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The author:(作者)qqpublished in(发表于) 2015/6/9 6:42:04 Secrets of “six chicken wings“ app rhymes interest chains behind，
Micro letter some of the media, has become the rumors and false information "amplifier". These rumors on real life and social harm far beyond the so-called risk of damage to human health. --Chinese Academy of engineering, the National Center for food safety risk assessment and General Counsel Chen junshi
Six wings KFC chicken, master drainage oil, wahaha Botox ... ... Recently, these rumors continue to be popular push content, hundreds of micro-signal to the public, and crowding the screen in your circle of friends.
"First quarter of 2015 alone, some 2 billion yuan losses to the product. "Wahaha said publicly that micro-network platforms such as fertile ground for rumors, not only caused great damage to brand, market sales are in serious decline.
Facing rumors of repeated attacks since April, wahaha, master, giants such as Kentucky Fried chicken, have suspected rumor behind the weak signal operators to court seeking compensation for economic losses.
Press Statistics, which the big food companies have sued more than ten micro-operations, public companies, General claims more than 61 million Yuan, which is food rumors claimed the first case in recent years.
Further investigation found that micro-letter ballad has rendered the company operation, public trends, clearly showing a behind the micro-operations companies borrowed folk revenue-generating business models, which also have several large food processing enterprise rumors and malicious competition.
Each 800! "Honey Pucci" business
In October 2014, micro letter public, "honey-Ki," published the nongfu spring production, which I no longer dare drink the water! I want to buy water! The article, illustrated claims nongfu spring natural drinking water pollution, has been discontinued. Once launched, forwarded by the more than 100,000 within a short time.
Reporters check out "honey Pucci" micro-letter content found in the past, compared with the nongfu spring this article, his micro-amount of forwarded content usually around thousands of times, more than 100,000 of the forward made by Qi Gong, gaining unprecedented attention.
Nongfu spring finally impatience, a lawsuit would "honey Pucci" behind the Iraqi peaceful Lotus elegant Wuxi trading company to court. Jiangsu Wuxi business and information display, this Iraqi peaceful Lotus elegant Wuxi trading company registered in 2006, enterprises Zhang Xia, registered capital of RMB 30,000, operating items including jewelry, crafts, household goods, cosmetics, economic and trade consultation.
According to the Iraqi peaceful Lotus elegant made in China Exchange registration information, the company early operation of women's accessories, and has a Crown-level reputation shop in Taobao Mall.
"Honey Qi er" last March 24, 2015 is the official certification date, judging from the push micro-letter, Iraq peaceful Lotus elegant business has turned to direct marketing as a whole brand of "unlimited" operation. Due to its own cosmetics, health products, water filters and other products, beauty health content as "honey Pucci" push point.
The poisoned breast milk the baby, ignorance kills people and the 8 early warning signs of cancer, far from the tea, love life! Don't drink and later, from the perspective of these micro-title and content, "honey-Qi" push techniques rely mainly on health warnings, reminders to attract readers and forward.
Journalists to PR companies contacted Iraqi peaceful Lotus elegant trading company in Wuxi, head of its public, Lin told reporters that the opening of "honey-Chi" is dominated by propaganda, "unlimited" product.
When you ask if you can spend money to push specific content, he provided each of the 800 Yuan price, if making headlines, prices will be higher, but does not guarantee the reading and forwarding number.
Company operation of micro-rumors "factory"
Comb suspected rumor more than micro-signals, reporters found that micro-promotion company, chain of trend. Number of letters behind the public had become the company's primary business, the vast majority involved are parent companies behind the public figure, and the same company owns dozens of even hundreds of public to push the rumor.
KFC sued 10 micro-public, belonging to 3 companies, Shenzhen win Chen's successful cultural communications limited, Taiyuan Shanxi micro zero-point technology and traffic technology co., Ltd. Reporters noted that the only "in Shenzhen win Chen's successful" reproduces, 6 public owned KFC chicken rumors.
Shanxi Micro-Technology Limited's roads has nearly 10 public, such as "little road", "cold joke", "micro-eyes of road traffic", "life inspirational quotes" and so on. Reporters tried to call the company's public phones, even the information phone number is "Taiyuan's largest micro-marketing."
