[Explanation] In 2020, the industry of live e-commerce will rise rapidly, from the popularity of anchors such as Li Jiaqi and Wei Ya, to the addition of celebrities such as Yang Mi, to the influx of entrepreneurs such as Luo Yonghao and Dong Mingzhu, and cities from all over the world.
Live delivery of goods has become a popular way of selling goods nowadays, and its cheap and low-price promotional efforts have also become an important shopping window for people’s homes under the epidemic, but the subsequent e-commerce rollovers, product quality disputes and other chaos Also showed up.
[Concurrent] People in Beijing:
I bought it, but I think the price is more appropriate anyway, it will be 30% cheaper.
People in Beijing: Yes, because sometimes I feel comfortable watching Li Jiaqi's live broadcast. The atmosphere of the live broadcast room will arouse my desire to buy when he introduces those things.
People in Beijing: I usually watch it, but I haven't bought it.
People in Beijing: No (bought it), (why) it's not so reliable even if you think it might be in the live broadcast room.
People in Beijing: I don't like that way. Those things are done by some celebrities and some traffic. I don't believe it.
[Explanation] On the one hand, live broadcast e-commerce has improved the convenience of people's lives and brought benefits; but there are also a series of problems such as worrying product quality.
According to statistics from the China Consumers Association, during the "Double 11" promotion period (October 20-November 15), a total of more than 330,000 pieces of negative information related to "live delivery with goods" were collected.
The "slots" are mainly concentrated in the aspects of suspected fraudulent order fraud, low after-sales service satisfaction and poor experience.
[Concurrent] People in Beijing
I bought that sanitary napkin once, because I had to take two copies when I took it, so I took one copy (wrongly). Later I went to apply for it and he said that it can only be shipped by one copy, and then I returned it.
[Concurrent] People in Beijing
For example, buy an orange. The orange he showed you may be particularly full and good in color, but the one you receive may be small and not very tasty.
Especially the kind of fruits and fresh food may be more difficult to control.
If you encounter an anchor that sells unevenly, (the platform) should be able to limit the current, don't let them go to have more victims of this kind.
[Explanation] The reporter found that in 2020, events such as Internet celebrity anchors, celebrities overturning cars with goods, and worrying quality of live products have repeatedly made headlines in the news.
In March, Internet celebrity Mu Yalan said that the recommended products won the Nobel Prize in Cosmetics and were listed on the hot search.
In April, Luo Yonghao's live broadcast of the crayfish recommended by the live broadcast caused heated discussions due to quality issues such as inedible bags due to bag expansion.
In November, Wang Han was complained by merchants that the data in the live broadcast was too watery and maliciously swiped orders.
Faced with the endless live broadcast chaos, the State Administration of Radio and Television issued the "Notice of the State Administration of Radio and Television on Strengthening the Management of Online Show Live and E-commerce Live Broadcasting". Lawyers believe that the release of the "Notice" regulates the e-commerce live broadcast industry , It will be possible to implement relevant regulations in the future.
[Concurrent] Xiong Chao, practicing lawyer of Jingshi Law Firm
There is an access system for e-commerce live broadcasts. There are some qualification reviews and real-name certifications for access. In fact, some so-called celebrities have already excluded the practice of freely broadcasting live broadcasts.
In other words, you are a celebrity and a well-known person, and you must also do some filing and review if you want to engage in this kind of live streaming.
The effectiveness of the "Notice" is mainly from the perspective of industry self-regulation, that is, self-discipline.
The promulgation of the "Notice" may trigger the refinement and promulgation of relevant laws and regulations in the future.
[Explanation] It is pointed out in the "Notice" that e-commerce live broadcast platforms should focus on the management of the head live room, head host and account number, high-traffic or high-transaction live delivery activities, strengthen compliance checks, and explore the establishment of scientific classifications Hierarchical real-time dynamic management mechanism.
Emphasizes the supervision responsibility of the live broadcast platform for the anchor and the live broadcast room.
[Concurrent] Wang Ying, Head of Governance of Kuaishou E-commerce User Experience Platform
We are aiming at the emergence of all new regulations, we will have some of this new management measures, new product features such as Xiaodian star rating.
Through the logistics product customer service of this store and its after-sales service, we calculated some scores from four aspects, and then used them as a reference for all consumers.
Then during the live broadcast, you may receive a small questionnaire. The questionnaire will prompt you whether you think there is a description of false propaganda or hype in the live broadcast room.
From the after-sales protection.
We also start from the direction of logistics service, product quality and so on.
For example, we use the return rate or some other indicators, and we do comprehensive data monitoring.
When we find some low-quality e-commerce companies, we will quickly respond to governance actions in a timely manner, including, not limited to, banning small yellow cars from off-shelf products, and even blocking faces on the Kuaishou platform for people who appeared on this account. Such governance actions.
[Explanation] In 2020, the live broadcast e-commerce industry will be an unprecedented grand occasion, with anchor endorsements, celebrities as guests, and various forms of delivery "flowering everywhere."
According to data released by Alibaba, in 2020, more than 300 celebrities and more than 400 presidents will participate in the shopping spree on Tmall’s "Double 11" shopping season, and more than 30 Taobao live broadcast rooms have a turnover of over 100 million yuan.
[Explanation] As a new economic format that is gaining momentum, webcast e-commerce relies on the characteristics of the Internet to be highly interactive and wide-spread. It has quickly become popular and has become a new economic growth pole, but consumption problems are also emerging.
While relevant departments have successively introduced regulatory measures for the live broadcast industry, the China Consumers Association also urged consumers to keep their eyes open when buying goods, consume rationally, and truly seize the preferential dividends brought by e-commerce live broadcasts.
Reporter Liu Xuanting
Editor in charge: [Wang Kai]