LCOUNCIL法总专访 | 老爸评测靖玮:电商企业法务团队的价值塑造

2024-03-14





本期嘉宾

   Guest



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吉旭东(花名:靖玮)

老爸评测


法务总监&爸气学苑负责人


8月23日,“LCOUNCIL第十一期名企走访——老爸评测:电商企业法务团队的价值塑造与角色定位”于杭州成功举办!近30位法总、合规板块负责人等优秀同行齐聚杭州老爸评测科技股份有限公司,与老爸评测法务总监&爸气学苑负责人吉旭东(花名:靖玮)先生,一同就电商企业法务团队的价值塑造与角色定位相关话题展开分享,与会同行满怀热情参与到分享互动与交流中。


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本期法总专访,LCOUNCIL 再次邀请到靖玮总,聚焦于电商企业法务与合规管理话题,带来干货分享。






法总专访

   Exclusive Interview



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Q1

随着消费者对产品质量的日益关注,测评行业逐渐崛起并快速发展。在这个过程中,您观察到哪些显著的行业趋势和特点?能否请分享一下您的见解?


向上滑动阅览

With consumers' growing concern over product quality, the assessment industry is emerging and growing rapidly. What are some of the notable industry trends and characteristics you have observed in this process? Could you please share your insights?


测评是个很新的行业。按照中消协给出的定义,“第三方测评”通常是指未取得国家检验检测资质、未经官方认证认可的组织或者个人,通过自身测评或引用对比专业检测结果、分析调研数据、表达主观使用感受等方式,对商品的质量、功能、设计、成分、服务、性价比等方面进行横向或纵向比较及评价。


中消协今年发布的调研报告显示,近八成消费者会在购物前观看“第三方测评”作品。但是由于行业发展的时间很短,一些第三方测评机构良莠不齐,问题多多,乱象丛生。比如存在测评标准类问题,大多是缺乏测评标准的主观性测评;消费者也会反映,通过观看“第三方测评”所购买的商品也出现过质量问题;还有涉嫌“虚假测评”类问题等等。


不科学、不客观、不公正可以说是许多问题产生的根源,这样的的测评不仅误导了消费者,还严重干扰了市场秩序,也败坏了第三方测评的生态环境。


从我们的视角来看,国内第三方测评之所以问题丛生,是因为无论做定性定量的比较实验,还是个人直观感受都属于广义的测评。人们通过商品试用或者购买体验,就可以发表参考和建议,既不需要资质、也没有标准,门槛极低。另一方面,对这些第三方测评的监督、制约、惩处等方面,相关的机制也不尽完善。


这么多年老爸评测一直坚持的原则是“无公正,不测评”。在老爸评测内部,坚持以检测为基本点、立足点,始终注重发声的科学性、严谨度。为了测评活动的公平性和公正性,我们坚守三条原则:一是消费品横向测评和科普不接受广告赞助、不写软文,保持评测中立;二是通过公开市场销售渠道购买样品,保证秩序正义;三是独立承担检测费用,委托资质齐全的第三方实验室检测,保证结果可靠。在我们看来,如果说客观、公正是第三方测评的灵魂,科学就是第三方测评的生命。


我国第三方测评行业起步晚,尚处于野蛮生长阶段,出现问题是难免的,但归根结底第三方测评能够蓬勃发展,是因为消费者有需要,市场有需要,社会也需要。


向上滑动阅览

Evaluation is a very new industry. According to the definition given by the Consumer Council, "third-party evaluation" usually refers to organisations or individuals who have not obtained national inspection and testing qualifications or official accreditation and recognition, and who, through their own evaluation or by quoting and comparing the results of professional tests, analysing and researching the data, and expressing their subjective feelings of using the products, make horizontal or vertical comparisons and evaluations of their products in terms of quality, functionality, design, composition, service and price/performance ratio, and so on, Cost-effective and other aspects of horizontal or vertical comparison and evaluation.


According to a research report released by the Consumer Council this year, nearly 80% of consumers will watch "third-party evaluation" works before shopping. However, due to the short period of development of the industry, some third-party evaluation organisations are of mixed standards, and are plagued with problems and chaos. For example, there are problems with evaluation standards, mostly subjective evaluations that lack evaluation standards; consumers also reflect that there have been quality problems with goods purchased through watching "third-party evaluations"; there are also problems with suspected "false evaluations" and so on.


Unscientific, non-objective and unfair can be said to be the root cause of many problems, such evaluation not only misleads consumers, but also seriously interferes with the market order, and also corrupts the ecological environment of third-party evaluation.


From our point of view, the reason why domestic third-party evaluation is full of problems is that no matter whether it is a qualitative and quantitative comparative experiment or a personal intuitive feeling, it belongs to the evaluation in the broad sense. People can express their references and suggestions through product trial or purchase experience, and neither qualification nor standard is required, so the threshold is extremely low. On the other hand, the mechanism for monitoring, restraining and punishing these third-party evaluations is not perfect.


