"The strongest supervision" landing perspective on the bubble and new regulations of live broadcast e-commerce
The "June 18 Mid-year Shopping Festival" has kicked off. Only the first day of pre-sales was opened on May 24, and the sales of the top anchors on each platform have exceeded 5 billion yuan.
With the development of the live broadcast e-commerce industry, the "Matthew effect" of the stronger has become more prominent, with a small number of top anchors occupying most of the market share.
For other anchors under the head anchor, traffic fraud has become a way of survival for some of them.
The founder of an MCN (multi-channel network) organization told the Red Star Capital Bureau, “(Traffic fraud) is normal, and it just shows the data to the customers.” The Red Star Capital Bureau understands that no matter which platform it is, in gray, In the black market, data such as popularity is clearly marked.
The millions of popular anchors you see may have been bought.
However, starting on May 25, the new regulations, known as "the strongest online live broadcast supervision in history", have been implemented.
From May 25, the "Administrative Measures for Webcast Marketing (Trial)" (hereinafter referred to as the "Measures") jointly issued by seven departments including the State Internet Information Office, the Ministry of Public Security and the Ministry of Commerce (hereinafter referred to as the "Measures") will be officially implemented.
It clearly stipulates that data traffic such as transactions, attention, page views, and likes must not be fabricated or tampered with.
It is worth noting that the "Measures" also clearly stipulates that live broadcast room operators and live broadcast marketers engaged in online live broadcast marketing activities shall not market counterfeit and shoddy goods, infringement of intellectual property rights, or products that do not meet the requirements for the protection of personal and property safety.
The bubble of millions of popularity among certain anchors may be punctured.
Flow bubble
Traffic data that is clearly priced
The Red Star Capital Bureau learned that the traffic data of the three major platforms (Taobao Live, Kuaishou, and Douyin) with leading anchors are clearly marked in the gray and black markets.
Some people use keywords such as "one-stop live broadcast service" to attract traffic on e-commerce platforms such as Taobao, while others directly establish websites to conduct transactions.
Here, not only the number of viewers in the live broadcast room can be bought, but also interactive data such as comments and likes are also available.
If we want to concoct an anchor with "million popularity", how much does it cost?
In order to get the answer to this question, Red Star Capital Bureau successively contacted 5 online shops and websites selling fake traffic data.
Taobao Live
1 million viewers need 12,000 yuan
Take Taobao live broadcast as an example. Someone has launched a package for the platform.
Among them, the premium package includes 10,000 manual viewing, 100,000 likes, 400uv (independent visitors) and 10 people interact for 1 hour, and the price is 328 yuan.
In addition to similar combination packages, there are also individual pieces of data that are sold separately.
Xiao Ruo (a pseudonym) opened a shop selling live streaming data on Taobao. She told the Red Star Capital Bureau that, generally speaking, big anchors don't have to check their popularity at all. "People don't have access to it, mainly small anchors."
Xiao Ruo introduced to the Red Star Capital Bureau that 10,000 viewers are 120 yuan, 10,000 likes are 10 yuan, and different users speak and interact with each other for 1 hour and 50 yuan.
Based on this calculation, if you want to concoct an anchor with millions of views on Taobao live broadcast, only 12,000 yuan is needed.
"Because the official version has been revised, the price is not stable. Now the price is considered high. As for whether it will rise in the future, it is still unclear." Xiaoruo told the Red Star Capital Bureau.
Douyin Live
The price is expensive, the platform officially promotes DOU+ service
Compared with Taobao live broadcast, perhaps because there are more types of data, the false data of Douyin live broadcast is relatively expensive in the gray and black markets.
The Red Star Capital Bureau learned that on the Douyin platform, the main body of the live account is different, and different data will be displayed.
If the main body of the live account is an organization or company, the data displayed in the upper right corner is the number of viewers; if the main body of the live account is an individual, the data displayed in the upper right corner is the popularity.
"The popular price is high, the visits are relatively cheap, and the price is high." Doudou (a pseudonym) opened an online store that provides various data services on the Douyin platform. He told the Red Star Capital Bureau that 10,000 viewers only cost 280 yuan.
In other words, if you want to concoct an institutional anchor watched by millions of people on the Douyin platform, it will cost 28,000 yuan.
In addition, if it is a personal account, the data displayed in the upper right corner is popularity.
Click this number to view the online audience (list) in real time, and the user's position on the list is determined according to their contribution to the live broadcast room.
"If you want to be on the list, it will cost 50 yuan per 100 popularity and last for 2 hours; if you don't make it, you will have an account without an avatar and nickname, and it will cost 40 yuan per 100 popularity and will last for 2 hours." Doudou said, the maintenance time is lengthened. , The price will rise accordingly.
According to popular calculations, if you want to become a million-dollar anchor on Douyin by falsifying traffic, you need at least 400,000 yuan.
It is worth mentioning that Douyin officially launched the DOU+ service, claiming to bring more viewers to the live broadcast room.
Among them, 100 yuan is expected to bring 50-300 people to the live broadcast room.
In the process of placing an order, the Douyin page will ask: Do you care more about the popularity of the live broadcast room?
Fans in the live broadcast room?
Audience rewards?
Audience interaction?
So, how does Douyin's DOU+ service do it?
In response, the relevant person in charge of Giant Engine (the official marketing service brand of ByteDance) said in response to an interview with the Red Star Capital Bureau that the DOU+ product can distribute live broadcast rooms to different users.
"After the user chooses the DOU+ service, the system will optimize it according to the purpose selected when the user places the order, and expose the live room to users who are more able to perform the action, and then the user completes the interaction in the live room, so the choice is somatosensory The changes in the options indicators will be significant.” The person in charge said.
quick worker
"Toss it hard", only 899 yuan for one million broadcasts
Among the three major platforms with leading anchors, the most surprising is Kuaishou.
