1.68 meters, wearing glasses, long hair, round face, about 25 years old, like to complain on the APP
On February 24, the topic of #Haidilao was exposed to privately labeling customers. As of press time, 560 million people have been read and 17,000 have been discussed, which has aroused widespread public concern.
An old story has aroused heated discussion among the whole people
Judging from the outgoing video, the Haidilao membership system has a situation of private labeling customers, which mainly contains physical characteristics and personality needs. Such as "20-30 years old, quiet, do not eat carrots", "20 years old melon seed face mouth is very good-looking, chestnut hair, college students, like tomato pot", "about 1.68 meters, wear glasses, long hair, round face shape, about 25 years old, like to complain on the APP".
In this regard, the opinions of netizens are polarized, and netizens have left a message saying: "This is very good, subdivide customer groups, understand customer needs, and provide more personalized services." ”
Netizen Xenr said, "This kind of labeling others is really confusing." ”
On the 24th, Sina News launched the behavior of "do you mind Haidilao privately labeling customers"? As of press time, 110,000 people participated, 54,000 people who voted and 55,000 who didn't mind very much.
There was a lot of noise on the Internet, and interestingly, Haidilao responded to upstream journalists, and the incident was an old story.
The relevant person in charge of Haidilao said that the company will continue to optimize the relevant content from 2020, and explicitly prohibit any remarks on the characteristics of customers' personal information, such as physical appearance. And in January 2021, all the inspection and rectification was completed, and all new information needed to pass strict review. At present, only the tastes and favorite dishes of customers are presented.
That said, the outgoing video may come from before 2021.
The status quo of the catering industry: sweep and add brand "small data"
"Cold rice turned hot", why did the old news appear on the hot search? Judging from the controversy among netizens, whether it involves infringement of user privacy has become the focus.
According to upstream journalists, in recent years, personal privacy and security have been paid more and more attention, and news such as big data "killing" is also frequently on hot searches. "The more expensive the mobile phone, the more expensive the travel", "the takeaway platform subsidizes the cost, the membership is less than the non-member", and similar news emerges endlessly.
Haidilao's "old smell" seems to stimulate the user's sensitive nerves again.
So, is there an over-collection of data by Haidilao, and what is the current situation of the collection and use of user data in the catering industry?
The person in charge of a chain restaurant company said that with the advent of the intelligent era, restaurant companies also hope to understand users in a more effective way. Judging from the current situation, restaurant companies generally choose to scan and order food to obtain user basic data.
The person in charge said that the basic data includes, user name, age, birthday, telephone, to more detailed information, such as address, all need to be filled in by the user. According to the above information, restaurant companies analyze the characteristics of customer groups, such as arrival rate, consumer age group, etc., to better serve consumers and help brand upgrades.
She said that Haidilao, as a listed company, has thousands of stores, and the service itself has highlights. It seems that some irrelevant data, such as wearing glasses, long hair, etc., can guide the waiter to personalize the preparation of mirror cloth, head rope, etc. for consumers. From a marketing perspective, there is nothing wrong with that.
A head platform user analyst told reporters that the head platform has "big data" analysis capabilities, and your daily behavior trajectory is recorded, stored, and analyzed. Sometimes you just happen to buy the product you want, perhaps thanks to the big data analysis behind the user portrait. "For example, by investing in the circle of friends advertisement, you can accurately select consumers who love food within 3 kilometers."
Lawyer: Consumers have the right to refuse to authorize data
In the era of big data, while bringing great convenience to people's lives, it also brings trouble to the lives of many people, where should the boundary be?
Chang Lisha, a lawyer at Beijing Shanggong (Chongqing) Law Firm, said that if Haidilao sorts out the physical characteristics and personality needs of consumers in order to better serve consumers, this purpose and use is not in violation of the law.
In daily life, how to judge whether it is a user portrait or an invasion of consumer privacy?
Chang Lisha said that it can generally be judged according to three aspects. First, whether the means of obtaining customer information are legal. Second, the use of customer information is not a reasonable need to serve customers, whether it is necessary. Third, whether it has caused distressing damage to customers or used customer information for illegal activities, that is, whether the use of information is legitimate.
In daily life, many commercial APPS require users to generally agree to their so-called "service agreements" and related "privacy policies" before users download and use, some of which are unnecessary and harmful to the interests of users, but in order to choose to use, users can only choose to agree to authorization. This violates the principles of legality, legitimacy and necessity of the Civil Code for the processing of personal information. If the merchant compulsorily requires the consumer to authorize the data, the consumer has the right to refuse or complain to the market supervision department.
Upstream journalist Hou Jia