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A storm caused by an evaluation
In the world of self-media, a storm about the evaluation of sunscreen clothing is quietly staged. This turmoil not only cost an evaluation company 45,000 yuan, but also made countless consumers suspicious of the so-called "third-party evaluation".
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This incident is like a well-choreographed drama that gives us a deeper understanding of the truth and lies in the era of self-media.
The science and bias behind assessments
The starting point of this sunscreen clothing evaluation incident is a seemingly scientific comparison article. In the article, different brands of sunscreen clothing are given different labels, such as "thick fabric, slow delivery" and "full of ice and strong sun protection". These seemingly objective descriptions are actually misleading consumers with one-sided data and influencing their purchasing decisions. The judgment of the Suzhou Intermediate People's Court directly pointed out the unscientific and unfair nature of this assessment.
The market impact of third-party assessments
In this case, we have to mention the market influence of third-party evaluations. According to the data, the global market size of influencer marketing has grown from $1.7 billion to an estimated $21.1 billion in just a few years. Behind this number is the huge impact of third-party evaluation on consumer purchasing behavior. However, whether this influence is based on truth and impartiality is a question worth pondering.
Crisis of trust among consumers
With the popularity of third-party reviews, consumers are increasingly relying on them to make purchasing decisions. However, according to the report of the China Consumers Association, more than 93.1% of the third-party evaluations have evaluation standards, and 55.7% have the integration of commercial testing and commercial maintenance testing.
The data reveals a reality: many third-party assessments are not as objective and unbiased as they claim, but are riddled with bias and lies.
The grey area of the assessment
In the gray area of third-party evaluation, some evaluators do not hesitate to resort to false propaganda and commercial testing in order to attract traffic and quickly monetize. These behaviors not only harm the rights and interests of consumers, but also disrupt the market environment. Consumers are often struggling to distinguish between authenticity and falsity in the face of these reviews, and are easily deceived.
A standardized path of exploration
In order to standardize third-party evaluation, the Jiangsu Provincial Consumer Protection Commission issued the "Guidelines for Third-Party Evaluation", which puts forward clear requirements for the basic principles, basic requirements, evaluation methods, evaluation procedures, and release of results. This is a positive sign that regulators are taking steps to ensure that third-party assessments are reliable and unbiased.
The future outlook of self-media evaluation
With the strengthening of supervision and the improvement of consumer awareness, the future of self-media evaluation will tend to be standardized and professionalized. Evaluators need to provide more authentic, effective and credible consumer reference information, otherwise they will face severe punishment by law and elimination from the market. For consumers, it is the key to avoid being misled by looking at evaluation information rationally and not blindly believing in "planting" traffic.
The sunscreen clothing evaluation storm is not only a punishment for an evaluation company, but also a wake-up call for the entire self-media evaluation industry. In this era of information explosion, we need more rationality and judgment to deal with third-party evaluations that seem objective and fair, but in fact have hidden mysteries.
At the same time, it is also necessary for regulators, industry organizations and internet platforms to work together to develop more reliable standards and details to ensure that third-party assessments truly become a useful reference for consumers. This incident may become a landmark event on the road to the standardization of self-media evaluation, let us wait and see.
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