Rolling Over With Goods On Live Broadcasting

Live fraud, frequent rollovers, this consumer want to buy a real product, it is really difficult. However, the whitewashed live data is just like the emperor's new clothes, catering to the crowd and institutions that want to cater to, and it is the merchants who complain incessantly.

A live broadcast of talk show rookie Li Xueqin participated in, with a total audience of 3.11 million, but there were only 110000 real fans, and all the rest were robots. Li Xueqin, on the other hand, "denies three companies": I and my team have not participated in any live broadcast operation, and have no knowledge of the statistical process of live broadcast data, and will not participate in any fraud.

Recently, the Chinese Consumer Association released the "double 11" consumer rights protection public opinion analysis report, which directly named Li Xueqin, Wang Han, Li Jiaqi and other live studios to have the phenomenon of false machine consumption data and "no change after buying". In this regard, Li Jiaqi responded that he would be responsible for the refund. Wang Han himself did not respond, but his signing party responded that he did not brush the bill.

Simba, which accounts for more than half of the transaction volume of fast e-commerce live broadcasting, also overturned on the bird's nest, and its live broadcasting room was suspected of false publicity,

The product sold 15.4957 million yuan, but it also refunded more than 60 million yuan. Yang Kun's pit fee of 135000 yuan only sold 30000 yuan. The merchants were dissatisfied with Yang Kun's live delivery of goods and directly chose to call the police.

Earlier, at the end of June, Wu Xiaobo, a financial writer, made a live broadcast of his debut show. The merchant gave him 600000 yuan for pit space, but he actually sold only 15 cans of milk powder, and three of them were subsequently returned. On July 10, Wu Xiaobo admitted that the car overturned with goods.

On July 8, the live studio of star Ye Yixi showed that there were nearly 900000 online viewers, but only sold tea sets for less than 2000 yuan. Subsequently, ye Yixi responded that after the dispute, it had actively communicated and negotiated, and the live broadcasting company returned the full cooperation fee.

Whether it is star or online red with goods, should not be immersed in the false prosperity of their own traffic, once with goods, they need to bear the obligations and responsibilities of sales staff. In this process, if there is a rollover accident, we should not just use the excuse of guests' presence and friendship participation to avoid responsibility.

According to the relevant laws and regulations, the anchorperson should bear joint and several liability for selling fake products. Article 140 of the food safety law points out that if a social organization or other organization or individual recommends food to a consumer in a false advertisement or other false publicity, thus causing damage to the legitimate rights and interests of consumers, it shall bear joint and several liability with the food producers and business operators.

However, regarding the responsibility of the anchor, platform side, and merchant, Zhu danpeng, an analyst of China's food industry, said in an interview with the interface news that at present, there is no accurate division of responsibilities in the existing laws and regulations for the merchants, platforms, anchors and other live carriers, so it is difficult to confirm. However, from the perspective of product quality, businesses should bear the main responsibility, while platform and anchor are more secondary.

It is undeniable that the direct advantage of live delivery is still the price. Consumers will go where the price is cheap. In order to maintain the price advantage for a long time, we need to work hard on the supply chain, such as the flowing net red and the iron beating supply chain. However, the construction of the supply chain is not an overnight success, and Simba, which emphasizes the supply chain capacity, has overturned many times.

In essence, the business model of live delivery with goods is to profit from low prices. While businesses value the advantages of anchor traffic and meet the ultra-low price requirements of anchors, they also hope to make profits from it. As a result, products become routine and product quality problems frequently turn over.

In order to keep the data appreciable, brush volume brush single line has become a heat wave of the industry. There is a huge correlation between the flow of live broadcast with goods and the pit fee and the opening fee. Only a small amount of money is needed to purchase the traffic and single volume, which can make a huge profit. Why not do it for the live broadcast operators?

However, for businesses, after paying high pit fees, broadcast fees and commission costs, they are in vain in the end, and these false data also infringe on the interests of consumers.

Recently, iResearch released the "double 101 online shopping consumption insight report" that "platform trust" has exceeded the price and has become one of the most important factors for consumers to consider online shopping. This shows that the self-consciousness of consumers has been awakened, and reliability is more important than low price and cheap price.

