Chinanews.com, November 18th. China Consumers Association released the "2021 Double 11" Consumer Rights Protection Public Opinion Analysis Report on its official website on the 18th. The report mentioned that monitoring found that this year’s "Double 11" promotional activities were mainly concentrated on negative consumer information. In terms of price disputes, false shipments, platform issues, etc.
Among them, there are too many accusations of promotional prices, suspected false delivery of logistics delays, and platform marketing aroused complaints.
The full text of the report is as follows:
The 13th year of "Double 11" has come to an end.
Although the lack of "atmosphere" is generally complained because of no longer happy reporting of real-time turnover, the solid and robust closing data may prove that this "Double 11" still meets the continuous release of supply and demand pressure and becomes another impetus under the normalization of the epidemic The "annual trust" of economic growth.
According to data from the State Post Bureau, from November 1st to 11th, postal and express delivery companies across the country handled 4.776 billion parcels, a year-on-year increase of more than 20%.
Among them, a total of 696 million shipments were processed on November 11.
Payment business data shows that during the "Double 11" period, NetPay and UnionPay processed 27.048 billion payment transactions, with an amount of 22.32 trillion yuan, an increase of 17.96% and 14.98% year-on-year.
On November 11, the highest business peak of NetPay and Banking Union accounted for 96,500 transactions per second.
The China Consumers Association used the Internet Public Opinion Monitoring System to conduct an online big data public opinion analysis on related consumer rights protection from October 20th to November 12th.
Judging from the data performance of the consumer public opinion field, the interactive results of consumer public opinion and transaction market conditions are quite intriguing:
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 retrogrades" reviewing and reflecting on carnival-style "Hi" buying behavior continue to rise, becoming this year's " The two biggest highlights of consumer sentiment on "Double 11".
As a typical mirror image of the changes in consumer life, the platform’s data worship, traffic business and consumer consumption upgrade contextual experience first, and “quality” appeals. , Are propositions that platforms and brands cannot avoid.
1. The basic situation of public opinion on consumer rights protection
During the 24-day monitoring period from October 20 to November 12, a total of 213,53081 pieces of “consumption rights protection” information related to “Double 11” were collected, with an average daily information volume of approximately 890,000.
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.
In terms of information dissemination channels, during the "Double 11" period, "consumer rights protection" information dissemination channels mainly include Weibo, client, WeChat, interactive forums, websites, videos, digital newspapers, etc.
Among them, Weibo has the highest amount of information, accounting for 36.36%; next is the client, accounting for 33.70% of the information; third is WeChat, accounting for 12.73% of the information.
2. Concentrated areas and typical cases of consumer rights protection information issues during the "Double 11" Shopping Festival
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.
This type of information reflects consumers' negative comments on the goods and services they receive, and has the "sensitive" attribute that triggers negative public opinion on consumer rights protection. This report summarizes it as "consumer rights protection" negative and sensitive information, and focuses on analysis .
Monitoring found that negative consumer information during this year's "Double 11" promotion was mainly concentrated in price disputes, false shipments, and platform issues.
(1) Promotional prices have been accused of too many routines
During the monitoring period, a total of 919,382 pieces of negative information related to “price disputes” were collected, with an average of about 38,308 pieces per day. The distribution of information volume showed a centralized trend. The volume of public opinion information was the highest on November 1, 143,984 pieces.
The price dispute was concentrated on November 1 and was related to the pre-sale deposit and the final payment.
First, many consumers who are ready to pay the final payment find that after various discounts are added, the pre-sale price may not be the most favorable.
The second is the price difference between different live broadcasts, the price difference between live broadcasts and direct orders.
In addition, the incident of Yuanqi Forest's mistaken setting of ultra-low prices to ask users for refunds has also aroused public opinion on the Internet.
Typical case: Converse Fila prepaid deposit, but consumers spend more money
@Modern Advertising Magazine Club: [#Double 11 prepaid deposit but spend more money#?
#匡威菲乐官方旗舰店精选店#] According to the official account of China Consumer News, #匡威旗舰店双11预付 Deposit but spend more money# Recently, a consumer complained that they thought they could pay a deposit in advance on Double Eleven. Grab the bargain, the balance plus prepayment is 569.17 yuan for a pair of Converse, but only 558.50 yuan without prepayment.
