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Plastic surgery is no longer an unavoidable topic, and there are even many bloggers who have become popular because they share their plastic surgery experiences. In this era of beauty is justice, because of the pursuit of good looks, more and more people choose the means of medical beauty.
In the field of body and plastic surgery, the "new oxygen" public account has long occupied the top spot, with 100,000+ headline articles, and even the eighth position has 20,000-30,000 reads.
However, I am afraid that many people do not know that the main company of new oxygen has received a bunch of judgment documents, and currently involves 152 court announcements.
In the vast majority of these case disputes, Oxygen is a defendant, mainly involving celebrity reputation rights disputes, portrait rights disputes, and the cause of disputes is usually caused by "New Oxygen" public account articles.
Even if the lawsuit is entangled, the new oxygen public account is still active, and it still rubs the hot spots of the stars every day and uses the portrait rights of the stars. What are the mysteries and routines?
1. Rubbing the heat of the star, is it actually the wealth code?
New Oxygen is one of the seven public accounts opened by Beijing New Oxygen Technology Co., Ltd., and on May 8, 2014, the first push "Pay attention to the official WeChat of New Oxygen, that is, send 100 oxygen points!" This is a very typical diversion from the new oxygen medical beauty platform to the public account.
There are also a number of special topics, such as: Korean case sharing, case sharing, new oxygen goddess cultivation and so on. But the amount of reading is not ideal, very few over a thousand, and even double-digit reading.
Until "Burst Faye Wong threw 5 million children's face needles and won the Fengfei compound".
This article is the first article of new oxygen to read 100,000+ articles, the first two headlines are only five or six hundred, after a hit, the reading volume climbed a ladder, hovering in a thousand.
This explosive article also allowed The new oxygen to find the style suitable for its own public account. It is to keep up with the hot spots of the entertainment industry, take advantage of the curiosity of the melon-eating masses, and gossip about various news in the entertainment industry.
After paying attention to the new oxygen public account, you will receive an automatic reply, and from this reply, you can see the positioning of this public account.
For example, celebrity gossip, plastic surgery, medical beauty dry goods, more accurately, is to combine entertainment gossip and medical beauty.
The title of each article is very exciting, but in fact, the title routine is inseparable, mainly around two points of "pulling" and "gimmick".
For example, the title Tang Yixin came back after giving birth to the beautiful bombing day, but unfortunately to Qiao Xin, who is a in the, obviously stepping on one.
In this kind of pull-and-step text, the words often used are: hanging, crushing, enemy, changing face, overturning, etc.
emm...... At this moment, I picked up the small book and wrote it down, which is the explosive title password.
Gimmicks are simpler, new oxygen is keen to rub the hot news of the entertainment industry, cue female stars in the entertainment industry.
For example, "Yang Mi's face collapsed to his neck?" "Zhao Lusi was connotated by Yu Mom" "Xi Mengyao spent a lot of money on her face in order to keep her husband, and was worn by her 10-year-old husband with green hat + domestic violence, and the Internet celebrity Ju Jingyi and so on"
As a body beauty public account, boring medical and aesthetic knowledge science is certainly not attracting people's attention.
But looking at the gossip in the entertainment industry, everyone is just moving. After all, the essence of human beings is to like to eat melons, and the most popular search on Weibo is not celebrity gossip.
The picture of each article is also exquisite, if the central point of this article is to praise people, then match it with a beautiful photo.
Of course, the title cannot be lost, and the more exaggerated it is, the more exaggerated it is.
For example, "XX thin into double digits", "more than XX, crush XX, leg essence", "XX worldly specialty", "face value hanging XX". Praising a person always has a sense of glamorous déjà vu.
This kind of pulling and stepping method is also vividly reflected in the content of the article.
Compare the appearance and figure of stars and stars, for example, writing that Li Xiaoran's skin color is better than Fan Ice Soup, and the major stars all walk around and take a group photo to win steadily.
