Quality Assurance Practices for Cinema Merchants in Baidu's O2O Product

In traditional business search products, merchants join the platform using keywords, creatives, and other information; O2O products transform merchants to join as services, diversifying product forms and presenting new challenges for quality assurance.

In the movie business, services are provided based on cinemas. Different cinemas offer services in various ways, leading to distinct issues; users perceive any problem as Baidu's fault. As a heavily operated product, any issue can affect activities, business outcomes, and product reputation, necessitating a series of measures to ensure merchant service quality.

Starting from the characteristics and product forms derived from merchants (cinemas), we refine problem classification, then based on features and impact levels, divide issues into data problems, system service problems, and business problems, extracting six indicators to describe overall merchant (cinema) service quality.

Guided by the problem/indicator model, we ensure merchant quality across key stages of the user consumption flow. During online ticket purchase, we monitor system services such as seat map display, seat locking, order placement, etc.; when a cinema shows abnormal service, we promptly take it offline to maintain smooth user experience. After purchase, we analyze core indicators like ticket issuance and share, producing a star‑level issue dossier for each cinema. These issue disclosures, handling, and analyses are regularly communicated with product teams and discussed in monthly movie review meetings with R&D teams to continuously optimize the merchant (cinema) service quality assurance system.

Taking the schedule‑related issue, which is sensitive for both users and merchants, as an example: when we detect a scheduling problem at a cinema, we first check the merchant's rule configuration—settlement, contract—then the system side—data capture—and compare with data from other ticketing platforms for analysis. Finally, based on merchant type—single cinema or chain—we apply different handling levels; if the problem type cannot be automatically confirmed, we notify BD for follow‑up. For objective factors causing no‑schedule issues such as insufficient deposit, address changes, or power outages, manual confirmation is required before appropriate action.

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