Chinanews.com, Guangzhou, December 24th, title: "Simba brought bird's nests with goods" raised the alarm for the barbaric growth of e-commerce live broadcast

　　Author Wang Jian

　　The recently widely concerned “Simba’s Bird’s Nest with Goods” was finalized on the 23rd. The Guangzhou Municipal Market Supervision Administration announced the results of the incident. Among them, the involved Simba’s Guangzhou Heyi E-Commerce Co., Ltd. violated the “China The Anti-Unfair Competition Law of the People's Republic of China was fined 900,000 yuan.

　　In the night of the same day, Simba responded to the penalty, saying that it accepted the administrative penalty decision of the Guangzhou Municipal Market Supervision Administration for the "bird's nest incident" and would actively perform its responsibilities and make relevant rectifications.

　　The company stated that it has recently conducted deep introspection and self-inspection of internal management work. In terms of quality control and management, it is advancing a series of upgrade control measures, including the establishment of a quality expert committee, improvement of the review process, and raising the threshold for suppliers and product introductions. Etc., to ensure that the product can be displayed to consumers truthfully and accurately.

　　Simba (real name Xin Youzhi) was born in a peasant family in Heilongjiang Province in 1990. He dropped out of junior high school and went to work in Japan to start a business. He was later convicted of illegal employment for distributing diapers and was detained for 63 days.

After returning to China, he began to get involved in the field of e-commerce live broadcast.

　　"Farmer's Son" has always been Xin Youzhi's live broadcast setting, and he often calls fans "family".

On the live broadcast platform, he introduced himself as "from farmers, to the people, farmers' sons, and anchors of the people", and he is now one of the top e-commerce anchors.

According to the ranking of sales volume of Kuaishou anchors in August 2020, the top four are Simba and his apprentices.

　　Xin Youzhi's "popular" live broadcast style is welcomed by the audience, and his business model also has strong family characteristics.

According to Tianyan Check data, Xin Youzhi is controlled by his father Xinku, cousin Ji Mengyao and others. Family members have at least Guangzhou Xinxuan Supply Chain Co., Ltd., Guangzhou Xinxuan Network Information Technology Co., Ltd., and Guangdong Zhiyi Technology Co., Ltd. 13 companies, including Hangzhou Xincheng Information Technology Co., Ltd., are involved in daily chemical and investment industries.

In addition, Guangzhou Heyi E-commerce Co., Ltd., involved in the "fake bird's nest" incident, has its cousin Ji Mengyao as its major shareholder.

　　But Xin Youzhi is not the only e-commerce anchor who "turns over".

According to the "Double 11" Consumer Rights Protection Public Opinion Analysis Report recently released by the China Consumers Association, during the "Double 11" period in 2020, the association received more than 334,000 complaints related to live e-commerce, and consumer negative information is mainly concentrated In the two aspects of suspected fake orders and low after-sales service satisfaction and poor experience with celebrities bringing goods, Wang Han, Li Jiaqi, Li Xueqin and other anchors and celebrities who participated in the live broadcast of goods were directly named.

　　The reporter learned from a professional engaged in e-commerce live broadcasting that in order to maintain the core competitiveness of the ultra-low-price products of the e-commerce live broadcasting, many anchors have relaxed their requirements on product quality, and "rollover" is inevitable.

　　At the same time, the professional also said that as an anchor, it is difficult to strictly control the authenticity of the product and can only use his reputation as a guarantee.

　　In view of the current chaos in e-commerce live broadcasts, the State Administration of Radio and Television has issued the "Notice on Strengthening the Management of Online Show Live and E-commerce Live Broadcasting", requiring all live broadcast platforms to periodically review the authenticity of relevant information, and promptly correct any problems found ; Carry out key management on the head live room, head host and account number, high-traffic or high-transaction live delivery activities, and strengthen compliance inspections.

　　Hu Gang, a professor at the School of Public Administration of Jinan University, said that supervision of e-commerce live broadcasts should be introduced as soon as possible to avoid barbaric growth. The Xin Youzhi incident is a good opportunity. Defining and punishing violations will help e-commerce The live broadcast industry is developing healthily.

(Finish)