学历“注水”、研发“空谈”？电商品牌“专家人设”造假全路径分解

Core Insights - The health industry is experiencing rapid growth, with "professionalism" becoming a key term, but this has led to the emergence of negative phenomena, including false advertising and misleading claims by some practitioners and companies [2][3] - E-commerce nutrition brands like "Shanliduo" and "Yangnengjian" have gained attention in the height management market, leveraging professional endorsements to build consumer trust, despite concerns about the authenticity of these endorsements [3][7] Group 1: Brand Development and Marketing Strategies - The rise of "Shanliduo" and "Yangnengjian" is attributed to their strategic positioning in the height management sector, which is a core concern for young parenting families [3][7] - Both brands have low consumer recognition, indicating a lack of traditional brand-building efforts, yet they have successfully utilized professional endorsements to drive sales [3][7] - Consumer purchasing decisions are heavily influenced by endorsements from perceived experts, rather than trust in the brands themselves [3][7][22] Group 2: Professional Endorsements and Authenticity Issues - The brands claim to have developed products in collaboration with qualified professionals, but there are allegations of misleading qualifications and false advertising [8][12][14] - The founder of "Shanliduo," Yao Xizheng, is reported to have exaggerated his educational background, having attended an online program rather than a traditional medical school [12][14] - "Yangnengjian" also faces scrutiny regarding the credentials of its endorsers, with claims that their professional backgrounds do not align with the products they promote [21][22] Group 3: Consumer Trust and Market Implications - The reliance on professional personas for marketing has created a situation where consumers may be misled about the efficacy and safety of the products [8][22] - The health industry is at risk of losing consumer trust due to the prevalence of misleading marketing practices, which could have long-term implications for brand credibility and consumer loyalty [22][23] - The article highlights a broader trend in the health industry where the focus on creating professional images overshadows genuine product development and scientific validation [22][25]