标签归档 武汉剁饼子论坛

For us now, eating is no longer a simple matter of filling our stomachs. We have higher requirements in many aspects of eating. It is in such a big environment that various types of online celebrity restaurants take advantage of the trend, and how to create a online celebrity food?

As the saying goes, food is the most important thing for the people. In recent years, eating this thing is no longer a simple way to fill one’s stomach and satisfy one’s greed, but a manifestation of identity and the pursuit of a higher quality of life. It has become a daily life for young people to chase online celebrity restaurants and online celebrity food. I believe that there are many girlfriends around you who are under the banner of "eating goods" and have not planted less grass in online celebrity restaurant. They often go to the restaurant to encourage you to eat, but they don’t eat much by themselves, and they are extremely thin when taking pictures.

Are you a foodie? Have you eaten all the following online celebrity foods from 2017 to the recent fire?

The prototype of dirty bread is in Japan, and it is already an old bread category called chocolate. After eating, the mouth and hands will be stained with chocolate and become "dirty", hence the name "dirty bag", and online celebrity is full of momentum! Thick chocolate powder is wrapped around the horn of Kesong, and then covered with a layer of chocolate sauce. It is moist and chewy inside, and it is full of chocolate flavor in one bite, crisp outside and tender inside!

When the dirty bag caught fire, even the stars joined the ranks of getting dirty, and the host Du Haitao showed the appearance of eating dirty bags in Weibo.

"Hi Tea HEYTEA" is a brand founded in 2012, and its popularity has been in the past two years. In 2015, because the original trademark "Huangcha" could not be registered, it was renamed "Xicha".

How hot is tea?

When it was also called imperial tea, there were more than 2,000 fake imperial teas in less than a year after opening the first store in Shenzhen. After the Spring Festival in 2017, Xicha opened its first store in Shanghai, instantly detonating hundreds of people’s queues for several hours, and selling nearly 4,000 cups every day. This is already the fiftieth store of Nie Yunchen, the founder of Xicha.

His shop has become a local phenomenon and a popular culture. Many people often queue up for more than an hour to drink a cup of tea in his shop.

This product became popular with the broadcast of the debate variety show "Qipa Shuo" produced by Mi Wei Media in Ma Dong. It is said that 30 tons of about 1.2 billion Baba melon seeds were sold in six months. Xu made a high-profile call for TA at the scene of "The Story of Qi Pa", but Degang Guo couldn’t stop.

Its product slogan "Take a bite of shi to calm down" is a popular phrase among young people nowadays, which is directly aimed at the young people’s market.

Miwei Media’s "Miwei Commissary" has launched many kinds of snacks, such as Baba melon seeds, "awesome" series of popcorn and French fries, which are essentially realized by using big IP business. These products have spent a lot of thought on packaging design, and with the help of variety shows and celebrities, they are sold at a much higher price than similar products, and the sales volume is also very good. How is the taste? It is not very good to evaluate. As for the connection between melon seeds and Baba, where is it? Experience it for yourself.

Taier pickled fish is a catering brand that was born in Guangzhou in 2015. Although it was established for a short time, its expansion speed is overwhelming. The author is in Shenzhen, and I have never heard of this brand, but I have been Amway by my friends many times, which shows that my reputation is good. And I don’t know when the shopping mall next to my home has opened this online celebrity restaurant, so I tried it once.

Personally, I feel that their pickled fish is above average, and it is not delicious. However, I was deeply impressed with this store because of its individual "crowding out customers" clauses.

For example, the clause of "No reception in our shop on Friday":

1. Eating only plays with mobile phones;
2. More than four people from the same trade enter the store;
3. Say that our fish is not delicious;
4. Wechat red envelopes can only be robbed;
5. The temper is even worse than that of the manager.

None of these five types of guests are accepted.

The main visual design of storefront decoration is comic style, which has strong visual impact. Unique way of serving-when serving pickled fish, the younger brother will shout loudly: Here comes your pickled fish! This unique experience has made me fascinated by this store.

There are quite a few online celebrity foods listed above, such as turkey noodles, blue Pepsi-Cola, self-heating hot pot, towel rolls, and master Bao’s meat floss and Beckham. If you are curious and haven’t eaten yet, it’s better to search first and then try it.

La ku ni de turkey noodles

There are many foodies around me, and I am often planted with some online celebrity restaurants. Except some of them are run by stars and have halo effect, I find that they all have their own characteristics without exception. The popularity of these foods is not simply to follow the trend, but that they do have some extraordinary things.

The memory point here is not only high in value, but can be remembered or described by you at once. Of course, it is good to have a high face value, but ugliness is not necessarily an eye-catching trait. Just like now, the description of atypical male stars is not "handsome", but "ugly handsome".

The taste of the dirty bag may not be so special, but its memory is very good-it pastes your face when you eat it and can be directly seen by others. At the same time, "dirty" was originally the natural enemy of food, but here is the name of food. This contrast has captured the minds of consumers and made dirty bags a special existence.

As mentioned above, it is also a memory point to shout when serving fish with Chinese sauerkraut. The name of Baba melon seeds and slogan are also memory points.

Products are just like people, no matter whether they are beautiful, ugly, fat, thin or tall, they are easy to remember with a distinctive feature. What they fear most is mediocrity, and they can’t say what is good or bad.

The cheapest food in online celebrity listed in the first part is dirty bread. I don’t know if dirty bread is more expensive than other breads. However, the unit price of the other three online celebrity foods is not low.

The per capita price of hi-tea is around 22-23 yuan, which is much higher than that of "COCO" in 10 yuan and a little in 14 yuan. Needless to say, Baba melon seeds, ordinary melon seeds with a canned package immediately turned gorgeous, 69 yuan two boxes. Usually, 10 pieces of melon seeds a pound are considered as super good quality. Two boxes of melon seeds add up to 440g to sell this price, so it’s sentimental to eat.

