Shulou(Shulou.com)11/24 Report--

CTOnews.com, November 28, November 25, the China Consumer Association released the "2022" double 11 "consumption Rights Protection Public opinion Analysis report" (hereinafter referred to as the "report"). The online big data public opinion analysis of the relevant consumption rights protection during the period from October 20 to November 13 shows that the overall evaluation of the marketing practice of simplifying promotion rules and enhancing consumer experience on the "double 11" e-commerce platform this year tends to be positive. But the deficiency of consumer experience still exists. Brands and enterprises such as Fengnest Express Cabinet, Bosideng, Dangdang, Shiseido and so on were named.

During the 25-day monitoring period, a total of 48930596 pieces of consumer rights protection information were collected, including 5483663 complaints, accounting for 11.21% of the total consumer rights protection information, down 4.69% from "618". Monitoring found that consumers' high-frequency complaints are mainly concentrated in five aspects: express service problems, promotional price disputes, commodity quality deficiencies, live sales chaos, and group purchase security concerns.

(1) during the monitoring period of express service problems, a total of 1363806 negative messages about "express service problems" were collected, accounting for 24.87% of the total complaint information, with an average of 54552 messages per day. The amount of information distribution showed a trend of low before and then high, and the amount of public opinion information increased significantly after November 1, reaching a peak of 81824 on November 12.

Figure 4 negative information about express service problems daily trend chart express service complaint focus mainly on "double 11" express delivery "one fast and one slow" this year: on the one hand, there is a funny feeling that "the last payment has been paid and the express delivery has already arrived home". On the other hand, some consumers complain that "online shopping mobile phones are told to wait 30 days". Among them, "the elderly use Fengnao cabinet to pick up express delivery, was charged 55 yuan," the public opinion discussed more.

Example 1: the old man Fengchao picked up the express delivery and was charged 55 yuan in annual membership card fee.

Jinri Toutiao @ Hui is often happy: in Hangzhou, Zhejiang, an old man in his seventies went to the Fengnest express delivery counter to pick up the delivery. After entering the pick-up code, the old man was asked to pay 55 yuan. The old man did not believe it and entered the pick-up code two or three times in a row. The prompt to pay 55 yuan still popped up on the screen. She thought her daughter paid by mobile phone without paying the freight! But then the old man learned that his daughter had already paid the freight.

What on earth is the fee of 55 yuan deducted from the express cabinet? The old man turned to the media for help. Fengnest express counter customer service told reporters that the 55 yuan paid by the elderly is the cost of buying a member's annual card, saying that "there will be a detention fee for express delivery at ordinary times, but there will be no detention fee after buying the annual card." After learning about the situation of the elderly, the customer service said that they could get a refund. At present, the elderly have received a refund of 55 yuan.

In response to the experience of the elderly, netizens have left messages that "this is really difficult to guard against", and many netizens said they had encountered similar traps.

Example 2: Hangzhou netizens complained that they had to wait 30 days to buy online mobile phones.

@ Nine School News: [# boy was told to wait 30 days to buy mobile phones online #] recently, when a man in Hangzhou complained that he bought mobile phones online, he was told to wait nearly 30 days before delivery. I believe everyone has the feeling that if you wait too long for something you want to buy, you will lose the sense of expectation when you place an order, especially for electronic products such as mobile phones. Of course, the sooner you receive it, the earlier you experience it, and if you wait for one more day, you will be less happy. This long wait after placing an order has also caused many young people to complain.

(2) during the monitoring period of promotion price disputes, a total of 768340 negative messages about "promotion price disputes" were collected, accounting for 14.01% of the total complaint information, with a daily average of 30734, showing an overall fluctuating upward trend, with complaints mainly concentrated in the second half of the promotion period. among them, the highest amount of public opinion information was 84678 on November 11, reaching a peak. The complaints mainly point to the problems such as raising prices first and then discounts, high pre-sale prices and so on.

