China News Service, October 15th, on the 15th, the China Consumers Association website published an analysis report on public opinion on consumer rights protection during the "11th" period.
The report shows that from September 30 to October 10, the Internet public opinion monitoring system collected 9,565,046 pieces of information related to “consumption rights protection” related to the Mid-Autumn Festival and National Day, with an average daily information volume of more than 870,000 pieces.
This year's "Mid-Autumn National Day" holiday consumption negative information mainly concentrated in transportation, tourism, entertainment, catering and accommodation.
Data map: Self-driving tourists queuing to board the ship at Haikou New Sea Port.
Photo by Luo Yunfei
According to data from the Ministry of Commerce, from October 1st to 8th, the sales of key retail and catering companies across the country reached approximately 1.6 trillion yuan, and the average daily sales increased by 4.9% compared with last year's "Eleventh" Golden Week.
The data center of the Ministry of Culture and Tourism estimates that the country received 637 million domestic tourists during the long holiday, a recovery of 79.0% year-on-year, and domestic tourism revenue was 466.56 billion yuan, a year-on-year recovery of 69.9%.
However, behind the "hot spots" and "bright spots" of tourism boom, consumption boom and market warmth, the "slots" and "pain points" in some industries have become sub-items of consumers' holiday experience.
In order to further understand the real feedback of consumers during the long holiday under the normalization of epidemic prevention and control, focus on the hot spots of small and long holiday consumption, effectively resolve consumer disputes, and give full play to the role of social supervision, the China Consumers Association used the Internet public opinion monitoring system to report on September 30 —On October 10th, the relevant consumer rights protection situation was analyzed on the Internet big data public opinion.
The basic situation of consumer rights protection public opinion
The report pointed out that during the 11-day monitoring period from September 30 to October 10, the system collected 9,565,046 pieces of information related to “consumption rights protection” related to the Mid-Autumn Festival and National Day, with an average daily information volume of more than 870,000 pieces.
During the monitoring period, the information of “consumption rights protection” was relatively high from the beginning to the end, and low in the middle.
From October 1st, the relevant information fluctuates in a curve, but the number of daily relevant public opinions is generally more balanced.
The most on October 9th was 1116155.
Daily information volume of "consumption rights protection"
In terms of information dissemination channels, during the "Mid-Autumn National Day" period, "consumer rights protection" information dissemination channels mainly include Weibo, client, WeChat, website, forum, news, etc.
Among them, Weibo has the highest amount of information, accounting for 51.82%; followed by the client, accounting for 23.24%; third is WeChat, accounting for 11.62%.
Distribution of Information Volume and Proportion of "Consumption Rights Protection" Channels
Concentrated areas and typical cases of consumer rights complaints
According to the report, during the monitoring period, 1791457 pieces of "Tucao" and "consumption rights protection" information were monitored through the public opinion monitoring system, accounting for 18.73% of the total "consumption rights protection" information.
This type of information reflects consumers' negative comments on the goods and services they receive, and has the "sensitive" attribute that triggers negative public opinion in consumer rights protection. This report summarizes it as "consumption rights protection" negative and sensitive information, and focuses on analysis .
"Tucao" consumer rights protection information accounted for
Monitoring found that this year’s "Mid-Autumn National Day" holiday consumption negative information is mainly concentrated in transportation, tourism, entertainment, catering and accommodation.
(1) Traffic: The slot is not "people follow the crowd", "people are on the embarrassing journey" is the most confusing
During the monitoring period, a total of 416,286 pieces of negative information related to “traffic” were collected. Except for the relatively large amount of negative information on September 30, the daily amount was relatively stable at other times, with an average of 37,844 pieces per day.
Comprehensive data shows that the negative information of "traffic" is mainly manifested in three aspects:
First, the serious high-speed congestion on the holiday departure day caused heated discussions.
From the afternoon of September 30, traffic-related content such as "Didi Beng", "Hangzhou blocked red", "Chengdu started blocked", "High-speed rail delays" and other traffic-related content have become hot topics.
