After "Shuang 1 1" and various e-commerce promotion activities, many people are immersed in the joy of unpacking, and at the same time they have to face the choices given by the merchants: "Dear, give me a good comment and you will get a 3 yuan red envelope." In addition to the temptation of "favorable cash back", many users will also encounter the phenomenon that merchants take a fancy to favorable comments.
The China E-commerce Integrity Development Report released a few days ago clearly stated that "it is forbidden for e-commerce platforms to take similar behaviors such as' returning favorable comments'". The so-called "favorable cash back" means that consumers give favorable comments to sellers after completing online shopping transactions, and send screenshots of favorable comments to sellers, who then return a small amount of cash or shopping vouchers to consumers. This behavior widely exists in e-commerce platforms and many local service platforms.
Phenomenon 1: Compliment repeat customers with 2 yuan knockoffs.
Consumers who often shop online often encounter such a situation: if you give a good comment to the online store after purchasing the goods and give a screenshot to the customer service, the online store will directly return the coupons or cash to the consumers, which will be cheaper when you continue shopping next time. This kind of "praise and courtesy" and "praise and cash back" offer has been welcomed by many consumers, and many cottage products have also taken the opportunity to rank first in praise.
In an online shop selling brand-name sports shoes in Taobao, you can see Nike, Adidas, New Balance and other brand-name sports shoes, with a unified price of 238 yuan, and the business city is displayed as Putian, Fujian. Give praise to the store, match the photos, comment more than 10 words, and take screenshots to customer service, and consumers will get 2 yuan cash back.
Results More than 99% of the goods were well received in their evaluation, and the shops belonging to the same kind of goods had the highest favorable rate, and many of them also had physical pictures.
Mr. Li, a consumer who used to shop in this online shop, told reporters that he chose to shop in this shop only after reading the accumulated comments. However, after receiving the shoes, Mr. Li found that Nike shoes were fakes. Although shopping receipts, bank card bills, etc. Attached and disguised as Haitao, the shoes are different in color from the original products and belong to the cottage products.
Many consumers said that the evaluation of merchants is an important reference for shopping, and behaviors such as praising courtesy and praising return artificially influenced consumers' real evaluation of goods.
Phenomenon 2: "Praise" products have disappeared for two months.
Consumers will basically choose online stores from sales volume and favorable rate. Many merchants only sell one or two products for this habit of consumers, and attract consumers to give favorable comments through preferential cash back, favorable comments and courtesy. When consumers find problems after using it for a period of time, the online shop has already made a lot of money and closed down.
Consumer Mr. Zhao bought an iphone6 leather case in a "Everyday Up" communication equipment store in Taobao a month ago. "At that time, I chose this according to the favorable rating. Although it is not the highest, it also ranks in the top 5. " Mr. Zhao said. According to him, at first, the store sold two products, one was the leather case of iphone6, and the other was the silicone case, which sold 500 to 600 yuan a week.
With the mentality of giving it a try, Mr. Zhao bought a mobile phone holster. After receiving the goods, I found that the appearance was almost the same as the genuine product. What is important is that the product is accompanied by a paper-based "cash back from praise" gift certificate, with detailed instructions on how to praise it. You can get a cash refund from Alipay 2 yuan within 3 days of receipt. Being greedy for petty gain and cheap, Mr. Zhao praised the store and successfully got a cash refund from 2 yuan.
However, in less than a month, Mr. Zhao's mobile phone holster began to peel off and the plastic rings of several bayonets also fell off. When Mr. Zhao was preparing to complain about the store, he found that the goods he bought had been removed from the shelves, and the online store had been closed, so he could no longer find it.
Phenomenon 3: "Zanli" shifts from online to offline. There are 500 coupons for sale, and the price is 65438 yuan +00.
Praise and courtesy, praise cashback and other sales methods have been adopted by many online stores, which have more or less affected their own commodity sales. However, praise and politeness have now shifted from online to offline. The praise and courtesy previously marked on the web page are now sent to consumers together with the goods in the form of paper coupons. And paper praise and gift certificates have also become an industry.
In Taobao, there are 53 18 "compliments" * * results, most of which are paper coupons with compliments. The price of 500 coupons ranges from 9.9 yuan to 14 yuan.
In addition to earning favorable comments as a publicity page, coupons also have the function of a return registration form. Many consumers who are ready to return goods have naturally become the propaganda targets of "praise and courtesy".
Many consumers said that merchants' well-received and courteous coupons cast a shadow over Taobao's evaluation system, and the already mixed online shopping is even more difficult to distinguish between true and false.
Some netizens said that other forms are also quietly developing in unknown places. Reputation cashback is not only a form of card, but also a modest industry.
The purpose is to increase the sales and clicks of their own products and increase their weight. Let the product appear in the first row of your vision when searching.
Then the name of this commodity will change, the price will change, and even the whole commodity will become another commodity. Some netizens said that they once bought a ladies' belt, but when it broke, they wanted to buy another one. They found that the original order was changed to sell Ejiao. Some netizens pointed out that if you think that you have earned a cashback card for 3 yuan, then you are sloppy.
As the saying goes, if something goes wrong, there must be a demon. In fact, as long as you know the price of a treasure (including praise), you will know where the demon is. The military charges about 15 yuan (the data confirmed by the judiciary), but if you give the store a favorable comment, you only need to pay you 3 yuan. Don't think that you have earned it. You think you bought a headband, but in fact, people bought it with praise.
Evaluating online shopping products should be consumers' independent behavior. The true evaluation of consumers can also provide reference for other consumers. Online merchants prefer praise to bad reviews, which could have inspired them to pay great attention to quality and strive to provide quality services, thus gaining favorable comments from consumers.
