The Secretary-General of the China Consumers Association interpreted the "618" consumer rights protection public opinion analysis report


　　To rectify the proliferation of marketing text messages requires strong supervision and establishment of rules

　　□ Our reporter Hou Jianbin

　　In the first 10 minutes of "618", the number of JD payment transactions increased by more than 100% year-on-year; Tmall’s first hour turnover increased by 100% year-on-year; Lenovo's entire network sales exceeded 100 million yuan in two minutes; Midea Group's total network sales in 32 minutes Breaking through 1 billion yuan... This year, "618" once again confirmed the good momentum of the domestic market with great potential, strong resilience and sufficient stamina with bright data.

　　Monitoring data from the State Post Bureau shows that during this year's "618" campaign period (June 1 to June 20), the industry received more than 6.59 billion express mails, an increase of 84.16% compared with the same period in 2019.

　　Recently, the China Consumers Association released the "2021 "618" Consumer Rights Protection Public Opinion Analysis Report" (hereinafter referred to as the "Report") to conduct network big data public opinion analysis on related consumer rights protection from June 1 to June 20. The monitoring period A total of more than 57,000 negative information on consumer rights protection was collected, a significant decrease year-on-year.

　　The "Report" believes that from the "Tucao" data in the consumer public opinion field, the contribution of "618" this year is relatively low: "the lowest profile in history", "seemingly non-existent", etc. have become the key to the "618 impression portrait" of netizens Words, high-frequency words.

　　According to Zhu Cambridge, vice president and secretary-general of the China Consumers Association, this year’s “618” may become a turning point for the e-commerce industry to bid farewell to disorderly competition. The supply side that continues to “break the circle” and the consumer side that is no longer impulsive are accelerating the return. Reasonably, the trend of stable and positive online consumption ecology is becoming more and more obvious.

　　Send marketing SMS in violation of regulations

　　Unsubscribe is still bombing as scheduled

　　The "Report" believes that, unlike focusing on new consumption, activating new kinetic energy, and focusing on new brands, the network promotes new changes and new trends. The negative consumption information during the "618" promotion this year is concentrated in product quality, counterfeit and inferior marketing. SMS harassment, express delivery, and takeaway delivery are traditional "slots".

　　For example, the problem of harassment by marketing text messages has once again risen.

Since the end of May this year, some e-commerce platforms have started to show an upward trend in sending marketing text messages in violation of regulations.

　　The Ministry of Industry and Information Technology issued a document on June 16 that some e-commerce platform companies did not fully verify the wishes of registered users, "default" user consent, and send "618" commercial marketing text messages without authorization, triggering complaints from related users and violating the Civil Code and the Communication The Regulations on the Administration of Short Message Services infringes the legitimate rights and interests of users.

　　Previously, in response to the “618” SMS marketing behavior of the e-commerce platform, the Information and Communication Administration of the Ministry of Industry and Information Technology held an administrative guidance meeting to warn e-commerce platform companies to standardize their marketing SMS sending behavior and strengthen industry self-discipline.

　　However, on the eve of the "618" e-commerce promotion, many consumers still received a large number of advertising text messages, most of which came from online shops that had previously shopped online.

According to the "Report", during the monitoring period, nearly 65,000 pieces of negative information related to advertisements were collected, and there were more related negative information on June 17.

　　Zhu Cambridge believes that the wide-ranging low-income SMS marketing bombing has low technical content and high frequency of harassment. Regulators pay attention to users’ "pain points" in a timely manner, draw red lines and establish rules on SMS marketing behaviors in a variety of ways, such as laws and regulations, and administrative interviews. Public SMS inbox "weight loss" to protect the relevant rights and interests of users.

However, there are always some operators who have repeatedly tested the "flexible" bottom line of the rigid requirements of compliance management, bargaining with the rules, and wanting a buffer from the system. They do not stop without the shackles, and do not stop without feeling the pain.

　　Even if consumers reply to "TD" (unsubscribe) many times, the yelling sale is still "bombed" as scheduled.

Zhu Cambridge said that in fact, even if this short-sighted behavior of low-cost production of "information junkyard" has occasional benefits, its "monetization" ability is actually quite limited, and it is more annoying and annoying, and it will eventually be annoying. Abandoned.

　　Poor delivery of takeaway express

　　Affect customer consumption experience

　　On May 31st, Ms. Liu from Hefei, Anhui Province ordered a takeaway on a certain platform and never wanted to cause a lot of trouble.

The delivery time has passed, but the takeaway boy hasn't arrived, but the platform shows that it has been delivered.

In the meantime, Ms. Liu called many times to ask about the situation, but the delivery staff kept looking for various reasons for prevarication, and it was not until 40 minutes later that the delivery staff arrived late.

Surprisingly, when the delivery staff arrived at the destination, they threw the food away in front of Ms. Liu, turned around and left, with a very bad attitude.

After the video was exposed, it immediately sparked public debate.

　　Disputes caused by distribution are not alone.

