<b>Key points:</b>
● Consumers have mixed praise and criticism of the "praise cashback" routine of online shopping. The vast majority of people rely on its "return to the blood", but some people point out that this move is a "canvassing behavior", and the content of the screen brush lacks authenticity, which will affect their judgment of the quality of the product.
● Nowadays, "praise cashback" has undermined the integrity rules and integrity culture of the platform economy, and merchants may be fined for suspected violations of the E-commerce Law and the Anti-Unfair Competition Law of the People's Republic of China.
● The platform side is also hard to blame, and the rampant "praise cashback" is inseparable from the "fueling" of some platforms. Although several major e-commerce platforms have explicit provisions prohibiting and strictly investigating, the status quo is "thunder and rain".
"Good reviews, full five-star praise screenshots, receive 3 yuan in cash."
Consumers who often shop online and order takeaway should be no stranger to such small cards, and the praise cashback cards that accompany these packages will prompt consumers to send five-star praise screenshots in accordance with card requirements, and the store can get a red envelope of 2 yuan-5 yuan.
Nowadays, the phenomenon of merchants spending money to buy praise has become the norm, and the probability of a platform merchant putting a "positive cashback" card exceeds 50%. Many users said that buying something for 10 yuan and giving a good review can be cashed back for 3 yuan. During the Double 11 period, there are not a few consumers who "return blood" through praise cashback.
However, this phenomenon has attracted regulatory attention, and with the improvement of relevant regulations, this kind of small cards in express delivery and takeaway may be further regulated.
<b>False positive reviews equal "bad reviews"? </b>
A user who often shops online on an e-commerce platform said that basically most express deliveries will come with a good cashback card, some need to add customer service WeChat, cashback through transfer, and some directly through the e-commerce platform customer service channel cashback.
"In fact, as long as you make up enough words and pictures, you can earn a few dollars, and the 9-dollar 9 card can cash back 5 yuan, which is equivalent to wool." However, I am lazy, and this kind of small card is usually thrown away. But sometimes customer service will also prompt through the platform private message. The above user said. There are even netizens who share the method of making money lying down: one by one, they ask the merchants who have bought things "Praise cashback".
This is indeed the case. In addition to the cards in the express delivery, when a few merchants were randomly asked on a certain platform, two merchants said that "there are red envelopes for the picture", and the amount is not low.
But at the same time, this behavior is also criticized by many users. Some consumers said that it is becoming more and more difficult to see the real evaluation, and e-commerce and takeaway platforms are filled with a lot of word count evaluations, which are brushed at a glance. For example, "the quality is good, basically consistent with the seller's description, or quite satisfied", "the seller's service is very good, the communication is very smooth, the overall satisfaction", "the seller's delivery is very timely, the freight charge is very reasonable", "lollipop, very good" and so on.
"The return of praise is a solicitation of votes, and the content lacks authenticity." If I saw that the comment area was full of such word count and exaggerated evaluations, I would not choose to buy this family's things. The above-mentioned consumers mentioned that when the comment area is filled with such false praise, it is basically equivalent to bad reviews, "more hope that all merchants are in a fair environment to compete."
For takeaway and e-commerce merchants, praise means traffic, and the platform will show more stores with high recommendation ratings to consumers to gain exposure. At the same time, this is also a marketing strategy, through low prices and cashback to attract traffic, and then achieve high display, belongs to the early investment, the later return strategy, but in the later stage may not appear such a high amount of cashback situation.
<b>Some people rely on small card scams</b>
Some people are happy to cashback wool through praise, but many consumers are deceived and fooled by merchants because of positive cashback.
In the black cat complaint, many consumers complained about the false praise of the merchant, that is, the cashback was not implemented after inducing the consumer's praise.
"Send me a private message saying that the praise is 10 yuan in cashback, and after the evaluation, let the evaluation be followed up and said to be a coupon."
"Call me twice and say, give me a good review, and then cash back 20, and when the praise is finished, you will return 3 yuan!"
"The small card says that the praise has 3 pieces of cashback, and when the praise is returned, the customer service says that it is necessary to follow up the review, and after the review, the customer service directly ignores people, since it does not fulfill the promise, do not do this kind of activity to deceive people."
……
Common positive cashback cards
In addition, positive cashbacks can also fall into the trap of telecom fraud.
