| With the rapid development of new consumption,credit problems such as brushing orders,brushing comments and selling fake products have become prominent on non-standard ecommerce platforms.In the fierce competition,the life of waist and tail platforms has been exhausted.The main reason is that the platform revenue imbalance,after spending a lot of money to promote,can not achieve their own profit;Merchants develop abnormally,defrauding platform resources and consumers’ trust by falsifying data,selling fake goods and false publicity,and disrupting market order.These phenomena lead to consumer,platform and merchant tripartite trust crisis.In order to maintain the reputation of non-standard products ecommerce platform and improve the profitability of the platform,the platform must solve the pain point of non-standard products industry--anti-counterfeiting and fidelity,and create an honest and fair exchange and transaction environment for merchants and users.In recent years,the market share of Y platform has been divided up,the turnover rate of merchants is high,and the transaction volume of merchants on the platform has a declining trend.In view of the problems existing in the merchant operation mode of Y platform,the author puts forward the following five points for optimization: first,optimize the platform operation objectives,taking the platform revenue and ROI as the core indicators;The second is to improve the complexity of platform traffic distribution rules,and disperse platform traffic into different broadcast rooms through merchant growth system,broadcast room level,head merchant channel and non-head merchant matchmaking.The third is to raise the entry threshold of merchants,establish the recommendation guarantee entry system,strengthen the verification of merchants’ qualification,to ensure that merchants have the strength to provide users with professional shopping guide suggestions;Fourth,strengthen the punishment for selling fake goods,combine online and offline,crack down on fake goods by online merchants and users across the whole platform,build an integrated base of live inspection and logistics offline,and provide consumers with guaranteed non-standard products.Fifth,raise the threshold of platform account registration,crack down on brushing,false evaluation and live broadcast,strengthen risk warning to minors and the elderly,and promote the healthy development of platform ecology.As a waist platform in the non-standard e-commerce industry,Y platform should focus on refined operation,focus on market segments,gather a group of professional merchants,gather the resources of merchants,form its own industry barriers,gain the recognition of users in the circle,and then break the circle to attract external attention. |