At that time, when I was eating fish with Chinese sauerkraut, I ordered a large portion, and I also ordered a brown sugar Zanba and a bowl of noodles. There were three people, with an average of 83 yuan per person. Although it is a large portion, the plate for fish is indeed large enough, but the weight is average, and this price is more expensive than ordinary pickled fish.

Don’t underestimate the purchasing power of consumers and the liquidity of fan loyalty. What you sell is a brand premium. The more expensive it is, the more people will buy it.

"It must be delicious to have so many people waiting in line."

Whether you are a street snack or a store in a shopping mall, the biggest feature of online celebrity food is queuing. At that time, it was very exaggerated to queue up for 7 hours to drink the tea. When it is very hot, the queue is about 2 hours, but it is also very long.

I have experienced Taier fish with Chinese sauerkraut, and its store has never been out of line. Perhaps because there is a rule that "more than four people in the same trade enter the store", it is even more popular.

Dirty bags and Baba melon seeds were once sold out of stock.

The news about hi-tea is almost never broken. For a while, it is said that it is delicious, and for a while, it is said that it hires people to queue up. You rarely see it hard and wide, but the investment in social media and cross-border cooperation has not been less.

For example, in the cooperation between Xicha and W Hotel, they launched a series of jointly designed products, such as handbags, luggage tags, gift boxes and wine mixers. In addition, during the cooperation period, you can get two cups of hi-tea by staying in any room of Guangzhou W Hotel and calling the inspiration line.

Moreover, Guan Wei, who likes tea, is very good at finding some topics related to young people to interact with. After the interaction, he will also give away various peripheral products: bags, postcards, calendars and so on.

For food, delicious is the foundation of everything. I don’t know when, there was such a trend, and the products were terrible to eat, but as long as there is Internet thinking and high value, it seems that a concept of packaging can earn a lot of money.

For example, Huang Taiji Pancakes, once valued at 40 million yuan, was a sensation. It is said that no one who has eaten it thinks it is delicious, which is far worse than the pancake fruit on the street.

Whether it is food or other products, good products are king.

Tea-loving milk-covered tea is not good to drink. What’s the use of calling yourself the initiator of cheese-covered tea?

Word-of-mouth effect is limited, reaching the extreme, and it may be useless to spend any marketing expenses. When it is time to test the product, consumers will not be soft-hearted, and bad taste is bad. How long does a product without repeat customers last?

Looking at more categories seems to give consumers more choices, but sometimes it is not necessarily a good thing. Because Chinese food is difficult to standardize, the more categories, the more difficult it is to operate, so many online celebrity foods usually focus on a single item explosion.

Taier’s signature dish of pickled fish, even if there is only one category of pickled fish, is also polished in the product, and a pickled fish has made eight different spicy degrees. No matter what products you make, many SKUs or single items, it is worth polishing, and products are the most powerful support.

The famous continuous entrepreneur Peng Ying once said:

If in a big city like Beijing, Guangzhou and Shenzhen, the design fee below 200,000 is basically the CEO’s taste, and the design fee above 200,000 basically depends on the designer’s taste.

In the era when beauty is justice, we often tease our sisters that "everything is right when they are beautiful". We all know that we should look at a person not only on the outside, but also on the inside. But appearance is the first level to attract others’ attention. Food can’t talk, and when the value goes up, people will have a chance to taste it.

Huang taiji pancakes mentioned above, although a little put the cart before the horse, have a bad taste, but the store design is very compelling. It is true that there are no repeat customers, and it is definitely no problem to attract people who come for the first time.

Now it seems that everyone is aware of the importance of face value, and the relatively red online celebrity food hardly sees anything that doesn’t pass the mark. Xicha has opened one theme store after another, and the design of the store itself is a landscape. Even if it is not for a cup of tea, the store that likes tea has already become a holy place for selfies. Needless to say, every season, its cup cover and paper bag will be redesigned according to the theme of new products every season.

The face value is high, and the circle of friends is spread again and again. Why not?

Brand personification is not to force a mascot, an identity, and a slogan. These are superficial efforts. The real brand personalization is to master the ability to tell stories, and the stories told are fascinating.

There is a particularly good place in Taier, which moves out of the role of boss and tells the origin of the name "Taier"-

Taier started in a small shop with no door, and was often called stupid and stupid by guests who couldn’t find the entrance. The second boss thought that there was no way, so long as he could be the second pickled fish in the universe, the name of Taier spread.

The word "two" is used in a derogatory sense. The boss is second because he wants to cook pickled fish well, but it is not really "two".

Baba melon seeds and tea show their brand personality through product packaging design. Xicha is a stick figure who drinks tea. He is very playful and lovely. Baba melon seeds are even more brilliant, and people who eat Baba melon seeds have become a part of the brand-wonderful products need you to control them.

Features mean distinguishing from other products, and the brand recognition is distinct. Even though many people make milk-covered tea, you insist on not using creamer and milk-covered powder, and you also have characteristics. In today’s rampant use of food additives, brands that insist on using natural raw materials and ingredients deserve a better brand reputation.

Principles mean having a set of systems that they have identified and will not be easily broken because of changes in the outside world. Is it true that Taier’s series of principles of expelling customers from pickled fish have business to stop?

Not really.

For example: why can’t more than four people receive it? Because:

"Many people eat and play on people, and I don’t remember what I ate in my mouth at all. At most, there are no more than four people, just a few confidants and friends, and you don’t have to steal the show to really taste the delicious pickled fish. In addition, the tables, chairs, lights and even dishes in Taier Store are designed for no more than four people to eat, and many people have a bad experience. "

Including no spicy dishes, no take-away, no joining, etc., are all for quality control, restaurant operation and brand considerations. It is a kind of sincerity to do what you can to provide the best experience for your guests.

Those terms that seem to be unappreciative to consumers are worth adhering to if they are for the quality of products.

There are too many ways of marketing. Some of these online celebrity foods mentioned rely on word-of-mouth marketing; Some rely on new media marketing; Some seem not to do marketing at all; Some just rely on marketing to win, such as: Huang Taiji pancakes.

