OpenRice uses big data to eliminate fake food reviews and prepares for customs clearance

OpenRice, a Hong Kong-made food review website, has been with Hong Kong people for 21 years. It was once criticized for manipulating food reviews in 2016, which caused a sharp drop in the credibility accumulated over the years.

However, in recent years, under the leadership of Chief Executive Officer and Acting Chief Technology Officer Qiu Guixiong, OpenRice has not only stepped out of the haze of the year, the number of users has increased to more than 4 million, and it has gradually developed OpenRice Pay, takeaway self-pickup, catering coupons, reservations, etc. service.

He revealed that after customs clearance will be resumed, users can make reservations for restaurants in Macau, Taiwan, Japan, Thailand and Singapore through OpenRice, and they can also view information about local restaurants in OpenRice.

Qiu Guixiong recalled that in the face of criticism from the public that year, OpenRice developed big data to automatically filter out suspected fake reviews based on user usage and behavior habits, and invested a lot of resources in reviewing complaints.

He also explained that behind the positive, negative, and OK evaluations, there are also big data and complex calculations. The restaurant only needs to make good conditions such as environment, food, and hygiene, and the search ranking will naturally increase.

"Not necessarily the most smiling faces, or the most shouting faces, just rank the highest or the lowest."

Chief Executive Officer and Acting Chief Technology Officer Qiu Guixiong joined OpenRice in 2015 and was promoted from Technical Director to Chief Executive Officer in early 2018.

(Photo by Zhang Haowei)

Qiu Guixiong: Prior to the outbreak of the epidemic, the focus was on research and development of technology as a reserve

Currently, the leader of OpenRice is Qiu Guixiong. He was the chief engineer of tvb.com. He joined OpenRice in 2015 and was promoted from technical director to chief executive officer in early 2018.

In fact, as early as 5 years ago, OpenRice had been accused by senior food critics and users of "receiving money" to manipulate food reviews, and a public relations disaster broke out, causing the company's reputation to decline for a while.

However, OpenRice, led by him, seems to have gone out of the haze of the year. In addition to the inherent catering information, it has gradually successfully transformed into a catering service platform.

Qiu Guixiong, who has a technical background, believes that OpenRice, as a Hong Kong ICT company, should develop more technology reserves. Therefore, before the outbreak of the epidemic, the online menu was designed with the POS supplier, so that the takeaway function can be launched immediately after the epidemic.

He revealed that more than 800 restaurants joined in the first month, and self-pickup has now become an indispensable service for restaurants.

"A lot of technologies can't be achieved suddenly, but they have to accumulate slowly. Our team has been working silently all the way, and we have done a lot."

After the OpenRice food review incident occurred that year, the OpenRice special page also responded.

(Facebook screenshot)

After taking office, research big data to automatically filter fake food reviews

In addition to the research and development of technology reserves, Qiu Guixiong revealed that soon after taking office, he also developed OpenRice big data for fake food reviews. According to user usage and behavior habits, it automatically filters suspected fake food reviews and accurately calculates popular restaurant rankings. .

"Because it's not that one person can control it, or one group of 100 people can control it. You always have to compete with users in Hong Kong if you want to fake big data. It's so difficult."

Qiu Guixiong believes that the research and development of big data is indeed effective in curbing fake food reviews or raising the ranking of restaurants.

However, in order to ensure that the system is correct, OpenRice also invests a lot of resources in manual review, specifically to handle user complaints about food reviews, and has a double check. After the staff has checked, the supervisor must review it again.

"We hope to provide a good check for Hong Kong users, not to criticize maliciously or attack restaurants maliciously. We hope that there will be a balance between the two."

Restaurant search ranking involves big data and complex calculations: the highest number of smiling faces may not be the highest

However, some citizens questioned that most restaurants in OpenRice are mainly praised. Qiu Guixiong explained, "It may not be the highest or lowest that has the most smiling faces or the most shouted faces." In fact, behind the three evaluations, big data and complex calculations are involved. , Including popularity, number of shares, etc., which in turn affect the ranking of OpenRice restaurant search.

He also encourages restaurants to only need to make good conditions such as environment, food, hygiene, etc., search rankings and exposure will naturally increase.

"Negative reviews don't mean that users will not go to a restaurant, and they may want to watch the food below, or the dishes will fall in the middle."

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Investing in a takeaway fleet will bring a heavy burden

Speaking of future development, Qiu Guixiong said that OpenRice's strategy is asset-light business. Therefore, it will not invest in the team to develop the food delivery business like the mainland Meituan, which will bring a heavy burden to the company.

"We have always been a local company. It is not a business model that can be used to invest in hot money to make things happen." He also emphasized that its purpose is to assist restaurants and diners to establish relationships, such as food reviews, information, and reservations. , Buying coupons, self-pickup and other services, let the three parties form an ecosystem.

Qiu Guixiong also pointed out that OpenRice has branches in Macau, Taiwan, Japan, Thailand, and Singapore. By the end of 2019 before the epidemic, it had completed external contacts, such as strategic partnerships with Japan's reservation network.

He pointed out that after the switch will be restored in the future, users can view restaurant information in the above-mentioned countries and regions through OpenRice, including reviews, photos, addresses, opening hours, phone numbers, etc., all uploaded by locals to make the information more " Authentic."

Users can also directly book tens of thousands of restaurants in Japan and thousands in Singapore.

However, OpenRice Pay is still unable to make payments overseas. He explained that because of the cross-border settlement involved, the technical and commercial difficulties are high.

"I will consider it, but I may not see it soon, but I will make reservations first."

OpenRice responded to last month's "Food Review Disturbance" and reiterated that it will not charge restaurant fees and change its ranking. Cathay Pacific partner OpenRice launches "miles plus cash" payment method OpenRice mobile app supports BoC Pay. OpenRice can use Cash Dollars [Wuhan pneumonia] OpenRice: Fully exempted takeaway service commissions to reduce restaurant costs

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