According to the Jimu News report on December 29, 2022, recently, a certain actor was on the hot search because of his "good acting skills".
This is not because of his good film and television works, but because he staged a "acting bargain" with the brand when the live broadcast brought the goods, and this kind of bargaining plot was played in the live broadcast rooms of major stars and anchors. Not uncommon.
According to industry insiders, this is one of the most useful scripts for live broadcasting, and the brand side is cooperating with the anchor in acting.
"I won't sell it anymore, I can't sell it!" "No, I must arrange the benefits for my fans today." On the one hand, the so-called brand side is crying and begging the anchors or stars who bring the goods not to cut prices or post links, otherwise To lose money; on the other hand, anchors or celebrities continue to bargain, forcing brands to add more sources of goods to "benefit" fans.
Most people will basically laugh it off when they see this kind of "immersive live broadcast bargaining", thinking that the acting skills are too exaggerated and it is easy to see through.
But some netizens said that although they knew it was a routine, they thought it was more cost-effective to buy it at the price in the live broadcast room.
Whether it is a live broadcast bargaining, a singing and dancing style of bringing goods, or a mic-style live broadcast, it is essentially a promotional method. Taking advantage of the spectator's psychology of hunting for novelties and picking up leaks, the actors perform the ultimate pull of their acting skills according to the pre-arranged "script", so that consumption Those who feel that they may buy a cost-effective product.
However, some experts said that this well-designed routine seems to be taking advantage of consumers, but in fact it is impossible for businesses to lose money.
Obviously it is this price, but in the live broadcast, the price is first raised and then "cut" to the original price through acting. This is an act of deceiving consumers, or it has been suspected of price fraud.
Consumers are willing to patronize celebrity live broadcast studios, but what they value is the social influence and good reputation of celebrities, especially when celebrities call "family members" one by one, which makes consumers feel that celebrities will bring benefits and benefits to them.
If celebrities squander this trust unrestrainedly, they will only be abandoned by consumers in the end.
In fact, there is already a relevant restraint system for promotional behaviors like live broadcast bargaining.
For example, the State Administration for Market Regulation has issued a document requiring strict regulation of promotional behaviors, increasing the openness and transparency of promotional behaviors, and prohibiting illegal sales promotions such as raising prices before discounting, fabricating original prices, and failing to fulfill price commitments.
Nowadays, the old routine promotions are still repeatedly banned. The fundamental reason is that the cost and benefits of protecting the rights of merchants’ false promotions are not equal, and it is difficult for consumers to prove afterwards.
Every year around Double Eleven and other shopping festivals, local market supervision departments will hold relevant guidance meetings or issue consumption reminders in order to regulate centralized online promotions and maintain online market order.
For live streaming, relevant departments should have a more timely and normalized governance mechanism so that unscrupulous merchants and anchors dare not and cannot mess around.
It is a typical act of dishonesty to raise the price first and then bargain, and if it infringes on consumers' right to know and right to choose, it will also constitute fraud.
The Law on the Protection of Consumer Rights and Interests has made it clear that if the goods or services provided by the operator are fraudulent, compensation for one refund and three compensations can be made.
On this basis, the consumer protection committee, market supervision and other departments should continuously improve the convenience of consumers' rights protection, reduce the cost of rights protection, and improve the efficiency of rights protection.
Of course, regulatory governance cannot always lag behind.
Some people in the industry have previously called for a black-and-white list system for anchors and celebrities who bring goods. Those who have violated the law and are included in the blacklist of dishonesty should restrict their professional behavior; a punitive compensation mechanism can also be introduced to improve the responsibility of the responsible person. illegal costs.
New e-commerce formats such as live streaming and delivery of goods are in the ascendant. All parties are exploring how to achieve sustainable development, but routines and tricks on consumers should never be tolerated.
In any case, improving the consumer experience is the kingly way. If the idea of cutting consumers’ leeks cannot be fundamentally changed, no matter how much the anchor brags, it will be difficult to change the fate of being abandoned by consumers.
(Worker's Daily)