Take Xicha as an example: As mentioned above, it is very successful in new media marketing, and of course offline marketing is equally unambiguous. Before the opening of the Shanghai branch, many well-known media and platforms in Shanghai were smashed. Buy one and get one free three days before opening, and then carry out secondary communication with the help of the herd effect of queuing and the spontaneous photo printing of consumers.

Including Taier’s refusal to accept more than four people from the same industry to enter the store, raising the threshold for obtaining, and from another perspective, it is also a marketing tool. The principle of selling only 100 fish a day is also to create a sense of scarcity, and there is a special word to describe this marketing method-hunger marketing.

Of course, the premise of all this is that the product must pass the customs, otherwise you will have no chance to play hunger marketing. There are some snacks with excellent products. Because of years of brand accumulation, they have remained prosperous for many years by word of mouth. For example, the resurrected Menghua Street Chaos and A Welsh Onion Sesame Cake were enlarged into online celebrity snacks through the Internet, and even queued up until their legs were soft.

Products are the most powerful support of the brand, and marketing magnifies the influence of the brand. It would be a pity if there are excellent products, but no one cares because of poor marketing. In this era when the fragrance of wine is afraid of the depth of the alley, the importance of marketing is self-evident.

When it comes to service, we have to mention Haidilao. People have made a lot of efforts to make "service" go beyond products and become the first key word to occupy users’ minds. At this time, service will become the longboard of Haidilao. Have you ever thought about whether your product can go on fire forever? What is your product longboard?

Tea shops like Xicha are actually very easy to imitate, so the founders have spent a lot of time and energy cultivating the supply chain.

"Not only insist on direct mining in tea gardens, but also customize and cultivate tea according to market demand. From planting soil to planting methods, personalized transformation will be carried out according to consumer demand, such as Jinfeng, Sijichun, Yanhong, Lvyan and Yunxiang, which did not exist in the market originally, but it took 2-3 years for Xicha to independently develop. In April 2017, Xicha launched the ERP system at the back end of the supply chain, so as to open up the information flow in the supply chain and maximize efficiency. "

High efficiency and low cost establish a healthy profit model, customize the taste according to the needs of consumers, and enhance the stickiness between consumers and brands. These are the barriers to liking tea.

Not only "You can’t learn to fish in the sea", but you may not learn to like tea. Many brands are working hard to consolidate their longboards. For example, Le Kaiser, a local talent in Shenzhen, Aleksanda, a online celebrity ice cream brand with a history of four years, and Frog Laida, who is committed to the standardization process of catering …

It is said that the online celebrity store will not live for three years.

"Miss Zhao’s unequal position, carving the sirloin and Huang Taiji, just three years; Nice to meet you, little pig, parallel imports, two years; A small cage is really lucky, one year; Remicone black cloud ice cream, half a year. Look, faster and faster. "

No matter what product has a life cycle, it seems that once it is labeled as "online celebrity", it is particularly short-lived. Business is not a standardized thing, even copying other people’s methods may not be equally popular. In the early stage of brand development, online celebrity stores often rely on a single longboard strategy to become popular, or a single product explosion, or marketing techniques.

However, as consumers return to rationality and competitors increase, the brand potential will be diluted, and the key to survival at this time will return to the most basic business problems. Whether there is a good product experience, service efficiency, and even the establishment of food safety and talent system.

How long will these former or popular online celebrity brands last? Let time give us the answer.

This article was originally published by @ Fancy. Everyone is a product manager. Reprinting is prohibited without permission.

The title map comes from Unsplash and is based on CC0 protocol.

　　Cctv newsRecently, the State Tobacco Monopoly Bureau issued the Notice on Strengthening the Supervision of Electronic Cigarettes.

　　In order to thoroughly implement the major decision of the CPC Central Committee and the State Council to strengthen the supervision of e-cigarettes, strictly implement the spirit of the State Council’s Decision on Amending the Regulations for the Implementation of People’s Republic of China (PRC) Tobacco Monopoly Law, and guide the service e-cigarette market participants to gradually adapt to the requirements of the Measures for the Administration of E-cigarettes (Announcement No.1 of the State Tobacco Monopoly Bureau in 2022), the mandatory national standard for e-cigarettes (GB 41700-2022) and related supporting policies and measures, Give qualified e-cigarette market participants enough time to prepare for administrative licensing, design product compliance, complete product transformation and other work, and the State Tobacco Monopoly Bureau reasonably set up a transition period for e-cigarette supervision. During the transition period, the supervision work was smooth and orderly, which laid a good foundation for promoting the gradual realization of legal supervision of the e-cigarette market and bringing the e-cigarette industry into the track of legalization and standardization.

　　In order to continuously promote the legal and standardized governance of e-cigarettes, effectively protect people’s health and safety, standardize the operation of e-cigarette industry, and effectively deal with related issues left over during the transition period, relevant matters are hereby notified as follows.

　　First, the main body of the e-cigarette market shall carry out production and business activities according to law.

　　(1)From October 1, 2022, the main body of the e-cigarette market engaged in the production and operation of e-cigarettes shall obtain a tobacco monopoly license, and carry out production and operation activities in strict accordance with the Tobacco Monopoly Law of People’s Republic of China (PRC), the Regulations for the Implementation of the Tobacco Monopoly Law of People’s Republic of China (PRC), the Measures for the Administration of E-cigarettes, the mandatory national standards for e-cigarettes and the supporting policies and regulations of the State Tobacco Monopoly Bureau.E-cigarette manufacturers, aerosol producers, nicotine producers, e-cigarette wholesale enterprises and e-cigarette retailers who have obtained tobacco monopoly licenses according to law shall conduct transactions through the e-cigarette trading management platform. The transportation of e-cigarette products, aerosols and nicotine for e-cigarettes shall be subject to the supervision of the Tobacco Monopoly Bureau, and shall be made in accordance with relevant regulations and accompanied by logistics documents.

