On May 13, the Douyin e-commerce "User Experience Open Day" event was held in Beijing, and the "2024 Douyin E-commerce Consumer Experience Report" (hereinafter referred to as the "Report") was released on the spot, comprehensively presenting the platform's measures and achievements in improving consumer experience in the past year from five dimensions: shopping experience, product quality, content ecology, intellectual property protection and information security.
The report pointed out that Douyin e-commerce has always adhered to the original intention of "doing e-commerce seriously", put consumer experience first, and strive to create a healthy ecology of "good services, good goods, and good content".
In the past year, the platform has improved the user shopping experience by improving the delivery timeliness, optimizing after-sales service, and upgrading customer service capabilities. In order to let consumers buy with confidence, the platform strengthens merchant management and commodity quality inspection, controls non-standard business behaviors, and strictly pays attention to product quality. At the same time, the platform has improved the rules for the management of creators and carried out special governance of false identity marketing, effectively building a high-quality content ecosystem. In addition, Douyin e-commerce is also deployed in terms of rules and technology to protect intellectual property rights and consumer information security.
The relevant person in charge of Douyin e-commerce said that the platform will continue to focus on consumer experience in the future, create a high-quality shopping platform, and meet the diverse needs of consumers for a better life.
Optimize the user shopping experience and strengthen the protection of user rights and interests
The report shows that Douyin e-commerce attaches great importance to the shopping experience of consumers. In order to improve the timeliness of logistics, in the past year, the platform has improved pre-sale management, improved delivery efficiency, and increased penalties for violations such as false delivery. In 2023, the proportion of orders shipped within 48 hours on the platform will increase by 10% year-on-year, and the overall delivery time will be shortened by 11 hours year-on-year.
In terms of ensuring the return and exchange experience of users, the "Quick Return" service has covered 88% of after-sales orders, shortened the refund time by 12 hours on average, and increased user satisfaction by 13%. For fresh food, flowers and other categories, the platform also launched the "broken return" quality worry-free service, if the consumer receives the goods rotten and deteriorated, the goods are not right, the lack of catty and two, damage, etc., can be through the order page to initiate an after-sales application.
In order to better solve the service needs of users, the customer service of the platform continues to innovate service methods, and strives to provide more active and refined services in terms of processing timeliness, compensation, and special scenario guarantees. For different types of consumer groups such as teenagers and the elderly, Douyin e-commerce has also created exclusive customer service and provided refined services for them. At the same time, the platform also continued to upgrade its intelligent customer service technology, and user satisfaction increased by 19.7% throughout the year.
Strictly grasp the quality management of goods and help merchants operate in compliance
Douyin e-commerce attaches great importance to the quality and safety of goods, and has built a series of quality evaluation systems and improved product access, promotion and operation standards by comprehensively updating the rules such as "Industry Management Specifications", "Douyin E-commerce Commodity Somatosensory Inspection Specifications" and "Douyin E-commerce Commodity On-site Inspection Specifications". At the same time, the platform has completed technological upgrades in commodity information verification, quality control and quality inspection, and continuously optimized the ecological health of the platform's products.
The report disclosed that in 2023, the platform will continue to invest special funds to optimize the accuracy and efficiency of quality inspection, and intercept more than 150,000 illegal goods. In order to strengthen the quality control of the source of goods, Douyin e-commerce has also launched the "official quality control standard", and the platform will appoint authoritative quality inspection agencies from time to time to follow up the raw materials, sorting, finished products, packaging and other processes of goods, and comprehensively control the quality of goods. In 2023, the platform will conduct in-depth physical inspections of businesses in the industrial belt, covering 17 commodity categories in 12 industrial belts, with a total inspection of more than 30 million pieces.
In response to the seasonal hot-selling products that consumers pay high attention to, the platform also continues to carry out special governance, and improves consumer satisfaction by tightening access rules, increasing margins, strengthening quality control, and improving relevant content governance. At present, the special project covers 19 seasonal special categories such as hairy crabs, moon cakes, flowers, down jackets, and dresses.
Ensure the authenticity and credibility of information and create a high-quality content ecosystem
In 2023, Douyin e-commerce will continue to effectively build an authentic and credible healthy content ecosystem by incentivizing high-quality content and cracking down on low-quality content.
At the level of rules, the platform has improved the management of top creators and the credit score mechanism. Among them, soft warnings such as substitute penalties for exams have promoted a 36% reduction in the violation rate of creators. For creators and their accounts that fail to make corrections in multiple violations, the platform is to employ measures such as increasing credit score deductions and temporarily or permanently closing accounts.
In response to the problem of "false marketing", which is of general concern to the public, the platform has also launched special governance. In 2023, the platform will cumulatively govern more than 8,000 accounts that violate the rules and remove more than 1,200 accounts.
In addition, Douyin e-commerce helps creators grow by certifying high-quality creators, providing customized services and activities, and assisting in the selection of high-quality products. According to the report, the platform certifies an average of 1,000 high-quality e-commerce creators every month, and selects more than 26 million high-quality products for this group throughout the year.
Strengthen the protection of intellectual property rights and upgrade the system for the prevention and control of counterfeit goods
Douyin e-commerce has always attached great importance to the protection of intellectual property rights. In the past year, the platform has continued to innovate in terms of rights protection efficiency, prevention and control capabilities, and portrait protection.
According to the report, IPPRO, the official rights protection platform of Douyin e-commerce, will add a rights protection dashboard function in 2023 to visually display the complaint data of rights protection accounts and provide rights holders with a convenient and smooth rights protection experience. The data shows that in 2023, the overall complaint processing time of the IPPRO platform will be shortened by nearly half compared with last year, and the efficiency of rights protection will be significantly improved.
In terms of combating counterfeit goods, in 2023, the platform will upgrade its online prevention and control system to crack down on counterfeit goods from the source. Throughout the year, the platform took the initiative to delete more than 800,000 links to counterfeit products, removed more than 60,000 stores, and punished more than 60,000 creator accounts for violations.
In addition, Douyin e-commerce also actively cooperated with relevant departments to carry out offline special actions, and in 2023, it assisted relevant departments in investigating and handling a total of 33 cases, arresting 136 people involved in the case, involving 388 million yuan, involving shoes and clothing, liquor, books, food, maternal and child products, digital products and other sources of counterfeiting industries.
Online and offline joint crackdowns to protect user information security
With the rampant black industry such as information trading, data theft, and illegal drainage, the information security risks faced by the e-commerce industry are becoming increasingly severe.
According to the report, in 2023, the Douyin e-commerce platform will continue to strengthen data privacy protection and ensure consumer information security by accelerating the improvement of the virtual number function, building secure outbound call products, and optimizing the specifications for taking numbers from electronic face sheets.
Up to now, the platform has promoted more than 800 independent software developers and logistics providers to enter the cloud, and launched the electronic face sheet number collection specification to reduce the risk of data leakage. The secure outbound call product provides anti-fraud early warning to users of specific consumer goods and high-risk users who are easily deceived through phone calls or text messages, reaching more than 2,000 users per day.
In addition to online early warnings, the platform also assisted relevant departments in carrying out offline law enforcement against illegal acts such as stealing consumers' personal information, investigated and dealt with 13 cases throughout the year, and eliminated 26 criminal gangs.
Editor: Liu Ming
Statement: Xinhua Finance is a national financial information platform undertaken by Xinhua News Agency. In any case, the information published on this platform does not constitute investment advice. If you have any questions, please contact customer service: 400-6123115