China's largest online shopping spree gets greener(2)

SAFER ONLINE ECONOMY

The past 12 years have witnessed countless new online shopping records set during the Double Eleven. However, much attention has also been given to sellers infringing consumer rights, with consumers calling for stronger oversight of the industry.

On Nov. 6, the country's State Administration for Market Regulation released a guideline on regulating e-commerce platforms' marketing activities and cracking down on violations related to the Singles' Day shopping spree.

A saleswoman promotes socks via live streaming in Zhuji, east China's Zhejiang Province, Nov. 2, 2021. (Xinhua/Xu Yu)

Misconduct such as making false claims on discounts, exaggerating the efficacy of products, manipulating sales figures and comments, as well as selling counterfeit products, are all strictly forbidden, according to the guideline.

"The guideline will ensure e-commerce platforms and merchants are clear about the red lines, so that the consumer market can run smoothly," said Liu Fujun, general manager of a network technology company based in Beijing, which has been analyzing big data on Double Eleven.

In response, Chinese online retail platform Suning launched a "fixed price" sales promotion in southwest China's Chongqing Municipality. On Nov. 11, commodities at the designated outlet will be on sale, with no complicated rules such as presales or add-on items.

Aerial photo taken on Nov. 2, 2021 shows unmanned express delivery vehicles running on campus of the University of South China in Hengyang, central China's Hunan Province. (Photo by Cao Zhengping/Xinhua)

According to Hu Qimu, chief researcher at Tianyi Digital Economy Institute, stricter supervision will not dampen the vitality of the consumer market, but will contribute to the industry's healthy development, so that society can better enjoy the dividends it generates.

Official data shows that retail sales of consumer goods, a pivotal part of the internal economic circulation, went up 16.4 percent year on year in the first three quarters this year, with online retail sales surging 18.5 percent.

This year's Singles' Day shopping spree is expected to invigorate the consumer market and promote consumption upgrading, said Li Zhengbo, an expert with the China International Electronic Commerce Center, under the Ministry of Commerce.