E-commerce platform sellers to find Focus Interview self-exposed ugliness what happened? (source: ~)
When online shopping is not sure which one to buy, many buyers will search to see the rankings to choose. There are at least two sorts of rankings for e-commerce platforms: composite rankings and sales rankings. Two kinds of important parameters can not be separated from sales. But this set up a number of online stores to play a brush idea - they are actively looking for some people to help, so that the sales of their online stores and high praise rate.
Not long ago, several online stores found the focus interview column: this year, almost half of their sales have been brushed out by the brush, and the phenomenon has been quite common in the industry.
Are these businesses true? If so, why do they have to make themselves ugly?
Return Carrey hidden machine
I wonder if buyers who like online shopping have noticed a phenomenon? Sometimes there is a card in the package that says Return for Good Comments or Red Pack for Doing Missions when you receive the express. Dont look down on this card. It contains the secret of the online store. Its usually written on the card that you can get a red envelope by sweeping two-dimensional codes. But strangely enough, the cards also contain a word of warning: Dont contact customer service through the platform, just add Wechat. Why should a red packet be covered? From a part-time brusher who participated in the bill, the reporter learned that the mystery inside: this is actually an important part of the preparation for the bill.
A brush hand revealed the whole process of the brush to the reporter.
1. Add customer service to each others friends through a good comment card;
2. Customer service assigns a special task to provide a search keyword, such as Short sleeve man in a flagship store;
3. Brush your hands according to this key word and related information for search, customer service will ask brush your hands to advance the purchase of 79 yuan this product;
4. Within a minute or two after the completion of the payment process, the advance funds and promised bonuses are transferred back through Wechat.
5. Take photos, draw and praise after receiving the goods sent by the seller.
6, brush the hand back to the goods.
The brush told reporters that seven days after she had brushed the sheet, she received an invitation for a customer service assignment. Because whenever you take part in a bill-brushing event, youll be on their part-time list.
An electric business has 150 thousand brushes, do you believe it?
In a merchants office, a lot of mobile phones are on the desk, and merchants say its just part of their daily use. Usually a cell phone manages a Wechat group, which can hold 5,000 fans and brushes, and the company has a huge group of nearly 150,000. Reporters on the scene to see, these Wechat groups of users in succession in the launch of the task request, and the so-called task is to pay the bill.
Online stores say they will also use a variety of methods to expand the hand-brushing team, such as SMS invitations, cash cards, red packets and so on. Once in the brush group, each time before the next task, e-commerce will remind brush hands to browse a few more websites, it seems more realistic.
Reporters interviewed a number of part-time brush hands, they said that the average monthly income is also in the hundreds of dollars, mostly nothing to play with.
Ecommerce favors these part-time brush hands, because they have the experience of the users real purchase, which can make the brush more concealed, so that the inspection system of the e-commerce platform is not easy to identify. Usually, the task of swipe shop requires: to pretend that the goods are more than three, real payment, real logistics, one can not be less. As a result, sales volume, praise, and even buyers show pictures have become controllable games, selling games is simple, but the cost goes up. However, smart online businesses will not be stumped by this problem.
In order to reduce the cost of the single cost of the brush
With more and more online stores paying bills, the cost of paying bills is also increasing. In order to save costs, there are many tricks for e-commerce to pay large amounts of bills. Direct delivery of this product is the first step, applicable to low-priced products.
Part-time brush hand: some of the clothes give you, he does not give you commission, you do not have to return to mail, there is no money, do not give you commission, the clothes directly to you, that is the case.
If the product isnt that cheap, the merchant has a second pick-up. A clothing merchant hoarded thousands of bags of detergent. Why? In order to reduce the cost, and to create the feeling of real logistics, the brush hand is the product, the merchants send you cheap daily necessities, so that the original goods will not be sent back, to save a lot of money.
One day to sell a net shop to brush 2000 pieces a day
Some online stores told reporters that half of the sales of some stores are false. It is understood that the average shop to brush about 2000 sheets a day. The seller says the brush is only medium-sized.
Online Seller: A top 5 shop, with hundreds of millions of units a year, has nearly one billion. Under a company, a store of 3. 5 billion is a normal phenomenon, this brush water, whether it is done or not, it brushes out the amount of money in Taobao, up to about 300 million to 500 million.
Net shop: do not want to wait for death to have to brush the list
Why do Internet shops brush them? The seller said it was to increase sales. Now, one of the most important indicators of e-commerce platform push products is sales volume. Whether its a composite ranking or a sales ranking, things sell more than others, and when buyers want to shop online, youre more likely to be seen online. This will greatly increase the amount of potential purchases. This is obviously a great temptation for businesses.
An e-commerce seller: Were paying about $156,000 a day now, and thats about $3.4 million a day in peak season.
In the business staff web page provided by an e-commerce platform, the reporter inquired about the hot selling goods on the new shelves in some mens clothing stores. According to the proportion of normal search and purchase quantity, 100 people generally browse to this commodity, there will be three to four individuals, that is, the conversion rate of 3-4%.
