What is "miserable marketing"?

"Selling miserable marketing" is no longer news. The so-called "selling miserable marketing" refers to e-commerce or short video platforms. Some bloggers attract traffic by selling miserable goods and fabricating bizarre stories, and attract attention by self-hype, vulgar performances and other bad behaviors, so as to gain fame opportunities and turn traffic into money. In addition to years of "old terrier"-fruit unsalable, there are various stories of "unsalable", "bankrupt", "anti-cancer" and "unhappy family". The media has reported that an old man who looks easy to win sympathy frequently appears in the online marketing of various unsalable fruits in various places, and is dubbed by netizens as "the old man is not addicted".

Selling miserable marketing is a kind of business and a "routine" to get rich. With a fictional storyline, let netizens pay attention, sympathize, scold or even tear it up, get a wave of traffic, attract attention, earn sympathy and bring goods.

"Selling miserable marketing" is actually a kind of fraud. It uses fictional tragic stories to cheat netizens' trust and money, and even sells inferior counterfeit products to the audience, which seriously damages the legitimate rights and interests of consumers. What is even more frightening is that this behavior consumes people's sympathy and goodwill, damages the social credibility of the cause of love, and has a negative impact on charity. Secondly, "selling miserable marketing" essentially disrupts the normal order of the live broadcast industry, violates the basic principle of honesty and credit, disrupts the order of fair competition in the market, and is unfair to those businesses that operate in good faith. In the long run, it can directly destroy a hard-won brand image. It can be said that it is harmful.

Therefore, it is necessary to strengthen the governance of this kind of behavior. Relevant departments should further strengthen the licensing and filing of webcasting services, strengthen the basic management of webcasting services, severely crack down on all kinds of illegal and wonderful webcasting according to law through special rectification, investigate the legal responsibility of short video publishers, raise the illegal cost and form a social deterrent. The live broadcast platform should also assume the responsibility of supervision and continue to strengthen supervision and audit. This "theatrical" live broadcast should be exposed and banned as soon as possible, and made public on major news platforms, without giving it a chance to grow. Use technical means to prevent the banned anchor from "resurgence". It is necessary to establish a long-term mechanism for industry supervision, implement relevant laws and regulations, and let the system norms grow "teeth" and really play a role. Only in this way can we fundamentally put an end to the chaos of webcasting that constantly refreshes the bottom line.