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Recently, Douyin Life Service released the "Announcement on Progress in Consumer Rights Protection in the First Half of 2024", detailing the platform's measures and achievements in improving user experience and satisfaction.

The announcement pointed out that in the first half of the year, the platform further shifted from the "platform perspective" to the "consumer perspective", making improving user satisfaction the top priority, focusing on improving the fulfillment experience of multiple industry categories, and launching multiple merchant tools to work with merchants to provide consumers with better services. At the same time, the platform has intensified its efforts to combat illegal behaviors such as false advertising and low-price tours to ensure user experience.

Upgrade governance and safeguard to ensure consumers can travel with peace of mind

In the first half of the year, with the rapid recovery of the wine and travel consumption market, Douyin Life Service actively responded to regulatory requirements and took a series of measures to focus on rectifying travel agency violations to ensure that consumers can travel with peace of mind. According to the announcement, Douyin Life Service clearly stipulates that merchants shall not publish unreasonably low-priced travel products. This kind of "low-price travel" is often accompanied by violations such as offline price increases, which seriously damages the rights and interests of consumers. Therefore, the platform will dynamically adjust the price standards every month based on market research, historical transaction prices and regulatory requirements to ensure that the price of goods meets the minimum standards set by the platform, and goods below this price limit will not be able to go online.

To ensure the implementation of the rules, the platform continues to conduct inspections and rectifications, and takes measures such as warnings, signing commitments, removing products from shelves, and banning group buying capabilities against illegal merchants. The announcement shows that in the first half of the year, the platform has dealt with more than 2,000 "low-price tour" illegal live broadcast rooms, as well as more than 1,000 illegal merchants and talent creators.

In order to guide merchants to operate in compliance, Douyin Life Service has issued the "Merchant Travel Agency Violation Points Management Rules" and launched the "Travel Agency Violation Points" mechanism to conduct a comprehensive assessment of the performance of merchants in all aspects, and violations will be dealt with accordingly. The announcement shows that in the first half of the year, Douyin Life Service has dealt with a total of 4,336 travel agency performance issues involving 783 merchants. Compared with last year, the violation rate per 10,000 orders has decreased by 27.0%.

(Accommodation guarantee logo)

In addition, during the peak tourist season, Douyin Life Service has also enabled a corresponding protection plan, providing protection measures including check-in guarantee, difference supplement, and no hidden consumption to ensure the consumer experience. For example, if the merchant is unable to provide rooms as scheduled, or the merchant increases the price after the consumer makes a successful reservation, the platform will guarantee the rights and interests of consumers and bear the price difference of no more than 3 times the order amount. At the same time, we will increase the investigation and disposal of violations such as false propaganda and additional price increases. In the first half of the year, a total of 556 problematic products with ambiguous price increases and unreasonably low prices were disposed of, and the review of product access was strengthened, and 153 non-compliant products were disposed of.

Continuously improve content quality and ensure user experience

In the first half of the year, Douyin Life Service further clarified the definition of low-quality content, issued the "Low-quality Content Evaluation Standards" and launched a special governance action to control the flow of low-quality content. At the same time, the platform launched mechanisms such as creator improvement training camps and talent risk deposits to increase the cost of creating low-quality and illegal content. In addition, the platform found that some institutions instructed their talents to publish a large number of low-quality videos in order to earn commissions. To this end, the platform has formulated institutional quality grading standards and carried out inspections to urge illegal institutions to improve the quality of their content. At present, a total of 539 institutions have been warned to make rectifications, and 123 have actually been cleared.

(Criteria for “low-quality content”)

The announcement showed that the content quality of short videos for life services improved significantly in the first half of the year, with the low-quality rate of short videos falling by 38% and the low-quality rate of live broadcasts and recorded broadcasts falling by 95%.

In terms of false propaganda governance, the platform has launched special governance actions for key categories such as buffets, performances and tours that are prone to false propaganda feedback from users, and has suppressed traffic for false and exaggerated content. In the first half of the year, a total of more than 600,000 pieces of false content were dealt with, and more than 4,000 creators who violated the rules were dealt with.

