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CCTV news (reporter Kan Chunyu and Yue): A declaration suddenly exploded on the Internet, and on e-commerce platforms and social software, "Chinese do not deceive Chinese" swept through all corners and became a code word between buyers and sellers and the melon-eating masses. The buyer is eager but not sure, tentatively throwing the stem, once the seller repeats this sentence, it seems to mean that the two sides have reached a special agreement, in addition to the transaction relationship, to establish a certain identity connection, injecting more trust into the business behavior. With a simple chat screenshot, #Chinese don't cheat Chinese # rushed to the hot search one morning on the eve of "Double 11".
In addition to simply playing with the terrier, we also try to think, what is the deep logic behind the popularity of "Chinese do not deceive Chinese"? What are the demands of consumers?
Honesty and trustworthiness, childlike innocence is the soul call of the operator
Zhang Tao, a member of the expert group for the drafting of the "14th Five-Year Plan for E-commerce Development" and a partner at Beijing Deheng Law Firm, gave an accurate summary: "This sentence seems to be said to customer service, but in fact, it is also hoped that the operators behind it will make a commitment of honesty and trustworthiness and no fraud, which reflects the rapid development of China's e-commerce, and people's demand for commodity quality and logistics and delivery time continues to increase." Consumers expect operators to operate honestly and faithfully, so they give operators a soul guarantee. He believes that this also reflects that the demand for the growth rate of China's e-commerce is more vigorous, and the transaction rules, service system, and integrity system also need to be further improved and improved.
Some studies have pointed out that after a country crosses the threshold of $10,000 per capita GDP, it will set off a "domestic product fever". In 2019, China's per capita GDP stood on the ladder of $10,000 for the first time. According to the 2020 China Consumer Brand Development Report, in 2019, the market share of online Chinese brands reached 72%.
In fact, there are two keywords here, one is the brand, "Chinese do not deceive the Chinese", the brand is actually a domestic brand, especially in the past two years, consumers may prefer domestic brands; the second is a consumer's expectation of producers and operators. Xu Guangjian, a professor at the School of Public Administration of Chinese University, said, "Some new brands have not yet been fully recognized by consumers, and consumers expect them to be authentic, honestly inform the quality level of goods, and get what you pay for." ”
Yi Fang, associate professor of the School of Economics of Beijing Technology and Business University, told CCTV reporters: "In fact, the deep logic and demands are mainly reflected in one aspect, that is, the requirements for the business environment and the integrity system. The popularity of this stem shows that the credit system is still lacking, and this pain point has existed in the hearts of many consumers and netizens. ”
"In fact, many of China's problems are from public opinion, so that the problems can be raised, but it is not enough to solve this problem by relying on public opinion, and all aspects of the business environment need to be improved." Yi Fang believes that the punishment for dishonest behavior should be increased so that it can be offset with the profits of the operator to enhance deterrence.
The pattern of honest management should also be larger
In an interview with the CCTV reporter, Yi Fang stressed: "Our pattern can be bigger, not only do not deceive Chinese, in fact, should not be deceived, integrity is not distinguished from the concept of country." Xu Guangjian also believes: "Whether it is domestic or imported, we cannot relax the control of product quality and after-sales service, and there is no difference between regions and countries." ”
"For operators and producers, it is more important to think about how to improve the quality of goods and services to meet the increasingly diversified needs of consumers, quality assurance should be more standardized and reasonable, and the obligation to inform should be more clear and clear." Zhang Tao said.
One of the main tasks mentioned in the newly released "14th Five-Year Plan for E-commerce Development" is to deepen innovation-driven and shape a high-quality e-commerce industry. Zhang Tao said: "Both large and small enterprises should actively innovate, continuously improve the quality of goods and services, innovate business models, so that consumers can personally experience that businesses are operating in good faith, rather than asking questions and answering questions and answering in a mechanical manner." ”
Is it a consumer's right or obligation to do your homework before buying?
After all, the binding force of a sentence is limited, and more often, consumers still need to polish their eyes. Zhang Tao reminded: "When buying goods, we must improve our ability to distinguish. On the increasingly open commodity trading platform, consumers should see the qualifications and reputation of the merchants and the source components of the goods before purchasing, see clearly whether the rules of the transaction are consistent with their expectations when purchasing, and keep the transaction records after the purchase, so that when disputes occur, they can reasonably and legally protect their rights at the first time. ”
But Yi Fang also noticed: "Buyers always have no sellers to understand, it is difficult for us to require consumers to have a high ability to identify the product itself, which is a very high social cost, and everyone has to pay more energy." We can only remind consumers to do it themselves, but we can't ask for it. We must create a better business environment and let everyone have a better consumption experience, so that everyone will be more willing to consume, so that we will go better in the direction of the inner cycle. ”
Before such an environment is built, consumers still need to grasp the legal knowledge to protect their rights and interests. Zhang Tao introduced that article 60 of the E-commerce Law stipulates that e-commerce disputes can be resolved through negotiation and settlement, request for mediation by consumer organizations, industry associations or other mediation organizations established according to law, complain to relevant departments, submit arbitration, or file lawsuits. "When a dispute arises, consumers can actually complain to 12315, the Consumer Association or the market supervision department, and at the same time they can protect their rights through legal means; according to Article 55 of the Consumer Rights and Interests Protection Law, if the business operator has fraudulent behavior, he should bear the responsibility of 'returning one and paying three', and consumers who purchase food that does not meet the safety standards can also claim ten times the compensation."
With the continuous improvement of the high-quality e-commerce market system, I believe that one day, "Chinese do not deceive the Chinese" will no longer bear the heavy responsibility agreed in the transaction, so that the joke is just a joke.