Xiaohongshu sued 4 companies: false promotion transactions Xiaohongshu sued 4 companies: false promotion transactions. With the in-depth development of the Internet economy, "Cao Cao Notes" play an increasingly important role in stimulating shopping intentions and guiding consumer decisions.

important role.

Xiaohongshu sued four companies for falsely promoting transactions.

Xiaohongshu sued 4 companies: False promotional transactions 1 Nowadays, searching for "grass planting posts" before consumption has become an important way for modern young people to learn about products in advance, which has also led some merchants to regard "grass planting posts" as

As a marketing strategy, the drop shipping industry came into being.

On January 19, Xiaohongshu announced that it would formally file a lawsuit against four notification platforms and MCN institutions including Wei Media Announcement, Chengbao, and Nanjing Mubei, saying that it should "stop false promotion and trading activities against Xiaohongshu" and demand compensation.

10 million yuan.

An investigation by a Red Star News reporter found that the gray industry chain behind the grass-planting posts is a four-party collaboration between the brand, MCN company, notification platform, and advertising post publishers.

Brands rely on notification platforms that provide amateur recruitment services, or cooperate with MCN companies that provide fake grass planting services, and hire amateurs or Internet celebrity bloggers to post grass planting posts in the form of product replacement or product replacement plus low remuneration.

Employees are also required to place orders for products on the e-commerce platform by themselves, and then refund the money after posting a post to achieve the purpose of brushing orders. Some brands will make clear requirements for the content of the post, and customized "post posts" appear.

Case.

The company being sued has cooperated with more than 100 experts and "generally charges less than 10% service fee." It is understood that in the past month, Xiaohongshu has implemented three rounds of false grass planting control actions, and has banned a total of 81 brands and offline brands.

The agency handled 172,600 related false grass planting notes and 53,600 illegal accounts.

The governance scope covers the entire upstream, midstream and downstream of the gray production chain of "substitute writing and distribution", from the demand side with fake grass planting to the external MCN institutional platform that provides fake grass planting services.

Data map.

The headquarters office building of Xiaohongshu, a consumption sharing platform for young people.

Tianyancha shows that Nanjing Yibei Media Technology Co., Ltd., a notification platform that was sued this time, is a small and micro enterprise established less than three years ago. The company has a registered capital of 100,000 yuan and its business scope includes media technology research and development; Internet information services;

Web design; design, production, agency, and distribution of various domestic advertisements; photography services; art design; computer graphic design and production; corporate image planning; video production, etc.

On January 20, Wang Ming, the person in charge of the above-mentioned company, told the Red Star News reporter that planting grass for experts in the advertising industry should be a relatively common marketing method at present. His company’s marketing business model is mainly entrusted by brands and then cooperates with brands.

The Xiaohongshu experts (Internet celebrity bloggers) connected with them connect and send the products, and finally the Xiaohongshu experts will post grass planting posts.

Screenshot of platform recruitment There are currently more than 100 Xiaohongshu experts who have cooperative relations with Nanjing Mussel, and they all have a certain fan base.

As for how to ensure the authenticity of grass planting posts, Wang Ming said that the company only plays an intermediate transmission role. After the goods are shipped, the experts themselves write experience notes. The content creation is entirely based on the experts’ own ideas and tonality.

, most of them are sharing of daily life, and they will not affect the content created by the experts themselves. The brand will send a simple product introduction and "generally will not intervene (planting posts)."

Wang Ming, a screenshot of platform recruitment, told the Red Star News reporter that the company generally charges less than 10% of the service fee for this type of business. This service fee is the labor cost of connecting and communicating with our colleagues and experts.

After being sued this time, Wang Ming said he was not aware of the situation yet. "We don't want to bring false things to users. This goes against the original intention of our industry." There are brands that customize products or products plus fees as compensation.

In addition, notification platform apps, mini-programs, and various notification groups are also important ways to disseminate recruitment information for "grass planting posts". The audience of these platforms is more inclined to ordinary people who do not have a large fan base, that is, "amateurs."

The introductory words of these platforms include "Internet celebrity media task announcement platform", "bringing together many brands/pr/kol/koc/amateurs", "find the products you want to put on", "experts planting grass/evaluating/bringing goods"

wait.

Take the amateur recruitment platform "Crab Announcement" as an example. Brands, operating companies, personal brands and e-commerce companies can all publish recruitment information on the platform as announcers.

A customer service staff member of Shenzhen Shuchi Technology Co., Ltd., the main body of the platform account, told Red Star News that the platform will strictly review the background of the MCN organization that publishes the information. Currently, no commission is charged. The basic services of the platform are free and open.

Data map.