Online shopping market is far from mature, consumer protection programs need to be more perfect

"3 15" coming, the Chinese Consumer Association released the 2011 national associations to receive complaints data statistics report. The report shows: Zhongxiaoxie has received a total of online shopping for the main sales complaints 30355, an increase of 43.3%, ranked first. At the same time, CCTV "3 15" party also issued a "who is responsible for online shopping" program solicitation, pointing to the electrical business industry in all sorts of chaos.

The electrical appliance Merchant also tread "3 15" The node, has launched each kind of consumer safeguard plan. These new measures have their own strengths, targeted at a network of shopping market loopholes, is undoubtedly the gospel of consumers. But from another point of view, the new focus on disclosure has also proved that the online shopping market is far from mature, there is an urgent need to establish a better and more sophisticated consumer protection programs.

Timely announcement of punishment information

To the net buys the market, the effect of the Word-of-mouth marketing is very obvious, the buyer to the seller's "bad comment", often directly affects a website or an online shop's future. Therefore, in the protection of consumer rights and interests, the use of good "word of mouth" strength, but also to improve the consumer protection system is a way of thinking.

This year, Taobao put forward this idea.

Data show that in 2011, Taobao treatment of infringing goods information 63.2 million, which received complaints to handle more than 8.7 million commodity information processing, Taobao initiative through special strikes, mysterious purchase and other ways to deal with more than 54 million, the punishment of more than 700,000 members. But for the average net buyer, only look at the data and do not know if they buy goods shop is good faith. To this end, Taobao decided to add "exposure Taiwan" this new platform. It is reported that exposure will be regularly published online shopping some of the bad phenomenon, as well as the site's recent penalties for some shops, the previous penalties and sampling results completely open. The exposure platform will also take the form of user interaction, by the member through the platform of the report on fake and shoddy products to report, including the sale of banned goods, selling fakes, and directly in the forum to express their feelings and views, and further expand the "Word-of-mouth effect."

Industry insiders pointed out that Taobao exposure platform on the line, means that the site will be the results of the investigation, punishment from the background to the front desk, public online inspection of the various processing results. Consumers through the exposure platform, access to more comprehensive information on the website rights, including the sale of fake shops list, repeated sampling of substandard merchandise shops list, as a guide to online shopping. At the same time, sellers will be more constrained and more deterrent. Of course, the impact of the "exposure platform", but also to further disseminate the online shopping process how to cheat, how to safeguard the basic knowledge, to build a complete network shopping market Word-of-mouth effect guidance system.

Cannot rely on "authentic inspection"

"Support inspection, false one lose ten", such propaganda language in the network shop many. But many consumers find that the so-called "support inspection" is basically dead. Consumer Miss Wang complained: "Got the net to buy cosmetics after suspicion of false, the counter shop salesman said that the inspection is not their duty, do not want to distinguish between the authenticity of me." "Consumer Zhu said:" After my Ruanmoyingpao, the counter salesperson only said "bag may be false", but sell the bag shop said must be issued by the special counter paper to be awarded. How is that possible? ”

It can be seen that to improve the quality of online products, the authenticity rate, cannot rely on consumer rights, but should be provided by the sale of the platform of the electricity dealers assume responsibility. There are many ways to take responsibility, such as domestic well-known fashion commodity electric dealers take the lead in the introduction of insurance network sales. Show Network commitment, the sale of all the goods by the Chinese People's property insurance company to provide brand-name authentic protection, and through other authoritative third-party verification information for the integrity of the enterprise endorsement, including with the Shenzhen market Supervision authority to establish a consumer rights service station, through the Chinese Internet Association 3A website verification. Another main authentic cosmetics of the Electric Business Lok Bee network through strict controls on procurement channels to ensure product quality, commitment to the site all products only from brand manufacturers, agents, domestic and foreign counters and other regular trusted channels procurement. It is reported that the Lok Bee network with Shiseido, Bai grass set, royal mud square, suitable for more than 20 cosmetic brands cosmetics brand set up a genuine cosmetics alliance, direct underwriting of products up to tens of thousands of kinds. Wang Licheng, CEO of the website, said: "I am not sure that Le Bee net offers the cheapest price, but can guarantee all is real goods." ”

