Paper on influencing factors and solution strategies for the development of Internet celebrity food economy
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Summary:
In the context of Internet marketing, various so-called "Internet celebrity foods" emerge in endlessly. These "Internet celebrity foods" can be widely used. Selling is because the product itself has its own characteristics. In the fierce market competition environment, food production companies closely follow the pace of the Internet era and use various methods to attract customers. For consumers, purchasing these foods represents a trend to a large extent. These "Internet celebrity foods" not only give consumers more choices, but also promote the development of the entire catering market. However, recent food safety issues related to Internet celebrity foods have occurred frequently and have had a great impact on society. Effective management of them has become a hot topic of public concern.
Keywords:
Internet celebrity food; Internet celebrity economy; economic development;
1. The emergence and development of Internet celebrity economy
(1) Definition of Internet Celebrity Economy
Internet Celebrity Economy refers to "Internet celebrities" increasing their influence and increasing their influence by live broadcasting on the Internet or posting pictures and text on various social networking sites. An economic status quo that uses this to drive consumption development. These Internet celebrities rely on large fan teams for publicity and marketing, forming a trend effect to obtain more economic benefits. Internet celebrity economy is a new economic development model.
The Internet celebrity economy is mainly caused by two aspects: From the perspective of external social conditions, the diversification of network communications is a major reason. The rapid development of Internet technology has made it possible for these Internet celebrities to use social software or live broadcast platforms to share the products they use in their lives with their fans. Some Internet celebrities seize the trend and promote it in various ways to increase their popularity and popularity to attract more people. From the perspective of internal conditions, grasp the psychology of consumers. The internet celebrity economic marketing model is closer to real life than other economic models, and people are full of freshness and intimacy with this new way. These two reasons have promoted the vigorous development of the Internet celebrity economy.
(2) Current Development Status of Internet Celebrity Economy
In recent years, with the double growth of the number of Internet celebrities and the number of fans, the scale of the "Internet Celebrity Economy" market has been greatly improved. Big improvement. The development model of the Internet celebrity economy is becoming more and more mature and the development methods are more diversified. Some industries based on the development of Internet celebrities, such as e-commerce, Internet celebrity advertising, live broadcasting and knowledge payment, have experienced significant growth. The Internet celebrity economy has become more complete, and a multi-field and multi-platform business model has gradually formed.
When it comes to the Internet celebrity economy, we have to mention Papi Jiang. As for "Papi Jiang", I think everyone knows who she is without my introduction. The success of Papi Jiang is a good reflection of the monetization ability of the internet celebrity economy. As the growth scale of mobile Internet is getting faster and faster, the economic benefits are getting higher and higher. At the same time, the advancement of mobile Internet technology has made more people aware of this, and these fans are the basis for the development of the Internet celebrity economy.
For the market, the lowering of entry barriers will inevitably cause some problems. The issue of supervision is a big problem, and it is also a major shortcoming in its development process. The internet celebrity economy, the sharing economy, has become the hottest economy in recent years, especially the internet celebrity economy. More and more online platforms are participating in the internet celebrity economy, with the purpose of better developing the internet celebrity economy. At the same time, the development of the Internet celebrity economy has gradually formed a complete industrial chain.
(3) The development significance of the Internet celebrity economy
The Internet celebrity economy is a product of the development of the times. As an emerging industry, it still has vitality. This vitality can bring about industrial development. , improve consumers’ desire to buy. At the same time, within the circle of this Internet economic model, the development of the Internet celebrity economy will solve some of the original problems of this industry, such as high energy consumption and high pollution. This will bring new economic innovations to its development. field development.
The development trend of Internet celebrity economy is inseparable from Internet users. The increase in the number of Internet users has led to an increase in their popularity, and at the same time, it has also brought more choices for more people to consume. Merchants have become consumer sovereigns. Now consumers have become consumer sovereigns. This change has played a huge role in the development of economic democracy. At the same time, it has a sense of crisis internally for the development of the entire industry, which requires these businesses to use their imagination. Strength and responsibility to create more products with higher quality levels. The development of the economy is bound to drive progress in more aspects. As a new economic form, it requires more new talents. It will not only increase social employment opportunities, but also provide opportunities for some talents to show their talents and strengthen social stability and promote the adjustment of industrial structure. As a new industrial economy, the Internet celebrity economy has driven competition among industries and added more vitality to the emergence and development of new industries.
2. Factors affecting the economic development of Internet celebrity food
(1) Huge economic benefits
Economic benefits are the intrinsic driving force mechanism that promotes product development. This is even more true for Internet products. The Internet celebrity economy is essentially about stimulating the realization of consumption value through the influence of traffic on fans through vigorous publicity and promotion through online platforms. Internet celebrity food is closely related to the interests of the platform, merchants and promoters, and can generate huge profits, which is the biggest driving force for its development.
