Fake "grass planting" real advertisement? 78.2% of the respondents have been "grass planting" by the Internet
2021-11-04
The "double 11" Shopping Festival has kicked off, and some people will pay attention to the "good thing sharing" of bloggers. But more and more young people find themselves fooled by some "planting grass" (referring to the process of recommending a thing to another person and making others like it - editor's note). Have you ever been "grass planting" by the Internet? Recently, a survey of 2013 respondents conducted by the social survey center of China Youth Daily (Wenjuan. Com) showed that 82.6% of respondents would search for relevant "grass planting" recommendations before shopping. 78.2% of the respondents had the experience of being "planted grass" on the Internet, and 61.7% of the respondents felt that skin care products and cosmetics were a kind of products that were easy to tread on thunder when "planted grass" on the Internet. 65.9% of the respondents suggested standardizing advertising and marking "advertising" for soft advertising. Among the respondents, the Post-00 accounted for 18.8%, the post-90s accounted for 56.1%, and the post-80s accounted for 25.1%. 78.2% of the respondents had the experience of being "planted grass" by the Internet Before shopping, post-90s Zhang Lei (a pseudonym) will search for relevant "grass planting" recommendations, "comprehensively consider the user experience and purchase products in combination with their own needs". "When you buy skin care products, you will search for relevant recommendations, and then look for the opinions of professional users. When you go out to eat, you will go to public comments, search nearby recommendations and see the comments." Huang Xing (pseudonym), a college student in Beijing, said. Before shopping, 82.6% of respondents would search for relevant "grass planting" recommendations. Zhang Fuyao, a college student in Beijing, said that when buying digital products, he would not rely on other people's "grass planting", "The hardware of these products is open and transparent. You can easily judge the quality of the products. You can buy them with a goal after determining the demand, and the after-sales service is generally guaranteed. However, for some clothing, cosmetics, daily necessities, etc., you will take a look first, because you don't have so much time to choose from a wide range of products, and you can find them quickly and efficiently through 'planting grass' recommendation Products that meet demand ". In the survey, 78.2% of the respondents had been "grass planting" by the Internet, and 21.8% had not. Huang Xing said that everyone's situation is different. Some things are not suitable for themselves, and some bloggers receive advertising for promotion, but the product quality is not good. The survey shows that 61.7% of the respondents think that skin care products and cosmetics are a kind of products that are easy to step on when "planting grass" on the Internet. Others include clothing, bags and shoes (45.5%), tourist attractions and routes (44.3%), electronic products (31.5%), daily necessities (30.3%), beauty food (22.2%) and places of rest and entertainment (17.7%). Zhang Fuyao thinks that daily necessities are special. Unlike clothes, shoes and cosmetics, you can try them in offline stores. Unlike digital products, hardware information is open and transparent. Daily necessities can only be used before you can realize whether they are easy to use. It's easier to step on thunder. Zhang Lei thinks that tourist attractions, delicious food and places of rest and entertainment are easy to step on the Internet for "planting grass". For this kind of consumption, consumers will give more consideration to their experience after use. In order to attract more consumers, businesses are prone to false evaluation. Huang Xing thinks it's easy to step on thunder when buying skin care cosmetics according to the notes of "planting grass", because everyone has different physique and skin texture, and what is suitable for others may not be suitable for him. There are some delicious foods in the food list, on the one hand, there will be a brush point phenomenon, on the other hand, they are often not suitable for their own taste, so they will "pull grass" after eating. 53.9% of the respondents would use the search method of "keyword + pit avoidance and stepping on thunder" to avoid the pit in reverse Nowadays, the notes on "grass planting" on some platforms have a complete industrial chain, and writing articles, praises, comments, etc. are not true and objective. In this regard, 21.5% of the respondents said they do not believe in "grass planting" products, 47.9% of the respondents feel hard to say, and will depend on the situation, and 30.6% of the respondents said they still believe in "grass planting" products. Huang Xing doesn't believe much in the notes of "planting grass" now. "I mainly look at the comments below the products, judge by the proportion of positive and negative comments and pictures, compare and analyze how each planting grass blogger describes the same product, as well as his past comments and promotion, whether there is a" black history ", and recommend unqualified and inferior products, which can be judged together". Zhang Lei said that some "grass planting" notes are purely marketing, but even if they are sincerely shared, the sense of experience will vary from person to person, so we still need to have our own judgment. How can people distinguish some bloggers' false "grass planting" notes? In the survey, 53.9% of the respondents will use "keywords + avoiding pits and stepping on thunder" The way of search is to avoid the pit in reverse. 50.3% of the respondents will focus on the comment area. The evaluation rate with close time and more words is probably advertising. 48.8% of the respondents will check whether anyone has discussed the blogger's "black history" before being planted by the blogger , 39.1% of the respondents will compare different bloggers, 31.2% of the respondents think that many bloggers must be advertising the same Amway product at the same time, and 5.7% of the respondents are not very able to distinguish. Zhang Fuyao said that the brush praise will generally stipulate to send a few photos, comment on how many words or more, and there are certain requirements for follow-up evaluation. Some brush praise is still easy to see. For example, some high praise pictures have not changed the background. Those deliberately brush bad reviews are better distinguished. In the case that the buyer can really give bad reviews, the buyer will send pictures or chat with the customer service In the screenshot, there is no evidence that "picking a bone in an egg" is obviously malicious behavior. Some anchors directly distribute the publicity draft provided by the merchant, and many identical publicity texts will appear, which can be seen at a glance. Zhang Lei usually compares different bloggers by searching, focusing on the comment area. The evaluation rate with close time and more words is probably advertising. Many bloggers recommend the same product at the same time, which must be advertising. He also clicks on the blogger's home page to view the blogger's information and understand the daily dynamics of bloggers. "Nowadays, advertisements are everywhere on social media, and 'planting grass' has become a trap. In this case, we should polish our eyes and master certain discrimination skills.". Zhang Fuyao thinks that as a marketing means for businesses to promote their products, the "grass planting" notes need to comply with the provisions of the advertising law and live up to the name. For those businesses or anchors who lure buyers to place orders, the online shopping platform should strengthen supervision and crack down severely. The bloggers or anchors of "grass planting" should also have their own professional ethics and "grass planting" to consumers according to their real consumption experience Or help everyone avoid the pit. For the phenomenon of "fake grass and real advertising", 65.9% of the respondents suggested standardizing advertising, and "advertising" should be marked for soft advertising In addition, 63.9% of the respondents suggested further targeted regulatory opinions and effective regulation, 53.1% of the respondents suggested encouraging platform competition and avoiding dominance, and 41.0% of the respondents suggested unblocking complaint channels and encouraging consumers to protect their rights. "As consumers, we should improve our own quality. On the one hand, we should give correct comments realistically, on the other hand, we should also polish our eyes. Don't be deceived by false praise and marketing means, which will damage our own interests." Zhang Fuyao said that when you buy the same type of products, remember to shop around and get the goods at the same price. Don't be greedy for cheap. In addition, choose some formal channels, watch the live broadcast and try to choose the anchor with good reputation. You can go to the physical store to experience it before you buy it, and it's not too late to start again. Huang Xing hopes that all platforms will further strengthen supervision and ban accounts in serious violation. In addition, we should pay attention to improving the quality of customer service and encouraging consumers to protect their rights. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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