Figure 5 Daily trend of negative information about promotion price disputes 1: Bosideng flagship store suspects that "double 11" increases prices first and then discounts

Chinanews.com: [# Bosideng Taobao flagship store was exposed to raise prices first and then discount #] Bosideng flagship store is 0.28 yuan cheaper than usual. Ms. Li, a Shanghai resident, revealed to reporters that during the pre-sale of Singles Day, she had planned to buy a detachable hat Morandi loose coat down jacket at Taobao Bosideng flagship store. She said the price of the coat was 979.28 yuan after the coupon in September. She originally planned to buy it at a discount on Singles Day, but unexpectedly during the pre-sale period of Singles Day, the price of the down jacket was raised to 1349 yuan, and the actual price was still 979 yuan after receiving the coupon.

Example 2: before and after promotion, different consumers ask for a refund of the price difference

Weibo netizen: "purchase the Apple 14256G phone on the evening of October 31. During this period, the price of the platform-induced iPhone Singles Day event is about the same between October 31 and November 1, and the first wave of Singles Day activity begins at 8 pm on October 31, 2022. The coupon for that night is 550yuan. The first batch of people spent 6349 yuan to buy iPhone 14.

On November 3, Taobao platform subsidized red envelopes for 100 yuan on top of 550 yuan coupons, with a purchase price of 6249 yuan that day.

The second wave of the Singles' Day campaign began on November 10, when the coupon for No. 11 was 750 yuan, when the price of the iPhone 14 was 6149 yuan.

Taobao platform intended to guide consumers to buy iPhones on the evening of October 31, resulting in a loss of 200 yuan for our first buyers than those who bought them later, and Taobao refused to negotiate with us and refused to compensate for the price difference. "

(3) during the commodity quality monitoring period, a total of 751449 pieces of negative information about "commodity quality" were collected, accounting for 13.70% of the total complaint information, with an average daily amount of 30057 pieces of information. The amount of public opinion information began to increase from November 1, and reached a peak of 51861 on November 11.

Fig. 6 there are two typical examples of negative information about commodity quality during the reporting period: one is that half of the inner pages of online shopping books are printed and half are hand-copied; the other is that online shopping paper extraction 102 is actually only 70. Both cases point to the deficiency of commodity quality and the lack of management responsibility.

Example 1: the inside pages of books bought by Dangdang are half printed and half copied by hand.

Extreme News: on November 2, Ms. Dai (a pseudonym) was "surprised" by an online shopping book mailed home-seven pages of "unconventional", half handwritten and half printed. Because she thought it was too funny, she photographed some of the pages and posted them online, writing: "the outrageous pirated books bought by Dangdang are an eye-opener."

Ms. Dai told the Yangzi Evening News / Ziniu News that on October 14, she spent about 60 yuan to place an order for the book on Dangdang. "I was in a hurry at that time, so I had to buy it in a book store when I didn't find it." In the end, "the store paid 50 yuan to Ms. Dai and 10 yuan to Dangdang."

Example 2: online shopping paper extraction 102 actual only 70% of the merchants refused to compensate @ Sohu clairvoyance [# girls online shopping paper drawing number by 32 less #: later the platform gave compensation] October 28, Tianjin. The students suspected that the number of sheets of paper was incorrect, and after counting, they found that the 102 described were actually only 70. The students concerned said that the paper was bought two months ago, and the paper was used relatively quickly these two days. Basically, they used up a packet of paper a day. After counting it, they found that it was only 70 yuan. They negotiated with the merchants and said that the compensation was 12.7 yuan. The merchants did not agree, and the platform intervened. The platform compensated 20 yuan, and felt that the merchants were obviously suspected of deceiving consumers, but they still talked hard.

(4) during the monitoring period of live broadcast sales chaos, a total of 509302 negative messages about "live broadcast sales" were collected, accounting for 9.29% of the total complaint information, with an average of 20372 messages per day. The amount of public opinion information began to rise from November 1, and reached a peak of 46200 on November 8. From the collection of live broadcast hot public opinion information, fake and shoddy, goods do not match the version, differences in concessions are still the main problems.

