Since the “new retail” was proposed in 2016, new retail has been developing rapidly at a speed visible to the naked eye. For example, various Internet retail platforms have emerged on platforms such as fresh food, convenience stores, restaurants, and e-commerce, and a large number of retail companies have also Reshaping the new retail format.
Especially in the fresh food e-commerce industry, the market transaction scale is increasing year by year, reaching a market size of nearly 350 billion yuan in 2020. However, with the gradual disappearance of the demographic dividend, the customer acquisition cost of new users is rising, so most companies will release a variety of preferential activities, coupons and other methods to attract the attention of new users.
However, at the same time as the company gains newness, these large quantities of huge discounts and powerful discount coupons have also received close attention and "favor" from the black industry, which is the "invisible follower" of the company's marketing operations. They seriously affect the effectiveness of corporate marketing and waste corporate operating costs.
How to strategize defense-in-depth in the new retail scene? At 19:30 on the evening of July 1, Li Mengtong, an expert in digital technology solutions, shared "New Trends, New Retail, New Risk Control" online, and some of the highlights are as follows:
Risks are normalized, business frauds continue to soar
In the field of new retail, the Digital Black Industry Research Institute found that from 2016 to 2019, the proportion of fraud in the black industry business has been increasing, and it has increased to more than 5% in 2019. From the point of view of the cheating methods of black production, the main fraud scenarios are channel traffic cheating, false user fission, wool party, scouring list, advertising content diversion, content stealing and other fraud scenarios, and the average annual fraud loss is as high as 5000 100 million yuan.
Currently, the black production chain is complete and the division of labor is clear. For example, the entire industrial chain of obtaining information from channels, integrating basic resources, doing evil in scenarios, and finally realizing & arbitrage is relatively complete. According to estimates, the current number of black industry employees has exceeded 2 million, and the market scale has exceeded 100 billion.
Therefore, first understand the fraudulent methods of illegal production in the new retail industry, and comprehensively sort out and analyze the illegal production process of the retail e-commerce platform, which is the "top priority" to break the situation.
Do you know the tactics used by black products to cheat?
1. Channel traffic cheating
The Internet relies on channels as its king. From an incremental market to a stock market, companies are competing for users very fiercely. The cost of a single user has ranged from a few cents in the early days to tens of dollars now, and some institutional platforms may even reach hundreds of dollars. But often, a lot of our promotion costs have entered the pockets of gray production, which did not bring value to the platform. According to statistics, an average of 10% of the channel traffic is fake, which means that we only get 90 users with the money of 100 users, and those 10 users are fake.
2. Fraudulent user fission
User fission is now a very popular marketing method on the Internet. Under normal circumstances, the method of attracting users through users can bring good results to enterprises. However, the participation of ash products has caused great losses to enterprises. For example, for a product of one of our customers, the annual promotion fee is 100 million yuan. If the fake volume is 10%, 10 million yuan will be paid into the ash product.
3. The Wool Party
Many corporate platforms will set up first order reductions, registration rebates, special offers and other preferential rewards in the marketing activities of new users and promotion. For example, the first order of daily fresh food is 100 off 50. Gray production obtains a large number of coupons by registering a large number of accounts to simulate real user behaviors, and then selling them for cash. Not only does it cause serious losses to the platform, it also affects the product experience of real users, leading to user loss. So how to judge the authenticity of the user is very important to the platform.
4. Check the list
In the e-commerce website, some merchants hope that their product rankings will be high and will find machines to scan sales and praise. In the field of live broadcasting, some anchors will find someone to check their popularity and gifts to brush their rankings to the top. The same vicious competition also exists in the business travel field. For example, rooms, tickets, air tickets and other goods are ordered before the holidays, but the payment is not received, and then all orders are cancelled on the night of the holiday. This is likely to be taken over by competitors, which directly leads to the loss of normal business interests.
