Securities Times reporter Wu Zhi
Two public "crackdown on counterfeiting" incidents pushed several head-carrying anchors to the forefront.
First, a certain beauty product brand issued an official letter, pointing out that the brand’s products sold by Kuaishou’s delivery anchor “Mr. Yu” in its live broadcast room from November 10th to 11th were not officially authorized, and were suspected of misleading consumers and false propaganda.
Then "professional counterfeiter" Wang Hai reported that the Douyin anchor "Crazy Little Yang" sold a brand of wall-breaking machines and meat grinders with false power ratings. The actual power of the meat grinder and wall-breaking machine with a marked power of 300W was Only 120W, 105W.
"Mr. Yu" and "Crazy Little Brother Yang" are the head anchors of their respective platforms.
"Prince Yu" currently has 35.35 million fans, and his platform certification information also includes titles such as "Chief Star Promotion Officer of Kuaishou Beauty Makeup".
"Crazy Little Brother Yang" has more than 100 million fans on the Douyin platform. According to third-party monitoring data, it has long been among the top three on the monthly list of Douyin live streaming.
Although the "crackdown on counterfeiting" incident has occurred for many days, it is still unclear whether there is a problem with the products involved.
After the incident, the two anchors adopted a cold treatment method, not only did not directly respond to the doubts about the product, but also did not explain the ins and outs of product selection, shelves and sales.
However, both anchors removed the products involved in the store.
The "Measures for the Administration of Online Live Marketing (Trial)" (hereinafter referred to as "the Measures") issued in 2021 clearly stipulates that live broadcast room operators and live marketers engaged in online live marketing activities shall abide by laws, regulations and relevant national regulations, and follow social order and good customs , to publish product or service information truthfully, accurately and comprehensively.
Live broadcast room operators and live broadcast marketers shall not release false or misleading information to deceive or mislead users; they shall not market counterfeit and shoddy products that infringe intellectual property rights or do not meet the requirements for personal and property safety.
In addition to this method, there are many relevant laws and regulations in China that provide for the handling of false publicity and counterfeit sales.
According to the page records, the sales volume and sales of the related products involved are not low, and there are many people involved.
Because of this, it seems inappropriate for the head anchor to respond silently when encountering "crackdown on counterfeiting".
Doing so will not help resolve disputes, and may also violate the requirements of relevant laws and regulations.
In addition to the fact that the anchor should actively respond to doubts and take responsibility, the platform and relevant institutions should also play their own management and supervision functions, restore the truth, and actively promote dispute resolution.
In this regard, there have been successful cases before.
In November 2020, "Shi Damei", a team member of Kuaishou head anchor Simba, was accused of the fact that the instant bird's nest that was brought live was sugar water, which aroused public attention.
Afterwards, Simba responded that he would recall all the bird's nest products sold in the live broadcast room, and would first assume the responsibility of refunding one and compensating three.
Market supervision departments in Guangzhou and other places also launched investigations into the incident and finally imposed penalties; the Consumers Association of Henan Province filed a consumer civil public interest lawsuit against the incident.
The joint participation of multiple parties contributed to the resolution of the incident.
Live streaming has developed to this day and has become a large-scale industry.
The reason why many consumers are willing to shop in the live broadcast room is not only because of the low price, but also because of their trust in the host who brings the goods.
In the future, similar "counterfeiting" incidents will likely occur again. If the anchors still just quietly remove the products, instead of actively responding to demands and solving problems, they will eventually lose the trust of consumers.