Compared with the star rating system, the user-level free trial and LV rating system have also been adjusted not long ago.
In August last year, Dianping took the lead in revising the LV grading rules. The ranking will be comprehensively calculated through big data, and the LV grading will be updated every week. The LV grading is no longer fixed, but changes dynamically. .
The advantage of this dynamic rating is that high-level users only represent their outstanding contribution value to the platform for a period of time, and cannot be used for transactions of fixed-value commodities; in this way, the black products traded by high-level members on the platform will automatically lose their value. The Wool Party will not be able to easily profit from this rule.
At present, the internal team of Dianping has found that with the diversification of the platform's ecological environment, the platform has encountered many problems and challenges in the operation of the evaluation system.
In order to combat the fraudulent production of orders on the platform, Dianping officially launched the "Clean Breeze Action" in April 2019. In 2020, a total of 33.69 million illegal reviews were processed, 45,000 merchants were punished, and 44,000 users were punished.
In the past year, the platform has launched legal proceedings against 13 online black and gray companies, of which 4 were judged by the court to constitute unfair competition, with a cumulative compensation amount of 1.28 million, and the other 9 have filed cases and are pending trial; 11 online hackers The gray production company has been investigated by the Market Supervision Bureau or under investigation for evidence collection, and two of the online black and gray production companies have been dissolved.
At present, the team is still optimizing the big data algorithm and adjusting the rules to be more reasonable. They also want to do it faster and better, because only the real and helpful evaluation ecology is what users want to see most.
At the end of last year, "Bawang Meal" was officially renamed "Free Trial".
As a god-level product in the minds of users and merchants, "Bawang Meal" once made a great contribution to the development of the content ecology. It can be said that the operation is beneficial to the three parties: users can experience the Bawang meal for free after winning the Bawang meal, and merchants can experience it through online exposure. It can radiate more users, and the platform can build a bridge between merchants and users.
However, with the chaos of black and gray production, Zhang Guan Li Dai and the unofficial "Overlord Meal" have changed the name; it has become a brushing tool that only high-level users can participate in and must be praised.
To this end, on the one hand, Dianping has cracked down on black and gray products, and on the other hand, it has also adjusted the "Overlord Meal" and changed its name to "Free Trial" to avoid misunderstandings about high LV privileges and discourse power from the name, and further Rules are clarified:
The free trial has nothing to do with the LV level of the participating users. Any user can sign up, and there will be no preference for users with high LV levels in the lottery.
The platform continues to emphasize that users must give real evaluations after receiving the free trial, and the platform does not interfere with the evaluation content. Merchant cooperation "free trial" does not necessarily mean that it will receive praise and improve star rating.
Continue to upgrade the product model of free trial. It is understood that Dianping is also exploring the free trial for users to visit the store anonymously, and experience it without the knowledge of the merchant.
Dianping attempts to return to the "original intention" of the platform to provide real and helpful evaluations through the above revision of the rules for merchants and users.
02 Where will Dianping go in the future?
As the earliest independent third-party consumer review website in China, Dianping is the originator of O2O and one of the most "oldest" veterans of Internet companies.
But no matter how the outside world changes, in terms of product and brand building, it has maintained a very strong recognition so far, and it is still the preferred platform for users to log in to view the evaluation and make decisions before going to the store for consumption.
Looking back now, what is the core competitiveness behind this 18-year-old product?
Evaluation data and a massive accumulation of merchant data.
It is this accumulation of user evaluation big data that enables Dianping to have its core competitiveness, and it also allows Dianping to solve two core needs of users: one is to find businesses that provide services more easily; the other is to solve the problem of facing similar services. The choice fear problem when choosing, eliminates the country email list information asymmetry between users and merchants.
From the perspective of human nature, commenting seems to have an irreplaceable magic power, and consumers always need the opinions of others as a reference; not only in daily consumption decisions, but also in cultural industries such as books, audio and video; for example, Douban Many people are accustomed to glance at Douban scores before and after watching movies and swipe comments; open NetEase Cloud Music to listen to songs, and get used to listening to songs while swiping the comment area. The rich and diverse community culture endows these platforms with unique social charm .