Jina many net sale "retail" Taobao also for the source of good faith to give solutions. It is disclosed that the Taobao information Security Department will be in the audit, quality inspection, screening, monitoring and other basis, to increase the "unconventional" integrity assessment means. For example, in the country recruit hundreds of reputable, has the net buys the experience and the honest reliable buyer, invites them as the volunteer buyer to search the Internet to look for the problem. Looking for the problem is mainly those who complain and refund more business, or industry impact, high quality risk goods, volunteer buyers in the identity of ordinary consumers to purchase, by Taobao and third-party testing agencies, the purchase of goods to identify. If the product has problems, Taobao will be based on the identification results of the decision on the business penalties.

Group purchase site to launch a cost-effective 50 million-yuan consumer guarantee program, to improve the integrity of online shopping services to provide a new perspective. It is understood that the 50 million fund will be around the purchase service pre-sale, sale and after-sale consumption of the whole process. Especially in the process of consumption, poly-value will introduce third-party quality inspection, "Mystery customer" sampling, commodity price monitoring and other new initiatives. Ma Qi, a market research and data business expert, said that in online shopping, especially group buying, a considerable amount of dispute is the difference between the value of a consumer's goods or services and the propaganda of a business. Although consumers believe that companies have "false publicity", "consumer discrimination" and other issues, but these complaints are difficult to reproduce afterwards. "Mysterious customer" and other intrusive consumer protection program, is not only the day-to-day supervision of the network shopping enterprises, but also timely detection of problems or certification of consumer complaints, to resolve disputes to provide more comprehensive evidence.

After-sales service indispensable

Product problems, can not find the regular maintenance personnel, the quality of defective, can't get through the enterprise's complaint telephone. After-sales service is the real economy "long-standing" problem. In the online shopping market, these problems are more difficult to solve, because compared with the physical dealers, the website after-sales service resources are more limited, the consumer group is facing a larger.

To reconcile the contradictions between the two, the most basic approach is to smooth the channels of communication between consumers and the site.

Mainly for consumers to provide shopping decisions for the price of a Web site to take the lead in the first attention to this issue, recently teamed up with Bowser nets, 1th stores, new eggs, excellent shopping network, such as nearly hundreds of well-known consumer website to create a "network shopping integrity Alliance." The reporter in a amoy net "Good Faith Alliance" page to see, joins "The Good Faith Alliance" the business businessman to have the pledge to the quality, the service, the promotion, the post-sale, the supervision and so on consumer concerned question undertakes, the platform also announces each website the Post-sale safeguard rights "The green channel". That is to say, the net buys not only through a Amoy net to want to buy the commodity to compare, also can through the website comparison different website Post-sale service system, and takes this as the Post-sale service channel. Amoy Network operation Director Shallow Snow said, different business platform has different after-sale service system and standards, a Amoy net as an open platform, the integration of the after-sales service system of different businesses, to create more smooth and efficient online shopping complaints channels.

Old Customer shopping website Day cat is focused on the use of existing brand resources, through the line online services under the way to overcome the network to buy after-sales service "short board." The cat launched a service called "electric Bag", mainly for various types of household electrical appliances, including mobile phones, digital cameras, video cameras, televisions, refrigerators, washing machines, air-conditioning, kitchen appliances and so on, including the installation of some products, extended warranty, and in the actual use of often encountered, But not the original after-sales service within the scope of the failure to repair. For example, the network to buy electrical appliances encounter accidental Fall, collision extrusion, dust accumulated heat damp, manufacturers repair errors, you can get free repair, change machine or compensation. A return visit to the survey showed that consumers ' "Electric insurance Package" satisfaction as high as 96%.

Analysis of the industry, the cat and related service providers, although to "electric insurance package" to pay, but can accumulate credibility through this behavior, recruit more popularity, and then attract more dealers, service providers settled online shopping platform. Therefore, "Electric insurance package" for the electric business, settled shops and consumers to provide the possibility of a total win. And if the "electric package" service Content and service model upgrade optimization, and applicable to other varieties of goods or services, will become more thoughtful than offline service system.