Xiaohongshu sued four companies: false promotion transactions. With the in-depth development of Internet economy, "planting notes" play an increasingly important role in stimulating shopping willingness and guiding consumption decisions. Xiaohongshu sued four companies: false promotion transactions.

Xiaohongshu sued four companies: false promotion transaction 1 Nowadays, searching for "grass paste" before consumption has become an important way for modern young people to know about goods in advance, which has also attracted some businesses to use "grass paste" as a marketing strategy, and the purchasing industry has emerged.

19 10/9 19, Xiaohongshu announced that it had formally filed a lawsuit against four notification platforms, including Micro Media Notification, Chengbao and Nanjing Mussel, and MCN, demanding that they "stop the false promotion and trading behavior against Xiaohongshu", claiming100000 yuan.

A survey by Red Star journalists found that behind the gray industrial chain of planting grass posts, brands, MCN companies, notification platforms and advertisement post publishers cooperated with each other. With the help of the notification platform that provides amateur recruitment service, or in cooperation with MCN company that provides false grass planting service, the brand employs amateurs or online celebrity bloggers to post grass planting posts by product replacement or product replacement, with low remuneration. Some even require employees to place their own orders on the e-commerce platform, post grass planting posts and then refund them, so as to achieve the purpose of brushing the bill. Some brands will make clear requirements for the content of grass planting posts, resulting in customized "grass planting posts".

The number of cooperative talents of the sued company exceeds 100.

"Generally speaking, the service charge is less than 10%."

It is understood that in the past month, Xiaohongshu has implemented three rounds of false grass planting control actions, banning 8 1 brands and offline institutions, handling false grass planting notes 172600, and 53600 illegal accounts. The scope of governance covers the whole ash production chain, from the demand side with fake grass planting to the external MCN institutional platform providing fake grass planting services.

Data map. Young people's consumption sharing platform Xiaohongshu headquarters office building.

Tianyuecha shows that Nanjing mussel media technology Co., Ltd., the notification platform of this lawsuit, is a small and micro enterprise established less than three years ago with a registered capital of 654.38+10,000 yuan, and its business scope includes media technology research and development; Internet information service; Web design; Design, produce, represent and publish all kinds of domestic advertisements; Photography service; Art design; Computer graphic design and production; Corporate image planning; Video production, etc.

654381October 20th, Wang Ming, the person in charge of the above-mentioned company, told the Red Star journalist that planting grass should be a common marketing method for talents in the advertising industry at present. The company's marketing business model is mainly brand entrustment, and then the products are distributed by the cooperative Xiaohongshu Daren (network celebrity blogger), and finally Xiaohongshu Daren sends grass posts.

Platform recruitment screenshot

At present, there are more than 100 Xiaohong scholars who have cooperated with Nanjing Qingkou, and they all have a certain fan base. As for how to ensure the authenticity of the grass post, Wang Ming said that the company only plays an intermediate role. After delivery, Daren wrote down his own experience notes. Daren's content creation is entirely based on Daren's own ideas and tonality. Most of them are shared in daily life, which will not affect Daren's own creative content, and the brand will send a simple product introduction, "generally will not intervene (planting grass posts)."

Platform recruitment screenshot

Wang Ming told Red Star News reporter that the company "generally does not charge a service fee of 10% for the remuneration of this kind of business. This service fee is due to the labor costs of our colleagues and talents. "

For this lawsuit, Wang Ming said that he did not understand the situation for the time being. "We don't want to bring false things to users, which violates the initial intention of our industry."

Take the product or product plus cost as the reward.

There is a brand customized "grass patch"

In addition, notification platform APP, small programs and various notification groups are also important ways to spread the recruitment information of Caoganggang. The audiences of these platforms are more inclined to ordinary people without a huge fan base, that is, "amateurs". The introduction of these platforms includes "Network Celebrity Media Task Announcement Platform", "Gathering Many Brands /pr/kol/koc/ Amateur", "Finding the Products You Want to Launch", "Talent Planting/Evaluation/Delivery" and so on.

Take the amateur recruitment platform "Crab Notice" as an example, brands, operating companies, personal brands and e-commerce companies can publish recruitment information as the main notice on the platform. A customer service staff member of the main account of the platform, Shenzhen Zhuchi Technology Co., Ltd., told Red Star News that the platform will strictly review the background of MCN organizations that publish information and will not charge commissions for the time being. The basic services of the platform are free and open.

Data map.

Red Star journalists observed that the number of recruits for a single product ranged from dozens to hundreds, and brands mostly exchanged products or low-return products for amateurs to share product experience on social platforms. For example, a brand of frost grass planting video needs to recruit 50 nursing beauty bloggers, and it is required to release the planting video within one week after receiving the sample. The reward is the frost grass formal dress worth 109 yuan.

The final publishing platforms of these sticky notes include Little Red Book, Tik Tok, Weibo, Bi Li Bi Li and so on. Product types include nursing, beauty, food, clothing, daily use, mother and baby, pets, shop exploration and so on. The reward for planting grass posts in the form of pictures and texts, except in kind, usually does not exceed 1000 yuan. Most of the high-priced ones are shop-exploring, with a maximum of nearly 10,000 yuan depending on the fan base.