However, many online merchants have come up with the idea of online commodity evaluation, such as organizing activities such as praise and courtesy, and returning cash to praise. Consumers will return cash or give gifts when they give praise to the goods. Some consumers are greedy and cheap, although the goods they receive are inferior and fake, they also give good comments to the goods. Some businesses face bad reviews from consumers and even threaten to intimidate consumers.
In this way, the online shopping evaluation that can regulate the behavior of merchants is no longer true, and it is played by some merchants, which seriously affects the construction of credit evaluation system, overhead the right to speak of consumers, and is a deception to consumers. "Reputation cashback" will not only harm consumers' rights and interests, but also be detrimental to the healthy development of e-commerce. What seems to be a "win-win" behavior will actually bring a "lose-lose" result.
Comments: Now, whether booking a hotel or online shopping, everyone will choose a business according to the evaluation, but sometimes the actual situation is far from the evaluation. "Reputation cashback" induces consumers to provide false evaluation, which will not only form unfair competition, but also mislead other consumers.
Knowing that bad reviews are suspected of violating the law, "returning praise and courtesy" also violates laws and regulations such as the Consumer Protection Law and the Anti-Unfair Competition Law. Do you know that?/You know what?
2065438+On August 25th, 2005, the Consumer Council of Guangdong Province officially issued an exhortation letter to Taobao, demanding that Alibaba strengthen supervision, resolutely and comprehensively correct these improper behaviors of merchants, improve the construction of credit evaluation system, and provide consumers with a safe and secure online shopping consumption environment.
Online shopping for many years, I believe that there are not a few consumers who give praise under the "intimidation and inducement" of merchants, but for suspected unfair competition, consumers and merchants seem to lack a little legal knowledge about "returning praise and treating each other with courtesy". It was not until the Guangdong Consumer Council stood up and sent an advisory letter to Taobao that consumers realized that their legitimate rights and interests had been eroded by themselves and businesses. The question now is, the illegal facts are clear, how to correct them next?
Rely on consumers? I'm sure consumers' awareness of rights protection has been greatly improved, but many times, under the temptation of interests (although only small profits), how many consumers will choose to resist the temptation to uphold the law? The bigger question is, how many consumers know that "preferential cash back" is suspected of being illegal? The popularization of legal knowledge has a long way to go in China.
Do you rely on merchants? First of all, "cash back from praise" involves the credit evaluation of merchants and the interests of merchants. At the moment when Taobao traffic is getting more and more expensive, praise is almost related to the life and death of the business. Relying on merchants to "break their arms" is tantamount to seeking fish from the edge of the wood. Secondly, resisting "preferential cash back" requires all merchants on the platform to act together, and collective behavior must be maintained by a system. Under the premise that Taobao and Tmall platforms don't have corresponding systems, it is doubtful how much personal actions play.
Commercial self-discipline is of course very important, but what is more important is the system construction and supervision of the platform. At present, Taobao has not issued a regulation prohibiting "returning praise", but this behavior violates consumers' right to know and is not conducive to the construction of social integrity, which is obvious. Therefore, at this time, the role of the platform is revealed. According to laws and regulations, the platform system is perfect and strictly implemented, so it is possible to purify this unhealthy trend.
At the same time, it also reminds consumers to resolutely resist the improper business practices of reciprocity and return praise, and not to become a tool for merchants to falsify because of coveting small interests. On the other hand, the Provincial Consumer Council issued an initiative to the society. In view of the serious situation that online shopping infringes on consumers' rights and interests, the regulatory authorities should take more effective measures to increase supervision; The media and all walks of life should actively participate and strengthen supervision. Everyone should unite and work together to crack down on the improper behavior of online merchants and create a safe and secure consumption environment.
However, the pain of the business "broken arm" will also be transmitted to the platform. To safeguard the legitimate rights and interests of consumers, we cannot rely on the self-discipline of the platform. What should Taobao do if it turns a deaf ear to the suggestions of Guangdong Consumer Council? At this time, the local industrial and commercial administrative supervision departments should keep up. Whether an individual brings a public interest lawsuit against Taobao or the media exposes this unhealthy trend, it is just an external force, which is not proportional to the strength of Taobao platform. Only when the regulatory authorities correct it according to law can this joint force be maximized.
Article 20 of the Anti-Unfair Competition Law stipulates that if an operator, in violation of the provisions of Article 8 of this Law, makes false or misleading commercial propaganda for his goods, or helps other operators to make false or misleading commercial propaganda by organizing false transactions, the supervision and inspection department shall order him to stop the illegal act and impose a fine of more than 200,000 yuan and less than 1 million yuan; If the circumstances are serious, a fine ranging from/kloc-0 to 2 million yuan may be imposed, and the business license may be revoked. Operators who publish false advertisements in violation of the provisions of Article 8 of this Law shall be punished in accordance with the provisions of the Advertising Law of People's Republic of China (PRC).
The governance of "returning praise" is a part of network integrity governance, and the main responsibility of the platform should be implemented. However, it is necessary to continuously promote technological innovation, improve the credit evaluation technology of e-commerce, and widely apply the new generation of information technology to credit supervision.
According to the relevant provisions of the E-commerce Law, the "cash back from praise" activity is an unfair competition, which infringes on consumers' right to know and is suspected of violating the Consumer Protection Law, the Anti-unfair Competition Law and other laws and regulations. In this regard, from the e-commerce platform to the regulatory authorities, they should do their due diligence in their own management and supervision, and manage "favorable cashback" according to law. Consumers should not covet petty advantages, be responsible for themselves and others, and resolutely resist unfair competition.