Introduction
NBA gives big move again, invite discharge to star Cai Xukun holds the position of figure ambassador. Butter is small unyielding man of character giving birth to era match, cause each naturally to just spit groove. The expert says, discharge broke through circle layer, connect NBA to cannot avoid custom. More netizen thinks, the discharge abacus of NBA hits a fault. Because consume ability, habit and impulse maly continuously, be absent completely to measure level with woman customer. Not only measuring level, intermediate wrong still move measures level 8 times.
This is academic, have in course of study of electric trading company bright reflect. Platform of man cable business is very few, perpendicular platform has been like the female the crucian carp of the river: Dawdle street, beauty says, like contain, sweet bud, Le Feng the net is waited a moment, can saying is beautiful women or fragrant flowers fights jam of colourful, circuit.
Most famous count little red book even. Make the platform of gregarious cable business that gives priority to dozen of woman customer, little red book takes view all the way infinite. Attract star to enter not only halt, iron pink heat is held in both hands, more obtain A in, the of reinforced material of Tecent fragrant heart. Just, flourishing under, problem hidden trouble also is in accumulation: Expose to the sun one after another the information that give is divulged, brush a quantity pink, false " kind careless " , the incident such as sale fake, make its public praise rapid glide, of near future happening " nicotian door " be related, more push its needle of aweather mouth billow. A lot of chaos is resembled, loss is worn the enduring line of the market, consumer, also brewing the crisis that a public praise trusts.
Little red book is this how? Change show lack of power backside, what kind of awkwardness to imply again?
Someone says, current Internet of course of study contend for, of the solid Libaba that it is A and Tecent contend for. Former the king that is electric business, latter is gregarious overlord. Long Hu is fought below, to working in small Internet company, the hardest choice is afraid even if " stand in line " problem, once beautiful group is case namely.
Choose Tecent, cannot choose A in; Choose A in, cannot choose Tecent, appeared not to become the guild regulations of article. Nevertheless, exception also is some, content cable business is for instance small red book.
C annulus obtains Tecent 100 million dollar invests, d annulus by get in A cast, tecent follows cast. Capital is added hold under, value of appraise of little red book reached 3 billion dollar.
Scan widely Internet course of study, 5 years time achieves value of appraise of 3 billion dollar, although say not to get one branch alone beautiful, also consider expression laudable however. Be in especially gregarious + electric business domain, can A in, Tecent advocate be in harmony of business Wu success and, little red book really not simple.
Platform of a lifestyle, discover good, true, multivariate world here. This is the ego description of little red book in its official net. Also be to taking this kind of happiness to wish scene, a lot of customer come to little red book, become faithful user. Nevertheless, the near future appears " nicotian door " incident, let its decline altar, revealed another affectation, chase benefit, break the law even violate the world of little red book of compasses.
The picture comes from a network
Be involved in " nicotian door "
On April 15, beijing disease accuses a center to release data of sale of Chinese Internet tobacco monitored a result 2018, "Little red book " the heavy disaster area that becomes nicotian sale. There are many 90 thousand on its APP with " smoke " pertinent sale information.
In monitoring, disease accuses central discovery, a large number of nicotian advertisement sales promotion, hide in message of feelings flexible language and pseudoscience information. Among them, message of feelings flexible language is occupied than 14.97% . Pass apply colours to a drawing the relation between tobacco and love, friendship, close affection, beautification smoking behavior, promotion public is spent to the self-identity of nicotian brand. In addition, relevant pseudoscience information 418, pass transmission and scientific and adverse pseudoscience information, will attract more and potential client.
According to date of Zhang of government of Lanzhou city public security bureau " Lanzhou net alarm go on a tour of inspection executes the law " issuance text says: Home page of APP of little red book has the name is " smoke of electron of hard nucleus teenager, refuse secondhand smoke " article, sheet sees caption be like is to dissuade smoking, actual content is to be in however market product of an electron smoke.
