Original title: Media: metaverse marketing is too advanced, and enterprises are busy “cutting leeks” to expose “flickering eating”
Metaverse concept continues to be popular! When you were still ignorant of metaverse, someone had dug the first pot of gold by selling metaverse courses and books. Posts selling metaverse courses are everywhere on the Internet, and metaverse books emerge one after another. On the e-commerce platform, there are also popular products such as metaverse accessories and metaverse blind boxes. It can be said that “everything can be metaverse”.
In recent years, high-tech “concept marketing” has become a fashion. Almost every hot and avant-garde scientific and technological concept follows a wave of hot marketing, which leads to the operation of “cutting leeks”.
Previously, high-tech concepts such as “nano”, “small molecule” and “quantum” were “I’ll come on stage after you sing”, and even “I’ll come on stage before you sing”. These concepts have been hyped for many times, setting off a climax of science and technology concept marketing or pseudo science and technology concept marketing for many times.
Now, the concept of metaverse has just been popular for a few days, and even people have not formed a unified and clear consensus on metaverse. Metaverse marketing has rushed into the market, cut up leeks, and exposed an obvious “flickering eating appearance”.
In fact, metaverse is a new concept and new thing. We are in the initial stage of metaverse. At present, the society has only a vague and general understanding of metaverse – virtual reality application scenarios that can be connected in scale. The authoritative definition of metaverse has not been given, and the connotation and extension of the concept of metaverse have not been clearly defined.
When all parties analyze metaverse from different perspectives such as technology, perception, economy and industry, they will give different answers and standards. At this stage, metaverse is only conceptual and abstract, and there is still a long way to go from industrialization and practical application.
Zuo Pengfei, Secretary General of the information technology research center of the Chinese Academy of Social Sciences, said that from the current computing conditions and the development status of network technology and virtual reality technology, it will take about 10-20 years to realize the basic scene of metaverse.
Compared with the research status of metaverse, it is obvious that the metaverse marketing of many businesses or gold diggers is too advanced. They all belong to the concept of rubbing hot spots and speculation, and they all belong to flying through the air. They have been divorced from the facts, showing all kinds of chaos, and are also suspected of false exaggerated publicity, cheating and misleading consumers.
Authenticity and accuracy are the bottom line of integrity and law of commercial marketing. Article 20 of the law of the people’s Republic of China on the protection of consumers’ rights and interests stipulates that business operators shall provide consumers with true and comprehensive information about the quality, performance, purpose and validity period of goods or services, and shall not make false or misleading publicity. Articles 3 and 4 of the advertising law of the people’s Republic of China stipulate that advertising should be true and legal; Advertisements shall not contain false or misleading contents, and shall not deceive or mislead consumers.
Before people understand what metaverse is, many businesses or gold diggers play the marketing routine of “everything can be metaverse”, and launch a series of metaverse goods or services in a serious manner. It is too false, too fake, and there are too many elements to deceive, which violates the law of scientific and Technological Development and the legal marketing rules.
The universe is also called “Taixu”, and the concept of metaverse can not become a gimmick of “Taixu marketing” and fall into the illusion of “Taixu marketing”.
On the one hand, we should strengthen the popular science publicity of metaverse, release the research status and forward-looking information of metaverse, point out the flickering points and infringement risk points of metaverse marketing, issue double warnings to merchants and consumers, guide merchants to standardize marketing behavior, and guide consumers to polish their eyes and consume rationally.
On the other hand, we should strengthen the attention and supervision of metaverse marketing, draw a clear marketing bottom line, and take measures such as investigating and punishing those who touch the line, ordering them off the shelf, banning and exposing them according to law, so as to create a clean, clear and honest market environment for consumers.
Exploring metaverse is a good thing, and scientific and technological innovation and market innovation are also worth encouraging. However, we do not accept far fetched and illusory deception and cutting leeks. The bottom line can not be broken in which “universe”.