Over the years, Dad's Evaluation has been adhering to the principle of "no fairness, no evaluation". Within Dad's assessment, we insist on taking testing as the basic point and foothold, and always pay attention to the scientificity and rigour of the voice. In order to ensure the fairness and impartiality of the evaluation activities, we adhere to three principles: firstly, we do not accept advertisement sponsorship or write softwares for horizontal evaluation and popularisation of consumer products, so as to maintain the neutrality of evaluation; secondly, we buy samples through the open market sales channels, so as to ensure the order and justice; thirdly, we bear the testing cost independently and entrust the testing to the third-party labs with complete qualifications, so as to ensure the reliability of the results. In our opinion, if objectivity and fairness are the soul of third-party evaluation, science is the life of third-party evaluation.


China's third-party assessment industry started late, is still in the stage of barbaric growth, problems are inevitable, but in the final analysis, third-party assessment can flourish, because consumers need, the market needs, the community also needs.



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Q2

请您介绍下老爸评测法务部门的具体角色和定位是什么?能否分享下您的经验?


向上滑动阅览

Could you please describe what the specific role and position of the legal department is? Can you share your experience?



老爸评测法务部全称是法务内控部,因此除了公司的基本法务事务外、公司的内控事务、合规事务也都由法务部承担。这其中又分为内容审核和产品审核两大块。


经验:加强跨部门协作和沟通。我们行业业务线都非常长,从一个产品内容选题确认到内容产出经常少则一个月多则半年,时间跨度、部门跨度都很大,因此畅通的沟通机制很重要。


今年七月,我们曝光了一款红色蜗牛面霜,因为这款儿童面霜里居然违法添加了药物成分。从发现到曝光,法务部其实全程跟踪这个事件,预判和规避法律上的风险。



向上滑动阅览

The full name of the Legal Department is the Legal and Internal Control Department, so in addition to the company's basic legal affairs, the Legal Department is also responsible for the company's internal control and compliance affairs. This is divided into two major sections: content review and product review.


Experience: Strengthen cross-departmental collaboration and communication. The business line of our industry is very long, from the confirmation of a product content selection to the content output is often as little as one month to as much as half a year, the time span and departmental span are very large, so a smooth communication mechanism is very important.


In July this year, we exposed a red snail cream, because the children's cream actually had drug ingredients illegally added to it. From the discovery to the exposure, the Legal Department actually followed the whole incident to anticipate and avoid legal risks.



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Q3

随着测评行业的快速发展,企业合规制度建设成为了行业的重要议题。您认为测评行业的企业应如何建立和完善自身的合规制度?能否请您分享一下您的见解和举措?


向上滑动阅览

With the rapid development of the assessment industry, the construction of corporate compliance system has become an important issue in the industry. How do you think companies in the assessment industry should establish and improve their compliance system? Could you please share your insights and initiatives?



合规对于评测行业的企业是更加重要的,既可以规范评测流程,也可以帮助我们的评测规避风险,对产出的评测结果负责。我们很早就与公证处建立合作,在做评测的过程中,买样、收样、验收、向实验室寄样等环节都是在公证处鉴证下完成。工厂审核公证处也会全程跟踪,这帮助我们规避风险。这部分虽然成本很高,但是我们仍然在不断加强和完善合规制度的建设。


老爸评测今年315曝光儿童电子烟上了热搜,在这个事件中,我们从某二手电商等渠道购买了电子烟,这个购买过程进行了全链路公证,以保证我们的评测是做到公平公正的。



向上滑动阅览

Compliance is even more important for companies in the evaluation industry, not only to standardise the evaluation process, but also to help our evaluation to avoid risks and be responsible for the output evaluation results. We have established co-operation with the notary public since a long time ago, and in the process of doing evaluation, buying samples, receiving samples, inspecting samples and sending samples to the laboratory are all completed under the notary public's authentication. The notary will also follow up the whole process of factory audit, which helps us to avoid risks. Although this part of the cost is very high, but we are still constantly strengthening and improving the construction of the compliance system.




In this year's 315 exposure of children's e-cigarettes on the hot search, in this incident, we purchased e-cigarettes from a second-hand e-commerce and other channels, the purchase process was notarised in the whole chain, to ensure that our evaluation is done fairly and impartially.




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Q4

您能否分享一些您在合规管理方面的心得体会或者经验教训?


向上滑动阅览

Can you share some of your insights or lessons learned about compliance management?



首先我们需要评估企业目前的发展状况并根据此制定整体合规计划,避免过于严格阻碍企业发展,也避免过于宽松而导致漏洞的产生。我们在做合规管理和推进的时候,必须跟业务保持非常紧密的沟通,了解目前业务的困难,甚至预判业务的推进难点,换位思考业务遇到的问题,再据此制定合规计划,我们要尽量让计划在当下和业务配合起来,而不是成为给业务增加不必要的压力。


另外,不仅是跟业务紧密联系,法务跟PR、GR部是可以彼此支持彼此协作的,意见相融,尽量去做到考虑周全,不单腿独行。



向上滑动阅览

First of all, we need to assess the current development status of the business and formulate an overall compliance plan based on it, so as to avoid being too strict to hinder the development of the business, and also to avoid being too lax to lead to the creation of loopholes. When we do compliance management and promotion, we must maintain very close communication with the business, understand the current difficulties of the business, and even predict the difficulties of the business, think about the problems encountered by the business, and then formulate a compliance plan accordingly, we should try to make the plan work with the business at the moment, rather than becoming an unnecessary pressure on the business.




In addition, not only closely linked with the business, legal and PR, GR department can support each other and collaborate with each other, the views of the same, try to do a thorough consideration, not a single-legged solo.





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