Live With The Rules Can Go Further

The development of e-commerce is becoming a new trend. According to the big data monitoring of the Ministry of Commerce, in the first quarter of this year, there were more than 4 million live broadcasts of e-commerce nationwide. However, behind the hot live broadcast with goods, it is a mixture of mud and sand - false publicity, poor after-sales service, and fan data brushing are common.

Only when there are rules can we have a square circle. Zhejiang has formulated the first live broadcast e-commerce service standard in China, which will be officially released this month; the China Advertising Association has issued the first special specification for online video marketing activities in China, namely, the code of conduct for online live marketing, which will be officially implemented from July 1 There are rules to follow, in order to make live delivery with goods more stable and further.

Live with goods chaos, consumers often step on the pit

Recently, the Consumer Association of China released the "618" consumer rights protection public opinion analysis report. During the 618 promotion activities this year, the most exposed problems were found in live delivery with goods. During the monitoring period from June 1 to June 20, a total of 112384 pieces of negative information about live delivery were collected, with an average of about 5600 pieces per day.

The "slot points" of live broadcasting with goods are mainly concentrated in five aspects: the merchants of live broadcasting with goods fail to fully fulfill the obligation of publicizing license information; some anchors, especially "star anchors", are suspected of illegal publicity problems such as promoting product efficacy or using extreme words in the process of live delivery; product quality is not correct, and platform anchors peddle "three noes" products and fake and shoddy products to Internet users It is difficult to guarantee the sales volume, fans, etc.

In fact, the frequent occurrence of chaos in the cargo industry is no longer news. The reporter learned in the interview that in recent years, many citizens of Keqiao have stepped on the "pit" in the live shopping of e-commerce.

In March this year, the district market supervision department received a complaint about live delivery: Ms. Zhang bought several pieces of clothes in a clothing store on a live broadcast platform in February this year, with a total price of more than 1500 yuan. But after receiving the first batch of goods, Ms. Zhang found that there was an obvious quality problem in the clothes, so she contacted the store owner to ask for the return and replacement. The store did not pay attention to it or refund it. She simply refused to deliver the remaining clothes. However, Ms. Zhang dialed the complaint hotline of Keqiao district for help according to the business qualification of the store in the platform. After receiving the complaint, the staff of the market supervision bureau of Keqiao District agreed to exchange goods for consumers after patient consultation with the merchants, and Ms. Zhang expressed her approval.

He Guoguo, deputy director of the consumer rights and interests protection branch of the district market supervision bureau, told reporters that since this year's consumer complaints about live delivery of goods, most of them are clothing, shoes and hats. To this end, he reminded consumers that in the process of live shopping, they should rationally choose goods, and should not trust the Internet red effect. At the same time, they should cultivate the consciousness of storing certificates and keep good consumption vouchers. If the legitimate rights and interests are damaged and the business can not be settled through negotiation, it is necessary to timely report to the relevant departments and take the initiative to protect the rights according to law.

Many businesses are victims of trading data routines

Ms. Wang, who is engaged in clothing business in Keqiao, also "took" the express of e-commerce live broadcast not long ago. In order to attract popularity, she specially invited a female anchor to sell goods. Ms. Wang and her agent should pay a commission of 30000 yuan to the female broadcaster for the amount of sales.

After a live broadcast, Ms. Wang was very happy, because the female anchor's power to bring goods, the sales of that day were very gratifying. However, when she prepared the goods for delivery the next day, she found that there were a lot of refund applications from the backstage. The unprepared Ms. Wang contacted the female anchor again, and the other party replied that according to the contract, the target has been completed and the activity has been finished. As for the refund, they have no way.

Because of her new career, Ms. Wang has been a routine. There is a saying on the network: where there are online stores, there will be a brush bill. Reporter investigation found that such a situation also exists in live delivery, which is an open "secret" in the industry. The reporter casually opened several websites and found advertisements such as "popular Live Room 70 yuan 100, online 4 hours", "interactive 20 yuan per hour per person" everywhere. A person in charge of a live broadcast platform in Keqiao revealed to reporters that the main purpose of buying powder is to create momentum for the anchor when selling goods live. Since the consumer's desire to buy has not been mobilized before the live broadcast, the atmosphere is cold. In order to make the product look "hot", some anchors will find a special brush team to leave comments and comments. Watching consumers are easy to be aroused by the hot atmosphere and impulsive orders, businesses will also be confused, mistakenly think their products are very popular. "In this way, we are such a formal operation organization is very passive, will also lead to the wild growth of the whole industry." The person in charge said helplessly.

Laws and regulations on live delivery

Not long ago, Zhejiang Online Business Association released China's first live e-commerce industry group standard, live e-commerce service specification (Draft), which is expected to be officially released in July. The standard mainly puts forward the standard from the four dimensions of platform, anchor, business and consumption, aiming to organically integrate the standardized management of the industry with the promotion of development by strengthening the construction of industry governance system and system specification.

From July 1, the "code of conduct for online live marketing activities" formulated by China Advertising Association has also been implemented. In particular, it also standardizes the default hidden rules of some industry participants, such as Bill brushing and powder buying. In the live broadcast activities, the anchor should ensure that the information is true and legal, and should not carry out false propaganda on goods and services, cheat or mislead consumers. It is not allowed to make use of the way of fake marketing, such as the main body of the business, such as making false reports or making false comments on the Internet.

In addition, the reporter also learned that the China Federation of commerce is also taking the lead in formulating the standards for live online shopping with goods, which is expected to be officially released and implemented in July. The standards include the basic norms for the operation and service of live video shopping and the evaluation guide for the integrity service system of online shopping.

In other words, in July, there may be four standards for the live delivery industry, and the live delivery industry will enter the "regulatory era". "The introduction of various norms can effectively restrict the behavior of businesses, anchors and live broadcasting platforms, but the norms mainly advocate self-discipline and autonomy, and are not mandatory." According to Lu Zhigao, partner of Shanghai Rongfu (Shaoxing) law firm, in addition to relying on laws and regulations, the main bodies of live broadcasting platform, merchants, anchors and consumers should participate in the process of governance according to law. "All parties involved should realize that only relying on integrity and law-abiding operation is the key to the long-term development of the industry Where the key is