Some brands also require employees to search for product keywords in Taobao, place their own orders, and post grass planting posts on platforms such as Xiaohongshu as required after receiving the products. After the content of the posts is approved, the brand will refund. In the notice group of a skin care brand repair series products, the Red Star journalist saw that the number of people in the group was 164.

A survey by Red Star journalists found that some brands will make clear requirements for the content of grass planting posts. Taking a skin care product as an example, the reporter asked how to write a grass sticker as an amateur. The brand said that it is necessary to emphasize the efficacy of the product, including anti-allergy, sensitive skin use, and fading red blood. And mentioned the selling points of the products, such as big-name flat exchange and "cheap big bowl" (cheap and easy to use).

The relevant personnel of the public relations department of Xiaohongshu told the Red Star journalist: "Our audit is multi-pronged, mainly in the form of machine interception, manual audit, report and reply." It is understood that this behavior of helping merchants and bloggers to make false promotion has caused great harm to the platform content ecology and platform reputation, and seriously damaged the legitimate rights and interests of users. If the amount of marketing content is relatively large, reaching dozens or hundreds, there will be a lot of similarities in copywriting and similar time nodes, which will form obvious abnormal data.

Xiaohongshu sued four companies: false promotion transaction 2 Nowadays, more and more consumers are used to consulting the "precautions for planting grass" on the Internet before consumption, expecting "experienced people" to provide valuable information in terms of price quality, experience and precautions. The psychology of consumers shopping around makes the "planting grass economy" become a common practice, and various "planting grass notes" represented by online celebrities' shop exploration, unpacking evaluation and good things sharing almost penetrate into every aspect of life.

However, many "Notes on Planting Grass" are marketed in the name of sharing, which not only does not enhance the consumption experience, but instead regards sharing as a weapon to "cut leeks", seriously overdrawing the trust of consumers. It is the urgent desire of every consumer to let the Notes on Planting Grass return to reality and not let the "fake grass" overdraw their trust.

Truth is the lifeline of Notes on Planting Grass. Have dinner with friends and turn on your mobile phone to search for nearby food rankings; I have been interested in lipstick of a certain color for a long time, and I will look through the color test notes of beauty bloggers. Arrange a family outing, first look at the amateur sharing of popular punching places ... People's favor for "Notes on Planting Grass" largely stems from the authenticity of its spontaneous sharing. Compared with celebrity endorsements and online celebrities bringing goods, amateur feedback is often more neutral and objective because it does not involve interests, which can not only help you find the goods that suit you, but also avoid "stepping on the pit".

The evaluation from the first person has a natural advantage in promoting consumption behavior, and the rise of "planting grass economy" stems from the trust in the first person sharing. For this reason, some merchants have extended their marketing tentacles from Internet celebrities to ordinary people, and some even don't need to experience any products, just copy the graphic templates provided by merchants, and they can publish notes and get paid.

Marketing is understandable, but it cannot be at the expense of consumers' trust. User trust is the traffic password of "planting grass economy", and keeping it true is the bottom line that "planting grass notes" should always adhere to. Interest-driven "planting notes" deviate from the original intention of sharing, and problems such as data flooding, excessive publicity and fraud frequently challenge consumers' ability to identify, and also test the carefully constructed trust space in the online world. If the quality of the goods is not up to standard, no matter how clever the rhetoric and beautiful the filter are, they will not win the recognition of consumers, but will also destroy the market order and affect the reputation of businesses.

From the initial "returning praise" to a complete chain including brands, intermediaries, amateur users, water army and other parties, "notes on planting grass" has developed into a huge gray industry. If we want to eradicate "false grass" completely, we can't just rely on the consciousness of "planting grass", but also need multi-party cooperation to form a joint force.

Internet platform, as the first portal for the publication of Notes on Planting Grass, should earnestly shoulder the responsibility of supervision, defend the community ecology through more advanced technology and more reasonable rules, and avoid the Notes on Planting Grass becoming a "guide for deceiving people". Perfect market supervision mechanism and laws and regulations are powerful weapons to prevent false marketing. On February 22nd, 2002110, the Central Information Office deployed a special campaign of "cleaning up, cracking down on traffic fraud, black public relations, and network water army", focusing on rectifying the phenomenon of network water army employing professional writers, fictional "planting notes" and "network celebrity evaluation", and the "planting grass economy" ushered in strong supervision.

With the in-depth development of Internet economy, "notes on planting grass" is playing an increasingly important role in stimulating shopping willingness and guiding consumption decisions. It is expected that "Notes on Planting Grass" can cherish trust, discard the false and retain the true, serve the public with more real experience, reliable judgment and thoughtful tips, and truly become an indispensable "shopping guide" for consumers.

Xiaohongshu sued four companies: false promotion transaction 3 "amateur recruitment", "free replacement" and "recruiting thousands of KOC shops" ... Open the third-party notification platform, and paid promotion and recruitment came into being.