　　(2) E-cigarette products sold in China shall conform to the mandatory national standard of E-cigarette and the Provisions on the Warning Signs of E-cigarette (No.64 [2022] of State Tobacco Office). E-cigarette products that are not sold in China and are only used for export shall comply with the laws, regulations and standards of the destination country or region; Where the destination country or region has no relevant laws, regulations and standards, it shall comply with the relevant requirements of Chinese laws, regulations and standards to ensure the quality and safety of export products. E-cigarette-related production enterprises that have obtained the license of tobacco monopoly production enterprises, which are engaged in export business, shall conduct export filing on the e-cigarette trading management platform.

　　(3) Tobacco monopoly bureaus at all levels shall earnestly perform their supervisory duties, strengthen market supervision according to law, continuously improve government services, and continuously promote the legalization and standardization of e-cigarette governance. Accept applications for licenses of electronic cigarette-related manufacturing enterprises, wholesale enterprises and retail entities in accordance with the law, and handle them in accordance with the relevant regulations and instructions that came into effect on October 1, 2022.

　　II. Reaffirmation of relevant prohibitive provisions

　　(a) individuals, legal persons or other organizations that have not obtained a tobacco monopoly license are not allowed to carry out e-cigarette related production and business operations, and the licensed subjects are not allowed to carry out production and business operations beyond the permitted scope.

　　(2) No individual, legal person or other organization may sell e-cigarette products, aerosols and nicotine for e-cigarettes through information networks other than the e-cigarette trading management platform as stipulated in the Measures for the Administration of E-cigarettes.

　　(three) products that do not meet the mandatory national standards for electronic cigarettes, that is, products that have not passed the technical review, shall not be sold in the domestic market. E-cigarette products on the market must be consistent with the product information that has passed the technical review.

　　(four) it is forbidden to publish electronic cigarette advertisements in the mass media or public places, public transport and outdoors. It is forbidden to send any form of electronic cigarette advertisement to minors. It is forbidden to use advertisements and public service advertisements of other commodities or services to publicize the name, trademark, packaging, decoration and similar contents of electronic cigarettes. The notice of relocation, renaming and recruitment issued by the producer or seller of electronic cigarettes shall not contain the name, trademark, packaging, decoration and similar contents of electronic cigarettes. It is forbidden to hold exhibitions, forums and expositions to promote electronic cigarette products in various forms.

　　(five) no electronic cigarette sales outlets shall be set up around ordinary primary and secondary schools, special education schools, secondary vocational schools, specialized schools and kindergartens. E-cigarette retailers must purchase e-cigarette products from local e-cigarette wholesale enterprises, and may not exclusively operate e-cigarette products listed for sale, and may not sell e-cigarette products to minors; Warning signs shall be set up in the business premises, and electronic cigarette products shall not be sold by self-service sales or disguised sales.

　　(6) Delivery, carrying of e-cigarette products, aerosols, nicotine for e-cigarettes and entry of e-cigarette products shall be subject to quota management, which shall not exceed the quota stipulated by the relevant competent authorities in the State Council.

　　Third, properly handle the remaining issues during the transition period

　　During the transition period, all the licenses of qualified existing e-cigarette market entities have been completed. In order to protect the legitimate rights of enterprises, the State Tobacco Monopoly Bureau and the provincial tobacco monopoly bureau will accept objections from existing e-cigarette related manufacturers after the transition period.

　　(1) The object of objection. Existing e-cigarette related production enterprises established before November 10, 2021 and obtained business licenses have expressed their willingness to apply during the transition period and considered themselves to be existing enterprises, but they have not obtained certificates.

　　(2) Time for accepting objections. October 8 to October 31, 2022.

　　(3) the organ that accepts the objection. The provincial tobacco monopoly bureau where the applicant’s domicile (main business premises and business premises) is located.

　　(four) the way to raise objections. The objection subject shall be put forward in writing, mainly including the following materials:

　　1. The name, legal domicile, name of legal representative (person in charge), name of contact person, telephone and email address, etc. of the objecting enterprise;

　　2. Specific and clear objections;

　　3. The factual basis of the objection and relevant supporting materials;

　　4. The date of the objection.

　　The above written materials shall be signed by the legal representative (person in charge) of the enterprise and stamped with the official seal page by page.

　　The State Tobacco Monopoly Bureau and the provincial tobacco monopoly bureau shall check and deal with the objections raised by enterprises.

　　"I don’t know how long my days will last. If I can choose again, I will definitely not listen to them. I must go to the hospital for regular treatment as soon as possible." Yang Rong, a cancer patient, lamented when he reflected on his experience of going to the hospital in a hurry, and it was a pyramid scheme that caused him to be cheated of his money and miss the "golden treatment period". An investigation by the reporter of the Economic Information Daily found that the pyramid schemes that victimized Yang Rong and others were once under the guise of being able to treat cancer, and under the cover of "vest" such as "company, product and training", they quickly set up a pyramid for pulling people’s heads to get rebates.

　　Experts said that in recent years, pyramid schemes have been changing their waistcoats, but their three characteristics of paying entry fees, developing members at different levels and providing high rebates will not change. When people are engaged in investment activities, they must keep their eyes open and don’t believe that there will be "pies falling" in the sky.

　　Mystery:

　　The price of internal anti-cancer courses is as high as 18,800 yuan.

　　After paying 18,800 yuan, he became an intermediate class student and entered the company to attend classes. During the lectures, Master Zhang repeatedly asked the students if they had brought a voice recorder to record, and said that after class, the instructor would search them.

　　At about 5 pm on May 4th this year, the entrance of Guangxi Guanghe Santong Company, located on the 9th floor of a hotel in Qinzhou City, Guangxi Province, became lively, and students in uniform came to sign in one after another. This was the largest internal training for the company in the first half of this year. More than 160 students from all over the country participated in the training, all of whom became intermediate class students after paying 18,800 yuan.

　　They traveled long distances to this city in the southwest border, just to learn from Master. Their master is Zhang, the 10th generation descendant of Zhang’s Fast Needle with a history of 300 years, and the legal representative of Guangxi Zhuowei Santong Health Care Co., Ltd..

