Da Liangshan, Sichuan, who was famous for his poverty, was arrested by the police for his profit on selling counterfeit special agricultural products because of the banner of "helping farmers".
The Liangshan Prefecture Police on Wednesday (September 20) this series of online celebrities and live broadcasts brought the goods, which made many Chinese netizens look great: they did not expect that the grassroots net reds on the screen are behindThe packaging of the brokerage company did not expect that those specialty agricultural products that claimed to be produced in Da Liangshan were actually imitations acquired from low -cost in foreign countries.
Million Faculty Red False was caught
Comprehensive cover news, Red Star News, First Financial and other media reports, Liangshan Police arrested a total of 54 criminal suspects in this law enforcement operation for online celebrities, including 11 of them, including 11 cases."Red anchor" and destroy five MULTI-Channel Network (commonly known as the Internet celebrity incubation company) and 14 companies involved in the case.
One of the group -named net red anchors is the Douyin blogger "Zhao Linger" and "Liangshan Qubu" with more than 2 million fans.On the Internet platform, the post -95s girl "Zhao Linger" met the "Qubu" of the Liangshan Yi guy in August last August. At first sight, the two of them sent the videos of acquaintance to the Internet and got the attention of netizens.Selling local specialty agricultural products online has achieved a good story.
/>
According to the police report, the two were originally individual households of Liangshan. In July last year, the person in charge of the MCN institution Chengdu Xiaoyu Agricultural Media Co., Ltd. was identified as "net red seedlings".Subsequently, the company designed the script and talk, and selected the broken wall remnants as the live broadcast background. It created the simple actor image and the image of innocent and kind heroine for the two to create a "Daliangshanyuan ecology".The short video platform releases video of "encounter", "蹭 饭" and "help farmers", etc., and obtains eyeballs and harvesting traffic.
Police pointed out that after earning traffic, the company opened online stores and live broadcasts, and under the banner of "helping farmers" (that is, help farmers sell agricultural products), from Chengdu, Nanjing and other foreign food companies lowlyPurchase of agricultural and sideline products such as honey, walnuts, and other agricultural products of Da Liangshan, and sold it nationwide with fake charging. The amount involved exceeds 10 million yuan.Yuan (RMB, the same below, about 130,000 yuan).
According to the report, the local procuratorate approved the arrest of two anchors and the above -mentioned MCN company leaders and counterfeit product suppliers in July of the local procuratorate in July this year.
In addition to "Zhao Linger" and "Liangshan Qubu", they rely earlier to rely on "sell misery" (meaning to make tragic stories and win sympathy) to become "Liangshan Mengyang" and "Liangshan Aze" in the Internet.During the live broadcast of the goods, false propaganda, the amount involved was huge, suspected of crime, and was arrested by the police.
These two Internet celebrities are hatched by another MCN company. In addition to selling agricultural products acquired at low prices in the same deck, the company also hires the online water army to create explosive models and grab orders in the live broadcast room to induce consumersBuy.
Help farmer live as a gray industrial chain?
Lu Xiaomei, deputy director of the Liangshan Public Security Bureau, said at the police report that the above -mentioned illegal criminal behavior was tightly organized, confusing, and widely involved in the case.Operations, "fake gray industrial chain" for the supply of ending agricultural products, and changing flow.
She also introduced that since the beginning of this year, the local random special operations have been carried out in the unrest, and illegal activities such as "miserable auctions", "false farmers", "pseudo -charity" have been severely crackd into laws and regulations.As of now, more than 13,800 illegal information has been cleaned up, and 82 related accounts have been permanently closed, including five fans have reached more than 2 million accounts.
In fact, although this is the first time that the Sichuan police notified the Internet celebrity live broadcast series projects, similar cases have been exposed by the media and live broadcast platforms many times.
For example, China News Weekly has picked up the fraud of internet celebrity anchors such as "Zhao Linger" and "Liangshan Mengyang" in May this year, as well as the MCN institutions and agricultural suppliers behind them.The surging news also reported as early as August 2021 that many accounts were punished by the Douyin platform for the tragedy stories such as fictional "fruits" and inducing netizens' shopping.
It is not difficult to see from the above information. The operation of making traffic by shaping the miserable people has made traffic, and the operation of bringing goods for a long time has a long history. These net celebrities are packaged by professional MCN institutions behind the scenes.What secret.
However, many Chinese netizens may not expect that some MCN institutions can have no lower limit so that the police use the word "destroying" the word "destroy" in the report.
