False propaganda, shoddy products, and sales of impending products do not prompt the
merchants in the live broadcast room to "release water" to make consumers disturbed
Follow "Double 11"
This year's "Double 11", various anchors resolutely joined the "battle" and yelled on the platform one after another. Some of the anchors carried hundreds of goods in a single show, and their sales amounted to tens of millions or even hundreds of millions of yuan.
However, many consumers have discovered that the "lowest in history" claimed by the anchor is actually false propaganda, and there is no way to defend their rights; some consumers find after receiving the goods that the cheap goods are actually impending or defective.
Experts believe that false propaganda, vulgar performances, shoddy, impending product sales, and other chaos in the process of live streaming goods not only harm the interests of consumers, but also greatly harm the normal business environment. They should be divided into stages. Gradually implement supervision.
Grab "Offers" in Live Room
Reduce the price of the goods before they are received
Consumer Xiaowei told the Beijing Youth Daily reporter that she was "pitted" by the anchor.
On October 20th, she bought the "Di Jia Ting Facial Mask" from Di Jia Ting's official flagship store in a live broadcast room of an anchor. The brand positioning of the 10-box pack is 600 yuan, and the exclusive coupon for the live broadcast room of the anchor is again 140 yuan and cross stores. The full discount is 90 yuan, and the final price is 370 yuan.
Its brand is called "historical low price".
But on November 1st, after paying the final payment, Di Jiating’s official live broadcast room released a large number of super large 305 yuan coupons. The 5-box mask in the live broadcast room was priced at 554 yuan, plus full discount activities, and the final price was obtained. Less than 120 yuan.
"Just a few boxes of facial masks, I bought 140 yuan more expensive. The price is too ridiculous. With the money spent in the live broadcast room, I can buy 50% more products."
Seeing so many price cuts, Xiaowei and the other sisters thought of using the "price protection" mechanism to protect their rights, but she saw that the product has been removed, and prompted: "Dear, this product has been removed, and the platform cannot automatically identify the price difference. If there is a need to make up the difference, it is recommended to contact the merchant for friendly negotiation."
Now Xiaowei just wants to refund the difference. The product has not been received yet, and the price of the mask is reduced first, which is difficult to accept.
But in the live broadcast the next day, the anchor only said that "reissue a box of mask."
According to calculations, the value of this box of facial mask is about 25 yuan, which is a far cry from the price difference of 140 yuan.
In the live broadcast, the anchor hinted that the problem was caused by the "discharge" of large coupons from the Dijia Ting brand.
He said: “If you want to do long-term business, if you want to cooperate again, please set me the lowest price on October 20th. Don’t just make a big deal on “Double 11” because the KPI is not completed. Coupons. A large coupon of 2000 or 3000 will not help your GMV (total turnover). It also makes us have a lot of customer complaints. It's really annoying, or don't participate.' Double 11'" "Brands that have not been resolved after the 12th, will not cooperate in the future. I hope everyone will give you some more time."
Exaggerate the effect to induce an order
Anchor brings goods to consumers "noisy"
There are still many consumers who buy "noisy goods" in the live broadcast room.
The netizen "Free Kick Master" said that he had bought a lotus root noodle in the live broadcast room, and found that it was impending when he received it, and the price of the purchase in the live broadcast room was 14 yuan each, while the advertising price was 15 yuan taels. indivual.
Another consumer said that although the anchors chanted "the lowest price on the whole network", "30%, 40%, and 50%", the discounts on many products were realized in the form of gift samples or single products. The price of the live broadcast room does not have an advantage.
A few days ago, the Beijing Consumers Association released the survey results of the consumption experience of live streaming products. The survey results show that the current consumption experience of live streaming products is generally good. However, there are also some suspected false propaganda, non-public license information according to regulations, vulgar words and deeds, The price is misleading and there is no obvious reminder of the risks of private transactions.
Among the 100 live-streaming samples in this experience survey, 17 samples were suspected of having false propaganda.
Among them, there are 7 Taobao platforms, 5 Pinduoduo platforms, 3 JD platforms, 1 Douyin platform and 1 Xiaohongshu platform.
The samples suspected of false propaganda are mainly caused by the anchor or other staff in the live broadcast room who used falsely exaggerated propaganda products and used extreme terms to induce consumers to place orders, which is suspected of infringing consumers' right to know and choose.
In addition to traditional products, there are also problems such as live broadcast false propaganda in the medical beauty market.
For example, in December 2020, Mengquan Fashion (Beijing) Trading Co., Ltd. will use the personal live broadcast account registered on the Kuaishou Short Video APP to conduct live broadcasts to promote online sales of self-operated products.
