Live delivery: how far can you go after the excitement
Our reporter Ao Rong, intern Niu Yingbo
As a "explosive model" of the new format of the digital economy, live streaming has been gaining momentum for more than a year.
Whether it is a professional anchor or a variety of celebrities, bloggers, and amateurs, they have entered the live broadcast room. From selling lipsticks to selling houses, all the anchors can say: "delicious", "good-looking", "buy it"...more and more Of consumers have also adapted to the way of live shopping. According to data released by the China Internet Network Information Center, as of December 2020, the number of e-commerce live broadcast users in China has reached 388 million, ranking first among all webcasting segments, 66.2% Of live streaming e-commerce users have purchased live streaming products.
While live broadcasts are booming, some live broadcast rooms have also gathered many consumer traps such as counterfeit and shoddy, exaggerated words, incorrect goods, and poor after-sales.
How long can the live broadcast carry the goods "smell"?
Can we return to rationality from barbaric growth in 2021?
Watching the busy shopping
Today, watching live shopping is a normal thing.
Open Taobao, Jingdong, Suning, Mogujie and other online shopping platforms at any time, and you can hear the anchors calling for "pros" and "babies", and there are red envelope gift vouchers that arrive every few minutes. Often, consumers have not had time. If you want to know if you really have a need, you are already hot-headed, "Place an order, buy!" However, when the express arrives, many people buy products that are far from what the anchor said.
Liu Jing, who works for a media company in Daxing District, Beijing, stepped on the pit of live broadcasts not long ago.
She heard that the neck pillow recommended by a certain platform anchor can relieve neck and shoulder pain, so she wanted to give it a try. She spent more than 500 yuan to place an order. Unfortunately, after she got it, she discovered that this pillow is crude and shoddy. Not the same, I wanted to return the goods, but found that I couldn't even find the live broadcast platform.
Liu Jing said: "I thought it was worth the money, but I was cut off the'leeks.' I thought of complaints from the relevant departments and couldn't produce evidence.
Zhu Cambridge, secretary-general of the China Consumers Association, analyzed the main reasons why it is difficult to protect rights through live streaming.
He said that there are multiple entities involved in the sales of live broadcasts, and the responsibilities are not clear, causing consumers to not know who to call when defending their rights.
Consumers bought it by watching the live broadcast. As a result, the anchor may say that you are dealing with Taobao and JD. It has nothing to do with me; if you look for the seller in the flagship store, he may say that you came from the live broadcast room; look for the platform. , He may say again, I just provide the venue, you have to find the anchor.
The problems of live streaming include old problems such as poor quality, false propaganda, and inadequate after-sales services, as well as new problems such as public figures bringing goods, fraudulent orders, false traffic, and false reports.
Brushing orders and brushing traffic is one of the worst behaviors.
Industry insiders told reporters that even though shopping platforms such as Tmall and JD.com are increasingly cracking down on buying orders, it’s not hard to find traffic traffickers on the Internet. Some websites even directly enter key points such as “increasing fans” and “live traffic”. Words, you can find the seller.
On the quotation sheet of an online store, the annual price of the machine billing package ranges from 1,000 yuan to 5,000 yuan. The manual account is more expensive, and it also corresponds to the number of viewers, likes and shares, sales with goods and the number of real comments.
Even for the data to look good, the data of different products in the same store, such as apples, will be grafted onto bananas.
These fake data seem to maintain the "worth" of artists or Internet celebrities, but seriously mislead consumers. At the same time, for merchants, it is just a fleeting loss of money.
Innovative supervision and standard operation
The concentration of consumer demands has made live streaming products one of the 11 major consumer complaint hotspots in the “Analysis of Complaints Accepted by the National Consumers Association in 2020” issued by the China Consumers Association.
In this year's March 15th International Consumer Rights Day, consumer associations in various regions have also set their priorities based on local conditions.
For example, the Consumer Rights Protection Commission of Anhui Province specially reminded consumers in the consumer reminder No. 1 of 2021 to try to buy goods in official flagship stores or live broadcast rooms of well-known anchors, and do not trust the "special prices", "clearance prices" and "full prices" made by merchants. Propaganda such as "the lowest price on the Internet" must retain relevant vouchers, and actively protect rights in case of damage to rights.
Starting from the second half of 2020, from industry associations to regulatory authorities, a series of rules and regulations have been issued for webcasting, especially for live streaming. The intensity of policy releases has been rare over the years, and the purpose is to promote the development of live streaming to a healthy direction as soon as possible. .
First of all, from the perspective of activating the consumer market, relevant functional departments have given more confidence to the webcast with a positive attitude and expectation.
In July 2020, the National Development and Reform Commission, the Ministry of Human Resources and Social Security and other 13 departments issued the "Opinions on Supporting the Healthy Development of New Business Forms and New Models, Activating the Consumer Market and Promoting Employment Expansion". It clearly stated that new individuals should be cultivated, independent employment, and networks supported. Diversified self-employment and time-sharing employment such as live broadcasting.
In the same month, among the new professions jointly released by the Ministry of Human Resources and Social Security, the State Administration of Market Supervision, and the National Bureau of Statistics, “live-streaming salesperson” was among them. Official certification.
In terms of regulating the rules of online shopping behavior, the "Internet+" supervision method is constantly innovating.
There are three main bodies for live delivery of goods, namely, the platform, the anchor, and the merchant. Who should I call if there is a consumption dispute?
In the “Guiding Opinions on Strengthening the Supervision of Online Live Marketing Activities” issued by the State Administration of Market Supervision in November 2020, the responsibilities and obligations of all parties involved in the live delivery process are clarified, and at the same time, it is required to investigate and deal with product quality violations, advertising violations and violations in accordance with the law. Infringement of the legitimate rights and interests of consumers and other 8 common illegal acts in live delivery.
Falsification of live streaming data has been focused on rectification.
In the "Regulations on Internet Live Marketing Information Service Management (Draft for Comment)" issued by the Office of the Cyberspace Administration of China in November 2020, it is clearly required that live broadcast room operators and live broadcast marketers engage in Internet live broadcast marketing information content services, which should be truthful, accurate and comprehensive Local release of product or service information must not “fake or falsify data traffic such as attention, page views, likes, and transactions”.
For those who violate the above regulations and cause damage to others, they have made clear penalties for the corresponding degree of behavior.
For the management of the network platform, innovative regulatory measures have also been adopted.
The Cyberspace Administration's draft for comments has increased the management responsibilities of e-commerce live broadcast platforms.
In the "Notice on Strengthening the Management of Online Show Live and E-commerce Live Broadcast" issued by the State Administration of Radio, Film and Television, specific management rules are put forward for the registration, content, review, anchor, and rewards of online live broadcast and e-commerce live broadcast.
It clearly requires that the overall ratio of the number of first-line reviewers of relevant platforms and the number of online live broadcast rooms should not be less than 1:50.
In 2021, whether the new format of live broadcasting and goods can continue the boom depends on whether it can move from barbarous growth and quick money to legal and regulated operations.
After all, only legal compliance can go long-term.