The return of high praise shakes the foundation of online shopping
2021-12-24
On December 21, Taobao announced that it would clearly regulate the behaviors such as "cash back from praise" and "coupons back from praise", including not guiding buyers to "praise" with material or monetary commitments. This new regulation will take effect on December 28. The so-called "return of praise" is an act of buying consumers' praise in disguise. Put a small piece of paper in the package of online shopping. As long as "five-star praise" plus graphic evaluation, you can return some cash, which seems to be a normal thing for people who are keen on online shopping. This year, the uproar over the banning of Chinese merchant accounts by Amazon, an American online shopping website, also stems from this. As of September, Amazon had completely stopped the accounts of 600 brands and 3000 sellers in five months. The important reasons for the title are "improper use of the comment function", "asking for false comments from consumers" and "manipulating comments through gift cards". The reason why "return of high praise" is surrounded by some standardized shopping platforms is that it creates a co loss situation. First of all, "return of high praise" is unfavorable to consumers. Online shopping is different from physical stores. Consumers have no access to goods and rely on the graphic display of sellers and the evaluation of previous buyers. If a commodity is full of false praise, it will greatly mislead consumers. This infringes on consumers' important legal rights such as the right to know and the right to fair trade. In addition, the cost of cashback is the wool on the sheep, which will eventually be diluted to every consumer. Secondly, "cash back from high praise" is unfavorable to businesses. "Return of praise" has been a gray area for many years, which is often restrained by policies, regulations and platform rules. If the policy is strict, businesses will converge; Loose supervision, businesses have no scruples. Here, not to mention that the "return of high praise" has added additional business costs to businesses, the risk of being blocked at any time is enough to make some businesses "overwhelmed". It's not easy to operate an online store. It requires a lot of time and energy. This time, many businesses said that the accumulation in the past few years has gone to naught. Thirdly, "return of praise" is unfavorable to the platform. Online shopping is based on trust, which is not only the trust of merchants, but also the trust of the platform. If the credit evaluation painstakingly built by a platform is based on falsehood, the attraction of the platform to consumers will be greatly reduced. Finally, the "return of high praise" is unfavorable to the overall market environment. Credit is the basis for the emergence and continuation of modern commerce. It includes not only subjective honesty - adhering to the concept of fair trade, without other fraudulent intentions and purposes, but also the fulfillment of commitments objectively. If a society's business behavior has a subjective motivation to buy untrue evaluation from the beginning, how can such a market environment reassure people? Since the reform and opening up, China's economy has been increasingly integrated into the world's industrial chain and supply chain. It should be done to abide by regulations and operate legally. Otherwise, things like Amazon's title will continue to happen. There are many disadvantages of "return of high praise", but it can be popular. The reason is that some consumers return their blood through "return of high praise" to reduce shopping expenses; The merchants have accumulated a large number of "high-quality praise" in a short time, which is a great impetus to the follow-up sales; At the same time, the platform can also make a lot of money by extracting commissions and flow fees from transactions. In this regard, Article 17 of the new e-commerce law of the people's Republic of China stipulates that "e-commerce operators shall not conduct false or misleading business publicity by means of fictitious transactions and fabricated user evaluations, so as to deceive and mislead consumers"; The e-commerce law implemented in January 2019 clearly stipulates that fictitious transactions and fabricated evaluations are prohibited, and the platform is required not to delete evaluations; In August this year, the State Administration of Market Supervision issued the provisions on the prohibition of unfair competition on the Internet (Draft for public comments), which also clearly stipulates that operators shall not induce users to make specified evaluations by means of cash return, red envelopes, cards and coupons. In the long run, "return of praise" is tantamount to drinking poison to quench thirst, and it hurts everyone. Whether online or offline, if businesses want to operate for a long time, they ultimately rely on commodity quality and service; Whether the platform can survive for a long time also depends on strength and credit. Therefore, policies and platforms should work hard to control the persistent disease of "return of praise". (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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