Douyin started and directly banned millions of live broadcast rooms

Douyin e-commerce strictly grasps platform governance

In terms of content governance on the platform, Douyin e-commerce has set an example for its peers.

Recently, some netizens discovered that Dong Moumou, the heroine of the suspected Chengdu Taikoo Li "Hand in Hand" incident, opened a personal account on the Douyin platform and conducted a live broadcast.

During the live broadcast on the evening of February 18, the account abruptly interrupted the live broadcast, and shortly after its homepage showed that the account had been banned for violating the relevant provisions of the Douyin Community Self-Discipline Convention.

Source: Beijing News Review Video Account

As soon as this incident came out, it quickly aroused social attention, and related entries quickly topped the Weibo hot search list.

Although Dong Moumou did not carry out any live broadcast activities in the live broadcast, a certain skirt in his street shooting video had triggered a buying boom before, which also made many people speculate that he might carry out live broadcast to bring goods.

However, judging from the current situation, even if Dong Moumou had the idea of live broadcasting, with her Douyin account being banned, this possibility no longer exists.

Of course, Dong Moumou's banned live broadcast room is just one of the many cases that have been punished. In the past year, there have been a large number of short videos and live broadcast rooms on the Douyin platform that have been banned for violating various regulations.

On February 19, Douyin e-commerce released the data report "2023 Douyin E-commerce Platform Governance This Year", which shows that in 2023, the platform will remove a total of 17.97 million low-quality short videos and ban 1.48 million low-quality live broadcast rooms.

Source: "2023 Douyin E-commerce Platform Governance Year"

Most of these penalized accounts are involved in exaggerated false propaganda, illegal marketing and other egregious behaviors, which not only mislead consumers, but also seriously damage the original healthy and positive ecological environment of the Douyin community.

In order to defend a green, healthy, and positive content ecology, Douyin e-commerce has no mercy on these behaviors and resolutely cracks down on them.

In 2023, the overall delivery time of the platform has been shortened by 11 hours year-on-year, and the number of consumer complaints about delivery problems has decreased by 65% year-on-year.

Source: "2023 Douyin E-commerce Platform Governance Year"

In addition, the average logistics speed of Douyin e-commerce has also increased to 12.3%, and the overall spot order ratio has increased by 9% year-on-year, which not only further shortens the time for consumers to wait for goods, but also ensures the timeliness and reliability of product supply.

Based on the above data, a series of rectification and improvement measures of Douyin e-commerce not only bring consumers a more efficient and convenient shopping experience, but also create a more fair and orderly competitive environment for merchants.

From this point of view, Douyin e-commerce has achieved remarkable results in strictly controlling the governance of the platform. These results fully prove the determination and ability of Douyin e-commerce in platform governance, and also set an example for the standardized development of the entire e-commerce industry.

It is imperative to rectify low-quality content

In fact, Douyin e-commerce bans low-quality short videos and live broadcast rooms, which is both a helpless move and an inevitable choice.

But in any case, it is imperative for Douyin e-commerce to rectify low-quality content.

First of all, to protect the user experience. We all know that among the many e-commerce platforms, Douyin e-commerce stands out with its unique and attractive content advantages, attracting the attention of a large number of potential consumers.

However, due to the low threshold for content creation, Douyin is often flooded with a large number of low-quality short videos and live broadcast rooms with exaggerated and shoddy content, which not only harms the interests of users, but also affects the user's shopping experience.

Examples of violations of Douyin's low-quality live content

Based on this, Douyin e-commerce must strive to eliminate these bad behaviors through strict supervision and punishment measures to ensure that users can make purchases in a real and reliable shopping environment.

Second, to maintain fair competition. As an e-commerce platform, Douyin e-commerce needs to maintain a level playing field and promote the healthy development of the entire e-commerce ecosystem.

However, the low-quality short videos and live broadcast rooms that appear on the platform often obtain benefits by exaggerating publicity and misleading consumers, which not only disrupts the market order, but also harms the interests of other compliant merchants.

In this case, Douyin e-commerce has to ban these low-quality content to avoid market chaos caused by misconduct such as false propaganda and misleading consumers.

Also, in order to promote content innovation. As an e-commerce platform that started with content, Douyin e-commerce understands the importance of high-quality content to attract and retain users.

Only by continuously promoting content innovation can we continue to stimulate users' interest and participation, so as to maintain the vitality and competitiveness of the platform, which is also an important reason why Douyin e-commerce resolutely strictly grasps the governance of the platform and removes low-quality content.

Of course, in addition to the above three aspects, it is also important to find new sources of demand growth.

For those who often pay attention to e-commerce platforms, it is not difficult to find that in the past two or three years, almost all platforms have accelerated the pace of pursuing high-quality content.

Take Taobao as an example, at the beginning of 2023, Taotian Group announced five major strategies internally, namely live broadcast, private domain, content, local retail and price power, which is known internally as the "five major battles".

Among them, the importance of content strategy is particularly prominent.

According to the information revealed in the "Incentive Policy for High-quality Content Anchors (August)", Taobao pays great attention to the content quality of new anchors and small and medium-sized anchors, as long as the anchors can ensure that the quality of content and the duration of the broadcast meet the requirements of the platform, they will have the opportunity to receive up to 4,000 yuan for novice anchors and 2,000 yuan per month for full attendance.

Source: "Incentive Policy for High-quality Content Anchors (August)"

From this point of view, Taobao's emphasis on the quality of the platform's content can be seen.

From the macro perspective of the industry, although the content e-commerce model has not completely replaced the traditional shelf e-commerce model, its rapid rise and popularity cannot be ignored.

In the face of this trend, only by continuously improving the quality of content, digging deep and meeting the needs of users, can we find new growth points and stand out in the fierce market competition.

In short, e-commerce platforms are experiencing a significant trend of contentization, and high-quality content has become a new driver of growth.

For e-commerce platforms such as Douyin and Taobao, effectively managing and optimizing the content quality of their own platforms is one of the most important aspects of the day.

Content regulation is a constant battle

However, content regulation on e-commerce platforms is a long-term and arduous task. Today, as technology continues to evolve and user needs continue to change, so does the difficulty of content moderation.

Because of this, the problem of false, vulgar and spammy content on e-commerce platforms has become more and more serious in recent years. Although platforms continue to strengthen governance, regulatory loopholes continue to emerge, resulting in a flood of low-quality content.

In the face of the current grim situation of low content quality and the proliferation of false and vulgar content on e-commerce platforms, e-commerce platforms should take on the responsibility of self-purification.

This requires the platform to actively use advanced technical means, such as artificial intelligence and big data analysis, to accurately identify and screen suspected fraud, vulgarity and other bad content, and timely block and deal with it, so as to effectively reduce the spread and impact of such content.

To some extent, the regulation initiated by the platform is indeed the core of ensuring the quality of the platform's content.

Of course, it is obviously not enough to rely on the self-purification of the platform, and the self-supervision of users also plays a crucial role.

As an important participant in the e-commerce platform, users need to have the ability to distinguish the authenticity and pros and cons of content, consciously resist false and vulgar content, and actively participate in the content governance of the platform through channels such as reporting and feedback. This self-monitoring behavior of users not only helps to maintain the healthy ecology of the platform, but also promotes the healthy development of the entire e-commerce industry.

In short, content regulation is a constant battle. Next, only when the platform and users form a joint force and jointly participate in the supervision and regulation of the e-commerce platform can we create a truly high-quality, healthy and safe shopping environment.

Author | Li Xiang