However, despite the fact that it is not easy to travel during the long holiday, public opinion has shown sufficient understanding and tolerance for the various traffic jams after the epidemic. The topics mainly focus on rational thinking about the causes of traffic jams and how to "fancy" passing time after traffic jams. "Strategies" share two aspects.
Second, media reports on various related typical cases such as parking fees in hotspots have triggered onlookers of netizens, which have become public opinion "bursts" in the short term.
For example, netizens captured the driver's occupation of the emergency lane and reported the incident, AutoNavi navigation positioning errors caused congestion in the Qingcheng Mountain Scenic Area, and the Phoenix Ancient City parking overnight 100 yuan starting with more public opinion information, which attracted attention from all walks of life.
The third is that the various "awkward" states and "囧" topics related to traffic jams are relatively hot.
For example, new energy vehicles could not find charging piles on the highway due to stop-and-go traffic jams and consumed empty power. They had no choice but to wait for rescue "amidst the ridicule of fuel car owners"; in many high-speed service areas, women rushed into men’s toilets to grab "Pit" scene and so on.
Daily trend chart of negative traffic information
(2) Tourism: The accident in the scenic spot is too worrying
During the monitoring period, 371,828 pieces of negative information related to “tourism” were collected.
The daily amount of negative information fluctuates, with an average of about 33,802 pieces per day, of which October 6 was relatively high.
Tourism negative information word cloud diagram
Judging from the public opinion feedback of this monitoring, the "slots" in tourism are mainly concentrated in three aspects:
First, the uncivilized phenomenon of some tourists is generally "condemned".
Whether it is the anomie of "freezing themselves" by stepping on the lawn and other groups, or the "scrumptious" behavior of individual tourists such as throwing garbage and spitting at will, they have all been condemned by public opinion.
The second is the low service level and poor attitude of some scenic spots, which reduces the satisfaction of tourists in the experience.
The data shows that consumers' long-repressed travel needs have been greatly released, but the shortcomings of some scenic spots in charging reminders, facility safety, operation management, and service attitudes have caused more on-site disputes and complaints afterwards.
Third, inadequate safety guarantees for individual scenic spots have caused major accidents.
During the holidays, tourists in some scenic spots increased sharply, and the number of "check-in points" was relatively concentrated, and there were many hidden dangers.
At the same time, the lagging management methods of scenic spots, lax safety awareness, and the absence of hidden danger prevention measures have become the "burning points" of emergencies.
(3) Entertainment activities: "Hi" has been repeatedly infringed during the eight-day holiday
During the monitoring period, a total of 289991 pieces of "entertainment" negative information were collected.
The amount of daily public opinion information changes relatively smoothly, and the negative information peaked on October 7.
The negative information of "entertainment activities" is mainly manifested in the following two aspects:
First, due to the epidemic, watching TV shows has become the main leisure way for many consumers to enjoy their holidays. However, the various “discomforts” encountered online and offline have poured cold water on the rising entertainment consumption.
The data shows that the main problems with more concentrated slots are: movie tickets cannot be redeemed offline after purchasing through the ticketing platform, mistakenly purchased tickets and contact customer service to request a refund without results, and the video website automatically renews without prompting before the membership expires. Unclear website membership service rules mislead consumers to recharge, etc.
Second, there are many "itch" points and pain points caused by various emergencies in offline gathering entertainment activities.
The occurrence of the peak is highly correlated with Internet public opinion, such as the temporary cancellation of the Chengdu Firefly Show and Hanfu Show.
Daily trend chart of negative information about entertainment activities
(4) Catering and lodging: price is inflated, playing routines and upgrading quality is the right way
During the monitoring period, a total of 208,928 pieces of “accommodation and dining” negative information were collected.
Public opinion on September 30 was mostly related to warning education.
Negative information began to show a curve upward trend from October 3rd, and there was a phased peak from October 7th to 10th.
