Hornets' nest is suspected of "traffic pain" in the age of counterfeiting traffic.


Hornets' nest is suspected of

Le Yan

[Honeycomb has publicly said it has 100 million active users a month, 85% of whom come from its mobile applications. Website users publish more than 135 thousand travel articles per month. ]

After a full day of emergency meetings and discussions, the honeycomb, which was questioned and criticized for falsification, finally issued a statement on October 22 in response to the query, saying: "The estimated 17.5 billion honeycomb is a ghost town of zombies and navies? The honeycomb will adopt legal means to safeguard its rights and interests by distorting facts and organizing attacks that have been verified. The honeycomb travel network checks travel notes, strategies, buzz (travel stories), questions and answers, comments and other data, and investigates suspected false information. The content of reviews accounted for only 2.91% of the total data volume of the honeycomb, and the number of accounts suspected of false reviews accounted for a small proportion of the total users. The honeycomb has cleaned up these accounts. The number of honeycomb subscribers described in the media article is seriously inconsistent with facts and third-party agency data.

One stone stirred up a thousand waves, the industry and consumers for a time will focus on the honeycomb and even the entire online tourism, Internet industry. Some consumers expressed disappointment; some believed that questioning the honeycomb suspected of counterfeiting required the confirmation of a third-party professional body; some analysts studied whether the honeycomb was active or passive in the process of information transmission if counterfeiting existed.

In my opinion, active or passive is not the key, according to the author's understanding, in fact, the "water army" and "reptiles" exist in the Internet industry for a long time, which seems to be nothing new in the industry. Honeycomb incidents may be just the "tip of the iceberg" of the industry, which reflects the painful business model of the era of traffic.

First of all, the Horse Honeycomb model is a company that knows how to compete differently. It sees Ctrip, Tuoxu, Tongcheng, Mummy Donkey and other gold and jade in the front. If it still does simple air ticket, Hotel and scenic spot booking business, it has no advantage. So it chooses the free trade shrewdly, and makes comments and personalized recommendation. And so on, featuring UGC (user production content). Such a model has been widely used in many online businesses targeting young consumers and has yielded good results, such as beeps, jitters, etc. And in this mode, the honeycomb not only has a higher user viscosity, but also has a certain degree of differentiation with Ctrip and other peers.

However, UGC has scale and quality requirements for the production of user content, namely, strategy, travel notes, reviews, etc. Only when content is widely concerned and recognized, can the honeycomb realize the realization from traffic to advertising.

Honeycomb has publicly said it has 100 million active users a month, 85% of whom come from its mobile applications. Website users publish more than 135 thousand travel articles per month.

Not to mention the above data is true or false, but one thing is for sure, that is, such a model of enterprises must let everyone see that they have traffic, so as to have market influence, will have more users to use, more importantly, will be favored by investors.

Now, the era of one story to get the money is over, and capital institutions have been very cautious about splashing money in the last two years because so many startups with unreliable Internet concepts or business models have collapsed. So, in order to convince customers, especially investors, that their own traffic is high, in order to attract investors'attention, if you do not buy traffic, other people will buy, and finally your business is the industry "laggard".

Many operators have feedback that in the Internet industry, there are so many companies involved in the "water army" and "reptiles" that "water army" and "reptiles" have been incorporated and institutionalized, and are divided into different prices for manual and machine bills, which shows the flood of traffic and data fraud. And for fraud-related supervision and punishment is not enough, many businesses believe that, in this case, then why not do it? As a result, you can see today's public documents read 100,000 +, film box office can easily break billion, a TV series on the network platform can be more than 10 billion hits.

But under the false data, the actual business conversion rate will become lower and lower, once perhaps one thousandth of the conversion rate can be achieved, now in one thousandth of the proportion, which has become a merchant "lifting the stones to hit their own feet" - after all, the partners are ultimately looking at the value of business transformation.

However, it's also a problem for businesses - if you don't buy traffic, customers and investors will think you're a cold-blooded business, but it's hard to get real business benefits after traffic fraud. If this goes on, it will create a vicious circle for the industry. Especially once the data fraud is exposed, it will have a great negative impact on corporate brand credibility and valuation.

According to public information, on August 31, 2018, the Law of the People's Republic of China on Electronic Commerce was formally passed. Article 17 of the Law clearly stipulates that electronic commerce operators should disclose information about goods or services in a comprehensive, true, accurate and timely manner to protect consumers'right to know and to choose. E-commerce operators shall not deceive or mislead consumers by means of false or misleading commercial propaganda such as fictitious transactions or fabricated user evaluations.

In my opinion, while the Internet industry in China is developing at a high speed, the phenomenon of compensated exchange for false information does exist, even very serious. In order to maintain a long-term and healthy development of the Internet industry in China, we need to make a comprehensive comparison with the "Law of the People's Republic of China on Electronic Commerce" and examine the Internet in an all-round way. There is a bad tendency to regulate the market, otherwise it will cause harm to the industry as a whole. Fortunately, some platforms have shut down the foreground traffic, and said that the core content and products are the key, some of the less practical traffic data in the future will become weaker and weaker.


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