**Sea.
Recently, "young people have been squeezing with a vengeance 3Topics such as "5-point restaurants" and "low-rated restaurants may be more delicious" have repeatedly appeared on hot searches on social platforms. It is understood that except for a small number of consumers with the mentality of "I want to see how unpalatable it is", "crowding 3."5-point restaurants", low-rated restaurants "counterattack", more because consumers frequently step on thunder in high-scoring stores, and the dishes provided by low-rated restaurants exceed expectations. (Worker**, January 8.)
In the Internet era, searching for strategies and reading ratings have become new consumption habits, and the real evaluations, ratings, and pictures of netizens are equivalent to a "consumption guide" in a sense, allowing us to dig out new things, get good advice, and even help us "avoid pits" when we have no ideas. However, with the popular trend of "scoring determines good or bad", some businesses have swiped praise and gained popularity by paying to visit stores to "plant grass", swipe orders and speculate on letters, fake ratings, etc., which has led to consumers "entering the pit".
And in some low-scoring stores, it is not excluded that there are also good stores. Not long ago, there was a ** report on the booming business of several low-branch stores in Hangzhou, they "cook seriously, polish word of mouth, and do not take shortcuts", a big reason for the low score is that it is either a fixed customer base, stable sales channels, or a main offline word of mouth, word of mouth has been able to meet the needs of business, and will not particularly care about the gains brought by online evaluations. Some low-level stores even refuse to promote the cooperation of software to come to the door, not wanting to be "kidnapped" by software, thinking that business operation is too energy-consuming, and it is better to polish the dishes and reputation. This is undoubtedly a rare kind of "human sobriety".
The "counterattack" of low-scoring stores is a wake-up call for the distortion of online ratingsAs Zhu Danpeng, an analyst of China's food industry, said, the score of water injection will make the score lose its reference meaning, and it is not the right way for catering companies to maintain long-term development. The quality and reputation formed by the ingredients, taste, service and other elements are what enterprises need to operate with heart. No matter how good the marketing is and how high the ratings are, as long as the quality is not good, consumers will vote with their feet and choose to leave.
The reverse consumption of consumers "giving up high and going low" also shows that the credit environment of online platforms needs to be purified and the evaluation system needs to be improved. Consumer Rights Protection** stipulates that consumers have the right to know the truth about the goods they buy or use or the services they receive. The Anti-Unfair Competition Law stipulates that business operators shall not make false or misleading commercial promotions about the sales status of their goods and user evaluations, so as to deceive or mislead consumers. The E-Commerce Law stipulates that e-commerce operators shall not conduct false or misleading commercial promotions to deceive or mislead consumers by means of fictitious transactions, fabricated user evaluations, etc.
Therefore, in view of the chaos of online ratings, the regulatory authorities should make further efforts to rectify and purify the market, and in carrying out actions such as cracking down on swiping orders and speculation, false propaganda, etc., we must catch some typical cases among merchants to knock and knock. Online platforms should explore more dimensional and more reasonable evaluation and display mechanisms to avoid "bad money driving out good money", so that high-quality "treasure stores" can get the points they deserve and better serve consumers.