The Conspiracy Behind Malicious Reviews: The Madness of "Water Army" Gangs on E-commerce Platforms

The Conspiracy Behind Malicious Reviews: The Madness of "Water Army" Gangs on E-commerce PlatformsIntroduction:In the fiercely competitive e-commerce market, malicious reviews are like sharp knives, capable of undermining a merchant's reputation and even destroying their business foundation. In recent years, online "water armies" have frequently used malicious reviews to engage in extortion, commercial defamation, and other criminal activities

The Conspiracy Behind Malicious Reviews: The Madness of "Water Army" Gangs on E-commerce Platforms

Introduction:

In the fiercely competitive e-commerce market, malicious reviews are like sharp knives, capable of undermining a merchant's reputation and even destroying their business foundation. In recent years, online "water armies" have frequently used malicious reviews to engage in extortion, commercial defamation, and other criminal activities. These actions severely disrupt online consumer order and cause significant financial losses and mental distress for merchants. This article will use the case of a malicious review case cracked by the police in Shangyu, Shaoxing, Zhejiang Province, as an example to reveal the operating model of online "water army" gangs, how they use malicious reviews for revenge, and to sound the alarm for the healthy development of e-commerce platforms.

I. Devastating Review Bombing: The Tragic Experience of an E-commerce Seller

Song Changqing, the owner of an umbrella factory in Shangyu District, Shaoxing City, Zhejiang Province, operated an online store on an e-commerce platform. In April 2023, he noticed a sudden surge in sales of an automatic umbrella, with over 300 sold within a few hours. Initially believing he had stumbled upon a "traffic bonus," he never imagined it was the beginning of a nightmare.

The next day, his orders were flooded with refund requests, and a barrage of negative reviews swept across his shop. These reviews claimed that the product was "misrepresented," asserting that instead of the advertised automatic umbrella, they had received rusty old-fashioned umbrellas. Song Changqing was confused and perplexed, carefully checking his warehouse and finding no anomalies.

However, this was just the beginning. Over the next two months, Song Changqing's shop faced three consecutive "devastating" review bombing attacks. Each assault caught him off guard, causing his store's sales to plummet and his revenue to shrink significantly.

It's like I've been wronged but can't speak up, stated Song Changqing helplessly. In an attempt to climb back to the top of the category, he resorted to discounted sales, using the lowest prices to earn positive reviews from genuine buyers.

II. The Truth Behind Malicious Reviews: Revenge of the E-commerce "Water Army" Gangs

In a desperate attempt to uncover the truth, Song Changqing reported the crime to the police. After investigation, the Shangyu police discovered that this case differed from traditional malicious review cases. It wasn't a personal act but a planned, organized crime orchestrated by an "online water army" gang.

Through multi-dimensional investigations of financial flows, information flows, and network flows, the police identified an e-commerce company located in Wenzhou (hereinafter referred to as "Wenzhou Company"). This company boasted thousands of employees, operated its own stores, collaborated with multiple factories, and had been enjoying solid business.

Initially, the police presumed that the company had a mutually beneficial partnership with Song Changqing's umbrella factory, finding no reason for malicious attacks. However, as the investigation deepened, a startling truth gradually emerged.

It turned out that Song Changqing's umbrella factory had previously hired an operations staff member named Liu Dongdong. Liu Dongdong had previously left Wenzhou Company, bringing resources, connections, and experience, transforming Song Changqing's automatic umbrella into a "hit product" and achieving the top spot in the umbrella category.

Chen, the "second-in-command" at Wenzhou Company, noticed that their products, previously ranked first, were being pushed down the rankings, replaced by products managed by former employees. In a fit of rage, Chen discussed with the boss, deciding to "hunt down" these products that were now ranked first.

They issued instructions in the company group chat: "Everyone, list down those who have left the company and are now operating the same products outside. For every such merchant we find, we bring them down, and after that, we will take the top spot again."

"Find one, destroy one, no matter what means are used."

III. Hiring "Brushers" for Malicious Revenge: Operating Model of Online "Water Army"

Wenzhou Company hired "brushers" at a price of around 8 yuan per order, specifically targeting employees who had left the company and continued to manage product operations, as well as merchants who had achieved the top spot on other e-commerce platforms.

These "brushers" would act upon instructions, leaving a large number of malicious reviews on product pages, even going as far as purchasing products and immediately requesting refunds, causing financial losses for merchants.

Police investigation revealed that the gang had accumulated over 10,000 malicious reviews against over 100 merchants, not only significantly harming the merchants' financial interests but also seriously disrupting online consumer order.

IV. From "Personal Grudge" to "Commercial Crime": The Harm of Malicious Reviews

This case exposes the "personal grudge" behind malicious reviews on e-commerce platforms and reveals the operating model of online "water army" gangs, as well as the significant harm caused by malicious reviews.

1. Harm to Merchant Interests:

Malicious reviews can lead to a decline in a merchant's store reputation, reduced sales, and even platform bans. Merchants not only suffer financial losses but also face mental stress, possibly even leading to business closure.

2. Disruption of Market Order:

The malicious attacks of online "water armies" damage the consumer shopping experience, exacerbate a vicious cycle of market competition, and hinder the healthy development of e-commerce platforms.

3. Challenging Legal Boundaries:

Malicious review brushing, malicious refund requests, and other actions already violate the law, potentially constituting crimes like disrupting production and business operations, extortion, and more.

V. Be Wary of Online "Water Armies": Protecting the Healthy Development of E-commerce Platforms

To prevent the recurrence of malicious review incidents and maintain the healthy development of e-commerce platforms, regulations need to be strengthened in the following aspects:

1. Platform Strengthening of Supervision:

E-commerce platforms need to improve their review systems, strengthen the identification and handling of malicious reviews, and establish mechanisms to combat "brushers."

2. Strengthening Law Enforcement:

Public security organs should intensify efforts to combat online "water armies," strictly punish individuals and gangs involved in criminal activities, and deter criminals.

3. Merchants Improving Prevention Awareness:

Merchants should enhance their awareness of malicious review prevention, strengthen their store operations management, and promptly identify and address malicious attacks.

4. Consumers Enhancing Discernment:

Consumers need to improve their discernment when shopping, avoiding being misled by malicious reviews, referring to multiple sources of information, and making rational consumption decisions.

Conclusion:

Malicious review issues are a complex social phenomenon requiring joint efforts from government, platforms, and merchants to effectively address. Only by strengthening supervision, combating crime, and raising prevention awareness can we purify the e-commerce environment and promote the healthy development of the e-commerce industry.

Furthermore, this article can further explore the following topics:

• The profit chain behind malicious reviews: From "brushers" to the puppet masters, how do they benefit?

• The organizational structure and operating model of online "water army" gangs: How are "brushers" recruited and controlled?

• How can existing laws and regulations be made more effective in combating online "water army" crimes?

• How can e-commerce platforms more effectively identify and handle malicious reviews?

• How can merchants more effectively respond to malicious review attacks?

• How can consumers more effectively identify malicious reviews?

Through in-depth discussions on these topics, we can gain a more comprehensive understanding of the malicious review phenomenon and propose more targeted solutions, ultimately promoting the healthy development of e-commerce platforms.

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