According to previous news reports, a Ms. Li (pseudonym) added a "netizen" to a shopping WeChat group, the "netizen" said that she could get cashback by helping her brush praise on the shopping website, and Ms. Li was then guided by her to auction off items with a total price of more than 10,000 yuan on a shopping website. After placing the order, the other party induced Ms. Li to continue to buy more goods. After realizing that she had fallen into a fraud trap, Ms. Li wanted to return the goods, but was rejected by the other party and blocked. In the end, with the intervention of the police, Ms. Li recovered the loss.
It seems that positive cashback seems to be a good thing for both sides, and it has been common in the takeaway industry and the e-commerce industry for many years and has become the norm in the industry. However, there are all kinds of chaos behind it, and consumers are also facing many risks while they are wool.
<b>Merchants are suspected of violating the law or being punished</b>
A person engaged in the production of "praise cashback" cards revealed that the number of merchants who come to make cards will reach hundreds of them every month, and the amount of customization is more than a thousand, "We have a variety of praise cashback templates, but many people like the most direct one, and the four words of praise + return money must be prominent."
The Positive Cashback card has a variety of templates
However, with the landing of relevant legal provisions, the positive return to the present will be strengthened governance.
Recently, three restaurants in Yangzhou, Jiangsu Province, were punished by the market supervision department for placing "praise cashback" cards in takeaways.
According to the relevant person in charge of the Yangzhou Municipal Market Supervision Bureau, according to Articles 20 and 25 of the Anti-Unfair Competition Law and Article 27 of the Administrative Punishment Law, the law enforcement personnel ordered the shops involved to stop the illegal acts and fined them 12,000 yuan.
It is worth noting that as early as August this year, the State Administration for Market Regulation also issued the "Provisions on Prohibiting Online Unfair Competition" for comments, which was open to the public for comments. It clearly stipulates that business operators must not adopt interactive behaviors such as cashback, red envelopes, card coupons, etc., which are sufficient to induce users to make designated evaluations, likes, forwards, and targeted voting.
Zhang Xuefeng, a financial commentator, said that the "praise cashback card" is a fraudulent act that undermines the integrity rules and integrity culture of the platform economy. By violating other consumers' right to know and misleading other consumers, merchants may be fined for allegedly violating the E-Commerce Law and the Anti-Unfair Competition Law of the People's Republic of China.
At present, the business specifications formulated by Taobao, Pinduoduo and other platforms also list "praise cashback" as a violation, and deal with illegal merchants, such as temporarily removing or deleting relevant goods or information.
Previously, many Chinese cross-border e-commerce sellers on amazon's platform have been "banned" one after another, one of the reasons involving praise cashback. It is reported that the governance is mainly aimed at manipulating reviews, putting gift card reviews in goods, social media using cash and other ways to obtain false reviews of businesses, this ban is considered Amazon's largest rectification action in recent years, resulting in a "big earthquake" among China's cross-border e-commerce sellers.
In September this year, Dai Zhenfei, amazon's global vice president and executive president of Amazon's global selling asia-pacific region, revealed in an interview with the media that in the past five months, about 600 Chinese mainland brands have closed sales permissions, involving about 3,000 seller accounts. These accounts have repeatedly abused comments, and some brands have even been suspected of bribery. According to statistics released by the Shenzhen Cross-border E-commerce Association in August, in more than two months, more than 50,000 Chinese sellers have been blocked on Amazon's platform, and the amount of losses caused is estimated to exceed 100 billion yuan.
Market evaluation believes that the behavior of merchants inducing consumers to praise through cash not only violates consumers' right to know, but also constitutes false publicity, which is unfair competition.
Zhang Xuefeng mentioned that for all kinds of chaos that occurs on takeaway and e-commerce platforms, the platform has the responsibility of supervising dereliction of duty, and it is even possible that some "chaos" cannot be separated from the "pushing and shoving" of the platform in it, and "praise cashback" is one of these chaos.
"There are some similar incidents, such as takeaway riders violating traffic rules are punished, etc., many behaviors are forced under the big data algorithm of the platform, and the merchants and riders are in a weak position in this three-party relationship, but every time a similar incident occurs, the merchants and riders are punished more, but there are relatively few penalties for the e-commerce platform, in fact, the punishment and supervision of the platform should also be increased."
At the same time, consumers who find similar "positive cashback" phenomena should be reported in a timely manner. To control the chaos of "praise cashback", it is not only necessary to control the behavior of businesses, but also to supervise consumers and strictly prevent and control measures on the platform.
(New Yellow River)
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