The 20 18 China Internet Celebrity Economic Development Insight Report jointly released by iResearch and Sina Weibo recently shows that by May of 20 18, the total number of online celebrities in China has reached 588 million, and the scale of online celebrity economy will exceed 2 trillion yuan. However, with the deepening of online celebrity products in life, a large number of problems about these products, such as exaggerated publicity, uneven quality, trademark infringement and quantity fraud, have also emerged, and the "pit" in the "online celebrity economy" has begun to make people hard to prevent.
Online celebrity stores, Li Kui jy and Gui Li are hard to distinguish.
Since the first half of 20 17, hi-tea has set off a wave of drink shops among online celebrities and has become the object of many young people's pursuit. In the first half of this year, a drink shop named "Xishe Xicha" in Beijing claimed to spend a lot of money to buy the formula from "Xicha" and jointly operate with Xicha, which attracted many consumers.
However, the fact is that online celebrities' drink shops have encountered shanzhai. Xicha quickly voiced that the above-mentioned stores did not have any form of cooperation with them. This situation is not uncommon. For example, after Bao Shifu, a pastry shop in Wuhan, became popular on the Internet, shops like Bao Shifu, Bao Shifu and Supreme Bao blossomed everywhere in Beijing. Because shanzhai stores are all signs and products that imitate "Zunzun", even the names are very close, which is difficult for ordinary consumers to distinguish. One of the reasons for the popularity of Master Bao's pastry shop is that there are always dozens of meters of "long queues" in front of the door, and the fans are surprisingly enthusiastic. Some media went deep into QQ groups, forums and WeChat groups and found that "foremen" posted filling tasks online and organized a large number of part-time workers to queue up as "trustees" on the spot.
First confirm whether the trendy products are harmful.
Now, as long as the word "network celebrity" is added, coupled with the help of the Internet, people's enthusiasm for consumption can often be ignited. However, some online celebrity products really can't stand scrutiny, with high prices and amazing sales, but there are security risks, and even some products are "three noes".
The recently popular "smoking ice cream" also has certain security risks. Food-grade liquid nitrogen refrigeration is added to this online celebrity food. Rapidly atomized liquid nitrogen is generally safe, but some children may suffer oral injury after eating it.
For these trendy online celebrity products, experts suggest that consumers should be optimistic about the ingredients of the products, identify whether the products have qualified instructions and safety labels, see clearly the ingredients such as food and beverage raw materials, and consider the safety factor when eating. If the online celebrity products belong to the "three noes" products, they must not be bought and eaten.
The routines behind online celebrity marketing should be clearly seen.
Or a "functional artifact" that can lose weight, sunscreen and whiten; Or an "honorary winner" who has won some awards at home and abroad and has been endorsed by various authoritative organizations for his quality; Or all kinds of high-profile "exaggerated products" that show off wealth ... With these different "temperament" online celebrity products, consumers often need to be vigilant.
In addition to some online celebrity stores hiring people to queue up to create illusions, online celebrity products also have many routines. Online celebrity products usually show a lot of praise and experiential promotion, and offline stores are often in short supply and business is booming, but in fact they are usually routines.
Some online celebrity products have many honor "platforms", but these honors are usually unreliable. After media exposure, the so-called "3. 15 anti-counterfeiting and fidelity honor mark" and "anti-counterfeiting and fidelity consumer alliance unit" of online celebrity Ma Zibao brand are unauthorized, and their business models have not been certified at all, which are purely fictitious honors and self-promotion.
In addition, there are a large number of protagonists advertised as "get rich quickly", often lacking names and surnames, and there is no way to search. The online celebrity products under this marketing model are simply nonsense, and some of them have even violated the law. Consumers must spend rationally and distinguish between authenticity and falsehood.