Xiaohongshu tries to regain the trust of users

18/07/2019

 

 

Xiaohongshu is working to respond to a crisis of confidence

 

User trust is essential and, very often, some positive reviews are not enough. This is the case of Xiaohongshu, the Chinese social media e-commerce platform that is trying to regain the trust of users, after some malfunctions. The platform should be a personal stylist, but a growing number of users is complaining about the quality of the products with the corresponding presentation.

To better understand the user problem, take the case of Ms. Fang who, for example, used Xiaohongshu to buy Ordinary brand skin cream after receiving a recommendation from a friend abroad. When the bottle arrived, however, it was not as expected: the liquid seemed yellow, the cap did not have the same shape and even the font on the label was not completely in place. Also, the cream gave her problems on the face.

 

The controversy over sales of counterfeit goods in China is nothing new

 

To solve this fundamental problem, Xiaohongshu, also called Little Red Book or RED, is working to respond to a crisis of confidence. Many users believe that the platform is full of false reviews. However, its efforts to control the site have also irritated content creators.

However, the controversy over sales of counterfeit goods in China is nothing new. Almost all the major e-commerce platforms, including Alibaba’s Taobao and JD, have been called over the years for the sale of questionable products. Still, the country’s consumers have grown considerably compared to a decade ago and the authenticity of the product is now a key concern.

 

Weibo users engaged in heated discussions on the devious tactics used

 

In this period in which China is more serious about the problem of counterfeit products, the app, which was previously accused of selling fakes, saw a new wave of negative coverage that spread in March when local media reported the details of a shady industrial chain in which an alleged false army of auditors is being paid to post fraudulent opinions and increase the number of fans.

Weibo users have engaged in heated discussions on subtle tactics reported. A post revealed a price list for professional writers who generate content based on customer requests. Others profit from the distribution of these false contents, charging different amounts based on the number of followers.

 

The company is trying to crack down on fraud

 

Obviously, the company is trying to crack down on fraud and is doing so using technologies like artificial intelligence and employing machine learning and humans to detect the violation of the rules.

Fake content and traffic junk have long dogged in the Chinese e-commerce industry. The country’s e-commerce law that came into effect during the year includes articles designed to protect consumers from unreliable reviews.

 

Xiaohongshu has launched a new revision system called Xiaohongxin

 

But the control will no longer be just Xiaohongshu’s, in a move to empower users, the app launched the new XHS Ecosystem Manager feature, which will credit certain users as managers after passing the rules compliance tests. Ecosystem managers will have the right to vote on whether the content violates the rules.

Finally, Xiaohongshu has launched a new revision system called Xiaohongxin, or Little Red Heart in English, which allows 500,000 experienced users to rate over 3,000 products. Voting through the system contributed to the creation of a shopping list of recommendations, including over 650 assets covering 93 product categories.

 

 

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