Xinhua News Agency, Jinan, November 19th, title: A lot of words, fake traffic...what are the "feelings" of live streaming?
Shao Luwen, reporter of Xinhua Viewpoint, Xinhua News Agency
In recent years, live streaming has become more and more popular on some short video platforms. The daily live streaming lasts more than one million hours, attracting many consumers.
However, the "Xinhua Viewpoint" reporter survey found that there are many kinds of words and "routines" in the live broadcast, and there is a lot of "moisture" in the number of live broadcast views and orders with the goods.
Industry insiders suggest that the order of the live streaming delivery industry should be further regulated, and industry self-discipline should be strengthened, so that consumers can shop with confidence on the live streaming platform.
There are many "routines" in live streaming
This year's "Double Eleven", live broadcast e-commerce has attracted more and more attention.
Celebrities from various industries, brand merchants, etc. have entered the live broadcast room. Some anchors have been warming up and warming up since the beginning of October. Consumers are dazzled by various promotional information.
The live broadcast of goods seems to be lively and prosperous, but some consumers "spit out", it is not easy to buy things at a low price in the live broadcast room, and under various "routines", the price of the purchased things may not be much cheaper. .
-There are a lot of live broadcasts. If you want to "second kill", you have to watch the live broadcast for half an hour.
Zhang Xiaoyun, a citizen of Jinan, told reporters that she waited for nearly half an hour in the live broadcast room of a short video blogger in order to rush to buy a "Double Eleven" pre-sale product.
"At first, the anchor said that it would be on the shelves immediately, and it was a'sell price', but then the anchor began to introduce other products, and then introduced various activities in the live broadcast room, more than 20 minutes later the products I wanted were on the shelves."
Zhang Xiaoyun said that sometimes it takes a long time to wait for the benefits and discounts mentioned in the live broadcast room, and this is about to become a fixed mode in the live broadcast of the short video platform.
Almost every anchor will use words to attract the audience's attention before putting on discounted products, and then introduce several other products, and then put the previously mentioned products on the shelves after a period of time.
If you consider the time cost, buying goods on a live broadcast platform is far less convenient and direct than on a traditional e-commerce platform.
Xie Long, a staff member of the Complaints Department of the China Consumers Association, said that in many live broadcast studios that bring goods, consumers have spent a lot of time, but things are often not much cheaper, causing consumers to feel no sense of gain, only sense of loss.
——Selling things have to act in scripts, and "fighting style" and "fighting style" are popular with the goods.
"Do you know how many we posted? We posted more than 20 million." "Don't post it anymore!" In a live broadcast not long ago, a female anchor yelled in the live broadcast room, trying to stop the partner male anchor. The behavior of "cutting the price and sticking to the back", and the male anchor claimed to be a fan, willing to lose the subsidy, pushing each other, throwing the microphone, and acting almost like a fake.
This kind of "routine" appears every day in the live broadcast rooms of many short video platforms.
The reporter saw in some live broadcast rooms that the price of the products launched after the anchor and the partner had "argued" and "pushed", compared with other e-commerce platforms, not much discount, sometimes even more expensive than other platforms, but with " "Program effects" can often attract consumers' attention.
In some live broadcast rooms where celebrities bring goods, there are often "plots" in which celebrities insist on selling "low-priced goods" to "repay" fans and quarrel with the work team.
——The data of the delivery is "splendid", and there are no interactions in some live broadcast rooms, but there are a lot of orders.
Qilu Wang Qi, a junior at Qilu University of Technology, said that what puzzles her is that some live broadcast rooms have thousands of viewers, but few people buy the products on the shelves; while in other live broadcast rooms, the number of viewers is only a few dozen. The merchandise put on the shelf by the anchor is frequently "seckilled."
Zhang Xiangyang, a practitioner in the e-commerce industry, told reporters that in order to increase the popularity of live broadcast rooms, many live broadcast rooms use robots to increase popularity, or a large number of orders to increase transaction volume, and refunds will be made afterwards.
Especially for small anchors, it is necessary to use false data to create the illusion of high popularity, which has almost become a "hidden rule" in the live streaming industry.
In October of this year, the Beijing Consumers Association and Hebei Consumer Rights Protection Committee jointly launched a live-streaming consumer experience survey activity.