With numerous micro-Lords, was sued by the dense, more micro-marketing alliances, micro-letter surfaced. Head of the marketing company in Guangdong Province who declined to be named said, and Twitter "Fujian", the current micro-operations companies concentrated in Guangdong and Fujian in South China, and will reach to the national level, to take shape.
"The business model is the mentor, as a marketing company in the province to develop a near ten influential micro letter public after about ten other cities across the country, public positioning, local development agents and operators to join. "This person said.
Wahaha met "cool yy, AD calcium milk containing botulinum" rumor attack, layers of push processing of micro-marketing company was born.
Hangzhou court trial data showed that this rumor started for woman Yu Qiuhong, Jilin, published last January in Tencent micro Bo ", cool yy wahaha AD calcium milk containing botulinum" article. On April 10, the Wuhan Chang trading company by "beep childhood" public release of the kindergarten teacher just made! MOM turned, watch your baby, said wahaha "Botox". The same day, the Guangzhou magic network technology through "micro-shiling" public release of the shiling leukemia child more and more because this amazing article, claiming that "wahaha beverage drink will cause leukemia. ”
Reporters noted that Guangzhou magic network science and technology limited company owns a micro-Shi ling, arrived in wild flowers such as the public, fans number over 100,000. Head Lin claimed, it is the South's largest micro-marketing alliance WeMedia Guangdong Branch, which with nearly 500 micro letter below, public coverage reached 50 million fans.
"Turn turn" borrowed folk song for profit
On June 3, contacted the defendant is fly Yingkou wing network technology co, Wuxi health consulting, endless road Guangzhou magic network science and technology limited company, they give the same answer: micro-letter ballad-related articles published are turning forwarding of network news.
"The master of used cooking oil press, reprint from the Web, not paid advertising. Was issued after a complaint, we have deleted the relevant links. "The earliest publication of master oil on April 27 in the" hot searches "says one leader told reporters.
Another spread "KFC chicken wings with live maggots" charged with zero technology company, Taiyuan, also says he is not forwarded. A head surnamed Liang said, slightly public issue, the content of the article is a reprint of the Guangdong television broadcasting, "we just saw was sued by the Kentucky news from the Web, can be sued. ”
In fact, the concerned public, insisting "hand forward" has become the industry's usual profit means. With exaggerated headlines and content gets a lot of fans, after the dissemination, through the corporate advertising making money are standard practices for micro-marketing.
One micro-signal operation push, told reporters in Shenzhen, adapted to piece together Internet content, is the usual marketing tactic. "The title the more sensational the better, obscured, or directly into the local. Or other app pushing the topic, also secondary spread, this region's post reads very high. ”
Rumors of elaborate processing, with the ultimate aim remains saved after the powder grabbing advertising. Micro-marketing circles, general public, more than tens of thousands of fans, has some advertising value, entrepreneurs come naturally.
Indicted for master Kong suspected of spreading rumors of "Yingkou medium" head Tung told reporters, with corporate advertising is still the main revenue model, and watches, facial masks and other enterprises have been actively looking for the door, the ads price is generally 150~300/about 10,000 fans. "Yingkou medium" number reached more than 80,000 fans, front-page ads, its public offer was around 2000, "section up to 100,000 fans, the public, advertising the price is 3000 Yuan/article. ”
Greater benefits black holes: competitors put it together?
During an interview with, for some concentrated outbreak of Internet rumors, many food companies first will be the finger of suspicion points to the competitors. But these need further investigation by the police.
"Gutter oil rumor appeared on the Internet last year, but 51 concentrated yet again during the holidays this year. "Master Kong Holdings Li Yilin, spokesman told reporters that in just a few days, and reprinted more than more than 600 times, read more than million, the resulting timing and motives may be suspect," so organized and rumors of a huge number of attacks broke out in a short time, there should be behind the push. ”
Wahaha said recent rumors of attacks beverage products, "are criminals with ulterior motives spread, currently finishing collecting parts army information, as further evidence of rights to use. ”
Master also pointed out in a statement, the food industry market competition have hand-to-hand, led to some extent gave birth to the Internet rumours attack the malignant competition situation.
