Two months after making up his mind to open an online store, the owner Xiaoyou (pseudonym) reluctantly opened social software in the face of declining page views and conversion rates. Search for "Posting Host" and leave a message under the first related video "I am a merchant". Within half a day, she received many "host" messages seeking cooperation.
The so-called "hosting" is equivalent to the intermediary in the brushing industry chain, often with clear hierarchies, docking the needs of merchants to brush orders, and distributing tasks to brushers. However, the entire brush single river and lake are often turbulent. Recently, the supervision has been frequently shot, and many citizens have also received sms reminders from the Beijing Municipal Public Security Bureau, "part-time brushing orders are fraud" reminders are listed, and the platform has already opened the encirclement and blocking mode. In the contradiction of "brushing singles to find death, not brushing and waiting for death", stores and brushing hosts continue to evolve, upgrade routines, and fight wits with platforms and supervision.
Helplessness in the weight: do not brush up, brush for fear of being caught
"When you think about brushing or not brushing, people are thinking about how much to brush." This is the first sentence in the promotional speech of "To the Merchant" hosted by a single brush, and the ingredients of encouragement are inflated, but it is indeed the helplessness of many e-commerce sellers. Helplessness comes from "weight", a relatively professional word, almost equivalent to the life of the online store.
"Weight is a relative concept that is related to multiple factors of store operations, including volume, praise rate, store level, etc. If you upload a new product, the relevant keywords do not have weight, and buyers may search for more than ten or twenty pages and cannot find your product. Industry insider Han Fang (pseudonym) admitted frankly.
Increasing the weight is a compulsory course for every business. Generally speaking, buying a "through train" is the most convenient method, equivalent to "official promotion bit" and "spending money to buy the first search". Taking an e-commerce platform as an example, stores can set multiple keywords, delivery platforms, daily budgets, etc. for products. The minimum bid for each keyword is 0.05 yuan, the maximum bid is 99 yuan, and the seller is free to price each bidding keyword, and finally pays according to the actual number of clicks.
Although the direct connection is good, it burns a lot of money. "Although the through train can put your search position to the premise, it is actually difficult to guarantee the conversion rate, and it is too expensive, many stores that open the through car are losing money." Industry insiders revealed to the Beijing Business Daily reporter.
In comparison, the "good quality and low price" brush list has become the optimal solution. It is understood that merchants usually find a third-party team to help them operate the data of the store, such as improving the conversion rate of a certain keyword. The operation team has to make up orders according to keywords and do the data, so it will hand over the task of brushing to the host, and the host will then distribute various requirements such as keywords, unit price, commissions and so on to his brush hands together with a large number of brushing tasks.
The price of each commission varies depending on the principal amount of the commodity. According to a fee schedule sent by a host to a reporter of Beijing Business Daily, the commission for goods below 100 yuan is 9 yuan per transaction, and the commission of 101-200 yuan is 10 yuan, which is increased in turn.
"Don't brush up, brush up for fear of being caught" is the voice of most merchants. At the beginning of 2014, Alibaba Group used big data to discover that the "Zero Distance Online Merchant Alliance" website had a single swipe behavior on the Internet and reported it to the police. After trial, the Yuhang District Court sentenced Li to 5 years and 6 months imprisonment and a fine of 900,000 yuan for the crime of illegal business operation. This case is the first case in China in which an individual was convicted by creating a platform, organizing members to swipe single speculation letters, and profiting from it.
However, in the face of massive demand and interests, there are still people who are willing to take risks. In 2021, the State Administration for Market Regulation carried out a special rectification of anti-unfair competition law enforcement in key areas nationwide, and as of the first half of 2021, market supervision departments at all levels across the country had investigated and handled 3,128 cases of various types of unfair competition, with a fine of 206 million yuan.
For the store, brushing or not brushing is indeed a problem. A confused merchant left a message on the website of the State Administration for Market Regulation: "I have run an 8-year veteran store, and this year is the craziest year to brush orders." My question today is three: How to clearly define e-commerce fake transactions? Are the national laws and regulations on false e-commerce transactions a decoration? Has the state ever paid attention to the proportion of false transactions in the total e-commerce economy? ”
Routine stacking routines: "AB single" and "empty bag net"
Brushing is nothing new. "When the e-commerce platform is on fire, there are brush orders." In 2014, Ge Feng, known as the "first person to brush a single", publicly declared on the Internet that brushing a single is a wealthy industry, and "Double 11" brushed out a Ferrari in one day. Until today, the essence of brushing has never changed, the difference is "how to be more true".
The roads are one by one wild, and the routines are deeper than one. "In the past, there were still some black technologies called black search and magic search, which did not need to brush orders, directly the software intercepted user traffic and put your goods forward." However, it was also quickly discovered by the platform and closed the vulnerability. Industry insider Xu Shao (pseudonym) revealed to the Beijing Business Daily reporter.