　　The students in the intermediate class were asked to hand over their mobile phones and keep them in the custody of the instructors. After that, the students entered the company and began to attend the class. In a room with closed curtains, the class lasted from 6 pm to 12 midnight. In class, Master Zhang once again described how he and his wife saved lives and cured cancer through clever acupuncture and the company’s health products, and how their medical skills caused a sensation in Beijing.

　　"The company will soon set up an international department, and we will go abroad and serve the world on behalf of Chinese medicine acupuncture. We also need to cultivate ‘ The second generation of needles ’ Conduct acupuncture training classes for children aged 5-15. " Master Zhang on the stage described the bright future of the company with passion, and the students under the stage took notes carefully. Some of them with good performance will also "swipe Master’s card" to go to Indonesia for free on May 7.

　　During the six-hour lecture, Zhang repeatedly asked the students if they had brought a recorder to record, and said that the instructor would search them after class.

　　This kind of training course was also heard by Zhou Fang last year. Zhou Fang is a junior member of the three links company. Later, in order to treat her boyfriend with a discount on health care products, she recharged 100 thousand yuan and became an A-level shopkeeper.

　　Misleading:

　　Cancer patients miss the "golden treatment period"

　　Yang Rong was suffering from early colon cancer. He went to the doctor in a hurry and listened to the words of the "magic doctor". He spent nearly 100,000 yuan on health care products and tried various methods such as acupuncture, moxibustion and drinking ginger lean porridge. The final result was that cancer cells spread to the brain and were diagnosed as advanced colon cancer.

　　In July 2018, 37-year-old Yang Rong accompanied his girlfriend Zhou Fang to have a physical examination in Pingchang County Hospital, Sichuan Province. Because she felt a little dull pain in her stomach, Yang Rong had a colonoscopy and pathological examination. The results showed that "a little glandular epithelium was severely dysplasia, with local canceration" and was diagnosed as early colon cancer. "At that time, the doctor advised me to do surgery to remove the lesion immediately, saying that the cure rate of early colon cancer was very high." Yang Rong said.

　　Hearing that they had cancer, Yang Rong and Zhou Fang panicked and began to ask around for famous doctors. After learning this news, Zhou Fang’s friend Wang Cheng recommended them to find their own master — — A "magic doctor" who has thousands of disciples and can cure cancer, that is, Zhang, the legal representative of Guangxi Zhuowei Santong Company.

　　Zhou Fang then contacted Huang, a disciple of the "God Doctor". After understanding the condition through WeChat communication, Huang discouraged them from undergoing surgery. "Never operate. Once you operate, cancer cells will spread everywhere like a hornet’s nest!" Huang told Zhou Fang through WeChat voice that as long as he followed his master’s method, he could "100% cure cancer" without surgery.

　　The two people who were in a hurry to go to the hospital took a long-distance train and came to Qinzhou City, Guangxi to visit Zhang, a "god doctor". "When I got there, I saw him giving a lot ‘ Disciple ’ The lecture was huge, and our hearts suddenly sprouted hope. " Yang Rong said.

　　After "feeling the pulse" for Yang Rong, Zhang categorically said that his "sister" who had colon cancer before was cured by him. As long as he maintained it according to the plan he gave and cooperated with a large number of health care products and acupuncture treatment of their company, it would be saved.

　　In the following four months, Yang Rong and Zhou Fang spent nearly 100,000 yuan to buy the company’s health care products, and tried dozens of methods such as acupuncture, moxibustion, drinking ginger lean porridge, supplementing probiotics and soaking feet. However, Yang Rong’s health did not improve, but she began to have a persistent fever, cough and bloody stool. Hearing these symptoms, the "big brother" Huang evaded: "This is just ‘ Anal fissure ’ ‘ Hemorrhoids ’ It has nothing to do with cancer. " Zhou Fang, who began to feel that something was wrong, wanted to meet Zhang, but she was repeatedly rejected. On November 12th last year, Zhuowei Santong Company set up a "big class" in a hotel in Guangzhou. When they heard the news, they rushed to the scene, trying to ask Zhang for a "diagnosis and treatment" again.

　　The process of asking for an audience was not smooth, so they had to block Zhang at the door at the end of the big class. Yang Rong, who was weak, fainted on the spot. When Zhang saw it, he stopped giving him needles to treat the disease, but asked them to go to the hospital for medical treatment. "He said he was an imperial doctor, but a living patient fainted in front of him, but he didn’t do anything about it. Then I suddenly realized that he was a liar!" Zhou Fang immediately took Yang Rong to a taxi, caught the fastest flight back to Chengdu, and went straight to west china hospital for rescue.

　　Severe anemia, hemoglobin content is only 30% of normal people, and cancer cells have spread to the brain, which is diagnosed as advanced colon cancer … … After admission, the hospital immediately issued a notice of critical illness. After three days of rescue, Yang Rong struggled to get back a life.

　　Truth:

　　The so-called "health products" are just ordinary foods.

　　Experts pointed out that the expensive health care products are ordinary foods, which are harmless to the human body, but they are useless and certainly can’t cure the disease.

　　After nearly forty times of radiotherapy and chemotherapy, Yang Rong finally got the indication of surgery. In April this year, he underwent surgery in Huaxi Hospital to remove local lesions, but the golden treatment period that had been delayed before could never come back.

　　Yang Rong’s attending doctor at West China Hospital said that when Yang Rong was admitted to the hospital last November, his condition was already very critical, with not only cancer in his colon, but also brain metastasis. "Generally, brain metastasis occurs in colon cancer, and the chance of cure is even lower. The patient gave up the treatment opportunity for more than four months, which had a significant adverse effect on his treatment effect. "

　　For Yang Rong, along with the golden treatment period, there are two people who bought health care products for treatment and spent nearly 300,000 yuan after hospitalization.

