Net Red Belt Goods Encounter Strong Supervision, Trembling Little Red Book Still Benefit After Short-Term Pain.

Recently, a number of departments such as the General Administration of market supervision put forward to strengthen the supervision over illegal activities of red belt goods. People's daily and other official media also commented on the chaos of red net products and net red goods. Obviously, "net red belt goods" after experiencing explosive growth, is facing unprecedented regulatory pressure.

Double eleven will soon be ready. Net red has begun to prepare for the new round of delivery. The pressure from the regulatory level may have a certain impact on the platform.

According to the analysis of the insiders, the net red belt goods are understandable, the regulatory authorities are not to suppress the form of "net red with goods", but to supervise and punish illegal activities, and more is a kind of market clearing behavior. In the short term, there has been a platform for playing the edge ball or will experience the pain. But in the long run, tighter regulation will make the platform better.

When the net red belt is on the rise, chaos appears frequently, and the regulatory policy is becoming stricter.

In recent years, with the rise of mobile Internet, live broadcast, short video and other emerging as a form of content dissemination, and quickly gained a large number of traffic, and the main position of net red goods has gradually shifted from micro-blog to jitter, quick hands, little red book, Taobao live broadcast and other platforms. In the past 618 years, such as double, 11 and so on, the sales of Li Jiaqi, such as Wei Ya and head net red, have made the "net red belt goods" shine brilliantly.

In a report, QuestMobile pointed out that after the flow becomes scarce resources, the application of any user attention is intrinsically competitive, but content application is always a bridge. For 90, 00 later said, pure electric business is obviously not as entertaining, socialized way of life.

Judging from the current new consumption mode, Taobao mobile relies on Taobao's live broadcast to create a new consumption scenario. Mogujie.com displays the content elements such as picture and text, live broadcast, and attracts a large number of young female users, while the short video platforms launch a shopping Mini program, which allows direct delivery of goods. In this new consumption trend, net red has become the key.

However, when the size of the net red belt expands with the development of the live broadcast, the industry chaos also highlights. Meng Huixin, assistant analyst at the Department of legal rights and interests of e-commerce research center, pointed out that "net red belt goods", as a new form of Internet sales promotion, has been followed by many consumers. However, because the live platform is not perfect in the content audit mechanism and supervision and management, some "net red belt goods" have been loopholes. With the help of their own traffic, false propaganda has been made, such as false live data, "three no products", false advertisements, and consumer rights protection.

Recently, a news about micro-blog's head MCN organization's bee colony media suspected of fraudulent fraud was widely reported in the industry, which once again exposed the inside story of MCN data fraud. A person engaged in marketing work told reporters that in order to get advertisers' approval, MCN agencies often use "brush data" to make the indicators "better". This has become the industry's hidden rules, and is also true in live and short video.

"Because the quality of commodities is not good, the way of payment is privately traded through WeChat and other convenient ways, plus some of the direct selling businesses that sell fake and inferior commodities, such as the shelves and other factors, which lead to the purchase contract of consumers without orders. Once the consumer disputes arise, the later returns can not be guaranteed and fall into the dilemma of safeguarding rights." Meng Huixin said so.

Fortunately, from the policy point of view, the regulatory authorities are gradually increasing the crackdown on the illegal acts of red belt and cargo. In June this year, the 8 departments of the State Administration of market supervision jointly issued the notice, and decided to jointly launch the 2019 network market regulation special operation (net sword operation) from June 2019 to November to crack down on online sales of fake and shoddy products, unsafe food and counterfeit drugs, and strictly supervise the purchasing behavior at sea.

In October this year, the Supreme People's Procuratorate, the State Administration of market supervision and the State Administration of Drug Administration jointly announced the joint implementation of the "four most stringent" requirements for food and drug safety in the country from September 2019 to December 2020, and issued a special action plan.

Yang Hongcan, director of the law enforcement inspection bureau of the State Administration of market supervision, said that the regulatory authorities pay great attention to net red food information and will crack down on net red food safety violations implemented by channels such as network, electronic commerce platform, social media and TV shopping columns.

The trembling Little Red Book fears that they will experience short-term pain and will benefit from the long run.

After the release of the information released by the market supervision department, the reporter will contact the relevant platforms, trying to understand the impact of the current regulatory high pressure on the platform and whether the platform has corresponding measures. Among them, mogujie.com, Taobao live broadcast, quick hands and other platforms have indicated that they will cooperate with the regulatory authorities to control such chaos, and improve the relevant management mechanism.

When asked about the impact of the trend of tighter regulation on the platform, mogujie.com stakeholders responded to reporters. In fact, the characteristics of the live broadcast decided that there was no way out. The consumer's decision on consumption depends on the sales capacity of the anchor, so the problem of washing the traditional electric business is much smaller in the live broadcast. The personage thinks, the problem that net red carries goods to a large extent depends on the control of the source of goods.

"All along, mogujie.com has strict access standards for supply chain merchants, and it is necessary to have relevant certificates to sell on mogujie.com platform. Mogujie.com has a professional anti cheating team to crack down on unfair competition. For businesses selling false trading on the platform, mogujie.com will give strict penalties for reducing rights, shielding traffic, and retreating according to platform rules. The person pointed out that mogujie.com will actively cooperate with the regulatory authorities to further improve the relevant management mechanism.

And Taobao's live broadcast did not respond positively to the impact of the platform. Relevant people responded to reporters that Taobao's live broadcast has been relying on the strict management system of Taobao platform, effectively controlling the behavior of anchors and the goods of merchants. At the same time, actively cooperate with local governments and industrial bases to protect the quality of goods from the source, and also promote the transformation and upgrading of industrial zones around the country.

In view of the current chaos of the live broadcast of the live broadcast of e-commerce, Taobao's live broadcast said that this not only infringed on the legitimate rights and interests of consumers, but also damaged the image of the new model. "The live broadcast of Taobao welcomes the regulation of market supervision by the General Administration of supervision and regulation on such industries. Only by strict administration can we protect innovation. At the same time, we are willing to share our experience and technology with our peers."

On the fast side, the platform has introduced the initiatives of the platform in violation of governance. The platform's stakeholders told reporters that the audit system for the rapid electric business is in addition to the business qualification audit and commodity audit. The content audit is also continuing to be strengthened. The three trial system has been established very early. It can ensure that users will not see any violation or malpractice in the platform such as yellowing, mafia, explosion and other irregularities.

At the same time, the fast hand has also formulated the "illegal management system" and "after-sale guarantee system". The former involves more and more complicated contents, such as wind control, reporting, dispute handling, anti cheating, function restriction and prohibition until the financial side's restrictions on cash withdrawals and margin deductions. The latter is also being rapidly improved, from the three aspects of "platform services, business support and consumer protection" to ensure shopping without worry.

In this regard, Shen Meng, director of Xiang song capital, believes that the net red belt is not a negative definition. Net Hong is also understandable by fans' auxiliary sales. The regulatory authorities do not suppress the form of "net red belt goods", but regulate and punish illegal activities.

"As long as it belongs to normal market behavior, it will not be affected, but if the platform deliberately misuses resources and deliberately infringes on the interests of manufacturers or fans, it will be greatly affected." Shen Meng further explained that if the platform has been following the law and discipline, it will gain more market share after clearing up. If there is a scratch ball before the platform, the platform will experience pain in the short term, but in the long run, the platform will still benefit from it. After all, it will be a long-term development direction if it does not contain more serious consequences and will lead to healthy development.