China Consumers Association Has Collected "Double 11" Rights Protection Information Nearly 8 Million.

This year, "double 11", net red live with goods is highly praised. As a new consumption mode, net red sales increase the decision-making efficiency of consumers, but there are also marketing chaos, product quality flooding and other chaos, which infringe on the legitimate rights and interests of consumers. To enable consumers to have a more comfortable shopping experience, we need government, businesses, platforms and other co governance to promote the standardization of e-commerce development.

"Double 11" just passed, and Ms. Li, who lives in Chaoyang District, Beijing, met with a lot of trouble. "Some time ago, I bought a bag from the live webcast. The anchor said that it was a genuine purchase from France. The result was that the hand was broken, and the merchant did not return it on the grounds of buying." Ms. Li said angrily.

There are many consumers who have similar experiences with Ms. Lee. According to the "double 11" consumer rights and public opinion analysis report released by the Chinese Consumers Association on 21 June, from November 1st to 15, we collected more than 790 articles of "double 11" related "consumer rights protection", of which negative information was concentrated on express delivery, after sales service, pre-sale rules, promotion and publicity, product quality and so on. "How can the rights and interests of our consumers be protected?"

Under the background of the rapid development of the new economy, "net red with goods" has become a new outlet for the electricity supplier. But how to protect goods without water injection? How to make consumers have a more comfortable shopping experience? How to regulate "data fraud" and "flow fraud"? All these problems require joint efforts of government, businesses, and live broadcasting platforms.

Hot: red belt brings new consumption mode, and is forming a new industrial chain.

Wang Xiaomin, a citizen of Changchun in Jilin, has been in the wholesale market of black water market for many years. She joined the live army last year. At present, she has about one hundred thousand fans on the fast track of Changchun Xiaomin. "When you get good results, you can sell four hundred or five hundred clothes a day, much stronger than the physical stores. Now I'm looking forward to my own heat. " Wang Xiaomin said.

Wang Xiaomin spoke the voice of red net. In the past two years, whether the top line or red net in the middle tail camp can produce a good report card. This year's "double 11" period, "Taobao's first female anchor" Wei Ya online 8 hours, attracting about 43000000 users to watch, the total live broadcast gave 78 links.

The social networking provider's daily chief operating officer, Dan Jiao Cheng, thinks that net red goods are the product of fans' economy, and fans produce purchase behavior based on recognition or trust of net red. Net red personality traits and professional abilities play a role of trust endorsement, thereby reducing the time of consumers' purchase decisions.

What do you like to bring with you? What are the products of Taobao? Platform monitoring data show that more than half of the brands and businesses involved in Tmall's "double 11" have opened their own live rooms this year, covering almost all industries including beauty, clothing, food, jewelry, digital appliances and even automobiles.

What is particularly noteworthy is that the net red live goods are now spreading from cities to villages. According to the live broadcast data of Taobao, since the launch of Tmall's "double 11" pre-sale in October 21st, only 10 days have been used, and the red anchors of the rural network have sold more than 30 thousand tons of agricultural products.

"Net red belt goods are forming a new industrial chain, promoting employment and entrepreneurship, but also promoting the domestic demand market, giving birth to a new consumption mode." Dashian, partner of Alibaba group and President of B2B business group, said.

Chaos: irregular behavior of carrying goods violating the legitimate rights and interests of consumers

"A while ago, I saw a net spray recommending a spray product, which has many functions, such as sunscreen, isolation, concealer and so on. But after the start, it found that its effect is not even comparable to the usual whitening and skin care products. It really makes people speechless! "Song Xia, who worked in an advertising agency in Nanjing, Jiangsu, referred to the" pit "that had just fallen into the market, and was still very upset.

Net red carries goods like a raging fire, but "blindfold" runs hard, and it will inevitably affect consumers' shopping experience.

"Obviously there are not so many people watching, commenting, conducting transactions on the Internet, but businessmen are making up beautiful trading data by means of technology. Is this not cheating?" Song Xia told reporters that the experience of buying fake products made her suspicious of those bright numbers.

For ordinary consumers, the purchase of a product will generally refer to the introduction of businessmen, the recommendation of "net red" and the messages behind the scenes as an important reference. If one side is false, the chance of being cheated will increase.

"The net red that carries the goods can say that the merchandise is not good?" they often tell the truth in the live broadcast, but it is not the case. Ms. Meng told consumers that she bought a highly recommended lipstick in the live room of a network anchor this year. She thought she had a net endorsement, and the quality would not be bad.

Liu Junhai, a professor at the Law School of Renmin University of China, said, "if the net red with goods deliberately exaggerates the product's effect, the consumer will buy the related products based on erroneous understanding. Besides the administrative responsibilities, the civil liability should be 3 times the compensation according to the relevant stipulations of the consumer protection law."

Way out: establish a mechanism of CO governance and create a standardized and orderly market order.

The problem of "net red carrying goods" involves multi stakeholder, which means regulating market order and solving the pain points in development requires multiple efforts to establish a cooperative governance mechanism. Liu Junhai said.

Not long ago, the relevant director of the State Administration of market supervision pointed out that he paid great attention to "net red" food information and combed illegal and criminal clues. The third party platform for electricity providers is required to fulfill their supervisory duties conscientiously, and investigate and punish the illegal acts of "brush off" and "false comment" suspected of violating advertising law, anti unfair competition law and consumer rights protection law.

Yang Shuguang, senior member of the China Association for consumers' Association and the senior partner of Beijing law firm, believes that the regulatory authorities should take measures to ensure that the platform establishes the qualification examination mechanism and the integrity evaluation system of the "red belt with goods", establishes and improves the blacklist of "net red belt goods", and severely attacks the main body of "data fraud".

"The platform itself should also exert great efforts to strictly control the quality. For example, the products sold by net red should be traced to the whole process; for the cooperative network red and merchants, we must formulate strict reward and punishment system and improve the access threshold. Light coke Cheng said.

In November 14th, a spokesman for the Ministry of Commerce said that the operation of any format mode must comply with the relevant laws and regulations, and must protect the legitimate rights and interests of consumers. We will continue to work together with relevant departments to promote the standardization development of e-commerce.

And some of the market players as the main business platform, has begun to "leak fill." For example, the fast selling platform carries out the whole process of supervision for the selling process. For illegal businesses and accounts, it implements various penalties such as commodity shelves, quick shop Limited, account closure, margin deduction and so on. The live broadcast of Taobao requires that the anchors are more professional, and guide them to spend more time on selecting and trying products, so as to ensure consumers' shopping experience.