The FILA official flagship store has the same routine as Converse.
On November 4th, some consumers said that during the pre-sale period of "Double 11", the store promised to minus 400 yuan for over 2,000 yuan in the live broadcast room as the biggest discount, superimposed on Taobao official discounts. The total is 700 yuan minus 2,000 yuan.
At that time, it took a long time to grab the coupons. After paying a deposit to buy the coupons, the balance was paid at zero o'clock on November 1.
However, on November 2, the store released another 10,000 coupons of RMB 2,000 minus RMB 900. There is no need to pay a deposit or grab any money. Those who paid in advance were cut off as leeks.
According to multiple reports, the platform refunded some consumers the price difference, but the subsequent refund requests of many consumers have not yet received a response from the customer service.
(2) Logistics delays suspected of false shipments
During the monitoring period, a total of 227,795 pieces of negative information related to “false shipments” were collected, with an average daily information volume of 9,491 pieces.
The amount of public opinion information began to increase from November 1, reaching a peak of 28,202 items on November 6.
Starting from November 1, many netizens complained that the logistics information was not updated, and the customer service robots could not communicate effectively.
After the public opinion continued to increase and fully interacted, netizens began to believe that the root cause was false shipments by merchants, which caused logistics information to no longer be updated for many days.
Typical case: payment for 10 days without seeing L'Oreal
Netizens: #欧莱雅假送#
I'm crazy to buy L'Oreal
Just went to search for real time, good guy, not the first offender
It turns out that everyone has encountered various problems in his family, but I am still waiting for him to solve it foolishly.
The final payment paid on the 1st is still in Beijing on the 11th. It turned out to be a false shipment. So how does the complaint law work? I won’t be able to refund my 800+ payment...L'Oreal enters my life blacklist store
Netizen: #欧莱雅假送# Too speechless The first time I met this kind of thing when shopping online
I paid the balance at 12:30 in the evening on the 1st. It has been nine days since the card has been in Beijing and has not moved. The first time is to manually tell that my needs have been raised, but today I call the logistics. Is a robot reply
From Beijing to Harbin, I didn’t expect to be motionless for nine days. L’Oréal’s brand is not big. It’s been a long time since Double Eleven. It seems like I have experienced this kind of thing for the first time.
Netizen: #薇诺娜假送# No. 3 is written before 0:30 and no. 6 is shipped, even if I bought something for 600 yuan, give me a hand cream?
?
?
?
Even if it’s a gift, it’s wrong to ship the gift first, right?
Customer service reincarnation news, when you ask, what about the shortage of goods, you have a thief in your double 11 warehouse?
When you enter the live broadcast room and ask, it will make you refund and return the goods. Double 11 to brush the sales volume?
(3) Platform marketing aroused complaints
During the monitoring period, a total of 123,071 pieces of negative information on public opinion concentrated events related to platform marketing were collected. The number of negative information peaked at 18,184 on October 27.
During the pre-sale period, the Taobao platform Miaotang activity caused public opinion to complain. On October 27, the amount of public opinion information reached its peak, and public opinion feedback two aspects of information were both related to "Miaotang".
First, the hot discussion about meow candy collapses, and the second is that the Tucao meow candy activity has a deep routine. Players roll in, and the platform reaps advertising value.
In addition, although the Owhat platform has been running for some time, there are still discussions among netizens during public opinion monitoring.
Typical case: Owhat, a fan platform suspected of running away, angered merchant buyers
Financial headlines: Consumer Reports | Fan platform Owhat stops cash withdrawals, and merchants and buyers both defend their rights
On October 14th, the fan platform Owhat issued an announcement stating that the "Fan Meeting" business service was terminated, and withdrawals were stopped, and fan orders were refunded.
Many celebrity fans will voice their opposition, saying that Owhat’s move will cause the loss of the fan club’s previous payment for the goods, while the fans said that they had not received a refund and were suspected of being "false refunds."
