In order to increase sales and increase reputation, some sellers are looking for Internet celebrities and big Vs to write orders and speculate letters

[Building Integrity for Miles] Is the praise of Internet celebrities and the traffic of live streaming products credible?

  Reading tips

  Under the control of the single-shopping gang, "fans" can have, "interactions" can be bought, "acceptance" can be improved, and "view volume" can be increased.

From the initial manual brushing to the current machine brushing, the online black and gray product of brushing and speculating letters has developed to the point where it affects the survival of businesses, causing the negative effect of bad money expelling good money, and it must be rectified and cleaned up.

  On e-commerce platforms, user reviews are often an important reference factor for consumers to choose products.

For this reason, in order to attract consumers' attention and obtain more trading opportunities, some unscrupulous sellers look for Internet celebrities and well-known bloggers to evaluate, so as to increase product sales, increase user praise and store reputation.

In addition, some merchants invite Internet celebrities, well-known anchors, etc. to carry out live broadcasts to increase their attention and expand brand influence.

  However, is the praise of Internet celebrities and well-known bloggers, the attention and traffic in live streaming, credible?

The State Administration for Market Regulation recently released a typical case of anti-unfair competition law enforcement in key areas in 2021-False Propaganda on the Internet, which addresses the fictitious evaluation of some merchants using the influence of internet celebrity, as well as the fictitious attention and traffic in live broadcasts of goods. The exposure.

  Fictitious evaluation using influencer effect

  At the end of 2020, Zhejiang Hangzhou Zhiyi Brand Management Co., Ltd. recruited a large number of popular comment platform Internet celebrities and big Vs to pay for meals in stores based on the needs of 11 public comment platform merchants to build so-called online celebrity stores.

  After eating, these Internet celebrities and big Vs fabricated praise "jobs" and released them and gave them high scores.

Hangzhou One Brand Management Co., Ltd. will refund the meal expenses after reviewing the "jobs" of Internet celebrities and big Vs.

In this way, the company helped relevant businesses to improve their star ratings and increase high-quality reviews on the Dianping platform. Through double-fake content and traffic, the company helped businesses deceive and mislead consumers.


Since April 2020, Shenzhen Nuoyao Network Technology Co., Ltd. of Guangdong Province has used WeChat Moments to publish service content such as "increasing the number of big Vs, small Vs in-store experience, and increasing page views", and promises to help customers improve their catering platform Star rating and ranking.

  The company uses different account login operations to falsely evaluate the stores on the platform with "five stars" full marks, rather than the real evaluations of consumers who actually visit the store.

The company helps other operators to carry out commercial propaganda through false praise and other methods to deceive and mislead consumers.

  The actions of the above two companies violated Article 8 of the Anti-Unfair Competition Law and were fined 200,000 yuan and 10,000 yuan respectively by the local market supervision department.

  Hire "Navy Army" to scan orders and speculate letters

  In recent years, scalping orders and letter speculation have increasingly shown the characteristics of organization, professionalism, and scale, and even formed a black and gray industry.

  The relevant person in charge of the State Administration for Market Regulation said that in the industry chain of ordering and speculation, organizers, sellers and "hands" are the three main roles. While rigorously investigating the behavior of sellers, they should also be investigated for help. The legal responsibility of the subject of the transaction.

  In Taizhou City, Zhejiang Province, Mr. Chen registered Zhejiang Xiaola Information Technology Co., Ltd., Zhejiang Tomato Information Technology Co., Ltd., and Zhejiang Chili Information Technology Co., Ltd. in 2018 and 2020, respectively, and applied for the "enterprise QQ number". Employ 21 employees, divided into "schedule group, review group, shopping guide group, after-sales group", and operate the work of checking orders and speculating letters.

  At the same time, Chen also used the "small water droplets", "big water droplets" and "owl" special order review software to search for merchants with order review requirements, assign "hands" review tasks, complete false transactions, and help online store operators on the platform Get higher business rankings, credibility and user visits within the evaluation system, misleading consumers.

  From September 2018 to April 29, 2021, Chen made 2,951,750 orders, with a total amount of more than 359 million yuan and a profit of 3,729,300 yuan.

  Chen's behavior violated Article 8 of the Anti-Unfair Competition Law and was fined 2 million yuan by the local market supervision department.

  The praise and sales of the online store can be checked, and the so-called number of fans, views, and likes in the live broadcast room can also be checked.

Some sellers induce consumers to consume impulsively and irrationally by creating false prosperity in live broadcast rooms.

  In Changshu City, Jiangsu Province, Lai Mousha started to cooperate with Xiongzhida Clothing Firm in Changfu Street, Changshu City in December 2020 to do live video marketing on the Douyin platform for clothing sold in the store.

  On January 19 this year, when Lai Mousha was conducting a live broadcast event, by hiring a "navy" who specializes in gaining popularity during the live broadcast, he entered the live broadcast room to brush fake traffic, increased the number of online people displayed during the live broadcast, and created a false high Popularity deceives and misleads consumers.

  Lai Mousha violated Article 8 of the Anti-Unfair Competition Law and was fined 23,000 yuan by the local market supervision department.

  Affect the survival of businesses

  Liu Junhai, a professor at the School of Law of Renmin University of China, believes that the original intention of setting up online reviews and rankings is to use big data formed by statistics and display of real feedback from Internet users after consumption, reflecting information such as popularity, strength, and market reputation, in order to help consumers more convenient Make judgments and choices carefully.

However, under the control of the single swiping gang, we organize big Vs to visit the store for free experience and post designated praise, "swipe hands" to post false positive reviews without actually experiencing or using the goods, and use false registered member accounts to post positive reviews, etc. This means that "fans" can have, "interaction" can be bought, "acceptance" can be improved, and "broadcast volume" can be increased.

  "The essence of scalping orders is fraud, that is, using fraudulent means to make your data look good, misleading the market, induce consumption, and maximize your own interests in clicks, reading, watching, and consumption. At present, scalping orders has been To become a “tumor” in the market, it must be attacked severely and severely investigated." Liu Junhai said.

  The relevant person in charge of the State Administration for Market Supervision stated that from the initial manual review to the current machine review, the online black-and-white production of singles and letter speculation has developed to the point where it affects the survival of businesses and harms consumers’ right to know. The right of choice and other legitimate rights and interests have disrupted the market order of fair competition and caused the negative effects of bad money driving out good money, which is not conducive to the healthy development of the Internet ecology, and must be rectified and cleaned up.

  Yang Zhaokui