(2) Development of Internet Information Technology
The Internet is the platform for the development of Internet celebrity economy. Internet technology provides a platform foundation for a period of time. In essence, the Internet celebrity economy is still a mass economy. The economy is driven by people. Only through certain communication channels can the public know and spread it widely, so that more people can People know that the dissemination of your food and products must be recognized by a certain number of fans, only to have sufficient social impact. The continuous improvement of the level of Internet information technology has established a social platform for the public to share, providing Internet users with opportunities to spread personal information and enhance their social influence, laying the foundation for the forward development of the Internet celebrity economy. .
(3) Popularization of mobile payment tools
The Internet financial payment system developed based on Internet technology provides equipment conditions for the rapid rise of the Internet celebrity economy. The rapid popularity of mobile payment tools such as Alipay, WeChat and other payment platforms is the main payment tool for Internet celebrity products, which has contributed to the development of Internet celebrity food. The development and progress of the Internet is not only a change in people's lifestyles, but also an expansion of business culture. It promotes the convenience of payment transactions and the accurate sales of Internet celebrity food, simplifies the path to realize the economic value of Internet celebrities, and promotes the prosperity and development of their economy.
(4) Based on popular cultural consumption
Popular cultural consumption is the real soil for Internet celebrity economic products. The Internet celebrity food economy uses the Internet as a communication carrier, speeding up the pace of product innovation, enriching people's spiritual and cultural needs, and constantly expanding its influence on the Internet. This behavior is in line with the basic logic of mass cultural consumption and the changes in public psychological and emotional needs in the Internet era.
(5) Other reasons
Young people are the main consumers of Internet celebrity food. These young people learn about Internet celebrity food and the beautiful appearance of the products through WeChat, Weibo and other networks. Or a strange appearance will attract more consumers. Internet celebrity products make full use of Internet means and people’s herd mentality. For example, the previously popular "dirty bun" contains a sandwich bread covered in chocolate, and its "dirty" appearance satisfies people's curiosity. Coupled with online sales methods, through the combination of check-in in Moments, Douyin short videos, and mutual cooperation between merchants and media, it is difficult not to become popular.
3. Problems in the development of Internet celebrity food
(1) Food safety issues emerge in endlessly
Ensuring food safety is what the development of Internet celebrity food economy needs to focus on The first priority is that food safety is also the bottom line of the catering industry. In recent years, with the continuous popularity of Internet celebrity food products, food safety issues have also emerged one after another. Some unscrupulous businesses seek profits and do not pay attention to the safety issues of Internet celebrity foods. At the same time, Internet celebrity products on the market are characterized by rapid updates and multiple styles, making it difficult to guarantee the security of each Internet celebrity product. Some Internet celebrity shops and street Internet celebrity food stalls do not have food safety business licenses, business licenses, or food business licenses, but looking at their development status, they are not affected by this at all. It can be seen that popular food does not necessarily mean that the food quality meets the standards. Food regulatory authorities and consumers cannot "open up" to their safety just because they are popular in consumption. At the same time, there needs to be a more comprehensive guarantee on the food safety issues of these Internet celebrity stores.
(2) Internet celebrity food pursues short-term benefits and has a short life cycle
The development model of Internet celebrity products is still immature. No matter how popular the Internet celebrity video is today, it may be banned tomorrow. Replaced by new internet celebrity foods. The life cycle of Internet celebrity food is relatively short. The average life cycle of Internet celebrity products is five or six weeks, and the more popular ones will not exceed about three months. The over-promotion of products and investment in product promotion have reduced investment in food quality, and product quality is not well guaranteed. This is also one of the important reasons why it "doesn't live long". Information spreads at the speed of light. Many Internet celebrity foods become popular overnight through hot searches, and then disappear from the public eye in a short period of time. The short-lived life cycle makes some Internet celebrity food producers lack the desire to produce high-quality and sustainable products that can attract consumers from the bottom of their hearts. This is also a major problem determined by their nature.
(3) Consumers’ consumption motivations ignore the value of food itself
In order to attract more consumers, Internet celebrity food caters to consumers’ concerns about food appearance and fashion in its development philosophy. , novelty and other aspects of demand. The marketing model of Internet celebrity products is different from the traditional marketing model. It is often through pyramid schemes and explosive marketing. People learn about Internet celebrity products or Internet celebrity stores through WeChat Moments, Weibo and other platforms, and post photos by taking photos on the Internet platform. Sharing and disseminating videos in the hope of getting likes is often more important than eating the product itself.
