"Third -party Evaluation" also needs to be evaluated

【Light Review】

With the booming development of e -commerce, a large number of "evaluation" platforms and bloggers came into being. Through the test rating of product testing, it provides consumers with a reference for shopping decisions in terms of quality, price, and services. 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.

The business model of a third -party credit endorsement of the evaluation market originated from the long -mature reputation economy, but it is only the object of changing the evaluation. Therefore, "evaluation of heat" is not a passive water. Essence Objectively speaking, the content of the evaluation is worthy of encouragement. In the era of digital economy, it corresponds to personalization and diversity of people's needs is the diversity and complexity of the product. Through a relatively scientific way, the evaluation is compared horizontally, providing reference for consumers to buy, so that good products stand out in the competition, which not only saves consumer time, but also allows some niche consumer products to enter the public to the public. Vision.

However, a recent investigation by the media conducted by the 2010 respondents showed that consumers are not satisfied with third -party evaluation agencies. More than 70 % of the respondents feel that third -party evaluation agencies/platforms lack uniform and standardized product evaluations Standards, nearly 60 % of the respondents pointed out that third -party evaluation agencies/platforms use false evaluations to market and promote products. More than 40 % of the respondents feel that the testing process lacks relevant supervision and evaluation industries without entry threshold.

It is not difficult to see that the main concern of consumers is that they are worried that the evaluation results of the interest relationship between the evaluation and the brand side are misleading. The reason is that the business logic of the evaluation agency is not clear. Starting from the evaluation agency, it should be an independent third party. At the same time, the brand also has sufficient motivation to seek cooperation with the evaluation agency. It is precisely the "recommendation" behavior of similar advertising seriously damaged the independence of the evaluation and caused public dissatisfaction.

Advertising is obviously a loophole in drilling supervision by evaluation. As a result, relevant regulators should learn from the supervision methods of advertising and conduct targeted supervision of the evaluation. According to the current pattern of the evaluation market, the evaluation organization can be roughly divided into three categories: one is a well -known evaluation blogger. Such bloggers often have mature companies; the other is an unknown little blogger. Such bloggers often are often bloggers. Due to interest, some recommendations for consumer products you have used; there is also one category that is also an unknown little blogger, but there is a strong connection with the brand, and the evaluation behavior has obvious advertising properties.

From the perspective of the brand side, the most concerned is the first type of well -known evaluation blogger and the third category of bloggers. Among them, the third type of small bloggers are most likely to disrupt the normal market order due to the completely lost independence. Disputes. In contrast, the first type of evaluation and organization has a higher degree of marketization, and it has a stricter restraint mechanism. First of all, the reason why bloggers can be well -known depends on professionalism or uniqueness. If they are associated with the brand, they will obviously be abandoned by the market. Secondly, many evaluation bloggers are transformed into self -operated e -commerce companies to evaluate and encourage consumption. Use consumer revenue and subsidize the evaluation costs. Formed a closed -loop evaluation business model can get rid of the control of the brand.

Therefore, the supervision of the evaluation should attach importance to the diversity of the regulatory object, and focus on the third type of evaluation organization, that is, a small blogger who has a strong connection with the brand. However, the small blogger's organization scale is relatively small, and the data of funds is difficult to verify, which brings a lot of difficulty to regulatory supervision. The author believes that you can start with the platform, cut in from content review, and strictly supervise those accounts that only do only a single brand and do not have much practical use, or more exaggerated evaluation. relation.

It is worth mentioning that some views believe that it is necessary to formulate evaluation criteria, but the author thinks it seems unnecessary. The assessment content is a combination of professionalism and personalization. In addition, different products are significantly different, and it is difficult to formulate unified evaluation standards. The key point of supervision is that the information is transparent, making the evaluation more independent and transparent. Therefore, from the level of information disclosure, the rules are issued to allow the evaluation agency to announce the relationship with the brand's association, and to punish the banner of advertising under the banner of objective evaluation, or more suitable.

(Author: Panhelin, the co -director and researcher of the Digital Economy and Financial Innovation Research Center of Zhejiang University International Commerce Business School)