The Red Star Capital Bureau successively consulted a number of shops and websites that provide traffic fraud services, but everyone said that they would not use the data of Kuaishou live broadcast.
"Kaishou tossed so hard, (our) account entered, and it was blocked at every turn. It has nothing to do with the anchor, and the blocked is our resources, so we will not do the fast live broadcast directly." A boss who provides a fake traffic data service told Red Star Capital Bureau.
However, Kuaishou’s video views can be purchased.
According to the needs of buyers, they provide second and slow refresh services.
Among them, the playback volume of 10,000 times in a second is 11.23 yuan, and the playback volume of 10,000 times in a slow brush is 8.99 yuan.
This also means that if you want to make a million-played video appear in Kuaishou by falsifying traffic, it only costs about 899 yuan.
New rules are coming
No traffic fraud
Do not sell counterfeit and shoddy goods
From May 25, the "Administrative Measures for Webcast Marketing (Trial)" jointly issued by the National Internet Information Office, the Ministry of Public Security, and the Ministry of Commerce, has been formally implemented.
It is worth noting that the "Measures" clearly stipulates that live broadcast room operators and live broadcast marketers are not allowed to market counterfeit or shoddy products that infringe on intellectual property rights or that do not meet the requirements for protecting personal and property safety.
Feng Linglin, vice chairman of the Social New Retail Special Committee of the China Electronics Chamber of Commerce, told the Red Star Capital Bureau: "With the strengthening of supervision, the phenomenon of live-streaming sales of fake and shoddy goods will certainly gradually decrease."
After experiencing high-speed and barbarous growth, the live broadcasts that stand on the wind will become more standardized and mature in the face of the strictest supervision.
Eight red lines are bright and no traffic fraud is allowed
Feng Linglin told the Red Star Capital Bureau that traffic fraud has two hazards to the e-commerce live broadcast industry: for consumers, false data can easily mislead consumers’ purchasing decisions; for the industry, this will lead to bad currency. The phenomenon of expelling good money.
For live broadcast room operators and live broadcast marketers, the "Measures" puts forward eight red lines.
It clearly stipulates that there must be no falsification or falsification of data traffic such as transactions, attention, page views, and likes.
Feng Linglin believes that the new regulations may not be able to immediately change the phenomenon of traffic fraud, "but starting on May 25, there is finally a management method for these traffic frauds, which is equivalent to the Damocles hanging on their heads. The Sword has a deterrent effect on them."
"Negative Directory" Becomes a "Forbidden Area" for Live Broadcasting Platform
According to the "2021 China Live E-commerce Industry Research Report" issued by the China International E-Commerce Center Research Institute of the Ministry of Commerce, China’s e-commerce live broadcast users have reached 388 million. In 2020, the overall scale of live broadcast delivery will exceed one trillion yuan. The scale is close to 2 trillion yuan.
While the live broadcast industry is moving forward, there are also many chaos, such as "three noes" products have changed into "net celebrity hot models", live broadcast sales of prohibited products, and so on.
According to media reports, more than 60 Internet celebrity anchors once sold an "Internet celebrity weight loss candy" in the live broadcast room. Later, the market supervision department found that this "Internet celebrity weight loss candy" contained ingredients that are banned by the state-Western Butramine.
There are still many such chaos. After the implementation of the "Measures", the "negative catalog" will directly hit the "grey area" of the live marketing platform.
Article 7 of the "Measures" stipulates that the live marketing platform should develop a negative catalog of live marketing products and services, listing the products and services that are prohibited from production and sales, online transactions, commercial promotion, and not suitable for live marketing as required by laws and regulations. category.
Clarify the main responsibility of the anchor and the platform
From the development of 2016 to the present, live broadcast e-commerce has only gone for just 5 years, and some industry problems are still prominent. When after-sales problems are encountered, there will be conflicts between the anchor and the merchant: "Who will bear the after-sales responsibility? ?"
Article 15 of the “Measures” clearly stipulates that consumers can jump to other platforms to purchase goods or receive services through links in the live broadcast room, QR codes, etc., and when a dispute arises, the relevant live broadcast marketing platform shall actively assist in consumption. Protect the legitimate rights and interests and provide necessary evidence and other support.
Feng Linglin said that the "Measures" can clarify the subject to be held accountable. If the platform has such a commercial behavior, it should act as the bearer of the subject's responsibility. This is at least a huge benefit to the entire industry.
In addition to after-sales service, pre-sales should also be checked.
Article 22 of the Measures stipulates that live broadcast room operators shall verify the identity, address, contact information, administrative license, credit status and other information of commodity and service providers, and keep relevant records for future reference.
Protecting the legal rights of live broadcast e-commerce consumers
In the 2020 "6.18" consumer rights protection public opinion analysis report released by the China Consumers Association, there were 112384 negative news about consumer rights protection in live broadcasts, sales of "three noes" products, inability to provide quality inspection reports, incorrect versions of goods, etc. The phenomenon occurs frequently.
In order to protect consumers’ legal rights protection, Article 23 of the Measures also stipulates that live broadcast room operators and live broadcast marketers shall perform consumer rights protection responsibilities and obligations in accordance with laws and regulations, and shall not deliberately delay or refuse consumer submissions without justified reasons. Legal and reasonable request.
With the gradual improvement and strict enforcement of relevant laws, industries such as "live streaming" will develop in a healthy direction.
Chengdu Commercial Daily-Red Star News reporter Yu Yao and Yang Peiwen
Intern reporter Qiang Yaxian