Wang Hai, a professional anti-counterfeiter, once suggested that, first of all, we should refuse impulse consumption and maintain a questioning attitude towards the products in the studio; secondly, we should actively verify the main information of manufacturers, product implementation standards and production licenses; finally, we can query alternatives and identify the pros and cons of authenticity by comparing competitive product information.

At the policy level, regulatory coverage is more and more detailed. According to the code of conduct for live network marketing, which was implemented on July 1, this year, marketing entities shall not tamper with transaction data and user evaluation information by means of flow fraud such as swiping orders and speculation letters.

On November 6, the State Administration of Market Supervision issued the guiding opinions on strengthening the supervision of live network marketing activities, pointing out that it is necessary to strictly regulate the marketing activities of live network broadcasting, and investigate and deal with illegal activities of network live marketing according to law.

Shortly after the China Consumer Association's roll call, on November 23, the State Administration of radio and television issued a notice on strengthening the management of live broadcasting and e-commerce live broadcasting of online show shows, requiring the live broadcasting platform to establish business rating files for live broadcasting rooms and anchors, refine program quality ratings and illegal rating levels, and link ratings with recommendation and promotion.

For the anchor with goods chaos, the notice requires to do a good job in the anchor, especially the head anchor policy, laws and regulations and related knowledge training. For the live broadcast room and anchor who have many problems, we should take measures such as stopping recommendation, limiting the length of time, settling the bottom of the order, rectifying within a time limit, etc.; for the serious problems, we should close the live broadcasting room, put the relevant anchor into the blacklist and report to the competent department of radio and television. It is not allowed to change the "vest" or start broadcasting again after changing the platform.

For data fraud, the notice requires to focus on the management of the live broadcast room of the head, the head anchor and account number, and the live delivery activities with high traffic or high transaction volume, and strengthen the compliance inspection. It is necessary to explore the establishment of a scientific classification and classification of real-time dynamic management mechanism, set up reward, punishment and withdrawal measures, improve the ability to screen and crack down on data fraud, and play a positive role in maintaining the integrity market environment.

In addition, the notice also put forward requirements for various e-commerce theme activities. If theme e-commerce activities such as e-commerce day, e-commerce day and promotion day are held in the form of live broadcast room, live performance, live variety show and other live programs, the information of the event guests, presenters, content and equipment shall be reported to the competent radio and Television Department 14 working days in advance in accordance with the relevant provisions on the management of live broadcast service of online audio-visual programs.

For the platform with problems, the notice requires that the rectification should be completed before November 30.

Yan Zhecun, a special researcher of the e-commerce research center of Netcom, and lawyer of Beijing Yingke (Hangzhou) law firm, said that this measure is still in line with the management scope of SARFT, but the difficulty of implementation is mainly in the technical means of inspection, especially in the fixation of evidence, which requires relatively large human and material resources, especially the huge amount of live data, which is the technical means for inspection And the technical cost that needs to be invested is higher.

There are many regulatory policies for live delivery of goods, but there are still a lot of chaos. In this regard, Ding mengdan, a special researcher of Netcom e-commerce research center and a lawyer from Zhejiang Kenting law firm, said that it is difficult to implement the implementation of management requirements, such as platform self filing or third-party filing, verification and proofreading difficulties after real name registration, operation rights and regulatory obligations of small and medium-sized platforms The law enforcement of punishing illegal acts and omission is small, the applicable laws and regulations are still limited, the supervision and punishment are weak, and the jurisdiction and authority of administrative organs need to be clarified; We should strengthen the requirements for the platform to fulfill the strong regulatory obligations, and ignore the requirements for the anchor staff, especially the anchor service agencies. For example, MCN institutions are required to carry out standardized training, qualification threshold, improve the anchor threshold, dynamic management and verification of personnel identity in live broadcast.

However, it can be predicted that the era of savage growth of the live with goods industry has passed. With the continuous refinement of legal supervision, the live delivery industry will also enter into the normal development. With the help of demand growth and technological innovation, live delivery with goods will also evolve towards a richer direction.