　　Seabuckthorn tablets, probiotics, peptide algae powder, peptide clear tablets, Cordyceps militaris tablets … … Zhou Fang showed reporters the health care products that cost more than 100,000 yuan. These health care products were distributed by Guangxi Guanghe Santong Company and produced by Wuhan Zheguan Life Science and Technology Co., Ltd. The unit price ranges from 260 yuan to 598 yuan, among which a product named Xuelian Cream costs 598 yuan a box, and a box of 30 packets. "Master asked me to eat six packs a day, and the snow lotus cream alone will cost more than one hundred yuan a day. There is also a box of peptide algae powder that costs 480 yuan. It also takes 6 packs a day and eats a box in 5 days. " Yang Rong said.

　　"This Cordyceps tablet, written in the company’s product catalogue, is a small box of Cordyceps tablets in 380 yuan. Everyone always thought it was a Cordyceps tablet." Zhou Fang said. The reporter saw on the outer packaging of the product that the word pupa was written very small, so if you don’t pay attention, you can’t see it at all.

　　The reporter noticed that the purchase of these products did not get a formal invoice, and the products did not have the "blue hat logo" of national health food. From the ingredients indicated in the products, they were mainly pumpkin powder, corn starch, natto powder and other food ingredients, and the most expensive Saussurea involucrata paste was marked with honey, cassia seed, kudzu root and so on. Professor Che Zhenming, director of the Department of Food Science and Engineering in xihua university, said, "These ingredients are ordinary foods. Eating them is harmless to the human body, but it is useless. It is definitely incurable."

　　Angry:

　　MLM organizations brainwash and cheat people.

　　In the name that products can fight cancer, we advocate that western medicine can’t do it, and we have to rely on Chinese medicine to cure cancer. After tricking people in, we began to brainwash people and pour chicken soup into life, claiming that selling company products can drive luxury cars and live in villas, encouraging more people to come in.

　　As former insiders, Zhou Fang and Wang Cheng told reporters about the operation mode of Zhuowei Santong Company — — Introduce a person to pay 3800 yuan to become a member of the junior class, and the introducer can get a rebate from 900 yuan; An introducer pays 18,800 yuan to become a member of the intermediate class, and the introducer can get a rebate of 4,000 yuan. Introducers become new members’ brothers and sisters, and there are team bosses above them. The team bosses are several big disciples of "Master". "There are about a dozen teams in the company, and there are six or seven hundred people in a team at most." At the same time, if you recharge 50,000 yuan, you will become a B-level shopkeeper, and if you recharge 100,000 yuan, you will become an A-level shopkeeper. After you become a shopkeeper, you will get a certain discount on products from the company.

　　Since December 2018, Taowei Santong Company has launched a "new business", which allows students to pay 8,100 yuan and receive a "doctor’s practice certificate" after four to five days of training in the company, and then they can "hold a certificate" to give themselves and people around them needles to see a doctor.

　　After Yang Rong was critically ill, Zhou Fang, who suddenly woke up, began to collect evidence and hired a lawyer. "Their routine is to advocate that western medicine can’t do it in the name that products can fight cancer. To cure cancer, we have to rely on Chinese medicine. After cheating people in, they began to brainwash and pour chicken soup into life, claiming that selling company products can drive luxury cars and live in villas, encouraging more people to come in." Zhou Fang said that many patients who really want to seek medical advice have gone astray.

　　At the end of April, after learning that Zhang was going to give a big training for intermediate class students in Qinzhou, the reporter suggested that Zhou Fang go to the relevant local departments in Qinzhou to complain.

　　On the afternoon of May 5, the reporter accompanied Zhou Fang to the Qinbei Market Supervision Bureau of Qinzhou City, the Qinbei District Health and Family Planning Supervision Office and other departments to make complaints, and provided clues about the company’s ongoing training, hoping that relevant departments would conduct on-site inspections.

　　The market supervision, public security and health supervision departments of Qinzhou City then organized personnel to come to the company at about 4: 30 pm and block the scene. It was found at the scene that the company was conducting publicity and training for more than 160 people from all over the country, and the students were practicing acupuncture with each other. After preliminary evidence collection and investigation, the law enforcement officers took the 48 identified relevant personnel away from the scene for trial in three areas, detained a batch of articles involved and sealed up the office space of Guanghe Santong Company, and the rest were dismissed on the spot.

　　After an overnight trial, the Qinbei District Market Supervision Bureau initially determined that Guangxi Guanghe Santong Company engaged in pyramid selling business activities in disguised form by paying membership fees under the guise of teaching acupuncture, moxibustion and selling related health care products.

　　On the afternoon of the 5th, the reporter saw that due to studying in a confined space for a long time, several weak students vomited, and the ambulance personnel sent by law enforcement agencies came to the hospital for treatment. However, these students refused to seek medical treatment and bluntly said: "Your hospitals are all deceptive. We will see a doctor ourselves and don’t need you." The students immediately took out the acupuncture bag they carried with them and began to "treat" themselves with needles, and began to eat the company’s products — — Expensive Saussurea involucrata cream.

　　The reporter confirmed from the health supervision department of Qinbei District that Zhang and Huang, who "treated" Yang Rong’s cancer, did not have the doctor qualification certificate and doctor’s practice certificate issued by the health department, and the post competency certificate issued by the "China Health Personnel Training and Guidance Center" after their company charged the students 8100 yuan was not a formal medical certificate.

　　Doctors in the Acupuncture Department of Sichuan Hospital of Integrated Traditional Chinese and Western Medicine told the reporter that if the acupuncture is too deep, it may cause visceral injuries such as pneumothorax, and if the disinfection is not strict, it may lead to infection. The previous teaching mode of the three links was to let students without any medical foundation return to their hometown after a few days of training to give needles to people around them to "treat diseases".

　　Alert:

　　Combating pyramid schemes faces new challenges

　　"I don’t know how long my days will last. If I can choose again, I will definitely not listen to them. I must go to the hospital for regular treatment as soon as possible."

　　Li Xu, president of China Folk Anti-MLM Association, said that the current pyramid selling activities have changed from remote pyramid selling and personal control to network pyramid selling and mental control. "The above case is covered by the company, products and training, which is quite confusing." Li Xu said that the common feature of this kind of cases is that they often provide "three noes" or low-quality and high-priced products, supplemented by some so-called skills training without scientific basis. The essence of this kind of cases is to develop members layer by layer in the form of rebates and brainwash their members into pyramid schemes.

