Xinhua News Agency, Beijing, Oct. 4
Xinhua news agency Xinhua viewpoint reporter
During the "Eleventh" long vacation, many tourists choose to stay in residential accommodation, order quantity and evaluation are the most important reference. But the "Xinhua View" reporter found that no matter the number of orders or evaluation content, it is possible to "brush" out, and some online Red Inns even spend about 1000 yuan a day "brush the bill".
The "brush list" is not uncommon, and there are thousands of dollars per day for the inn.
Ms. Wang, who runs a lodging in Zhejiang, said she opened a new lodging last year and was unable to take orders at all, let alone comment. But she was surprised to discover that a newly opened hotel in the same scenic spot had 100 reviews in just two months, leading the way on the platform.
When asked, the hotel did not receive orders, but to pay people to pay the bill, access to traffic support, quickly increased the exposure. Ms. Wang also put the house on 10 OTA platforms and asked people to "pay the bill" and write comments.
Li Fang of Hebei Province opened a residential dormitory early this year. He found "brush hands" through Baidu Tieba. At an average price of 3 to 10 yuan, he "brushed" 30 lists a month. His own residential dormitory soon ranked first among the popular keywords in the platform recommendation list. "Many people are" brush ". No "brush list" has no traffic and performance, and shops can not be seen by consumers. Li Fang said.
Industry sources said, "brush list" in the home stay industry is more common. At present, practitioners of some hostel in Dali and Lijiang spend about 1000 yuan daily.
It is reported that there are many online red residential not sold on the OTA platform, but through the Weixin public name and small procedures to receive orders, want to "brush praise" is very convenient. Some infrastructure renovation and even location environment is not good residential, in the social media play up the fire, the actual living experience is very poor.
How did the "brush list" come true?
Reporters interviewed found that some people specialize in home stay "brush" business. They are often lurking in the residential industry Weixin group, waiting for opportunities to chat business, service items include brushing volume, brushing praise, deleting comments and so on.
The reporter enters a group of micro-letters called "Hotel Singles" and finds that many businessmen issue the demand of "brushing the bill" and "brushing the hand" to take orders freely. The fee is 3 to 10 yuan each. After a reporter released a message about purchasing the service, a "hand-brushing" took over the order shortly, claiming that he gave a "bill-brushing" to a residential house in Guilin, which opened only in September this year, and within a month made it the highest score on the platform.
Reporters contacted another "bill-swiping" intermediary on Wechat, whose circle of friends is full of all kinds of "bill-swiping" advertising. He said that some small-scale "swipe" merchants are often a mobile phone, change the account order, so that a few people can do a lot of orders a day, but the risk of being checked is high. And the company where they work has its own "billing" team, a person only do a single, daily replacement of different people to do business, the risk is low.
Xiao Chen, who has been engaged in "brushing the bill", told reporters that the general "brushing the bill" process is as follows: "brushing the hands" in the merchants for false "consumption", brushing evaluation required comments and photos are provided by the merchants. After the "brush list" is completed, businesses pay the "consumption" principal and commission to the "brush hands".
"At that time when I took part-time job, the Commission was at least 2 yuan and at most 10 yuan per unit. I could pay more than 200 bills a month, and I could earn more than 2,000 yuan at most. If businessmen do not give money, I will give him a bad review. Xiao Chen said.
How did the censored commentary come true? Reporter investigation has learned that after the state has stepped up its governance efforts, the third party's "censoring" has been hard to achieve. Some homestay practitioners either contact consumers directly to admit that they are losing money, ask them to delete relevant reviews, or ask special teams to take orders, the latter trying to encourage consumers to delete bad reviews. In extreme cases, some "scrub" teams will also intimidate consumers. The difficulty of deleting posts has helped push up the price of fees, which have risen from tens of yuan to hundreds or even thousands of yuan.
Blocking and dredging together to cut off the "brush list" chain
According to a report released by the Center for Shared Economy Research of the National Information Center, the annual growth rate of the turnover of shared accommodation in China is about 65% from 2015 to 2017. It is expected that by 2020, the market transaction scale will reach 50 billion yuan and the housing supply will exceed 6 million units.
"Brush off" overdraft industry credibility, the national level is increasing the intensity of governance according to law. The newly revised Anti-Unfair Competition Law, which comes into effect on January 1, this year, stipulates that operators shall not make false propaganda about the sales status of their commodities and the evaluation of users, and violators shall be fined not less than 200,000 yuan but not more than 1,000,000 yuan; if the circumstances are serious, they shall be fined not less than 1,000,000,000,000,000 yuan and their business licenses may be revoked.
Professor Xue Jun, vice president of Peking University law school, said that the violation of e-commerce platform will also be strictly controlled in the future. The E-commerce Law, which comes into effect on January 1, next year, stipulates that the operators of E-commerce platforms know or should know that the operators in the platforms have acts that infringe upon the legitimate rights and interests of consumers, but fail to take necessary measures. If the operators of E-commerce platforms delete the evaluation of consumers without authorization, they will be punished according to the categories and seriousness of the violations.
Experts said that to cut off the "brush list" chain, we must adhere to the combination of blocking and dredging.
From the evaluation system of e-commerce platform, many platforms are based on the level of hotel sales to decide whether to give priority to its launch. The "default ranking" factors that affect the employees in the platform, mainly sales points, Commission points, point scoring, respectively corresponding to sales, the level of commission paid to the platform, the number of praise, which provides motivation for practitioners to "pay the bill".
A number of residential practitioners suggested that the e-commerce platform should design more reasonable ranking rules and incentives, not only "praise" on the hero, but to give "rookie" a chance to support its growth.
It is reported that many are accelerating the exploration of related systems. For example, Chengdu recently issued a draft of management measures for residential accommodation, encouraging social institutions to carry out quality and credit evaluation of residential accommodation services, guiding social forces to participate in the supervision of public opinion, ensuring that the operators of residential accommodation and third-party platform integrity management, further squeezing the "bill" space. (reporter Ye Hanyong, Jie Wen Jin, Ke Gao Yang, Ding Yiquan, Li Yuze, Zhang Ziyun, Fang lie)
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