This approach is not without precedent. Last year, the rumors to attack master, and competitor group to court.
Prosecutions under the 2014 master uniform registration of instruments, last August, xiaogan, Hubei President enterprises food company employees at the end of the week Forum, huaiyin Forum launches the Japanese product is not credible, inverse-day master and the master you let the kids are shocked, posts, claiming master Kong label instant noodles production dates in advance, called for a boycott of Japanese goods master.
Master in materials submitted to the Tribunal, Zhou Weini fabrications spread rumors, is warning the public security organs. Also, master is also suing uni and Zhou Weini, said it instructed its staff to rumours spreading slander on the Web master, leading to quarter master sales suffer, seeks compensation for economic losses.
And reporter seen in the evidence submitted by the parties to the Court information, Zhou said the use of the letter friends post is assigned. Unified company has more than 110 employees in xiaogan, clerk are required to communicate through the app, set up a special letter issued by the group can work instructions. Post on master, and unified communication company employees in the group for a long time after time, from the Director down to the Manager are forwarded to their circle of friends.
On May 26, the Court of xiaogan city, unified company weeks to master a public apology for 30 consecutive days, and tingyi 13,000 yuan.
Rumors spread master motive, unified company employees in the suit argued for competition purposes, "the unity we are selling instant noodles, see Master Kang instant noodles, the negative information was concerned, after all, competitors, master business bad, my business would be better. Anyway, as long as it is detrimental to the master events, operating unified instant noodles are good for us. ”
8th, the unified city, Yang Shou, spokesman of the Group responded to say on this matter, "don't know".
Over 61 million claims could stop the rumors?
From the mail, forums, micro-blogging, micro-, Kentucky "6 wings 8-legged", master "Viet Nam waste oil", wahaha, "Botox" is actually circulating for a long time, and recently was its rapid spread again through processing app.
Kentucky according to official data provided to reporters, at the end of April, KFC has found that the public has more than 4,000 pieces of content, with over 130 accounts more than 100,000 the number of posts to read. According to this number, the KFC "negative information" be forwarded at least 13 million times.
51 master of cooking oil this year rumors, as of May 6, the micro-signal posted this information in 699 times read totaled 1.52 million, while reading has reached more than 70 articles of more than 5,000.
Is repeatedly processed with "wahaha Botox." On April 12, Hangzhou wahaha, wahaha group said in a statement the rumors make some products are loss of up to 2 billion yuan in the first quarter of this year.
The rumors spread rapidly, the major food companies have chosen to prosecute, filed large claims. According to reporters from the court filing instrument, at present master has sued Yingkou wing network, Ltd, Wuxi dehui health consulting, endless road Jarno network science and technology limited company, and officially registered. Meanwhile, 17 public accounts were also presented to the Shanghai public security folk evidence and in Heilongjiang, Liaoning, Jiangsu, a series of prosecutions, 3 micro-letter ballad public, over 50 million yuan of compensation.
"Win out over more than 800 suspected rumor micro public accounts, choose each of dozens of prosecutions, each claim amounted to 1.5 million", master Law Department told journalists, has been in the Northeast and South China regions initiated serial litigation, through criminal and civil prosecution of nearly more than more than 40 folk micro-signal company.
KFC also recently filed a lawsuit against 10 suspected of spreading rumors to the public, to each defendant to a maximum of 1.5 million yuan in compensation.
Reporter preliminary statistics, currently farmer spring, and wahaha, and Kang master are to micro-letter public, behind of operation company proposed claims, which Kang master claims amount for 50 million Yuan, wahaha claims amount 1 million Yuan, and KFC claims amount 4.5 million Yuan, and farmer spring claims amount 200,000 yuan, and King old JI claims 6 million Yuan, overall amount over 61 million Yuan, this or will became network rumors claims first case.
But most food companies say that is not enough to make up for the loss. Qu Cuirong, President of KFC that "claim amount is far from enough to make up for the losses suffered. But did something wrong he must pay the price. "The master said, master Kong rumors seriously damaging the business reputation, brand and reputation," the harm caused is incalculable. "
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