格隆汇1月3日｜近期，许多社交平台涌现出不少模板化的"装修帖"，其封面图和文案内容高度相似，营 造"装修水深"的焦虑，评论区的积极互动也让人容易认为这些帖子是"装修经验分享"，而实际上是商家 用技术工具和算法规则编织的营销套路。年轻人消费时习惯在社交媒体看分享、找攻略，希望通过真实 案例降低决策风险，这是技术便利带来的进步。但商家不能把技术便利用于违规营销，而应用扎实的施 工质量、透明的报价体系、完善的售后服务赢得口碑。 ...

装修是重决策、高成本的消费行为。短期看，这些批量生产的"虚拟业主"精准戳中装修人群的焦虑点， 能迅速为商家带来流量，但存在侵犯肖像权、违背广告法的风险。长期看，AI生成的"虚拟好评"会影响 商家口碑，挤压真实业主的发声空间。 年轻人消费时习惯在社交媒体看分享、找攻略，希望通过真实案例降低决策风险，这是技术便利带来的 进步。但商家不能把技术便利用于违规营销，而应用扎实的施工质量、透明的报价体系、完善的售后服 务赢得口碑。 近期，许多社交平台涌现出不少模板化的"装修帖"，其封面图和文案内容高度相似，营造"装修水深"的 焦虑，评论区的积极互动也让人容易认为这些帖子是"装修经验分享"，而实际上是商家用技术工具和算 法规则编织的营销套路。 不同于传统装修营销，商家借助第三方工具一键生成帖子，不仅成本低，有些经过精心设计的虚假帖子 还容易逃过AI检测，加之"水军"评论和转发点赞等数据，极易获得平台推荐。另外，帖子文案并不直接 提及公司名称，而是诱导用户私信详聊，降低被审风险。一旦违规，商家可随时另开新号，加大了监管 难度。 平台应担负好主体责任，继续完善AI内容标识机制，严格要求商家对合成图像进行标注，帮助用户判 断。通 ...

Core Insights - The controversy surrounding Mengniu's "Yimi 88" children's milk powder highlights the company's struggle amidst multiple challenges, including allegations of data manipulation in marketing claims [1][2][4] - The marketing claims suggesting significant height increases for children have been discredited by the collaborating research institution, raising questions about the scientific basis of the advertisements [1][4] - The incident reflects broader issues in the industry, where several companies utilize similar misleading marketing tactics to promote children's milk products [5][6][8] Company Performance - Mengniu's market position is deteriorating, with its market capitalization at approximately 58 billion yuan, significantly lower than its main competitor, Yili, which stands at around 179.3 billion yuan [9][11] - Financial performance shows a stark contrast, with Mengniu's revenue for 2024 at 88.675 billion yuan, compared to Yili's 115.78 billion yuan, indicating a revenue gap of about 27 billion yuan [11] - Mengniu has experienced consecutive revenue declines, with a 10.09% drop in 2024 and a 6.95% decline in the first half of 2025 [11][12] Strategic Missteps - A strategic decision in 2019 to sell its stake in Junlebao for over 4 billion yuan and focus on overseas acquisitions has backfired, leading to significant impairments related to the acquisition of the Australian brand Bellamy's [11][12] - The company's reliance on liquid milk products, which accounted for 77.4% of revenue in the first half of 2025, has not been sufficient to offset losses in other segments [12][13] - The children's milk powder segment remains a weak point for Mengniu, with revenues of only 1.68 billion yuan compared to Yili's 16.58 billion yuan, highlighting a tenfold disparity [13] Industry Trends - The marketing of children's milk powder with height enhancement claims is prevalent, with various brands employing similar tactics to attract consumers [6][8] - The pricing strategy for these products is notably high, with some selling for 300-400 yuan per can, and profit margins exceeding 60% [8] - The industry faces regulatory scrutiny, as claims of height enhancement have not been approved by authorities, leading to potential legal and reputational risks for companies involved [8][9] Future Outlook - Mengniu is seeking new growth avenues, with emerging segments like ice cream and cheese showing promising growth rates, although they still represent a small portion of overall revenue [12][13] - The company must rebuild consumer trust and focus on quality and integrity to regain market position, especially in the children's milk powder sector [15]