Live delivery must pass the quality barrier
Our reporter Shen Hui and intern Liang Shuo
Today, the live broadcast room has become the hottest "battlefield" for online shopping.
On the evening of November 10, Gao Junwei, who worked at Xi'an Nova Nebula Technology Co., Ltd., stayed early in the live broadcast room of several top-brand anchors.
Looking at the "trophies" in the order for skin care products, daily necessities, and electronic products, Gao Junwei couldn't help sighing after "chopping hands", "I have enough stock now."
Recently, relevant surveys show that the scale of China's live broadcast e-commerce market will exceed 1.2 trillion yuan in 2020, with an annual growth rate of 197%. It is estimated that the scale of live broadcast e-commerce will exceed 4.9 trillion yuan in 2023.
However, there are frequent problems with the live streaming of goods "all the way".
Chen Miao, a graduate student at the China University of Petroleum, found that in many cases, the food he bought was not as good as what he saw in the live broadcast room, and was not as delicious as it seemed.
Therefore, consumers should not be tempted by low prices for a while.
Similar problems are not uncommon.
Not long ago, the Consumer Association of Beijing and Hebei jointly issued a survey on the consumption experience of live streaming products. The results show that the current consumption experience of live streaming products is generally good, but there are also some suspected false propaganda, non-compliant publicity of license information, and vulgar words and deeds. , Misleading prices and no obvious hints on the risks of private transactions.
Among the 100 live streaming experience samples, 33 were suspected of violations of laws and regulations.
The China Consumers Association reminds consumers to stay calm, refrain from impulsiveness, and try to choose merchants with high reputation and good reputation to carry goods on live broadcasts, and do not leave the platform to conduct private transactions.
"As a new format of the digital economy, live streaming has played a huge role in promoting consumption and economic development. The main problems exposed are poor quality." said Wei Wenfeng, founder of "Dad Evaluation", the current live streaming e-commerce industry There is still room for improvement in the construction of the quality control system.
Although many live e-commerce companies have established specialized supply chain product selection and quality control teams, they are still insufficient in terms of scientificity, professionalism, and rigor. They do not have scientific testing and identification of product ingredients and quality. Ability, there are often "fish that slip through the net".
"Only by actively embracing supervision and focusing on our own compliance can we go further." According to Fang Yizhi, assistant analyst at the Legal Equity Department of the E-Commerce Research Center of the Net Economics, the live broadcast e-commerce industry with a trillion market size is under the influence of the epidemic. , Showing explosive growth.
If you compare live e-commerce to a "good horse", then companies are "saddles." The "good horse" of live e-commerce can only work if you find a "good saddle" under the "reins" of supervision. Steady and far-reaching.