In the busy life, modern people often have unbalanced diet and abnormal work and rest, so they want to supplement some needed nutrition by taking health food.

In the era of mass media, artists and celebrities with popularity and trust have been speaking for healthy food for many years. Now on social media, there are also many influential influencers who output and push information according to their respective professional fields, and extend the production and sales of subsequent peripheral products. Some celebrities who are oriented to medical health and scientific popularization have also played the banner of health preservation and launched health food.

Photo: Ji Fei

Youtuber "Mrs. Li Ke", who has millions of subscriptions and is popular because of her high academic qualifications and knowledge, recently launched "Astronaut Vitamin", which triggered a series of controversial discussions.

Is it effective to eat health food? Developers find people's knowledge gap.

"Mrs. Li Ketai" launched "Astronaut Vitamin" on the fund-raising platform, taking her personal experience in the biomedical field and her husband's doctorate in pharmacy as one of the selling points, indicating that the product contains a variety of nutrients, and one bottle can reach 12 bottles. The product was successfully raised in a short time. In just one week, more than 30 million funds have been accumulated and more than 6,000 people have placed orders.

Photo: Mrs. Science Youtube channel promo

In addition to selling well, many doctors and nutritionists have issued a document questioning that the ingredient dosage of this product is too low and the propaganda language is too exaggerated, which does not really meet the demand.

The dosage of this capsule is far from enough for water-soluble vitamins that are easy to lack. For example, B 12, my suggestion is about 100mcg, and hers is 1.38mcg. As for why the dose is so low, I guess the reason is simple-# I'm afraid of trouble. The vitamin dose of the Ministry of Health in China only needs to exceed 150%. (Dr. Wang Ziyun. The secret of my youth. )

Domi, an online marketer, analyzed Mrs. Science's marketing copy and found that she hid her weaknesses quite safely when describing her products:

If it is an ordinary person, without a certain level of pharmaceutical knowledge, there is no flaw at all. She has done an excellent job in hiding the shortcomings of products, which is a good case of marketing research. ..... We are just ordinary people, and we simply don't understand the difference between good and bad products. Therefore, you can only believe what online celebrities or businesses say.

Will the construction of authoritative identity reduce consumers' willingness and space for independent judgment?

Similar controversy also appeared in 20 19, claiming to be composed of professional doctors, pharmacists and other teams, advocating transparency of medical knowledge, "beautiful good friends of MedPartner" and launching the product "lutein" on the fundraising platform.

Figure: Gee

The main products are assured and transparent, the manufacturers are excellent, and the low profits give back to the people. After seven days of fundraising, it has exceeded10 million, and more than 7,000 people have paid the bill. However, some netizens began to question the pricing of lutein, saying that the price of lutein was significantly higher than other markets, and the grade, dosage and composition of raw materials were not clear.

After the storm spread, it was even reported that the professional doctor team claimed by "MedPartner Midea's Good Friends" did not have any business disputes. In the end, "American good friend" chose to withdraw the "lutein" fundraising case.

"Beautiful Good Friends" once claimed to be a team of professional doctors. Their usual knowledge popularization articles and kicking manufacturers have successfully shaped a reliable image; The highly educated and scientific background of Mrs. Science, as well as the science films shown on the channel, have created a high sense of knowledge authority and made consumers feel trust, which may be one of the reasons for their success.

Photo: How about you, Jifei? How to treat this fund-raising case of online celebrity health care products?

A. try it. I want to add one.

B. Wait and see, pull weeds and measure the wind direction

C. Stop thinking and turn a blind eye

D. I don't eat healthy food

E. I won't participate in the fund-raising case.

F. Please leave a message for others to share!