Consult relevant article, it is likeness makes a way mostly. Be like " girl worry ｜ thought otherwise wants to buy × × × or proceed with for ages, the evaluation that shares me to everybody became good " , begin writes: "Smoking is harmful and healthy " , introduce a cigarette with length of more than 1000 words subsequently.
So crude operation, apparent condole made the good and real world of little red book.
Of hotter eye is, such article still became actually explode civil: Win 4168 assist and 698 reviews, 4837 users collected this essay. The comment writes the first times: "A person that does not smoke, actually careful a serious ground sees one word! Actually careful a serious ground sees one word!!
Little red book, nicotian door, explode civil, 3 each take the collision heating up a word of discharge one case, the instant held central issue of media public opinion.
Well-known, tobacco is different from other goods, strict advertisement publicizes limitation.
Say from legal angle, afore-mentioned tobacco in APP of little red book are flexible language, nicotian sale information, essence is to put in nicotian advertisement secondhand, belong to advertisement to violate act.
" advertisement law " the 22nd regulation: "Prohibit be in mass communication agency is tool of public perhaps, public traffic, outdoors release nicotian advertisement. Prohibit sending the nicotian ad of any forms to minor. Prohibit using the advertisement that other goods perhaps serves, commonweal ad, name of propagandist tobacco products, brand, pack, decorate and similar content. " " Internet advertisement runs temporary measure " the 5th the 2nd also sets: "Prohibit using Internet to release prescription drug and nicotian advertisement. "Prohibit using Internet to release prescription drug and nicotian advertisement..
To this, little red book expresses: "Little red book objects any forms transmit tobacco, be in now check all and pertinent information, get offline all alluding that take notes nicotianly. We still can adopt a few measure to guide, inscribe a box about the word of smoke of Buddhist monastic discipline than as above line, encourage and lead the way of life of smoke of Buddhist monastic discipline. Encourage and lead the way of life of smoke of Buddhist monastic discipline..
Such response, in the quadrature in compasses, very the government, the doubt sound of unappeasable however consumer, industry.
Cause chain reaction even, more spearhead begins to aim little red book: Fall only frame it is OK to violate compasses flexible language? What should oneself of little red book assume to violate cost again? Why does this kind of illegal phenomenon happen how to long exist again? Whether to still have other violate compasses commodity to wait a moment?
In fact, to releasing " tobacco flexible language " action of this kind of illegal ad, have clear penalty measure. Basis " advertisement law " fiftieth 7 regulation, have violate those who release nicotian ad action, "By industrial and commercial administration the branch is instructed stop to release advertisement, to advertisement advocate be in million of 200 thousand yuan of above yuan the following amerce, the clue is serious, OK revoke business charter, examine mechanism cancel advertisement to investigate the approval file, reject a complaint inside a year by advertisement its advertisement examines application; To promulgator of advertisement operator, advertisement, by industrial and commercial administration the branch confiscates ad fare, be in million of 200 thousand yuan of above yuan the following amerce, the clue is serious, OK advertisement of revoke business charter, revoke issues the certificate that register " .
Discover not hard, the little red book that throws boiler simply fears hitting a fault abacus: The likelihood brings about amerce, have risk of revoke business charter even.
Nevertheless, this still is not worst result.
A more deep-seated crisis is, this incident reveals a flaw that little red book is running side of content of examine and verify, cause the trustful crisis of the market, consumer then.
Moxa intermediary seeks advice from analyst Li Songlin to express, "Internet platform offers trading information carrier not merely, very old rate still is the build person of the market. As the person that the market is built, platform is necessary to have corresponding responsibility with management behavior to businessman management content, must make sure the businessman is not arbitrary at least and be. Electric business platform should perfect mechanism of examine and verify further, may use the means that cooperates examine and verify with the program artificially, release examine and verify with what this strengthens pair of products and relevant product. Release examine and verify with what this strengthens pair of products and relevant product..
Notable is, the content information first time that this is not little red book is oppugned.
The die young of examine and verify
For instance " kind careless " mode.
