Live broadcast e-commerce compliance is accelerating
She Ying
On December 23, the Guangzhou Municipal Administration of Market Supervision announced the handling of the “Simba’s live broadcast of instant bird’s nest” incident. Guangzhou Heyi E-commerce Co., Ltd., a subsidiary of Simba, violated the “Chinese People’s The Anti-Unfair Competition Law of the Republic of China imposed an administrative fine of 900,000 yuan and a fine of 2 million yuan on the bird’s nest provider Guangzhou Rongyu Trading Co., Ltd.
Under the pressure of public opinion, Simba has publicly apologized on his Weibo, assuming the responsibility of returning one compensation and three compensations, with a refund of 61,983,400 yuan.
On December 21st, after experiencing the "fake sweater incident" with live streaming, Luo Yonghao announced on his personal WeChat public account that the "Make Friends Live Room" decided to rectify and upgrade in all aspects, including the establishment of a "quality control laboratory" ", carry out closer cooperation with the internationally renowned third-party professional testing organization SGS; arrange "mystery customers" in the live broadcast room + establish a "customer excellent experience committee" within the company; actively participate in the quality testing of live e-commerce products led by authoritative organizations And control related industry standards and regulations; etc.
Previously, Luo Yonghao's live-streamed sweaters were suspected by consumers as fakes.
After "Make a Friend" submitted for inspection, it was confirmed that the woolen sweater was not a wool product, but it was stated that the fake woolen sweater was a unilateral act of the supplier forged documents, suspected of fraud or fraud. The identity of the "sale agent" handles compensation for all consumers first.
Consumers agree with this approach.
On December 19, the anchor Li Jiaqi was also questioned about the false propaganda of the beauty instrument that brought goods during the "Double 11" period.
Li Jiaqi responded that “according to the information provided by the merchant, the product has undergone various qualification reviews to ensure that it meets the relevant national regulations before the live broadcast promotion”, and believes that some online media have used this to publish false remarks and statements against Li Jiaqi’s team. Deliberately discredit.
Internet celebrity anchors have successively fallen into the vortex of false propaganda and selling fakes, revealing that the chain of manufacturing and selling fakes has been unceasingly, and there is a momentum of expansion through live broadcast.
In this regard, the regulatory authorities must relentlessly coordinate a crackdown, and punish the counterfeiters and sellers no longer dare to take risks.
At present, the regulatory policies for live broadcasts are being introduced intensively, and the live broadcast room is not a place outside the law.
In October this year, the State Administration for Market Regulation issued the "Measures for the Supervision and Administration of Online Transactions (Draft for Comment)."
On November 13, the National Internet Information Office publicly solicited opinions on the "Regulations on the Management of Internet Live Marketing Information Content Services (Draft for Comment)."
On November 23, 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 Broadcast", regarding the registration, content, review, host, and rewards of online live broadcasts and e-commerce live broadcasts. Proposed specific management rules.
Regulatory policies convey a clear message that live broadcast delivery of goods urgently needs compliance.
Various phenomena indicate that the compliance of live e-commerce is accelerating. Whoever can take the lead in handing over the "template work" in terms of product selection process, pre-sales and after-sales service, and consumer rights protection, will have the advantage of reputation and gain In the fierce competition, the trust of consumers is obtained, and then the support of brands and platforms is obtained.
As an emerging industry, live streaming has developed rapidly this year.
As an advertisement, live broadcast delivery itself cannot survive alone without production and sales.
At present, loopholes in the production and sales links cannot be eliminated. The anchors, especially the head anchors, must cherish feathers, take the initiative to improve the selection standards, improve the service process, and effectively protect the rights and interests of consumers. Only with high-quality products and high-quality services are sincere and consumption. Only those who make friends will become consumers' first choice for shopping.
She Ying