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How should one deal with malicious negative reviews when encountering them in Douyin group buying?

How should one deal with malicious negative reviews when encountering them in Douyin group buying?

Help Center2025-03-25

In the operation process of Douyin group buying, malicious negative reviews are thorny issues that merchants may encounter. These malicious negative reviews not only damage the reputation of the store but also may affect the purchasing decisions of potential customers, thus having a negative impact on the store's traffic and sales performance. So, how should Douyin group buying merchants properly handle it when they encounter malicious negative reviews?

I. Calm Judgment and Evidence Collection
Maintain Calmness and Rationality: When receiving a malicious negative review, a merchant's first reaction may be anger or grievance. However, it is essential to stay calm at this time. An emotional response not only fails to solve the problem but may also further intensify the conflict and bring more negative impacts to the store. For example, after a dessert shop received a malicious negative review, the shop owner had a fierce argument with the person in the comment section. This behavior was seen by other users, resulting in damage to the store's image and deterring potential customers.

Judge the Nature of the Negative Review: Carefully analyze the content of the negative review, and combine the user's past review records and purchasing behavior to determine whether it is a malicious negative review. If the content of the negative review has no factual basis, the words are extreme, and the user has a record of frequently giving negative reviews to other merchants, then it is very likely to be a malicious negative review. For instance, when a user gave a negative review to a beauty salon, claiming that their skin was severely allergic after using the products, but they could not provide any medical certificates or photos of the allergy, and the user also had similar unwarranted negative reviews for other beauty salons. In this case, it is highly probable that it is a malicious act.

Collect Solid Evidence: Once it is determined that it is a malicious negative review, the merchant should quickly collect relevant evidence. This includes screenshots of the content of the negative review, retaining the original text of the negative review in its entirety to clearly show the specific manifestations of malice; chat records with the user, checking whether the user deliberately made things difficult or put forward unreasonable demands during the chat; and the user's purchasing behavior records, such as the purchase time and whether there are abnormal behaviors like frequent returns and exchanges. For example, a clothing store, by checking the chat records, found that the user kept asking for a significant price reduction on various pretexts before the purchase. After being refused, the user gave a negative review. These chat records can serve as solid evidence.

II. Platform Appeal Process
Familiarize with the Appeal Entrance and Rules: Merchants should be clear about the appeal entrance and appeal rules of the Douyin group buying platform. Generally, the appeal option can be found in the uation management section of the Douyin merchant background. Understand the platform's identification standards for malicious negative reviews and the materials required for the appeal, and prepare according to the requirements to increase the success rate of the appeal. Different types of malicious negative reviews, such as malicious slander by competitors and extortion by users, have different corresponding appeal methods and key points, and merchants need to accurately grasp them.

Elaborate in Detail and Submit Evidence: When appealing, elaborate in detail on the malicious nature of the negative review, and use concise and clear language to explain the parts where the negative review does not conform to the facts. At the same time, upload the previously collected evidence one by one, such as screenshots and chat records, to ensure the authenticity and integrity of the evidence. For example, when a restaurant appealed, it uploaded the screenshots of the user's malicious negative review content, the screenshots of the user's malicious negative review records in other restaurants, and the complete chat records with the user, clearly showing the situation of the malicious negative review, and finally the appeal was successful.

Wait Patiently for the Review Result: After submitting the appeal, the merchant needs to wait patiently for the review of the Douyin platform. The platform will verify and handle it according to the evidence provided by the merchant and the relevant rules. During this period, the merchant should not urge frequently to avoid affecting the review progress. If the review is successful, the platform may delete the malicious negative review and take measures such as warning and restriction against the malicious user; if the review fails, the merchant can supplement the evidence and appeal again according to the reasons feedback by the platform.

III. Communication and Resolution with Users
Take the Initiative to Contact and Communicate: Even if it is judged to be a malicious negative review, the merchant can try to take the initiative to contact the user. Ask the user the reason for the negative review in a calm and friendly manner and express the sincerity to solve the problem. Sometimes, there may be a misunderstanding, and through communication, the conflict can be resolved, and the user may take the initiative to delete the negative review. For example, after a homestay merchant received a negative review, it took the initiative to contact the user and learned that the user was dissatisfied with the room orientation, not deliberately giving a malicious negative review. The merchant explained the room layout to the user and offered a discount for the next stay. Eventually, the user deleted the negative review and gave a positive review.|

Negotiate a Solution: During the communication, the merchant can negotiate a solution with the user according to the actual situation. If it is some minor issues that caused the user's dissatisfaction, such as insufficient service, the merchant can provide coupons, gifts, etc. as compensation; if there are indeed certain flaws in the product or service, the merchant should have the courage to admit it and propose improvement measures to win the user's understanding. For example, after communicating with the user, a hair salon learned that the user was not satisfied with the haircut effect. The merchant redesigned the hairstyle for the user and gave hair care products as a gift. The user was satisfied with the handling result and deleted the negative review.

IV. Measures to Prevent Malicious Negative Reviews
Improve the Quality of Goods and Services: Reducing the generation of negative reviews from the source is the key to preventing malicious negative reviews. Merchants should strictly control the quality of goods to ensure that they are consistent with the description in the group buying; provide high-quality services, including warm reception, patient answers, and timely handling of after-sales issues. For example, a gym regularly maintains fitness equipment, provides professional coach guidance, and offers a good venue environment, which greatly improves user satisfaction and reduces the probability of malicious negative reviews.

Improve Store Information and Rule Explanation: On the group buying page, describe the content, specifications, usage rules, and other information of the goods or services in detail and accurately to avoid user dissatisfaction due to misunderstandings. At the same time, clarify important rules such as the return and exchange policy and service hours to let users fully understand before purchasing. For example, a hotel clearly states the room facilities, breakfast supply time, check-out time, and other information on the group buying page, reducing disputes and negative reviews caused by unclear information.

Establish a Customer Feedback Mechanism: Take the initiative to collect user feedback, and promptly understand user needs and dissatisfaction. After the user's consumption, merchants can invite users to uate through text messages, private messages, etc. For the problems and suggestions put forward by users, they should be taken seriously and improved in a timely manner. For example, after a customer dines in a restaurant, the restaurant invites the user to uate via text message and improves the taste of the dishes according to the user's suggestions. This not only improves the quality of the dishes but also increases user favorability and reduces the occurrence of malicious negative reviews.
Pay Attention to Abnormal User Behaviors: Be vigilant against some users with abnormal behaviors, such as frequently applying for refunds, maliciously bargaining, and threatening to demand compensation with negative reviews. For such users, merchants can handle transactions cautiously while complying with platform rules, and refuse transactions when necessary to avoid suffering from malicious negative reviews. For example, after an e-commerce store found that a user had a record of frequent malicious refunds, when the user placed an order again, the store communicated and confirmed with the user in advance and refused unreasonable requests, successfully avoiding possible malicious negative reviews.

When facing malicious negative reviews, Douyin group buying merchants should respond calmly. Through reasonable appeals, active communication, and effective preventive measures, they can maintain the store's good image and reputation and ensure the smooth development of the group buying business.

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How should one deal with malicious negative reviews when encountering them in Douyin group buying?