Can you eat delicious food by following the blogger "exploring the store"?

"Treasure Shops That Can't Be Missed", "Extraordinary Tastes", and "The Ceiling of the Food Industry", the bloggers of food exploration shops are very popular on various social platforms

This model was once used by some catering merchants as a "flow monetization" channel, and they promoted store-exploration videos one after another, hoping to drive offline consumption through "cloud experience"

Video marketing gains a large number of fans

"Let's take a look at this grilled fish.

Shop exploration refers to some bloggers recording the experience of eating, drinking and playing in various shops by making videos or graphic works

As a part-time shop anchor, "Dafu Chang is hungry" (hereinafter referred to as "Dafu Chang") currently has 834,000 Douyin fans and 10.

Different from Chang Dafu's part-time shop exploration, "Harbin Delicious You (Fengfeng)" (hereinafter referred to as "Fengfeng") entered the role of a full-time blogger early.

Like the wind, the "Hot Pot Drivers (Eating All Over the Country)" (hereinafter referred to as "Hot Pot Drivers") from Chongqing also recorded their daily visits to stores through the appearance of real people

Why can shop exploration content attract a large number of fans? In Ms.

A food shop blogger with more than 200,000 fans on a short video platform said that the advantages of short video shop visits are that they are intuitive and concise, allowing consumers to understand a restaurant's operating characteristics, dining environment, Promotions and other information

It is difficult to distinguish between true and false "cloud experience"

According to industry insiders, there are currently two types of store visits: first, bloggers choose stores by themselves and share the experience after real consumption; second, bloggers cooperate with stores to conduct paid promotion and marketing

"Boiled pork slices, clay pot chicken soup, double-cooked pork, Mapo tofu, only 49 yuan for 4 dishes.

　　A blogger in Chongqing who has been transformed from a traditional media person revealed that at present, there are more than 1,000 bloggers in Chongqing, and the essence of Tandian is traffic "business"

　　The way of online drainage and offline realization has allowed merchants and shop-exploring anchors to taste the "sweetness"

　　In a restaurant in Dadukou District, Chongqing, which has been selling beef for nearly 10 years, the operator Lao Zhang shook his head when he mentioned visiting the restaurant

　　Consumer Liu Bing recounted the experience of "stepping on the pit"

　　Online "planting grass" and offline "stepping on thunder" is not an exception

Integrity is the key in the era of traffic

　　It is the task of shop-exploring bloggers to experience as consumers and publish their own evaluations as consumption guides on social media
.
Store visits are different from traditional propaganda.
Due to the subjective nature of store visits, it is difficult for the supervisory authorities to identify some false propaganda and malicious evaluations
.
At the same time, there are gaps in the current relevant laws and regulations, resulting in the lack of clear legal attributes and responsibilities for shop visits, providing some bloggers or businesses with the purpose of "making money" and "cutting leeks"
.

　　Li Jian, a lawyer at Beijing DeHeng (Chongqing) Law Firm, believes that shop bloggers are not only the publishers of advertisements, but can also be regarded as advertisement spokespersons in some cases
.
In practice, in order to avoid disputes, some bloggers will directly mark "No-Guang try to eat" when posting general store-exploration videos; for those who charge a fee, they will tell fans directly in the video introduction or video that this is an advertisement that contains advertisements.
try it out or try it out
.
Therefore, under normal circumstances, customers feel cheated after being attracted by videos, and it is difficult to find bloggers to defend their rights
.

　　Zhu Xiaojuan, an associate professor at the School of Civil, Commercial and Economic Law of China University of Political Science and Law, believes that no matter what form of shop visit, it must follow the requirements of relevant laws and regulations
.
It is best for bloggers who visit the store to inform the store before shooting or uploading videos and obtain consent to avoid unnecessary legal risks
.
The video posted by the blogger should also be a true and objective description of the store environment, price, service, goods,
etc.
If the owner does not want to publicize, he has the full right to refuse to shoot
.
According to the relevant provisions of the Advertising Law, the behavior of visiting shop bloggers in co-marketing with the store owner or charging the store owner for photography and publicity has actually constituted a kind of advertising behavior
.
Through the Internet media, the promotion of goods or services in the form of bidding rankings, news reports, experience sharing, consumption evaluation, etc.
, shall be marked with "advertising" so that consumers can identify them
.

　　Chen Yinjiang, deputy secretary-general of the Consumer Rights Protection Law Research Association of the China Law Society, pointed out that from a long-term perspective, the relevant rules and regulations should be further improved, and the legal attributes of bloggers visiting stores should be clearly defined
.
The regulatory authorities should, in accordance with existing laws and regulations, severely crack down on acts that violate laws and regulations or harm the public interest; relevant platforms should improve their rules and strengthen daily supervision, businesses must operate in good faith and law-abiding, and shop bloggers must keep the bottom line of integrity and serve the public.
Provide true and objective evaluation content; consumers should also continuously improve their awareness of self-protection.
If they find that their legitimate rights and interests are damaged, they should keep relevant evidence in a timely manner and protect their rights in accordance with the law
.

　　A food explorer blogger said that if you want to continue in the industry, authenticity and integrity must be the basic requirements
.
"For example, recommending a store to fans, but many people find that it is not delicious, then these fans will definitely 'drop', and the blogger will lose everyone's trust
.
Only more practitioners take the initiative to strictly demand themselves, can we promote The entire industry is operating in a healthy way, and we will jointly expand the market for store-exploration content
.
”

(Comprehensive arrangement by Gao Jiaodi)

"China Food News" (August 22, 2022 02 edition)

　　(Editor-in-charge: Gao Jiaodi)