a few bites, gives a thumbs up and exclaims, "I can responsibly tell you that the fried sauce noodles ××× are really authentic."

This is last November, an internet celebrity with more than a million followers on the online platform posted two diametrically opposed attitudes of the store video, but the same product. This move caused a large number of netizens to complain: "Compared with the fried sauce, his 'Sichuan drama change face' is called authentic." The attitudes are diametrically opposed, and it is difficult to say that there is no profit drive. ”

The so-called visiting the store is when people go to a certain place to eat, drink and have fun, and record their own experience and feel the network platform by taking short videos, taking photos or address positioning. Some people see the business opportunities, and at present, the major online platforms have settled a large number of shop bloggers, and some of the head shop bloggers have more than 10 million fans.

With the rise of the shop, the resulting controversy continues, the shop blogger gives a negative evaluation and the merchant has a dispute, after collecting money do not seriously do not do publicity effect is not good, false publicity, in the name of the shop want to eat the king meal is also changing, many consumers and businesses to the shop and the shop blogger attitude is also changing.

Recently, the reporter of the "Rule of Law Daily" conducted an in-depth investigation into the phenomenon of exploring the store, revealing the true side of the shop and the blogger of the shop.

Some people think that visiting the store can be used as a reference

Some people think that few people tell the truth

"The shop has a lot of money, the real and fake cook said, ×× restaurant, four people, 451 yuan..." As soon as she heard this voice, Ms. Wang, a Beijing citizen, knew that her husband was watching the video of the shop again.

For this hobby of her husband Mr. Wang, Ms. Wang said that she did not understand: "Now there are a few people who tell the truth in the shop, and it is a century-old shop at every turn, a sweet is soft and sweet, a spicy is fresh and spicy, a shabu hot pot is smooth and energetic, just like reading the manuscript, I will recite it when I hear it." ”

Mr. Wang immediately waved his hand and put forward a different view: "The situations you mentioned do exist, but there is still a difference between the shop bloggers I chase every day and others." This blogger turned out to be the head chef of a five-star hotel, the comments are very professional, and it is a real consumption of true temperament, and the food will be directly commented on and the reasons will be said for everyone's reference. I've been to a few of the shops he's visited before, and I think he's very accurate. ”

In fact, there are many people in life like Mr. Wang, who pay attention to visiting the store and use this to choose a suitable place to consume. A number of consumers from Beijing and Tianjin said in an interview that there are many kinds of food now, especially when traveling to other places for business, if you want to choose a good restaurant, the video and evaluation of the store provide a convenient reference for everyone. Other respondents said that looking at some "immersive exploration shops", bloggers eat a variety of foods to satisfy their curiosity and appetite.

In this regard, Ms. Wang did not think so: "I believed in my husband once before, went to a shop recommended by a shop blogger, ordered the dishes recommended in the video, and the results came up with a lot less dishes, but also tasted bad." I don't know why there are still stores and fans flocking to follow these shop bloggers to consume. ”

In addition, another reason that makes her "hostile" to the shop bloggers is that "this group of people eat and drink everywhere, read the manuscript and make money, which is too easy to make money."

After visiting the store, there was a business fire

There are merchants who are not satisfied with the feeling of being cheated

Affected by the recent epidemic, there are many fewer pedestrians on the streets in Tianjin's Heping District than usual. But near the binjiang road commercial street, at 4 p.m. on January 16, a Sichuan restaurant was already full of people. Before coming, the reporter saw a lot of videos or reviews about the store on multiple online platforms.

The owner of the restaurant said bluntly that at the beginning of the store, he wanted to create an internet celebrity shop, and the tableware and decoration in the store were unique. "In the preparation process of opening the store, I have already contacted the local shop explorers to ensure that 10 people will visit the store in the form of video or live broadcast on the day of the store opening. After the official opening, he also spent a lot of money to invite a celebrity to visit the store. If some out-of-town shop influencers come to Tianjin, I will also invite them to come to the store. Shopkeepers who spontaneously come to punch in the shop will also give certain discounts. ”

The boss said that at present, it seems that the effect of the promotion of the store is very good, and the heat on the platform has been there, basically every day as soon as it opens, it will be queued. "Of course, the traffic brought by the store is only temporary, and if you want to do it for a long time, you have to rely on your own product quality and service."

