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Online reviews are incredibly powerful, and online reputation management is an integral digital marketing strategy for most businesses. According to recent statistics:
Additionally, review scams exist that attempt to game the system. For example, brushing schemes attempt to illicit real reviews. Likely used in the "Chinese Seed" incident, merchants send lightweight and trivial products to customers to generate "real" reviews. In this example, a Chinese merchant likely sent thousands of low-costs packages containing seeds to many potential consumers. The effort aims at some of those folks providing good reviews about the merchant (on Amazon or Google). As we all know, with more reviews, they can sell more expensive (and profitable) products. The seeds were thought to be malicious and attempt to invite invasive specious into America, so the plan backfired. The Wall Street Journal describes the prevalence of this scam in China and its own ecosystem of vendors (that receive their own reviews!).
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One of the affected brands is Mpow, a seller of wireless headphones and other consumer electronics. The brand is owned by Shenzhen Qianhai Patuoxun Network & Technology Co. Ltd., a former subsidiary of Shenzhen-listed Global Top E-Commerce Co. Ltd. (002640.SZ) whose shares were partly sold to Xiaomi and ByteDance during a 2 billion yuan ($311 million) transaction in March.
The purge has extended to Aukey Technology Co. Ltd.'s Aukey and Tacklife brands, Shenzhen Youkeshu Technology Co. Ltd.'s Outad marque and Shenzhen Tongtuo Technology Co. Ltd.'s Tomtop label. The latter company is owned by Shanghai-listed Yiwu Huading Nylon Co. Ltd. (601113.SH).