The quality is uneven, and the "raising measurement with business" has become the wind ... Who will evaluate the "third -party evaluation"?

With the vigorous development of e -commerce, a large number of "evaluation" platforms and bloggers came into being. However, the market testing methods and standards on the market are diverse, the quality of evaluation is uneven, and the "raising with business" has become a wind. A few third -party evaluations not only cannot help consumers make correct judgments, but affect the normal market order.

"I didn't expect to follow the evaluation and step on the pit." Recently, in order to buy a car toy for his son, Bao Ma Qian Qian read a number of evaluation notes, and finally placed the "strong grass model" of a blogger, dismantled When I opened it, I found that the quality of the product was inferior and the smell was pungent.

With the vigorous development of e -commerce, a large number of "evaluation" platforms and bloggers came into being. With professional and neutral labels, they give shopping suggestions through analysis and comparison of product quality and price.

However, the reporter's interview found that the detection methods and standards were diverse, and the quality of evaluation was uneven. There are also third -party evaluations and merchants in -depth binding, disguised goods, false evaluations ... All kinds of operations not only cannot help consumers make correct judgments, but affect the normal market order.

The same cream, the results of the two evaluations are completely opposite

"Popular Sunscreen Black List", "Rapid shirt opening assessment", "Internet celebrity snack lighting guidelines" ... On a social platform, the reporter entered "evaluation" for search and found more than 6 million related notes. As large as car, computer, small as small as ice cream, and issuing cards, the goods involved are almost all -inclusive.

Bilibili platform's well -known evaluation UP owner

According to a list released by a short video platform, 189 million users watched the box -opening evaluation video on the platform last year, and more than 70%of users used the evaluation as an important reference for their consumption.

"Consumers have continued to increase personalized demand, but they lack time and experience of buying. Third -party evaluations of the pain points in the middle of the pain point quickly become popular." The reporter said that professional and fair evaluations are worthy of encouragement. Through scientific methods, the product can be compared horizontally, which can provide consumers with decision -making reference, reduce trial and error costs, but also supervise enterprises, so that good products stand out.

However, the reality is different. In Jiawen, who often watch various evaluation videos, the evaluation industry now seems to be running counter.

During the "6.18" period, one of the evaluation bloggers that Jiawen followed was invested in 12 creams. By testing the effects of moisturizing, whitening, anti -aging, etc., a cream was concluded that a cream was "sufficient in effect and high cost performance". Another blogger examined the quality of quality, irritation, and additives. The same cream was listed as the first blacklist because of "preservatives, thick and easy to stuffy acne". Facing the evaluation with a very different results, Jiawen became more confused.

Due to the lack of standards and thresholds, the evaluation methods on the market are diverse. The reporter found that some institutions issued a test report on various indicators of the product in order to highlight the professionalism. Good and evil judges the goods, and there is no professionalism at all.

Named evaluation, in fact marketing, bringing goods, monetizing

Qian Qian found that in the past two years, the evaluation platform he often visited has opened a Taobao shop. Many evaluation bloggers have also set up mall entrances on social platforms and publish purchase links. After buying the experience of the problem with the evaluation, she couldn't help doubting that this was "advertising in disguise, what to say is good."

"The appraisers play the dual role of athletes and referees." Shen Lin, who had been a blogger, revealed to reporters that "third -party evaluation" is not public welfare sharing, and practitioners often cooperate with merchants to make money.

"It is often some small brands that can be evaluated, and big brands with good real control capabilities have been stabbed." Shen Lin said that in general, most large brands of front -line brands do not lack the channels for paving. The evaluation platform is difficult to obtain. The agency rights and price discounts, so it turns to a brand with a low popularity, tout it.

For packaging cooperation brands, evaluations generally avoid heavy weight. "Only evaluate the individual advantages of the product, such as recommending a clean shampoo, which only highlights its dedue effect. The qualified product is sent for inspection to obtain the certification report and displayed on the product page, but it is mixed with defective products in actual sales.

In recent years, the false evaluation and malicious public relations brought by "raising the test" have often attracted attention, and related cases have been exposed. In 2020, the "Little Red Flower Evaluation" was set up by unreasonable comparative conditions to obtain the unfavorable test results of a Biotechnology Co., Ltd., thereby reducing competitors' goodwill, and eventually was fined 100,000 yuan for commercial slander. In March of this year, a digital blogger with more than 100,000 fans was found to publicly release a series of negative evaluations for a variety of mobile phones and tablets for a certain brand without actual evaluation. Yu Yuan.

The industry needs self -discipline, supervision must keep up

The "third -party evaluation" that should be independent of both parties to the two parties binds the interests of the merchants, which is not only conducive to consumers to make rational choices, but has formed misleading, disturbing market order, but also promoting the style of improper competition.

Lawyer Guo Chaowen, executive director of Beijing Human Park Law Firm, said that if the operator conducts misunderstandings through false evaluation methods, or deliberately discredit other products in the evaluation activities, it is suspected of violating the anti -unfair competition law; if the purpose of advertising is the purpose of advertising For evaluation, the "fake test and evaluation with goods" may also violate the advertising method. In November 2021, the "Internet Advertising Management Measures (Draft for Public Soliciting Opinions)" issued by the State Administration of Market Supervision clearly stated that through the Internet media, in the form of bidding rankings, news reports, experience sharing, consumer evaluation and other forms, or additional shopping links If other forms of selling goods and services, "advertising" should be significantly indicated.

"Regulating the evaluation agency, the platform is responsible for keeping the soil." Guo Chaowen said that related platforms such as network live broadcasts, short videos, and social networks should be guided. They cannot only focus on the "protective umbrella" of the traffic and act as the evaluation industry. For registered evaluation accounts, it is necessary to strengthen the filing management and work on the shelves, and find that the promotion of marketing and degrading opponents should immediately block the illegal and illegal information to ensure that consumers are not misleading.

Panhe Lin believes that the key to governance is to make the evaluation more transparent. "Evaluations need to publish a relationship with the brand and avoid related products. At the same time that the industry is strengthened, the relevant departments should establish a comprehensive complaint response mechanism, and timely and correction of the infringement behavior of consumers' feedback, guide the industry to return to fairness to justice The original intention of objective. "

(Some interviewees are pseudonym)

(Workers Daily)

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