Before the "double 11" merchants frantically brushed orders, the platform can not turn a blind eye

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In the context of the regulatory authorities' severe crackdown on single brushing, the methods and characteristics of online single brushing are also constantly updated. According to media reports, a merchant sold more than 21,000 orders on a certain day before "Double 11", which is likely to be an "empty package" issued to improve the ranking of the single.

Brushing orders through "empty packages" is a new means of brushing orders in recent years, known as "logistics brushing". Brush single year, this year's "double 11" this routine is particularly many, why does the phenomenon of brushing a single occur? The logic behind it is not complicated. In essence, brushing a single is equivalent to asking for a trust, the store asks someone to take a picture of a product, sends an empty package, and then the seller leaves a good review and puts it on the buyer's show. Such a process is equivalent to creating a transaction, thereby accumulating popularity, while making those real consumers think that the store is indeed patronized, combined with reviews, the product seems to be good. In essence, this is the request, such a routine and the logic of real estate sales to support popularity is similar, the difference is that the brush single set is mainly completed online, and from the effect point of view, the brush order may be more obvious, after the completion of a set of processes, the traffic of the store will usually have a significant improvement.

Different from the offline please support popularity, the use of the single brush is the e-commerce platform rules, the latter has a set of search ranking calculation methods, in general, those transactions, more reviews of the store, the platform will give more traffic support, search ranking will be in the top. The problem is that a product is difficult to attract popularity in a short period of time, the popularity of the store or brand, the power to brush the single may be relatively small, and those new entrants, more or less will play some means, through the brush to accumulate popularity.

Brushing orders has long become the unspoken rule of the industry, and from this report, this kind of chaos has formed a corresponding industrial chain. In the past, if the amount of brushing orders was small, it was often completed with the help of acquaintances, while the so-called "logistics brushing orders" were more complicated, and the routines were:

Criminals control websites that peddle empty courier packages and sell a large number of courier numbers, which either idling through express logistics platforms or "sending empty packages" through offline logistics channels to provide false logistics information for unscrupulous merchants. The whole process of completing the "transaction" through logistics fraud has a strong concealment.

This is more professional than ever, and the consequences are obviously more serious than ever. "Double 11" is coming, and merchants are increasing their popularity by brushing orders, which means that many consumers will be misled by brushing orders. From a legal point of view, brushing a single is a kind of false publicity, according to the relevant provisions of the Consumer Rights and Interests Protection Law, "brushing a single speculation letter" violates the principles of voluntariness, equality, fairness and good faith, and its behavior violates the rights and interests of consumers such as the right to know and the right to fair trade.

In the past, the reason why the platform turned a blind eye to the phenomenon of brushing orders was to a large extent to protect its own interests, because the platform and the store are a community of interests, if it cannot attract merchants, the popularity of the store is not strong, it cannot make money, and eventually the platform will face the pressure of survival. To a large extent, domestic and foreign e-commerce platforms have the phenomenon of brushing orders, but in recent years, the negative effects of such phenomena have emerged, and the platform has increased its crackdown. From the perspective of the platform, if the crackdown on brushing orders will damage its own interests in the short term, can it endure such pain? In any case, it is precisely the existence of interest linkages, and the motivation of the platform to combat the phenomenon of single brushing is difficult to assess, so it is necessary to rely on other forces to promote the response to this chaos.

The chaos of brushing orders appears in such a rampant posture, law enforcement departments can not turn a blind eye to this, if the platform is no longer powerful, I am afraid that law enforcement departments need to intervene.