What exactly is the MCN mechanism?
The full name of MCN Multi-Channel Network is a net red economic operation model that derives the United States and matures on the YouTube platform. Through capital support, the continuous output of professional content producers will be guaranteed to achieve stable commercial realization; MCN’s of MCNThe rise has transformed content creation from the production model of individual households to a large -scale series of corporate production models.
In general, the MCN institution can be regarded as a brokerage company of online bloggers. By connecting the capital of upstream and downstream, network traffic is realized.Some MCN institutions may be intermediary companies that provide bloggers with industry information, docking advertising business resources, etc. Some MCN institutions will sign contracts with bloggers for business cooperation, and even pack new bloggers from scratch according to market demand.
According to China Commercial News Network, as of the end of 2022, there were more than 24,000 MCN institutions in China with business licenses.Among them, the largest agency has a contract number of more than 100,000 contracts, and the head institutions generally have 10 million fan accounts around 20, and there are hundreds of millions of fan accounts.The data of the China Performance Industry Association is displayedIt is stated that about 9.6%of the MCN institutions revenue in 2022, an annual income of over 100 million yuan, an increase of 3.4%over 2021.
Of course, not all bloggers of all signing MCN institutions can become Internet celebrities, but in general, Internet celebrities that can maintain stable and high -quality outputs have more or less support from the MCN institution team.
There are also some Internet celebrities who choose to establish MCN institutions to cultivate more Internet celebrities after accumulating sufficient resources to achieve continuous profit.For example, the "PAPI sauce", one of the first -generation net celebrities, signed hundreds of bloggers through its own MCN institution "Papitube".
It can be said that the MCN institution is an inevitable product of the market after the rise of the Internet celebrity and the e -commerce economy, and most of the MCN institutions play "good to help the market to screen high -quality content, help bloggers to exert their capabilities and the maximum value of worksRole".The illegal MCN institutions such as the Liangshan Police have also been regarded by the industry as a tumor.
In this huge but lack of powerful supervision, how many groups of horses are unknown.Therefore, some Chinese netizens leave a message under the Related Search Words in the Liangshan case, and recommend that the relevant departments investigate and strictly investigate all MCN institutions, so as not to use the name of the Ministry of Outstanding people to use the name of the MCN institution to perform fraud.
However, more comments believe that although the MCN institutions that are harsh and criminal can be punished by the police, but for institutions and Internet celebrities that do not violate the law, they should also rely on practitioners to rely on practitioners’sConsciously restrict the daily supervision of the media platform.
The Internet celebrity economy is with non -
It must be pointed out that the Internet celebrity economy is not all chaotic.Although the Internet celebrities from the media are different, the low -threshold network platform has also given many ordinary people the opportunity to be recognized and watched, and live broadcasts, especially the farmer, also created a new new for those in need.Business opportunities.
For example, Ding Zhen, a Tibetan boy who unexpectedly became popular in a seven -second short video at the end of 2020, eventually became a tourist tourism for the local government and the packaging of cultural tourism state -owned enterprises in his hometown in Litang, Ganzi Prefecture, Sichuan.The image ambassador has led to the growth of the local tourism industry during the epidemic.
In Ding Zhen's famous story, the local government and state -owned enterprises play the functions of the MCN institution.China CCTV's famous mouth Bai Yansong also commented at that year, the road after suddenly hot Internet, not Ding Zhen can grasp it alone. "I hope his family, the local government, can consider it for a long time, not onlyUse him to make his smile more innocent. "
For another example, when the Chinese education industry was severely cracked down due to policy tightening in 2021, the old educational institution New Oriental launched the "Eastern Selection" of the agricultural product live broadcast and cargo platform.New Oriental's brand, and provides a large number of training teachers, including Dong Yuhui, has provided opportunities to transfer employment. It can be described as a win -win situation.
Because of this, for an industry that is still in a high -speed development period and lack of laws and regulations, such as the online celebrity live broadcast and cargo, the merchant has the bottom line of conscience and the audience has the ability to judge, which is particularly important.
People are willing to support grassroots Internet celebrities and buy agricultural products with less cost -effective agricultural products in the live broadcast of farmers.People use goodwill to pay, and even become victims of "new scams".
For the MCN institution that operates the Internet celebrity, if you cannot comply with the law and abide by the law and recognize the network of illegal places, it will not only make good people chill, but also corrupt the industry's reputation and make the situation of people who really need help more.Difficulty, even you may embark on the way to a crime.
