China News Service, Beijing, November 18 (Liu Wenwen and Liu Liang) "Double Eleven" has ended.
The China Consumers Association pointed out on the 18th that although the transcript is still eye-catching, the consumer disputes behind it cannot be ignored.
Negative consumer information during this year's "Double Eleven" promotion mainly concentrated on price disputes, false shipments, and platform marketing issues.
The China Consumers Association used the Internet Public Opinion Monitoring System to conduct online big data public opinion analysis on related consumer rights protection from October 20th to November 12th.
The results show that, on the one hand, the number of onlookers "comments" far exceeds the number of "revelations" by the parties; on the other hand, the "don't buy" voices of "consumerist retrograde" reviewing and reflecting on carnival "Hi" buying behavior continue to rise. Become the two biggest highlights of consumer sentiment in this year's "Double Eleven".
The data shows that during the 24-day monitoring period from October 20 to November 12, a total of 21,53,305 items of "consumption rights protection" related to "Double Eleven" were collected, with an average daily information volume of approximately 890,000 items.
During the monitoring period, although “consumption rights protection” information showed a trend of volatility, the number of relevant public opinions on a daily basis was relatively stable. There were a lot of information on November 1, 10, and 11, and the maximum number of information on the 10th was 1,416,790.
During the monitoring period, a total of 4,953,918 pieces of "Tucao" and "consumption rights protection" information were monitored through the public opinion monitoring system, accounting for 23.2% of the total "consumption rights protection" information.
Monitoring found that during this year’s "Double Eleven" promotional activities, negative consumer information was mainly concentrated in price disputes, false shipments, platform issues, etc.: promotional prices were accused of too many routines, logistics delays were suspected of false shipments, and platform marketing aroused complaints. Shenglang involves many brands.
According to the China Consumers Association, this year's "Double Eleven" consumer rights protection signals are strong and obvious. The reasons are that, on the one hand, the vigorous and vigorous law enforcement and supervision has become an important external driver to guide rational consumer decision-making.
On the other hand, after consumers are frequently subjected to routine routines, it is inevitable to return to rationality.
The side reflects that in the battle between old and new roles aimed at data monetization, traffic contention has become a problem for e-commerce platforms. Under the background of normalization of price wars and tightening of profit margins, the effectiveness of data monetization is being re-evaluated by brands and merchants.
How to face public opinion directly?
The China Consumers Association puts forward suggestions: First, focusing on fully protecting the legitimate rights and interests of consumers, continue to strengthen the supervision and control of illegal activities in e-commerce marketing and promotion.
The second is to start by fully responding to consumer demands, encouraging and guiding e-commerce platforms and related entities to do squats and practice internal skills.
The third is to focus on guiding consumers' rational and healthy consumption, calling on and encouraging platforms and businesses to take science and technology for the good as the purpose, and actually take more sincere and more effective actions.
At the same time, the China Consumers Association calls on consumers to continuously strengthen the concept of healthy consumption, strengthen a good consumption mentality, maintain a rational consumption rhythm, grasp reasonable consumption standards, and return consumption to rationality.
(Zhongxin Finance Studio)