In the process of promoting the second-class disinfection products (non-medicine and medical equipment) labeled as "Huayuan Miyu Antibacterial Gel", He used therapeutic functional expressions, which actually misled consumers.
The party’s behavior violated the provisions of Article 8 Paragraph 1 of the Anti-Unfair Competition Law. According to Article 20 Paragraph 1, the party was ordered to stop the illegal act and was fined 200,000 yuan.
The General Administration of Market Supervision believes that with the increasing popularity of consumer groups in the medical aesthetics industry, the consumption penetration rate increases, and the number of consumers who are younger and new to medical aesthetics increases.
However, the characteristics of high single-time consumer prices in the medical aesthetics industry, complicated professional knowledge, and high risk of making mistakes in decision-making have made consumers mostly use the Internet to research "strategy" before consuming, and "evaluation" is for consumers to conduct medical aesthetics. An important reference factor for consumer decision-making.
Precisely because of these characteristics of medical aesthetics consumption, consumer reviews and other content that originally required consumers to write based on real service experience have been falsified by some unscrupulous medical aesthetics institutions.
Some organizations use "swiping orders to speculate letters" and fabricate user reviews to mislead consumers blindly and impulsively.
Expert: gradually implement supervision in phases
It is recommended that business anchors share the responsibility
Why live streaming is the hardest hit area for false propaganda in terms of price?
Internet analyst Ge Jia told a reporter from Beijing Youth Daily that many live broadcasts are sentimental, treat users as family members, and the lowest price on the entire network is to give family benefits, etc., but in fact, according to the sales volume of the anchors, It is basically impossible for them to obtain any bargaining power in the supply chain, and the low price of the goods is directly related to the supply chain ability.
So on the whole, not only are the products sold by the anchors not cheap, they are also very expensive.
He said that in order to make up for this defect, he showed the illusion that the things he sold were cheap, so various routines were staged.
Live streaming can be called the base camp of all kinds of routines. Some anger suppliers in public and even fight hands. Some pretend to be drunk and mistype the price but still do not change the price to give back to users. In fact, these are all performances. The anchors do all of this. Not only does it have no psychological burden, but it becomes more and more natural.
He suggested that the state should gradually implement regulatory actions in phases to deal with false propaganda, vulgar performances, shoddy, impending product sales, and other chaos in the process of live streaming, because the existence of these phenomena not only harms consumption. The interests of the people are also extremely harmful to the normal business environment.
Pan Helin, executive dean and professor of the Institute of Digital Economics of Zhongnan University of Economics and Law, said that as far as the price is not the lowest, the price can be traced through the price-insurance policy. Merchants and anchors must also be held accountable, and false propaganda is not allowed, especially When tracing the unit price of a product, some merchants recently reduced the price in disguise by buying more at a discount, but the insured price was the price of a single consumer before.
Therefore, merchants should be considered to circumvent the insured system and start from the average transaction price to give users insured compensation.
As for the sale of impending and defective products, this should be shared by the merchant and the anchor. The anchor, as the promoter, should bear joint and several liability for product liability and be responsible for the refund of compensation.
At the same time, the platform can consider scoring the sales of live broadcast anchors to give consumers a certain right to speak.
Chen Yinjiang, deputy secretary-general of the China Consumer Protection Law Research Association, believes that there are indeed many problems with live streaming.
The main reason is that the live delivery of goods is a new online shopping model. Both platforms, merchants, live broadcast room operators, and live broadcast marketers are relatively lack of mature live delivery experience, and some short video platforms have not carried out product sales before. Business, so there is no mature merchant access, daily supervision and after-sales service system. The relevant laws and regulations are gradually being improved, and the relevant supervision is still being explored.
In addition, some platforms or businesses lack a sense of integrity and law-abiding, taking advantage of the fact that the live-streaming delivery model is not mature enough, and the relevant laws and regulations are not sound enough, deliberately taking advantage of the opportunity to scrape the ball in order to seek illegal benefits.
In view of the current situation, one is to further clarify the legal attributes and responsibilities of different subjects and different behaviors in the live delivery process through legislation or formulation of administrative regulations, so as to provide a clear regulatory basis for the regulatory authorities and also for the operators. Delimit the legal red line; the second is to further consolidate the main responsibility of the platform. This investigation found that the problems are mainly concentrated on some new short video platforms, or platforms that have had more problems in the past. For some platforms with good reputation in the past, Problems are rarely found in the live-carrying investigation; the third is to increase supervision and penalties. Once problems that violate laws or regulations or damage the legitimate rights and interests of consumers are found, not only must they be urged to implement rectification, but they must also be severely investigated and dealt with and publicly exposed in accordance with the law. Effectively enhance the effectiveness and deterrence of supervision.
Text/Reporter Wen Jing