The Electricity Supplier Shows The Characteristics Of Mobile And Social Networking. Micro-Blog'S Paid Promotion Must Be Clear.

Yesterday evening, SAIC announced that the "Internet trading management measures" (hereinafter referred to as the "measures") has been deliberated and implemented on March 15th. The predecessor of the "measures" is the Interim Measures for the management of online commodity trading and related services since July 1, 2010. Compared with the rules of three and a half years ago, the new method has changed a lot, including compensation. Micro-blog promotion For the first time, it is necessary to make clear that the self sale of the electronic business platform and the third party goods need to be distinguished.

The thirty-seventh section of the Measures refers to Internet commodity transaction The provision of publicity and promotion services shall comply with relevant laws, regulations and rules. "Through the blog, micro-blog and other social networking carriers to provide promotional services, comment on goods or services, and therefore get remuneration, we should truthfully disclose their nature and avoid misunderstanding." Electric business people believe that this will not only affect the promotion of the main body of the network retail, reduce user trust, but also a serious blow to the operation of micro-blog large. "E-commerce enterprises use micro-blog and WeChat to release" Duzi "soft ads for promotion. It is already a mature marketing tool. It is not only humorous and interesting, but also easy for users to accept, and the promotion cost of enterprises is also very low. The personage thinks, once the compulsory promotion of paid micro-blog promotes nature, the effect will be greatly reduced.

At present, Online retailers Showing the characteristics of mobile and social networking, the use of blog, micro-blog, WeChat platform for promotion has been increasingly valued by e-commerce enterprises and online shopkeepers. However, reporters noted that the "measures" did not impose penalties on this provision. Qiu Baochang, head of the China Consumer Association lawyers group, explained that the relevant laws did not prohibit such behavior on paid platforms such as blogs. Therefore, the "measures" should not exceed the law to impose penalties on enterprises, and can only serve as a call and initiative. On the other hand, it is difficult to define whether the promotion of blog and micro-blog is paid services.

The "platform subdivision" mentioned in the twenty-ninth article of the "measures" is also concerned. It is mentioned that "third party trading platform operators should carry out commodity or service self operated businesses on the platform. They should distinguish and mark the operating parts of the self operated part and other operators in the platform in a prominent way, so as to avoid consumers' misunderstanding." This article is aimed at Jingdong, suning.com, Amazon China and other auto buying and selling B2C, and also involved in the open platform business of e-commerce enterprises. The website needs to distinguish between proprietary commodities and platform products. Reporters saw in an e-commerce complaint platform, a large number of consumers complained about the B2C electricity supplier. They ended up with "open platform products, and need to communicate with sellers". Consumers also said, "when buying, they simply can't tell the difference between the two, and the website has no hint."

Reporters found on the mainstream e-commerce website that Jingdong can choose "Jingdong distribution" or "third party distribution" on the merchandise search page, and the product details page will also display the seller's information, including the company name, location and telephone number. Amazon China will also provide seller information and show several sellers in the search page. However, there is also a large electricity supplier responsible person told reporters that there are e-commerce enterprises using self built logistics and distribution of goods, the user side can be "no sense" to buy, but the background mode is actually self and third party points.

In addition, the "Regulations" also stipulate that online transactions need to provide invoices, consumers have the right to return unconditionally for seven days, enterprises need to confidentiality of user information, not to "brush credibility" or malicious bad reviews for profit. However, in the punishment measure of the "measures", the reporters found that the punishment methods for the operators appeared somewhat relaxed. For example, when the credit information collected by the operator will be used for illegal purposes, the penalty is only 30 thousand yuan. Some analysts believe that the amount of penalty that is too low will be difficult to restrict the irregularities of e-commerce enterprises. However, Qiu Baochang explained that the administrative departments of industry and commerce are different from law enforcement agencies, and the maximum penalty limit is only 30 thousand yuan. The publication of the "measures" aims to standardize the operation of participants on the Internet platform through various calls.