As China's biggest annual online shopping event, the festival, which this year actually started at the end of October, has been playing a vital role in further stimulating the appetite of consumers for years despite online buyers having become more rational.
中国年度最大网购盛宴双十一，今年虽迟至十月底才拉开帷幕，但多年来始终在激发消费者购物热情方面扮演着关键角色，尽管网购者已日趋理性。
Online merchants now find it difficult to sell their products to consumers who know exactly what they want. This has prompted some online merchants to choose wrong and even illegal tactics to attract consumers. One such illegal tactic is to post fake customer reviews online. Customer reviews are supposed to help online merchants collect feedback from buyers and, based on it, improve their products and/or services. Potential buyers, in turn, read these reviews to make informed purchase decisions. Consumer reviews, therefore, are important for both buyers and sellers. However, if a large number of fake reviews appear online, they can influence many potential consumers' judgment, prompting them to make wrong purchase decisions. Hence, fake reviews can damage the reputation of not only the sellers but also the entire online shopping platform.
如今，面对目标明确的消费者，网店商家发现推销产品愈发艰难。这促使部分商家采取不当甚至非法手段吸引顾客，其中一项便是发布网络虚假评价。顾客评价本应助力商家收集买家反馈，据此改进产品或服务。而潜在买家则会参考这些评价，做出明智的购买决策。因此，顾客评价对买卖双方都至关重要。然而，一旦网上出现大量虚假评价，它们便会左右众多潜在消费者的判断，诱使其做出错误购买决策。因此，虚假评价不仅会损害商家声誉，还会波及整个网购平台。
For example, some businesses promise buyers a small amount of refund on their purchase if they write a positive review, preferably with photographs, or offer other benefits to lure consumers into writing "five-star" reviews despite the poor quality of their products. Worse, some online shops even hire ghostwriters to post a large number of manipulated reviews and photographs online to promote their products or services.
例如，有商家承诺，若买家撰写好评（最好附带照片），即可获得小额退款或其他福利，以此诱使消费者给出“五星”好评，尽管其产品质量堪忧。更糟糕的是，部分网店甚至雇佣枪手，在网上发布大量操纵过的评价和照片，以推广其产品或服务。
Last month, the Internet Security Bureau of the Ministry of Public Security issued a notice, asking online buyers to guard against fake customer reviews. The notice said that the police in Taizhou, Zhejiang province, has cracked down on a gang that was posting manipulated customer reviews online. This "water army", or paid internet trolls, simply needed to post prepared comments and photographs in the form of fake customer reviews without actually buying any product or service from the shopping platform in question.
上月，公安部网络安全保卫局发布通知，提醒网购者警惕虚假顾客评价。通知指出，浙江省台州市警方已捣毁一个在网上发布操纵顾客评价的团伙。这些“水军”或网络雇佣军只需以虚假顾客评价的形式发布事先准备好的评论和照片，而无需从相关购物平台购买任何产品或服务。
Customers losing trust in the products and services will harm the development of the e-commerce sector, and deal a blow to online enterprises that do business in good faith. To address this problem, the authorities should take action to deter online enterprises from indulging in such acts. Online shoppers, too, have a role to play in curbing such harmful behavior by resisting the lure of a small amount of money and sounding the alarm against those e-shops that offer them "bribes" to write fake reviews. As for online enterprises, they should abide by the law. Fortunately, people are becoming more aware of the developments on online platforms and are prepared to do their bit to ensure the culprits receive due punishment according to law. Also, the State Administration for Market Regulation introduced fair competition regulation, especially for the internet industry, in May, to deal with infringements of consumer rights on online platforms including fake orders and manipulated reviews.
顾客对产品和服务失去信任，将阻碍电商行业的发展，并给诚信经营的网店带来打击。为解决这个问题，当局应采取措施，阻止网店商家参与此类行为。同时，网购者也应发挥作用，抵制小额金钱的诱惑，并对那些提供“贿赂”以换取虚假评价的网店发出警报。至于网店商家，则应遵纪守法。幸运的是，人们正日益关注网络平台的发展，并准备采取行动，确保罪魁祸首依法受到惩处。此外，国家市场监督管理总局于5月针对互联网行业出台了公平竞争规定，以应对包括虚假订单和操纵评价在内的网络平台侵犯消费者权益的行为。
提问：“电商行业”用英文怎么说？
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