Such consumption psychology makes people gradually ignore the value of food itself. The self-promotion of businessmen and the enjoyment of consumers have simultaneously caused Internet celebrity food to focus more on production and packaging rather than food quality.
(4) Homogenization of content
With the promotion of Internet celebrity food business models, many Internet celebrity products have lost their unique styles and begun to become homogeneous. In order to cater to the public, Internet celebrity food gradually loses its originality in its output content and display format, leading to fans' aesthetic fatigue and causing consumers to lose interest and customer stickiness. Some internet celebrity milk teas have made the cups bigger and added more variations, but have not changed much in terms of taste and quality. They have not formed a unique style of internet celebrity food, which has caused visual and taste fatigue for consumers. . Many Internet celebrity products rely on the promotion of Internet celebrity experts to maintain them. The circle of Internet celebrities is only so large, which will always lead to a lot of homogeneity. Materials and products cannot meet the current speed of rapid consumption.
(5) The laws and regulations related to the Internet celebrity food economy are not perfect
Since the development of Internet celebrity food is just in its infancy, its scale effect and the impact of its development on the social economy have not been fully understood. Fully reflected, this is a major reason why the government lacks supervision of the Internet celebrity food economy. The government's supervision of the Internet market lacks prevention and initiative, and it has not responded in a timely manner to the sudden explosion of the Internet celebrity economy. Secondly, the supervision mechanism is not perfect, a professional Internet supervision system has not been established, and real-time dynamic management of the network platform cannot be achieved. This is a major cause of food safety problems in some Internet celebrity food restaurants. At the same time, the relevant laws regarding the Internet celebrity economy have not yet been unified, and no standardized and institutionalized legal documents have been formed. When some Internet celebrity products on the Internet platform involve advertising issues such as privacy, copyright, and national standards, there is no corresponding solution. , these loopholes cause problems in the economic development of Internet celebrity food.
IV. Healthy Development Strategies for Internet Celebrities Food
(1) Consumers should adhere to rational consumption
Consumers should consume rationally and try to avoid following the herd. After all, the Internet celebrity economy is in its initial growth stage and has many non-compliances. Consumers should take the initiative to understand the business qualifications of merchants, take responsibility for their own health, and at the same time contribute to the food safety development of the entire society. Once your own interests are damaged, you must learn to use legal means to protect your rights and interests. In terms of food safety, every consumer should actively participate as a social protagonist and supervise the development of the entire industry.
(2) Online platforms should strengthen content supervision
Relevant persons in charge of online platforms need to conduct stricter supervision on the media accounts of these platforms under the national laws and regulations system. Management, strengthen the review of platform content, and crack down on false propaganda by merchants. For example, some merchants use online platforms to hire a large number of "flood troops" to hype and publicize, exaggerate the popularity of products, and cause people to think that the product is popular. false impressions, exaggerating its taste and effects, actively disclosing this information, and providing necessary and sufficient evidence support for relevant consumers when their rights and interests are harmed.
(3) Merchants should promote appropriately while ensuring food quality
Food safety issues have always been a prerequisite for the development of the food industry. These Internet celebrity food merchants should strictly abide by relevant regulations. provisions of the Food Safety Law. Carry out the production and operation of Internet celebrity food on the premise of obtaining relevant food business licenses. Food quality, as the core issue of food issues, also needs urgent attention. One of the reasons why the traditional food industry has been able to last for so long is that it insists on this, and these businesses innovate on the basis of ensuring the nutritional content and taste of food, while paying more attention to the safety of the food itself. After the accumulation of time, it has withstood the test of the common people. Internet celebrity food merchants should also change their concepts and regard the long-term interests of the store as a major purpose of opening their own stores, and must strictly inspect the quality. When promoting their own products, merchants should be non-exaggerated, non-false, realistic, and not deceive consumers, whether through traditional promotion or Internet promotion.
(4) Government departments should strengthen the supervision of "Internet celebrity foods"
Due to the extremely rapid development of the mobile Internet economy, some supervision related to Internet celebrity foods is inevitable There are many loopholes. As a new economic form, the Internet celebrity economy has a short history of development, so the relevant laws, regulations and rules have not been perfected. Relevant government departments should first pay attention to the development of the Internet celebrity economy and strengthen the economic development form of enterprises. At the same time, relevant laws and regulations should be improved as soon as possible to provide a basis for jointly solving food safety issues. Strengthen the supervision of Internet culture in cultural departments at all levels. Internet culture supports excellent Internet culture that is conducive to the promotion of socialist core values ??to achieve the prosperity and development of Internet culture. Government departments need to have a thorough understanding of the economic development of Internet celebrity food, formulate relevant development standards and policies, and standardize the economic management of Internet celebrity videos. Efforts should be made to promote the development of the internet celebrity economy under healthy laws.
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