　　The reporter learned that from 2017 to now, Qinzhou City has organized 137 large-scale crackdown on pyramid schemes, seized 2,406 people suspected of engaging in pyramid schemes, and educated 2,297 people to dismiss pyramid schemes.

　　The person in charge of the Communication Office of Qinzhou Municipal Market Supervision Bureau told the reporter that at present, the local crackdown on pyramid schemes is facing new challenges. First, the anti-investigation ability of MLM organizations has been enhanced, especially in terms of capital flow; Second, MLM personnel attack and defend the alliance against interrogation; Third, pyramid schemes are "guerrilla".

　　In addition, law enforcement strikes face legal constraints. First, the prosecution standard of the crime of organizing and leading pyramid schemes determined in the current Criminal Law is too high, which does not match the harm of pyramid schemes, and there is a lack of detailed provisions on the evidence requirements, transfer standards and jurisdiction of the crime, which makes it difficult to arrest and prosecute.

　　Second, there is a gap between the criminal norms and administrative norms to crack down on pyramid schemes. The public security organs lack the legal basis for imposing administrative penalties on senior pyramid schemes who do not constitute crimes. The Regulations on the Prohibition of MLM endows the market supervision department with certain powers, but in reality it is difficult to investigate and collect evidence only by the law enforcement means of the market supervision bureau. Third, the legal norms of civil liability for pyramid schemes are not perfect, and it is difficult for pyramid schemes victims to get the necessary judicial relief.

　　Zhou Fang’s lawyer, Yang Qiao, a lawyer of Sichuan Chuanrong Law Firm, said that it is difficult to investigate the criminal responsibility of the organization leader for Yang Rong’s critical illness caused by misunderstanding of pyramid schemes. At present, Zhou Fang can only sue through civil litigation with false propaganda evidence in order to obtain certain civil compensation.

　　Zheng Lifang, an associate professor at the Law School of Sichuan University, said that the traditional "North School" and "South School" pyramid schemes are now in an obvious trend of integration and upgrading. In addition to the traditional pyramid type, they have also derived a variety of flat organizational structures such as spider web type and multi-point network type, so it is difficult to define the crime of organizing and leading pyramid schemes. It is suggested that the prosecution standards of relevant laws should be refined, at the same time, the supervision of pyramid schemes should be strengthened, and pyramid schemes should be eliminated in the bud as much as possible. The management of rental houses and hotels should also be strengthened, and the neighborhood watch system and community supervision mechanism should be established.

　　Li Xu said that in recent years, pyramid schemes have been changing their waistcoats, but their three characteristics of paying entry fees, developing members at different levels and providing high rebates will not change. When people are engaged in investment activities, they must keep their eyes open and don’t believe that there will be "pies falling" in the sky.

　　At present, the local public security department and procuratorate in Qinzhou have arrested three key personnel of the three links company and launched an online pursuit order against "Master" Zhang. The case is under further investigation and evidence collection.

　　In Chengdu, Yang Rong is still receiving radiotherapy and chemotherapy in the hospital. The very high recurrence rate after advanced cancer surgery makes him not optimistic about the future. "I don’t know how long my life will be. If I can choose again, I will definitely not listen to them. I must go to the hospital for formal treatment as soon as possible."

　　Now, Zhou Fang has to take care of her seriously ill lover while running around for rights protection. In Yang Rong’s hometown, his two children born to his ex-wife are living alone with their elderly grandparents, looking forward to the day when Yang Rong recovers.

　　On January 31st, General Secretary of the Supreme Leader stressed in the second collective study in the Political Bureau of the Communist Party of China (CPC) Central Committee that a long-term mechanism for expanding residents’ consumption should be established and improved, so that residents can spend with stable income, dare to spend without worries, and have a good consumption environment and a strong sense of willingness to spend.

　　The consumer market has achieved a "good start". According to the monitoring of the Ministry of Commerce, the sales of key retail and catering enterprises in China increased by 6.8% compared with last year’s Spring Festival holiday, and the consumption promotion activities were rich and colorful. The sales of new year’s goods and other commodities were strong, the leisure consumption was splendid, and the daily necessities were abundant and stable.

　　At present, all localities and departments take strong measures to enhance consumption capacity, improve consumption conditions, innovate consumption scenarios, and fully stimulate the potential of the consumer market. With multiple benefits, the consumer market is expected to accelerate its recovery and become the main driving force of the economy.

　　Policy strength, enhance consumer willingness

　　To restore and expand consumption, incentive policies play a role. During the Spring Festival holiday, more coupons are issued, which has an obvious pulling effect on catering consumption. According to the data of Meituan, after many cities in Zhejiang, Guangdong and other provinces issued coupons through Meituan, the year-on-year growth rate of food consumption in restaurants during the Spring Festival holiday reached double digits. Taking Hangzhou as an example, during the issuance of coupons for the Spring Festival, the order volume of the city’s dining room increased by 71% year-on-year, and the transaction volume increased by 80% year-on-year.

　　Recently, many provinces have deployed their work in the form of holding meetings or releasing action plans, giving priority to restoring and expanding consumption: on January 29th, Shanghai held a press conference, proposing to restore and boost consumption as one of the key tasks, and launched a number of measures from the aspects of promoting consumption expansion and upgrading, promoting mass consumption such as automobiles and household appliances, fully activating the cultural tourism market, and supporting the recovery and revitalization of the exhibition industry. On January 28th, Guangdong held a high-quality development conference, which revealed that the growth target of total retail sales of social consumer goods in the province this year was set at 6%; On January 27th, Liaoning issued a notice, explicitly promoting the recovery and recovery of consumption, and put forward such measures as diversified provision of consumption subsidies, efforts to create new consumption scenarios, increased support for county-level businesses and key commercial circulation market entities, and encouragement of reasonable housing consumption … …

　　"The focus of policy efforts is to solve some constraints faced by expanding consumption in a targeted manner." Jing Linbo, dean of the China Academy of Social Sciences Evaluation, said: looking at the demand side, in recent years, due to the epidemic, the income growth of ordinary people has slowed down and is expected to decline, and they dare not consume and are inconvenient to consume, and the tendency to save money and avoid risks has increased; Looking at the supply side, the innovation ability of market players can not fully meet the requirements of high-quality development, and there is still a certain gap between effective supply and people’s personalized and diversified consumer demand.

