TUV Rheinland: Uncover the secrets behind 1-star reviews

Manufacturers who have done overseas cross-border e-commerce know that consumers are always picky. After a new product is launched on the e-commerce platform, there are always various complaints, which may affect The buying desires of other consumers are less annoying. However, Yang Jiajie, vice president of electrical and electronic services of TÜV Rheinland (hereinafter referred to as TÜV Rheinland) in Greater China, told reporters in an interview with "CEConline" that they are very grateful to these consumers who are willing to share, it is with their With this help, companies can continuously improve the design and function of their products.

Explore the gold mine behind the complaints

After a few months of selling an Apple mobile phone charging cable, the performance was not satisfactory. After analyzing the big data, experts found that many users complained The connection between the centralized cable and the USB connector is prone to damage or even breakage of the outer skin. The analysis report and revision suggestions were submitted to the manufacturer. After industrial design reinforcement, the sales of this product increased significantly, and there were no similar complaints about product quality and safety.

This is a successful case of TÜV Rheinland helping manufacturers improve product quality by analyzing user feedback on Amazon's e-commerce platform. On the Amazon website, users are more willing to share their personal opinions and suggestions in detail. The reviews of various products range from 1 star to 5 stars. The more stars, the higher the satisfaction. TÜV Rheinland conducts an inductive analysis of the massive "1-star reviews" that users are dissatisfied with through big data, according to the client's request, finds genuine and valuable responses from a professional perspective, analyzes the risks behind it through experts, removes the false and preserves the true The implied product improvement direction is submitted to the manufacturer to help it iteratively innovate the product. Test to see if the risk of improving the product still exists, and then collect and analyze its evaluation again after 3 months.

"B2B and B2C businesses are still very different." Yang Jiajie pointed out that large foreign buyers have corresponding requirements for suppliers. Many of their designs look ordinary, but they have been repeatedly tested and certified. As a result, electronic products are iteratively updated now, and there is not enough time to repeatedly test and verify products. Through cross-border e-commerce platforms, it is a good way to improve products through consumer use and feedback. TÜV Rheinland Shenzhen was established in 1995 and now has nearly 500 people and has 12 major testing centers. It has witnessed that Chinese manufacturing companies have just started, but they have no knowledge of various rules and access systems in overseas markets. Institutional support and response speed have put forward higher requirements.

The risks behind new cool products

It is human nature to like the new and dislike the old. In the past two years, new consumer goods have been favored by the market, such as twisting cars, smart wearables, VR glasses, drones, There are also various innovative products such as smart home appliances and lighting. However, just because the market is extremely hot, all kinds of manufacturing enterprises, regardless of their production capacity, quality control, and supply chain management level, are scrambling to launch new cool products, wanting to get a share of it, and through cross-border e-commerce platforms The rapid entry into Europe and the United States has caused the whole market to be mixed, with good and bad mixed. Once an accident or problem occurs, it can be devastating to an entire product line or even an industry. The twisting car incident at the end of last year highlighted the huge risk of new cool products "bad money drives out good money".

While many media are chasing its new cool, they have not reminded consumers of the risks behind the new products. "A considerable proportion of the 1-star complaints of drone products are that their drones have run out of control and flew away. Therefore, many new products are now trying to add automatic return-to-home functions, automatic obstacle avoidance functions, etc." At the CEConline Outsmarting Future Forum, Yang Jiajie, who owns two drones, is very concerned about the risks behind these new products as a drone enthusiast. He pointed out that drones still have imperfect flight safety protection and propellers. Potential issues such as possible injury, no-fly zone control, privacy protection, and lack of liability insurance systems.

In the speech, Yang Jiajie also analyzed the existence of smart wearable devices due to poor materials, which can lead to human allergies, poor applicability, inaccurate data, interference with implantable devices, short battery standby time and even some problems. risks such as quality problems. With the development of science and technology, the distance between electronic devices and the human body is getting closer and closer. What kind of risks are there to the human body? These are also issues that need to be considered when designing wearable devices.

Virtual reality devices such as VR glasses still have the risks of low definition and poor picture quality; inconvenient interaction and poor control accuracy; dizziness, nausea, and physical discomfort after viewing.
"Risks will always exist. After passing these targeted tests and certifications, we can prove that the risks of this product are controllable." Yang Jiajie said that as a third-party testing agency, TÜV Rheinland helps produce The manufacturers of these new cool products check the safety and applicability of the product and provide services such as material testing, battery testing, software compatibility and information security assessment.

A "Shortcut" to Win the Trust of Overseas Consumers

"People can't stand without trust", and the same is true for companies. With the in-depth development of B2C cross-border, a large number of manufacturing enterprises in China hope to directly sell their own brand products and services overseas through cross-border e-commerce platforms, bypassing the middle layer of overweight. For Chinese manufacturers, the biggest problem is that because the new brand is not well known, it is difficult to form differentiation, to highlight product quality, and to gain buyer trust. How can we quickly dispel the doubts of users, highlight the integrity of the enterprise, build the enterprise brand, and win the trust of consumers? As the world's leading technology service provider, TÜV Rheinland jointly solves the problem of deep trust between consumers and buyers from the perspective of enterprise and product dimensions.

From the perspective of enterprise latitude, TÜV Rheinland combines online reports/videos with offline field audits through the O2O model, and has launched a brand-new "corporate identity" solution, which manages the Greater China Region. Chen Peng, deputy general manager of system services, told reporters that this certification is simple and fast: on-site audits and data collection of enterprises, regular tracking of business changes and timely announcements. After passing the audit, the company will receive a report and a 3-minute video, and the fee is within 10,000 yuan, which will help foreign trade companies solve the problem of basic trust when engaging in cross-border business. This approach effectively reduces investigation costs and solves problems such as information asymmetry and untimely updates. Just by scanning the globally unique QR code or entering the ID code, and logging in to the authentication platform (http://verified.chn.tuv.com), you can check the real information of the enterprise. From the perspective of product latitude, for industrial products, agricultural products and many other categories, TÜV Rheinland is the three major market related parties of enterprises, platforms and consumers, providing credit reporting, product process control, QR code traceability system, logistics tracking, and insurance claims. Including the "quality traceability" service. Through the QR code, you can see the pictures and videos of the whole process of real-time production and auditing of products, realizing instant, transparent and open supply chain, strengthening the effective supervision of information, reducing the "gray area" of certification audit business, helping Enterprises improve the trust and reputation of their products in the minds of consumers, and effectively enhance the competitiveness of their products. In addition, at the end of March this year, TÜV Rheinland and Oracle Technology Co., Ltd. and other institutions jointly established a cross-border e-commerce traceability alliance to jointly promote cross-border e-commerce integrity system services through the product traceability service model.

"Transparency generates trust, and trust generates value. The three words TÜV have a very high brand recognition in Germany. In the minds of consumers, it represents 'safety and quality'." Yang Jiajie pointed out, B2C cross-border e-commerce can not only help manufacturers directly understand user needs for product innovation, but also a good channel to quickly establish their own brands, but the premise is that the quality and safety of products must stand the test of consumers. Once the quality and safety go wrong, it will not only cause serious damage to the brand, but also may discredit "Made in China".

With the penetration of mobile Internet into people's daily life, the world store pattern of global procurement and global retail is taking shape. As more and more companies start to get involved in cross-border e-commerce, in a cross-border e-commerce ecosystem, TÜV Rheinland not only plays its unique role as a third party in the fields of certification, quality and safety assurance, but also cooperates with more and more Manufacturing enterprises integrate resources around cross-border e-commerce to achieve a win-win situation.