It is understood that Mosou is a software tool, which is essentially to fraudulently use user identity to modify or increase the historical behavior data of users browsing specific products. Software developers have been sentenced in early 2020.
"Stop believing in magic search and black search." In the online forum, experienced people patiently share a tutorial on how to swipe a single without being downgraded. "The way to enter the store products must be diversified and is an effective flow, a reasonable increment" "A single single place, time dispersed" "The single number must be real, you can find local logistics to buy."
"Shoot A and B" is a common model at present, to send small gifts to old customers or brush hands instead of ordering goods, from the surface close to normal shopping behavior, both evade supervision, but also complete the brush order. However, the "empty package" and "billing number" derived from this are much more dangerous.
It is understood that some criminals control a number of websites that peddle empty courier packages, selling a large number of courier numbers, which are either idling through express logistics platforms or "sending empty packages" through offline logistics channels. In addition, there are websites in the industry that specialize in reselling courier numbers, which is actually stealing other people's courier information.
"Relatively speaking, empty packages are a very cost-saving way. However, some logistics addresses can only be matched to the city, and the logistics information is unusually fast, so it is easy to be checked. In the second half of last year, many express delivery empty package websites directly closed their doors. For example, the empty package network, last year once could not register, can not buy, until this year can only buy, but can not register new users. The South Korean side revealed.
Beijing Business Daily reporter noted that last year, the Wuxi police cracked a case of online trafficking of express delivery numbers, and the two criminal suspects controlled more than 2,600 websites such as "Empty Package Network" that peddled empty packages in two years, and sold about 600 million express delivery numbers.
Dangerous Temptations: Regulatory Pursuits Are Repeated
Brushing a single is tantamount to counterfeiting, to a lesser extent to deceive consumers, to a large extent, under unfair competition, but also affect the healthy development of the platform economy, and even bad currency to expel good money. In July this year, the State Administration for Market Regulation released the 2021 typical cases of anti-unfair competition law enforcement in key areas, which exposed relevant routines and typical cases such as "shooting A and B" and "issuing empty packages", and took this as the focus of future supervision.
In fact, when the Anti-Unfair Competition Law was amended in 2017, an "Internet Article" was added, which mentioned the content related to false transactions. Article 17 of the E-Commerce Law, which came into effect in September 2018, also stipulates that e-commerce operators shall not engage in false or misleading commercial publicity to deceive or mislead consumers by means of fictitious transactions, fabricated user evaluations, etc.
Gao Tongwu, a senior partner at Yingke Law Firm, interpreted that the act of brushing orders and speculating in letters is an act of unfair competition such as "false or misleading commercial publicity", and according to the law, merchants will face fines of 200,000 yuan to 2 million yuan, revocation of business licenses and other administrative penalties.
"From the perspective of criminal liability, businesses engaging in single-order speculation business for the purpose of making profits may constitute the crime of illegal business operation." If a merchant commits the act of swiping a single letter for the purpose of illegal possession, and fraudulently obtains the swiping platform or other people's property, it may also constitute the crime of fraud. Gao Tongwu told the Beijing Business Daily reporter.
Compared with legal supervision, which mainly points to the single host group, the most worrying thing for merchants is the supervision of the platform. It is understood that an e-commerce platform launched a "false transaction order shielding system" in 2015, and the platform will correct the violations of sellers of false transactions, including deleting commodity sales and commodity reviews generated by false transactions, and if the circumstances are serious, it will also remove all goods in the store and permanently close the store; Pinduoduo said in 2019 that it has established an "anti-cheating system" to eliminate single cheating in the motive and possibility through measures such as spontaneously displaying the platform's "total sales data" and cracking down on false shipments.
"The platform is also checking, and when it is found, it will give violations, comments and sales all deleted, and the cruel thing is to downgrade the link for 30 days, and 30 days will end, and the link will basically die." A little heavier is the deduction of points, and if the deduction is more, it will automatically return to the store. The most cruel thing is to directly return the store. The South Korean side told the Beijing Business Daily reporter.
The routine is long, and the drama of the merchant hosting and supervising your chase and escape is repeatedly staged. In the brush single river and lake, the brush hand located at the bottom of the "food chain" is still waiting to be fed, and the scam in the name of brushing the single continues to harvest the hard-earned money of the "part-timers". The Beijing Municipal Public Security Bureau has repeatedly reminded that part-time brushing is fraud, do not participate! Contact the official customer service for purchase refunds to verify, and do not trust shopping websites that come from unknown sources. Anti-fraud download the national anti-fraud App, if you have any questions, please call 96110 for consultation.
Beijing Business Daily reporter Yang Yuehan Wang Chenting