November 22nd
Released by the China Consumers Association
2023 "Double 11"
Analysis report on public opinion on consumer rights protection
From October 20th to November 16th, a total of 56753335 pieces of information related to "consumer rights protection" were collected, and the data shows that consumer feedback tends to be positive as a whole, and live broadcast and low prices have become hot topics among consumers.
Daily information volume chart of "consumer rights protection".
Surveillance findings
During the "Double 11" period in 2023
The issue of consumer rights protection is concentrated in
Live streaming is chaotic
Product quality issues
Bad experience with mobile app ads
promotions, price disputes, etc
Live streaming is chaotic
During the monitoring period, there were 1565203 pieces of negative information about "live streaming", and problems such as price monopoly, vulgar sales, and false propaganda were more prominent.
Example: Relying on ugliness to make a career is causing more people to be disgusted
Title: The anchor who made his fortune by judging ugliness is being disgusted by brand fans.
Product quality issues
During the monitoring period, there were 870131 pieces of negative information about "product quality", among which the problem of counterfeiting and shoddy products in the live broadcast room was prominent.
For example: "Seven days without reason", can't be refunded after overtime?
Title: If the return and exchange are not smooth, the price guarantee is not implemented, who will solve the after-sales problem of "Double 11"?
Ms. Guo bought a windbreaker for 339.9 yuan in the live broadcast room of a platform, and after receiving the goods, she found that the goods were not right, not only the size was not standard, but the favorite metal buttons even fell off automatically. Ms. Guo contacted the merchant to return the goods for a refund, but the other party said that the "seven days without reason" return and exchange time had passed and refused to return the goods. Wang Dongmei, a lawyer at Beijing Yingke Law Firm, explained that the rule does not restrict consumers' right to request a return or exchange of goods if the goods themselves are defective or have quality problems. Article 24 of the Law on the Protection of Consumer Rights and Interests of the Mainland clearly stipulates that if the quality of the goods is found to be defective after receiving the goods, the consumer may request the seller to return the goods, and there is no time limit for returning goods within seven days or after seven days.
Bad experience with mobile app ads
During the monitoring period, there were 75,663 pieces of negative information about the "advertising experience", and people's "slots" were concentrated in mobile phone software advertisements, and many forced jump methods made consumers unable to prevent it and had a headache.
For example, more than 90% of consumers are averse to shake jump ads
Headline: More than 90% of consumers are averse to "shake it" jump ads
Promotional Price Disputes
During the monitoring period, there were 63,757 pieces of negative information about "promotional price disputes", mainly on issues such as arbitrary changes in preferential policies, sudden price reductions near the end of the event, non-insurance prices, and inducing consumers to cancel orders.
For example, the price of iPhone 15 "Double 11" is reduced in the last two hours
Title: iPhone 15 Double 11 price cut in the last two hours
The China Consumers Association's comprehensive analysis of consumer rights protection public opinion and typical cases during the monitoring period found that this year's platform and merchant routines have been simplified and attributed to "low prices", but the extensive management and loopholes have also affected consumers' shopping experience to a certain extent. Specifically, it is manifested in the following three aspects:
👉 The simplification of rules does not mean that there are no rules, and the sense of integrity and the spirit of contract need to be improved. This year, there are still cases of preferential policy adjustments or even direct price reductions after the final payment, and consumers have said that they have "suffered a backstab". Behind the low-price "shopping", merchants and platform providers should realize that the formulation of preferential policies should follow the market rules and the spirit of the contract.
👉 More and more new platforms and businesses are entering the market, and the support and supervision of the government and platforms need to be strengthened. This year's "Double 11" is the one with the most participation of small and medium-sized businesses, and it is also the one with the most participation of Internet platforms, and the foundation of these "fresh blood" is relatively weak. Merchants and brands need not only more intimate support policies, but also stricter regulatory measures in order to seek quality and service improvement in addition to low prices, and adapt to the trend of consumer diversification.
👉 Drainage advertisements should be "convenient" rather than "disturbing the people", and relevant APP behaviors must be restricted and guided. This year's "Double 11", frequent and chaotic splash ad jumps are a short-sighted behavior, which may bring certain convenience to consumers, but more often lead to consumer disgust and resistance, and consume the user's goodwill and trust. Policies were introduced at the beginning of the year, but e-commerce platforms, app developers, and merchants still need to reach a consensus and strengthen self-discipline.
Suggestions for responding to public opinion on consumer rights protection
First, platforms and merchants should aim at "price power" and continue to exert force. Adhere to legal compliance, tap consumer needs, provide consumers with more cost-effective products, and seek to improve "service power" to win consumers' favor with better service and low price strategy.
Second, the platform should earnestly fulfill its management responsibilities and maintain market order. On the one hand, more support will be given to small and medium-sized businesses, such as lowering service fees, providing support policies, and conducting professional training to stimulate market vitality. On the other hand, we will strictly supervise acts such as false propaganda and misleading prices, eliminate the chaos of live streaming, improve the professionalism of anchors, and create a fair competition market environment.
Third, the regulatory authorities should continue to improve their regulatory capabilities and levels in the field of live streaming. Make good use of the power of science and technology, use emerging technologies to develop new means of supervision, and further strengthen the standardized management of platforms, anchors, merchants, etc. Be wary of "price monopoly" and "new routines" to ensure that consumers can consume with peace of mind.
Fourth, the media should play a greater role in guiding consumer behavior and helping consumers protect their rights. Through public opinion publicity, guide consumers to establish a correct concept of consumption, improve consumers' awareness of discernment, and enhance their ability to resist induced consumption;
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View the report details
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2. Illegal and bad information reporting telephone: 010 - 88315438
Announcement of the conference room of China Consumer Daily
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Produced by the editorial department of China Consumer Daily
Source/China Consumer Daily, China Consumer Network
Reporter / Ren Zhenyu
Editor/Li Xiaoyu
Producer/He Yongpeng, Ren Zhenyu