Anchor touches the red line of fake goods, "conscience brings goods" should return to the original heart
Spotlight
The industry is still in the early stages of development, and the platform, host team, and related departments need to work together to regulate and purify the industry environment.
Following the "Kaishou Brother" Simba (real name Xin Youzhi) and Luo Yonghao overturned one after another, the anchor industry was shrouded in a haze of fakes. Recently, an anchor of Xin Youzhi's Xin Xuan team was exposed to the platform and banned again.
The reason is the false promotion in the live broadcast or the sale of counterfeit and shoddy products.
According to statistics, this person ranked second in sales of Xinxuan during Double Eleven.
Also in recent days, Internet celebrity anchor Gao Huohuo released a video, apologizing for the discrepancy between the travel card promoted in the live broadcast room and the actual situation, and promised to pay.
I believe that the growth process of every major anchor starts with conscience.
Simba also started from creating an e-commerce anchor matrix innovating and building a Xinxuan joint, emphasizing on the quality of selection and the love of the industry. At the beginning, Simba's products were very cost-effective, even cheaper than some wholesale prices. It is really difficult for people to buy genuine products. He was linked to the sale of fakes, but in the end the cold facts still alert us.
Why did you touch the red line of fakes after the development matured?
First of all, these live broadcast giants are usually team operations.
Product selection has a dedicated person in the team. Some mature anchors sell fake products. A large part of it is because the team has problems in selecting products and communicating, or because the team has loopholes in reviewing the qualifications of merchants and controlling product quality. It is possible that the anchor himself did not know, and eventually caused the phenomenon of live broadcasts not ashamed of selling fakes.
However, this does not mean that the anchors themselves can be irresponsible. It is precisely because these professional teams work to select products that consumers will trust the products sold by these anchors, and they are responsible for ensuring the quality of the products.
Secondly, in the business model of these top anchors, pit fees are an important profit point.
The products promoted in each live broadcast are limited, so there will be a pit fee determined according to the traffic.
Generally speaking, fake manufacturers pay higher pit fees because of their greater profit margins. Some anchor teams will choose these fake manufacturers because of asymmetric information and driven by benefits.
At the same time, currently, in the field of e-commerce live broadcast, the definition of responsibilities after the product is sold is relatively vague, and anchors are more responsible for product quality because of their own wings. There is no very clear definition of legal responsibility. This also gave many anchors some room for loopholes, and from the other side pushed them to sell fakes.
Today's live broadcast boom is like Taobao ten years ago. Five years ago, micro-businesses will inevitably go through a more chaotic and more fake development stage, but these do not mean that live streaming is a failed business model.
The industry is still in the early stages of development, and requires platforms, anchor teams, and related departments to work together to regulate, purify the industry environment, and promote the healthy development of the industry.
In order to regulate the development of the entire industry and break away from the haze of counterfeit goods, it is necessary to strengthen relevant supervision, improve industry development rules and regulations, strictly regulate the behavior of anchors, and punish platform anchors suspected of selling or fraudulently in accordance with laws and regulations.
In addition, it is necessary to clarify the responsibilities between the platform, the anchor, and the enterprise, especially the anchor team. It is necessary to clarify its after-sales responsibilities and emphasize its responsibility for product quality assurance. Only in this way can the anchor really choose goods for consumers. , So as to give play to the role and advantages of this emerging product.
There is nothing wrong with the emerging thing of e-commerce live broadcasting. We should standardize the development of the industry by strengthening supervision and clarifying responsibilities. The anchors themselves should also clean themselves up, improve the platform selection process, shoulder the trust of consumers, and return to their original heart. Don't let "conscience carry goods" only carry goods.
Pan Helin (Executive Dean and Professor of the Institute of Digital Economy, Zhongnan University of Economics and Law)