Taobao's bad reviews have become a thing of the past.
Recently, the mobile phone Taobao has undergone a revision. In addition to a series of revisions to the homepage, most importantly, the evaluation system was revised.
After this revision, the previous three tags of positive, moderate and negative reviews are no longer displayed separately, and are unified in the "feeling bad" tag. Users can still view the negative reviews in this tag. Evaluation information.
What is the use of the revision to weaken bad reviews?
"Weaken" bad reviews, help the business?
The evaluation system was originally derived from eBay, a foreign e-commerce platform, while Taobao’s evaluation system was borrowed from eBay’s evaluation system. Since it went online in 2003, although it has undergone many revisions, the evaluation model of good, middle and bad reviews still exists.
Although this evaluation system provided great help for consumers to purchase goods in the early development of Taobao, this function has gradually lost its original role.
In fact, although this type of negative review system can still provide buyers with a certain reference function, it has also been used by many criminals. Since bad reviews will affect the search priority and ranking of businesses, malicious bad reviews are very common. Especially for some explosive products, there are often malicious reviews of peer competitors.
In addition, there are some "professional negative reviews" that threaten the store to obtain compensation through malicious negative reviews, and use the bad impact of the negative reviews on the store to threaten the store to gain profits.
Therefore, this revision of the evaluation system can reduce the impact of malicious negative reviews on merchants to a certain extent, which is good news for merchants.
Weakening the negative review system has become mainstream
The revision of Taobao's evaluation system is inevitable. Compared with Taobao, the evaluation system of Jingdong, which is also an e-commerce platform, uses the star rating standard, and there is no subdivision of good, medium and bad evaluation options. In addition, JD’s evaluation system has subdivided multiple tags, giving users more intuitive information acquisition.
The same is true for the rising star Pinduoduo, whose evaluation system is very similar to JD.com, but JD.com still retains the obvious negative evaluation label option. Pinduoduo has more positive and neutral evaluation labels. Negative evaluation labels are rarely seen. To.
It can be seen that weakening the "medium and negative review" system has become the consensus of all e-commerce platforms. In Tmall, this bad review system has long been directly cancelled, and JD.com's star rating standard has also been adopted. However, unlike JD.com, users cannot directly filter and view low-scoring reviews of 1 to 2 stars in the reviews.
In fact, the original attributes of the evaluation system have been greatly weakened. Previously, the media had reported on the phenomenon of e-commerce merchants' scalping orders, and the purpose of such scalping orders was not only to obtain sales for the store, but also to bring a lot of praise.
Nowadays, on Taobao, just click on the evaluation page of a popular product, and there will be many very obvious reviews. Instead, in the Q&A section of Taobao, many useful comments can be seen, and the original evaluation section has lost its due attributes.
The evaluation system is gradually weakening, and the live broadcast of goods "emerges suddenly"
Although the revision of Taobao's evaluation system has protected the interests of merchants to a certain extent, it did not actually have much impact on users because the current evaluation system has almost lost its original function.
Whether it’s Taobao, JD or Pinduoduo, the impact of its evaluation system on whether users buy is getting weaker and weaker. This is not only caused by the substantial weakening of the original attributes of the evaluation system, but also the current users’ greater influence on e-commerce platforms. Brought by high demands.
For example, if you need to buy a mobile phone online, which platform do you think of first? Most people should first think of Jingdong.
Why is this happening? Jingdong has a relatively high level in terms of logistics, product quality and after-sales service, especially the self-operated after-sales service of Jingdong. This is the reason why many people choose Jingdong.
In addition, most people may not pay attention to product reviews after choosing JD’s self-operated stores. This is precisely because Jingdong's self-operated and better after-sales service makes users no longer pay attention to product evaluation.
If Taobao's weakening of the "bad review" system this time is only to protect businesses, this is only one-sided. In fact, it can be seen from many recent revisions of Taobao that the revision of the evaluation system this time is only part of Taobao's many actions.
Recently, Taobao has made many revisions to the homepage suitable for live video and short videos. The rise of live streaming has weakened the role of product evaluation to a certain extent.
Through the introduction of the product by the anchor, users can obtain more detailed information, which also makes consumers pay more attention to the purpose of the product and the product itself, and to a certain extent reduces the impact of evaluation systems such as medium and negative reviews on consumers.
Perfect after-sales mechanism is the right way
Judging from the actual usage, weakening the "moderate and negative review" system will not have much impact on the consumer experience, but the role of the negative review system itself cannot be ignored. This requires major e-commerce platforms to improve the quality of their merchants, filter out various problem businesses, and provide consumers with a good shopping environment.
In addition, we should not only pay attention to the protection of businesses, but also pay attention to consumers. Mention liter quality after-sales customer service platform, to establish a sound mechanism for after-sales, this would be in the case of changing the whole product evaluation system, the need to focus on each platform focus. After all, even if there is no bad review, the platform's reputation is gone, and it is completely gone.
Article source: Songguo Finance, please indicate the copyright for reprinting.