As an important node in the tourism industry chain, "catering and accommodation" negative information is mainly manifested in the following two aspects:
First, the incentives for accommodation complaints are mainly concentrated in the two links of reservation and check-in.
The main problems are: the scheduled platform information is not updated in time, the after-sales service cannot keep up, etc.; the health service needs to be improved, and the reception capacity needs to be strengthened; the publicity does not match the actual situation, and the performance of the contract is flawed.
Second, the negative information related to online marketing in the public opinion of catering and accommodation is relatively large and has a high degree of attention.
In addition, public opinion on farmhouse safety accidents once increased in some areas.
Daily trend chart of negative information about accommodation and catering
Five deficiencies in consumer rights protection public opinion during the November holiday
The report pointed out that 18.73% of the negative public opinion accounted for 18.73% of the "extraordinary holidays" in which the Mid-Autumn Festival and the National Day "Happy Reunion" and the big flower basket and the round moon "happy in the same frame". The negative field effect in the field cannot be ignored.
From the comparative analysis of data and cases, it can be found that due to the obvious shortcomings of the relevant subjects in the following five aspects, they "slow half a beat" or even frequently lose points in their holiday interactions with consumers, which in turn triggers public opinion and complaints:
First, some market entities have a serious lack of understanding of the active responsibility and self-positioning of actively participating in the domestic big cycle, and the joint efforts to drive the "main engine" of economic growth and stimulate the market to warm the "source power" are obviously lagging behind.
The specific performance is that the flow accounts are calculated more and the security accounts are calculated less; the income accounts are calculated more and the integrity accounts are calculated less; small units are calculated more gains and losses, and the large environment warm heart accounts are calculated less.
They are keen on marketing to attract crowds, and they neglect to scientifically plan to prevent dysfunctions; to cope with inspections, there is no real effect if internal skills are not practiced.
As a result, public opinion has been onlookers and heated discussions about sudden security accidents and frequent infringement disputes.
Second, some scenic spots and business places have insufficient awareness and actions on the challenges brought by the short-term concentrated release effects of multiple consumption potentials such as Mid-Autumn Festival and National Day.
The specific manifestation is that the hidden dangers of the business premises are left in the blind spot, the finding of the facilities and equipment problems is a fluke, the lack of effort in "specific" measures, and the lack of seriousness in "detailed" measures.
In fact, all kinds of distressing accidents caused by negligence on holidays are not far away, and the lack of understanding of operational risks during the sudden gathering of people is essentially indifferent to consumers' lives, health and property safety.
The third is that some businesses and network operation platforms work together to safeguard consumers' legitimate rights and interests of active cooperation and actively check for omissions and fill vacancies. Measures are obviously insufficient.
The specific manifestation is that it ignores and turns a deaf ear to the congestion and confusion of other subjects such as scenic spots caused by its own negligence; as long as one's own income is not lost, it does not matter whether certain violations closely related to their own business activities are infringing.
It fully exposes the short-sightedness and selfishness of these businesses and platforms in the consumer market ecosystem that lack a sense of sharing and win-win, self-interest and altruism.
Fourth, different entities, especially network operation platforms, have insufficient awareness of the compliance of the use of new technologies, and insufficient awareness of service extensions and responsibilities in the field of online and offline "joints".
For example, the software of waiting for food to rush to the queue disrupts the queuing order, which is obviously unfair, and the offline catering and accommodation false propaganda and reservation platform are at a loss. New technologies and new formats are allowed to participate in the construction of the consumer ecological environment.
Fifth, to deal with the flow of people and traffic peaks during holidays and holidays, various service entities are less scientific, not forward-looking, and inflexible in managing and responding to appeals, leading to constant embarrassment and awkwardness when consumers travel.
Among them are the shortcomings of public service facilities and the lack of "software" in the overall planning and deployment.