Typical case: the user complains about Taobao’s meow candy activity routine is too deep
@中国剧研究中心: #喵糖逼了# A lot of people complained online, really a little angry. They lined up for a whole day, but when this came, the dice couldn't be thrown out, and the server ran away from home again...
Zhihu users: Why are so many people complaining about the Taobao meow sugar activity?
In the early stage, each user invested a basic cost of 20 yuan, and each subsequent investment of a few cents and a few yuan each time, let the four teams, 20 people do coolie points for him, so many people complained.
1. Personal tasks.
The personal task red envelopes still have not exceeded one dollar each, but opening a red envelope requires 4-5 days to complete the task.
2. Let players plunder each other's red envelopes.
You get a dime for a day's task for diligence.
3. Map design issues.
The team that finally occupies the last square can win, and the others are just guarantees.
4 teams of 20 people compete for a grid.
4. Not authentic.
With this model this year, Taobao only needs to pay 20 costs per person in the early period, and it will be able to reap unlimited income in the later period.
3. Analysis: Four Variables Affecting the Presentation of Consumer Opinion on "Double 11"
The structural changes in the main body of public opinion that the onlookers far surpass the parties involved are the full manifestation of "Double 11" that has been continuously re-examined by the increasingly rational and accurate public opinion, and has been continuously redefined by consumers using their feet to vote, and this new consumer public opinion Behind the pattern is the inevitable result of the interaction of the four variables of the internal and external systems.
External system variables:
(1) The system design of comprehensive governance and strict supervision are combined to implement targeted strategies and aggressive offensive
On November 6th, the State Administration for Market Regulation issued the "Work Tips on Regulating "Double Eleven" Online Promotional Operations" to Internet platform companies and local market supervision departments as a sign. Department’s series of administrative guidance opinions are horizontally combined and “seamlessly connected”; at the same time, “combined punches” and the elimination of “choice of two”, lifting of “platform shielding”, protection of personal information, strict control of webcasting, and heavy penalties for monopolistic behavior Wait for the "tightening curse" to echo vertically and continue to exert force.
The grid is dense, the tricks are accurate, the offensive is strong, and the momentum is fierce.
Less routine and more sincere.
On November 4th, after the six major consumer reminders for "Double 11" shopping were issued, consumer organizations at all levels and news media across the country had high-frequency interactions and intensive voices, which were comparable to Olympic sales promotion routines, patience-consuming full reduction rules, and bright drops. The hidden price trap and profit-only algorithmic siege were revealed and returned to its original form.
Vigorous law enforcement supervision and sharp persuasive reminders have become important external drivers that influence the logic of the online marketing market, reconstruct the development pattern of the industry, and guide rational consumer decisions.
(2) Consumers' anti-routine and far-calculated quality consumption demands move from the awakening of ideas to the pursuit of practice, with realism and an accelerated pace
The "red envelope challenge" that "hands and burns brain" to meet is not "surprise again and again", and the huge time cost is not to embrace the psychological expectation of "buy it and earn", and digital marketing lacks humanistic care "heart-struck" Not only once, but after consumers have been fooled for several times, they will wake up and stop their losses rationally.
On the other hand, consumers are "kidnapped" by unrestrained pushes, carefully planned hints, blind hoarding, and overdraft consumption are gradually converging from individual irrational behaviors and causing a series of social problems.
Honesty and credibility has always been the iron law of market growth and smooth transactions; the direction of consumption upgrade should be to "make life better" rather than "make uncontrolled demands more satisfied."
From the "chopping hand" after paying enough "IQ tax" to the "retrograde" of finding the correct way to open consumption, more and more rational awakening, more and more calm consumer decision-making, and more and more powerful "don't buy" The sound waves have become another external force that reminds both the platform and the brand that they must deeply reflect on the single value orientation of “flow first” and regain the original intention of “making festivals”.
Internal system variables:
(1) In the wrestling of old and new roles with the goal of data monetization, traffic contention has become the biggest problem for e-commerce platforms
The "Double 11" e-commerce promotion is weak in innovation, and the traditional shelf e-commerce "selling mode" password is being cracked under the spotlight.