Unlike this Sichuan restaurant, Lao Huang felt that the publicity of the shop was completely unworthy of its name.

Lao Huang runs a pastry shop in Tianjin and has been tepid for more than 3 years. Seeing the rise of the shop, he also found several shop experts with more than 100,000 fans on the Internet, and after communication, he spent 20,000 yuan to invite several shop experts to the store for publicity.

After the shopkeeper arrived at the store, he took pictures with professional equipment and set up several scenes disguised as customers. However, the effect after visiting the store was not satisfactory, and the group purchase coupons hung out in the video of the shop were sold in total to less than 10. Later, he learned that many of the fans among these shop explorers bought it, "they are not 'living people', how can anyone come to consume it?"

A few joys and a few worries. In the process of investigation, many merchants told reporters that the money was spent, people were invited, and the video was filmed, but they did not achieve the expected effect. There are even some shop-exploring bloggers who deliberately have bad reviews because of problems such as poor communication with merchants.

According to public reports, last year, when a man in a spicy hot shop in Tangshan, Hebei Province, finished eating and checked out, he said that he had come to visit the store and asked the merchant to waive the order for him, otherwise he would give a bad review.

The water in this circle of exploration shops is particularly deep

There are bloggers who take money and only say yes

Find a target restaurant, according to the distance, traffic conditions, etc. to determine the time to visit the store; the shooting tools are not necessarily particularly professional, even if there is only a mobile phone + bracket, you can start recording video, edit it and send it to the relevant platform. The UP master "Orange Fly", who has nearly 300,000 fans on the B station, told reporters that generally speaking, this is the production process of a store visit video.

"Orange fly a little" said, at first he just wanted to share with netizens some of his usual favorite restaurants, and then the online platform to explore the store video began to prevail, he followed to try a few, felt very disappointed, some stores obviously do very general, but the shop blogger blew it to the sky, so he also started to explore the store, is to share the real experience and feelings.

With the same purpose in mind, "Tianjin Hard Brother - Food Entertainment" began to explore the store around October 2020, but did not expect a good response, and now, he has nearly 900,000 fans on a short video platform. Recently, in a residence in Hexi District, Tianjin, the reporter met the "Tianjin hard brother", he bluntly said that it is very hard to do this line, visiting the store consumption, shop inspection, copywriting ideas, video editing, etc., every day to spend a lot of time and energy on this.

During the investigation, the reporter found that many shop bloggers have taken over the promotion of shop merchants, advertisements from other manufacturers, game publicity or directly bring their own goods. Some shop bloggers admit that advertising revenue accounts for a large part of their income sources.

In order to maximize the interests, the field of exploring stores has inevitably produced a lot of chaos. "The water in this circle of the shop is particularly deep, and there are many pits inside." Talking about this, the box of "Tianjin Hard Brother" opened at once.

"There's so much to make a fuss about. For example, some stores asked us to do promotion, claiming that the bottom of their pot is free, and they can eat shabu lamb for 20 or 30 yuan per capita. In fact, this is simply impossible, either synthetic meat, zombie meat, or the amount is particularly small, and there is no enough to eat. Even so, there are still some shop-exploring bloggers who are willing to take orders and read exactly according to the manuscript provided by the store. For example, he said, for example, a shop-exploring blogger has visited a century-old store, and all the shops are the best and number one shops in the local area, and there is no reference value at all.

