Since the emergence of live-streaming e-commerce, while enriching consumers' purchasing experience, behaviors that infringe on consumers' rights and interests have also occurred from time to time.

　　"I saw a very beautiful food sealed jar in the live broadcast room. I bought it and planned to put pickles, biscuits, etc. After I placed the order and arrived, I found that there were many small bubbles on the glass jar, but the anchor didn't say it during the live broadcast." Consumption The reporter Liu Li told the First Financial Reporter that although there are incorrect products and rough workmanship, it does not affect normal use and the price is not expensive, so she did not care too much.

　　There are many consumers who have been infringed like Liu Li.

　　According to the official website of the China Consumers Association, in the past year, in the field of live broadcast e-commerce, the main problems of consumer complaints include: the goods are not on the right level, and the fake is the real one, and the second is inferior; false propaganda; after-sales service is difficult to guarantee, etc.

Most misleading prices

　　In the past few years, under the benchmarking effect of top anchors making money, a large number of people have poured in.

The "2020 China Online Performance (Live) Industry Development Report" shows that my country's live broadcast anchor accounts have reached 130 million, and most anchors have a monthly income of 3,000-5,000 yuan.

　　Behind the lively live broadcast of goods is the huge traffic of the head anchors, the limited ability of most anchors to carry goods, and the remaining irregular factors in the industry.

　　In March of this year, the Beijing Sunshine Consumer Big Data Research Institute, the Consumer Protection Law Research Center of the University of International Business and Economics, and Consumer.com jointly released the 2021 public opinion report on consumer rights protection with live broadcasts.

Among the public opinion data on consumer rights protection in live broadcasts involving live broadcasters, Wei Ya has the most public opinion on consumer rights protection, accounting for 29.19%; followed by Li Jiaqi, accounting for 26.24%; Luo Yonghao ranked third, accounting for 15.66%; in addition, Sydney , Simba, Sanda brother, Lieer baby, Chen Jie kiki, Yu Da Gongzi, Dandan Xiaopenyou and cat sister who loves food, the proportion of consumer rights protection public opinion is 9.67%, 6.32%, 4.20%, 3.09%, 1.86%, 1.52%, 1.23% and 1.02%.

　　Issues reflected in the consumer rights protection public opinion of the anchors involve misleading prices, product quality, false propaganda, induced over-the-counter transactions, slow delivery, returns and exchanges, and the sale of prohibited goods.

Among them, price misleading problems accounted for the most, accounting for 33.37%; followed by product quality problems, accounting for 32.06%; in addition, false propaganda problems accounted for 30.54%, induced OTC transactions accounted for 1.66%, slow delivery problems accounted for 1.20%, Returns and exchanges accounted for 1.09%, and sales of prohibited goods accounted for 0.08%.

　　Taking price misleading as an example, on October 20, 2021, anchors such as Li Jiaqi and Wei Ya brought a L'Oreal ampoule mask in the live broadcast. L'Oreal's official Weibo once posted that it is "the biggest (discount) for the whole year." ”, a total of 50 masks are priced at 429 yuan.

However, many consumers found that from November 1st to 3rd, L'Oreal issued a large number of "999-200" coupons. After consumers use the coupons, they can buy 50 masks of the same style for only 257.7 yuan.

Faced with the misleading price of "the lowest price of the year", more than 10,000 consumers have collectively complained through the Internet.

L'Oreal Paris then apologized and came up with a solution: for consumers whose orders have reached 999 yuan and have not received the full 999-200 coupons, a 200 yuan no-threshold coupon is provided; for consumers whose orders have accumulated less than 999 yuan , provide two coupons for 100 yuan off when you spend 499 yuan.

　　As the country strengthens the tax management of practitioners such as star entertainers and network anchors, live broadcast e-commerce has rapidly "cooled down".

　　"The monopoly of head anchors is detrimental to the development of the industry. Behind the head live broadcast reflects a huge resource concentration effect, and the space available to small and medium-sized anchors and long-tail anchors is compressed." Director of the Internet Retail Department of the E-commerce Research Center of Netease , Senior analyst Mo Daiqing told the First Financial Reporter that tax management will divert the effect of head anchors, and the industry will usher in a wave of reshuffles.

　　Although there are all kinds of chaos in the live e-commerce field, it does not seem to affect the enthusiasm of merchants.

　　"The company regards live broadcast e-commerce as a key growth channel this year, and has made more comprehensive and in-depth planning. Last year's more successful live broadcast room projects will be quickly copied and iterated, whether it is self-broadcasting or cooperation with MCN institutions. This year, the company will Build more than 10 live broadcast rooms, and carry out live broadcasts according to vertical product categories." Chen Dengfeng, vice president of Zhejiang Silkie Sleep Technology, told Yicai.com that the cooperation model with anchors is based on "hourly salary + sales commission" for self-broadcasting. The method is the main method. MCN institutions have the forms of pit fee + deduction points, single deduction points, joint development products + deduction points, etc.

　　After consumers purchase goods, they need merchants and anchors to provide follow-up services such as return, exchange, and maintenance.

However, merchants and anchors may usher in a wave of bankruptcy.

　　As a businessman who has been engaged in clothing business in Hangzhou for more than ten years, Li Yun told the first financial reporter that it is expected that in June this year, it will not exceed August at the latest, and a large number of businesses who play live broadcast e-commerce will withdraw.

