"Grass planting consumption" needs to be vigilant against the false planting of "weeds", which is suspected of false publicity
2022-02-28
Friends have dinner, go to public comments and search for nearby recommendations; Buy cosmetics, turn over the little red book and others' notes; Start with electronic products, open Zhihu and take a look at the suggestions of professionals... Now, "grass planting" is affecting the consumption habits of more and more people, and major e-commerce platforms have joined in one after another, "grass planting consumption" has become a common practice. However, I do not know when, some "notes" and "evaluation" of writing and sending on behalf of others and fictitious consumption experience have quietly appeared, inducing or even misleading people's shopping decisions and damaging the legitimate rights and interests of consumers, which has been questioned by the public. The interviewed experts said that "false grass planting" in the name of sharing is actually disguised marketing, overdrawing the trust foundation of "grass planting", destroying the network ecology and market order, and urgently needs to be regulated. "Planting grass" has become a social way "Every time I see some practical products recommended by bloggers, I'm very excited and want to buy them!" Tiktok, who works in Shunyi, Beijing, is "after 90". After work, he always takes out his mobile phone, and "scrolls" the little red book and the jute. Before placing an order, Xiao Wang will specially browse other people's evaluation of the use of the product. "Listen to the suggestions of others" is very necessary in her opinion, because it is difficult for her to have a comprehensive understanding of all similar products. "Others can plant grass for me. If my consumption experience is good, I can also plant grass for others. This is a mutual process." Xiao Wang said. "Planting grass" mentioned by Xiao Wang is an Internet buzzword, which generally refers to the behavior of recommending something to others and making others like it. The saying of "grass planting" originated from beauty forums and communities of all sizes. With the wide application of new media, "grass planting consumption" has a larger and broader platform. Not only products are shared and recommended, but netizens make fun of it from time to time: in the era of mobile Internet, everything can "grow grass". As a new form of consumption, the prevalence of "grass planting consumption" has many reasons. "For consumers, they want to buy the best products and save time and effort. But in most cases, people have to 'shop around' to buy good things." Ding Ying, associate professor of the Business School of Renmin University of China, pointed out that "planting grass" captures the psychology of consumers and provides convenience in improving the efficiency and accuracy of decision-making. "Today's consumers have changed from passive recipients to active participants, hoping to participate in and even dominate the consumption experience. This is most obvious among young people." Ding Ying said. In May last year, a research report from CITIC Securities showed that 64.3% of generation Z (the generation born between 1995 and 2009) were affected by the recommendation of "planting grass" when shopping. In the "grass generation · post-95 fashion consumption report" previously released by airy consulting, the "post-95" is called "grass generation", saying that it has strong brand communication and "grass planting" ability. The younger generation growing up with the Internet has a natural sense of intimacy for online social networking. Xiao Wang told reporters that mutual "planting grass" is a social way. Even if we don't know each other, by sharing "grass planting notes", understanding product reputation and discussing consumption experience, we can find groups with similar interests and gain a sense of identity and belonging. If the recommended goods are purchased and recognized by others, the heart will be very happy. Online bloggers, experts and other groups have played a great role in "grass planting and consumption". "When consumers make decisions, they will be greatly influenced by the reference group." Ding Ying said that unlike endorsements, online celebrities and other groups are closer to everyone's daily life, like friends around them. If there is self-identity for their personal devices, consumers may become their "fans". After that, even if there is no special demand, they will have a desire to buy after seeing the recommendation. "I hope that in the new year, I will become more temperament." At the beginning of the new year, Xiao Chen, who had just started working in Shanghai, set a goal. "To this end, I have paid attention to some interested bloggers and experts. Some recommend some books and some teach how to wear. I want to be as smart and fashionable as them!" Xiao Chen believes that the process of "planting grass" is also a process of self remodeling. "False grass planting" is suspected of false publicity While everyone enjoyed the convenience brought by "planting grass", some "weeds" also grew savagely. Before each trip, Ms. Liu, a tourist lover, will search the delicious and interesting places of the destination, based on the "grass planting notes" on the Internet. "In most cases, the recommended content is good, but there are a lot of notes with 'a lot of water'." Ms. Liu admitted that, for example, the highly recommended restaurants actually have ordinary dishes, high prices and poor service. The shared "punch in resort" is over beautified with filters, and the real landscape is seriously inconsistent with the pictures. Many netizens have experience similar to Ms. Liu. During the national day last year, a note of "Pink Beach" attracted countless netizens to punch in. As a result, the "romantic beauty" was actually earthy brown land with rough gravel, which surprised people. Some netizens also exposed their own experience: after being "planted with grass" a certain cosmetics, their face itched after use. After inquiry, they learned that it was "three no products". A recent survey by China Youth Daily showed that 78.2% of the respondents had been "grass planting" by the Internet, and 61.7% of the respondents believed that skin care products and cosmetics were products that were easy to step on by "grass planting" on the Internet. In the development process of new things, once they are profitable and the supervision is not in place, they will often deviate from the original intention and cause chaos. An insider said that some "online celebrities" do not have enough product identification ability, and some boast about their products without trying them for petty gain. What's more, behind all kinds of "grass planting notes", there are a large number of writing and distribution teams, forming a gray industrial chain: the task of writers is to write "copywriting" with rich details and strong fan power according to the needs