On March 4, Kuaishou E-commerce released the "2021 Kuaishou E-commerce Trust Building Annual Report" (hereinafter referred to as the "Report"). Trust ecology construction and governance. It is worth noting that the consumer trust index is included in the merchant recommendation system of Kuaishou e-commerce. According to the evaluation results of multiple dynamic indicators that affect consumer trust, merchants with a high trust index will receive more traffic recommendations and business rights protection.
On average, 2,600 illegal merchants are blocked from opening a store with a "vest"
In a business context, repurchase is an important indicator of trust as a consumer's second choice after shopping.
In September 2021, the repurchase rate of Kuaishou e-commerce exceeded 70%. Behind the data is the platform’s continuous high-pressure crackdown on behaviors that undermine consumer fairness and trust in the ecosystem.
The report shows that Kuaishou E-commerce has given full play to its own technical and algorithm advantages, and has realized the dynamic governance of the live broadcast e-commerce ecology by continuously optimizing the whole-process commodity monitoring mechanism and comprehensively squeezing the living space of inferior merchant anchors.
Throughout the year, the platform intercepted more than 62.44 million releases of suspected counterfeit and shoddy products, banned 210,000 illegal anchors and merchants, and the reporting rate of live broadcasts dropped by 8.96% compared with 2020.
After some low-quality merchants are cleared by the platform, they will again harm consumers' rights and interests by registering or replacing other "vest" accounts.
Since June 2021, Kuaishou E-commerce has officially launched an identification and interception system for “historically violating users to open new stores” to prevent expelled merchants from using “vests” to do evil again.
In the whole year, it intercepted about 500,000 applications for new store openings by historically violating users, and identified and intercepted 2,600 new store opening requests by historically violating users on an average day.
450,000 consumers participate in trust community governance in live broadcast rooms every day
The continuous enrichment and evolution of e-commerce formats not only increases the difficulty of governance of long-term problems in the industry, but also creates new risk scenarios in the form of fission.
Starting from the idea of social co-governance and building a trusting community, Kuaishou E-commerce has launched a series of socialized public evaluation projects in response to the governance pain points that affect consumption fairness, allowing consumers to participate in judgment and voting at any time during the process of watching the live broadcast.
Up to now, an average of 450,000 old irons participate in platform governance in the live broadcast room every day.
Different from traditional e-commerce platforms, how to ensure that the anchors do not carry "private goods" during the hours of oral broadcasts has become a difficulty in the governance of live e-commerce platforms.
In September 2021, Kuaishou E-commerce launched a special campaign against violations of oral broadcasts in live broadcast rooms, using intelligent means to instantly remind anchors of possible violations, and relying on consumers to supervise the “lying” behavior of anchors.
From September to December 2021, more than 15 million people participated in the polls related to the atmosphere of the live broadcast room and the anchor's oral broadcast. Among them, 2.27 million people voted for the content suspected of false propaganda in the live broadcast room, and the merchants and the anchor were punished 80,000 people in the same period. The rest.
More than 80 trust indicators are incorporated into the merchant recommendation system
As an advocate of trust e-commerce, Kuaishou e-commerce will focus on the infrastructure construction of trust ecology in 2021. It has completed 228 releases of various announcements, rules and industry norms throughout the year, realizing the refinement of the rules of trust ecology.
Kuaishou E-commerce will launch the service brand "Trusted Purchase" in 2021, and encourage more merchants to provide consumers with a number of after-sales service guarantee rights, including refunds, non-returns, and return shipping fees.
Merchants who have opened "trusted purchases" will be recommended by the platform according to the merchants, so that the merchants have more opportunities to gain exposure.
In 2021, nearly 5 billion orders will be covered by Kuaishou e-commerce's "trusted purchase" guarantee, and the willingness of consumers who have enjoyed the guarantee of "refund and no return" will increase by more than 20%.
Correspondingly, consumers' satisfaction with after-sales service processing was 95%, and the platform involvement rate of after-sales disputes between consumers and merchants was 0.07%.
At present, Kuaishou E-commerce has started to add consumer trust index to the merchant recommendation mechanism.
The higher the trust index, the more exposure and operating rights the merchant will have.
As an important credential for merchants to obtain platform recommendations, the trust index covers more than 80 dynamic evaluation indicators in terms of product quality, service quality, anchor attitude, product experience, after-sales guarantee and social evaluation.
"The fluctuation of the trust index is the dynamic feedback of consumers in various consumption links such as shopping, buying, receiving, using, and serving, and it is also the basis for guiding businesses to improve their operations and better serve consumers." Luo Qiong, head of Kuaishou e-commerce experience He said that the ecological construction of trust e-commerce should not only reduce the violation of consumers' rights and interests through the active intervention of the platform, but also make trust truly become a visible and tangible benefit, so as to encourage businesses to operate in good faith and better Serve the vast number of consumers.