[direct reporting network Beijing on August 4 News (China Business News) according to the China Internet Network Information Center (CNNIC) the 2015 Chinese Online Shopping Market Research Report "shows that, in 2015 China's social network shopping user scale for 1.45 billion, an increase of 19%, social network shopping in online shopping users use rate increased from 33.8% to 35.2%; online shopping user annual per capita social network shopping amount 2134 yuan, an increase of 75.5%, 7.2 times the annual per capita social shopping trips, an increase of 20%.

With the popularity of micro channel, micro channel shopping sudden appearance of a new force, the rapid development of micro stores and other social network of shops also arises at the historic moment, people enjoy the convenience, shopping habits is gradually changing. However, behind the popular WeChat shopping, but there is a license to operate, business behavior is difficult to control, consumers are difficult to rights and a series of hidden dangers.

First, the transaction risk

Driven by the industry's high profit and low cost and other factors, some of the operators turned to WeChat marketing, which is a large part of the commercial quality of the goods sold. Because of the operators in the micro channel not completely realize the real name authentication, caused by information asymmetry between buyers and sellers, once the occurrence of consumer disputes, consumers it is difficult to find operators adults. In addition, some businesses set up phishing sites to cheat consumers money, increase the risk of trading risks.

Two, frequent false propaganda

Most of the goods sold on WeChat's display is simple, the lack of necessary commodity parameters, which are interfering with the normal choice of consumers, making them difficult to effectively identify the authenticity of goods. Some consumers are taking advantage of "micro letter cooked" and because of the sensibilities of the psychological, to sell fakes in the WeChat circle of friends.

Three, the lack of detailed provisions

In recent years, the network transaction management approach, network trading platform operators to fulfill the social responsibility and other laws and regulations have been introduced, but the lack of specialized, refined supporting WeChat shopping regulations. WeChat marketing is different from the general network transactions, it is difficult to directly apply the above provisions, the regulatory authorities to investigate and deal with the lack of strong legal support for illegal business practices.

Four, supervision is not

WeChat shopping as a new way of online shopping, there are various problems in the course of operation. Especially in the WeChat shopping regulation, the current has not yet established an effective regulatory mechanism. At the same time, WeChat platform to strengthen internal regulation also exist deficiencies, WeChat shopping is difficult to supervise.