Behind The False Prosperity Of Online Celebrity Live Broadcast With Goods

Everyone in the industry, today, World Service Online Ao'ao will talk to you about: Behind the false prosperity of online celebrity live streaming goods, there are many problems and challenges, and the reasons behind some little known phenomena, such as hiring water army and making false data. The popularity of live streaming goods is often measured by the number of viewers and interactive data. However, These data may include a large number of water soldiers, who artificially create a false atmosphere of popularity by simulating the online behavior of real users. It is reported that some live broadcast rooms seem to be hot, but in fact 30 people are online, 28 of whom may be water soldiers. This phenomenon has seriously misled consumers and damaged the credibility of the live streaming industry.

In addition, driven by the commercial interests of businesses, both anchors and businesses hope to gain commercial interests through live streaming. Therefore, some anchors may hire a water army to increase the popularity of the live broadcast room, while businesses may disguise sales data by means of brush volume, paint powder and other means to obtain more consumers' attention, This false prosperity driven by commercial interests not only damages the rights and interests of consumers, but also disturbs the market order.

What's more, the platform pretends to be ignorant of the past. In addition to the deficiencies in industry supervision, there are still deficiencies in the supervision of the live broadcast cargo industry. Although the relevant departments have introduced some policies and measures, some anchors and businesses still use regulatory loopholes to conduct false publicity and data injection. The lack of industry supervision has made the competition in the live broadcast cargo industry disorderly. Some bad businesses and anchors have gained benefits through improper means, which has exacerbated the phenomenon of false prosperity.

Online celebrities, misleading platforms and other strong visual impact lead to consumer cognitive bias when shopping, which is often affected by the popularity of the live broadcast room and interactive data. However, because these data may be false, consumers' shopping decisions may be misled, Some consumers may rely too much on the data and evaluation of the live broadcast room, while ignoring the actual quality and cost performance of the products. This cognitive bias also aggravates the false prosperity of live broadcast with goods.

　　 Fictitious data is not the inventory with serious profits, but actually a loss:

Another important factor behind the false prosperity of online celebrity live broadcast with goods,

In addition to the above-mentioned phenomena, false publicity and data injection, unfair competition, and predatory pricing of the head anchors, there is also a phenomenon that can not be ignored, which is the overstock of inventory caused by serious returns, and the data with good books is not equal to profits.

In the online celebrity live broadcast with goods, due to the anchor's recommendation and display, many consumers will have an impulse to buy in a short time, resulting in rapid growth in the sales of goods in a short time. However, due to the special nature of live broadcast with goods, consumers often can only understand the product through the description and display of the anchor, and can not directly experience or try it. This has led many consumers to find that the goods are not consistent with the anchor's description after receiving the goods, or the products have quality problems, resulting in the demand for return or replacement.

When the quantity of goods returned and replaced reaches a certain scale, it will bring serious inventory backlog problems to merchants. These overstocked inventories not only occupy the funds and storage space of merchants, but also may lead to product expiration, damage or depreciation. In order to deal with these overstocked inventories, businesses need to invest more human, material and financial resources, which further aggravates the business pressure of businesses.

In addition, serious return and replacement of goods may also reduce consumers' trust in live delivery. When consumers find that the products they buy have quality problems or are not consistent with the anchor's description, they may have doubts and dissatisfaction with the anchor and the whole live broadcast cargo industry. This will not only damage the reputation of anchors and businesses, but also affect the healthy development of the entire industry.

Summarize the above factors, then what impact and impact does the online celebrity live broadcast with goods have on the real economy, The popularity of online celebrity live broadcast with goods has made some traditional physical stores face difficulties. Due to the predatory pricing of the head anchor's traffic, the brand side needs to pay high "pit fees" and commissions to the anchor, resulting in a serious squeeze on the real economy, which is mainly caused by monopoly and false publicity. If we continue to allow this trend to develop, it may further aggravate the contraction of the real economy, which is not conducive to the sustainable development of the overall economy.

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