Suggestions for response to consumer opinion during the November holiday
The report pointed out that although the public opinion of this ultra-long holiday is gradually declining, timely and effective intervention must be carried out on the specific issues that caused public opinion.
The China Consumers Association recommends that, in response to the above five deficiencies, all relevant entities should "take a step forward" from their ideological understanding and action measures to ensure that they "keep up" in the chorus participating in the domestic cycle:
The first is to strengthen the awareness of the role of “comer of the times”, and take another step forward in terms of participating in the domestic cycle, warming up the market, and strong interaction between economic life and prosperous consumption, so as to achieve three “follow-ups” in the rally to boost consumer confidence. "Can keep up": Keep up with responsibility, keep up with integrity awareness, and keep up with service quality.
It is recommended that relevant responsible entities establish a public opinion account on holidays to clarify the "real account" of public opinion.
Fully explore the fundamental issues behind the release and expression of opinions and emotions in public opinion.
It is necessary to review the past and learn the new and keep the alarm bells ringing, but also to have practical measures and use real energy. Through active pre-intervention and control, proper resolution of complaints during the event, and summary and improvement after the event, the negative emotions of consumers must be relieved.
The second is to strengthen the awareness of the role of "integrity bearer", and take another step forward in terms of service humanization and refinement, and engaging in holiday marketing and promotion activities based on the concept of sustainable development, so as to achieve three goals in the "step by step" that stimulates consumption vitality "Keep up": The rule consciousness can keep up, the heart-warming action can keep up, and the human method can keep up.
It is recommended that relevant responsible entities take full account of the characteristics of peak holiday consumption, actively and meticulously prepare plans, improve technical guarantees and mechanism guarantees for operational services, and engage in holiday marketing and promotion with the spirit of being responsible to brands and consumers and the concept of sustainable development activity.
The third is to strengthen the mission awareness of the “person in charge of safety”, and take another step forward in fulfilling the requirements of putting people’s life safety first and implementing it, and will increase key time nodes, locations, and facility safety inspections. , So as to improve the consumer experience in the "big action" three "catch up": to keep up with the investigation of hidden dangers, to keep up with the handling measures, and to keep up with the emergency plan.
It is recommended that relevant departments should strengthen inspections and management of key time nodes before holidays and other key time points, look down, sink body, and fully cover, screen, and resolutely not leave dead ends in cultural and tourism business sites, facilities and equipment. Check physical examination to overcome paralysis, relaxation, and fluke.
The fourth is to strengthen the self-positioning awareness of the “guardian of the consumer ecology”, and take another step forward in enhancing the initiative and consciousness of protecting the legitimate rights and good perception of consumers, so as to achieve the three “keeping up with” in terms of warm consumer perception ": The means of checking and filling vacancies can keep up, the awareness of compliance management can keep up, and the self-interested behavior can keep up.
It is recommended to start with the perfect system design and encourage relevant responsible entities to take the initiative and take the initiative in purifying the consumption ecological environment. They are both willing to "be good alone" and dare to "justify"; they must have marketing methods that enhance customer stickiness and have Good deeds of warm consumption.
The fifth is to strengthen the awareness of "improving quality and effectiveness to scientific management", and take another step forward in the popularization and promotion of scheduled trips and scientific overall coordination, so as to achieve three "follow-ups" in improving the quality of public services "Up": The methods and means that facilitate the masses can keep up, the data support of scientific research and judgment can keep up, and the construction and management of inclusive public facilities can keep up.
It is recommended to upgrade the local control measures such as reservation tour of some scenic spots and cross-peak travel in some areas to a regional high-level coordination and coordination mechanism, and implement peak management models such as the “tidal public toilets” launched in some service areas of Guangdong Expressway and be flexible The response mechanism is popularized and promoted. At the same time, we continue to advocate and promote the combination of the design of abnormal emergency plans for scenic spots and transportation and the continuous innovation of data mining and application scientific research results, and improve public affairs through more "a game of chess" full of scientific and technological and humanistic care Management level and efficiency.