Figure 7 Daily trend chart of negative information about live sales

Figure 8 negative news of live broadcast sales word cloud legend 1: female anchor "double 11" was caught selling holiday on the day of live broadcast.

[# fake hostess "double 11" was arrested during live broadcast on the same day # the amount involved in the case reached 15.45 million yuan] on November 11, Wuhan @ Qingshan police jointly with the market supervision department arrested Pan, the online shop owner who was selling fake goods live, and his wife and four clerks on the spot. Since 2017, Pan and others have labeled a light and extravagant brand and sold more than 30,000 pieces of fake clothing, involving a total amount of 15.45 million yuan. At present, the case is under way.

Example 2: the abnormal order of Shiseido live broadcast room is controversial.

@ thepaper.cn: during Tmall's "double 11" pre-sale event, consumers reported that in the early morning of November 4, a Yuewei water milk set sold in the broadcast room of Shiseido's official flagship store cost only 888 yuan, which was 300 yuan cheaper than the same item in Li Jiaqi's live broadcast room. On the evening of the 4th, Shiseido flagship store responded: the price of 888 yuan is "system failure, abnormal orders will be refunded uniformly, and appropriate compensation will be given." After that, on the Little Red Book platform, many users who claimed to have photographed the above 888 yuan suit and had not yet received the goods said that they had received a call from Shiseido customer service, who asked to cancel the order directly, but as compensation, promised that all the sets they had taken would be given away.

On the 6th, consumers who were suspected to have sold the suit for 888 yuan said they had successfully received the goods. "the free Yuewei is too fragrant and the aromatherapy is too fragrant," it posted with a picture on the Little Red Book. This further led to dissatisfaction among Li Jiaqi studio consumers, who bought goods at higher "normal" prices, while consumers who bought goods with lower "abnormal" orders ended up getting free.

In this regard, many Li Jiaqi studio consumers asked Shiseido to give further responses and solutions. Enter the keyword "Shiseido 888" in a consumer complaint platform, showing a total of 386 results, mostly referring to the price reduction in the middle of the night in Shiseido studio and the link that can't keep the price off the shelves.

(5) during the monitoring period of group buying security concerns, a total of 263647 negative messages about "group buying" were collected, accounting for 4.81% of the total complaint information, with an average daily amount of 10546 messages. Public opinion information showed a fluctuating trend, with a peak of 29947 on November 12. Among them, the hot information reflecting the non-delivery and non-refund of group purchase orders is worthy of attention.

Figure 9 Daily trend chart of negative information about group buying, for example: consumers say that Mini Program group buying 100000 yuan worth of goods have not been issued @ 1818 Golden Eye: [# spend 140000 group buying 100000 without delivery # "Leader" talks about turnover] Ms. Fei reflected that she participated in a group purchase on Mini Program and bought a lot of things, spending a total of about 140000 yuan. According to the form she sorted out, nearly 100000 yuan of goods have not been sent out. The "head of staff" once said that the cash flow could not come through.

According to the report, through a comprehensive analysis of the above problems and examples of online public opinion complaints during the monitoring period, we can find that although the consumption popularity and public opinion gap is relatively scattered during the "double 11" period this year, the root cause of the problem lies in: first, the merchants' sense of integrity is indifferent. Second, the two indicators of "satisfaction" and "sense of achievement" of the platform in consumer experience are either lack of intensive cultivation, or insufficient intervention and control, which leads to "negative evaluation" and loss of points. Specifically, it is mainly shown in the following three aspects: (1) from the perspective of improving consumer satisfaction, e-commerce logistics services still have room to improve in terms of tradeoff between efficiency and compliance. (2) in the Internet environment, the price sales system is becoming increasingly transparent, and the operators' overall planning and integrity awareness in terms of channel and price management still need to be improved. (3) in the gradual process of the transformation and upgrading of "double 11" and the re-carding of the logic of commodities and transactions, the awareness of the boundary of rules between platforms and merchants needs to be strengthened.

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