“买家秀”沦为“生意场” 寄拍平台借机设陷阱

科技 6个月前 工人日报
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部分商家想要依靠“买家秀”来吸引更多人购买,从而衍生出生产该内容的生意。然而,这却被一些平台用来欺骗用户:营造利用业余时间收快递、拍照上传就能轻松挣钱的假象,引诱人下载App并注册,然后要求不同等级会员交费,让用户蒙受损失。

消费者购物时,来自其他消费者的使用体验往往是重要参考。为此,各大电商平台都设置相应的“买家秀”“种草秀”等内容版块,引导消费者发布全面、丰富、详细的评价。

然而,本意为促进更公平的消费环境的评价版块,却被部分商家视为吸引公域流量的渠道,进而催生出一门从事“买家秀”内容生产、发布、上传的灰色生意,甚至被不法分子用来进行网络诈骗。

应聘寄拍兼职掉入会员费陷阱

在一次刷短视频的过程中,李女士被一则兼职广告吸引。视频文字标注“招聘寄拍模特,高薪职位,高薪招聘”,表示只需要收到衣服后拍几张好看的照片,然后给对应商品发布带照片、视频的好评,就能免费获得该商品,或者另外赚取佣金。抱着试试的心态,李女士根据视频指引,点击了视频下方报名链接,并留下了自己的电话。

随后,一名自称是该平台工作人员的人士添加了李女士的微信,要求她下载一款App并注册,通过该平台软件接单。

李女士浏览该工作人员的朋友圈发现,其每天都发布大量寄拍岗位等待接单,并且每单能提供40元~200元的佣金。

然而,当李女士询问如何接单时,该工作人员表示,需要先交298元的培训费,平台再派人线上培训,教授如何接单、写评价、拍照注意事项等内容。为了让李女士尽早下定决心,该工作人员还发来许多“同行”的接单案例和营收金额,宣传该平台接单机会丰富,轻松就能将培训费回本。

李女士交了培训费,并快速通过了培训。正当她以为可以接单挣钱时,却发现能够选择的均是日用品、文具、小玩具等几元佣金的小单,如果想要获得服饰等寄拍大单,还需要交更高等级的会员费才行。

“前期宣传时不会透露这些,只告诉你接单就能挣钱,但没想到有门槛,而且寄拍单基本都需要我先垫付。”由于不想投入更多资金,只接小单的李女士两周时间才勉强挣回50元。她怀疑,所谓的寄拍就是一个套取会员费的骗局。

无独有偶,有消费者举报,有寄拍平台打着返利提现的名义,让受害者先行垫付,随后又以操作不当、提现失败等理由,继续引导受害者投入资金。但仍然显示任务未完成或提现失败,导致受害者被骗逾3万元。

抖音日前发布的《2022年抖音反诈报告》显示,不法分子在平台上发布招聘兼职试衣员或模特的广告,一旦用户与其取得联系,就会被要求下载第三方刷单软件等,再被诱导刷单并缴纳“保证金”,最终上当受骗。

寄拍平台两头收费

寄拍兼职人员发布的评价内容,最终将呈现为各大电商平台的消费者评价,部分评价可能被卖家精选,陈列在“买家秀”等版块。

记者致电某电商平台,工作人员答复称“买家秀”包含买家的有图评价、商家话题、好物体验等,经过商家挑选后自行发布,并且可以进行加精、置顶等操作,消费者可以在商品下拉页面中看到该内容的展示。同时,对方表示,平台目前无法针对“买家秀”筛选出虚假评价,只能对短时间内的好评数据异常进行排查。

上海财经大学电子商务研究所执行所长崔丽丽分析认为,“买家秀”是买家在购物后的一种自愿、自发的分享行为,有一定的引流作用。部分商家想要依靠“买家秀”来吸引更多人购买,从而衍生出生产该内容的生意。

然而,这些看似是为卖家提供店铺内容优化服务的寄拍平台,除了收兼职者的钱,对卖家也有相应的收费。某“买家秀”网拍平台表示,寄拍单分为赠拍单和寄回单两种。其中,寄回单由卖家提供商品给寄拍模特,并需支付48元的佣金和运费,完成约拍任务后商品寄回。赠拍单则是模特完成约拍任务后,可以直接留下商品不用寄回。同时,平台V1等级商家还需支付每单10元的佣金,充值600元达到V3等级后,每单支付佣金下降到6元。

需要注意的是,在此过程中,商家并不能直接与约拍模特进行单线交易,而必须在平台上发布约拍订单,并以充值的形式支付佣金、商品返款垫付、服务费等。

崔丽丽认为,商业化行为会影响“买家秀”的客观立场,从而影响消费者的正常判断,妨碍市场有序发展,特别会对线上电商行业产生不良影响。商家将更多心思用于投机取巧的营销,最终可能仍是让消费者买单。

多方提示反诈

记者在多个寄拍模特的社交账号中看到,其发布的内容具有统一话术,并在多个相关话题中刷屏回答内容。这些账号主体往往被包装成通过寄拍兼职已经挣到固定收入的大学生、宝妈等身份,并营造出利用业余时间收快递、拍照上传就能轻松挣钱的假象。

同时,“平台运营肯定是要成本的”“免费加入的基本是骗人的或者就是没有单接”“正规平台都是要会费”等内容被反复强调,给想要兼职的人群灌输“交会费是理所当然”的观念。

寄拍平台诈骗被曝光后,短视频平台也对相关关键词和内容进行针对性提醒。记者在抖音搜索“寄拍”发现,平台会出现“网络兼职需谨慎”等提示语。

抖音发布的《2022年反诈报告》显示,今年该平台已对1192个广告账号进行封禁等处理,拦截超过43万条涉诈类广告。

警方提示,“寄拍模特”骗局实际上是“兼职刷单”骗局的升级版,在受害者等待衣服发货的过程中,骗子会诱导受害者小额刷单,同时快速返利,获取受害者的进一步信任。最后,骗子会要求受害者反复刷单,进行最终诈骗。

崔丽丽表示,消费者在购买商品时,“买家秀”仅能作为参考。已购买产品的消费者,在发布“买家秀”时,应客观地反映自己的真实感受,不要因为返现、返券等返利行为而提供虚假信息,这样不但会损害其他消费者的权益,对个人信誉也会构成不良影响,严重时需承担相应的法律责任。

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.

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版权声明:工人日报 发表于 2022-05-30 09:47。
转载请注明:“买家秀”沦为“生意场” 寄拍平台借机设陷阱 | ColaBug

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