Alleged " kind careless " , it is diction of a network, means points to " the superior quality that publicizes some kind of commodity with inviting buy " behavior, say simply even if recommend same thing to another person, let its like the course of this matter content.
Show according to vocabulary entry of Baidu of little red book, differ with platform of other report business, little red book is from community build up. At the beginning, the user notes overweight to share abroad shopping experience in community, to later, besides the United States makeup, protect, appear to be shared about the information of motion, travel, household, journey, hotel, cafeteria on little red book, touched the square field surface that consumes experience and lifestyle. Nowadays, community already became barrier of little red book, also be the place that other platform cannot duplicate.
Discover not hard, the community on small Gong Shujiang's big line, for " kind careless " offerred grow soil, also made its profit pattern, namely the user is shared through the content product of other user, under gregarious public praise, bring rich fission discharge. Big data of recycle of little red book, master user demand, put in commodity to undertake changing showing definitely through essence of life. Allow drainage in order to use in doors namely, reoccupy cable business is reaped change now.
The advantage of this mode depends on, can hold efficient low cost change rate, and the user has extremely tall viscosity to platform, believe this also is the place that values most with Tecent in A.
Of course, afore-mentioned logistic foundation, it is to build in the quality, content that has quality is shared on.
Can say, 5 years short, little red book makes a trade quickly alone horny animal, those who lean is all wool and a yard wide content share. The strong public praise of community of this kind of content, the faithfulness that formed an user is spent, trustful feeling and company group attributive feeling, not only bring high grade discharge, more become change show sharp weapon. The development base that this is little red book, also be the root that its live.
Unfortunate is, abuse of this kind of pattern is apparent also: Increase as dimensions, the user releases information increasing, how to undertake to information true and effective examine and verify becomes difficult problem. In the meantime, the user releases content longer, cannot rely on examine and verify of key word retrieval simply. Face huge content news, the ability of examine and verify of little red book appears have too many problems to deal with. Occurrence problem, also became very natural issue.
For instance of near future exposure " kind rough a type of literature consisting mainly of short sketches " era writes be related, can show an issue very much.
The picture comes from a network
There ever were many media coverages to say before this, the business that era sends little red book is very global. 10 thousand to 20 thousand vermicelli made from bean starch " amount to a person " people, the charge that releases a product to recommend directly should come 600 yuan 300 yuan, see a graph write article charge to reach 1000 yuan in 700 yuan, it is a few cheaper that vermicelli made from bean starch counts little meeting to want. And Everyman sends a product to recommend, want 50 yuan only. Intermediary suggests generally to take vermicelli made from bean starch little " element person " add vermicelli made from bean starch of on 10 thousand " amount to a person " undertake putting in together, the effect is better.
This means an user to see " kind rough a type of literature consisting mainly of short sketches " , may not is an user the real experience to the product, and the likelihood is a businessman look for person generation to write for sale place " flexible language " .
Comb carefully, with respect to meeting discovery, flexible language also has these sale definite pattern. With " nicotian door " for exemple, does Beijing disease accuse a center to accuse smoke to do director Duan Jiali to express: ? This kind of e.g. heart form cigarette that? of of hot hanging pedal likes around her, fine, or what explodes bead new taste, what figure, this kind of content compares much; teenage respect, with his love, close affection, friendship these join rise, raise tobacco to be opposite so teenage appeal.
Beijing disease accuses Pi of Ceng Xiao of central vice director to also point out: Be in China at present, the male remains the main consumption group of cigarette, but go up in Internet platform, female and teenage group are making nicotian sale news advocate object. The discovery that monitor, a few basically confront a woman guide buy share the existence on platform a large number of nicotian sale information (2051) , platform is shared to go up in these lives, female user was occupied about 7 into. Divide " smoking " " smoking " outside, "Explode bead " " fine " " love is fond of " the keyword that waits to also love to discuss most into the female.
True share turned sale into flexible language actually, this is planted phonily careless problem, brought about the sound of the criticism with sharper media.