But if you look around the internet, you can see that many popular goods just on the shelves, the conversion rate is unusually high. Take a nine - point pair of pants as an example, one of the key words of the search of 200 people, transaction 110, over 50% of the conversion rate, this and the true state of the conversion ratio of about 3%, obviously abnormal. By brushing hands, businesses get a lot of trading volume, sales ranking back and forth, it is easier to guide real consumers shopping. The business began to be so happy.
Originally, when the e-commerce platform pushes goods, there is an important indicator of sales volume. Whether its a composite ranking or a sales ranking, things sell more than others, and when buyers want to shop online, youre more likely to be seen online. This will greatly increase the amount of potential purchases. This is obviously a great temptation for businesses.
In the business staff page that a certain platform merchant can land, the reporter inquires some hot selling goods on the new shelves in the mens clothing store. According to the proportion between the normal search and the purchase quantity, 100 people generally browse to this commodity, there will be three to four individuals, that is three percent, four conversion rate, which is not inside. The conversion rate of less popular items was unusually high when they were just on the shelves. Take a nine - point pair of pants as an example, one of the key words of the search of 200 people, transaction 110, over 50% of the conversion rate, this and the true state of the conversion ratio of about three percent, obviously abnormal. By brushing hands, businesses get a lot of trading volume, and by ranking sales in the top and bottom, thus guiding real consumers to shop. Therefore, the merchants began to be happy to pay bills.
Is it a hidden rule for online shop survival?
Discharge business said that most businesses are in the fans brush list, is this true? Reporters from an e-commerce platform mens clothing sales ranking top merchants, randomly selected about 30 to buy experiments. After receiving the shopping package, about 50% of the merchants put in the package a variety of return card, red packet card and so on, some are more obscure, say is to send red packets, or free gifts, and some directly write the task, please add WeChat.
Reporters noted that a clothing store ranked 10th or so in the network, with annual sales of hundreds of millions of dollars, also openly invited users to pay bills in its public number. What about the merchants who already sell well? The seller said: in the first half of 2017, I did not have a single brush, then it was really done by this trend you do not brush you will go bankrupt. In this way, you can only follow the situation.
But with more people following the trend and higher and higher billing costs, sellers are trapping themselves in order to attract buyers. At present, the direct cost of a single brush has reached about 14-17 yuan, plus some other labor costs, the overall cost of nearly 20 yuan per single. And because many online stores pay bills, it is increasingly difficult to drive sales by the amount of bills.
Decreasing promotional effectiveness of investigation and punishment efforts to increase e-commerce complaints: brushing is equivalent to death
An online shop seller told reporters: Now they often say that not only is waiting for death, but also is looking for death, this sentence is said in our industry. To put an end to it, almost all e-commerce will be greatly affected by the day when the industry bubble collapses.
The brush has to brush the business and the business is hard to call. Im afraid they didnt think about it when they first started to pay the bills.
In March 21st of this year, an e-commerce platform carried out the action of a large scale blow up of the whole network. Many businesses of this platform have been found out the behavior of the brush, and are punished by the commodity shelf or the deduction. But since the consequences are not so serious, it is not easy to rely solely on businesses and platforms to stop paying bills.
Professor Jiang Xuping, a marketing department at the Tsinghua University, said, it is possible that there are some platforms for their own interests, but it doesnt have a platform to disclose the protection publicly, but it is sure to open the eye and defaults on your behavior. But this kind of behavior occurs, the final result will damage the entire e-commerce market, has a great impact on Chinese commerce.
To stop the expert recruitment of the brush
After the disaster, many consumers are easy to be misled, in addition to disrupting the market, in fact, upstream production enterprises also have a negative impact on the development.
In the interview, the reporter learned that many of the merchants and brushes who were involved in the brushes thought that it was only a disguised way to advertise and increase the popularity of the business, and not to be illegal. In fact, our countrys newly revised anti unfair competition law has been implemented in January 1, 2018, which has been clearly illegal in the past.
Now some local industrial and commercial organs are also starting to crack down on the law. In addition, experts believe that in addition, there can be a more powerful approach to combat.
Professor Jiang Xuping, Department of Marketing, Tsinghua University, suggested: By linking the results of each bill to the tax revenue, we can link the results of each bill to the tax revenue. That would stop the false billing that didnt actually happen. As long as its a fake purchase, its very expensive if its tied to tax. So it can be suppressed in this area. Source: Responsible Editor of CCTV News Mobile Network: Xun Jianguo_NN7379
Professor Jiang Xuping, Department of Marketing, Tsinghua University, suggested: By linking the results of each bill to the tax revenue, we can link the results of each bill to the tax revenue. That would stop the false billing that didnt actually happen. As long as its a fake purchase, its very expensive if its tied to tax. So it can be suppressed in this area.