The referee is also an athlete. Who will evaluate the "third-party evaluation"?
2022-07-11
"I didn't expect to follow the evaluation and buy it." Recently, in order to buy a car toy for her son, Bao Ma Sisi read several evaluation notes, and finally placed an order for a blogger's "strong grass planting style". When she opened it, she found that the product was of poor quality and pungent smell. With the vigorous development of e-commerce, a large number of "evaluation" platforms and bloggers came into being. With professional and neutral labels, they give shopping suggestions by analyzing and comparing the quality and price of goods. However, the reporter found that the testing methods and standards are diverse, and the evaluation quality is uneven. In addition, third-party evaluation is deeply tied with businesses, disguised goods, false evaluation... Various operations not only cannot help consumers make correct judgments, but also affect the normal market order. For the same face cream, the evaluation results of the two companies are diametrically opposite "Popular sunscreen red black list", "open box evaluation of versatile shirts", "lightning protection guide for online popular snacks"... On a social platform, the reporter entered "evaluation" to search, and found more than 6 million relevant notes. From cars and computers to ice cream and hairpins, almost everything is involved. According to the list released by a short video platform, 189million users watched the unpacking evaluation video on the platform last year, and more than 70% of users took the evaluation as an important reference for their consumption. "Consumers' personalized needs are increasing, but they lack the time and experience to choose and buy, so the third-party evaluation that hits the pain point has quickly become popular." Pan Helin, CO director of the digital economy and financial innovation research center of the International Union Business School of Zhejiang University, told reporters that professional and fair evaluation is worth encouraging. Horizontal comparison of products through scientific methods can not only provide decision-making reference for consumers, reduce trial and error costs, but also constitute supervision for enterprises, so that good products stand out. However, the reality is different. Jiawen, who often watches various evaluation videos, seems to run counter to the current evaluation industry. During the "June 18" period, an evaluation blogger concerned by Jiawen checked 12 face cream. By testing the effects of moisturizing, whitening and anti-aging, it was concluded that a certain face cream "has sufficient effective ingredients and high cost performance". Another blogger examined the texture, irritation and additives of the product. The same face cream was ranked first on the blacklist because it "has preservatives, thick and heavy, easy to stuffy acne". Facing the evaluation with different results, Jiawen was even more confused. Due to the lack of standards and thresholds, there are various evaluation methods on the market. The reporter found that some institutions issued test reports on various indicators of products in order to highlight professionalism; Some institutions take "authenticity" as their selling point to "try" or "try"; There are also some evaluations that judge commodities only by personal likes and dislikes, without any professionalism. It's called evaluation. In fact, it's marketing, goods taking and cash realization Sisi found that in the past two years, Taobao stores have been opened on the evaluation platforms she often visited, and many evaluation bloggers have also set up mall portals and posted purchase links on social platforms. Combined with her experience of buying problematic goods with the evaluation, she can't help but doubt that this is "advertising in disguise, selling what is good". "Evaluators play the dual roles of athletes and referees." Shen Lin, a former evaluation blogger, told reporters that "third-party evaluation" is not a public benefit sharing, and practitioners often cooperate with businesses to make money. "It is often some small brands that can get the affirmation of the evaluation, but the real big brands with good quality control ability are criticized by all kinds of people." Shen Lin said that generally speaking, most of the first-line big brands do not lack distribution channels, and it is difficult for evaluation platforms to obtain agency rights and purchase price concessions, so they turn to low-profile brands and hype them up. In order to pack cooperative brands, evaluation will generally avoid the important and take the light. "Only evaluate the individual advantages and characteristics of this product, such as recommending a shampoo with strong cleaning power, only highlight its anti dandruff effect, and never mention that it will make the scalp dry and itchy." Shen Lin said that what's more, the qualified products were sent for inspection to obtain the certification report and displayed on the commodity page, but the defective products were mixed in the actual sale. In recent years, the false evaluation and malicious public relations brought by "supporting testing with business" have often attracted attention, and relevant cases have been exposed. In 2020, the "little safflower evaluation" obtained the test results unfavorable to a Biotechnology Co., Ltd. in Guangzhou by setting unreasonable comparison conditions, thereby reducing the goodwill of competitors. Finally, it was fined 100000 yuan for commercial slander. In March this year, a digital blogger with more than 100000 fans was found to have publicly released a series of negative comments on a number of mobile phones and tablets of a brand without actual evaluation, and was sentenced to compensation of more than 86000 yuan. The industry needs self-discipline and supervision should keep up The "third-party evaluation", which should be independent of both parties of the transaction, binds the interests of businesses, which is not conducive to consumers to make rational choices, but misleading, disrupting the market order and contributing to the wind of unfair competition. Lawyer Guo Chaowen, executive director of Beijing Bopu law firm, said that if operators conduct misleading business publicity through false evaluation, or deliberately discredit other products in evaluation activities, they are suspected of violating the anti unfair competition law; If the evaluation is carried out for the purpose of advertising, "false evaluation really brings goods", it may also violate the advertising law. In November 2021, the measures for the administration of Internet advertising (Draft for public comment) issued by the State Administration of market regulation clearly stated that those who promote goods and services through Internet media in the form of competitive ranking, news reports, experience sharing, consumption evaluation, or other forms with shopping links should be marked with "advertising". "The platform is responsible for regulating evaluation institutions." Guo Chaowen said that relevant platforms such as webcast, short video and social networking should be well guided and should not only focus on traffic and act as the "umbrella" of the evaluation industry. For the registered evaluation account, it is necessary to strengthen the filing management and the review of works on the shelves. After discovering the acts of promoting marketing and disparaging opponents, it is necessary to immediately block the illegal information, so as to ensure that consumers are not misled. Pan Helin believes that the key to governance is to make the evaluation more transparent. "Evaluators need to announce the relationship with the brand and avoid relevant products. While the industry strengthens self-discipline, the relevant departments should establish a perfect complaint response mechanism, correct the infringement behavior fed back by consumers in time, and guide the industry to return to its original intention of fairness and objectivity." (Xinhua News Agency)
Edit：He Chuanning Responsible editor：Su Suiyue
Source：Worker Daily
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