Xinhua News Agency, Tianjin, July 30 (Reporter Guo Fangda and Yin Siyuan) Since this month, the "Code of Conduct for Online Live Marketing" issued by the China Advertising Association has been officially implemented. Due to the growing popularity of e-commerce live broadcasts, this specification has attracted widespread attention once it was released. .

　　From the initial show to the current delivery, the boom in the live broadcast industry is gratifying, but the status quo such as false traffic being the top ten and the "meshed" of goods Li Kui and Li ghosts has constantly reminded practitioners: Is the spring of e-commerce live broadcast really coming? ?

Savage growth industry "weeds" sprout

　　Millions, tens of millions, billions...E-commerce live broadcasts continue to refresh the sales list, and the rapid realization has led to a large number of visitors. However, behind the carnival, the problems caused by barbaric growth are unavoidable.

　　——Empty Glove White Wolf, "pit fee" becomes "pit fee" in seconds. In order for the products to be displayed in the live broadcast room, merchants often need to pay the anchor "pit fee" in advance. Depending on the amount of the anchor's traffic, the price ranges from several thousand to hundreds of thousands of yuan.

　　Li Shan, who has been engaged in the live broadcast industry for nearly ten years, runs an MCN (multi-channel network service) organization in Tianjin. She told reporters that in order to complete the cooperation agreement with merchants, some anchors and agencies will swipe a large number of orders during the live broadcast, which creates the illusion of hot sales of goods. After completing the set sales and the merchants paying service fees, they will arrange for refunds of the goods. Put the "pit fee" and service fee into the bag to realize the empty glove white wolf.

　　There are even media reports that some anchors and agencies have no ability to bring goods, but they have signed high-return contracts with merchants and used the prepaid fees to start a financial loan business.

　　——Li Kui fights Li Gui, and it is difficult to practice "hot eyes and golden eyes" across the screen. "I looked at the live broadcast full of canned prawns. After I got it, I thought I bought dried shrimps." Li Yiwei, a Tianjin citizen, bought a can of braised prawns in a live broadcast on a short video platform. You can feast on it, and only after opening the can did you find that the size and quantity of the shrimp are not as good as those shown in the live broadcast.

　　Similar situations are not uncommon on many live broadcast platforms. Li Shan said that it is difficult for consumers to confirm the true quality of goods through the screen. Many inferior products are "one-off purchases". They take money and run away, even if consumers want to refund their rights. , Often can not find a way.

　　According to the "618" consumer rights protection public opinion analysis report released by the China Consumers Association, during the "618" period, consumers had more than 110,000 complaints about live broadcasts. Among them, consumers have the strongest response to some anchors who are suspected of over-promoting product efficacy, using live broadcasts to peddle "three noes" products, and counterfeit and shoddy goods.

　　——Rely on "blowing" in many ways, and data fraud has become commonplace. "The number of pageviews is as high as one million, but the number of shop visits is almost zero." A business posted on Weibo denounced the fictitious traffic data of e-commerce live broadcasts. Some netizens said that some of the good-looking data is because the channel business transfers all the offline delivery to the online live delivery, and then uses some data companies to brush the order, "Dare you announce the return rate and squeeze the water?"

　　In order to avoid supervision, the merchants who are doing the order-swiping business call it "data service" and "data optimization". Reporters used these keywords to search social media platforms and found many related groups. After entering, the merchants took the initiative to contact them, blatantly carrying out data sales services. From comments to likes, from browsing to interaction, there are many different packages. Merchants said that as long as there is a need, they can produce any kind of live data.

Data is red, it is hard to hide the hot and cold sides

　　From the data alone, e-commerce live broadcast has undoubtedly entered an explosive growth period. Related industry reports show that by the end of 2020, the number of users in the live broadcast industry is expected to exceed 600 million. In 2020, the sales of live broadcast e-commerce is expected to reach 961 billion yuan. According to statistics from the Ministry of Commerce, in the first quarter of this year, my country's e-commerce live broadcasts exceeded 4 million.

　　With the rise of e-commerce live broadcasting in recent years, the live broadcasting industry has gradually become divided. Different from the previous show live broadcasts, which mainly displayed talent shows and e-sports, the powerful realizing ability of e-commerce live broadcasts quickly became the new darling of major platforms, and various capitals quickly entered the "staking enclosure" mode.

