Douyin Life Services 2024 Consumer Rights Protection Annual Report: Building a Secure and Convenient Consumption Ecosystem

Douyin Life Services 2024 Consumer Rights Protection Annual Report: Building a Secure and Convenient Consumption EcosystemOn February 27, 2024, Douyin Life Services held its "Service Experience and Governance Open Day" event, releasing the "2024 Douyin Life Services Consumer Rights Protection Annual Report." This report comprehensively outlines the platform's key initiatives and significant achievements in consumer rights protection and service experience enhancement

Douyin Life Services 2024 Consumer Rights Protection Annual Report: Building a Secure and Convenient Consumption Ecosystem

On February 27, 2024, Douyin Life Services held its "Service Experience and Governance Open Day" event, releasing the "2024 Douyin Life Services Consumer Rights Protection Annual Report." This report comprehensively outlines the platform's key initiatives and significant achievements in consumer rights protection and service experience enhancement. The report highlights Douyin Life Services' significant shift in 2024 from a "platform perspective" to a "consumer perspective," prioritizing user satisfaction and achieving remarkable results. The platform actively builds a healthy life services content ecosystem, continuously optimizes the on-site consumer experience, improves service standards and capabilities, and is committed to creating a secure and convenient consumption environment.

I. Building a Healthy Life Services Content Ecosystem

Luo Yongxiang, Head of Content Ecosystem and Experience at Douyin Life Services, introduced at the event that by the end of 2024, the platform had over 6.1 million operating stores and 3.2 million active merchants, with order volume increasing by 69% year-on-year. Facing rapid business growth, the platform actively shifted its content governance approach from single-target negative governance to a multi-objective model that considers the experience of merchants, key opinion leaders (KOLs), and the platform ecosystem as a whole, building a healthy and vibrant content ecosystem.

In terms of content control, the platform conducted special campaigns targeting violations such as illegal medical and beauty advertising, low-price travel scams, and suggestive content bordering on pornography. It resolutely cracked down on behaviors that exploited platform loopholes, misled consumers, and damaged the content ecosystem. Specific measures include:

• Enhanced identification of prohibited words in medical beauty livestreams: Over 23,000 violating livestreams and over 15,000 violating accounts were dealt with.

• Dynamic adjustment of product price standards to combat low-price travel scams: 2,565 "low-price travel" livestreams were dealt with, along with 1,073 violating merchants and KOLs. Simultaneously, the platform cracked down on illegal individual solicitations for tourism, dealing with over 130,000 videos and 22,000 livestreams, reducing the video violation rate by 20%.

• Establishment of a Untrustworthy Content Governance Project: A special campaign was launched targeting key categories prone to false advertising feedback, such as buffets, performances, and tours. This resulted in the removal of over 740,000 false videos, closure of 450,000 violating livestreams, and the handling of 420,000 violating creators, leading to a 30% decrease in industry violation rates.

• Upgrade of the creator credit system: Through mechanisms such as "testing instead of punishment," the repeat violation rate of creators decreased by 41%.

• Publication of the "Douyin Life Services Low-Quality Content Evaluation Guidelines": This document clearly defines four key content quality issues: plagiarism, low-quality creation, inferior content, and poor user experience. Through traffic control, KOL security deposit systems, and joint liability for violating organizations, the low-quality video rate decreased by 38%, and the low-quality livestream recording rate decreased by 95%.

• Optimization of the KOL ranking system and ranking selection logic: The ranking rate of high-quality creators increased by 63%.

• Strengthened creator training: Six content training exchange meetings were held, learning materials were produced, and educational efforts were strengthened, reaching over 100,000 creators.

• Enhanced KOL compliance awareness: For KOLs with frequent violations, the platform enhanced their compliance awareness through in-app messages and phone calls, improving the authenticity and credibility of content from the source, leading to a 2.1-fold increase in high-quality content output.

In 2024, the scale of life services content increased significantly, with livestream broadcasts and short video submissions increasing by 94% and 78% year-on-year, respectively. These figures fully demonstrate the tremendous efforts and significant achievements of the Douyin Life Services platform in maintaining a healthy content ecosystem.