At the same time, the platform has also optimized the talent ranking system and list selection logic, and improved the ranking and ranking probability of high-quality content creators by eliminating low-quality content GMV data. For talents who frequently violate regulations and publish low-quality content, the platform will use multiple forms such as in-site letters and outbound calls to reach them to enhance their compliance awareness. The announcement shows that the platform reached nearly 100,000 talents through outbound calls in the first half of the year, pre-guaranteeing the authenticity and credibility of the promotional content.

Special services optimize consumers' in-store experience

Douyin Life Service has launched a number of special service guarantees, advocating merchants to improve service quality and standards and optimize consumers' in-store experience. According to the announcement, in the first half of the year, the platform launched services such as "redo if dissatisfied" and "no active sales" in comprehensive industries such as nail and hairdressing, and set exclusive labels for high-quality merchants. The "no hidden consumption" service covers beauty and vacation tourism products, ensuring that consumers will not encounter hidden consumption problems during the consumption process. The "check-in guarantee" service effectively solves the embarrassing problem of consumers not having rooms when they arrive at the store, and improves the check-in experience.

（Featured Service Label）

After these new services were launched, they have provided advance payment services to more than 610,000 people. In terms of holiday travel products, the four featured services of safe travel, food safety insurance, entertainment insurance and beauty insurance have provided nearly 8 million yuan of insurance to more than 31.27 million people.

In order to improve the user experience of handling after-sales issues, Douyin Life Service has also launched a merchant-independent refund tool, and has successively launched a series of services such as ultra-fast refunds, out-of-stock replacements, and out-of-stock coupons. According to the announcement, more than 80,000 merchants have used this tool to help users complete online refunds, greatly improving the efficiency of refunds. At the same time, the platform has also launched an ultra-fast refund service, which has compressed the refund time from hours to seconds, and the after-sales satisfaction has also increased by 25%. In addition, in response to the situation where consumers encounter out-of-stock situations after arriving at the store, the platform has launched a "out-of-stock coupon" service in conjunction with more than 100 merchants, providing users with compensation measures such as out-of-stock compensation coupons to enhance the consumer experience.

(Merchants have launched the "out of stock coupon" function)

In the first half of the year, these intelligent customer service upgrades have helped more than 700,000 users deal with after-sales issues. Since the launch of the tool, user after-sales satisfaction has increased by 13%. The platform plans to further expand the scope of merchants and users covered in the second half of the year, and launch services such as one-click replacement of out-of-stock products to continuously improve consumers' in-store experience.

Consumer rights protection is further upgraded

The announcement shows that in the first half of the year, Douyin Life Service Platform received requests from more than 3.61 million users, and the number of consumer services received increased by 141%. In order to better handle user needs, the platform classified and sorted out user expectations and typical scenarios based on the characteristics of different industries. At the same time, the service standards were further split and refined to adapt to the characteristics of different industries. Overall user satisfaction increased by 22% in the first half of the year.

In order to further enhance the user experience, the platform has launched a service guarantee mechanism called "10-minute solution for no room available at the store". When merchants are unable to provide accommodation or increase the price, the platform will provide exclusive service channels and teams. If consumers encounter obstacles to check-in when they arrive at the store, the platform can intervene quickly and guarantee to provide a solution within 10 minutes.

At the same time, Douyin Life Service has increased its investment in compensation for special services and improved its refund and dispute resolution capabilities. The platform has established a special fund for consumer rights protection. When users encounter force majeure scenarios or when the judgment time is long, it will pay compensation before the merchant to ensure that the user's problems are solved quickly first and take the initiative to assume the responsibility of the bottom line. According to the announcement, in the first half of the year, the compensation amount of the consumer rights protection special fund increased by 2.86 times compared with the same period in 2023.

In the second half of the year, Douyin Life Service will continue to optimize consumer experience, upgrade special services, expand the scope of coverage of merchants and users, and create a more secure consumption environment for consumers.