This article comes from micro-channel public number burning Finance (ID: rancaijing), Author: Zhou Jingjing Kong Mingming Wei Jia dawn Yan Li Jiao Su Qi Zhao Lei Chen Shilei, Editor: Wei Good, head map source: Oriental IC.

This week, an article entitled “A Zombie Stage Play” directed by a new media giant, the real restore of the scene, the fuse: a video that bursts red all night, our traffic is 0″ article screen network, telling After a Shenzhen startup company promoted products and spent 1 million for more than 3.5 million traffic, the final conversion rate was 0. However, the parties later denied a huge promotion fee of 1 million.

Although this farce has gradually evolved into a real and indistinguishable Rashomon, it has once again torn the gray industrial chain behind the Internet platform traffic carnival.

Behind the false prosperity is the contradiction between the increasingly fierce competition between platforms and the limited attention of users. In addition to the Weibo, the vibrato, Douban, and Xiaohongshu have also seen data fraud.

Why is the data on the Internet platform repeatedly banned, and the ecological environment is constantly changing?

This tavern, Burning Finance interviewed the practitioners in the 8-band brush industry chain. Among them, there is an e-cigarette entrepreneur with a real order and 2 fake orders. There is a person in charge of Taobao shop operation who has to make a single order in order to complete the sales. I have to brush my comments and praise the Weibo V. He holds 150 numbers of fans who only call for idols.

The business of brushing this volume has formed a complete industrial chain. Advertising industry practitioners say that if you do not brush resources, you are not well mixed in this industry. There are also people in the marketing industry who believe that some advertisers only have a budget of 10,000 but require one million effects, which can only force agents to falsify.

From different perspectives, help us get closer to a more realistic brush.

The amount of brushing is the same as writing a copy.

Zhou Nuo | Advertiser

I started to get into the advertising line in 2014 and started to get touched. The amount of brushing is daily in the advertising industry. For advertising companies, the content will be distributed to many channels, and the channel will brush up. MCN will also arrange the amount of brushing. If we feel that the amount of spontaneity is not enough, we will find the supplier ourselves. This is an open rule of the industry. Everyone is like thisFor play.

Not only is the promotion on Weibo, but as long as it involves the distribution channel, there will be quantitative things to determine your work effect and KPI. In order to complete the data standard, there will be different brushing behavior. As an advertiser, if you don’t have the resources, it means that you are not mixed enough in this industry, and it is not professional enough. Brushing is like writing a copy of a copy. It is a companion service. The things that follow the whole strategy of communication are not something that can be worthy of being out alone, because the brush has reached a consensus and unspoken rules in the advertising circle.

The reason why the amount of brushing is becoming more and more important is that the role of KOL is becoming less and less obvious. The former KOL used to endorse the brand with its own temperament, brand, popularity and reputation, but now many KOLs have lost their credibility, and the trust value of them has plummeted. In this incident, I suspect that this entrepreneur may be more amateur, which is equivalent to knowing that this piece is a nude swimmer. You don’t jump out and say that this person is not wearing clothes.

The amount of brushing is made by human nature, and no one can face up to the fact that they score lower. This kind of behavior is actually there in everyone’s life, such as personal resumes, company introductions, etc., which are all brushing, not just business behavior. Too big to say, the company is for its own brand image and KPI, said that the average person is for his own face. As long as there are numbers, as long as they need to be quantified, there will naturally be cheating, and the amount of brushing will not exist one day in the future.

All the data you can think of, all can be brushed

Pangolin | Taobao a store operation manager

The word “swipe” is no stranger to my Taobao store operation in 2016. I was a little nervous when I first brushed the list, but fortunately my leader is very experienced in this area.

The “high-end version” of the brush list needs to completely mimic the consumer’s purchase path. The orderer must first search for keywords on Taobao. When you see the A item to be brushed, you can’t directly click on the purchase. Instead, you must first look at the B item and the C item, and stay for more than 1 minute respectively, resulting in the goods ratio. The illusion of three families. The second step is to return to the A item, how long the main picture stays, how long the details page stays, how long the evaluation area stays, and the exact time requirements. The entire process is completed before the product can be taken.

Next, the merchant will ship the goods as usual. Usually, some cloth or paper is placed in the package. After the person who receives the order is received, the system confirms the receipt and writes the evaluation. Finally, the merchants then call the money through other channels.