China Consumers Association： Live broadcast and low price have become hot topics for consumers in double 11 in 2023.
Cctv newsAccording to China Consumers Association, in 2023, "double 11" entered its 15th year. At present, the consumer market continues to pick up, and consumer demand tends to be diversified and personalized. In this year’s "double 11", competition for "price power" is the main theme of business marketing, and the pursuit of "cost performance" has become a new trend of residents’ consumption.
According to the monitoring data of the State Post Bureau, from November 1 to 11, 2023, the national postal express delivery enterprises collected 5.264 billion express parcels, up 23.22% year-on-year, and the average daily business volume was 1.4 times that of the normal business. Among them, on November 11th, a total of 639 million express parcels were collected, which was 1.87 times of the business volume on weekdays and increased by 15.76% year-on-year.
The promotion methods of e-commerce platform are constantly innovating, paying more attention to simplifying rules and strengthening services. Fifteen years later, conventional routines such as full reduction and 10 billion subsidies have been difficult to arouse consumers’ desire to buy, and platforms and businesses have invariably chosen simpler and more direct "lowest price" shopping. The battle report shows that during the "double 11" period, the number of users, orders and total transactions of Tmall and JD.COM all showed an increasing trend.
The China Consumers Association used the Internet public opinion monitoring system to analyze the situation of consumer rights protection from October 20th to November 16th. The data shows that consumer feedback tends to be positive as a whole, and live broadcast and low price have become hot topics for consumers in double 11. Besides the old problems of preferential price dispute, counterfeiting and poor after-sales service, price monopoly and software advertising have also brought consumers a bad consumption experience.
Centralized areas of consumer rights protection issues
The monitoring found that during the "double 11" in 2023, the problems of consumer rights protection focused on the chaos of live broadcast, the quality of goods, the bad experience of mobile phone software advertising, and the dispute of promotion price.
(1) Live broadcast of chaos with goods
During the monitoring period, there were 1,565,203 pieces of negative information about "live broadcast with goods", accounting for 47.99% of the spit information, with an average daily information of 55,900 pieces. The amount of information was concentrated in the first half of "double 11", reaching a peak of 94,694 items on October 25th. Price monopoly, vulgar goods, false propaganda and other issues are more prominent.
(B) the quality of goods
During the monitoring period, there were 870,131 negative information about "commodity quality", accounting for 26.68% of the spit information, and the average daily information was 31,076. The amount of information was concentrated in the early days of "double 11" and reached its peak on October 25th, with 55,629 items. Among them, the problem of counterfeiting in the live broadcast room is outstanding.
(C) the bad experience of mobile phone software advertising
During the monitoring period, there were 75,663 pieces of negative information about "advertising experience", accounting for 2.32% of the spit information, and the daily average amount of information was 2,702 pieces. With the passage of time, the number of Internet users’ spits increased gradually, reaching a peak of 8,552 on November 14th. People’s "slot point" focuses on many forced jump ways of mobile phone software advertisements, which makes consumers hard to prevent and has a particularly headache.
(D) Promotion price disputes
During the monitoring period, there were 63,757 pieces of negative information about "promotional price disputes", accounting for 1.96% of the spit information, with an average of 2,277 pieces per day. The overall trend fluctuated and rose. On October 31, November 10 and November 13, spit was concentrated, with the highest amount of information on November 10, at 4,635 pieces. The topics are mainly about changing preferential policies at will, suddenly reducing prices near the end of the activity, not insuring prices, inducing consumers to cancel orders and so on.
Suggestions on consumer rights protection and public opinion
First, platforms and businesses should aim at "price power" and continue to exert their strength. Adhere to legal compliance, tap consumer demand, and provide consumers with more cost-effective products; At the same time, we seek to improve the "service power" and win the favor of consumers with better service and low price strategy.
Second, the platform should earnestly fulfill its management responsibilities and maintain market order. On the one hand, give more support to small and medium-sized businesses, reduce service fees, provide support policies and conduct professional training to stimulate market vitality. On the other hand, we should strictly supervise false propaganda and price misleading, eliminate the chaos of live broadcast, improve the professional quality of anchors and create a level playing field.
Third, the regulatory authorities should continue to improve their regulatory capacity and level in the field of live delivery. Make good use of scientific and technological strength, use emerging technologies to develop new means of supervision, and further strengthen the standardized management of platforms, anchors, businesses, etc. Be wary of "price monopoly" and "new routines" to ensure consumers’ peace of mind.
Fourth, the media should play a greater role in guiding consumer behavior and helping consumer rights protection. Guide consumers to establish a correct consumption concept through public opinion propaganda, improve consumers’ awareness of discrimination, and enhance their resistance to induced consumption; Constantly broaden the channels of consumer rights protection, pay attention to the information of consumer rights protection on social media platforms, guide and help consumers to rationally protect their rights, and provide consumers with more rights protection.