Closing formula

The fallen "God of War"

The fight between the two accounts VTNN (2.2 million followers on Facebook) and TTBN (more than 806,000 followers on Facebook) attracted the attention of many people, because both sides sell products directly related to health such as: weight loss pills, skin creams, collagen supplements... Each side provided evidence that the other side's products were of poor quality, even containing banned substances. This caused users to "have a heart attack" when following the incident, because many people bought and used products from both with the belief that "people with many followers are reputable".

Although the media has continuously warned users when choosing to buy products through livestream sessions of "war gods" (referring to famous people on the internet who specialize in livestreaming to sell products or directly do business - PV), in reality, the "closing of deals" worth billions of dong has not cooled down.

To boost sales, businesses launch exclusive discount codes during the live sessions of the rising “war god”, which benefits businesses in several ways: sales for businesses, commissions for the “war god” and users buying cheap products. However, product quality is not paid attention to, especially products that have a direct impact on health such as functional foods, cosmetics, etc.

The story of Miss Nguyen Thuc Thuy Tien and Quang Linh Vlogs can be considered typical. Before the person involved paid the price for violating the law, there were more than 135,000 boxes of vegetable candy that did not meet quality standards sold on the market (earning 18 billion VND), and among them, many people chose to buy the product just because they trusted the celebrity.

Direct shopping provides a more accurate experience, tailored to each person and their needs than closing a deal with a "god of war". Photo: HOANG HUNG

The formula for building trust for users is that whoever has more likes and followers wins. And each “war god” has a different way to attract viewers. VTNN account attracts by showing off body curves in music sessions (DJ); TTBN shows off the luxury of a rich woman with a thousand billion villa, super car...

Or most recently, the authorities requested the recall of low-quality sunscreen and shampoo products sold by the account Đ.DB. Previously, Đ.DB was famous for videos of supercars, presidential suites, villas... attracting more than 1.9 million followers on the Facebook platform.

Dr. Tran Nguyen Anh Tu - Head of Dermatology Department, Ho Chi Minh City Dermatology Hospital:

Be careful with functional foods of unknown origin

As we age, due to the aging process, our skin becomes flabby and wrinkles appear due to the loss of connective tissue, elastic fibers and collagen. Therefore, many people drink collagen with the desire to supplement the loss. For convenience, scientists have researched the production of collagen from meat and seafood into oral preparations, in the form of pills or powder dissolved in water.

However, for people with a good and reasonable diet, there is currently not enough scientific data to prove the skin beautifying role of oral collagen. The use of oral collagen requires consultation with dermatologists or nutritionists. When using, caution must be exercised in people with sensitive skin, because oral collagen can cause allergies.

At the same time, users need to pay attention to the quality and origin of the product, check the legality as well as the standards of the manufacturer, choose products that have been researched and announced for effectiveness and safety. Do not use products that have not been verified for quality by the authorities or have unknown origin.

Avoidance trick

To protect users, social media platforms also set community standards for business and livestream sales. Recently, TikTok has introduced a policy on advertising products and services related to weight gain and loss that must prioritize responsible statements, only for people over 18 years old, have information encouraging a healthy lifestyle, and most importantly, must not promote the product as the only solution for losing or gaining weight.

In addition, this platform also prohibits advertising content such as: weight loss surgery, weight loss injection services, fat-burning pills, fat-dissolving creams...

In order to circumvent the above regulations, many accounts use alternative words and phrases to advertise such as: losing weight becomes "losing ki", "blowing away a few ki", "smoothly",... And when the platform uses algorithms and AI technology to scan and check the posted content, the "war gods" still close orders regularly and successfully.

Mr. Duy Manh (CEO of Alpha X Media Technology Joint Stock Company) shared: “Currently, to post sales videos related to weight gain and loss, many TikTokers have changed the way they use words to introduce, leave phone numbers under the post for customers to contact and close orders through other channels…”.

In order to enhance user protection, many social media platforms have simultaneously reduced interactions (reduced the number of people accessing content) with posts that sell any product or service. This contributes to promoting users to choose to shop online at reputable e-commerce platforms with clear business units, instead of "war gods" floating around the internet...

But the "warriors" who close deals still have enough tricks to dominate. Instead of leaving the price in VND, they convert it to coins. Writing a series of phone numbers for customers to contact via Zalo will be blocked by the platform because it violates community standards, so the "warriors" clearly write each word, so interested customers will know how to contact them privately.

Buying goods because of "idols", who is at a disadvantage?

No one knows since when, KOLs (influencers) have become reputable health experts trusted by many consumers more than regular doctors. Through a livestream sales session of a celebrity, products such as functional foods, joint pain relief milk, colostrum, weight loss pills, collagen, vegetable candy... are easily sold in huge quantities.

However, many people are willing to buy products just because they love their idols, not because of the quality of the products. This fact was confirmed by Nguyen Thuc Thuy Tien, who was recently prosecuted in connection with the Kera candy product, at the investigation agency.

It is easy to see consumer confusion on social networks, as in the recent online controversy over weight loss products, many consumers mistakenly thought that the products sold by the "war gods" were drugs, while in fact they were just functional foods.

Currently in Vietnam, there are only two weight loss drugs, Orlistat and Saxenda, licensed by the Ministry of Health . These two drugs are used in obesity treatment regimens and require a doctor's prescription, not a "prescription" from the seller.

The scientific principle of weight loss is to combine exercise and appropriate nutritional adjustment, requiring a process and perseverance. Targeting the psychology of many people who want "quick" and are lazy to exercise, weight loss products are everywhere on the market, from pills to tea bags, with all kinds of ingredients.

Authorities have discovered many products mixed with banned substances that cause the body to excrete more, creating a feeling of loss of appetite, dehydration, and ultimately weight loss accompanied by exhaustion. In fact, many healthy patients have fallen into kidney failure and had to undergo dialysis for life because of using illegal weight loss products.

Although many doctors persistently advise extreme caution when using all types of drugs and functional foods, professional opinions easily fail after each KOL's livestream sales session. And the risk of health instability is completely pushed to the buyer.

As a bridge between brands and customers, celebrities have a legitimate right to make money from their influence. But that must come with responsibilities: responsibility to consumers and responsibility to their own honor.

Especially with products in the health care field, celebrities are required to always put their heart before choosing money. Because once it affects people's health and lives, no amount of money can be exchanged.

The story of the Kera candy incident of Quang Linh Vlogs, Hang Du Muc, Nguyen Thuc Thuy Tien is a necessary warning to consumers, please cherish your health.

HONG DUONG - GIAO LINH

Source: https://www.sggp.org.vn/cong-thuc-chot-don-post796132.html