To the user of little red book, "Kind rough a type of literature consisting mainly of short sketches " the greatest value, it is the authenticity that has height, can become the left and right sides even its buy decision-making main power. Will look from now on, little red book is being acted purchase group adviser, or the part of platform big Kol. True it is its most the competition ability of core.
Apparent, no matter be nicotian door, still be kind of rough a type of literature consisting mainly of short sketches, smash what this kind of authenticity attacks. Accompany hereat, little still red book consumes the collapse of entry form in the authority in consumer heart.
Carry out false problem
What make a person anxious more is, such injuries reach the major issue that development lives even, still do not have those who cause high level of little red book to take seriously it seems that. Rhodium money is searched in platform of business of a few cable " generation of little red book is written " , put in many shop to begin era to keep business as before.
Accompany " kind rough a type of literature consisting mainly of short sketches " flush, chain-reacting is fermenting, for instance more serious fake problem, already caused the strong reaction of the user even.
Have media coverage, in March 2019, ms. Li goes up in little red book self-supporting inn buys snowflake beautiful government suit of elite of breast of beautiful water of a snowflake, skin allergy problem appears after using.
Subsequently, ms. Li puts forward to retreat goods to appeal to to customer service of little red book beg, the other side expresses to need Ms. Li to go to a hospital to open an examination to prove. After Ms. Li produces allergic proof, still did not get satisfactory answer however.
"Snowflake beautiful product brings about they say to my allergy was not written directly on the proof, return money to me, but cannot bear medical treatment cost. " Ms. Li expresses: "I do not agree with such processing result. "I do not agree with such processing result..
The doubt basis of Ms. Li is, did not find in product package mount prevent pseudo code. She asks customer service of little red book offers quality goods proof, the appraisal network address that the other side supplies is a blank however.
Here the circumstance falls, ms. Li to Shanghai fine the market that decide an area supervises management board to complain, but because of " this mails a product continuously for Hong Kong, belong to individual article to manage, not be inside superintendency limits " , without result and return.
"Later they (small Gong Shufang) the processing that gives me retreats goods refund and compensation namely as a result certificate of 50 yuan of acting gold. " Ms. Li expresses: "They are procrastinating all the time, agree with this plan till me. Agree with this plan till me..
In the meantime, ms. Li is very dissatisfactory also to manner of processing of customer service of little red book. "Particularly awful manner is when their customer service calls to me, feel I am to should cheat their that holiday one compensate the money of 10, some calling when coming over to solve a problem, still laugh in the phone. Some calling when coming over to solve a problem, still laugh in the phone..
Not come singly but in pairs, user wool gentleman also is in get together complain on express: Oneself want to buy a MAC106 to send a girlfriend. Did not think of the girlfriend has besmeared a little while mouth is swollen rise, does meeting bloat come to normal lipstick mouth. And small Gong Shuli also has off color the 106 color of the face and this. Buy the home to still say coloured difference is normal.
Ms. Dong also has the user similar failure experience, its express: In Elta of little red book abroad flagship store is bought prevent bask in two, elta advertisement says pure natural product, but bought product has very powerful and pungent paint taste, formaldehyde flavour, doubt is like buy fake, communicate for many times with customer service, without openly response, the requirement that return money refuses for many times, and do not have specific reason.
Those who be worth to emphasize is, the experience of afore-mentioned users is not an exemple. In get together complain, on the platform such as black cat, the problem that is aimed at fake of sale of little red book is not scarce. Provide acid place to depend on quite, on the page of city of young red bookseller, still have " the whole world is collected continuously, care, holiday is not had after quality goods safeguard, carry out one compensate 10 " model of written characters.
Those who make a person interrogative is, with the little red book of community build up, what should know very well its settle down and get on with his pursuit is an user originally. Accordingly, to violating compasses conduct propaganda, content era is written, the harm of sale fake is sure be clear at the heart. Why, still allow to be caused by afore-mentioned random elephants, damage foundation of public praise accredit?
Of gregarious cable business tired
Believe little red book, also do not want to eat photograph malformation so. Under the personal integrity of so large scale, perhaps change showing anxiety is important think.