19 10/9 19, xiaohongshu formally filed a lawsuit against four notification platforms, including micro-media notification, Chengbao and Nanjing mussel, and MCN institutions. Xiaohongshu said that these institutions are engaged in the business of "writing and distributing" false notes, helping merchants and bloggers to carry out false promotion, which has caused great harm to the platform content ecology and platform reputation and seriously damaged the legitimate rights and interests of users. To this end, Xiaohongshu asked the above-mentioned institutions to immediately stop the false promotion transaction against Xiaohongshu and compensate Xiaohongshu for its economic loss of 6,543,800 yuan. The compensation will be used for the management of false grass planting on the platform.

Heel in Grass Bridge

"Many notes in the little red book are hard to distinguish between true and false. I am often passionately placed after planting grass. When I received the goods, I found that it was completely different from what I said and I felt cheated. " Consumer Li Bing (pseudonym) told Tianmu journalist that the false advertisement of Xiaohongshu was confusing, which made her "step on thunder" frequently.

Where do these false advertisements come from? The reporter found that on platforms such as "Red Notice", "Micro-Media Notice" and "Tomato Notice", brands or third-party intermediaries who undertake brand demand recruit a large number of amateurs to produce content in Xiaohongshu, Tik Tok, Weibo and Mile Mile with goods/services or cash ranging from 0- 1000 yuan.

In the recruitment information of the platform, the publisher will indicate the requirements such as the type of blogger and the number of fans. The promotion content includes skin care products, cosmetics, clothing, milk powder, stationery, offline stores and so on. The manuscript fee ranges from a few yuan to several hundred yuan. Organizations that recruit amateurs on the notification platform are generally brand parties or MCN organizations represented by Chengbao and Nanjing mussels, representing the marketing needs of brands.

Through the third-party platform, brand parties and MCN institutions link amateur bloggers, and fake grass planting has developed into a complete gray industrial chain.

According to the official data of Xiaohongshu, since June 6th, 20021,12, Xiaohongshu has banned 8 1 brands and offline businesses, handled 172600 false grass planting notes and 53600 illegal accounts.

The false grass planting management of Xiaohongshu extended the client to a third-party intermediary. In this regard, the special person in charge of the "false marketing" governance of Xiaohongshu said: "Only the false content and account numbers in the platform are managed, and the symptoms are not cured. Therefore, it is necessary to cut off the demand of upstream brands for writing and sending, so as to fundamentally crack down on this gray production chain. "

The governance of illegal marketing will become a long-term behavior.

In Xiaohongshu's "community norms", the reporter saw that Xiaohongshu does not encourage the release of marketing or diversion information, including false propaganda and false transactions. The products and content that are not encouraged to be shared are irrelevant, have no real experience, and have no true feelings. Too many references to business principles or too many official propaganda statements. The community convention also specifically mentions: "If you are sponsored or promoted by merchants in the process of sharing and creation, please declare your interests."

Recently, at the "Network Ecological Governance" industry seminar, Xue Jun, a professor of law in Peking University and director of the Peking University E-commerce Law Research Center, proposed that there are three main links in the network black ash production industry chain: First, the demand side hopes to use black ash production to achieve traffic fraud; The second is the third-party operating organization that undertakes the demand, such as the brush machine company; The third is to receive a large number of scattered participants similar to "brush" and "brush praise" tasks.

The reporter found that some platforms such as the tomato announcement have been offline, but some announcement platforms are still active. In the "crab notice" applet, there is still a steady stream of promotion and recruitment information. In addition to the little red book, it also involves the promotion of platforms such as Tik Tok, Weibo, Bi Li Bi Li, Car Fast Consumer and Taobao.

Lawyer Zhan, a senior partner of Beijing Zhongdun Law Firm, told Tianmu journalists that from a legal point of view, publishing "false grass planting" information belongs to the category of false propaganda and unfair competition. Xiaohongshu's handling and prosecution of "fake grass planting" related institutions and accounts is mainly based on the agreement formed by Xiaohongshu's registration agreement, which sets rights and obligations for Xiaohongshu and its users. If an individual or subject who uses the account of Xiaohongshu violates the rules in the process of using the account, Xiaohongshu can ban his account accordingly. If improper illegal acts in the use account cause economic losses or reputation losses to Xiaohongshu, the corresponding liability for compensation may be investigated.

Yang also said that as a platform, verification measures should be strengthened for the contents published by relevant accounts, and illegal contents and users should be handled accordingly on their own initiative or according to user complaints and reports. The platform should also pay attention to guiding relevant accounts to publish real and healthy content.

10.5, 65438 The National Network Information Office publicly solicited opinions from the public on the newly revised Regulations on the Management of Information Services for Mobile Internet Applications, clearly stating that application providers should standardize their business management behaviors, and should not induce users to download through false propaganda, bundled downloading or the use of illegal and bad information, nor create false traffic by machine or manual means.

"We will adhere to the governance of illegal marketing for a long time. This is a protracted war, and many governance difficulties cannot be completely overcome through a single platform. " Shen Lian, editor-in-chief of Xiaohongshu, said that at present, third-party order-taking intermediary platforms such as Micro Media and Hongxuan have not found a particularly good way to crack down, but Xiaohongshu will continue to try and find a way.