If the article title is just an event, no name appears. Then the picture will be coded or accompanied by a back photo, so that you can't see who you want to write from the picture.
For example, this "mouth is so cheap, he is mixed up in your circle by what ah..." The accompanying picture is obviously a man, but the face is blocked, which causes suspense, and it is really a little uncomfortable not to open it.
Not only pulling and stepping, but also having this advanced writing skill out of nothing is also playing a lot.
For example, this article, writing Guan Xiaotong and Yang Mi collided with shirts, netizens sprayed straight leg surgery. In fact, the so-called netizens are made up and imagined, and there is not even a picture.
This paragraph only accounts for 15% of the total length, and the next 75% of the content is actually an introduction to the corrective leg surgery in the medical aesthetic community...
These are routine operations, and there are more riotous ways, catching wind and shadows, forcing interpretation.
For example, Wang Sicong's ex-girlfriend Dou De'er won the beauty pageant in South Korea. I stared at Weibo every day and didn't know anything, and when I opened it, I found that I was routine.
It turned out to be a Korean lady who bumped into the face of Dou De'er, mistakenly thought that she had won an award, emm...
For example, a few days ago, Wang Yuelun quit a company that applied for the trademark of LIXIANG STUDIO "Li Xiang Studio", which has a certain correlation with Li Xiang.
Then the new oxygen was written in the title as "Let Wang Yuelun clean up?" Although there is a question mark, I have to say that this title is wonderful, after all, the melon-eating masses have a huge interest in the married life of celebrities.
2. Selling dog meat with sheep's head on a medical aesthetic project?
The essence of "new oxygen" is an online platform that provides inquiries, selection and appointments for medical aesthetic services, so as a public account, the daily update content is naturally around medical aesthetic services.
Although from the title point of view, the articles are all around the entertainment circle to eat melons, but click on the article will find that many of the content has little to do with the theme!
For example, "Being ridiculed by the whole network for green tea, being diss pie face, Zhao Lusi really used up the power of the flood in order to tear off the label..."
This headline is a hot spot that rubbed Zhao Lusi and Yu Zheng, and just through the title I thought Zhao Lusi had done something for this green tea incident. As a result, the article turned out to be a very, very hardcore cleansing towel review, which made me look confused.
In the whole article, Zhao Lusi only appeared in this paragraph, or Zhao Lusi wrapped an ice pack with a face towel to reduce swelling in the morning, and the others were all the benefits of using a face towel and the evaluation of six face towels.
For example, "Cai Xukun was 14 years old and Zhang Junning was in the same frame for the first time, and it was too great to take a picture of the woman's face after 8 years..."
Originally thought it was Zhang Junning's gossip text, but it turned out to be through a sentence "Zhang Junning, why haven't you changed?" And even tighter than it was 8 years ago?" Forcibly deflected the style, began to praise how good the photon skin is, and finally promoted beauty projects.
However, the advertising implantation of new oxygen does take a lot of thought.
For example, in this article, "Xi Mengyao first exposed her life after marriage, and frankly spent a lot of money on her face in order to keep her husband?"
At the beginning, I simply wrote about Xi Mengyao's married life in the show, and in the middle, I turned to Xi Mengyao's skin change, which is to pave the way for the next product and promote the OLAYA streamer bottle.
This kind of article is a gimmick, the title makes me excited, but the content presses me to the ground and rubs it. Very typical hanging sheep's head to sell dog meat, the title and content can basically be divided to see.
This is also the consistent method of many articles of new oxygen, the hot spots in the entertainment industry are written in the front, and the real purpose of the article is to implant advertising.
One reason for the new oxygen positioning star gossip is that this flow comes quickly and attracts attention. Another reason is to use the changes in the appearance and body of female stars in the entertainment industry to promote their own medical beauty projects.
This kind of operation has no sense of violation and is done in one go, but this kind of gossip entertainment industry stars get traffic and publish commercial advertisements, in exchange for a large number of infringement disputes.
