Original title: 2020 “Double Eleven” Consumer Complaints Data Report: Beauty and Apparel Complaints Have Increased Nearly Fourfold
Sina KuronekoComplaints platformThe “2020 “Double Eleven” Consumer Complaints Data Report was jointly released with the Microhot Big Data Research Institute. The report is based on data from the Microhot Big Data Research Institute, Sina Data Center, and Black Cat complaints, and provides a comprehensive analysis and summary of the overall consumer opinion situation in e-commerce, logistics and other online shopping-related industries during the Double Eleven period.
Weibo is the most important public opinion voice for consumer events
In the “Double Eleven” promotion war, some products declined sharply, rose first, then discounted. The strength of the discount fell far short of consumers' expectations, and some consumers even called for “being scammed.” As a result, consumer rights protection issues have also arisen.
According to data from the Microhotspot Big Data Research Institute, from November 1 to November 15, 2020, the number of “Double Eleven e-commerce platform complaints” related to the entire network reached 529,000. The amount of information from the microblogging platform reached 195,000, accounting for 36.82%, becoming an important voice for public opinion on related events and topics; followed by the client platform, which accounted for 23.07% of the information volume.
The number of discussions on Double Eleven on the Weibo platform peaked on November 10
According to data from the Sina Data Center, during the “Double Eleven” period, popular posts related to Weibo users continued to rise, peaking at 11.10, and the number of “Double Eleven” related blog posts reached 2.27 million on the same day.
Weibo topic #退款 #、 #被高洁丝气死 #双双登上热搜， #退款 #话题在11. The number of blog posts peaked on the 1st. On the same day, the number of blog posts reached 48,000, and the number of related users reached 42,000. At the time of completion of the article, #被高洁丝气死 was 32.800 million, and the number of discussions was close to 10,000 times. #话题阅读量高达2
Over 30% of consumers think there are many “routines” for businesses to rise first and then fall
According to data from the Microhot Big Data Research Institute, it can be seen through a sample analysis of opinions on the topic of consumers' “Double Eleven” rights protection complaints. One of the most prominent issues reported by “Double Eleven” consumers this year was that they wanted a refund after payment. The refund channel was temporarily closed. When a refund was possible, the merchant had already shipped the goods, or forced delivery, which accounted for 10.5%; in addition, 14.3% of consumers reported that they could not combine payments or use coupons.
Complaints about beauty and apparel increased nearly 4 times during the “Double Eleven” period
In addition to platforms such as shopping platforms and freight logistics, brands in the beauty and apparel industry also saw a significant increase in the number of effective complaints during the “Double Eleven” period. According to Black Cat complaint data, the beauty and apparel industry effectively filed more than 2,400 complaints during the “Double Eleven” period, an increase of 384.10% over the second half of October. Among them, Nike,Hei Lan's House, Adidas, GUESS, Nike, Uniqlo, L'Oreal, Echolac, Li Ning, and Anta ranked in the top ten for the number of effective complaints.
There are quite a few “Double Eleven” businesses that “roll over” in order to promote fancy activities. GUESS complaints focused on price insurance. Li Jiaqi promised the lowest price when purchasing on the live broadcast room, but since then the store issued vouchers even lower. Echolac's complaints focused on false publicity and falsification of the publicized list of free campaigns. The number of complaints at Heilan Home also surged during the Double Eleven period. The complaints focused on changing the rules for the 0 yuan lucky bag purchase campaign.
