China News Service Client Beijing, June 23 (Reporter Wu Tao) In 2019, China's live broadcast e-commerce market reached 433.8 billion yuan. Some organizations predict that the scale of live broadcast e-commerce will exceed 900 billion yuan in 2020.
A reporter's investigation found that there are no shortage of good commodities with good quality and low price in the large-scale live broadcast market with nearly one trillion yuan. However, some live broadcasts rely on improper means to create a false prosperity, hide hidden brush list, and the goods are sub-optimal.
Data map. (The picture has nothing to do with it) Photo by Chen Jimin, a reporter from China News Service
It is a common practice to brush the bill, "Sales are not over 100 million, so I am embarrassed to send a report"
According to the latest data from CNNIC, as of March 2020, the number of e-commerce live broadcast users reached 265 million, accounting for 37.2% of online shopping users and 47.3% of live broadcast users. It can be seen from this that live streaming has become an area that cannot be ignored in corporate competition.
However, it was soon discovered that the live broadcast brought goods "deep water".
"Severe billing is serious." Some netizens spit out, "Now the live broadcasts are not worth more than 100 million. You are embarrassed to send a war report." There are also analysis, "Now that doing e-commerce live broadcasting is to find death, otherwise do not wait for death."
"Swapping orders has become an open secret in the industry." Some media reported that a merchant spent 250,000 yuan to find a live broadcast pit, and finally ended up selling 50 orders. The next day there was a partial refund.
A reporter from ChinaNews found that most businesses are currently reluctant to discuss billing publicly, and some have closed sales with unlisted live broadcasts. But there are also businesses that are reluctant to bear the consequences.
For example, in mid-June, Hangzhou Ziyi Culture Media Co., Ltd. sent a letter requesting Hangzhou Park Run Culture Communication Co., Ltd. to return the 200,000 yuan pit fee and compensate all losses, because it was found that the company and the anchor had a billing act.
Hangzhou Yiyi Culture said that due to the malicious billing of Hangzhou Park Run Culture, not only failed to complete the sales requirements, but also appeared a large number of refunds the next day after the broadcast began. It also caused the brand store to be recognized as a false transaction by the Taobao platform and was subject to power reduction and A penalty of 12 points is deducted.
Screen capture of the brushing platform.
According to a survey conducted by a reporter from ChinaNews.com, there are currently many channels for brushing orders on the market. A reporter latently discovered in a QQ group that swipes, "popularity, recommendation, popularity" can be brushed.
"The price of these lists is clearly marked, and the price of different services is different." For example, the live broadcast increases the number of viewers, 15 yuan 100 popularity (online viewing); 16 yuan attracts 10 fans. In this way, the number of online viewers is only 0.15 yuan.
Some brushing channels are still very "smart", and all have self-service ordering platforms. Users can choose different services according to their needs. The platform also "warm" prompts, "orders can only be placed after the live broadcast begins." Solve the problems encountered.
The product is difficult to guarantee quality, Luo Yonghao, Li Jiaqi, Wei Ya have all overturned the car
It's not just about swiping bills to drive popularity, and then inducing consumers to come to buy. There are still a lot of scumbags in live broadcasts. It is not uncommon for people to be subordinated to good ones, small ones to big ones, avoid heavy ones, and even suspected false propaganda.
A reporter from Chinanews.com recently found on multiple live broadcast platforms that some netizens left a message saying, "It looks pretty fresh during the live broadcast, but some of the oysters sent are stinky." "The fruits are too hard to bite." Now, buy a lesson and never buy it again."
Even, there are many online celebrities and big V with live goods. For example, Luo Yonghao listed the "Take a Time" rose in a live broadcast before "520" this year. As a result, many consumers reported that when the gift box was received, the petals had already snarled and rotted. Finally Luo Yonghao apologized.
Wei Ya recently brought goods to help fruit farmers in Xishuangbanna sell slow-selling fruits, but some consumers report that "most of the bad fruits are rotten, and more than half are rotten fruits." "All the fruits are rotten. This time it is really considered to help farmers. Now."
In addition to the well-known "non-stick pan overturning incident", Li Jiaqi said in a live broadcast that he promoted a 23-year-old shop that sold Yangcheng Lake hairy crabs. However, it was later exposed that it was not Yangcheng Lake hairy crab, and the delivery location was wrong. Li Jiaqi Studio finally issued a statement to apologize.
Wang Gang, deputy director of China's first expert committee for the formulation of live streaming standards led by the China Chamber of Commerce and Industry, said that exaggeration, too many fakes, and mixed dragons are the main problems that netizens criticize for live streaming. It is understood that the standard is expected to be released in July.
Data map: The anchor sells goods through online live broadcast in the store. (The picture has nothing to do with it) Photo by Han Suyuan, a reporter from China News Service
Who will be held responsible? Nearly half of people believe that the platform, anchor and merchants share the responsibility
If there is a quality problem with live streaming, who will be responsible? This is also the most concerned issue of consumers at present.
According to Wang Gang, the data shows that 37.3% of consumers surveyed have encountered consumption problems in live shopping. Consumers’ main concerns for refusing live broadcast shopping are “worries about the lack of guarantee of product quality” and “after-sales issues”, which account for 60.5% and 44.8%, respectively.
According to a survey report on live streaming goods released by the Beijing Consumers Association, 49.12% of the respondents believe that platforms, anchors and merchants should all be responsible for live streaming goods, and each bears corresponding responsibilities.
However, the reporter observed that most live broadcast platforms are not responsible. For example, in the "User Agreement" of a "authorized shop" of a live broadcast platform, except for the products that are clearly marked as "self-operated", all other products are third-party merchants' merchandise, sales of goods, invoicing, delivery and after-sales service They are provided by the merchants who purchased the products. The platform does not assume the above obligations.
Consumers who frequent online shopping told reporters from ChinaNews.com, "These anchors are very'chicken thieves.' They usually send short videos to lead the stream, and then do live broadcasts regularly. When they find that all of the short videos are complaints, they This small video will be deleted, and the complaints will disappear; and the live broadcast will disappear after the end of the broadcast, there is nowhere to complain."
According to the above report of the Beijing Consumers’ Association, over 60% of the respondents choose to seek rights protection from platforms if more than 40% of the respondents choose to seek rights protection from platforms, and about 30% choose to seek rights protection from anchors. Complaint to the relevant department, and a few interviewees chose to sue to the court or simply admitted to be unlucky.
What do you do with these situations, will you think you are out of luck? (Finish)