"Swiping orders and speculating letters" forms a black and gray industrial chain to lure consumers

The mercenary navy "takes A and sends B" and "sends an empty package" online ordering tricks are highly concealed

　　□ Our reporter Wan Jing

　　On e-commerce platforms, user evaluation is often one of the important reference factors for consumers to choose products.

Therefore, in order to attract consumers' attention and obtain more trading opportunities, some unscrupulous sellers use means such as "hands" to buy orders, fictitious transactions, fictitious attention, fictitious praise, etc., to use improper methods to increase product sales and user praise. Degree and store credibility, thereby attracting consumption and increasing sales.

　　Since 2021, the State Administration of Market Supervision has intensified its supervision of online unfair competition, and severely cracked down on the use of online adverts, Internet celebrities, well-known bloggers, live broadcasts, and other methods for "scaling and speculation", false propaganda, etc. Acts of fair competition.

As of the first half of 2021, market regulatory authorities at all levels across the country have investigated and handled 3,128 cases of unfair competition, with a fine of 206 million yuan.

　　Recently, the State Administration for Market Supervision has successively announced two batches of typical cases of online false propaganda and unfair competition, exposing various “scratching orders and speculating letters” routines, and using the “net celebrity effect” to make fictitious evaluations to organize employees, relatives, friends and other acquaintances to “check orders” "Credit speculation", hiring a professional team or "swiping hands" to help "swipe orders and speculation", through false transactions, "sell A and send B", and "sweep orders and speculate" behaviors such as fictitious attention in "live streaming with goods", etc. exposure.

The pattern of "swiping orders and speculating letters" is constantly being renovated

　　The rise and development of e-commerce has made consumers more inclined to rely on "content judgment" to purchase and consume goods or services, which also brings greater drainage effects for operators.

However, the "monetization" of traffic has also led to the "cheating" method of fictitious transactions, false evaluations and other "scratching orders and speculation" behaviors.

　　According to a typical case published by the State Administration of Market Supervision, in December 2020, Lai, Changshu City, Jiangsu Province, began to cooperate with Xiongzhida Clothing Firm, Changfu Street, Changshu City, to make live videos for the clothing sold in the store on a short video platform. Marketing.

According to investigations, in January this year, when Lai was conducting live broadcast marketing, he hired "naval forces" to enter the live broadcast room to scramble for false traffic, increase the number of online people displayed during the live broadcast, create false high popularity in the live broadcast room, and deceive and mislead the relevant public.

Lai’s behavior violated the relevant provisions of the Anti-Unfair Competition Law, and was ordered by the relevant departments to stop the illegal behavior and fined 23,000 yuan.

　　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, so as to help consumers make judgments and choices more conveniently.

However, under the control of the single-sweeping gang, through the organization of "big V" (high-level users of the platform) to the store for free experience, post designated praise, "swipe hands" to post false positive reviews without actually experiencing or using goods, and using false registrations There are various means such as "fans" can have, "interaction" can be bought, "acceptance" can be improved, and "view volume" can be increased.

　　The use of "net celebrity effect" fictitious evaluation and other methods to attract attention and increase sales is another typical method of "scratching orders and speculating letters".

Another case published by the State Administration of Market Supervision showed that Zhejiang Hangzhou Zhiyi Brand Management Co., Ltd. used the "big V" to build "Internet celebrity shops" to help "buy orders and speculate letters."

　　At the end of 2020, the parties involved recruited a large number of Dianping platforms "Big V" to pay for meals in accordance with the needs of 11 Dianping platforms settled in merchants to build so-called "Internet celebrity shops".

After the meal, "Big V" made up a good "job" and released it and gave it a high score.

After the parties have reviewed the "homework" of the "big V", the meal expenses will be refunded.

In this way, the parties raised the star ratings of relevant businesses on the Dianping platform and increased their high-quality reviews. Through double-fake content and traffic, the parties helped businesses deceive and mislead the public.

For this reason, the relevant market supervision department ordered the parties to stop the illegal activities and imposed a fine of 200,000 yuan in accordance with the provisions of the Anti-Unfair Competition Law.

　　The relevant person in charge of the General Administration of Market Supervision reminded that there are various methods and routines of "bringing goods" and "rhythm" through Internet celebrities and well-known bloggers. The so-called number of fans, views, and likes can all be "swiped". of.

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

"Shooting A and Sending B" deceives and misleads the public

　　In recent years, some unscrupulous operators have upgraded the packaging of the "scratching orders and speculating letters" model in order to evade supervision and law enforcement, which is different from the usual "self-swiping" or hiring and hand-swiping orders, instead of sending small gifts and gifts. A single commodity forms a "sale A and B" transaction model.

　　The relevant person in charge of the General Administration of Market Supervision introduced that, on the surface, this transaction mode is close to normal shopping behavior, which is very confusing and concealed.

However, no matter how the illegal means are put on the cloak of "legal", its essence still constitutes an illegal act of false trading, and it will not escape the "hot eye" of the law after all.

