Economic Daily commented that "60000 people are helping big V to fight more 'cutting mobile phones'": why doesn't the platform express the probability
2022-03-23
A bargain activity with 60000 onlookers sent pinduoduo with 800 million users to a hot search: Recently, an anchor launched pinduoduo's "cut a knife" free mobile phone activity during the live broadcast, forwarded the bargain link to multiple QQ groups, and attracted more than 60000 onlookers. However, after the 2-hour live broadcast, the bargaining still failed. Soon, there were voices mocking pinduoduo's "liars". What hot search didn't say was that after the live broadcast, the bargaining link was still valid, and QQ users were bargaining for the anchor. After about two hours, the bargaining was successful, and the anchor had exchanged his mobile phone that night. In addition, it is understood that among 60000 netizens, more than 2000 actually haggled, and only a few hundred people helped the anchor effectively haggle, leaving aside the "wool party" and other invalid haggling. Therefore, the hot search of "60000 people failed to bargain" is different from the fact. In fact, hundreds of people "hacked" a mobile phone worth more than 2000 yuan in about four hours. The contrast between facts and public opinion puts forward a new topic of how enterprises face the big V cameras and how cameras supervise enterprises. In the new media era, camera supervision is always online. Some big V fans can reach millions or tens of millions. Whether they are for traffic or the pursuit of justice, their disclosure objectively makes every move of the enterprise tested in the spotlight. Enterprises with good performance can gain praise, while those with poor performance may trigger public opinion. However, the operation behavior and service level of the platform sometimes can not stand the test. Take promotion as an example. Whether it's pulling users to bargain for free goods, or collecting 10 orders for free and Jifu word dividend package, it's essentially a platform that exchanges subsidies for traffic. Users also know that there is no free lunch on the Internet. When they participate in activities, they are ready to pay the price of time, traffic and contacts. As long as there is a word in advance, even if it is only one in 100000, consumers will not complain. The problem is that the platform should not only attract users but also control costs. It often chooses fuzzy processing, which only emphasizes the benefits, but does not express the probability geometry, resulting in the failure of consumers' expectations. China Consumer Association has issued consumption tips, pointing out that there is a lot of water in e-commerce promotion. Some consumers have grabbed more than 900 red envelopes on a platform, but the actual preferential amount is less than 10 yuan; Some platform promotions may set hidden thresholds on the consumption period, commodity categories and consumption amount, which discount consumers' right to know. To solve this problem, we need to improve the industry rules, comply with the legal provisions and respect the demands of consumers. According to the Interim Provisions on regulating sales promotion issued by the State Administration of market supervision, operators should clearly announce the types of awards, participation conditions, bonus amount or prize price, number of awards or winning probability and other information before award-winning sales. In case of price reduction and promotion, the lowest transaction price within seven days before the promotion shall be taken as the benchmark. This provision has been implemented for nearly two years, but various irregularities still exist, affecting the consumer experience. Pinduoduo's hot search reminded all businesses that compliance management must be normalized. Maybe next time, there will be an anchor with a camera on. To think about this level, we can only further improve the activity process and rules, optimize the activity guidance, improve the activity experience and serve every user well. In recent years, more and more news comes from big V disclosure or general disclosure forwarded by them. Most of these revelations have promoted the rectification of the industry, and a few have become nonsense farce. Big vs play both the role of consumers and we media, and actively exercise the right of supervision, which is conducive to forcing the platform and operators to operate in good faith. It should be recognized that the greater the influence, the greater the responsibility. When the big V exercise the power of supervision, it is more necessary to guide reasonable questioning and provide valuable rational analysis based on facts, so as to jointly promote the pattern of consumer rights protection and social co governance. (Xinhua News Agency)
Edit：Li Ling Responsible editor：Chen Jie
Source：Business Daily
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