Judging from the results, the investigation activity has a total of 100 live delivery experience samples, 33 of which are suspected of having false propaganda and misleading consumers using misleading price methods.
Live "acting" training turned into "industry chain"
The reporter's investigation found that an "industrial chain" has been formed around the telephony training and data falsification of live broadcast delivery; some training is expensive, and the "tuition fee" can easily reach tens of thousands of yuan.
A reporter searched for keywords such as "live streaming with goods" and "live streaming with goods script" on an e-commerce platform, and found that there were thousands of related teaching courses, scripts and other products, many of which sold more than 3,000 pieces.
The reporter found a product that was described as "writing scripts with goods". After purchasing it at a cost of 18.8 yuan, the other party provided documents such as "hundreds of words necessary for anchors" and "cases of scripts with goods".
It is mentioned in the document to keep the audience with big profits and big red envelopes. After that, don't rush to sell products, but use loud voices and fast speech to promote the rest of the products in the store as much as possible, brainwashing the audience repeatedly, and stimulate the impulse to buy.
These documents also provide a lot of marketing techniques.
For example, anchors can keep customers by sending so-called "limited products", but these "limited products" are just marketing gimmicks, and they happen every day.
In addition, in the promotion of goods, you can make up a "script" to highlight the exaggeration of profitability, plus arrange some robot accounts to be responsible for booing and ordering, so as to attract real audiences to buy.
“Our team has cultivated many anchors with a revenue of more than one million yuan.” The customer service of this shop said that if further training is needed, you can also pay 20,000 yuan tuition, and there are "professional tutors" who provide special services for 15 days. Training.
The reporter contacted a company in Jinan that provides training courses for bringing goods.
In the teaching details provided by the other party, there are not only materials such as live speaking skills, but also one-to-one training, traffic support, and 50,000 fan accounts.
The person in charge of the company said that after the training is completed, a live broadcast account with more than 50,000 fans can be provided to reporters, and during the first week of the live broadcast, the number of viewers will be counted to ensure that the live broadcast has more than 10,000 popularity.
Li Bin, a lawyer from Beijing Zhongwen Law Firm, said that there are many problems with the "routine" of live streaming.
Some rhetoric is suspected of false propaganda; first raise the price and then lower the price, or use exaggerated performances to create the effect of "loss and consignment" to induce consumers to place orders, which is suspected of price fraud.
Let live broadcasts bring less "acting skills" and more benefits
The reporter learned from the Shandong Consumers Association that among the complaints received in the first half of this year, complaints about online consumption have increased unabated. Especially in the past two years, live broadcast e-commerce has developed rapidly, and various consumption traps have appeared. Some products are of poor quality. It is difficult to guarantee the after-sales service of goods if the standards are met.
According to the "Research Report on China's Live Streaming E-commerce Industry in 2021" released by iResearch in September this year, China's live broadcast e-commerce market will exceed 1.2 trillion yuan in 2020, with an annual growth rate of 197.0%; it will exceed 4.9 trillion yuan in 2023. Yuan.
Industry experts believe that the live streaming delivery market is getting bigger and bigger. For this industry, we should continue to regulate and guide its healthy development; strengthen supervision of responsible platforms such as Douyin and Kuaishou, so that they can consciously maintain the order of the platform and take care of it. One's own legal and social responsibilities.
Xue Jun, director of the Research Center for E-commerce Law of Peking University, suggested that the regulatory authorities should continue to consolidate the responsibilities of platforms such as Douyin and Kuaishou, and promptly guide and regulate anchors who use non-compliant means to promote; and for repeated violations, they should be included in black List management, forming a deterrent effect.
Liu Deliang, a professor at the Law School of Beijing Normal University, believes that e-commerce live broadcast industry talent training is in a state of "barbaric growth" and generally lacks a standardized curriculum system; relevant industry organizations and live broadcast platforms can collaborate to develop a batch of targeted training courses. Guide the anchor to standardize the live broadcast content when carrying the goods.
At the same time, for some institutions and individuals who use training as a gimmick for profit, charge sky-high tuition fees, instigate false propaganda, and scramble traffic, the regulatory authorities should promptly regulate them.