First of all, the whole story.
In October, 2065438+0816543810, Zhu Jun published an article entitled "My Story of Caring for Health" in his Weibo, saying that his health condition had been greatly improved after using the company's health products. The article also includes several photos of Zhu Jun, as well as a photo of him with the company's executives. Zhu Jun also launched the topic of "Caring for Health" at the Weibo, calling on everyone to pay attention to and use the company's products.
However, this article quickly caused doubts and criticisms from netizens. Some netizens pointed out that the photos and words in this article were obviously suspected of advertising, but Zhu Jun did not say that this was an advertisement. Some netizens said that the company's products have not been certified by the state, and there are certain risks and uncertainties. In addition, some netizens questioned Zhu Jun's integrity and morality, thinking that he charged high advertising fees behind his back.
With the fermentation of public opinion, Zhu Jun was soon forced to issue an apology statement, admitting that his article was suspected of advertising, and said that he had not received any advertising fees. He also said that there are some misunderstandings and incomprehension about the norms and standards of online marketing. In the end, Zhu Jun and "Care for Health" company were punished, and this incident was widely reported and discussed.
Second, the problem analysis
The Zhu Jun incident mainly involves the following issues:
1. The advertising logo is unclear.
Zhu Jun's article did not clearly point out that this was an advertisement, which led many netizens to mistakenly think that this was his personal real experience and feelings. This vague advertising logo not only violates the provisions of the Advertising Law, but also misleads consumers and harms their interests.
2. The product quality is unreliable
The products of "Caring for Health" company have not been certified by the state, so there are certain risks and uncertainties. This is one of the reasons why many netizens question Zhu Jun's motives and integrity. It is very important for consumers to choose a good health care product, which needs careful consideration and choice.
3. The misunderstanding of online celebrity marketing
The Zhu Jun incident also exposed some misunderstandings and problems in online celebrity marketing. Many network celebrities, celebrities in online marketing, often ignore important factors such as advertising logo, product quality, and only pursue short-term economic benefits. This blind pursuit of effect will not only damage your reputation and image, but also bring some harm and loss to consumers.
Third, enlightenment and thinking
The Zhu Jun incident has brought us a lot of enlightenment and thinking. First of all, we should strengthen the study and publicity of advertising law and improve consumers' legal awareness and recognition ability. Secondly, we should pay attention to product quality and safety and choose reliable health care products and services. Finally, we should abandon the blind pursuit of results and benefits, pay attention to long-term reputation and image, and establish a good brand image and reputation.
In a word, Zhu Jun incident is a failure of network celebrity marketing, and also a warning to network marketing. We should learn from it, strengthen our own quality and ability, pay attention to honesty and morality, and provide better products and services for consumers. Only in this way can we truly realize the sustainable development of enterprises and the harmonious development of society.