Beware of pitfalls! 70% of consumers make impulse orders when faced with "grass-planting" information
2024-08-14
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"Planting grass" is a popular Internet term
To potential consumers
Recommend specific products or services to encourage purchase
Similar to "recommend" and "share"
To understand the current situation of “grass planting” consumption
Recently
Guizhou Provincial Consumers Association
Conducted a "grass planting" consumer survey
This survey collected 1037 valid questionnaires
The survey results show
The current consumer group for “planting grass” is concentrated in those over 25 years old
88.91%
Survey shows
People with monthly income of more than 3,000
Easier to get in touch with “grass-planting” consumption
There are 389 respondents with a monthly income or living expenses of more than 5,000 yuan, accounting for 37.51%;
There are 342 respondents with an income between 3,000 yuan and 5,000 yuan, accounting for 32.98%;
There are 156 respondents with an income between 2,000 yuan and 3,000 yuan, accounting for 15.04%;
There are 94 respondents with income between 1,000 yuan and 2,000 yuan, accounting for 9.06%;
There are 56 respondents whose income is less than 1,000 yuan, accounting for 5.4%.
Survey shows
"Planting grass" information can easily pass
Consumers' daily consumption patterns
Respondents received the most “grass-planting” information through short video platforms such as Douyin and Kuaishou, accounting for 66.35%;
The number of “grass-planting” information received through shopping apps such as Taobao, JD.com, and Pinduoduo came in second, accounting for 54.48%;
35.78% of the people received “grass planting” information through search engines such as Baidu and Quark;
35.2% of people receive "grass planting" information through grass planting platforms such as Xiaohongshu.
The survey results show
Clothing, shoes and bags were purchased the most
Among the “grass-growing” consumption, clothing, shoes and bags ranked first, accounting for 62.97%;
Catering and accommodation consumption ranked second, accounting for 48.31%;
Skin care cosmetics consumption ranked third, accounting for 36.35%;
Others are culture and entertainment, other and travel.
The survey results show
More than 50% of the respondents felt
Consumption habits are captured by big data
51.11% of the respondents’ consumption habits were captured by big data, and they were accurately recommended products or services;
25.94% of respondents can quickly obtain information about goods or services;
15.81% of the respondents have received consumption information automatically pushed by online platforms;
7.14% of respondents have received product recommendations from celebrities or internet celebrities.
The survey results show
More than 80% of consumers have encountered false advertising
Only 19.38% of the respondents
Never encountered false information
The survey results show
Facing "grass planting" information
69.14% of respondents
Have experienced impulse buying
Article 9 of the "Internet Advertising Management Measures" implemented on May 1, 2023 stipulates that if advertisers promote goods or services through knowledge introduction, experience sharing, consumer evaluation, etc., and attach shopping links and other purchasing methods, they must clearly mark the word "advertisement".
The survey results show
50.34% of respondents
No active recognition of advertising awareness
The survey results show
When the purchased goods or services are not what you ordered
More than half of the respondents
Will choose to negotiate with the actual consumer merchant
58.15% of the respondents chose to negotiate with the merchants;
17.94% of the respondents would report to the “planting grass” publishing platform;
17.55% of the respondents would file a complaint with the relevant authorities;
6.36% of the respondents would list the publishers of “grass-planting” content as the targets of complaints.
Suggestion: Control false "grass planting" behavior from the root
The Guizhou Provincial Consumers Association put forward three suggestions based on the problems found in this questionnaire survey:
Internet platforms should "keep a good first pass" in publishing content, earnestly fulfill their main business supervision responsibilities, establish rules and regulations in terms of system establishment, account management, content review, and violation management, and effectively control bloggers' false "grass planting" behavior from the root. For "grass planting" behavior that constitutes commercial advertising, "grass planting" and related parties should be reminded to strictly implement the requirements of laws and regulations, and clearly indicate the "advertisement" logo. Accounts that violate regulations and publish false information, junk marketing, etc. will be strictly dealt with.
Relevant functional departments should strengthen supervision of "grass planting" consumption on online platforms, impose heavy penalties on false "grass planting" behaviors, and form an effective deterrent. Research and formulate qualitative standards for the identification of "grass planting" advertisements, clarify the legal boundaries between "good things sharing" and "soft article marketing", and formulate relevant judgment standards and legal responsibilities. For marketing behaviors that are judged to be commercial advertisements, they should be strictly supervised in accordance with the "Advertising Law", "Regulations on the Implementation of the Consumer Rights Protection Law" and other laws and regulations.
Consumers should improve their ability to discern false "grass planting" and not blindly believe in products or services recommended by Internet celebrities. Once they purchase unqualified products or discover that the operator has engaged in false advertising, they should promptly report it to the online platform or complain to the relevant departments.
Source: China Consumer News
