China News Network, March 3 (Zhongxin Financial Reporter Xie Yiguan) On March 21, the China Consumer Association released the "Investigation Report on the Impact of "Third-Party Evaluation" on Consumer Rights and Interests".
According to the report, after conducting an experiential survey of a total of 12 "third-party assessment" accounts on 350 Internet platforms, it was found that 93.1% of the "third-party assessment" were suspected of having problems with evaluation standards, among which there were many subjective evaluations that lacked evaluation standards; 55.7% of the "third-party assessments" were suspected of having a model that integrated commercial testing and commercial maintenance testing, and it was difficult to ensure impartiality; 37.2% of consumers reported that the products purchased through watching the "third-party evaluation" had quality problems; 35.7% of the "third-party assessments" had suspected false evaluation problems.
According to the China Consumer Association, at present, there are many "third-party evaluation" accounts in the market, there are various evaluation methods and standards, and the quality of evaluation is uneven. A small number of third-party evaluations not only fail to help consumers make correct judgments, but also affect the normal market order, and unscientific, unfair and non-objective "third-party evaluations" cause serious interference with production and consumption. The constant chaos has aroused consumer concern and concern from all walks of life. To this end, in the second half of 2022, the China Consumer Association organized and carried out the investigation and analysis and supervision of the impact of "third-party evaluation" on consumer rights and interests.
The survey shows that consumers have a high degree of understanding of "third-party assessment", especially among young and middle-aged groups; Nearly eighty percent of consumers watch "third-party evaluation" works before shopping; The most applicable categories of "third-party evaluation" are digital home appliances and beauty and skin care; Product evaluation works with clear specifications, models and parameter standards such as digital home appliances have high credibility; "Third-party evaluation" on Internet platforms with strong social attributes has more problems than "third-party evaluation" on e-commerce platforms.
The report mentions that consumers will watch "third-party reviews" before shopping, and the main motivation is to understand the real experience and select the most cost-effective products; Professional works are more popular with consumers, and more than ninety percent of consumers recognize the works and professionalism of "third-party evaluation" bloggers or teams; Nearly ninety percent of consumers will recommend "third-party evaluation" works and products to others, and more than seventy percent of consumers will stop paying attention to such works due to some negative information; In response to the situation that consumers have experienced quality problems in the goods purchased by watching the "third-party evaluation", more than ninety percent of the respondents believe that the evaluator should be responsible for the evaluation results.
The report also announced ten typical cases found in this supervision investigation: the Douyin account "Little Red Flower Evaluation" and the Kuaishou account "Coke's Unboxing Diary" lacked evaluation standards; Watermelon video account "Back and forth play machine" independent evaluation standards; Kuaishou account "Xiaoyang Digital Circle" evaluation standards are inconsistent; Kuaishou account "Wanting xixi" and Xiaohongshu account "Meow Dadada" are suspected of false evaluation - exaggerated propaganda; The Douyin account "Xiaosi is 150" is suspected of false evaluation - the evaluation product does not match the real thing; Station B account "Jinhuizhi" is suspected of false evaluation - unfair competition; The Douyin account "Soft Daddy Evaluation" and the B station account "Devon is coming" are suspected of commercial advertising.
The report pointed out that the entire "third-party evaluation" market is in the early stage of development, with low entry thresholds, scattered characteristics of market participants, and accounts with legal person backgrounds accounting for only 23.4%.
Based on the results of this evaluation and survey, the China Consumer Association put forward three suggestions for the development of "third-party evaluation": first, government supervision, industry self-discipline, and social supervision should work together to set industry entry thresholds and increase market supervision; Second, the platform party needs to conduct account identity authentication and strengthen the review of problem accounts; Third, consumers need to improve the identification of evaluation works and refuse to "only evaluate but not test". (End)