For the same order, the same takeaway platform, the same merchant, the same delivery address, and the same time period, members spend more than non-members. Recently, some netizens have tested several times and found that after registering as a Meituan member Compared with non-members, not only has the takeaway discount offer reduced, but the delivery fee has also increased.
This incident once again aroused strong public opinion on the phenomenon of "killing familiarity" on Internet platforms.
In recent years, from travel platforms, e-commerce platforms, taxi-hailing software to takeaway platforms, many large Internet companies have been exposed to use big data analysis to differentiate prices for different groups and implement "price discrimination".
According to a survey conducted by the Beijing Consumers Association, more than 80% of the respondents believe that the phenomenon of "big data acquaintance" is quite common nowadays, and more than 50% of the respondents said they have been "acquainted with big data".
And the responses of many platforms, including Meituan, are often similar. One is not familiar with big data, and the other is that there are bugs in systems and programs.
It sounds that Internet platforms are very wronged and innocent. The so-called "killing familiarity" seems to be a trivial "unjust case" created by public opinion.
But the public is increasingly unacceptable to such a response.
In other words, even if the system does have BUGs, as a platform with tens of millions or even hundreds of millions of active users and tens of billions or even hundreds of billions of annual transactions, such a system cannot be discovered or solved for a long time. The loopholes indicate that there are huge flaws in management and operation.
In addition, if it is not a system problem, but the platform ignores it or even deliberately does it, it also reflects the relevant companies' disregard of the law, contempt for consumers, and the lack of corporate values and professional ethics.
The media has called names many times, and the people have discussed things. Some Internet giants still go their own way. The phenomenon of big data is still exposed frequently. The reason is the monopoly of related companies.
Because of their huge size, some large Internet companies have a certain degree of dominance over the market. By virtue of their monopoly position, they continue to expand their business scope, obtain massive user data, and use rule-making power, algorithms, and technology to "sharp their swords" on users.
The second is that information asymmetry makes big data difficult to discover, prove, and identify.
Internet giants use big data to profile different user groups and formulate differentiated price strategies, even "thousands of people with many faces" or even "thousands of people with many faces."
Due to the asymmetry of information, under the complicated preferential rules and relatively private payment process, "skilling familiarity" has strong concealment and is not easy to find, and it is more difficult to obtain evidence, which causes regulatory difficulties.
The third is that the platform lacks standards for the free use of user data.
With the rapid development of e-commerce, a large number of users' consumption habits, preferences and other information will inevitably be acquired by the platform.
Due to insufficient protection measures and related regulations, some companies use user data at will for profit.
The platform's use of big data to get acquainted, not only harms the rights of consumers, but also hinders the healthy development of the industry.
Although there are many difficulties, the problems must be solved. In the case of insufficient self-discipline, we can start with anti-monopoly and strong supervision to rectify.
In November, the State Administration for Market Regulation has issued the "Guidelines for Anti-monopoly in the Field of Platform Economy (Draft for Comment)", which intends to define big data as the abuse of market dominance and the implementation of differential treatment.
In the future, it is also possible to formulate more detailed regulations for various industries, increase penalties, increase the cost of violations, and make heavy blows and tactics against those who are “skilled”.
It is also possible to continue to improve and implement the anti-monopoly law, maintain market competition, and eliminate the excessive control of the market by individual companies in certain industries.
To control the phenomenon of big data, it is necessary to improve the relevant regulations on user data protection, and draw a red line for the use of user data and related technology applications.
Regulatory authorities can also incorporate consumer data information into key supervision, upgrade supervision methods, and improve the ability to investigate and deal with illegal use of user data.
In addition, the regulatory authorities also need to vigorously promote the transparency of product and service information, break information asymmetry, give consumers a complete right to know, and ensure that consumer decisions can be made in a transparent manner.
For a long time, Internet giants have relied on data and market monopoly to cast a sickle to cut consumers' "leeks". It should be completely melted!