Hornets nest data fraud creates a corner of tourism industry

Hornets nest data fraud creates a corner of tourism industry

Hornets nest data fraud creates a corner of tourism industry

Reporter Wang Xiaoyu Huang Xingli

After an unpleasant "viral" advertisement at this year's World Cup helped boost the popularity of travel aggregators, the honeycomb's "reputation" quickly became known in late October after being exposed to data fraud from its media accounts.

For a long-term "small and beautiful" image based on the tourism vertical portal, the rapid expansion of brand influence is obviously more beneficial to the business layout behind traffic, but in this way "fire" is obviously not what the honeycomb would like to see.

So a lawsuit was filed the next day by Ding Ziquan, the self-Media author who triggered the incident, and Shenzhen Yurui Data Co., Ltd., the technology provider of the revelation. The people's Court of Chaoyang District, Beijing.

"Failed to hit the" seven inch "of hornet's nest.

More interestingly, at the bottom of the Horse Cellular Line homepage, "To the Pirates of the free Caribbean!" It is said to have originated from an early offline campaign that represented a group of people who loved traveling and advocated freedom and freedom, but now it seems particularly bleak, and "pirates" are particularly striking.

As the timing of the incident approached a new round of financing by the honeycomb, although Ding Ziquan publicly declared that the "stabbing honeycomb" was only an accident, the whole incident still showed a conspiracy theory flavor, the Huaxia Times reporters contacted a number of tourism insiders and wasps. People in the nest are convinced that this is by no means accidental, "there must be behind-the-scenes mafia" and "an organized malicious act".

Honeycomb co-founder Chen Quai also said publicly at the October 23 "Holy Land Patrol" conference that the data fraud problem is "too exaggerated", in fact, far less than the "Valuation of 17.5 billion Travel Unicorns, a ghost city of zombies and sailors?" The article is so serious.

"Honeycombs are not so much capitalized doing what the industry is doing as they have forgotten the fundamentals of their survival in the industry in pursuit of expansion," a travel industry supplier working with the honeycomb told the China Times. "The honeycomb's long-standing slogan,'Before traveling, first hitching', clearly shows that they are targeting pre-trip markets, such as strategies, travel notes and scenic spot recommendations, but this time it has been pointed out that the most affected areas are hotels and restaurant reviews. How many people use the honeycomb to see these?"

"Assuming that it is a competitor, there is no" seven inch "hitting the hornet's nest. Chen Xu, founder of Shenzhen Zijialu Technology Co., Ltd, told the China Times: "Content is not the core of the honeycomb, but the core of their current business model is to reach a deal through the diversion. The honeycomb will not tell the story of the content since the last round of financing, but mainly emphasize the direction of the destination. This part of the flow, trading, but also through the promotion of some third-party partners to gradually establish their own system.

Honeycomb realizes the realization of traffic by recommending destination tickets, hotels, tickets and other products to users on the strategy travel notes and other pages. At the same time, Honeycomb gets involved in the tourism service business of some destinations through tourism crowdsourcing products. At the same time, there are e-commerce business through the sale of some digital products, household use, tourism vacation and so on. Single. These are the core of their current business model, and the transition from UGC involvement to this stage can be said to be very successful, which is the main reason why valuations are rising.

However, after "overnight fame" and "accusations" of data fraud, the financial prospects of honeycombs and even the future path of development will be affected also began to cast a shadow.

According to a senior tourist community operator, "Honeycomb's transition from content aggregation to community e-commerce has been very successful, but it has not yet been able to create a closed-loop, so financing may not be much affected in the short term, but in the long run its objective and authentic image of content and information has obviously been compromised. The damage, coupled with some of the weaknesses exposed in the internal management of the incident, will ultimately depend on how the incident is eventually handled and the subsequent shortcomings, especially in the operation of the shortcomings.

Industry data chaos

According to Ding Ziquan's article, according to the analysis of Rui's data, "There are 7454 plagiarism accounts on the honeycomb, and on average, each person copied thousands of comments from Ctrip, Yilong, Metro, Agoda and Yelp. A total of 5.72 million restaurant reviews and 12.21 million hotel reviews were copied, accounting for 85% of the total number of reviews claimed by its official website.

While acknowledging data fraud, the honeycomb defended itself by saying that "review data accounts for a very small proportion of the information provided on the site," while many travel and Internet practitioners expressed their views on the matter and admitted that "crawler peer review data is a common phenomenon in the industry." It's not just a hornet's nest. "

"It's true that data fraud is a phenomenon, especially in the early days of some new platforms, and it's almost the only way to open up the situation, but this time the honeycomb has been'grabbed'more problems are reflected in its weak operational capacity, as well as internal management problems," the vendor said, "such as text. The neglected problem of lottery fraud, as well as the confusion I found in my daily docking with their business, also shows that the company is not in control.

But as Ding Ziquan put it in his response to the accusation, it is not right to do so just because everyone is doing it.

In fact, the tourism industry has always been a disaster area for data fraud, after a series of media articles exposed the industry KOL through clicks and forwarding, praise and other ways to upgrade their original content data, and thus from the cooperation of tourism bureaus, hotels and airlines upstream and downstream suppliers in the tourism industry profit Behavior.

There has even been a dedicated article on how to turn a social media account into a KOL blockbuster from zero through collaboration with the Internet's "black manufacturer" to benefit from various activities and advertisements. "Early on, it took only a very low cost to create a'net bonus'that could be returned with a single ad sheet."

What's more, under the influence of this trend, some KOL practitioners who are comfortable doing content and actually become KOL are gradually involved in the operation of data fraud, according to a travel blog who once "brushed the data" saying: "When everyone is brushing the data, if you do not brush it, you will be quickly washed out." No matter how good the content is, it's hard to show it without good-looking data. That's why most people are "launching."

"Whatever the outcome of the honeycomb incident, it would be a good thing for the industry if the trend of long-term massive fraud in the tourism industry was somewhat suppressed and more truly valuable content and practitioners became the mainstream voice." The foregoing supplier said so.

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