Live streaming should strengthen self-discipline, anchor endorsements can't just make money without taking responsibility
Industry Watch
As the anchor endorsement, you can't just make money and not take responsibility. The live broadcast industry has reached a stage of comprehensive reflection and rectification.
According to media reports, the fraud of Simba bird's nest has been investigated by the Guangzhou market supervision and management department.
As the head anchor of the same name as Wei Ya and Li Jiaqi, Simba's bird's nest fraud has caused a lot of trouble. From the beginning, professional counterfeiters Wang Hai and others questioned his bird's nest fraud. Simba once threatened to sue the other party. Finally, in the face of conclusive facts, He can only choose to admit his mistakes, and now he has been investigated by the regulatory authorities. The extent of his "face-slap" has made others look at him.
Although the punishment results for this matter have not yet been released, it has also sounded a wake-up call for the e-commerce live broadcast industry: After extensive early development, e-commerce live broadcasts are currently "available to everyone".
Open all major e-commerce apps, no matter what kind of store is doing live broadcast, every anchor in front of the camera said the same thing: how cheap our products are, how good the quality, if you miss this round, you must adjust to the original price , Under the continuous bombardment of anchor speech, it is inevitable that many consumers will place orders for it.
However, there is a big question mark to what extent today's anchors can control the quality of the goods they bring.
The media interviewed several head anchors before, and these head anchors often broadcast three to four hundred live broadcasts a year, boasting that they would have time to live broadcast during the New Year.
With such a high frequency of live broadcasts and at least a dozen categories with goods in a show, even if there is a so-called supply chain and quality control team, can dozens of people be able to fully understand the mass of goods in such a short period of time. Complete quality control procedures?
Throughout the development process of e-commerce live broadcast, it has only risen for two or three years. Whether it is the anchors themselves, or the consumers and media who enter the market, most of them pay attention to their relatively novel ways of bringing goods and the tried and tested price tags.
However, e-commerce live broadcasts must comply with their basic sales laws.
First, there is a basic balance between the price and quality of the goods. If the goods with the goods are far below the average market price, in addition to the early cooperation between the merchants and the anchors, the focus is on brand marketing rather than income. Profiting from it, the long-term loss of money and yelling things cannot continue.
If the anchor blindly asks the partner merchants to lower prices for impulse, it is inevitable that there will be a backlog of goods, unsold goods offline or other channels, or even high imitation, fake and inferior goods.
If this abnormal development logic continues, the probability of occurrence of quality problems with live streaming will continue to increase.
The State Administration of Market Supervision released statistics for the first three quarters of 2020 on the national 12315 platform.
Among them, in the first three quarters, the 12315 platform across the country received 21,900 complaints and reports related to "live broadcast", an increase of 479.60% year-on-year.
If the quality of live streaming products cannot be taken seriously, I am afraid it will intensify.
As the anchor endorsement, you can't just make money and not take responsibility. The live broadcast industry has reached a stage of comprehensive reflection and rectification.
First of all, the anchor must strengthen self-discipline, which is not only responsible to consumers, but also to avoid ultimately "provoking" legal responsibility due to quality problems.
According to the provisions of paragraphs 2 and 3 of Article 56 of the "Advertising Law", if false advertisements of goods or services related to consumers' lives and health cause consumer harm, the advertising spokesperson shall bear joint liability with the advertiser; The law clarifies that advertising spokespersons who endorse false advertisements will bear both fault and no-fault civil liabilities, that is, if the endorsement product causes harm to consumers, whether subjectively or not, they must bear joint liability.
□Bi Ge (financial commentator)