　　"When the pockets are bulging, consumption will be motivated." Chen Lifen, a researcher at the Institute of Market Economy of the State Council Development Research Center, suggested that the income of urban and rural residents should be increased through multiple channels, especially the consumption power of low-and middle-income residents with high propensity to consume but greatly affected by the epidemic. Increase consumer credit appropriately. We will implement the policy of giving priority to employment, support the development of industries and enterprises with strong ability to absorb employment, and timely and effectively alleviate the impact of structural price increases on people in need.

　　Improve facilities and improve consumption conditions

　　"Intelligent services are more popular. Compared with finding a route with a map before, go on road trip is much more convenient." During the Spring Festival holiday, Liu Xin, a resident of Chaoyang District, Beijing, chose to travel by car for the New Year and drove all the way from Beijing to Xi ‘an, Shaanxi. Looking for travel strategies, choosing route navigation, booking tickets for hotels and scenic spots can all be easily done through the mobile APP.

　　As an important part of consumption, the tourism market has obviously warmed up during the Spring Festival holiday, and the consumer demand for mass cultural tourism has been accelerated. According to the data center of the Ministry of Culture and Tourism, there were 308 million domestic tourist trips during the Spring Festival holiday this year, a year-on-year increase of 23.1%, returning to 88.6% in the same period of 2019; The domestic tourism revenue was 375.843 billion yuan, a year-on-year increase of 30%, and it recovered to 73.1% in the same period of 2019.

　　The improvement of consumption conditions further promoted consumption upgrading. The Spring Festival tourism market shows that with the upgrading of tourism consumption, people are more inclined to increase their stay time at their destinations and carry out in-depth tourism. According to the data of where to travel, the number of hotel rooms booked on the platform reached a record high, and the number of rooms booked for more than three days reached a record high. The average length of stay increased by 3.6 hours year-on-year, which was equivalent to one third of tourists choosing to stay one night more than last year, which drove the consumption of catering, transportation and entertainment in the destination city. "The booking situation of this year’s Spring Festival holiday is much better than last year, and the check-in period of guests is 3-mdash; 5 days. " Mr. Cheng, the landlord of Tujia B&B Shanghai Pusu Garden, said.

　　Thanks to the favorable policies to improve the consumption conditions of cultural tourism, long-distance tourism is also recovering obviously. According to data released by a travel platform, the number of domestic long-distance travel orders during the Spring Festival holiday increased by over 500% year-on-year. According to the map data of Gaode, the per capita navigation distance of users’ inter-provincial long-distance go on road trip increased by 17% compared with the same period of last year. Where to travel data shows that the average travel radius of passengers during the Spring Festival holiday has increased by over 50% year-on-year, and the average travel distance of each passenger has increased by 400 kilometers compared with last year.

　　Experts suggest that by increasing the supply of high-quality products and services, the quality level of domestic supply should be continuously improved, and the virtuous circle of supply and demand should be promoted at a higher level, so that the consumption potential can be fully released.

　　Innovate supply and increase consumption scenarios.

　　"For camping enthusiasts, prefabricated dishes are quite convenient." During the Spring Festival holiday, Li Xiao, a college teacher in Shenzhen, Guangdong Province, went camping and bought a lot of prepared dishes in advance. Li Xiao said that as a new product in the catering market, it is more convenient to cook and carry prefabricated dishes, which meets the needs of family dinners and camping picnics. The data shows that during the Spring Festival holiday, prefabricated dishes have become a popular category of food and beverage consumption, and the sales volume has increased significantly year-on-year.

　　At present, China’s residents’ consumption is diversified, multi-level and multi-faceted.

　　The deep integration of cultural tourism and tourism has accelerated the recovery of the market. During this year’s Spring Festival holiday, all localities and departments closely followed the new trend of cultural tourism consumption upgrading, provided new supply of cultural tourism products, and launched more high-quality products and services that meet the tastes of tourists. According to the data released by Meituan, new consumption scenes have accelerated during the Spring Festival holiday, and new games such as lantern night tours, sleigh rides and non-legacy performances are popular. The order volume of catering services related to Meituan’s campsite increased by 272% year-on-year.

　　Online and offline interaction, the popularity of catering has recovered. Whether it is a large catering enterprise, an established hotel, a fashion hotel or a online celebrity restaurant, they all give full play to their respective service advantages and characteristics, and cooperate with group buying websites to carry out activities such as discount promotion, limited time snapping up, and rebate cash.

　　Model products are innovative and stimulate consumption potential. The trend of consumption upgrading in the Spring Festival is obvious, and health and fashion have become more concerned elements for consumers. According to the data of JD.COM, the dishes focusing on the concept of health are selling well.

　　Hong Yong, an associate researcher at the Institute of Electronic Commerce of the Ministry of Commerce, said that consumption conditions should be continuously improved to better support consumption such as housing improvement, new energy vehicles and old-age services. If the city supports rigid and improved housing demand; Continue to implement the policy of exempting vehicle purchase tax and promote the transformation of automobile consumption from purchase management to use management; Promote the coordinated development of old-age care undertakings and old-age care industries, and accelerate the improvement of the old-age care service system that coordinates home community institutions and combines medical care with health care.

　　The Central Economic Work Conference proposed that restoring and expanding consumption should be given priority. The relevant person in charge of the Ministry of Commerce said that it will conscientiously implement the spirit of the Central Economic Work Conference and actively take measures with relevant departments to restore and expand consumption and continuously enhance the basic role of consumption in economic development.