The live broadcast of goods urgently needs to be standardized and enter the track
of the rule of law . The China Consumers Association issued the "618" Consumer Rights Analysis of Public Opinion Analysis Report. The lack of responsibility and quality awareness of the platform attracted attention.
● The "618" Consumer Rights Analysis Report released by the China Consumers Association recently believes that the lack of platform responsibility awareness and quality awareness in the hot live-broadband marketing scenario deserves vigilance.
● It is recommended that by implementing legal responsibilities, all parties involved should perform their own duties to promote the speed of live broadcasting and bringing goods into the rule of law. At the same time, it will play an active role in social governance and industry self-discipline, promote unified live broadcast and delivery procedures, improve the live broadcast and delivery assessment system, effectively demarcate the rule boundaries, and effectively protect the legitimate rights and interests of consumers
● Whether it is a giant platform that is defended or a new online sales force, you must "dance" within the boundary of legality and rules. The e-commerce platform should face up to the new demands and new trends of consumers in pursuit of quality, and effectively improve the industry's comprehensive service capabilities and service levels, so as to jointly promote the acceleration of the economic recovery and recovery cycle on both sides of supply and demand.
□ Our reporter Hou Jianbin
The annual "618" has come to an end, and it is not surprising that each e-commerce platform has once again refreshed the transaction record: according to the sales data released by Tmall and JD.com, the cumulative orders placed by the two e-commerce platforms reached 6982 during the promotion period. 100 million yuan and 269.2 billion yuan, both set new records.
However, behind the carnival is still full of slots. In the unusually popular live broadcast, the product quality is not right, and the platform anchor is criticized for selling "three no" products, fake and shoddy products to netizens; some stores use coupons as bait to guide consumers to join their store members. The practice of collecting users’ mobile phone numbers and accurately pushing the messages of holiday gimmick advertisements has become a "mouse" across the street... The "618" Consumer Rights Analysis and Public Opinion Analysis Report (hereinafter referred to as the "Report") released by the China Consumers Association believes that the hot live broadcast brings goods In the marketing scenario, the lack of platform responsibility awareness and quality awareness is worthy of vigilance.
Zhu Cambridge, Secretary-General of the China Consumers Association, pointed out that compared with consumers’ positive response to the new format and new model of live broadcast delivery, some live broadcast delivery platforms are “spoiled for their new retail and new formats” "Use the temporary absence of rules and standards to arbitrarily pass on the cost of collective trial and error in the industry.
To this end, Zhu Cambridge suggested that by implementing legal responsibilities, all parties involved should perform their own duties to promote the live-broadcasting of goods into the rule of law. At the same time, it will play an active role in social governance and industry self-discipline, promote unified live broadcast and delivery procedures and operations, improve the live broadcast and delivery assessment system, effectively demarcate the rule boundaries, and effectively protect the legitimate rights and interests of consumers.
Loss of platform responsibility awareness
Urgent need to improve the evaluation system
According to reports, the China Consumers Association has used the Internet public opinion monitoring system to conduct network monitoring and analysis of relevant consumer rights protection from June 1 to 20. The monitoring found that the negative information on consumer rights protection during the "618" promotional activities this year was concentrated in the "live broadcast with goods" category.
"On May 1, under the propaganda of four anchors with goods, I bought a 1999 yuan Gree air conditioner on a certain platform, which was marked as shipping on May 28." Some netizens said that they could wait until May 28 However, the delivery date was changed to May 30, but two days later, there was still no delivery. After asking the customer service, the customer service simply replied "please be patient". On the evening of June 16, the store directly cancelled the order and refunded it.
The China Consumers' Association believes that live broadcasts without delivery are just one of many chaos. The "Report" disclosed that during the monitoring period, more than 110,000 pieces of negative information about "live streaming" were collected. "Slot" is mainly focused on: Live broadcast goods merchants fail to fully fulfill the obligation of publicity of license information; some anchors, especially "star anchors", are suspected of having illegal publicity issues such as the promotion of product efficacy or the use of limit words during the live broadcast shipment; The product quality is not correct, the platform anchor peddles "three noes" products, fake and shoddy products, etc. to the netizens; the live broadcast brushes the fan data and the sales volume to counterfeit the "killing young"; after-sales service is difficult to guarantee.
Live broadcast and delivery of goods is the practice of the retail industry and the Internet's innovative "method of getting along", and it is also the result of the cross-border integration of marketing and information dissemination. How to transform the consumer demand of the large market into the supply-side innovation kinetic energy as soon as possible is an important starting point to promote the recovery of consumption and boost economic development. Against this background, some anchors and platforms with goods are untrustworthy and fooling first, and their lack of sense of responsibility and quality is particularly worthy of attention.
In this regard, Zhu Cambridge suggested that through interpretation and empowerment, legal supervision and the establishment of industry norms and other channels to promote and restrict the live broadcast of goods into the rule of law. By clarifying the basis of rights and obligations subjects and the path of regulatory rights protection, let the law enforcement subjects "grow teeth"; at the same time play the positive role of social governance and industry self-discipline, promote the unified procedures and operations of live live goods delivery, improve the live live goods delivery evaluation system, and effectively delineate Rule boundary.