On June 7th, some netizens revealed that in Hezhou, Guangxi, people were charged an extra RMB 2 to RMB 5 when picking up packages at the express delivery point.

The staff said that they would return the courier if they did not pay for the pickup.

　　The "Report" shows that during the monitoring period, more than 63,000 pieces of negative information about express delivery and takeaway delivery were collected, and the negative information peaked on June 2.

The main distribution problems that consumers complain about are: non-home delivery, rural pickup and extra courier fees, etc.

　　Delivery is the "last mile" of Internet consumption such as online shopping and food delivery.

Zhu Cambridge said that to a certain extent, couriers and takeaway distributors are "windows" and "outposts" for "meeting and dialogue" between goods and services and consumers, and their service attitude directly affects customer consumption experience.

Many consumers still complain about the problems of unsuccessful delivery and unauthorised delivery of express cabinets, although they have been explicitly forbidden on many occasions.

　　Zhu Cambridge said that during the online promotion period, the consumer behavior pattern of placing orders and receiving goods may not change, but due to different product categories and sizes, consumers' online time and receiving addresses, and other factors, consumer acceptance The offline scene may change.

　　"Some e-commerce platforms must constantly change their awareness and methods of monitoring and tracking the whole chain and all links of products and services from'send out' to'received' during the promotion period." Zhu Cambridge emphasized that whether it is a platform merchant or a delivery network, We can't just focus on the efficiency of "sending out" without ignoring the user's feeling of "taking over"; we can't just focus on the improvement of upstream supply-side channels, and ignore the effective and smooth flow of more, finer, and more complex delivery chains on the downstream consumer side. And its mapped brand temperature.

　　Supervision threw loudly and loudly

　　The promotion market has changed drastically

　　"618" consumer public opinion is a barometer and weather vane of consumer sentiment and opinion field in a specific scenario.

The new changes in consumer sentiment during the "618" period this year are worthy of attention, such as the changes in ethos caused by a series of regulatory combinations.

Zhu Cambridge said that whether it is the "tightening" of the "Web Live Marketing Management Measures (Trial)" jointly issued by the 7 departments, or the heavy-handed and iron-fisted anti-monopoly policy, it all demonstrates the compliance of the relevant regulatory authorities on the platform. The determination and sharp means of restraint.

　　Zhu Cambridge said that the changes in the online promotion market can be effectively sensed by both the supply and demand sides: on the one hand, the "618", which has disappeared from the "choice of two", has made previously neglected merchants become the focus of e-commerce, which has continued for many years. The big promotion has a new perspective and new choices; on the other hand, the strategy of “consumer (member) competition and staying”, which is simple rules, abandoning routines, seeking stickiness, and changing people’s hearts, is constantly activating consumers’ “chop hands”. "Wish.

　　In addition, consumer public opinion shows that consumers face the temptation of promotion from "blind impulse" and "spitting hands" to rational onlookers and prudential changes in consumer behavior.

Zhu Cambridge revealed that the depression and dissatisfaction after being calculated by the "hidden rules" and the anger and disappointment after being calculated by the "algorithm" and "playing method" will ultimately affect the behavior choices of consumers.

　　Zhu Cambridge stated that the momentum of the migration of stock demand and the shaping of incremental domestic demand brought about by the new consumption mode of life has become clearer, and more and more consumers are facing the "red hydrangea" of merchants and choosing prudent, rational, active and intelligent "Lying flat", this strong contrast is forcing the platform and the merchants to clear their roots and look back at their original aspirations.

　　Regarding the future development of the consumer market, the China Consumers Association put forward three suggestions in the "Report":

　　First, focus on improving the effectiveness of strict supervision and smart supervision.

On the one hand, it is necessary to maintain the positive results from normal supervision and rely on scientific and technological means to seek innovation efficiency.

Adhere to the bottom line thinking and strictly investigate and deal with according to law.

Only when the law enforcement actions are “sharp teeth” can marketing behaviors “behave in compliance with the rules”.

On the other hand, to properly handle the relationship between development and regulation, it is necessary to take responsibility and decisively deal with companies that violate regulations, so that they can experience the "skin-conscious pain", but also to be tolerant and prudential, strengthen the righteousness and eliminate evil in the subtle, and clear the source from the clues. , Let the system’s goodwill and harshness shine at the same frequency.

　　Secondly, regardless of the platform or the brand, it is necessary to continue channel expansion and traffic increase, but also to strive to open up user demand portals and online and offline channels; it is necessary to enrich portals through traffic interaction and extend online and offline experience, and it is also necessary to be firm with consumers. The concept of “centering” allows the new model with temperature to awaken willing “new” users, and allows the sincere new rules to win the true recognition of potential “old” netizens.

　　Finally, the revision and improvement of laws and regulations must be targeted, but must also be "seal of blood"; consumer education and guidance must be time-sensitive, but also make the audience happy to see.

The overall goal is to not only arm law enforcement officers, encourage supervisors, but also warn operators and consumers.

Relevant entities actively perform their duties and plan ahead.