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in recent years, the development of the internet and short video platforms has led to the rapid rise of online celebrity store visits, which have become an important means for businesses to promote and attract traffic. however, with the wild growth of online celebrity store visits, the "authenticity" of store visits has been greatly discounted, and even reduced to "false endorsements" for profit, traffic attraction, and cheating consumers. this requires scientific legislation, strict law enforcement, and businesses abiding by the law to answer consumers' questions, correct deviations, and protect their rights. the national law has clearly defined the boundary between experience sharing and commercial advertising in video playback. article 9 of the "internet advertising management measures" implemented on may 1 last year clearly stipulates: "internet advertisements should be identifiable and enable consumers to identify them as advertisements. for goods or services with competitive rankings, advertisers should clearly mark "advertisements" to clearly distinguish them from natural search results. except for situations where laws and administrative regulations prohibit the publication or disguised publication of advertisements, advertisers should clearly mark "advertisements" when promoting goods or services through knowledge introduction, experience sharing, consumer evaluation, etc., and attaching purchase methods such as shopping links."

definition and practice of store exploration boundaries

this requires businesses and internet celebrities to clearly define boundaries during the creative process to avoid over-promotion or concealing authenticity.

exploring authenticity: how to distinguish experience sharing from commercial advertising?

• experience sharing: sincerely share your true feelings and express your real experience with the product or service.

  • for example: zhang yusheng: "my dears, you must come to this restaurant to check in. it will definitely make you dizzy. moreover, they have launched a group purchase package now, which is perfect..." "here, a full table only costs 98 yuan, and we can eat meat freely. aren't you tempted?"...

• commercials: highlight the features and functions of products or services, and make it clear to consumers that the content is marketing or promotion by marking it as "advertisement".

  • for example: "whether online celebrity store visits can flourish as an emerging industry depends on whether the content of the filming is authentic and trustworthy. as one expert said, "authenticity is the soul of store visits."

challenges and opportunities: how to balance business and sincerity?

• challenge:

  • the complexity of cyberspace: the dissemination paths and regulatory difficulties of advertising content are constantly changing.
  • changes in consumer behavior: consumers are increasingly demanding authenticity and are increasingly resistant to false content.
  • changes in merchant behavior: merchants need to remain sincere in market competition and attract consumers through high-quality content.

• opportunity:

  • huge development potential: with the popularization of the internet and mobile devices, the market size of internet celebrity store visits will continue to expand.
  • improving content quality: the increase in requirements for content authenticity and the improvement in the quality of content creation will promote the development of online celebrity store visits.
  • sincere business model: through sincere experience sharing and high-quality goods and services, merchants can gain the trust and support of consumers.

conclusion

while promoting consumption upgrades, online celebrity store visits also bring new challenges and opportunities. in order to ensure its long-term development, merchants and online celebrities need to clearly define boundaries in the creative process and remain sincere, with real and credible content as the core, in order to win the trust and support of consumers and promote the healthy development of the industry.