Price war becomes a must-have
Rights protection mechanism needs innovation
Potatoes purchased at 1.3 yuan per catty can be sold for 6 yuan. On June 17, @北京日报微博 released a case of price punishment for driving up prices. For a business merchant who violates the law of driving up prices, the Beijing Dongcheng District Market Supervision Bureau plans to fine more than 100,000 yuan.
The official report stated that since the outbreak of the new epidemic, the market supervision department has focused on law enforcement of prices of necessities such as vegetables, and seriously investigated and dealt with illegal activities such as hoarding, falsifying and disseminating price increases, and raising prices. Outcry against attempts to fish in troubled waters and raise prices.
In fact, part of the public opinion related to prices during the "618" period was affected by the epidemic situation in the new place, some consumers reflected the increase in prices of fruits and vegetables, information about the prices of vegetables and fruits and market supervision departments to investigate and deal with price violations, and the other part was Most of the public opinion in the price category in online shopping points to keywords such as "price reduction" and "refusal to insure prices". Online shopping products depreciate too quickly, triggering strong dissatisfaction among purchased consumers.
According to the public opinion monitored by the China Consumers Association, the price concession rules of the major e-commerce platforms of “618” this year are relatively simple and clear. However, in certain specific personalized scenarios, such as tens of billions of subsidies, large consumption coupons, and super discounts, it seems to have become a gimmick for "please enter the urn", leaving people with a negative feeling of "promising promises, unrealistic promises" .
The "Report" believes that driven by interests, the relationship between all parties in online marketing is more complicated and tense than in the past due to the "extreme appeal" of the "extreme period". Through subsidy wars and price wars to grab traffic and grab customers has become a "must-kill". . Under the new competitive landscape, due to the old routine of price wars, the platform's goodwill, the legitimate rights and interests of consumers, and a good experience of the "multi-lost" scenario reappear, which should arouse enough vigilance from all parties.
In this regard, the China Consumers Association called for innovation in the online consumer rights protection mechanism, through the establishment of an online promotion consumer complaint publicity system, and the "red and black list" to force companies to standardize their behavior and conscious integrity. Establish and improve the integrity evaluation mechanism of promotional prices, red envelope discounts and other behaviors in online promotional activities, complement the shortcomings of online shopping consumer rights protection and social co-governance, and review the fan evaluations, reports, and investigation and punishment information of the regulatory department after careful verification Into the evaluation system, the platform, merchants, Internet celebrities, etc. with serious illegal circumstances and more tainted information are pulled into the "black list", and the online platform with strong rule awareness and objective evaluation by consumers is pulled into the "red list". The combination of market supervision and consumer rights protection fully protects consumers’ legitimate rights and interests such as the right to know, the right to choose, and the right to fair trade.
Serious personal information leakage
Spam bombing frequently
"It used to be "Double 11" to have text messages bombed, but now we have an event bombing once a month." What annoys more people is that they were harassed by various types of spam text messages one month before the big promotion. . The "Report" shows that from June 1 to June 20, negative information such as advertisements and text message harassment showed a slight fluctuation growth trend.
In the context of the continuous improvement of personal information legislation, how do businesses achieve accurate bombing? According to industry sources, some stores use coupons as bait to guide consumers to join their store members, so as to collect users' mobile phone numbers and accurately push advertising messages for their holiday gimmicks.
"Report" analysis believes that some consumers' frequent bombardment of text messages, accurate product recommendations and other "uncancellable harassment" has gradually changed from the initial inconvenience to "this can be occasionally." Behind this change, although there are consumers who are “really useful” for some promotional information, more of it reflects the powerlessness that cannot resist harassment and the resulting “prevention of conscious fatigue”.
Zhu Cambridge believes that in the frequent and precise bombing of SMS promotions, the phenomenon of consumers "preventing fatigue of consciousness" and "choosing default infringement" is worth noting. "Accelerate the advancement of the consumer personal information protection legislation process and carry out various forms of publicity, education, and guidance activities to achieve a'high wake-up' of consumer awareness of personal information protection."
"Through the improvement of legislation to clarify the attributes of personal consumption data and the legal use of boundaries, and effectively increase the protection of consumers' personal information." Zhu Cambridge suggested that both relevant mechanisms and specific measures for the protection of personal consumption information should be adopted and passed Carry out various forms of publicity, education, and guidance activities to create a strong atmosphere for protecting personal information according to law, and guide every consumer to be the first "gatekeeper" of personal information.
"Due to the prevalence of leakage of personal information of consumers, consumers are no stranger to frequent bombing of SMS." Hua Guoyu, an associate professor at the Law School of the People's Public Security University of China, also believes that in recent years, many people have been "Acceptance" is obviously higher than in previous years, and the protection of consumer personal information is extremely important to foster a healthy and orderly market.