3. Judicial disputes 161, the loss is not as fast as the profit?
As of press time, Tianyan check showed that beijing oxygen technology co., LTD., a company affiliated to the new oxygen public account, had 161 judicial disputes. Most of them are portrait/reputation infringement/network infringement, and copyright infringement accounts for a small part.
The former is usually the unauthorized use of celebrity photos, for commercial purposes, etc. The latter usually use genuine images from a gallery without authorization.
This wave of operations is really normal, just like the more beautiful public account we wrote before and more than 50 stars have fought nearly a hundred lawsuits.
These two public accounts that have long occupied the first and second lists of the beauty category are basically to write articles, infringe, and then go to court to fight lawsuits, lose money, then write articles, and then lose money, and so on.
There are two main types of these infringement lawsuits:
1) The official account uses the portrait right without authorization
On June 3, 2016 and April 5, 2017, New Oxygen published an article on the WeChat public account "Is Zhang Yuqi's middle finger because of his qilin arm?" "This conscience drama with a higher rating than Zhen Huan's biography actually has a plastic surgery face that bumps into Yang Zi's face!" 》
The article uses the film and television drama photo of star Zhang Fengyi, and contains contact information, two-dimensional code and other information at the bottom of the article.
In October 2017, Zhang Fengyi discovered these articles and sued The New Oxygen to the court, claiming 200,000 yuan in economic losses and 50,000 yuan in psychological consolation. The court finally ordered that Xin oxygen should compensate Zhang Fengyi for economic losses of 60,000 yuan.
In April 2017, star Li Xiaolu found that as many as 8 articles published by the new oxygen public account used his portrait and violated the right to reputation, and sued the new oxygen to the court, which ordered the new oxygen to compensate 142,000 yuan.
2) Unauthorized use of portrait rights on the official website platform
An artist named Meng Xiaoyi sued Xin Oxygen and the medical institution merchants who settled in Xin Oxygen, and used 24 portrait pictures and selfie videos without permission for commercial publicity of plastic surgery, claiming 552,000 yuan.
Here it should be explained that in addition to the official number, there is also an official website, which can be entered through the public account / search engine. Many medical institutions will settle on the official website of new oxygen and open stores in new oxygen.
There are many columns under the store, such as details, reviews, photo albums, diaries, etc. Among them, there is a diary that uses Meng Xiaoyi's identity to publish plastic surgery experiences, but this diary is not published by himself.
It should be emphasized that the diary appeared at the bottom of a breast augmentation product with a price of up to 23,000 yuan, that is, the identity of the artist was used to promote this medical aesthetic product.
In this case, Oxygen is not the infringer, but the network service platform, and the merchant is the infringer.
The final verdict was that the article was published under the shop, and the shop operator had to review it. As a service platform, as long as the infringing content is deleted, it does not need to be liable. The final result of the judgment was that the medical institution only needed to compensate less than 20,000 yuan. And that
Through these cases, we discovered a set of operational processes for New Oxygen. Write celebrity gossip, obtain traffic, promote medical aesthetic products, medical aesthetic institutions settled in the new oxygen platform, and both sides gained benefits.
These medical beauty products are often thousands of yuan large, and the number of appointments for a single product reaches hundreds of people, and online appointments need to pay an appointment fee.
For the new oxygen, as long as a few transactions are tens of thousands of yuan in sales, not to mention having millions of fans, articles 10W+, the product conversion rate is absolutely terrifying and scary.
In this way, it seems that the compensation of tens of thousands, hundreds of thousands is not a big deal. Even if you lose millions of yuan in lawsuits every year, New Oxygen will publish more than 2,000 articles every year, with an annual reading volume of about 200 million, and the income created by these articles with the help of star traffic far exceeds this compensation fee.
What do you think of the new oxygen public account?
The lower right corner of the article supports it