Recently, Tiktok Life Service released the industry's first "Food and Beverage Shop Exploration Specification", which regulates the "shop exploration" promotion behavior of merchants and Internet celebrities. What is the store detection and why are the store detection specifications introduced? The essence of "exploring stores" is to transform online sharing into "grass economy" of offline consumption relying on the Internet platform and traffic, connecting businesses, talents and consumers. With the development of the online celebrity economy, many we-media bloggers have turned into "store detectives", sharing their on-site consumption experience on social platforms in the form of pictures, texts or videos, which not only provides platform users with "grass planting" or "lightning protection" information as consumption reference, but also brings a large number of customers to high-quality businesses. However, as an emerging form of business through content drainage, driven by the flow and profit, the lack of relevant norms and the unclear rights and responsibilities of merchants and experts once led to various chaos. For example, the talent extorts "king meal" with bad comments, "cloud search shop" through editing network material, and exaggerated and publicized false "planting grass"; The merchants refused to receive at the agreed time, failed to provide free meals as agreed, and illegally launched homogeneous products. Such incessant chaos has disturbed the normal industry ecology, not only deeply troubled businessmen and celebrities, but also caused consumers' concern. Now, the platform can crack down on false propaganda through punishment actions such as warning, offline video, account downgrade, and ban submission. It can also judge responsibility for different violation scenarios through measures such as restricting access to business orders and restricting the release of matchmaking plans by merchants. While maintaining the interests of all parties, it also enhances the credibility of the platform's "store search" content. Such a "store detection standard" is worth praising. At present, the "store exploration specification" is still in the pilot stage, mainly in the catering industry with the most active store exploration business. In the future, other social platforms and consumption platforms with rich store exploration resources can also sum up experience and improve the long-term management and disposal mechanism. Not only will the restaurant exploration norms in the catering industry be extended to the whole country, but also further explore wine tourism, beauty, entertainment and other industries, so as to make the "store exploration" content of the whole platform more standardized and diversified. It is worth affirming that the measures of "exploring shops and standardizing" on the Internet platform to rectify chaos and clarify rights and responsibilities, but it still needs joint efforts of all parties to truly maintain the vitality and resilience of the "grass planting" economy and maintain sustainable and healthy development. Local market supervision departments should, in accordance with relevant laws and regulations, severely crack down on false propaganda and the use of orders and letters, and thoroughly break down the industry chain that uses the same quality and high praise. Businessmen and talent should consciously and strictly abide by laws, regulations and platform rules, adhere to the principle of truth and integrity publicity, and constantly improve their credibility. Darren should abandon the marketing idea of "collecting money to do things", and provide information that is really valuable to consumers. They should not only seek profit and flow, but also cheat and mislead consumers regardless of the real store experience. Businessmen should understand that exploring the store is not a "magic weapon for attracting customers", and the traffic brought by the talent is only temporary. Only by adhering to the mentality of "the fragrance of wine is not afraid of the depth of the alley", and maintaining the focus of doing a good job in products and services, can the "online red shop" continue to be popular for a long time. (Wei Jiayue) (Outlook New Era)
Edit：sishi Responsible editor：xingyong
Source：http://www.ce.cn
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