Recently, Linyi County Government in Shanxi Province issued a statement about the improper marketing mode of "Linyi Apple unsalable". The statement said that many e-commerce companies released the marketing plan of "Linyi Apple unsalable" and used the "sad card" to market Linyi apple, which had a serious impact on the brand image of the local fruit industry, and there were many exaggerations and inaccuracies in the marketing content. What's going on? Follow Xiaobian to learn about it. It's pathetic to be abused.
Local said that "Linyi apple is unsalable" on the e-commerce platform exaggerated the fact
Beijing Youth Daily reporter saw that in the public account and e-commerce platform, there are still businesses to sell apple with unsalable as a marketing promotion method. In addition to Linyi apple, there are many businesses that sell goods from the first place, such as' apple unsalable ',' fresh bamboo shoot unsalable ',' pineapple unsalable ', etc., all of which use the photos of the same old man as the publicity map. In this regard, e-commerce customer service said that businesses or suspected of infringing the right of portrait, the platform will also supervise the sales behavior of businesses.
The photos of "unsalable" are used by many businesses to sell apples, bamboo shoots, pineapples and lemons & hellip; & hellip;
Event
"Linyi apple is unsalable"? Local claim exaggerates the fact
On May 7, Linyi County Government in Yuncheng, Shanxi Province issued a statement on the improper marketing mode of "Linyi Apple unsalable". Recently, a number of e-commerce platforms released the marketing plan of "Linyi Apple unsalable" to market Linyi Apple by playing a "sad card", which has a serious impact on the overall brand image of Yuncheng fruit industry, the statement said. After thorough investigation, there are many exaggerations and inaccuracies in this information.
According to the survey of Linyi County Government, the videos and pictures used in the report were all taken before 2016, and some of them also used the method of "placing photos" to deliberately create the poor image of fruit farmers. In addition, in order to gain maximum sympathy from consumers, e-commerce deliberately creates the "ugly" characteristics of Linyi apple. The apples presented are the second-class fruits with rust scars, pockmarks, black spots and cracks. Such apples are the residual apples after merchants select and purchase high-quality apples, accounting for only a small proportion.
In the statement, Linyi County government also said that some platforms adopted improper means to obtain materials with the official seals of local township, village and fruit industry departments to cooperate in publicity, and the statement content was seriously inconsistent with the facts; most platforms deliberately exaggerated the severity of unsalable fruit, resulting in unreasonable fluctuations in Apple prices.
According to the survey, it is a common marketing method to play the sad card. Pineapple in Xuwen, Guangdong Province, tangerine and other agricultural products in Anhui Province have also been marketed in this way. The purpose is to attract the public's attention, gain the sympathy of consumers, and facilitate the sale of fruit farmers in short term and in part. However, in the overall and long term, the damage is the overall brand image and the overall image of all fruit farmers Benefits.
Yesterday, a reporter from Beiqing daily searched an e-commerce platform and found that there are still many businesses selling Linyi apple under the name of "caring for farmers" and "40 million jin of apples are unsalable in Shanxi". One of the stores that claimed to sell Linyi's unsalable apples sold 8.5 Jin of apples at a price of 28.7 yuan, while the place of delivery was Shenzhen, Guangdong Province. In its propaganda page, an old man wiped his eyes with his arm and held several 10 yuan and 5 yuan notes in his hand. In other pictures, there are a lot of moldy or damaged apples piled on the ground, and some old farmers stand in the village with apples in their hands. There are many words in the propaganda, such as "farmers are burning with anxiety" and "want to cry without tears". Commodity reviews show that many buyers are aiming at the promotion of helping farmers. The seller admitted to Beiqing daily that the store was located in Shenzhen, but claimed that the photos were taken by friends who arranged employees to go to the place of origin.
investigation
Abused 'unsalable master'
Beiqing news reporter learned that, in addition to "Linyi Apple unsalable", there are many businesses to "promote unsalable" to sell goods, including pineapple, fresh bamboo shoots and other food, but also including felt and other supplies, and it is amazing that many businesses' promotional pictures are all pictures of the same old man, who is also named "unsalable man" on the Internet.