II. Further Upgrade of Consumer Rights Protection

Wang Wenyuan, Head of Service Operations at Douyin Life Services, stated that the platform handled a 102% increase in consumer service requests in 2024. To better handle user needs, the platform upgraded its service resolution rate indicator to a service satisfaction indicator. It also built a predictive model based on user behavior and complaint analysis, classifying user expectations and typical call scenarios according to different industry characteristics, and refining service standards. At the same time, it actively implemented proactive services, resulting in an overall 29% increase in user service satisfaction.

Specific measures include:

• Upgrade of the Consumer Rights Protection Special Fund: The Consumer Rights Protection Special Fund, established in 2023, was further upgraded in 2024, with payouts increasing by 140% year-on-year. A new empathetic scenario special refund fund was also established, cumulatively serving over 1.72 million users. This fund provides advance compensation when users encounter force majeure events or lengthy dispute resolution times, and provides additional coupon subsidies based on the situation after the issue is resolved.

• Optimization of customer support channels and extensive proactive service initiatives: For common user issues such as "multi-session card refund losses," "performance ticket rush," and "peak-hour cleaning and care services," proactive service strategies including advance reminders and in-process intervention were launched. Expert groups and emergency intervention groups were established to rapidly respond to complex or urgent issues. Currently, these proactive service measures cover over 3 million users, reducing the relevant scenario service request rate by 12.9%.

• Provision of guaranteed services for specific scenarios: For situations where hotels cannot provide rooms as booked due to merchant reasons, the platform provides consumers with free room upgrades or compensates for up to three times the first night's room rate. This has covered 89,000 merchants and provided protection services to over 2,000 consumers. For situations where restaurants or general merchants are closed, resulting in consumers making wasted trips, the platform coordinates alternative stores for consumption and supports compensation for up to the order amount. This has currently provided service to 44,000 consumers.

• Launch of the "Dual-Mode Interaction System": To improve the efficiency of resolving merchant issues, the platform launched the "Dual-Mode Interaction System," supporting simultaneous real-time voice and text interaction. This solves pain points for merchants such as inefficient data transfer and service notifications. Over the past year, merchant issue resolution efficiency has improved by 20%.

III. Featured Services and Intelligent Merchant Tools Optimize Consumption Experience

While strengthening consumer rights protection, Douyin Life Services also focused on developing featured services and applying intelligent tools to comprehensively optimize the consumption experience.

Yang Yi, Head of Catering Industry Experience at Douyin Life Services, introduced the platform's "Peace of Mind" series of featured services. These services establish industry service standards covering multiple sectors, including catering, accommodation, tourism, and beauty, encouraging merchants to improve service quality, creating a secure consumption environment for consumers, and supporting merchant business growth. The platform strictly selects high-quality merchants and grants them a "Peace of Mind" label. Strictly monitored, merchants failing to uphold their commitments will face serious penalties according to the platform's rules.

Specific featured services include:

• "Peace of Mind Travel": Covering eight rights, including mandatory purchase compensation and no hidden consumption, this serves as a basic service guarantee for the platform, covering over 2,400 travel agencies and providing rights protection to over 930,000 consumers.

• "Peace of Mind Beauty": Provides consumer rights protection in the beauty industry from various dimensions.

• "Peace of Mind Dining": Protects consumer rights in the catering industry.

These new services have cumulatively served over 38.86 million users.

Simultaneously, to further improve the efficiency and experience of handling consumer after-sales issues, the platform has launched several intelligent merchant tools:

• Merchant Self-Service Refund Tool: Has assisted over 180,000 merchants in helping 2.3 million users achieve fast online refunds.

• Lightning-Fast Refund Service: Reduced refund time from hours to seconds, providing a positive refund experience for over 32.58 million consumers.

• "Out-of-Stock Coupon" Service: For out-of-stock situations, the platform has partnered with merchants to launch the "Out-of-Stock Coupon" service. Over 2,090 merchants have used this function, issuing over 330,000 compensation coupons.

• Compensation Scheme for Long Queues and Difficult Reservations at Restaurants: Currently, over 700 restaurants have joined.

• Online Ordering and In-Store Pickup Feature: Currently, 55 branded merchants have joined.

IV. Expert Opinions and Future Outlook

At the event, experts and scholars, along with media representatives, discussed how Douyin Life Services platform governance can better protect consumer rights in the current context

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