Little Red Book APP Was Collectively Off The Shelf, "Grass Notes" Alleged Violations Behind What Reflects?

I. background of events

In July 30th, "Xiao Hong's letter was suspected of being put on the shelves of the big Android application mall" on micro-blog's hot search list. At present, in addition to millet application store and apple IOS system AppStore, Tencent mobile apps and HUAWEI, OPPO, Meizu and Jia Jia brands can not download App. The reason given by application Bao is "no downloading is provided in the internal optimization of the application." At present, users of Xiaohong book have been downloaded temporarily.

Xiao Hong's responsible person responded to the issue of App's landing. The company has learned about the situation and is actively communicating with the relevant departments. Users who have installed small red book App will not be affected by normal use. Xiao Hong didn't give a detailed explanation of the reasons why and how many Android apps could be put on shelves again.

Xiao Hong's book has been controversial for nearly 5 months since it was published on the eve of 315 this year. According to the analysis of complaints ranking in the first half of 2019 released by Shanghai Consumer Protection Committee in July 29th, the number of complaints in Xiao Hong book exceeds 1000, ranking the top ten.

In addition, according to the e-commerce consumer dispute mediation platform (www.315.100ec.cn) received user rights case shows that only in the first half of 2019 received a total of 165 complaints against Xiaohong book, its hot spot complaints were mainly focused on: 6 aspects of commodity quality problems, selling, false propaganda, return refund difficult, goods not yet shipped, poor after-sales service. In addition, according to the network society's "www.100ec.cn/zt/dssjk" database, since 2019, Xiaohong book has been awarded the "proposed order" rating. The data show that although there are still many problems in the consumption of Xiao Hong book, the platform still pays much attention to the after-sale treatment, and the after-sale consumption experience of Ping Tai still needs further improvement and rectification.

Two, expert comments

The data disclosed by Qu Fang, founder of Xiaohong book in June this year, shows that the total number of users is 250 million, the number of monthly live users is 85 million, and the daily community notes are exposed more than 3 billion times. Because of the "grass" note writing, brush wind, data fraud, rumors and so on, once questioned by users.

And this crisis means that the small red book's new passenger channel has been cut off once and for a while, and where will the new flow of the platform come in the future? What is the regulation of content and compliance of Xiaohong book as a mature development? What's the next step? Both will be the problems that Xiao Hong book will face in the near future. To this end, the long-term concern about the development of the e-commerce industry, the electronic commerce research center of the economic and social research agency released the rapid review of e-commerce, for the media reference.

Inquiry: why is Xiaohong Book suddenly pushed down by collectives?

Since the beginning of this year, the Red Book of red is always in a state of "water retrograde". Not long ago, Xiao Hong was named after the Ministry of Industry issued the first quarter of 2019 QoS announcement. At the same time, "false notes" and tobacco marketing and other disturbances made Xiao Hong several times on the cusp of public opinion. According to media reports, the Internet cigarette advertisements banned by the state, on the little red book APP, have more than 9 marketing information related to "cigarette". These information, like other notebooks, has attracted a lot of attention with the form of "evaluation" and "grass planting".

In response, Huang Wei, a special research fellow of the network society's e-commerce research center and a senior partner of Zhejiang San Gang law firm, believes that from the perspective of APP mall, In fact, as early as June 28, 2016, the network office issued the "Regulations on the management of information services for mobile Internet applications". Of the eighth provisions, the third paragraph stipulates that Internet application store service providers should urge the application providers to publish the contents of legitimate information, establish and improve the safety audit mechanism, and provide professional personnel suitable for the service scale. From this we can find that because APP itself is massive, our country's logic for the regulation of APP's illegal contents is a large part of the requirement of APP mall's supervision and self-discipline, which is also the obligation of APP mall. From the behavior of Xiaohong book APP, which is under the APP mall of HUAWEI APP mall and so on, it is also setting up "firewall" for its own business, not only Xiaohong book, but also before the fast hand, B station, NetEase cloud music and so on.

Huang Wei also said that from the small red book itself, the main problem that may be covered by the App shelf is the false note information, especially some false information about human health, such as medical beauty, and so on. Although these messages are uploaded by the users of the platform, the little red book does not invest in the matching resources to manage and verify within its scope. The mobile Internet application providers should establish and improve the information content auditing and management mechanism in accordance with the seventh provision (three) of the "mobile Internet application information service management regulations", and adopt measures such as warning, limiting functions, suspending updates, closing accounts and other measures to release illegal information content, keeping records and reporting to the competent departments concerned. Failure to fully fulfill these obligations is also the reason why the little red book has been put off the shelves.

In addition, we note: according to the unified deployment of the National Network letter office, from January this year, the Shanghai network office has promoted the "network ecological management special action" so far, in July 9th, the relevant departments closed down and cancelled 375 websites, and applied store self-examination and 301 irregularities.