of businesses. Subsequently, "copywriting" will be transferred to bloggers and experts with a large number of fans selected in advance, and will be launched and promoted on major platforms under the name of "personal test is effective". Some businesses also invite ordinary users to cooperate by sending private letters: users do not need to use experience products. As long as they copy and paste the graphic materials provided by businesses and publish them under their own account, they can get remuneration ranging from a few yuan to dozens of yuan. "This is not only cheating consumers, but also undermining the market order." Ding Ying said that if more and more businesses only pay attention to "copywriting" and employ "online celebrities" and ignore the improvement of product quality and service level, in the long run, it is not conducive to the healthy and orderly development of the market and industry, and with the increase of the number of consumers cheated, it will also lead to the decline of the overall trust level of the society. The Internet is not an extrajudicial place. In view of the current fictional "grass planting notes" and other situations, China's laws and regulations have clear provisions. Xue Jun, vice president of Peking University Law School and director of e-commerce law research center, said that knowing or should know that the content is not the publisher's real experience, but making up "grass planting notes" for profit is suspected of false publicity. "In accordance with the provisions of the advertising law, the anti unfair competition law and the e-commerce law, if anyone deceives or misleads consumers by using false publicity, relevant personnel will bear corresponding legal responsibilities." Promote overall, comprehensive and systematic governance Not long ago, the central network information office launched a nationwide special action of "Qinglang · cracking down on traffic fraud, black public relations and online water army", including "focusing on combating the employment of professional writers and online water army's fictional" grass planting notes "and" online Red evaluation ". All major platforms also actively cooperated and achieved initial results. Taking xiaohongshu as an example, since the special treatment of "false grass planting" was launched in December 2021, xiaohongshu has banned 81 brands and offline merchants, handled 172600 false "grass planting notes" and 53600 illegal accounts. In order to deal with the "false grass planting", netizens also racked their brains and summarized some "anti grass planting" experiences: punch in and search on the social platform with keywords such as "pit avoidance" before hitting the popular scenic spots; Multiple bloggers should be vigilant when recommending the same product in a short time; The comment area is full of praise with high similarity. Pay attention to the authenticity Whether we carry out special actions or summarize the experience of "anti grass planting", it is not a permanent solution. How to fundamentally "grow grass" healthily? The experts interviewed said that supervision should be strengthened in multiple links and the whole chain to promote overall, comprehensive and systematic governance. The first is to grasp the "bull nose" of the platform. Users trust the platform because of its credit endorsement, and the platform also obtains traffic dividends from users' favor. If the platform is full of false propaganda, it will naturally affect its own reputation and development. Xue Jun believes that we should make full use of the advantages of Internet technology and other "big data" to strengthen the screening mechanism for users. It is difficult to distinguish the sharing and marketing in the "grass planting notes", which is an important reason why many consumers accidentally "step on thunder" and "enter the pit". Theoretically, if you publish personal consumption experience without charging any fee, it can not be defined as advertising; If an agreement is signed with the merchant and the fee for publicity and promotion is charged, it shall belong to advertising. "But in reality, unlike common endorsement advertisements, consumers can't understand whether the 'grass Grower' charges or not." Xue Jun said that in order to protect consumers' right to know, the platform should mark the content with commercial marketing nature in "planting grass" with the word "advertising" to play a reminder role, which is also reflected in the measures for the administration of Internet advertising (Draft for public comments). In addition to the existing laws and regulations, "regulatory authorities and industry associations can formulate corresponding rules and standards to strengthen industry supervision and self-discipline." Hong Tao, director of the Institute of Business Economics at Beijing University of technology and industry, said. He suggested that institutions and accounts suspected of false publicity should be banned in time, and relevant institutions and personnel such as merchants, counterfeiters and swindlers should be included in the industry blacklist to form a deterrent effect. "The reason why the grey industrial chain is formed is that it is difficult to achieve individual sporadic brushing, distribution, control and evaluation, in which the agent operator has played a key role." Xue Jun said that we should focus on the governance of relevant third-party order receiving intermediaries. If necessary, the information of these agents can be collected and shared among platforms, law enforcement and regulatory authorities. Ding Ying said that "planting grass" is a kind of word-of-mouth marketing. When there is a lack of trust between planting and being planted, people's psychological foundation will be broken. "A good grass planting atmosphere should be maintained by everyone." Ding Ying said that for groups such as wanghong and talent, the recommended things should be true and reliable, so as to gain long-term trust and support. As consumers, we should rationally "plant grass", actively participate in supervision, find clues, and actively complain and report, so that "false grass planting" has nowhere to hide. (our reporter Shi Zhipeng) Some legal provisions related to false publicity (link) ■ advertising law of the people's Republic of China Article 4 advertisements shall not contain false or misleading contents, and shall not deceive or mislead consumers. Advertisers shall be responsible for the authenticity of advertising content. Article 5 when engaging in advertising activities, advertisers, advertising agents and advertisement publishers shall abide by laws and regulations, be honest and trustworthy and compete fairly. Article 28 Where an advertisement deceives or misleads consumers with false or misleading contents, it shall constitute a false advertisement. The first
Edit：Luo yu Responsible editor：Wang xiao jing
Source：people.cn
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