Well-known, cost of examine and verify is content kind the one part expenses with quite large platform. Cite a case, content kind platform today's top headlines, in January 2018, the group of content examine and verify of today's top headlines already overtook 4000 people, and Xu Yilong of deputy editor in chief of today's top headlines says, this data still can continue to increase, predict to break through 10000 people very quickly.
Small Gong Shuxian does not have the actual strength of today's top headlines like that. Although QuestMobile report shows, DAU of little red book is in 2018 the beginning of the year only 300 much, end DAU is stable already in August in ten million above. Open letter also shows, "During the Spring Festival, active user number is compared growth of the corresponding period exceeded 300% last year, reach new high point " .
But read the little red book that appears flourishing, change show a side however much cry and little wool. Oneself battalion receives data to still hold the lute in the arms all the time half block face.
Nevertheless, in the fact that discloses from orgnaization of media expert, tripartite, can see some of clue.
The picture comes from a network
Media respect, " finance and economics " the report shows, self-supporting cable business is in little red book 10 billion yuan GMV target failed to finish 2018, and do not have implementation gain, rank in crossing condition cable business the 2nd, market share is occupied than 13.4% , the 74% photographs that pull with the first Netease take an examination ofing are quite older than difference.
Moxa intermediary seeks advice from tripartite orgnaization release " Q1 China crossed quarter of condition cable business to monitor a report 2018 " , also flank confirm this one current situation: Netease take an examination ofing is pulled, day cat international and Beijing east the whole world is bought wait for head cable business to collect a phenomenon apparent, 3 person take 60% above market in all, portion of field of small red book market only 5.6% .
Moxa intermediary seeks advice from father Zhang Yi to express, "The whole of electric business running water of little red book is not very good, this also is its transition advertisement changes a showing account. The user of little red book still basically is a female, and the female has very good those who use is naughty treasure and day cat, beijing east very good content flows, solved shop the male user demand that does not have endurance. Solved shop the male user demand that does not have endurance..
According to relevant data statistic, 2018 double 11 in, taste only can trade the forehead is achieved 10.2 billion; Day cat clinchs a deal finally the forehead is 213.5 billion yuan, beijing east trade finally the forehead is 159.8 billion yuan, data of little red book does not have complete exposure.
Analysis of Lei of Cao of director of research center of electronic business affairs says, at present Netease take an examination ofing pulls the sea to buy, day cat international, Beijing east the whole world buys these to blow only cable business year sales volume dimensions all is in one billion four hundred and ten million and sixty-five thousand four hundred and eight above, attribute the first a group of people of same interest; attribute 23 a group of people of same interest.
Cao Lei expresses, because commodity price is transparent, customer of gregarious cable business is sensitive to the price, spend to platform faithfulness low. In addition he still thinks, little red book faces future how to widen discharge changes even show channel. "Little red book wants gain to rely on media attribute only insufficient still, if where not to affect an user to experience the circumstance falls,still need exploration, raise discharge to change the way of rate further.
In afore-mentioned evaluations of orgnaization of media, expert, industry, can see, little red book changes now not successful, open secret already was inside course of study. On the other hand, the change of manner of Qu Fang of author of little red book, also can show an issue very much.
Before this, qu Fang of author of little red book ever still expressed sturdily, source of income of little red book is electric business, community did not earn a minute of money.
Can be in April 2018, qu Fang begins to correct oneself however: exploration advertisement changes those who show commercialize method, big probability uses form of iformation flow advertising.
In the meantime, net of 100 million Europe ever reported 2018, future 3 months, little red book employee of in part of department of dissolve cable trade, this branch will from about 500 people cut to 200 more than person, more than 10 group that differentiates according to merchandise category place also will not shrink come a digit.
On December 3, 2018, little red book announces, already cleaned out treasure open in the mobile phone new round inside measure, realize the synchronism of commodity and content of little red book.
From content to advertisement, little red book changes the dear condition of showing way all is shown.