In addition, Fang Chaoqiang, a research fellow in the e-commerce research center of the network society and lawyer of Beijing Ying Ke (Hangzhou) law firm, thinks that the business mode of Xiaohong book determines that UGC is the characteristic of the platform, and even in a sense, is the core competitiveness of the business. Combined with previous exposure of the small red book false "grass", the amount of false brush events, the key issue of the next shelf may be massive UGC on the platform (user production content) may be suspected of violation of content. Of course, the violation of content is not confined to the dimension of false information.

The operation of APP must comply with the provisions of laws and regulations such as the network security law and the Internet information service management regulations, especially the transmission and transmission contents must be compliant, and it is a distinct red line. In addition, the network security law clearly stipulates the obligation of illegal information management of network operators. It is necessary to strengthen the management of the information released by its users, and find that information prohibited by laws or administrative regulations prohibits the release or transmission of information. It should immediately stop the transmission of the information and take measures such as elimination and disposal to prevent the spread of information, preserve relevant records, and report obligations to the competent departments concerned.

Fang Chaoqiang said that from the point of view of administrative penalties for breaches of the above obligations, the suspension of APP downloading will not affect the existing users' use. It is only a "small punishment". Serious orders can also be ordered to suspend related businesses, suspend business for rectification, close websites, revoke relevant business licenses or revoke business licenses. Therefore, it is not appropriate to overread the impact of this incident on Xiao Hong's book. I believe it can be expected to recover quickly after rectification.

Supervision: raising awareness of governance and not allowing "gray black" behavior on the platform.

Since last September, Xiao Hong has introduced content management measures from many aspects such as platform rules, brand cooperation rules and user supervision. It includes a comprehensive inventory of cosmetics, health products and food products based on the restriction of advertising irregularities, upgrading technical means, and severely punishing data falsification and false notes. In addition, Xiao Hong also introduced the feedback mechanism of "Xiao Hong scholar state official" in the near future. It can influence the results of the related notes by voting on the notes that can not be clearly determined by users.

In July 17th, Xiao Hong published an anti cheating report. It said, "an average of 4285 brushes and brushes per day is cleaned up. In addition to the amount of machine brushes, 920 manual brushes are taken up every day."

In response, Huang Wei said that according to previous reports, there are still a lot of behavior on behalf of the small red book platform. This has already formed a huge "black ash industrial chain", which is a serious damage to the whole ecosystem of Xiao Hong. On the one hand, Xiao Hong book should strengthen cooperation with the government and enhance the crackdown. On the other hand, the platform itself needs to raise the level of governance, and the most important thing is to raise awareness of governance and not indulge in some grey and black behavior on the platform.

"A lot of notes on KOL grass planting in Xiao Hong's book should be clearly stipulated from the legal nature. Many notes sharing has actually become a paid behavior in cooperation with merchants. This kind of recommendation of paid services or goods should be regarded as advertising behavior. In fact, a lot of grass notes are hitting these edge balls. Such a KOL should be strictly managed by advertising spokesmen, and it is strictly prohibited to recommend or prove it for medical, pharmaceutical, medical devices and health food products. It should be recommended and proved for unused goods or unacceptable services. Huang Wei thinks.

Prior to this, Fang Chaoqiang, a research fellow in the electronic commerce research center of the network society, and a lawyer from Beijing Ying Ke (Hangzhou) law firm, also said that from the psychology of the consumers in the domestic electricity market, no recommendation or advertisement was more convincing than "personal experience sharing". The success of the business model of Xiao Hong's book fits the psychological characteristics of the consumer. Therefore, the evaluation and experience of sharing and the authenticity and objectivity of fans are the core competitiveness and the key to decide whether they can continue to develop. Fang Chaoqiang believes that the small red book platform should be very clear about this point, and it should resolutely control the false data and promote the soft text of "selling sheep's head and selling dog meat".

Huang Wei further said that the difficulty of content management of Xiaohong book is very large. On the one hand, Xiao Hong's book is a content sharing. It is difficult to distinguish effectively between content and advertisement. At the same time, many KOL are private and business cooperation, it is hard to find. However, unified strengthening of content audit for high-risk industries is feasible for Xiao Hong book.

Future: content compliance is the lifeline of Xiao Hong's development.

In response, Huang Wei, a special research fellow of the network society's e-commerce research center and a senior partner of Zhejiang San Gang law firm, believes that Xiaohong is a rapidly developing social networking platform in recent years. It has developed rapidly with its unique "grass planting mode", but there are still many problems to be solved in the process of rapid development. This is not a declaration of "death penalty" in the small red book. It should promote the importance of the small red book platform to enhance content remediation. It can not simply and roughly increase the number of KOL fans and the average exposure volume as before, and limit the number of KOL on the platform. Instead of putting in effective technical means and putting more manpower to deal with false data, this is a temporary solution.

Huang Wei also said that content compliance is the lifeline of the content platform of Xiaohong book, and the establishment of the corresponding Internet content wind control system should work hard in terms of professional staffing, professional knowledge reserve and technology upgrading. In the future, content based platforms will have more room for development in the future if they provide more quality and compliance content.