　　Anhui Huangshan Yunman E-commerce Co., Ltd. used an old customer to "sell A and send B". According to the case, the company’s parties used Taobao Wangwang to contact consumers who had placed an order, saying that they can give small gifts to participate in shop activities according to the process: Consumer search Key words for a certain product in the store, place an order, and pay; the parties ship not the ordered products, but some small gifts; after the logistics arrives, the consumers are required to confirm the order and give praise, and the parties return the principal and commission to the consumers .

　　According to investigations, from November 2 to December 23, 2020, the parties involved a total of 372 orders.

In this case, the parties involved in the case "pat A and send B" by giving small gifts to change the actual sales status of the goods and deceive and mislead the public. Their behavior violated the provisions of the Anti-Unfair Competition Law and was ordered to stop the illegal activities and imposed a fine of 150,000 yuan.

　　At present, under the severe crackdown on the order-swiping behavior by the regulatory authorities, the methods and characteristics of online order-swiping are constantly updated.

Brushing orders by "sending empty packages" is a new method of ordering in recent years, that is, "logistics brushing orders".

Some criminals control multiple websites that sell empty express packages and sell a large number of express tracking numbers. These express tracking numbers are either idling through the express logistics platform or "sending empty packages" through offline logistics channels, providing fraudulent merchants with false information. Logistics information.

　　The case of Nanjing Shuangshengrui Trading Co., Ltd. mailing empty parcels to "swipe orders and speculate letters" shows that since December 2020, the parties have implemented fictitious trading activities on Taobao and JD.com platforms and selected specific commodities to formulate order-swiping plans.

By analyzing the search habits of customers, formulating matching search terms, arranging operators to place orders in accordance with the established order plan, simulating real customers to browse, consult, and place orders.

According to the mark of the order transaction, the party sends an empty envelope or an empty package to the brush hand, and the brush hand confirms the receipt of the goods and gives a full score to the product.

In the end, the party concerned was ordered to stop the illegal act and fined 200,000 yuan for violating the provisions of the Anti-Unfair Competition Law.

　　The relevant person in charge of the General Administration of Market Supervision introduced that “swiping orders and speculating letters” in the form of “sending empty packages”. With the simultaneous cooperation of hand-checking and logistics, empty packages can be delivered or small gifts can be placed in empty packages. "Logistics" fraud completes the entire transaction process and is highly concealed. In the next stage, the regulatory authorities will focus on cracking down on such illegal activities.

Increasingly organized, professionalized, and scaled

　　In recent years, merchants have evolved from organizing internal employees, relatives and friends to check orders, and evolved into organizing, hiring professional teams dedicated to this business, and "swiping hands" to complete the ordering process.

　　Among the typical cases announced, there is one type that helps "swipe orders and speculate letters" by hiring professional teams, "swiping hands", and using professional technical software and other means.

In the past, the exaggeration or false propaganda that used traditional means of "selling and boasting" has now evolved into a professional team that uses online soft posts and "live broadcasts to bring goods" to help false propaganda and deceive consumers.

　　"Swiping orders and speculating letters" has increasingly shown the characteristics of organization, professionalism, and scale, and has even formed a black and gray industrial chain.

In the industry chain of "swiping orders and speculating letters", organizers, sellers, and "swiping hands" are the three main roles. While rigorously investigating sellers' order violations, they also seriously pursue the legal responsibilities of the entities that help them. This is an important link in the chain of interests.

　　For this reason, the relevant person in charge of the State Administration of Market Supervision stated that from the initial manual volume to the current machine volume, the online black and gray product of "scratching orders and speculating letters" has developed to the point where it affects the survival of businesses and harms consumers. The legal rights and interests such as the right to know and the right to choose have disrupted the market order of fair competition and are not conducive to the healthy development of the Internet ecology, and must be rectified and cleaned up.

Such teams have clear organization, clear division of labor, and professional technology and equipment "blessing", making "swiping orders and speculating letters" increasingly professional and large-scale, resulting in huge illegal profits, and has formed a network black and gray industry.

　　The case of Suzhou Gushanke Trading Co., Ltd. in Jiangsu Province employing an order-swiping group and using old customers to "swipe orders and speculate letters" shows that the parties opened an online store "Xidekai Flagship Store" on Tmall, which is mainly engaged in the sale of various sports and leisure footwear .

According to investigations, from October 30 to December 7, 2020, in order to increase the number of visitors to the company's online store and the sales of shoes in the online store, the parties used the two methods of hiring an order group and contacting old customers to scan orders, fictitious transaction records And transaction volume.

In the end, the party concerned violated the provisions of the Anti-Unfair Competition Law and was ordered by the relevant department to stop the illegal act and imposed a fine of 20,000 yuan.

　　The relevant person in charge of the State Administration of Market Supervision stated that for large-scale and gang-based “swiping orders and speculating letters” behavior, while increasing administrative penalties, it is also necessary to increase the link between executions. If a crime is constituted, it shall be transferred to the judicial department for investigation. Its criminal responsibility.

　　Cartography/Gao Yue