China News Service, Shanghai, March 13 (Reporter Chen Jing) In the past two years, China's consumer market has continued to expand, and private traffic represented by live streaming has become the mainstream of the market after rapid growth.
The Shanghai Consumer Protection Commission disclosed on the 13th that through investigations, it was found that there are many problems with live-streaming products, including serious misleading of sugar content, low compliance of food labels for live-streaming products, and "zero addition" has become a major marketing rhetoric , "high, rich, reduced, low" is very arbitrary.
Food is a consumer product that consumers purchase frequently.
Nowadays, consumers are paying more and more attention to the environment and health, and food with "health concepts" has become one of the fastest-growing consumer categories.
It is understood that in order to evaluate the current status of the live streaming model, the Shanghai Consumer Protection Commission selected the "healthy concept" food field from the perspective of consumption frequency to conduct a consumption survey of live streaming.
This "Healthy Concept" food live-streaming consumption survey monitored 100 live-streaming rooms on 14 consumers' regular online shopping platforms, and selected products that claimed to be nutritionally healthy (low-fat, low-sugar, low-sodium, low-energy, high-protein, etc.) food, and recorded the entire live broadcast explanation, promotion, and purchase process to collect fixed relevant evidence, and conducted relevant testing.
The Shanghai Consumer Protection Commission compared 100 live broadcast rooms from multiple perspectives such as consumers' right to know, right to choose, and right to fair trade. The overall average score of each live broadcast room was 5.44 points (out of 10 points).
The Shanghai Consumer Protection Commission compared the scores of store live broadcast rooms and Internet celebrity live broadcast rooms. The store live broadcast room scored 4.65 points and the Internet celebrity live broadcast room scored 6.49 points.
The Shanghai Consumer Protection Committee conducted a horizontal comparison of purchased samples by product category. The average scores from high to low were: dairy products 8.08 points, beverages 6.53 points, preserves 5.14 points, cereal products 4.89 points, pastries 4.67 points, and snack foods 4.15 point.
Among the 100 live broadcast rooms investigated by the Shanghai Consumer Protection Commission, 83 involved "sugar-free, sucrose-free, no added sugar, no added sucrose" and other related products.
The anchors of this type of live broadcast room will emphasize that the product is suitable for people such as "sugar people", "sugar babies", "sugar control people", "pregnant mothers", "elderly people", "children", etc., in order to attract this group of people. Make your purchase with confidence.
Judging from the anchor's oral broadcast, web page details, product labels and test results, nearly one-half of the products are false, and some products claiming to be sugar-free actually contain very high sugar.
A total of 66 "zero added" products were involved in 100 live broadcast rooms in this survey, covering various terms such as "zero added colorings" and "zero added preservatives" mentioned in live broadcasts, web pages and product packaging.
But in fact, some products do not need to add coloring or preservatives at all, while some advertising "zero added" is a marketing gimmick. Even if the relevant ingredients are detected in the product, the merchant can still interpret it as "raw materials are brought in."
The investigation also found that some anchors obviously lack professional knowledge in food safety and nutrition, and use it casually during live broadcasts, which can easily cause misunderstandings among ordinary consumers.
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