Exaggerated and false propaganda, the quality of the products is uneven, and there are problems in protecting rights ...
More than 30% of consumers encounter problems behind the live shopping boom
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Recently, the live broadcast e-commerce industry has risen against the trend, and more and more consumers are gradually accepting live broadcast e-commerce. However, many problems with live streaming shopping on e-commerce cannot be ignored, such as popular fraud, comment fraud, induced transactions, false transactions, and private transactions that circumvent security supervision. The China Consumers Association recommends strengthening the management and standardization of the anchor group.
During the epidemic prevention and control period, the e-commerce live broadcast industry went up against the trend, and some merchants' attitudes towards live broadcast also changed. Large shopping malls such as Intime Department Store also began to move products online.
The "Consumer Satisfaction Survey of Live E-commerce Shopping" released by the China Consumers Association in Beijing today shows that more and more consumers are able to accept live e-commerce, but many problems with live e-commerce shopping cannot be ignored. The survey shows that 37.3% of the consumers surveyed have encountered consumption problems in live shopping. For example, consumers are susceptible to impulse shopping due to the influence of live broadcast atmosphere; due to asymmetric information, consumers are misled by exaggerated publicity or false information, buying counterfeit goods and "three-none" products.
Consumers value the price
In this survey, the China Consumers Association divided live e-commerce into two categories: one is the traditional e-commerce platform to open live broadcast areas, such as Jingdong live broadcast, Taobao live broadcast, etc .; the other is fast-handed, Douyu and other entertainment social live broadcast E-commerce business was added to the platform.
Surveys show that 68.5% of consumers use Taobao Live, leading the way.
The survey also shows that consumers have a clear overall goal of purchasing products through live broadcast. 52.5% of consumers surveyed stated that they are semi-clear shopping targets during live broadcast shopping, and targeted by “shopping + search”. Only 15.5% of respondents They said they have no clear shopping goals. From the perspective of shopping frequency and preferences, more than half of the consumers surveyed make purchases once a month or more; most of the products they buy are concentrated in clothing, daily necessities, food, beauty and other categories.
As for the reasons for conversion to shopping by watching the live broadcast, the survey shows that the main reason that can attract consumers to decide shopping is the price / performance ratio of the product itself and the degree of price concessions.
There is still much room for improvement in consumer satisfaction
From the perspective of consumer satisfaction, the respondents ’overall perceived satisfaction with the status of the live e-commerce industry is 79.2 points, and the overall satisfaction with the shopping experience is 81.9 points. Consumer recognition and satisfaction are generally good, but there are still Large room for improvement.
From the perspective of consumer satisfaction evaluations on various platforms, Taobao Live Broadcast, Tmall Live, and JD.com ’s traditional live streaming e-commerce shopping satisfaction rankings are relatively high, all above 80 points; Mushroom Street and Quick Hand Live Shopping shopping satisfaction The ranking is relatively middle; the satisfaction score and ranking of platforms such as Douyu and Huya are relatively low.
From the survey data, "worrying about the quality of goods is not guaranteed" and "worrying about after-sales problems" are the two major concerns of consumers. Although many consumers choose live streaming e-commerce because they value the cost-effectiveness of the product and price concessions, some consumers do not like live streaming e-commerce shopping. They are mainly worried about the lack of guarantee of product quality and after-sales issues, accounting for 60.5% and 44.8% respectively. .
Existing issues such as false propaganda and difficulty in defending rights
Judging from the nature of the current problems in the live e-commerce sales of merchandise, the anchors exaggerated and falsely promoted, and links that could not explain the characteristics of the merchandise were sold in the live room. These two points were mentioned more often. Comparing the various live broadcast platforms with the problem behaviors, there are relatively many inconsistencies between the products promoted in the live room of the Kuaishou platform and the shopping cart link, and the situation of advertising limit words appearing during the live broadcast of the mushroom street platform is more obvious.
In addition, "too many fakes", "fish and dragon mixed" and "goods are not on the right board" are consumers' centralized feedback on product quality. When problems arise, problems such as finding a customer service or operator, and finding no evidence for consumer rights exist.
From the perspective of the payment channels and methods of live e-commerce, traditional live e-commerce platforms have more direct transactions within the platform, and most social live e-commerce platforms need to jump to third-party platforms for payment transactions. It is worth noting that there have been cases where anchors guide consumers to bypass the platform for private transactions in various live e-commerce platforms, which poses a greater risk.
It is necessary to strengthen the management of the anchor group
In response to some problems with live shopping, the relevant person in charge of the China Consumers Association said that it is necessary to strengthen the management and standardization of the anchor group. Relevant departments and platforms should focus on strengthening the quality management of anchor personnel, do a good job of registering and checking the background information of the anchor crowd, and strengthen the professionalism and standardization awareness of network anchors through systematic training guidance and standardized assessment mechanism. The anchor group itself must fully understand the legal responsibilities that the anchor and the operators themselves must bear, and they must not just be popular and not liable.
In addition, relevant platforms and operators should strengthen content ecological governance. Whether it is publishing short videos, long videos, or live broadcasts, they should do a good job of checking and checking, and strictly investigate and deal with various types of popular counterfeiting, comment counterfeiting, Acts such as counterfeiting of product information; severely cracking down on all kinds of private transactions that induce transactions, false transactions, and circumvent security supervision; continue to improve consumer legal rights protection mechanisms, take consumer demand as the guidance, and earnestly fulfill service commitments China and after-sales service standards and service guarantees.
"The live-streaming e-commerce platform with outstanding performance and strong consumer feedback will conduct timely interviews to urge the rectification of the problem and effectively protect the legitimate rights and interests of consumers." The relevant person in charge of the China Consumers Association said. (Beijing, March 31, by this newspaper)
Yang Zhaokui