Although the algorithmic portrait and "low-price" strategy of attracting traffic have created multiple rounds of business miracles, they have been strongly challenged by the new live broadcast e-commerce companies with the new social marketing strategy; theoretically, the "live show" is simplified because of the simplification. The supply chain makes prices more attractive, but the scene effect created by it makes consumers more perceptual and more impulsive to place orders.
And this just shows that its harvesting and rounding of traffic is actually simpler and more crude.
If only the random overdraft of potential consumption stock is concerned, and the incremental contribution of fixed consumption willingness is less glued, the tug-of-war of traffic contention can only continue to revolve around the "low-price strategy" circle.
Whether it is price disputes, false shipments, many problems exposed on the platform, or the externalization of internal contradictions that peaked in the traffic effect of "Double 11" this year, the hot spots of public opinion.
(2) In the context of the normalization of price wars and tightening of profit margins, the effectiveness of data monetization is being reassessed by brands and businesses
Increasingly scarce traffic resources and increasing acquisition costs have created a dilemma for brands and businesses.
Traffic entrance is a shortcut to the rapid growth of brands in the consumer market, but the "user harvest" and data realization brought about by price fighting will not only consume consumers' benign perception of the brand, but will eventually become the core competitiveness of the product. Threats hidden dangers.
The elongated front not only dilutes the attention of consumers, but also dilutes the patience and confidence of brands and businesses.
The "ultra-low prices" disruptive impact on the integrity and stability of offline channels, data injection deceives merchants' investment and expectations, and the anxiety of tightening profit margins makes brands and merchants more sensible and eager for quick success and quick profit. It will become a thing of the past, and the marketing myth of "Double 11" has to be re-evaluated.
The changes in the main structure of public opinion vocalization and the gradual concentration of public opinion hot spots also intensified the release of contradictions in the internal dynamic system of the "Double 11".
4. Suggestions for response to public opinion on consumer rights protection during the "Double 11" period:
This year's "Double 11" consumer rights protection public opinion is a strong and obvious signal indication, once again proof that the e-commerce situation is accelerating the evolution and reshaping in the context of consumption upgrade, and relevant parties need to have a keen perception and practical response.
How to face public opinion positively and rationally, the China Consumers Association puts forward the following suggestions:
(1) From the perspective of fully protecting the legitimate rights and interests of consumers, continue to strengthen the supervision and control of violations of laws and regulations in e-commerce marketing and promotion. It is necessary to keep a close eye on specific time points and strictly observe daily routines.
It is necessary to ensure that law enforcement entities always raise their eyebrows and swords through precise system design and interpretation, and to restrict and promote e-commerce promotion to always follow the rule of law; it is also necessary to encourage online shopping consumers and news media through various forms of interaction with the same frequency. Be a good outpost to supervise, remind and promote e-commerce platforms and merchants to pay attention to online reputation and market reputation.
(2) Starting from fully responding to consumer demands, encouraging and guiding e-commerce platforms and related entities to squat and practice internal skills, find and build a more sincere and less routine business model, and care for more variety and quality Consumer demand; through the "self-revolution" of the "routine" marketing model, as well as the improvement of product quality and service level, the improvement of commercial sincerity and marketing credibility, the popularity of traffic will be recalled and the stamina of development will be continued.
(3) Focusing on guiding consumers' rational and healthy consumption, calling for and encouraging platforms and businesses to use science and technology as the purpose of doing good, not only must seek accurate user portraits from big data algorithms, but also learn to parse traditional human-oriented business passwords; both need profit Reasonable growth in revenue requires the accumulation and construction of business ethics and goodwill.
Practically take actions that are more sincere and effective, and work with the government and the industry to create a new digital civilization that is healthier, more rational, and of higher quality.
At the same time, it calls on consumers to continuously strengthen the concept of healthy consumption, and embrace consumption upgrades with smarter, more relaxed, and more socially responsible consumption behaviors.
Firm a good consumption mentality, maintain a rational consumption rhythm, grasp a reasonable consumption scale, uphold the concept of green consumption, avoid profligacy and waste, let consumption return to rationality, and don't get lost in the digital life.