Little red book says no to fake notes! There are tricks to distinguish ＂brush quantity＂ goods.

　　Recently, Xiaohongshu published the "Brand Partner Platform Upgrade Instructions" online, which set higher requirements for the number of fans and monthly exposure of bloggers. KOL (bloggers) who do not meet the requirements will be disqualified as brand partners. In this regard, Qu Fang, founder of Xiaohongshu, said that the new regulations are to ensure the quality of content rather than cleaning KOL. E-commerce experts have tricks to recruit consumers and identify "brushing" goods.

　　Yangzi Evening News/Yangyan Reporter Fan Xiaolin Intern Zhu Menghan

　　Little Red Book New Rules: 12 points for traffic fraud

　　Recently, some media reported that the industrial chain of writing, brushing, and improving the search ranking of the little red book notes surfaced, so that your notes of "planting grass" may not come from the personal experience of real users, but are "fabricated" by professional writers according to the needs of businesses. Qu Fang, the founder of Xiaohongshu, said that the behavior of black production and brushing reported in the article is the object that Xiaohongshu has been severely cracked down on, and Xiaohongshu has reported such incidents to the police. It is reported that from January to March this year, Xiaohongshu’s anti-cheating technical team handled 1.38 million illegal accounts, 380,000 cheating accounts and 1.21 million cheating notes, and has cooperated with the police investigation to crack many cases of brushing. On May 15th, a new regulation was put forward on Xiaohongshu Online: KOL (blogger) who needs more than 5,000 fans and an average monthly exposure of more than 10,000 can be qualified as a brand partner, and KOL who takes orders in violation of regulations, fails to mark advertisements and makes false notes on traffic will be directly deducted 12 points and terminated. The purpose is to raise the threshold, cancel the low-quality KOL posting qualification, and ensure the high-quality platform content.

　　Content fraud, blindfolded by "planting grass"

　　According to the monitoring of the network economy and society, in addition to Xiaohongshu, many e-commerce platforms such as Taobao, Meituan, Renren, Xiaomi, etc. are frequently exposed to brushing behaviors and brushing platforms such as handshake network and baby brushing network. In this regard, Cao Lei, director of the Research Center of NetEconomy-E-Commerce, believes that the brush industry has always existed, just like the brush list and the Weibo Water Army, where there is interest, there is a drive. Fang Chaoqiang, a Beijing Yingke (Hangzhou) law firm, said that information called sharing but actually promoting soft articles can be identified as Internet advertisements. The merchant who entrusts to publish advertisements is the advertiser, and the main body of the publishing account is the advertising agent and publisher. According to the regulations, they all need to be responsible for the authenticity of advertisements, and at the same time, the advertising identity of soft texts should be marked so that consumers can clearly distinguish them as advertisements. Violators, the administrative department may impose an administrative penalty of less than 100 thousand. False brushing behavior will reduce the evaluation of the authenticity of Xiaohongshu data, which is actually an infringement and damage to Xiaohongshu’s business model. Meng Huixin, assistant analyst of the Legal Rights Department of the Research Center of NetEconomy-E-Commerce, said that brushing, deleting bad reviews, false evaluation and other behaviors not only disrupted the normal trading order of the e-commerce industry, but also damaged consumers’ right to know and cast a shadow over "planting grass". In accordance with the relevant provisions of the Anti-Unfair Competition Law, helping others to swipe their bills, speculate on letters, delete bad reviews and fictitious transactions will also be severely punished.

　　How to identify "brush quantity" and "brush praise" goods?

　　Any false data is a great harm to those who truly respect the rules of the game and do their best to be e-commerce practitioners. So, how should consumers guard against it? Yao Jianfang, an analyst at the Legal Rights Department of the E-Commerce Research Center, reminds consumers that buyers can identify sellers who have the behavior of "brushing" and "brushing praise" in online shopping in the following ways: First, look at the store’s rating and establishment date. Generally speaking, a store with a long establishment time will have a better reputation; The second is to look at the ratio of the number of evaluations to the number of transactions. The number of transactions is huge, but the number of evaluations is very small. This situation is usually caused by the large amount of returns; The third is to look at the content of praise. If you look at all the comments, they are all "good", and most of them are brushed out; The fourth is to look at the photos and bad reviews. Praise will be fraudulent, but consumers who complain maliciously are a minority after all, so the reference value of bad reviews is higher than praise.