Editorial: Live Goods Are Products Of Long-Term Price War.

Over the past few years, live goods have spread all over the country, and governments, businesses and businesses all over the country have set up machines to promote various products and services. Affected by this trend, many units and enterprises have launched network anchors to join the vast army of live goods.

The way of selling live goods took off in 2019. As online traffic became more and more expensive, the cost of passenger was rising. In order to increase sales, some electricity suppliers began to transform the static picture display into small video. Some businesses interact with the audience through the webcast and sell products. This can reduce platform traffic costs and reduce costs. This way is also a derivative of the Internet video trend, making network sales no longer limited to the electronic business platform. It can broadcast live goods on different platforms, such as game platforms, small video platforms, live platforms, etc., and many platforms can also be delivered through cash.

Due to the impact of the epidemic, this year's real business has been battered. Online business sales have been a blessing in disguise, pouring into more consumers who can't go shopping and training more network users. At the same time, a large number of enterprises have suffered heavy losses in sales. They are badly in need of finding Internet sales channels. They can directly connect with factories directly, and eliminate the agency fees, channel fees and other advertising costs of traditional sales, which can be directly sold to consumers at lower prices.

Many governments also actively promote live goods. On the one hand, the government departments are actively helping small and medium enterprises to resume production and re production, promote consumption expansion, and make the flow of people and logistics work. The live broadcast of goods has become a more effective way to prevent and control the epidemic at the end of the epidemic. On the other hand, the poor agricultural products and other special products in poor areas are seriously unsalable, and local government officials or stars, hosts, live broadcast network and so on are actively working for these farmers. Products free live broadcast goods, to achieve poverty alleviation by electronic commerce. It can be seen that the live broadcast of goods is first a new business model evolved by network sales, and it is also confronted with the special market environment and poverty alleviation caused by the epidemic. Therefore, this new mode has been pushed to all walks of life and blossom everywhere.

As a new business mode, direct broadcasting with goods can help enterprises increase their sales in the resumption of production, and promote the poverty alleviation of agriculture. But, after all, this is a business mode, followed by market rules. At present, many non market players are generally tasked with direct broadcasting of goods, and even some local departments are required to purchase live live broadcast in a live broadcast. Some places put forward quantitative indicators and tend to formalism. Non market departments should do their job well and hand over the market to the market.

As a newly emerging thing, the lack of industry standard and management standard is very easy to appear false propaganda and sales of fake and shoddy products, brush traffic and false orders and other phenomena are endless. The first national standard of live broadcasting providers, the basic norms of video live shopping operation and services, will help to end the barbaric growth of the industry. At the same time, there are exploding products in live goods, which often result in insufficient inventory or excessive quantity of orders, which can not be delivered in the short term. The supply chain can not meet the explosive demand and will hurt consumers.

We believe that the spread of live broadcasts should be a product of the special stage of the epidemic. This mode mainly serves small and medium-sized enterprises. Large and medium-sized manufacturing enterprises with brand influence have traditional sales channels. If enterprises sell at low prices when they live, they will have an impact on their agents and sellers. In addition, the number of people selling informal businesses in China is increasing. Large scale live goods will attract a larger number of people to watch and grab goods online for a long time, occupying too much resources, which will not benefit the progress and efficiency of the whole society.

Live goods are the result of continuous pursuit of lower sales cost, which is the inevitable outcome of long-term price war. The manufacturing industry in the United States adopts the law of "quality price trade-off", which balances the quality and cost of products. Japanese enterprises adopt the "quality manufacturing" approach to gain global competitiveness; China's export departments are facing the domestic market through the advantages of process innovation and supply chain efficiency, while local enterprises emphasize on "cost price", and pay more attention to reducing costs to cope with price wars. This has led to the lack of innovation input and quality upgrading in China's manufacturing industry.

The long and continuous price war in China's commercial field, as well as the cost price advantage of a large number of disqualified products or Shanzhai products of small and medium-sized enterprises, have restrained the profits and innovation input of the brand enterprises. Therefore, excessive number of individual businesses and small and medium enterprises products constitute a commercial culture of price competition, which is unfavorable to the transformation and upgrading of manufacturing industry. When the manufacturing industry is dominated by price competition for a long time, it will encourage more people to devote themselves to the personalized retail business, which will not only impact the manufacturing industry, but also suppress the construction of a modern business system. This situation needs to be changed. Enterprises can not gain market share for a long time depending on price war. They should pay more attention to innovation, brand and quality, and conform to the trend of China's economic transformation and upgrading. Potential.

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