Micro-Blog'S False Advertising Or Shoes And Clothing Businesses Gain Huge Profits

Xiao Chen, a student, was recently advertised by micro-blog.

When he was "weaving his neck", he saw a micro-blog "big size" (with more fans' micro-blog account) forwarded the "genuine Nike casual shoes" advertisement.

"The advertisement comes with a link. After opening, it is a Taobao shop. The price of the shoes that cost nearly 600 yuan is 195 yuan."

Xiao Chen said, "the seller's illustrations and legends are genuine, and most of the buyers are good."

However, these red Nike, which is said to be "genuine".

The color is serious. Xiao Chen complained that "shoes are almost impossible to wear, and finally I was thrown away. This quality is definitely not" genuine ".

When the reporter landed on the advertisement link provided by Xiao Chen, the seller named "linjiliang1" was frozen by Taobao.

Xiao Chen's experience is not a case.

Not long ago, a number of "V" users released the "magic noodle headphones 90 percent off" advertising was a large number of forwarding.

But according to Wang Le, editor of Zhongguancun online music channel, after buying the products personally, it is basically judged that the products they sell are fake.

The original price of the genuine magic sound noodle headset is about 1580 yuan. This advertisement is "highly deceived and can be caught without paying attention to it".

Wang Le also said that according to incomplete statistics, they sold more than 7000 times of the "fake" magic noodle headphones sold in 3 days, with the wholesale price of "fake" magic sound noodle headphones 39 yuan, making nearly 700 thousand yuan profit.

According to Wang Le, the reporter searched one of micro-blog's forwarding users with "V" BADY, and found that the user had been canceled.

Searching for the "magic earphone" again, it is found that micro-blog still exists in this kind of advertisement. Instead, it has been changed for another time by another "V" user named "Xiang Nai Jie", who has been certified as "professional model". The number of forwarding is nearly 3000 times.

After clicking the advertisement link, the reporter came to a group buying website. The website showed that the product had been purchased nearly 6000 as of July 17th.

Advertising on micro-blog has not been flooded for two days in a row, and false advertising is popular.

A user named "Northwest wolf _time" said, "reporting is also no use. There are always false advertisements."

Chain

Advertisers bait bait, network companies or pushing hands, terminal reproduced, the profit model has been formed.

In fact, similar to "Chennai" users, is only a link in the micro-blog marketing chain.

According to one industry insider, advertisers want to promote advertising on micro-blog by two ways: first, to seek help from network companies; and the two is to distribute "bounty" missions on some websites to attract all micro-blog drivers to participate in forwarding.

Specialized network companies usually hold a large number of micro-blog tuba, and rely on these accounts to forward implicitly or covert advertising profits.

According to the amount of fans, these accounts have different forwarding prices.

For example, "HD cinema" with 1 million 70 thousand fans, replied to reporters that it costs 280 yuan to forward an advertisement.

According to the reporter's observation, these micro-blog "big" micro-blog models are basically similar. Apart from routinely releasing micro-blog content that matches their own location, they will also advertise intermittently.

In order to achieve better advertising effect, different types of advertisements will be put on different location micro-blog. For example, micro-blog related to technology is more inclined to forward the advertisement of digital products.

In addition, these accounts will recommend some other micro-blog sizes.

According to industry sources, these mutual recommended accounts are likely to belong to the same marketing team, relying on the "big size" and "trumpet" to quickly gather fans and popularity for the trumpet.

On Taobao, with micro-blog promotion as the key word, many businesses can be searched, including micro-blog forwarding, adding "V" and adding fans.

According to a businessman, because of the outstanding advertising effect, many Taobao shopkeepers will find them to promote micro-blog.

"Tens of thousands of fans of micro-blog account promotion fee is probably less than 50 yuan, hundreds of thousands of mostly in two hundred or three hundred yuan, millions of higher."

The merchant also displayed an account called "three flat cottage", with nearly 300 thousand fans, asking for a price of 80 yuan to ensure that its forwarding number can reach at least 1000.

Paying for micro-blog's "big" forwarding is just the beginning of a promotional campaign.

In order to achieve better communication effect, it is necessary to carry out the two spread.

The "three hits network" claims to be China's largest network promotion outsourcing platform, with the total coverage of micro-blog reaching more than 200 million.

On its website, this is an introduction: "Sina certification micro-blog number 18517, Sina micro-blog promotion coverage 140008712 people."

An employer can distribute bounty tasks on the website and call the network promoter to participate in the promotion.

After pushing the hand forward, after being approved by the "employer", the reward can be divided from 0.1 yuan to 3 yuan, depending on the number of fans.

The reporter looked at one of the tasks and found that the micro-blog content he commissioned to send was: "apple iPhone 4S thirty percent off sales promotion". The reward was 100 yuan. As of July 17th, 119 people had signed up for promotion.

After clicking the advertising link, it is a page of Taobao store, which says that the original price of nearly 5000 yuan, "apple iPhone 4S" as long as 1596 yuan.

The micro-blog advertisement was released by a Sina micro-blog account with only 319 fans, "digital age 168", and has been forwarded 127 times.

In the forwarding list, most fans are thousands of micro-blog users.

After the advertisement was released in July 11th, as of July 17th, the store had recorded 14 pactions, and 8 were in the same period.

Before the advertisement was released, there were only 1 records.

Loophole

Large numbers of accounts make the regulation useless, and high profits allow businesses to fight.

Unlike the professional marketing platform for cooperation with large enterprises, the industrial chain of micro-blog marketing is lack of supervision because of its small size and complexity.

When a businessman can make an advertisement at a very low cost, false advertisements are inevitable.

Chen Jingchao, assistant professor of Journalism and communication at Xiamen University, said, "micro-blog's communication is a chain between people.

In the past, the audience relied on the new media as the "self media", which provided more trust for the spread of micro-blog.

When micro-blog users themselves become advertising publishers, the micro-blog regulation that does not give strength is even more nominal.

Whether it is the regular supervision of the executive departments or the "sports strike" of the joint governance of ministries and commissions, it is difficult to effectively suppress the false advertisements derived from the endless stream of micro-blog marketing.

Chen Jingchao believes that in terms of micro-blog's influence, "trumpet" plays a greater role, and these groups are hard to take into account.

Kuang Wenbo, a professor at the school of Journalism and communication, Renmin University of China, believes that if the Internet service provider foresees false advertising and avoids technology, it should prevent it from spreading. Otherwise, Internet service providers should share responsibility with the information producers.

But in practice, it is difficult to define, and from the perspective of technology and business cost is not very likely.

From the source, advertising links with other C2C and B2C websites in the form of links, and micro-blog is only a link in the process of advertising communication.

Sina micro-blog staff revealed that they had a special team to monitor the users who released a large number of Taobao links.

But at present, false advertisements on micro-blog appear intermittently, relying on short time to make profits.

It is understood that there are long-term sales of imitation goods small team, through micro-blog can produce 200 single shoes a day, the profit of each imitation goods is about 100 yuan, and micro-blog promotion cost as long as a few hundred yuan, such a high profit let merchants "go all out."

Sina has taken active measures to develop micro-blog community convention to provide users with a way to report.

Other media reported that sina micro-blog began to impose strict control measures on the grass-roots scale in order to prevent its commercial interests from dividing its grass-roots advertisements.

The selection of "cold jokes" is decreasing from thirty or forty advertisements per day to seven or eight per day from the peak of micro-blog.

In addition to relying on the government and enterprises themselves, netizens should also improve their ability to distinguish themselves from false advertisements.