"Tianjin hard brother" recalled that he had been to a cafeteria visited by other bloggers before, usually tens of yuan a bit, the store is known as crab casually eaten, after going to know, crabs only half a day on a plate, the plate is full of crab legs. There are also some bloggers who send group purchase package tickets of 39 yuan and 69 yuan after visiting the store, and consumers are told by the store after placing an order that they can only be used at a specific time or by appointment. And these, many shop bloggers will not take the initiative to inform in the video.

"There are indeed some shop-exploring bloggers who collect money and don't care if they have experienced it well or not, they will recommend it to netizens one by one." "Orange flying" said, some companies that specialize in shooting shops, a day may have to shoot four or five stores, after the dishes are placed and photographed, they will go directly, sometimes even a bite is not eaten, such a shop has completely become a marketing means, for consumers there is no reference value, but also easy to cause a lot of waste.

In the view of many shop bloggers interviewed, when visiting the store, the blogger mainly explains his preferences and his true feelings clearly, so as to have reference value for consumers, which is also the biggest significance of the store. But now, there are more and more shop bloggers, and some bloggers fly to various places to explore shops, but there are more and more cases of lying and doing fake things.

Form a high-praise industrial chain for exploring stores

Relevant departments carry out rectification in a timely manner

People who often brush short videos and pay attention to the store may have encountered this situation: a store opens, and a group of bloggers come to visit the store to achieve the effect of dominating the screen; but the pictures and words taken by the bloggers are very similar, feeling like "copy and paste".

Why is this happening? After investigation and undercover exploration of the store group, the reporter found that behind this is a complete industrial chain of shop exploration brush praise.

"×× barbecue, ×× platform 4-8 levels, a single number of food labels 100 yuan a group, up to 4 numbers, can be experienced during the Spring Festival, identify the two-dimensional code in the mini program into the group consultation" "×× bar, suitable for dating, now recruit ×× platform unlimited grades, a group of up to four numbers, a number of two cups of mixed wine plus snacks ..." This is the reporter recently saw an advertisement in a visiting shop group.

Originally, this is someone organizing group friends to go to some stores for free experience, after the experience to post a good content containing pictures or videos to visit the store. And this kind of shop buying and selling, some don't even need to really explore, just like the praise brush list. "Explore the store 100 yuan, do not explore the store 80 yuan, I have several advanced numbers" "Now do not receive the store, only can not receive the store, the picture content needs to be provided by you, a 10 yuan"... Similar ads are also common.

The number of such shop visiting groups is huge, and some of them are publicly sold online and need to have an account to reach a certain level or have a certain number of fans. The reporter saw in one of the online stores selling group resources that the group of shops in a certain place has grown to nearly 30 groups, and each group has hundreds of people.

The evaluation of some local stores on the online platform can often see pictures and text with high similarity of visiting stores, and some even brush a few pages.

"Tianjin hard brother" introduced to reporters what he knew about the chaos of brushing orders: "Some intermediary brushing agencies will push the door in, tell the store how many Internet celebrities and fans they have, ask whether the store needs to explore the store service, and after asking, they will give the store a price list, and the price on it will be cheaper than the offer of the blogger who visits the store." In fact, the intermediary and the shop blogger are a group, some accounts are also brushed out of the fake fan number, hundreds of thousands of fans forwarded the video few. ”

"These chaos leads to a vicious circle in the field of shopkeeping." "Tianjin hard brother" said.

In view of the above situation, the relevant departments have carried out rectification actions. In March last year, the Shanghai Municipal Bureau of Market Supervision conducted centralized law enforcement against six companies suspected of "brushing orders and speculating in letters". In December last year, the Central Cyberspace Administration deployed a special operation to "Clear And Clear, Crack Down on Traffic Fraud, Black Public Relations, and Online Water Army", and hired professional writers and network water troops to fictitiously "planting notes" and "Internet celebrity evaluations" as key targets for rectification.

(Source: Rule of Law Daily, Rule of Law Jingwei, Reporter Zhao Li, Trainee Reporter Zhang Shoukun)