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

On February 16, Shaking E-commerce held the "Platform Governance Open Day" activity to disclose recent platform governance related initiatives and achievements, thinking and exploration on governance value, and future governance planning and goals.

According to the platform side, last year, it was upgraded from "interest e-commerce" to "global interest e-commerce," and more diverse scenarios put forward higher requirements for governance work. Platform governance focuses on optimizing content ecology and commodity ecology, improving service capability, protecting intellectual property rights and information security around the three directions of "good content, good commodities and good services."

In 2023, on the basis of "three good," platform governance will focus more on the core needs of user experience, strengthen the authenticity and credibility of content, refine commodity quality requirements, and improve user experience and service guarantee level.

Core governance direction: good content, good goods, good service

On the site of the activity, the three heads of governance shared the relevant governance situation.

Ma Lei, head of chatter e-commerce content management, said that last year, the platform content scale maintained strong growth, adding more than 340,000 e-commerce authors, more than 200 million trailer Short Video and more than 9 million e-commerce live broadcasts per month. Among them, there are a lot of excellent authors and high-quality content, such as Oriental selection and literary director Ma Weidu. All good content has common characteristics, namely "authentic,""credible,""professional," and "interesting." Good content can drive two-way growth of word-of-mouth and business."True credibility is the best skill to carry goods."

Ma Lei, Head of Content Governance of Douyin E-commerce

According to the Annual Report on Governance of 2022 Shaking E-commerce Platform (hereinafter referred to as "Annual Report"), the platform strengthens the authenticity and credibility of the content, improves the high-quality content and cracks down on the inferior content through policy incentives, rights and interests guarantee and business assistance. The number of creators of high-quality content on the platform increased by 484%, more than 1.47 million high-quality trailer Short Video were excavated, and the average traffic of more than 260,000 e-commerce authors increased by 56%; more than 32.8 million low-quality Short videos were punished for violations, and more than 15 million low-quality live broadcasts were violated. The overall content ecology has improved significantly, with consumer favor rising by 16.5% and complaint rate falling by 22%.

Chen Yunfei, responsible person of chattering e-commerce commodity management, said that in order to realize the goal of "satisfying users 'good life with high-standard commodities," on the one hand, the platform has established a relatively perfect quality evaluation system to make more pre-evaluation on commodity quality, help good commodities to be introduced and discovered, and ensure that their competitiveness can be strengthened; On the other hand, the attitude of "zero tolerance" shall be adopted for the bottom line problems such as "three no,""inferior quality" and "false propaganda." The platform has invested more than 100 million yuan in special sampling funds, and has sampled more than 60,000 commodities accumulatively. In addition, the platform also actively cooperated with law enforcement departments to crack down on inferior commodity production and sales gangs, and cleared more than 20,000 illegal merchants.

Chen Yunfei, Head of Commodity Management of Douyin E-commerce

According to the annual report disclosure, in 2022, nearly 23.9 billion single commodities were sold by chatter e-commerce. The platform attaches great importance to commodity quality and safety, and maintains comprehensive control over commodities and merchants to ensure the ecological health of commodities. In the whole year, the platform intercepted more than 84,000 high-risk new merchants, cleared 280,000 unqualified selected alliance merchants, intercepted more than 950,000 illegal commodity releases, and banned more than 3 million risky commodities. By the end of last year, user satisfaction with the value of goods had increased by 16%.

Wen Wei, head of the consumer experience of chattering e-commerce, said that user experience is the core driving force for business development,"good experience can create core competitiveness." The platform focuses on solving the core demands of consumers, strengthening service capabilities and improving user experience. In terms of logistics experience, the overall delivery speed of the platform increased by 6.1%, the order volume delivered within 48 hours increased by more than 10%, and the overall delivery time shortened by more than 4 hours. Consumer satisfaction with the return experience increased by 6.7%.

Wen Wei, Head of Consumer Experience of Twittering E-commerce

According to the annual report disclosure, 70% of after-sales orders on the platform can enjoy "quick refund" and freight guarantee, and the refund process for consumers is smoother. Among them, more than 94% of the pre-delivery after-sales orders can enjoy the "quick return" service. In terms of delivery experience, the platform encourages merchants to sell spot goods through a number of measures, and at the same time raises the entry threshold of pre-sale tools, shortening the pre-sale delivery cycle of all categories from 45 days to 15 days at most.

The platform focuses on upgrading intelligent services, supplementing merchant service governance specifications, and significantly improving merchant service satisfaction and service response rate. The platform customer service also provides one-stop service for new users, actively helping them solve obstacles such as delivery, logistics, refund, freight, etc. The satisfaction rate of new users exceeds 96%. The platform pays more than 200 million yuan of consumer rights and interests protection funds throughout the year to help consumers deal with after-sales disputes by means of compensation in advance.

How to meet the challenge of e-commerce platform governance in complex scenarios

Experts, scholars, practitioners and dozens of media also discussed how to meet new challenges and better protect consumers 'rights and interests under the current complex scenario from the perspective of policy orientation and rule of law trend.

Su Haopeng, professor of Law School of University of International Business and Economics and director of Consumer Protection Law Research Center, pointed out that in recent years, Live streaming eCommerce has shown explosive growth, but due to lack of timely follow-up of supervision and imperfect laws, there are unfair competition, infringement of intellectual property rights, damage to consumer rights and interests and other problems.

He said that consumers are most concerned about and expect the platform to strengthen responsibility awareness and improve management level. To improve the consumer protection level of Live streaming eCommerce (Live eCommerce) needs social co-governance, give full play to the strength of the whole society, promote its standardized operation, improve consumption environment and boost consumption confidence.

Su Haopeng, Professor of Law School of University of International Business and Economics and Director of Consumer Protection Law Research Center

Hao Zuocheng, executive director of the Center for Rule of Law and Sustainable Development of China University of Political Science and Law, proposed that platform governance is the core competitiveness of platform development. The biggest risk in the development of e-commerce platform is regulatory risk. Behind supervision is the institutional arrangement to implement the grand strategy of national development, promote high-quality development and expand domestic demand consumption.

He said that effective platform governance is an indispensable effective means to improve platform capability from system and system, improve transaction efficiency and safety, avoid regulatory risks, and increase the overall trust of society and government to the platform.

Hao Zuocheng, Executive Director, Center for Rule of Law and Sustainable Development, China University of Political Science and Law

It is reported that this activity is the first offline sharing meeting for the governance of chattering e-commerce platform. Since its establishment for 3 years, Shaking E-commerce has always adhered to the initial intention of "doing e-commerce seriously," put the protection of consumers 'rights and interests in the first place, strived to create a healthy ecology of "good service, good commodities and good content" on the platform, protected intellectual property rights and information security, and improved consumers' shopping experience. In the future, chatter e-commerce will continue to strengthen communication with all sectors of society to form joint efforts to jointly promote industry progress.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.