Nearly 80% of the respondents are most concerned about the quality of the
goods with short videos. 93.9% of the respondents look forward to further standardizing the short videos of the goods.
Scanning short videos has become an important way for people to enjoy leisure and entertainment, and more and more bloggers use short videos to promote their products.
However, while short video delivery brings more shopping options to people, there is also some chaos.
Recently, the Social Survey Center of China Youth Daily and wenjuan.com jointly conducted a survey of 2020 respondents, which showed that 78.8% of the respondents had purchased goods through short videos of bringing goods.
64.9% of the respondents felt that the quality of goods is difficult to guarantee for short videos with goods.
93.9% of the respondents hope to further standardize the short video of bringing goods.
Among the interviewees, men accounted for 34.5% and women accounted for 65.5%.
78.8% of respondents have purchased goods through short videos with goods
Post-90s Youngs (pseudonym) said that he has the habit of scrolling short videos, and he also pays attention to some anchors. If the items that the anchors bring goods are just what they need and the price is right, they will consider buying them through the goods links.
"Faced with a dazzling array of products, sometimes I don't know what to buy." Pan Pan (pseudonym), a graduate student in a university in Shanghai, usually selects products with the help of short videos with the goods. "The video anchor will do the evaluation, so you can refer to it."
In the survey, 78.8% of the respondents have purchased goods through short videos with goods.
Interactive analysis shows that the proportion of female respondents who have bought (80.5%) is higher than that of males (75.5%).
Zhang Xin, who works in Beijing, often sees products for sale when she is reviewing short videos, but before placing an order, she will do some homework, "I will read everyone’s comments in the comment area, and I will choose to follow them for a long time. , A well-known anchor".
Data shows that 79.5% of respondents are most concerned about quality and authenticity when shopping through short video shopping with goods, 65.1% of respondents are most concerned about whether the product is the same as the displayed product, and 64.6% of respondents are most concerned about whether Exaggerated the effect of efficacy.
Other aspects include: whether the after-sales service can be guaranteed (53.4%), whether the price is affordable (45.4%), and whether the logistics is convenient (17.9%), etc.
Youngs had two failed short video shopping experiences.
Once I saw an anchor recommend an apple from my hometown, but after the purchase, it felt astringent, not as "crispy and sweet" as the anchor introduced.
Another time I saw the anchor recommend a piece of clothing, the price is very affordable, but I found that the fabric was not good when I bought it, and it was easy to generate static electricity.
Youngs said that later shopping through short videos became extra cautious.
Zhang Xin once bought a pair of trousers through a short video, but the delivery speed was very slow. It took about a month to receive it. "The whole process can only communicate with the seller, and the anchor is not responsible for the after-sales of the goods."
Pan Pan said that buying goods through short videos will first focus on quality issues, and then after-sales issues. “Now there are many short videos on the market, but I feel that there are loopholes in the supervision and there will be some fake or inferior or mixed sales of genuine and fake products.”
What are the problems with the short video of bringing goods that need to be improved?
64.9% of the interviewees think it is difficult to guarantee the quality of goods, and 57.4% of the interviewees think that there is a fabricated story and the sympathy of the consumers.
Other aspects include: suspected of false advertising, which violates business ethics (46.0%), falsification of transaction data, user evaluations (37.4%), no matter the transaction, regardless of after-sales, and the inability to track goods (36.0%), many of them are minors. The subject was suspected of infringement (35.2%), showing off their wealth and being flashy, and had a negative impact on the three views of teenagers (35.1%).
Yan Jia (pseudonym) is now working as an anchor for short video tapes in Hangzhou. She usually sells skin care products and snacks.
Yan Jia introduced that the company has a dedicated person responsible for docking with merchants, and there will be a certain review when selecting products.
However, Yan Jia said that as an anchor, what she needs to do is to prepare the promotion words for the product. In this process, she does not need to try it out. One part. As far as I know, like a relatively large anchor, there is a mature team, the anchor does not even need to prepare the propaganda, there is someone responsible for writing."
Yan Jia has a friend who acts as an official blogger for the brand and mainly promotes products through short videos. "Before a beverage brand asked her to make five or six short videos with goods, but she only followed the product characteristics introduced by the brand. Free to play, I have never drunk this drink."
"We will ask friends to help review reviews. Now there is such a "strange circle". If there is no traffic and no data, no matter how good the product is, it can only be seen by others through the promotion of the order." Yan Jia said.
79.5% of the interviewees suggested to strengthen the qualification review of anchors and bloggers with goods
Wu Linlin (pseudonym) is a self-media blogger on a short video platform. At first, she was only interested in short videos, but one of her works became popular, which gave her the idea to make her account well. , Some merchants found me through private messages, hoping to use my account to promote the delivery of goods.”
Wu Linlin said that although the account has more than 200,000 fans, she has not signed the company, and all the content and account operations are done by herself. "So I also cherish feathers. When the merchant sends me something, I will try it. It is not easy to recommend to fans with conscience. In addition, I will also consider how the promotion of the product can be integrated into my video, and it should not be too abrupt."
Wu Linlin introduced that she only does product promotion, which is similar to advertising and does not have a shop, so there will be no after-sales related work. However, some bloggers not only do promotion, but also have their own shops, and they are responsible for after-sales.
"The form of short video delivery is not without benefits." Zhang Xin felt that for consumers, it is very convenient for consumers to buy some affordable products while relaxing by using short videos. "I know that some anchors have passed The short video delivery method helps some fruit growers and merchants to open up sales, which is of social significance. Of course, the premise is to ensure the quality and not just use traffic to make money.”
In the survey, 93.9% of the respondents hope to further standardize the short video of bringing goods.
Specifically, 79.5% of the interviewees suggested that the qualification review of the anchors and bloggers should be strengthened, and 73.6% of the interviewees suggested that the platform should strengthen the audit and supervision of video content.
"Since you want to sell things, quality should be the first priority." Pan Pan hopes that the short video of bringing goods can't just flow first. The platform should strengthen supervision, improve the consumer experience of customers, and deal with consumer complaints in a timely manner.
Regarding the standardization of short videos with goods, the interviewees’ other suggestions include: refine the boundaries of rights and responsibilities of the anchor, marketing, and operation (63.0%), increase the crackdown and punishment of illegal content (56.1%), and impose on the anchor, etc. Carry out professional vocational training (50.5%), establish a blacklist system, prohibit serious violations from entering the industry (49.5%), and unblock consumer rights protection channels (40.0%), etc.
China Youth Daily·China Youth Daily reporter Sun Shan and intern Mao Poetic Source: China Youth Daily