In the hot summer, ice cream can be seen everywhere in the streets and alleys. But just when everyone was talking about "the taste of childhood", a news that Wu Jing sued the ice cream manufacturer for infringement was like a hammer slammed on the entire industry. What kind of truth is hidden behind the sky-high claim of 2.12 million yuan? The so-called "celebrity with the same paragraph", is it a sentiment or a trap?
Ice cream used to be an indispensable summer memory in the hearts of many post-80s and post-90s. The colorful packaging, the variety of flavors, and the cold and sweet taste can always take us back to the carefree childhood. But while we are immersed in "emotional killing", the ice cream industry has long deviated from the "original intention".
But whoever eats with a mouthful of food, which one is not a good hand at "rubbing traffic". Some "rub" celebrities, paste other people's photos, and immediately worth a hundred times; Some "rub" hot spots, cater to the preferences of the time, and take the opportunity to make a lot of money. However, when "rubbing" becomes commonplace, it is we, the consumers, who are "poisoned". You think that you are paying a high price to buy memories, but in fact, it is just a bureau of merchants.
Let's take Wu Jing's lawsuit against the ice cream factory this time. Just a piece of ice cream, it has been transformed into "the same style as Wu Jing". What "wolf warrior" IP, what male god image, leads to the top. Wu Jing didn't know it himself, so he "endorsed" inexplicably. Isn't this a deliberate attempt to "touch porcelain"? Even the claim of 2.12 million is not too much.
In fact, such things have been common for a long time. There was a big war between "Lao Gan Ma" and "Tencent" in the past, and there was the shocking price of "Forbidden City lipstick" in the back. As if if you don't make a big news, it's not enough to show your presence. Sadly, when the heat wears off, what are we left with?
In the final analysis, it is still the fault of the desire for profit. When quality loses its "right to speak", gimmicks become the "magic weapon" to win. Obviously, an ordinary ice cream has to be advertised as an "Internet celebrity hit" and a "hard-to-find" luxury. Merchants only have sales and profits in their eyes, and where can they control the feelings of consumers.
But Wu Jing's paper complaint undoubtedly gave these unscrupulous "traffic-rubbing" people a blow to the head. Tell them that no matter how "star" the portrait is, it is not something you can use if you want to. No matter how popular an IP is, it must respect the rights and interests of others. If you dare to "fly", the "iron fist" of the law will dare to greet you in the face.
At a deeper level, this incident has once again sounded the alarm of "emotional consumption". Do we like the appearance of a product or its connotation? Is it blindly following the trend, or is it a rational choice? As consumers, we should keep our eyes open, vote with our feet, and refuse to become a "cash machine" for merchants to make money.
In fact, "feelings" cannot be copied. Everyone's childhood memories are unique, how can they be easily replaced by three or two gimmicks? Instead of wasting money on the so-called "Internet celebrity same", it is better to calm down and recall the happy time of eating ice cream in childhood, which is the power that really touches the heart.
Of course, that's not to say that ice cream can't be innovated. On the contrary, only by constantly innovating, creating quality with ingenuity, and winning reputation with sincerity, can the ice cream industry truly move towards "spring". Wu Jing's rights protection case may be an opportunity for the industry to start anew. Looking forward to the future, we can eat more good ice cream with temperature, depth and feelings.
Ice cream should not only be a "tool" to make money, but also an "emotional sustenance" that conveys happiness and warms people's hearts. In this case, I would like to ask: how should we protect our "taste buds" and "wallets" at the moment when "Ice Cream Assassin" is rampant?