In one of the stores selling apples, the old man is on the left side of the publicity map, and a large number of apples are on the right side. In the lower right corner, there is "apples to be sold, love help". The price of apple is 10 jin, 27.9 yuan, and the freight is 20 yuan.
"The local natural environment is only suitable for Apple planting, and the economic income is very limited," the businessmen said in the publicity. The closed traffic makes the fruits of the annual harvest rotten in front of us. They also have photos of local fruit farmers, humble houses and lots of apples.
In the publicity, the businessmen said that the unsalable apples were produced in Yucheng County, Shangqiu County, Henan Province, and the delivery place was Dashahe Town, Fengxian County, Xuzhou.
In response, the reporter of Beiqing daily contacted Yucheng County Government. The government staff said that there were indeed more apples planted in the local area, but this year they did not hear about the unsalable situation. 'this is a marketing method, which exaggerates the marketing elements. "Dashahe town government staff said that there was unsalable situation of agricultural products last year, but at present, they should have disposed of the inventory. Even if there are still apples left, they are not recommended to buy. At the same time, there is no traffic jam in Dashahe town.
Another shop selling 'wild bamboo shoots' also used photos of' unsalable masters'. The image of the old man in the publicity map remains unchanged, but the picture on the right is replaced by a bamboo shoot, which is also equipped with the text of "asking for help".
The shopkeeper told Beiqing news that he didn't know the "unsalable boss" from Lingui District of Guilin. He just used this picture because he was "good at business", and many different businesses are also using his photos to attract customers. The shop owner also said that because this kind of "wild little bamboo shoots" only has one month to go on the market, it really helps the sales after using the photos of the "unsalable big man." fruits and rice noodles are used a lot, and we are not one. '
Then the reporter of Beiqing Daily called the government of Lingui District of Guilin City, and a staff member said that now it's past the season of digging bamboo shoots, and they haven't heard of unsalable agricultural products. 'the bamboo shoots are usually dug and eaten before and after the Qingming Festival. Now the bamboo shoots are very old, and the local planting bases are not so large, most of them are wild, which can't produce unsalable agricultural products. '
Through image recognition and search, Beiqing newspaper reporters input the picture of the "unsalable man", and identified more than 10 kinds of goods, and the types and places of production are different. In addition to apples and bamboo shoots, there are also lemon, melon, loquat and other food, even including rose seedlings, lamps and other goods. The words "ask for help" or "help us" are written at the bottom right of the publicity map Like.
respond
The platform said that the photos of "unsalable tycoon" or suspected infringement
Yesterday, the reporter of Beiqing daily contacted the customer service of online e-commerce platform to sell goods in the name of "unsalable". The customer service said that if the user finds out that the situation is inconsistent, he can make a complaint, and the staff will deal with it.
In addition, the company also has a large database, which will supervise the merchants. In addition, after seeing the photos of the "unsalable boss", the customer service staff said that many stores have used the photos of the "Uncle" as publicity, which has been suspected of infringing the right of portrait. If the "shop home page" is made, the "Uncle" has the right to protect his rights and interests. If the "Uncle" is found, the platform will definitely be responsible for him. '
Lawyer
False propaganda of shop owners should bear corresponding administrative responsibility
Han Xiao, a lawyer from Beijing Kangda law firm, said that the store sold Linyi apple and other products in the name of unsalable products, the statement was seriously inconsistent with the facts, deliberately exaggerating the severity of unsalable fruits, and had been suspected of the false propaganda behavior stipulated in the Anti Unfair Competition Law of the people's Republic of China. According to relevant regulations, operators may be imposed a fine of not less than 200000 yuan but not more than 1 million yuan; if the circumstances are serious, a fine of not less than 1 million yuan but not more than 2 million yuan may be imposed, and the business license may be revoked.
As for the issue of consumer rights protection, Han Xiao introduced that the false propaganda of online stores infringed on consumers' right to know. Apple and other products do not belong to the category of "seven days no reason to return", but consumers and stores agree that they can ask for a refund.
In addition, the shopkeeper, based on the intention of fraud, has carried out the fraud of false propaganda, which causes the consumers to have a wrong understanding and purchase the fruits based on the wrong understanding. If it causes the consumers' property loss (such as the consumers spend a high price to buy back the fruits with scars, pockmarks, cracks, etc.), the behavior is suspected of fraud.