Third-party evaluation, how to make consumers more at ease (People's Times Review)
The popularization of the mobile Internet and the development of e-commerce platforms have greatly enriched the shopping choices of the majority of netizens, and to a certain extent also brought consumers "choice troubles".
In recent years, as a purveyor of quality products, third-party evaluation platforms have sprung up. While providing consumers with a variety of product experience, they also help them choose the best and eliminate the inferior through qualitative and quantitative analysis of various indicators. A shopping reference popular with consumers.
At the same time, the rapid growth of new business formats has also brought new regulatory issues.
Since there are no hard and fast regulations such as professional qualifications and entry thresholds, third-party evaluation platforms arbitrarily determine evaluation standards, false evaluations, malicious public relations, and other behaviors occur from time to time.
For example, basketball shoes that are "good-looking and easy-to-wear" after testing are severely gelatinized after being worn; after being judged that "no need to shop around" moisturizing spray, the skin appears red and itchy after being sprayed on the face.
Recently, the unreliable topics recommended by individual third-party evaluation platforms continue to arouse discussion.
In the current rapid development of the evaluation industry, how to cultivate a good industry ecology has become a practical issue of concern to all parties.
Third-party evaluation is to maintain a relatively independent third-party identity and focus on providing evaluation services to resolve consumers’ concerns about product efficacy, price, and safety.
If it is to earn traffic, gain profits, conceal or distort evaluation data, or even engage in false evaluations, it completely deviates from the original intention of the third-party evaluation platform.
If things go on like this, it will not only continue to affect consumers to improve their consumption experience, but also dampen the enthusiasm of enterprises to improve the quality of products and services, resulting in the consequences of "bad money driving out good money".
Finally, third-party assessments will also lose authority and self-destruct future.
At the beginning of this year, Guangdong Province announced the typical cases of anti-unfair competition to be investigated and dealt with in 2020. One of them is that a certain evaluation platform has set unreasonable comparison conditions to obtain unfavorable test results, thereby vilifying the image of related companies.
The evaluation business must be based on laws and regulations, and fairness and fairness must be followed.
Violating consumers' right to know and their right to choose independently, and commercial slander of competitors is tantamount to drinking poison to quench thirst. Platforms will inevitably bear civil liability or be subject to administrative penalties.
If you want to prosper at the end, you must deepen its roots.
An industry practitioner concluded that the credibility of the evaluation is accumulated little by little.
The simple words speak out the key to promoting the healthy development of the industry.
Observing some well-received evaluation platforms in the market, all of them use strict mechanisms to ensure that the evaluation process is objective and neutral, and the results are true and reliable.
For these platforms, strictly preventing conflicts of interest and ensuring that the quality of test results meets the standards is the basic respect for the product manufacturer, the high degree of responsibility to consumers, and the effective maintenance of their own credibility.
User trust is the core competitiveness of evaluation, and professional justice is the evaluation and development of ballast. This should become the development consensus of the entire industry.
From a more macro perspective, the continuous improvement of the quality of evaluation services is not only a positive response to consumption upgrades, but also a catalyst for improving the quality and efficiency of various industries.
Focusing on practice, some platforms continue to improve evaluation standards, attracting a number of brand manufacturers to come to talk about cooperation, and take the initiative to request random inspections of products; some have promoted the improvement of national standards for multiple product categories by exposing products with hidden safety hazards. Strengthening of market supervision.
Facts have proved that only strict self-discipline and integrity of the evaluation platform can promote industry participants to see the best and urge relevant companies to always move on the track of high-quality development.
No matter what product or service we provide, quality always comes first.
Credibility will not arise out of thin air, and a third-party evaluation platform that seeks long-term development should provide consumers with better services.
Adhere to the maintenance of the legitimate interests of consumers as the fundamental, and be a good referee between the supply and demand sides, and third-party evaluation can make more consumers feel at ease and continue to create new consumption growth points.
Lu Xiaoxun