What is a low-quality e-commerce?

Hype acting?

PK sells low-quality goods?

private trade?

Exaggeration?

……In the definition of Kuaishou e-commerce, all the above-mentioned bad behaviors can be defined as low-quality e-commerce.

　　The official account of Kuaishou e-commerce site "Kaishou Selling Assistant" recently released the 11th issue of "self-selling or PK selling of inferior goods" violating user punishment announcement, fined dozens of anchors, including well-known anchors, for their illegal sales behavior Penalties of varying degrees such as the ban on live broadcast permissions and the permanent ban on small yellow cars.

　　The Kuaishou e-commerce management team found through user research that user satisfaction in the platform PK scenario is low, and consumers report that there is a lot of speculation and sales.

In order to reduce the phenomenon of selling inferior goods on the platform and improve user satisfaction, the platform continuously updates the crackdown strategy against inferior e-commerce groups, updates the "hype and sells goods" capture strategy, and establishes a facial database of inferior e-commerce anchors.

Since July 10, 2020, there have been 11 issues of PK low-quality e-commerce group crackdown announcements, banning more than 700 low-quality e-commerce group accounts and banning more than 300 education traffic anchors.

In the PK scenario, DSR (Order Satisfaction) has reached the average level of the platform.

　　The Kuaishou e-commerce management team stated that Kuaishou will continue to crack down on inferior e-commerce companies and remind users to pay attention to the screening. E-commerce companies with the following characteristics should be reported in time to jointly create a good shopping environment.

1. "Counterfeit and inferior" prefer to evade supervision of private transactions

　　"Adidas" sneakers 49 free shipping, "Gucci", "Bvlgari" and "Louis Vuitton" handbags will be sold for a limited time starting from 19.9. If you want, please contact me as soon as possible...

　　In order to avoid platform supervision and supervision, inferior merchants often guide users to third-party platforms for private transactions, so that Kuaishou cannot monitor the qualifications or quality of the merchants’ merchandise, nor can it provide buyers and sellers with financial protection, after-sales coordination, dispute resolution and other guarantee services .

　　In order to prevent inferior merchants peddling fake brand names and their proliferation of fake and inferior products, Kuaishou quickly banned private transactions through manual live broadcast review and back-check, and established a risk control strategy system to capture and push for review.

At present, it has covered multiple channels such as live broadcast, comment area, main station private message, and small shop customer service.

Since 2020, a total of 25w+ live broadcasts of private singles have been cracked down, involving 10w+ anchors, and thousands of private singles violated every day.

By cracking down on private transactions, a large number of private transactions of commodities that do not meet the requirements of the platform have been reduced, and the situation of users' property being empty has also been avoided, and finally a situation where merchants will compete on the platform through price and quality.

2. Fake sales ratings and comments to mislead consumers

　　Xiao En Xiaohui, inducing fans to brush the list to give praise.

False product sales, product reviews and store ratings can mislead consumers and may infringe on consumers' legitimate rights and interests.

Kuaishou strengthened its ability to capture risk control, promoted accurate system identification, and strengthened its control over false transactions.

Based on big data technology, Kuaishou Xiaodian investigates abnormal transaction data from multiple dimensions such as transaction account number, commodity price, transaction behavior, transaction funds, and shipping logistics to determine whether it is a false transaction.

Since 2020, more than 2500 fraud transactions have been handled.

　　As a third-party platform, Kuaishou has been fulfilling its regulatory responsibilities, and has strictly investigated and dealt with suspected violations of the Advertising Law, Anti-Unfair Competition Law, and Consumer Protection Law such as “swiping orders” and “fake comments”.

Kuaishou strictly prohibits merchants from using false transactions to increase product sales, store ratings, product reviews, or transaction amounts, and has a professional anti-cheating team to crack down on unfair competition.

Suspicious orders are monitored through AI recognition technology, and merchants involved in false transactions are punished in a timely manner. At the same time, related products are removed from the shelves and the data generated by false transactions are removed, so as to maintain a healthy competitive environment for platform merchants.

3. False publicity and exaggeration harm user experience

　　The promotion of ordinary cosmetics has special effects such as freckle removal and sun protection, and absolute exaggerated terms such as "the lowest in the whole network", "top", etc. are used...

　　The proliferation of similar false propaganda will cause malicious competition among businesses and ultimately harm consumers.

In response to the pain points of false propaganda, Kuaishou e-commerce has strengthened management and control in terms of perfecting rules, governance of violations, and business education, standardizing the order of transactions with live broadcasts, and protecting the legitimate rights and interests of consumers.

　　Kuaishou strengthened its ability to identify and capture risk control, and set up a false propaganda reminder function in the live broadcast room to facilitate consumers to report false propaganda and other violations in real-time live broadcasts.

Since January 2020, the platform has concentrated on processing false publicity information posted on the site, and conducted live broadcast back-checks for violations such as exaggerated publicity, release of absolute terms, fictitious original prices, and release of information that is not related to the actual content.

For violating users, including but not limited to warnings, restriction of e-commerce functions, deduction of liquidated damages, banning of live broadcast permissions, severe cases, and permanent closure of Kuaishou store functions and permanent banning of Kuaishou accounts, and centralized processing of more than 8,000 violating users.