The delivery rider's family encountered a major change and had no choice but to take their child to deliver food; Three runs were all in vain, and I fell twice, causing the rider to break down and cry loudly; Female delivery riders deliver food late at night and cry loudly after their vehicles are stolen... On short video platforms, the experiences of these "delivery riders" have won sympathy from many netizens. However, these videos have been confirmed by the media or police to be fake videos set up by bloggers using the "rider persona". Experts believe that some bloggers and internet celebrities who impersonate riders and shoot "bitter" short videos to attract fans and traffic not only consume the love of netizens, but also may prevent riders in real need from receiving help. Therefore, it is necessary to strictly regulate and crack down on such fake videos. In October of this year, several short videos about "delivery riders taking sick children to deliver food" were widely spread on social media platforms, targeting the food delivery industry. Subsequently, the official accounts of the relevant food delivery platforms released a statement stating that after multiple verifications and communication with the personnel who appeared on camera, these videos were all fabricated and seriously inconsistent with the facts. In September of this year, a video about a food delivery guy who connected three orders in heavy rain and ran for nothing, fell twice, and cried uncontrollably at traffic lights sparked public attention. After verification by the media, it was found that the video was fabricated and published by Zhang to gain attention and attract fans, attempting to monetize through sales. The police have imposed administrative penalties on him. The situation of impersonating delivery riders and making false videos is not a recent occurrence. Last August, a short video of a female rider in Kunming, Yunnan delivering food late at night and crying after her vehicle was stolen went viral online. According to the news from the China Internet Joint Rumour Rejection Platform, after verification by the Kunming police, the online video of "late night delivery sister found her car stolen downstairs" was planned and shot by netizen Zhou and other three people. Zhou and three others were later administratively detained by the police in accordance with the law. Why did poor marketing target the food delivery industry? Zhang Chenggang, Associate Professor of the School of Labor Economics at Capital University of Economics and Business and Director of the China New Employment Forms Research Center, stated that there are two main reasons why the "selling misery marketing" focuses on the food delivery industry: firstly, the large number of employment groups in the food delivery industry, close to people's lives, and low imitation threshold; Secondly, food delivery riders work hard and often face risks such as complaints from users and theft of food by others, making it easier to gain public attention and sympathy. Behind the dismal sales, it is actually the tactic of traffic business impersonating and filming fake short videos that has been repeatedly exposed by the media. Why do some people still believe it? Regarding this, some netizens expressed, "I thought he was a real delivery person just because he was wearing takeout uniforms." However, a reporter's investigation found that on e-commerce platforms, high imitation takeout uniforms ranging from short sleeves to assault jackets are easy to buy. On November 7th, after searching for takeout workwear on an e-commerce platform, reporters found that many businesses were selling takeout workwear at low prices, with some takeout jackets even priced as low as 30 yuan. From the appearance of the products alone, it is difficult to distinguish the differences between these products and official takeaway uniforms, and many merchants also label them with words such as "official website genuine" and "official website new". However, some food delivery platform staff have stated that handmade rider clothing can only be obtained through the rider service mall within the rider app and has not been authorized for sale through other channels. After obtaining clothing and props, some bloggers, in pursuit of profit, design scripts specifically and use plot interpretation to attract traffic. There are also cases where controversial topics are used to attract attention. After obtaining a certain amount of traffic, some bloggers make profits through traffic advertising or live streaming sales. Behind the fact that 'riders are miserable' is actually traffic business Lawyer Wang Weiwei from Beijing Zhongwen Law Firm stated that in recent years, selling poorly on short video platforms has become a typical tactic for gaining traffic. From the "older brother getting into Peking University and younger brother dropping out to sell apples" to the widely discussed "Liangshan Mengyang Auction Tragedy" incident on the internet, and now to the "food delivery riders taking sick children to deliver food", although the form has changed, the essence of selling tragedy marketing and using public goodwill to seek benefits has not changed. The chaos of pretending to be a rider urgently needs to be rectified. "Pretending to be a rider to sell fake and inferior products in tragic marketing has taken advantage of public goodwill, deceived netizens' emotions, not only harmed riders who make money by running orders, but may also confuse the public and prevent those who are truly in need from getting help. What's worse, some bloggers and internet celebrities are suspected of illegal and criminal activities in selling fake and inferior products in tragic marketing." Wang Weiwei said that such fake short videos must be strictly regulated and severely cracked down on. Zhang Chenggang also believes that fake videos filmed pretending to be riders will lead to a wrong perception of the social status of riders in society, believing that the rider group is in a difficult situation and ignoring the diversity of the rider group, which will damage the professional image of riders. In addition, after such videos fail, it can erode public sympathy for the rider community, reduce people's willingness and support for the rider community, and affect the riders who truly need help. Fake videos, while inciting emotions, may also trigger public prejudice and misunderstanding towards the platform economy model, complicate the interests in the platform economy, and thus affect the relationship between riders, platforms, and sites Zhang Chenggang said. The reporter noticed that after Zhang, a blogger in Taizhou, Jiangsu, disguised himself as a rider and posted a false video claiming that the rider was paid low and the platform deducted fees, it caused serious problems for the daily work and management of local food delivery stations. Riders frequently held videos to ask if there were really unreasonable deductions, and at the same time, they repeatedly encountered doubts when recruiting new riders. In this regard, Zhang Chenggang suggested that short video platforms should strengthen risk control of short video content through technological upgrades, and improve the efficiency of identifying false information and malicious hype content. At the same time, relevant departments should strengthen daily supervision and increase the punishment for bloggers or teams who maliciously create false content. Liu Xiaochun, director of the Internet Rule of Law Research Center of the University of Chinese Academy of Social Sciences, also proposed that short video platform enterprises should establish and improve relevant measures such as discovery, identification and timely disposal, especially for content fields with frequent occurrence and high risk, and build adequate and targeted prevention and control models relying on big data technology. Once false or untrue content is discovered and identified, timely action should be taken to prevent counterfeiters from exploiting it. (New Society)