Anti-counterfeiting is not a good business in nature. Its need for publicity is even greater than its desire for profit; in the triple dilemma of commercialization, traffic, and supervision, if we must say that anti-counterfeiting bloggers still have a way to go in the future If there is any possibility, the path of professional anti-counterfeiters like Wang Hai can be regarded as a reference.
Gold recycling shops use "five-tael ghost scales", taxis rip off customers, and restaurants ask people to queue up... According to reports, in recent times, more and more More and more anti-counterfeiting bloggers are emerging in the public eye. They use their own unique methods to record the anti-counterfeiting process with the help of short videos, thereby quickly gaining a large number of fans. The anti-counterfeiting works they publish often trigger heated discussions among the public, and sometimes even force the market regulatory authorities of the places involved to intervene to resolve certain market chaos.
’s fight against counterfeiting has become a popular track to some extent. Some bloggers said that the "traffic password" they have is to fight against counterfeiting. As long as they post similar videos, they can easily get recommendations from the platform. For example, the anti-counterfeiting blogger "Kuai Biao Brothers" mainly promotes "Anti-Counterfeiting" and "Evaluation in Different Cities". Since the first anti-counterfeiting video was released on station b on May 22, 2023, it has made many over 100 videos so far. Video with 10,000 views.
can easily obtain high traffic through anti-counterfeiting, but the life of anti-counterfeiting bloggers is not as glamorous as it seems. In fact, self-media accounts that produce anti-counterfeiting content have faced a core problem from the beginning: As a profession, how to make money from anti-counterfeiting?
↑Video of blogger "Brother Kuangbiao" cracking down on counterfeiting in Lianyungang
There is no essential difference between anti-counterfeiting bloggers and pet bloggers
Speaking of fighting against counterfeiting, the most well-known one should be Wang Hai, a professional anti-counterfeiting expert who has been famous for a long time. In an interview many years ago, Wang Hai revealed that he mainly made money through claims. Later, some companies took the initiative to entrust him to fight against counterfeiting. However, as some injuries occurred from time to time, this kind of "professional crackdown on counterfeiting" was often accompanied by high thresholds and high risks.
In the Internet era, the threshold for combating counterfeiting has been removed, and regulatory authorities will often intervene quickly after chaos is exposed. As for the anti-counterfeiting bloggers who are among them, their anti-counterfeiting targets are more of the chaos in the people’s livelihood market.
The risk is reduced, which also means the benefits are reduced. The last source of livelihood for these anti-counterfeiting bloggers, relying on claims is obviously a drop in the bucket. The ideal business model has to come back to traffic and advertising revenue. In other words, there is essentially no difference between anti-counterfeiting bloggers and pet bloggers, except that they are on different tracks.
It can be seen from reports that the main source of income for many anti-counterfeiting bloggers is advertising investment from brands and platforms. This has little to do with their specific fight against counterfeiting. It is mainly due to their rational, objective and fair persona, which attracts brand owners who hope to increase sales. Moreover, many of those anti-counterfeiting methods that behave inappropriately or are aggressive and conflicting not only face bans from platforms, but are also not very attractive to advertisers.
The anti-counterfeiting bloggers in the short video era are completely different from the professional anti-counterfeiting people back then.
Anti-counterfeiting bloggers are trapped in the traffic of anti-counterfeiting.
As an anti-counterfeiting person, when the public welfare value of his exposure disappears, it almost means that the rationality of his existence has declined.
After all, it is not easy to squeeze into the track of Internet celebrities and product sellers. If it were not for their super personal charm, I am afraid that there are not many places where anti-counterfeiting bloggers can really stimulate consumers' desire to buy. On the contrary, once you encounter any quality problems during the delivery process, it also means that your "rollover" will be more severe than other bloggers.
For example, Xin Jifei, who was previously out of the industry because of his "technology and hard work", mostly focuses on exposing the inside story of food additives, and has attracted millions of fans in a short period of time. After it became popular, some netizens revealed that Xin Jifei had previously claimed in a video that "good fruit does not make good juice", but later he repeatedly promoted a wolfberry puree that was said to be fresh fruit juice, raising questions. Now, there are even anti-counterfeiters who specialize in cracking down on counterfeit products brought by “anti-counterfeiting bloggers”.
is not only an anxiety about commercialization, the platform’s traffic recommendations for anti-counterfeiting videos are also declining.More and more anti-counterfeiting bloggers have discovered that the anti-counterfeiting track is entering a bottleneck period, which is essentially still directly related to the embarrassing positioning of the anti-counterfeiting bloggers themselves. While such videos often generate a lot of attention and discussion, they also continue to spread anxiety and negative emotions. Moreover, from the perspective of the platform, once such videos are regarded as "traffic passwords" by too many creators, it will inevitably lead to overcorrection. It is not even ruled out that some bloggers deliberately enlarge certain videos in short videos in order to gain traffic. phenomenon. This is obviously not what the platform wants to see.
Because of this, more and more anti-counterfeiting bloggers are trapped in the traffic of anti-counterfeiting.
↑Video screenshots of a certain anti-counterfeiting blogger
How anti-counterfeiting bloggers get out of the triple dilemma
It is undeniable that the existence of anti-counterfeiting bloggers is helpful to improve the market environment. Compared with the powerlessness of ordinary consumers, anti-counterfeiting bloggers who have mastered traffic passwords and know how to create "program effects" are obviously more deterrent. Judging from previous cases, it has often become a standard action for anti-counterfeiting bloggers to be punished and regulatory authorities to take action.
But if we switch back to the perspective of the market environment, it is unrealistic to rely on anti-counterfeiting bloggers for everything, as treating the symptoms does not address the root cause. On the contrary, from the perspective of regulators, using stricter and more standardized management to reduce the "program effect" of anti-counterfeiting bloggers is a reflection of the effectiveness of market supervision. CCTV once commented that to a certain extent, Internet celebrities’ crackdown on counterfeiting not only targets market chaos, but also the lack of supervision; it also tests not only the quality of operators, but also the level of market management.
In other words, the existence of anti-counterfeiting bloggers certainly has its role, but it is still unknown how much it will contribute to optimizing the market environment of a place. What's more, many anti-counterfeiting bloggers have their own interests after commercialization. Unlike the media, it is difficult for them to assume a serious social supervision role in a real sense. If you try to rely on anti-counterfeiting bloggers to maintain order in the consumer market, you are obviously putting the cart before the horse.
In the triple dilemma of commercialization, traffic, and supervision, if we have to talk about the future possibilities of anti-counterfeiting bloggers, the path of professional anti-counterfeiting bloggers like Wang Hai can be regarded as a reference. Anti-counterfeiting is not a good business in nature, and its need for publicity is even greater than its desire for profit. For regulators, the increasing professionalization of counterfeiters in the future is also a good thing. It will not only further improve the professional level of supervision, but also minimize supervision costs and more effectively maintain the normal trading order of the market.
Red Star News special commentator Chen Bai
(Source: Red Star News)
