A group of data sent out of e-commerce sales gangs big data cracking effect is not bad

A set of data can be sold out of e-commerce sales gangs, do you believe it? Don’t believe it, this is Wang Jia’s daily work.

Wang Jiayu is a member of the AQSIQ E-Commerce Law Enforcement and Anti-counterfeiting Center (Inner Mongolia) Data Group. This national-level e-commerce law enforcement and fraud prevention center was established on February 21 this year in Hohhot, Inner Mongolia, which is after Hangzhou, Zhejiang province. The second state-level e-commerce law enforcement and crackdown center set up by the AQSIQ. Its main unit of support is the Inner Mongolia Institute of Electronic Information Products Quality Inspection. With the help of the new big data search system, the Institute of Inspection and Quarantine has achieved a lot in cracking down on counterfeits in e-commerce.

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With the increasing development of the Internet economy, online shopping is becoming more and more of the hearts of consumers, but the fake issue will make the happy mood of buying and buying become gloomy. E-commerce fakes how to check? How to establish a big data search platform?

Data sets make fakes nowhere

With the help of the new big data search system, Inner Mongolia has its own way to deal with counterfeit goods on the e-commerce platform - the search cloud service platform. Do not look at the platform interface looks ordinary, its energy is not small. Has a "one-click search", real-time query, lyrical focus and event analysis and other functions.

In the counterfeit case of cashmere products conducted by Inner Mongolia Bureau of Quality Supervision last year, the search cloud service platform has played a significant role. "Through the platform, there are two ways to identify suspicious online stores." Wang Jialu's data collection team is mainly responsible for digging up suspicious online stores to provide data support, and is a logistics force in counterfeiting operations.

"The first way is to pay attention to usual sales promotion and advertising information. If there are advertisements that appear frequently but are more suspicious, they can be tested by a 'one search' function. 'One-click search' is similar to the Baidu search engine, but There is a de-noising and de-noising function that can remove redundant information such as news and messages and merge business information.

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Before that, they always saw an advertisement for a Ushawa Cashmere store on Baidu. Because they had not heard of this cashmere brand, they used a “one-click search” query. "You see, using Baidu to search for this keyword, will come out more than 10 pages more than 200 results; but with our search engine, there are only 17 results, then click to see, the workload is much smaller," Wang Jiayi is not without pride Show up.

The second method is to use the real-time inspection function of the search platform to set specific keywords and trace the complaint information on the network to find suspicious shops. Wang Jialuo said: "We will set up an 'Inner Mongolia Cashmere Complaint' and 'Ordos (10.320, 0.03, 0.29%) Cashmere E-Commerce' and other keyword combinations as targets for real-time inspections. The complaint information that the cloud platform can feed back contains all the information exposed on the Internet. On the complaint information, including complaints on Weibo, Wechat, forums and e-commerce platform."

"After each setup is complete, there will be a large number of results scrolling on the platform within 24 hours, and will be updated every 6 hours. We don't have to stare at computers to find complaints everywhere, and work is a lot easier." Wang Jiaxuan is quite satisfied with this good helper. “Finally, just verify that the shops are still there and collect the complaints.”

Afterwards, they gathered the information obtained from both parties and sent all the stores that are more suspicious or complained of selling cashmere sweaters online to another team “research group”.

Judgment Teams Do Not Decline Shops

Compared with the data collection team that has a cloud search platform as a helper, the research team needs human participation.

The Mongolian lad Wu Yili is a member of the research team. “Our main job is to identify the shops selling cashmere sweaters from the data group to identify the suspected counterfeit products and then purchase them again."

In order to make screening standards more uniform, they established a five-point basis for identifying suspected counterfeit products, namely, finished product prices are lower than raw material prices, product details are vague, product quality complaints, suspected brush orders, genuine and counterfeit products, etc. .

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Urumqi introduced that, for example, in August last year, the market price of cashmere raw materials was basically about 500 yuan/kg, and some merchants' finished cashmere sweaters only sold 158 yuan, which was not enough for the cost price of cashmere. Can be determined to be fake. In addition, the inspection standards stipulate that the content of cashmere products can only be cashmere, and can not be expressed as other cashmere or cashmere, and these are also classified as suspected shops.

"Despite the tedious but discriminating work of discriminating, the counterfeits and counterfeiters have undergone many changes, and the judgments given to us have brought about many difficulties." In his memories, when judging a counterfeit shop, the best thing to do is to have an online shop name it “Ordos Banner Shop”. It is easy for consumers to mistakenly think that it is an “Ordos flagship store.” The word and the word "ship" look so much like this. Isn't that deliberately confusing consumers? They can't figure it out!"

After the research team has identified the suspected counterfeit shop, the next step is sampling. “Generally, we will buy two samples, one inspection, and the other will be retained each time,” said Wu Xiaoli.

After sampling, they handed over the sample to the Inner Mongolia Fiber Inspection Bureau. The Fiber Inspection Bureau is responsible for checking the quality of the cashmere products and the content of the cashmere, and finally forms an inspection report.

In the anti-counterfeit campaign of cashmere products, the inspection institute conducted three samplings in August, November and March 2016 respectively. The lists were all taken from the list of suspected counterfeits in proportion, and there were 130 batches of samples. The sample is nominally registered in Inner Mongolia.

"Only cashmere content of more than 30% can be called 'cashmere knitwear'". Wang Li, director of the Inner Mongolia Fiber Inspection Bureau, said: “Thirty-six samples of the three samplings contained 46% of the sample's fiber content that did not match the fiber content indicated on the label. Some samples were marked with 100% cashmere content. Two to three percent are completely fake."

In addition to the problem of insufficient cashmere content, the problem of counterfeiting in production areas is also very prominent. "In the three samplings, many of them were famous cashmere sweaters such as 'Ordos' or 'Deer King'. The marked delivery place was Inner Mongolia, but the actual delivery areas were Hebei, Hunan and other places. Basically these samples were All the tests failed." said Wang Yongfu, deputy director of the Electronic Information Products Quality Inspection Institute.

Fighting can not be like playing hamsters, avoid selling fake shots for a place

The fakes on the Internet are found out. How to deal with them?

"At present, the implementation of network fakes is still subject to local investigations. We will report to the AQSIQ and inform local authorities to investigate and punish them." Gao Yunfeng, deputy director of the Law Enforcement Supervision Bureau of Inner Mongolia Bureau of Quality Supervision, told reporters.

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"But now we face the greatest difficulty is also in the investigation, some e-commerce for the online store's threshold setting is very low, many stores often 'fight shots for a place', in order to earn interest, these people take the national holiday When the goods are collected and sold online, it is difficult to determine where the product is produced. In addition, even if it is determined where the production is, which company produces, but for some comprehensive factors such as protectionism, we are also investigating and handling fake products. There was a lot of resistance," Gao Yunfeng said.

In addition to the special counter-fighting campaign for cashmere products, the Bureau of Quality Supervision of Inner Mongolia also used the big data search cloud service platform to conduct special counterfeiting campaigns for products such as Inner Mongolia handicrafts and children's diapers. In April and April, when the spring plowing season approached, the AQSIQ gave them a task of investigating the sale of spring farm implements and pesticides and fertilizers on the net. No, they were busy.

Talking about planning for the future, Gao Yunfeng looked forward: “Our counterfeiting center is just a means to help the entire society and consumers identify counterfeit goods on the Internet, and it is really effective in curbing the elimination of network fakes or “credit management” and “rule management”. "One-time sales, lifetime bans" will really improve the quality of the product."

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