Investigation|Not only bitter drama, live broadcast with a script! Pay attention to the anchor's personal testing and other words

In the consumption shady scene exposed by the "3.15" party, the "bitter drama" in the live broadcast room made many elderly people addicted to it, and the hoarse anchors won sympathy by making up vulgar and exaggerated plots, and harvested the traffic of the elderly in a mouthful of "parents". At present, the exposed accounts such as "Ma Hongliang" and "Xiao Zhang Says Things" have been removed from the platform. But in fact, the script routine of bringing goods in the live broadcast room is much more than that.

"Mom, dad" and "family" in the mouth of the anchor

In the case exposed by the "3.15" party, Mr. Li's mother and Ms. Yang's mother were fascinated by some emotional live broadcasts that helped people resolve disputes and mediate family conflicts. Through the designed bridges, the anchors perform absurd performances with hired actors, and stage scenes of "bitter drama", just to take advantage of the sympathy of the elderly. In the anchor's shouts of "parents", the old man not only praised the anchor, but also bought a lot of products recommended in the live broadcast room that claimed to have miraculous curative effects, but these products are solid drinks, tablet candies and other ordinary foods.

"My mom buys their stuff all day, and I say that the mothers don't believe it, so I believe the anchor, it's really crazy." "My dad just finished arguing with me over this!" "My mother bought a pair of underwear, 399 yuan a piece, saying that it has the effect of ultraviolet rays and can regulate the disease on the body. I didn't expect my mom to be like this. "My 80-year-old grandmother was obsessed with watching this and didn't listen." After the bitter drama in the live broadcast room was exposed to trick the elderly into buying "miracle medicine", many netizens left messages in the comment area saying that they also had "the same" elderly people trapped in it.

In addition to pretending to be awe-inspiring to help "parents" resolve disputes, another common term used by anchors in the live broadcast room is "family". The brand side gave a price, but the anchor suddenly threw a lower price during the live broadcast, and the brand side did not agree, so the two sides quarreled, and the anchor said that he would also sell it to his family if he "poured money"; There are also deliberately wrong product prices, such as the original 99 yuan product, which was marked by the assistant as 59 yuan, the anchor scolded the assistant on the spot, and finally endured the pain of "loss" and sold it to his family.

These seemingly "bloody" inferior bridges often make the old man fascinated. A few days ago, the well-known anchor "Simba" bombarded this phenomenon, saying that the emotional anchor arranged the script to deceive the elderly to consume, resulting in no way to return, while the platform connived at the emotional anchor and created false popularity and false data.

The anchor's "pro-test experience" also has a script

The reporter's investigation found that the script in the live broadcast room is far more than a "dog blood" emotional drama.

"This aloe vera gel is a skin care product that I have been preparing myself, and the calming effect is particularly good" "This skin care water absorbs quickly, and I don't block pores at all after using it" "After I apply this lip mask, the original dry skin, dandruff, and dry lines have been significantly improved"... In the live broadcast room, the anchors held up one product after another, sparing no effort to recommend and describe their experience to the audience.

"It's all scripted." The person in charge of a KOL (opinion leader) content and e-commerce integrated marketing platform told reporters that this has become a mature industrial chain, including those who write scripts, provide goods talk, and accept anchors to customize oral copywriting. "Inexperienced young anchors read ready-made texts in the live broadcast room when bringing goods, and experienced big anchors or medium anchors generally customize their lines according to their personal characteristics."

After searching on an e-commerce platform, the reporter found that there were many merchants selling ready-made live streaming phrases or script lines. The reporter placed an order for 19.8 yuan for nearly <> pieces of "dismantling of live broadcast room with goods" sold in a month, and found that these words have been accurately subdivided into various commodity categories, such as skin care, food, beauty, electrical appliances, etc.

Taking lipstick as an example, a classification script wrote: "Beautiful lipstick in the clue life, the upper mouth is very smooth", "Look at the degree of paint off its shell, you know how much I love it", "I use it every day, with any piece of clothing is very good", at the same time remind the anchor in the remarks that lipstick must not simply stay in the description of texture and color, but use "brainwashing sales techniques", such as "paint you are a noblewoman", "can squeeze out the mouth of water", "little wolf dogs will pounce on you" and so on.

"This is a new makeup remover wipe that has just been launched, and I have been using them since I got them, and I can't stop it! (Show the empty box to the audience)""This skin care water is a new product in our store, I have only a little left of this bottle myself" "XXX star the same shower gel, our family uses this shower gel to bathe"... The reporter saw that skin care and daily use products also have a large number of "pro-test" lines for the anchor to choose, and even remarks on the coordination action.

The inducing of consumption chaos should stop

Even, even the "fracture price" that the anchor came with his mouth open is a trick that has long been prepared. For example, the "surprise welfare part" that the audience often hears in the live broadcast room, such as "this price is the anchor really gives back to the fans", "the loss sales, the general generation can not get this price", "don't think, shoot directly, only we have such a price here", etc., are all one of the training contents of the anchor's necessary words.

Under the routine of "ultra-low prices", consumers become victims. Mr. Lu, a citizen, bought a pair of men's sneakers of a certain brand in a live broadcast room last year "Double 11". The anchor said that the activity price of 579 yuan is the lowest of all platforms, and it will be refunded if it is not the cheapest. But after Mr. Lu got the shoes, he compared it and found that a platform gave a price of 559 yuan, and the anchor's refund was rejected.

Li Min, a senior partner at Shanghai Hansheng Law Firm, said that live streaming scams are a phased product in the process of the great development of the Internet economy, and they have their own reasons from their emergence to repeated prohibitions, but the essence of this phenomenon is still dishonest and even fraudulent consumption behavior in the consumer field, which is extremely harmful to consumer rights and interests, and it is particularly important to rectify such phenomena.

He suggested that on the one hand, the regulatory level still needs to further strengthen the formulation and implementation of laws, regulations and norms, and strengthen the supervision and standardization of the entire industry, including live streaming platforms and live streaming practitioners; On the other hand, live streaming platforms should further improve platform rules, and strengthen supervision and rectification from the perspectives of the entry of live streaming practitioners and the development and conduct of live streaming activities.

Reporter Sun Jie