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

Douyin Life Services recently issued the industry's first "store visit code" to crack down on false propaganda and clarify the codes of conduct, rights and responsibilities that merchants and online talent should abide by in the process of store visit cooperation. At the same time of the release of the norms, the platform also launched relevant matchmaking products to ensure the implementation of store standards and safeguard the rights and interests of consumers, merchants and talented people. The specification and products have been piloted in Chengdu, Nanjing and other 8 cities, and will be gradually extended to the whole country after testing and optimization.

Visiting stores means that people can provide consumption advice to consumers and attract passenger flow for businesses through on-the-spot consumption experience. As the Internet industry new business type, it is the connector of consumers and brick-and-mortar merchants, can help consumption recovery. Since last year, in a series of measures to promote consumption, many local governments have proposed to encourage catering and other enterprises to carry out consumption promotion activities by means of live broadcast, inspection and drainage. Data show that 72% of merchants invited talent to visit stores and received orders on Douyin Life Service platform alone in 2022.

While connecting consumers and brick-and-mortar merchants and promoting consumption, there are also disputes and phenomena such as "blackmailing overlord meal", "cloud store", "false recommendation" and "merchant evading sub-commission", which makes it face disputes at the same time of rapid development. As this new form of business is still in the process of exploration and is in the ascendant, the definition of rights and responsibilities between merchants and talent often depends on the oral agreement of both parties, or without prior agreement, which is prone to disputes; and the actual contact between the two parties occurs offline, which also increases the difficulty of management and governance of the Internet platform.

In order to better protect the rights and interests of consumers and reduce disputes between merchants and talented people, after half a year of investigation and demonstration, Douyin Life Service selected the catering industry with the most prosperous business form, and issued the "Restaurant Exploration Store Code". And carried out pilot projects in Dalian, Wuhan, Ningbo, Harbin, Xi'an, Changsha, Chengdu, Nanjing and other 8 cities.

(merchants can issue different store orders on demand through the "Douyin visitor" client.)

In view of false recommendations, exaggerated publicity and other violations, the "Restaurant Exploration Store Code" clearly stipulates that merchants and talent are prohibited from carrying out false exaggeration of goods, out-of-scope publicity, fictitious commodity source background and other false propaganda behavior; and requires that talent must be true to the store to shoot, forbid handling, processing and editing network materials, three-party materials pretending to explore the store, publishing false store content. Once violations are found, penalty actions such as warnings, videos off shelves, account demotion, and banning contributions will be imposed in accordance with the rules for the Management of violations by Life Service creators, which will affect the comprehensive scores of merchants and talent on the platform. Consumers can also report to the platform through video reports. According to reports, Douyin Life Services dealt with a total of 1.82 million illegal videos and 600000 illegal accounts in 2022.

For the cooperation of visiting stores, the Code for exploring restaurants defines the standards and requirements that both parties should abide by in the links of "intention confirmation", "booking to visit", "going to the store to shoot", "content creation" and "performance settlement". At the same time, according to the differential promotion needs of merchants and the preference of talent to visit stores, two store exploration modes of "free exploration" and "cooperative exploration" are launched to match the needs of both sides.

(talent can choose a suitable cooperation order through Douyin-Creator Center)

According to the "Restaurant Exploration Standard", "Free Exploration" is a relatively simple and flexible mode of cooperation. After the merchant chooses the "free store visit" mode, there is no need to provide free meals and additional reception services for the talent, and the talent does not need to make an appointment with the merchant, so they can visit the store at their own time, and the video content is controlled by the platform without the merchant's confirmation.

"Cooperative store exploration" is a relatively deep mode of cooperation. The demand is released by the merchant, and the talent signs up for re-election. after two-way confirmation, the merchant needs to provide free meals and reception services. Talent according to the appointment to the store, real shooting, in the content creation link, the merchant can agree with the talent release time to discuss the content form suggestions.

(in the cooperative store-visiting mode, the scene of violations by talent and merchants and related penalties)

In order to ensure the implementation of the store inspection standards, Douyin Life Service has launched the governance and judgment capabilities of several scenarios at the same time, covering such violations as uninformed business status, refusal of reception at the agreed time, failure to provide free meals as agreed, and non-compliance with the agreed release of videos, failure to visit stores at the agreed time, and failure to keep the video open for continuous time. It is expected that most of the current Shangda disputes can be resolved, and then we will continue to improve the governance and judgment capacity of the platform to protect the rights of both sides.

A person in charge of Douyin Life Services said, "the platform is committed to providing users with more valuable reference information, hoping that cooperation between merchants and talent will be more standardized and transparent, and the platform will give full play to the strength of the platform itself. work together to deal with developing problems and help the industry move forward healthily." In the next step, the platform will optimize the products according to the pilot situation, expand the scope of the pilot, and explore the norms and cooperation models of wine, tourism, culture and entertainment and other industries.

According to reports, Douyin Life Service has previously issued a number of store governance announcements and compliance initiatives, focusing on cracking down on false publicity, blackmail with poor comments, and so on. The release of the "Food and Beverage Exploration Store Standard" and the launch of the products indicate that the platform has entered a new stage in the management of the exploration store format. In the future, Douyin Life Service will also guide and encourage business talents to grow continuously through mechanisms such as merchant service scores and talent credit scores, improve long-term governance and disposal mechanisms, and help create a healthier industry ecology.

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