5. Advertising content diversion
At present, most platforms will more or less contain some UGC content, and the gray industry will publish their advertisements where there is traffic, including financial management, fraud, gambling and other "black five types of ads", which greatly improves the platform The regulatory risk also affects the product experience of normal users. The most serious is to defraud users, bringing disputes to the entire platform.
6. Content stealing
High-value content like resumes, industry competition data, and private data are all important targets for gray assets to obtain huge illegal benefits. Once these content is crawled by the gray production, it will cause huge losses to the enterprise. According to statistics, there are about hundreds of millions of losses per year on resume stealing.
The way to defend against the enemy
Different from the traditional field, the opponents of the anti-fraud industry are constantly evolving and changing. Therefore, only by setting up a defense mechanism in an all-round way, such as Shumei Technology, can we ensure effective interception of gray products and achieve a better defense effect. Once the single-point anti-fraud is breached by the gray product, it will cause huge losses to the enterprise. Sumei Technology has served thousands of companies, so for a new retail company, a new user may already be an "old" user with many problems in the eyes of Sumei Technology, so we can just kill him.
Secondly, Sumei Technology will also provide some account tags (behavior tags, risk tags), device tags (active equipment, suspicious tags, fake equipment, machine operating equipment), and IP tags (basic attributes, risk tags, suspicious tags). To assist the risk control monitoring of online businesses in the new retail industry. Finally, Sumei Technology will also achieve precise identification from the decision-making engine and AI model, and strategically achieve the closed-loop evolution of the entire process and rapid evolutionary iteration.
Equipment risk identification
At the same time, the device will be marked with a global unique label to effectively identify fraudulent devices that commit crimes across platforms.
Behavioral risk identification
Detect and identify abnormal operations, including abnormal movement speed. For example, a person's first operation was in Beijing, but changed to Shanghai after 20 minutes. This is abnormal behavior.
Associated risk mining
It is mainly aimed at the in-depth excavation of the gang, because there will be some abnormalities in each link of the gang's crime. For example, if he posted a diversion advertisement, then it can be extended to the equipment, mobile phone number and IP he used during registration. problem.
How to strategize defense in depth? Different from other companies' single-point anti-fraud services, Sumei Technology provides a full-stack defense system.
Effectively identify gang crimes
Intercepting multiple operations within one minute of the same IP address is simple but effective for individual gray production, but it can easily be bypassed by gray production. According to many behavioral characteristics of gangs, Sumei Technology does cluster analysis, which can identify the gray production in the incubation period, conduct complete mining of gangs, and discover new fraud patterns.
Fraud scenario customized service
Including sorting out business risk points, doing physical examination of the platform, and subsequently designing customized solutions based on the characteristics of the platform. During the use process, we will help users establish a system and provide guidance for use to ensure the best defense effect.
Continuous monitoring and optimization
Confrontation with gray production is a dynamic process that is not accomplished overnight, so Sumei Technology provides continuous monitoring and optimization. Sumei Technology provides API interfaces for service docking. The entire access process only takes about half a day, allowing customers to easily access services. At the same time, we provide a complete work background. After connecting, customers can intuitively see the number of attacks per day and the number of gangs unearthed by us.
The full-stack defense system of Sumei Technology covers the entire user operation process such as startup, registration, login and business behavior. Firstly, detect whether the operating device is a risky device such as a virtual machine, and provide a judgment basis for subsequent operations through the risk score. At the same time, the login protection function can identify account problems, and perform multi-dimensional statistical analysis to identify whether the registration is normal, and finally detect and identify business behaviors. Sumei Technology establishes an independent model for each fraud scenario to model and cluster users, effectively identifying fraudulent users.
The confrontation with black production is a long and changeable process. In the new retail field, Sumei Technology will provide continuous AI monitoring and technology optimization. Based on domestic leading AI technology and global SaaS risk control service network, deep integration Stacked model system, real-time defense and accurate identification, insist on providing customers with professional customized AI online business risk control solutions, and wholeheartedly escort global customers.