Who is responsible for the frequent live-streaming copycats?

  Our reporter Yuan Lu

  A fan with hanging ears claiming the joint name of Supreme x GUZI has pushed the well-known anchor Wei Ya to the forefront of public opinion.

This fan, sold at a price of 198 yuan, has recently been publicly questioned by fashion bloggers that it is a co-branded product rather than an American fashion brand.

Subsequently, Wei Ya and Gu Zi made a "refund and non-return" treatment for the fan, but did not admit the sale of fake products and publicly apologize for this matter.

  This is not the first time that Wei Ya has been involved in a counterfeit sale.

The reporter noticed that in recent times, fakes and counterfeit goods have frequently appeared in the live broadcast rooms of well-known anchors. The mixed live broadcast of goods obviously needs stricter management standards to restrain.

Wei Ya was questioned for selling fake co-branded goods

  "Everything can be Supreme." This ridicule in the fashion circle did not expect it to become an irony.

Recently, the well-trusted "top stream" anchor Wei Ya sold a Supreme x GUZI joint hanging neck small fan in the live broadcast room.

Wei Ya introduced in the live broadcast room that night, this is the first time the fashion brand Supreme has cooperated with the domestic brand Gu Zi, the price is only 198 yuan, and has repeatedly emphasized that the product is a US joint name and a non-Hong Kong agent.

The next day, fashion blogger Abestyle publicly questioned that the product was a copycat joint name.

"GUZI is a very unknown small domestic brand, and the genuine Supreme has never been co-branded with any domestic brand, and it will not be sold at 198 (yuan)."

  After Wei Ya realized that her team had made a mistake in product selection, she quickly deleted the live replay.

Faced with doubts, Wei Ya’s live broadcast room responded, “This is recommended to me by the official Tmall International Junior Er. It’s not my ideal Supreme. I hope that the merchant can refund all purchases in full without returning the goods. ."

  According to Xiao Hulu big data, in the live broadcast of Wei Ya, this "Supreme co-branded small fan" sold 21,900 pieces, and at a price of 198 yuan each, the sales amounted to 4.3362 million yuan.

Counterfeit goods frequently appear in the live broadcast room

  In January 2020, the Italian luxury brand ASH issued a statement that multiple consumers and consumer channels complained that the "Viya high-end customized women's shoes" Taobao shop counterfeit a number of products under the ASH brand. "Sales.

In response to this matter, ASH has commissioned publishing lawyers to urge relevant units and individuals to immediately stop illegal activities, take back and destroy plagiarized and counterfeit products that have been put on the market.

  In March of the same year, the original design brand squarecircle also alleged on Weibo that the style and design of a knitted cardigan sweater sold by Wei Ya on the live broadcast was completely similar to the products sold on the official Taobao store of squarecircle in December 2019, but it was only used. The replacement of poor quality yarns is actually a "cottage product".

  Celebrity anchors such as Luo Yonghao and Li Dan have also been questioned for selling fake and knockoff goods.

At the end of last year, some consumers questioned that the "Pierre Cardin" brand sweater sold in the "Make a Friend" live broadcast room was a fake.

In December last year, Luo Yonghao issued an announcement through the WeChat public account that some of the “Pierre Cardin” brand woolen sweaters sold on November 28 were identified as non-wool products after inspection. In this regard, Luo Yonghao’s related companies promised to "all Consumers who bought the product will pay three times the compensation on their behalf."

  Why do fakes and knockoffs frequently appear in the live broadcast rooms of well-known anchors?

"The live broadcast of fake sales is nothing more than two reasons. One is that the anchor team knowingly commits the'knowledge of fake sales' under the temptation of commercial interests, and the other is that the anchor team has loopholes in brand authorization and management specifications, or insufficient audit capabilities lead to cooperative sales. Fake problems arise." said Li Weihua, a partner in the Shanghai office of Dacheng Law Firm.

The reporter noticed that Luo Yonghao had previously stated frankly that "Make a Friend" is only a small e-commerce service organization with more than 200 people, and its auditing capabilities cannot surpass large e-commerce platforms, and he dare not promise to be 100% free from fakes.

  Li Ni, vice president of a short video KOL trading platform, told reporters that the core problem of the frequent occurrence of live-streaming fake sales is that the live-streaming team is not strong enough to control the product and supply chain.

"But this is not a reason for the anchor to shirk responsibility. Whether it is intentional or unintentional, fakes are fakes."

Anchor with cargo should bear the responsibility of review

  In live streaming, how to define the responsibility of the anchor?

Can "dare to promise to be 100% free from fakes" can become a "shield" for the anchor to avoid liability?

  Zhao Zhanzhu, a special researcher of the Electronic Commerce Research Center, told reporters that the quality of the products is not right, and the anchors peddling the "three noes" products, fake and inferior products in the live broadcast room, all involve contract breaches, consumption fraud and other issues.

"The anchor, as an advertising spokesperson, should have used the products he endorsed, and as an advertising publisher, he should review the authenticity and legitimacy of the advertising content, otherwise he will be jointly and severally liable for this."

  The reporter noticed that last year the Supreme People's Court disclosed a case of Beijing Internet Court.

Consumer Wang Moumou bought his privately sold mobile phone through the live broadcast room out of trust in the anchor Xu Moumou. After receiving the goods, he found that it was a copycat mobile phone. After the communication failed, he reported Xu Moumou and his live broadcast platform. In the court, the court ruled that the anchor bears the liability for compensation.

Experts in the industry also put forward the suggestion that “star live marketing is regarded as a participant” to avoid the side of legal liability.

  On May 25, the "Administrative Measures for Online Live Marketing (Trial)" was officially implemented. This is the first domestic self-regulatory standard for online video marketing activities. It delineates 8 red lines for live broadcast behavior and highlights 5 key links in the live broadcast room. Management, which puts forward clear requirements on the advertising compliance related to live marketing activities, live marketing venues, interactive content management, product service provider information verification, consumer rights protection responsibilities, and the use of virtual images on the Internet.

This means that the chaos of the anchor "selling goods to the front and hiding from the last" is expected to be further resolved.