　　Luo Tao, the head of a media company in Jiangxi with more than 200 resident anchors and thousands of contracted online anchors, told reporters that it took only two or three years for the company to grow from the beginning of its business to its current scale; the turnover is also From the initial nearly zero, it quickly climbed to the ten million yuan level.

　　Luo Tao is full of confidence in the future of the industry. He told reporters that he plans to open more than ten branches across the country and is already preparing for related work.

　　"The epidemic has accelerated e-commerce live broadcasting to the fore." Luo Tao believes that the epidemic has largely affected people's consumption habits, and e-commerce live broadcasting will also become an important part of the e-commerce field.

　　The heat is soaring, but many anchors have a hard time. Liu Ting, who has been in the live broadcast industry for more than two years, told reporters that most of the small and medium-sized anchors are affiliated with some informal enterprises or labor unions, and the minimum salary is extremely low, and there is no guarantee such as five social insurances and one housing fund. Once a dispute arises, it is difficult to maintain justice. rights and interests.

　　"Whether it's chaos or high income, it's mainly about top anchors and institutions. There are many small anchors who can't stick to it in a few months or half a year, and the industry turnover rate is very high." Liu Ting said.

　　At the same time, practitioners have encountered certain difficulties in terms of recognition. "On the one hand, many people use concepts such as'net celebrity' to call anchors, thinking that this is not a legitimate profession. On the other hand, there are many young people who want to enter the industry and make quick money." Luo Tao said that this kind of separation is often It comes from the public's perception of the industry.

　　The industry itself faces challenges in attracting talents. In order to fill the vacancy, in the early stage, some e-commerce anchors were transformed from other types of anchors and content creators on social media platforms or took part-time jobs. Industry insiders said that nowadays, those who have sales work experience, economic and trade knowledge, data and market analysis capabilities are the short-term talents of the e-commerce live broadcast team, but there are very few who really meet the conditions.

The establishment and implementation of norms still need to "step on the accelerator to accelerate"

　　In May of this year, the Media Shopping Professional Committee of the China Chamber of Commerce drafted and formulated the live shopping industry group standard "Basic Standards for Live Video Shopping Operations and Services (Draft for Solicitation of Comments)", and solicited public opinions. On July 1, the "Code of Conduct for Online Live Marketing" issued by the China Advertising Association was officially implemented.

　　The "Specifications" pointed out that the marketing data provided by the anchors to merchants, webcasting marketing platforms, etc. should be true, and no form of data fraud such as traffic should be used in any form. Fake purchases and post-returns should not be used to defraud merchants of commissions. Commercial advertisements published in marketing shall strictly abide by the provisions of the "Advertising Law of the People's Republic of China". In addition, the "Specifications" also make corresponding requirements for other participants such as webcast marketing platforms, merchants, and MCN in terms of operating qualifications, transaction order, and privacy information protection.

　　Although the above-mentioned regulations are not mandatory, industry insiders and consumers still have expectations for this, hoping that through the formulation of industry standards, the current extensively developed industry will gradually move on track.

　　Ouyang Aihui, an associate professor at the School of Economics, Management and Law of Nanhua University, said that due to the impact of the epidemic and consumption upgrades, since the first half of 2020, live streaming has become a powerful means for various industries to promote the resumption of work and production and expand sales channels. The formulation and Implementation requires "step on the accelerator to accelerate."

　　Industry insiders suggest that because supervision is often lagging, the regulated industry should take the lead in starting from the platform, strengthen technology tilt, and focus on traffic fraud and product quality issues that consumers and merchants have reported, and strengthen traffic monitoring and technical support for product traceability. , Provide protection for consumers and practitioners, and put the reins on the "fast-running horse as soon as possible."

　　As a practitioner, Li Shan believes that live broadcast, as an instant media, has the characteristics of strong dissemination and immutability, and the occurrence of illegal activities such as consumer fraud may cause serious social impact. It is recommended that the regulatory authorities establish a database of practitioners and conduct regular industry policy explanations and supervision to reduce the possibility of risks from the source. (Some interviewers are pseudonyms)