Hua Guoyu said, "In addition to encouraging ordinary consumers to actively protect their rights against SMS harassment, relevant government departments should also take the initiative to act." After all, in the era of big data, personal information is easy to obtain, but it is difficult to trace the source of the information leak. . After a citizen’s personal information is leaked, even if the leaker knows the hazards, he lacks protection channels and rights protection resources.
"In addition, we should also be alert to the crime of citizen information derived from the collection of citizen information by businesses." Hua Guoyu said that in January 2019, the Ministry of Public Security deployed a special operation of "Net Net 2019" to organize public security agencies across the country in accordance with the law. Cybercrime is severely cracked down. As of October 31, 2019, the police had detected 2,868 cases of violations of citizens' personal information, seized 1,263 million pieces of citizen's personal information, and arrested 7,647 suspects.
Red envelope activities
Consumer confidence needs to be boosted
Red envelope activities have always been a common method used by major e-commerce platforms to attract users and increase sales. "Report" also disclosed that during the monitoring period, a total of 31,651 pieces of negative information about shopping red envelopes were collected, mainly related to the problem that the amount of red envelopes is too small and the red envelopes are not accounted.
The "Report" revealed that the red envelope activities that consumers vomit more mainly include: platform stacking cake activities, some users' red envelopes have not arrived, "waiting 10 working days for review, perfect miss 618"; in merchant promotions, there are consumers It reflects "the event grabbed more than 40 red envelopes and opened only more than 10 yuan, full of sense of loss." Some users also report that "more than 900 red envelopes are only 8 yuan."
The industry believes that in a stage of relying on new play to rebuild a new model, a period of unsettled competition, it is still a merchant to use red envelopes to "invite" consumers to participate in the platform to promote interactive "games" and then refresh the transaction record. Required.
The "Report" believes that consumers are disappointed with the platform's red envelope game rules, although there is a psychological effect of "scrapping wool", but the main reason is that some platforms have promises and credibility. From the perspective of business, similar untrustworthy behavior will undoubtedly cause the "consumer confidence value" to be continuously consumed.
The Consumers Association believes that from the perspective of the establishment and improvement of the social integrity mechanism, this “light promise” from the beginning of consumer interaction may penetrate into multiple dimensions and fields, and then invade the healthy body of social integrity. Arouse vigilance.
In this regard, the China Consumers Association recommends that we strengthen training guidance and extensive supervision of e-commerce platforms, and stick to the appearance of violations of laws and regulations, overlord clauses, and exotic rules. On the one hand, through different methods such as administrative guidance, training of laws and regulations, and warnings of typical cases, the awareness of different e-commerce entities on relevant laws and regulations will be enhanced to make them "know rules and clear boundaries".
On the other hand, through various forms of online promotion “monitoring whistle” combining normal time with specific time nodes, netizens’ complaints and law enforcement supervision, etc., comprehensive monitoring and monitoring of various online consumption scenarios are realized, and violations of laws and regulations, overlord clauses , Exotic flower rules, etc., stick to the outcrop and fight, to avoid suffering from carbuncle.
In addition, online shopping encounters counterfeit and shoddy is one of the hot spots that netizens reflect strongly. "Report" also disclosed that during the monitoring period, a total of 8735 pieces of negative information about the App (the online shopping community launched by Shanghai Shizhuang Information Technology Co., Ltd.) were collected, mainly involving counterfeit and shoddy, identification fees, coupons and other issues.
"In recent years, the Ministry of Public Security has published a series of typical cases of infringement of intellectual property rights and food safety crimes, and there are many cases of using e-commerce and micro-commerce platforms to commit crimes. The public security department pays close attention to the use of counterfeit and shoddy problems that spread to the Internet. E-commerce platforms such as counterfeiting and sale of counterfeit products have strengthened risk investigations and strengthened online and offline joint crackdowns, and have achieved a series of results." Hua Guoyu pointed out that e-commerce companies, third-party payment platforms and other companies should take the initiative to find weak links 1. Closing loopholes in a timely manner and providing timely support to public security organs in fighting crime.
The China Consumers Association believes that behind the rising data of "618", it is upstream and downstream, production, supply and marketing, and the coordinated resumption of production of large and medium-sized enterprises. It is the release of the huge potential of the domestic consumer market. At the same time, it should also be an e-commerce platform channel, The body "sinks" fully interacts with the consumer's personalized and subdivided quality consumption demand "enhancement".
The China Consumers Association pointed out that under the situation of the multi-border e-commerce situation, the overlord clauses and “wonderful rules” that appeared blatantly on individual shopping App platforms deserve vigilance.
"Whether it is a defended giant platform or a new online sales force, you must'dance' within the boundaries of legality and rules." Zhu Cambridge said that e-commerce platforms must face up to consumers' new demands and new trends in pursuit of quality. Effectively improve the industry's comprehensive service capabilities and service levels, and add luster to the supply and demand sides to jointly promote the economic recovery cycle.