The Downfall of a 'KOL-Endorsed' Health Product in China

The Chinese health product 'YouSiYi', promoted as an Australian import by various celebrities and influencers, has come under scrutiny after it was discovered that the product is actually produced domestically. The Australian address listed on the product was found to be a car repair shop in Melbourne, and the claim of 'Australian origin' was deemed false advertising.

This incident highlights the typical tactics used in internet marketing today. 'YouSiYi' was promoted through three stages: 'endorsement,' 'seed planting,' and 'investment in traffic.' While 'endorsement' and 'investment in traffic' are similar to traditional advertising methods, 'seed planting' has evolved in several ways. It has become more prevalent in online life, its content more subtle, and it has likely increased public trust in this form of promotion. Unlike traditional celebrity endorsements, which often have a significant psychological distance from the average consumer, influencers have a more relatable persona, which can sometimes lead to a reduced level of caution among followers.

Ironically, despite the high returns and the trust of their followers, many of the influencers who recommended 'YouSiYi' did not live up to their reputation. The individuals involved included bloggers, beauty influencers, and more, raising questions about their ability to correctly judge the composition, principles, and efficacy of health products. While 'seed planting' logic does not require the 'endorsers' to be a perfect match for the product, in this case, both influencers and the selection teams of celebrities failed, revealing significant shortcomings in product review capabilities and attitudes.

This incident also exposed a core issue in the 'seed planting' industry: due to the low entry threshold, many practitioners ignore the influence of their 'seed planting' activities and show a lack of professional responsibility. After the 'YouSiYi' incident, the compensation standards for celebrities and influencers varied greatly, with some offering full refunds or even triple compensation, while others provided only 15% due to financial constraints. Some influencers even defended themselves, arguing that as 'ordinary people with a bit of influence,' they should not be held to such high standards. This illustrates that many influencers have not yet realized their position and responsibilities: product recommendations have become a mature business, and those who accept advertisements are a profession. There is no room for sentimentality in the face of the law.

In Western culture, a 'KOL' or Key Opinion Leader is akin to a celebrity or influencer who has a significant following and can sway public opinion. They are often seen as trendsetters and authorities in their respective fields. In China, 'YouSiYi' was promoted in a similar manner, with celebrities and influencers using their platforms to endorse the product. The revelation that the product was not what it was advertised to be has sparked a broader discussion about the authenticity and ethics of 'KOL-endorsed' products in China.