The soaring complaint should set rules for the live broadcast
Our reporter She Ying
With the increasing popularity of live streaming, the problem is gradually exposed.
According to data released by the State Administration of Market Supervision a few days ago, in the first three quarters, the 12315 platform across the country received a total of 21,900 complaints and reports related to live broadcast, an increase of 479.60% year-on-year. Among them, complaints about live broadcasts accounted for nearly 60%.
The top five companies in the number of complaints and reports related to live broadcasts are all head e-commerce platforms and short video platforms, accounting for 11.81% of the total live broadcast requests.
The number of complaints about live delivery of goods has soared, on the one hand because the volume of live delivery of goods has reached a considerable scale.
According to data from the Ministry of Commerce, in the first half of the year, the number of live broadcasts of e-commerce nationwide exceeded 10 million, and the number of participants exceeded 50 billion.
Some reports predict that in 2020, the overall scale of live e-commerce is expected to reach 1.05 trillion yuan, and the penetration rate (the proportion of live e-commerce in all e-commerce transactions) will reach 8.6%.
On the other hand, compared with the rapid growth of live e-commerce, existing regulatory measures have not fully kept up.
In March this year, a survey report released by the China Consumers Association showed that "worries about product quality is not guaranteed" and "worries about after-sales problems" are the two main concerns of consumers, and 37.3% of consumers have encountered consumption during live shopping. problem.
At present, the Advertising Law, the Consumer Rights Protection Law, the Interim Measures for the Administration of Internet Advertising and the E-commerce Law implemented in 2019 all involve the responsibilities and obligations of operators in online transactions, but are specific to live e-commerce In the industry, there are still many weak links in the definition of responsibilities and the applicability of standards between relevant platforms, operators and anchors. Especially in the implementation of safeguarding consumers' legitimate rights and interests, it is necessary to further clarify.
The State Administration of Market Supervision recently drafted the "Measures for the Supervision and Administration of Online Transactions (Draft for Solicitation of Comments)" on the basis of the amendments to the "Measures for the Administration of Online Transactions," and began to solicit opinions from the public on October 20.
It is understood that the new regulatory measures revised by the State Administration of Market Supervision are just the beginning, and other relevant departments will also strengthen their regulatory responsibilities, do a good job of pre-, during, and post-event supervision coverage, and guide the healthy and orderly development of the live e-commerce industry.
The above-mentioned consultation draft clarifies that if other online service providers such as online social networking, webcasting, etc. provide operators with operating space and provide support services related to the completion of transactions, they shall perform online trading platform operations in accordance with the law in terms of operator qualification review. Responsibility.
Online trading operators who carry out online trading activities through other online services such as online social networking, webcasting, etc., refer to the relevant provisions of these Measures regarding operators on the platform...
As a key role of live e-commerce shopping, the anchors have undertaken the sales tasks of the operators and directly promoted to consumers through the Internet. Some anchors themselves also participate in the business activities of the enterprise.
Therefore, it is necessary to strengthen the management and regulation of the anchor group.
Experts believe that, on the one hand, relevant departments and platforms should focus on strengthening the quality management of anchors, do a good job in the registration and verification of the background information of the anchors, and strengthen the professionalism and normative awareness of network anchors through systematic training and guidance and standardized evaluation mechanisms.
Establish necessary credit rating, rewards and punishment mechanisms, and manage and restrain the anchor crowd.
On the other hand, the anchor groups themselves should cherish brand power and influence when carrying out live broadcasts and related business activities.
At the same time, we must fully understand the legal responsibilities and risks that we must bear as anchors and operators. While guiding consumers to actively shop, we must also pay attention to the after-sales service demands of consumers, especially the demands of rights protection. We must not just be popular and not take responsibility. .
She Ying