When consumers shop, the experience from other consumers is often an important reference. To this end, the major e-commerce platforms have set up the corresponding “buyer show”, “recommendation show” and other content sections to guide consumers to release a comprehensive, rich and detailed evaluation.
However, the evaluation section, originally intended to promote a fairer consumer environment, is seen by some merchants as a channel to attract public domain traffic, thus giving rise to a grey business engaged in the production, release and upload of “buyer show” content. it is even used by lawbreakers to carry out online fraud.
Apply for a part-time job and fall into the membership fee trap.
While browsing a short video, Ms. Li was attracted by a part-time advertisement. The video text caption “recruitment to shoot models, high-paid positions, high-paid recruitment” means that you only need to take a few good-looking photos after receiving the clothes, and then publish favorable reviews with photos and videos for the corresponding products, and you can get the goods for free. Or earn another commission. With the mentality of trying, Ms. Li clicked on the registration link at the bottom of the video according to the video guidelines and left her phone number.
Subsequently, a person who claimed to be a staff member of the platform added Ms. Li’s Wechat, asking her to download an App, register and receive orders through the platform software.
Ms. Li scanned the staff’s moments and found that she posted a large number of posts waiting for orders every day, and each order could provide a commission of 40 yuan to 200 yuan.
However, when Ms. Li asked how to take the order, the staff member said that it was necessary to pay a training fee of 298 yuan first, and then the platform sent people to train online to teach them how to take orders, write evaluations, take photos, and so on. In order to make Ms. Li make up her mind as soon as possible, the staff member also sent many “peer” order-taking cases and revenue amounts, publicizing that the platform is rich in order-taking opportunities and can easily return the training fees.
Ms. Li paid the training fee and passed the training quickly. Just when she thought she could take orders to earn money, she found that what she could choose were small orders with a commission of several yuan, such as daily necessities, stationery, small toys, and so on. If she wanted to get large orders such as clothing, she still needed to pay a higher level of membership fee.
“these will not be disclosed during the early publicity, only telling you that you can make money by taking orders, but I did not expect that there is a threshold, and basically I need to advance the order.” Because she didn’t want to invest more money, Ms. Li, who only took a small order, managed to earn back 50 yuan in two weeks. She suspected that the so-called posting was a scam to collect membership fees.
Coincidentally, there are consumer reports, there are shooting platform in the name of rebate withdrawal, let the victim advance, and then for improper operation, cash withdrawal failure and other reasons, continue to guide the victim to invest money. However, it still shows that the task was not completed or the withdrawal failed, resulting in the victim being cheated out of more than 30,000 yuan.
According to the 2022 Douyin Anti-Fraud report released by Douyin recently, lawbreakers advertise for part-time fitting or models on the platform, and once users get in touch with them, they will be asked to download third-party brushing software, etc., and then be induced to brush and pay a “deposit”, and eventually be deceived.
Charge at both ends of the posting platform
The evaluation content released by part-time workers will eventually be presented as the consumer evaluation of the major e-commerce platforms, some of which may be selected by sellers and displayed in the “buyer Show” and other sections.
When the reporter called an e-commerce platform, the staff replied that the “buyer Show” included the buyer’s graphic evaluation, business topics, and good things experience, etc., which was released by the merchant after selection, and could be refined, set the top, and so on. Consumers can see the display of the content in the product drop-down page. At the same time, the other party said that the platform is currently unable to screen out false evaluations for the “buyer show” and can only troubleshoot abnormal praise data within a short period of time.
Cui Lili, executive director of the Electronic Commerce Research Institute of Shanghai University of Finance and Economics, believes that the “buyer show” is a voluntary and spontaneous sharing behavior of buyers after shopping, which has a certain role of drainage. Some merchants want to rely on the “buyer show” to attract more people to buy, thus spawning the business of producing the content.
However, these seem to be auction platforms that provide store content optimization services for sellers, which not only collect money from part-time workers, but also charge sellers accordingly. A “buyer show” racket platform said that sending orders can be divided into two types: free orders and return orders. Among them, the seller will provide the goods to the models, and they need to pay 48 yuan commission and freight, and the goods will be sent back after completing the appointment. The free shooting order means that after the model has completed the task of shooting, she can leave the goods directly without having to send them back. At the same time, the platform V1 level merchants also have to pay a commission of 10 yuan per order. After recharging 600 yuan to V3 level, the commission per order is reduced to 6 yuan.
It should be noted that in this process, merchants can not directly carry out single-line transactions with the models, but must issue orders on the platform and pay commissions, rebates and service fees in the form of recharge.
Cui Lili believes that commercialization will affect the objective position of the “buyer show”, thus affecting the normal judgment of consumers and hindering the orderly development of the market, especially on the online e-commerce industry. Businesses focus more on opportunistic marketing and may still end up getting consumers to foot the bill.
Multiple prompts to counter fraud
The reporter saw in a number of social accounts that photographed models that the content posted was unified and answered on the screen in a number of related topics. These accounts are often packaged as college students and mothers who have earned a fixed income by sending and shooting part-time jobs, and create the illusion that they can easily make money by collecting express deliveries and photo uploads in their spare time.
At the same time, the contents such as “the operation of the platform must be cost”, “joining for free is basically deceptive or there is no single connection” and “formal platforms are all for membership fees” have been repeatedly emphasized, instilling in people who want to take part-time jobs the idea that paying dues is taken for granted.
After the fraud of the sending platform was exposed, the short video platform also reminded the relevant keywords and content pertinently. The reporter searched “send photos” on Douyin and found that prompts such as “online part-time jobs need to be cautious” appear on the platform.
According to the 2022 Anti-Fraud report released by Douyin, the platform has banned 1192 advertising accounts and blocked more than 430000 fraudulent ads this year.
Police suggest that the “mailing models” scam is actually an upgraded version of the “part-time brushing” scam. While the victim is waiting for the clothes to be delivered, the swindler will induce the victim to brush a small amount and make a quick rebate to gain the victim’s further trust. Finally, the swindler will ask the victim to brush the order repeatedly to carry out the final fraud.
Cui Lili said that when consumers buy goods, the “buyer show” can only be used as a reference. Consumers who have purchased products should objectively reflect their true feelings when releasing the “buyer Show”, and should not provide false information because of rebate behaviors such as cash back and coupons, which will not only damage the rights and interests of other consumers. it will also have a negative impact on personal reputation, and in serious cases, they need to bear corresponding legal responsibilities.