The reason for this prediction is that, on the one hand, the live broadcast e-commerce market is saturated; on the other hand, to do live broadcasts, we must not only do a good job in the front end, but also need to expand to the back end products and services, which is the most test of the ability of merchants of.

　　For most businesses, selling the goods is the point.

In terms of investment, they pay more attention to the anchor, live broadcast room, and operation, which also leads to the "rising water" of the cost in this regard.

　　"There are many anchors in the industry who pay 1,000 yuan per hour. This price is not called by the anchor, but by the merchant. For example, a merchant thinks that a certain anchor is very good at live broadcast, and uses 1,000 yuan per hour to dig it, which means that What? 6 hours a day is 6,000 yuan, 300,000 yuan a month. In addition to the anchor, there is also the cost of the operation team." Li Yun said, according to his observations, many live broadcast rooms are sold at very low prices, leaving it to merchants Many of the profit margins cannot cover the cost of the live broadcast team, which is the case in at least 80% of the live broadcast rooms.

　　In fact, after the Lunar New Year this year, some live broadcast rooms have already been transferred on the market in Hangzhou.

The transfer of the live broadcast room is divided into two parts: offline venues and online live broadcast accounts.

　　Regarding offline venues, Li Yun said: "In 2018, the venues in Hangzhou were 0.8 yuan to 1.2 yuan per square meter per day, and later rose to 3 yuan or even 4 yuan, which was in short supply, and now the price is falling."

　　Regarding the online live broadcast account, taking a live broadcast room account with 100,000 fans as an example, Li Yun said: "If you put it into the market last year and the year before, a fan of one yuan should be at least more than 100,000 yuan; if you want me to judge now , first look at the fan portrait of the account, whether it is suitable for my product, and then see whether the account has a current limit, whether it is worth long-term development, and then evaluate the price, it may be 8,000 to 10,000 yuan, and if it is dead, I will give 20,000 yuan."

　　Regarding the pit fees and advertising fees that often appear in cooperation with Daren anchors, Chen Dengfeng said that there has not been a trend of falling pit fees and advertising fees. He only found that some Daren anchors have less stringent requirements for product prices than before. It may be that Whether the price of pit fees and advertising fees can decrease is more related to the prosperity of the entire e-commerce market, and more related to the competition pattern of e-commerce platforms.

　　The greatest value of the e-commerce platform is to solve the link between end-to-end and source-to-source.

That is, the goods come out of the brand merchants or processing plants, without any intermediate channels, directly to consumers.

　　Why are there intermediate channels such as MCN institutions, talents, bases, and scalpers in live e-commerce?

In fact, it is to give birth to the soil of live broadcast.

　　"Platforms need to publicize and set up benchmarks in the early days, so that more merchants and talent anchors are willing to come to the platform to play. For platforms and merchants, they are very clear in their hearts that if there are more intermediate channels, they will follow the line. There is no difference between the lower channels, so what are the advantages of selling products online? Therefore, the shorter the sales channel in the middle, the better, and the talent anchor section is a large middle channel, and the required cost is very high ." Li Yun said.

　　From 2018 to 2019, Li Yun's company's live broadcast business focused on cooperating with Daren anchors.

Due to the traffic of the Daren anchor, the goods can be sold through the Daren anchor. The two belong to a commercial partnership, but the sustainability is doubtful.

For example, a Daren anchor brings a product and sells 3 million yuan today, but it is not sure whether the Daren anchor will be able to help the merchant bring goods tomorrow or the day after tomorrow.

　　Under the circumstance that it is difficult to form compound interest in cooperation with Daren anchors, some merchants set their sights on store self-broadcasting.

The cooperation between the merchant and the Daren anchor is a commercial relationship, but the relationship with the store's self-broadcaster is an employment relationship.

The fans after the store’s self-broadcasting are deposited in the hands of the merchants. With fans and traffic, the merchants will naturally have a continuous compound interest market.

　　For example, if a merchant sells a product to fans for 100 yuan through the Daren anchor, it will only be 80 yuan, or even 70 yuan, because there are many extra costs; in the store's self-broadcasting channel, merchants can sell it to fans for 80 yuan , the hand is still 80 yuan.

　　Li Yun said: "The effect of this is that fans can spend less money to buy products, and the products are more cost-effective, and the platform can also attract fans through cost-effective goods. This is for merchants, fans, and platforms. Good thing. Therefore, in the later stage, the platform will definitely not care about the talents. For the platform and the merchants, it is definitely a staged product.”

　　However, the conversion rate of self-broadcasting in stores is low compared to that of Daren anchors.

　　"For merchants, even if the conversion rate is low, they must accumulate fans. The accumulated fans are the merchants themselves. This month 100,000 fans may reach 1 million fans next year. The purpose is to attract fans who match the merchants. Come in, even if the conversion rate is a little lower, I am willing to do it." Li Yun said that the means to improve the conversion rate of store broadcasts is to enrich the content of the live broadcast room, including clothing styles, widths, and product innovation.

　　As the roles of merchants and anchors return to rationality, the focus of live broadcast e-commerce has shifted from traffic to products and services. The baptized industry will surely usher in a better tomorrow.

(Liu Li and Li Yun are pseudonyms in the text)