Douyin: 2022 Douyin e-commerce platform governance annual report platform punished more than 32.8 million illegal and low-quality short videos

I’m afraid many people have already bought things on Douyin?

The shared bike, display window, Douyin coin, same model as the anchor... Similar keywords can often be heard in live broadcast rooms or short videos.

Ma Lei, the person in charge of Douyin's e-commerce content governance, disclosed that last year, the platform added an average of more than 340,000 e-commerce authors, more than 200 million trailer short videos, and more than 9 million e-commerce live broadcasts per month. He mentioned that good content can drive two-way growth in word-of-mouth and business, and " authenticity is the best way to bring goods ". According to the "2022 Douyin E-commerce Platform Governance Annual Report" (hereinafter referred to as the "Annual Report"), the platform punished more than 32.8 million illegal and low-quality short videos and more than 15 million illegal and low-quality live broadcasts. The overall content ecology has improved significantly, with consumer favorability increasing by 16.5% and the complaint rate decreasing by 22%.

Chen Yunfei, the person in charge of Douyin's e-commerce product management, said that the platform adopts a "zero tolerance" attitude towards bottom-line issues such as "three noes", "poor quality" and "false propaganda". The platform has invested more than 100 million yuan in special funds for random inspections and has randomly inspected more than 60,000 items in total.

In addition, the platform also actively cooperated with law enforcement agencies to crack down on gangs that produce and sell inferior goods, and cleared out more than 20,000 illegal businesses.

According to the annual report, Douyin e-commerce sold nearly 23.9 billion items in 2022, intercepted more than 84,000 high-risk new merchants throughout the year, cleared out 280,000 unqualified selected alliance merchants, intercepted more than 950,000 illegal product releases, and banned more than 3 million risky products.

As of the end of last year, user satisfaction with product value increased by 16%.

Wen Wei, the person in charge of Douyin e-commerce consumer experience, said that user experience is the core driving force of business development. In terms of logistics experience, the platform's overall delivery speed increased by 6.1%, the number of orders shipped within 48 hours increased by more than 10%, and the overall delivery time was shortened by more than 4 hours. Consumer satisfaction with the return and exchange experience increased by 6.7%.

According to the annual report, 70% of the platform's after-sales orders can enjoy "fast returns" and freight guarantees. Among them, more than 94% of after-sales orders before delivery can enjoy "fast returns". In terms of delivery experience, the platform has adopted a number of measures to encourage merchants to sell spot goods, and at the same time raised the entry threshold of pre-sale tools, shortening the pre-sale delivery cycle of all categories from a maximum of 45 days to 15 days.

Zikuai Technology