It is this road only, bad to go.
Cast afore-mentioned chaos to be not carried like the problem, from mode character, advocate the little red book that makes content community, can attract user of high quality viscosity, but catenary side is being supplied in the product is short however board, this brings about its product to do not have price advantage. Come so, the user is probable above little red book generation buys demand, be in subsequently clean out treasure to buy a product. Those who change character, little red book is the flow that using his, do for others marry the garment.
"Current battalion of little red book harvests source too onefold, electric business is pure burn money, fragile supply catenary hard firm consumer, once flow prediction of a person's luck in a given year or add fast put delay, the battalion that advertisement brings closes to also can give now to slip " , li Chengdong analysis weighs analyst of electric business strategy.
Trade public figure expresses, if little red book uses pattern of iformation flow advertisement, lost content true this one great competition ability. Simple for, money puts advertising on business door, although product and content are wronger, also in front of of can male crouch. Those truly good content, if do not have money promotion, meet disappear forever. Look so, are this and masses commented on have again why be distinguished?
CEO Zhang Yi seeks advice to look in moxa intermediary, what advertisement goes after is profit, dimensions does running water of business of cable of not big; to be able to have been compared, but profit can be compared relatively low. This is the thing of be in a dilemma.
On the other hand, large-scale take pattern of iformation flow advertising, also can let similar generation write " kind rough a type of literature consisting mainly of short sketches " , the conduct that perhaps brushs a quantity is more serious.
The picture comes from a network
Trustful crisis
Be like little red book by force to cannot change socialization successfully now, whether is proving socialization changes a bogus proposition now?
At least comes round to look from eye, socialization still gets the optimal way of discharge.
Shake sound, deft hand, even him Tecent small no matter,inspect much hotter, cannot contend with small letter on discharge. Socialization is the person's nature, this everybody cannot be changed. Place of gregarious cable business causes chase after the discharge that holding backside in both hands is electric business to long for. If be tasted only in those days together,can selling the business, content that spells great professional work spelling a group and little red book now share especially etc is this logic.
As the change of type of the wire mould on consumer, suffer the practical effect that manipulates a tool, before electric business platform " search " drive is in be on the wane. Mobile socialization overturned traditional and gregarious mode, this also lets course of study of electric trading company begin to enter " halve a period " .
Look from this angle, share economy also or gregarious economy, can yet be regarded as has the business of the future.
For the electric business of setting of new-style to be badly in need of consumption, having Gao Pi to deserve to spend with socialization originally, both tardy cannot perfect in all be in harmony, enterprise oneself problem is afraid is main reason.
For example little red book, there is some of get dizzy with success after oneself discharge increase sharply, hold high build content to shed banner oneself, begin self-supporting professional work, covet eats off the total flow in him hand readily. Spread cost without consideration content however.
If little red book does not have so radical action, however choice and tripartite businessman, or the brand just cooperates directly, oneself are dedicated promote gregarious property, make net flow entry, form solidder consumer goods public praise, move toward heavy mode gradually by light mode again, also won't fall into helter-skelter condition probably.
Look in rhodium money, impatient cannot eat to heat up bean curd, too radical reap discharge, can be just the opposite to what one wished only. In the second half of Internet, discharge pool already was not the ground that military strategist in ancient China contends for surely, even if Tecent has the flow that exceeds billion population, its factional beautiful group is going show respect or not within the foreseeable future.
If want to realize true socialization to change,show, it is more important that public praise of intensive cultivation, character compares mode, rate it seems that. Will look with this, nicotian door it may not be a bad idea, kind rough a type of literature consisting mainly of short sketches, it is minor incident probably. If is chased blindly benefit, missing the market, consumer even basis of the trustful foundation of partner, investor, development, that ability is dig one's own grave, right crisis place.
A what kind of world to present to the user after all? It is happiness, true, pursue interest hypocritical still deceit, overly, this test is worn the wisdom of be in charge of of small Gong Shuyi or father Qu Fang, rhodium money also will pay close attention to continuously.
