Multi-party measures to standardize live broadcast to bring goods chaos, it is expected to bid farewell to barbaric growth
In fact, when the live broadcast and the online celebrity bring the goods "fire", related issues are worthy of attention.
For example, Wu Xiaobo paid 600,000 "pit fee" for the special show of "New Domestic Products", and finally only sold 15 cans of milk powder; Xiao Shenyang sold white wine live, ordered 20 pieces that night, and returned 16 pieces the next day; Ye Yiqian sold a unit price of 200 The multi-piece tea set was watched by 900,000 people, and the turnover was less than 2,000 yuan; Huang Shengyi sold 5 cups for 100,000 pits, etc., which caused heated discussions across the Internet.
In the "Double 11" consumer rights protection public opinion analysis report released by the China Consumers Association, Wang Han and Li Xueqin were named in the live broadcast of goods "overturned" and Li Jiaqi's live broadcast room "not allowed to change after purchase."
At the national level, the supervision of online celebrity delivery and live broadcast delivery has been continuously strengthened.
On November 3 this year, the State Cyberspace Administration of China issued the "Regulations on the Management of Internet Live Marketing Information Content Services (Draft for Comment)", which is the first direct provision for falsification of live service traffic and false publicity.
According to media statistics, in November this year alone, the national market supervision department issued three documents.
Since the beginning of this year, no fewer than 10 relevant regulatory documents have been issued.
Industry insiders believe that the rise of Internet celebrity economic concept stocks is more driven by emotional speculation and short-term marketing explosions. The rise without performance support will not bring long-term investment value to enterprises.
Simba is suspected of "carrying fake bird's nests". The relevant departments have launched an investigation, which also means that the regulatory authorities have made another move. In the future, the live broadcast industry will enter the standard period from "barbaric growth".
"'Live streaming' is an emerging form of online shopping in recent years, but online live streaming is still subject to legal supervision, and anchors should also be responsible for consumers when selecting products, and strengthen live broadcast sales with a more cautious attitude The product review can realize the original intention of live delivery of goods.” said Chang Liang, executive director of Beijing Jiashan Law Firm.
Beijing News reporter Wang Ping