Live delivery data "water injection" 30,000 likes and 5 yuan to buy
Live streaming has gradually become a way to influence consumers' online shopping.
However, issues such as fake live streaming and price fraud have also aroused concern.
The reporter's investigation found that data such as the number of live broadcasts in the live broadcast room and the number of fans' likes and interactions can be "swiped" with money.
Recently, the National Cyberspace Administration of China issued an opinion draft, prohibiting acts such as falsification of live data traffic and false propaganda.
Live streaming has become a popular outlet nowadays, and this "Double 11" has become one of the main forces creating sales.
However, rights protection disputes caused by falsification of live streaming data, price fraud, and high return rates are also endless.
A reporter from the Workers’ Daily found that there is a black industry chain behind the live streaming market that can be used to scrub data. You can spend money to “swipe” the sales volume, increase the number of viewers, interactive comments, and likes.
100 yuan to buy "one-stop package"
Recently, a well-known host was exposed to a refund rate of over 70% during a live broadcast, causing concern.
According to media reports, at the end of a live broadcast by a popular talk show actor during the "Double 11" period, less than 110,000 of the 3.11 million viewers actually existed. And most of the "fan" comments that interacted with the actor in the comment area were "brushed" by the machine.
During the interview, many consumers affirmed the convenience of live-streaming consumption, but also raised doubts about the product quality and the authenticity of the data in the live-streaming room, believing that live-streaming exaggerated the effectiveness of some products.
On an e-commerce platform, a reporter from "Workers Daily" searched for relevant content using the keyword "live swiping" and found that the content had been blocked, but it was still able to search after being transformed into keywords such as "live streaming number" and "live streaming artifact" Go to the single shop.
The store pages of these merchants do not introduce too much. Some only use one sentence "E-commerce business can be handled" for a brief introduction. For details, please add WeChat consultation.
The reporter contacted a merchant on the grounds that he needed to broadcast the goods to increase fans.
The store’s customer service replied: 50 yuan for 100 people, "one-stop package" for 100 people + snacks (likes) + interaction + full cooperation, 100 yuan.
The customer service also told reporters that 5 yuan can buy 30,000 likes.
The reporter found that those accounts that purchased can be clicked to shop, but the system judged that they were “going shopping” when the order was not actually placed, giving the viewers who really wanted to shop in the live broadcast room the illusion of “hot sales”.
In addition, in some QQ groups and WeChat groups, there are businesses that organize live fans to scan data on live broadcasts. Fans can be paid after they enter the live broadcast room and watch for a few minutes.
"Many anchors have come down for several live broadcasts, and the number of viewers is just a few million or even tens of millions. The data in it is too strong." A sales manager of an e-commerce platform told reporters.
Wang Xiaoming, a lawyer from Beijing Deheheng Law Firm, told a reporter from Workers' Daily that my country currently has insufficient legal supervision on the falsification of live data and the cost of falsification is low.
At the same time, merchants, flow agencies, and e-commerce platforms belong to different regions, and cross-regional management and enforcement by market supervision and other departments will have certain difficulties.
Merchants have also become victims of "bubble data"
The reporter learned that not only consumers are infringed on live broadcast data fraud, but some businesses have also become victims.
For merchants, the return rate of live products with goods is relatively high, including product costs, operating costs, logistics costs, plus the "pit fee" of hundreds of thousands of yuan and hundreds of thousands of yuan (specified anchors require Paid)", I can only lose money.
But the anchors can take the "bubble data" to pick up the live broadcast of the next business.
Lawyer Wang Xiaoming told reporters that in the current situation of increasingly fierce competition in the live delivery market, businesses are looking for popular anchors with influence and delivery capabilities, and influential anchors with delivery have become a "seller's market."
"Anchors tend to be more attentive to cooperation with big brands. If it is a small company or a small brand, their anchors will devote less resources." A salesperson of a foreign facial mask brand told reporters, "Once they fall into their false data In the pit, it is difficult for businesses to win back the corresponding rights."
The reporter learned that in addition to anchors who have the right to speak in the field of live broadcasting, they will charge a high "pit fee". In terms of sales volume, merchants also need to draw a commission for the anchor.
In this way, for some products that are not selling well, the live broadcasts made by merchants may often lose money.
In August this year, the State Council Information Office held a press conference on the consumer poverty alleviation actions.
At the press conference, Hong Tianyun, deputy director of the Office of the Leading Group for Poverty Alleviation and Development of the State Council, criticized the phenomenon of inviting celebrities to carry goods live in some poverty-stricken areas: "At present, we have found that a few areas invite famous celebrities. It’s not directly proportional to the effect of live streaming."
Good development with goods requires clarification of the rights and responsibilities of all parties
According to the "Statistical Report on China's Internet Development Status" released by the China Internet Network Information Center, as of June this year, the number of e-commerce live broadcast users in my country was 309 million.
In the first half of this year alone, domestic e-commerce live broadcasts exceeded 10 million, and the number of active anchors exceeded 400,000.
Industry insiders believe that the scale of the live broadcast e-commerce industry is still not saturated, and it is expected that it will maintain a relatively high growth trend in the next two years. It is time to regulate the data fraud problems caused by this.
On November 13, the National Internet Information Office and relevant departments drafted the "Regulations on the Management of Internet Live Marketing Information Content Services (Draft for Soliciting Comments)" (hereinafter referred to as the "Draft for Comments") to solicit public opinions.
It pointed out that live broadcast room operators and live broadcast marketers engaged in Internet live broadcast marketing information content services must not falsify or falsify data traffic such as attention, page views, likes, and transactions.
Chen Zhongyun, a professor at China University of Political Science and Law, believes that it is very necessary to legislate on live streaming.
He believes that the "Draft of Opinions" is very timely. It not only puts forward requirements for the anchor, but also clarifies its responsibilities for the live broadcast platform.
"Only by clarifying the rights and responsibilities of all parties and increasing the supervision and punishment of illegal activities can we promote the sound development of the live streaming industry."
In fact, the "Code of Conduct for Online Live Marketing Activities" officially implemented in July of this year has stipulated the situation of the industry of live broadcast delivery of orders and false propaganda.
The regulations point out that live webcast marketing entities must not use falsification methods such as order-sweeping and letter speculation to falsify or tamper with transaction data and user reviews, and must not conduct false or misleading commercial publicity to deceive or mislead consumers.
Industry insiders remind consumers that when shopping live, they should be cautious of the various data in the live broadcast and the sales and use effects claimed by the anchor, carefully screen and consider before buying, and at the same time retain the shopping vouchers to facilitate future rights protection.
For businesses, live broadcasts do not rely solely on anchors to generate huge transactions. In the final analysis, it depends on brand influence and product quality.
High-quality live broadcasts should achieve a win-win situation for brand reputation and sales.