Can I still see the “recommendation” of the platform on the ranking of buying traffic?

　　Consumers feel deceived, and businesses "love and hate" it

　　Recently, Qilu Evening News Qilu One Point reported that "the owner of a hot pot restaurant spent more than 70,000 on Meituan promotion, but was continuously punished by the platform". The store and the platform had their own opinions on whether there was a review of orders.

The report sparked heated discussions among citizens and netizens.

It has become a habit of many people to take a look at the platform recommendations and rankings before consuming, but how reliable are the high-scoring recommendations of these platforms?

　　Text / Film Qilu Evening News Qilu One Point

　　Reporter Meng Jie Qi Yunlei

　　Follow the "praise" to check in

　　Unexpectedly stepped on the "pit"

　　"I looked at people on the platform and said it very well. After I went there, it was completely different. The meat was not fresh and had a strange smell." Ms. Liu said that she went to Tianjin to find friends some time ago and wanted to eat Japanese hot pot. Open a certain platform and want to see recommendations.

A shop appeared on the search page and received a lot of praise. Ms. Liu did not hesitate to "kill the past" with her friends.

　　When she arrived in the store, Ms. Liu discovered that the actual situation was fundamentally different from the situation "described" on the platform.

This store not only has a very small passenger flow, but also has a lot of dishes.

"This kind of Japanese hot pot is usually dipped in edible raw eggs, which should be sweet, but the eggs provided by this store have a fishy smell. Abalones are worse than the three in the vegetable market for 10 yuan. "The two spent nearly 400 yuan and they didn't have enough to eat. Ms. Liu felt "extremely poor experience" with the recommendation of the relatively high store on this platform.

　　Following the platform recommendation to check in and step on the pit, Ms. Zhang also had an impressive experience.

"There is a dessert shop near Daming Lake. The photos and reviews from the platform are very good." Ms. Zhang grouped a two-person set meal on the platform. She chose a weekend afternoon to check in with her girlfriends, but found desserts after arriving. The quality is poor and the price is still high.

"I won't come to a store like this a second time." After leaving the dessert shop, Ms. Zhang also wrote a real experience on the platform.

　　Some businesses get high scores

　　Will also invite people to review praise

　　Mr. Wu (pseudonym), who has been in catering for 4 years, opened a new restaurant at the beginning of the year. In order to increase the restaurant’s exposure rate and increase the score on the platform, he has spent money on promotion.

"Counting it down, in less than a year, I spent nearly 100,000 yuan on a certain comment, and it was just buying traffic, not as free meals for the event." Mr. Wu said, if you want to be at the top of the platform , The score must be above 4.6 points. They will find the operating company to do the scoring. They are more professional, and the scores in the store will naturally rise.

In addition, Mr. Wu will also recharge on the platform and buy some "exposure" on a regular basis.

　　The agency operating company where Ms. Qin (pseudonym) is located is the company that Mr. Wu said that is responsible for platform promotion and helping the store to "upload".

"Platform agency operation is actually to help merchants achieve some results they want when they are more familiar with the rules of the platform." Ms. Qin told reporters that as a professional platform agency operation company, they understand the rules of the platform better and will follow The rules make the event more perfect, the sales volume is higher, and the score is higher.

　　In addition, Ms. Qin also revealed that some merchants will also find some third parties to adopt "manual intervention", that is, ask a big V to eat, and give feedback on the taste of the dishes after eating.

"Platforms and markets have rules." Ms. Qin said that this kind of "manual intervention" is prone to problems. It is necessary to study the rules of the platform as much as possible so that merchants can independently raise their scores to maximize online benefits.

　　Merchants "kidnapped" by traffic

　　"Love and hate" the platform

　　While the promotion platform provides convenience to consumers, it has also caused many complaints.

Netizen "ROWE" believes that some platforms take advantage of monopoly to promote high costs, harvesting merchants and takeaway delivery personnel.

Netizen "Dongfeng 41 Express" believes that it is very difficult for merchants to bid and promote if they do not pay for orders or charge up money.

　　Mr. Wu was also deeply moved by the comments made by netizens.

Since the platform has so many problems, why do businesses have to settle in and spend money on promotion?

In this regard, Mr. Wu can only use "love and hate" to express.

　　Mr. Wu said that although they knew they were "kidnapped" by the platform, they were also helpless.

Most of the customer groups are young people. They like to search on the platform with their mobile phones for dinner, and specifically select those restaurants with high praise and popularity, and especially like to check in online celebrity shops.

"I'm helpless, but I have to do it. If I don't become a customer, I can't find my shop on the platform." Mr. Wu said.

　　Mr. Wu’s restaurant has been in business for a year, and now both the traffic promotion fee and the operating cost are much less than when it first opened. On the contrary, the score and passenger flow on the platform are relatively more stable.

　　"Although online promotion is very important to the store, the final product is still to be promoted." Mr. Wu said that in the catering industry, only the quality and taste of the dishes can continue to be popular.

　　Ms. Qin also agrees very much with this point.

“Quality merchants don’t actually need to buy traffic.” Ms. Qin said that the natural traffic is not high and it is not realistic to rely on “manual intervention” alone. In addition, the herd effect of consumers is only temporary. The quality is good or not, within half a year You can see the difference.

　　Ms. Qin also said that “manual intervention” will cost a lot to continue to do traffic on the one hand, and on the other hand will face punishment from the platform, and the gains outweigh the losses.

Merchants want "longevity", they can do traffic in the short term, but in the long run they still rely on quality to win word of mouth.