| Viewpoint: Uncle Qiuye | Editor: Lin Lin
Liu Genghong is sitting at home, and disaster comes from the sky.
Simba, the "Kuaishou No. 1 brother" who was not in trouble at first, took offense to the Douyin platform, and by the way revealed the past stories of many celebrities selling fake bird's nests, specifically mentioning Liu Genghong's name.
This short essay is ramble on and I can’t stand it. I’ll highlight the key points for you.
Simba scolded Douyin three times:
scolded Douyin for double standards.
Many famous celebrities on Douyin sold fake bird's nests, including the popular Liu Genghong. How come no one punishes them but only me?
scolded Douyin for covering up.
These people are selling the same sugar-watered bird's nest, which is more expensive than him, but Douyin hides all the sales evidence.
criticized Douyin for controlling public opinion.
said that when he was fined, Douyin officials bought a lot of hot searches to blackmail him to suppress the Kuaishou platform.
Obviously, it is the platform that Simba wants to parade around. As Douyin’s current darling, Liu Genghong was the first to be implicated.
Liu Genghong’s live broadcast room responded quickly, and issued an apology statement the next day.
saw this matter and passed it lightly.
Unexpectedly, the Simba team released another list, including nearly 20 well-known celebrities and anchors, who all recommended fake bird's nests.
It seems that Simba was banned from Douyin for 24 hours, so it is not so easy to laugh away the grudge.
But who will take care of the feelings of the public?
watched the anchors attack each other, watched the platform be helpless, and watched the fakes being difficult to eradicate.
This farce has made the public even more disgusted with the anchors who carry goods, and they have lost confidence in shopping in the live broadcast room. There is no winner in the whole incident.
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All live broadcasters are the first to be humiliated.
Some netizens said that Simba's courage to expose was a righteous act and should be promoted.
Perhaps judging from the results, Simba’s move has made some anchors more vigilant, but more ordinary consumers are actually very disgusted.
This is like Zhang San sleeping in class. The teacher caught him and immediately reported it to the teacher. Li Si, who was hiding in the back row, also fell asleep in class.
This is not to say that selling fake goods should not be exposed. Of course, selling fake goods should be beaten up by everyone.
However, If an industry wants to develop healthily and vigorously, reporting and punishment of employees should go through standardized channels, right?
If colleagues can spread conclusions at will, execute people privately, or even incite public opinion, who would think there is hope for this industry?
I once chatted with an executive from a Fortune 500 insurance company. He said that 20 years ago, China’s insurance industry was still in its primitive stage, and the public was very wary of insurance, saying it was a lie.
One of the focuses of industry supervision at that time was to prohibit peer attacks.
Insurance practitioners are not allowed to say in front of customers that other insurance companies have problems, their products are not good, insurance agents lie, etc.
What should I do if I find a problem? Report it back to your company at all levels, and finally report it to the China Insurance Regulatory Commission .
Practitioners must remember one sentence when they are employed - if
attacks peers, customers will lose confidence in the entire industry.
The same principle also applies to today’s wildly growing live streaming industry. The
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platform is also a headache.
was banned for 24 hours. Douyin handled it very lightly. After all, Simba was famous and dared to openly challenge the officials. Anyone who knows
knows that Simba, as a person who angrily denounced the platform’s “double standards”, is the beneficiary of the “double standards”.
Because of Kuaishou's "double standard", he can directly shout to the official in the live broadcast room:
"I hope you can keep your eyes open. I Xin Youzhi can mobilize all the resources in the country, and I can leave at any time."
You change it. Ordinary anchors would have been permanently banned if they tried it.
Because of Kuaishou's "double standards", he was sued for selling fake goods. After being banned, he continued to receive traffic.
Why was he the one who received the heaviest penalty when fakes came out? It was precisely because he had a lot of traffic and sold more.
Fake bird's nest, Simba sold 57,800 orders, and came up with a plan to compensate three for every fake. The refund amount exceeded 60 million, plus a fine of 900,000. Such a large amount of compensation is rare for an anchor. No wonder he still feels sore today.
and Liu Genghong only sold 177 orders and returned 25 orders, which is not even a fraction of Simba’s.
Due to numerous consumer complaints, Simba attracted "professional anti-counterfeiter" Wang Hai, who eventually caused uproar in the city.
When a person makes more money than others, he naturally takes greater risks and should be more cautious than others.
You want to make more money, you want to give more limelight, but if you are punished too much, you feel aggrieved. This is not appropriate.
" People " magazine has reported that Simba talked to Taobao. If he went to Taobao, he could fuck himself to the head within a month, but he was rejected.
The reason for Taobao is to promote self-broadcasting by brands and merchants, and does not want one anchor to dominate. Isn’t this the idea of all platforms?
In the past, Li Jiaqi and Weiya , no matter how big the brand, still placed themselves in the position of the platform's product anchor.
Look how low-key Lao Luo is, saying that he is just an online salesperson on Douyin, there is nothing magical about it.
No matter which platform it is, the best anchor is not to form a faction of his own and use traffic to dominate the platform, but to bring goods well.
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The platform and anchors are suffering from serious illness, and the consumers are the ones who are most hurt.
The situation of the platform is changing. When the anchor collapses, other anchors will stand up. Anyway, it’s all going around, but those of us who pay for things are the ones who are being tricked by fakes!
Some netizens said helplessly that it is so difficult to buy real goods in a live broadcast studio because they rely on those who sell fake goods to crack down on them.
For a goods anchor, there is nothing more terrifying than selling fake goods.
But from the current point of view, this incident has little impact on Liu Genghong’s live broadcast business.
Because two years ago, when the incident of selling sugared bird's nests broke out, Simba was already the "Kuaishou No. 1 Brother", while Liu Genghong was just a side dish on Douyin.
Moreover, Liu Genghong did a good job in crisis public relations. He did not shirk the blame and stood up to apologize as soon as possible, which seemed to be responsible.
However, selling fake goods is selling fake goods. Selling more and selling less is essentially the same.
What we should think about is that celebrities are now popular in selling products. They have traffic and are popular with passersby, but how many of them really care about consumers and conscientiously select products?
Selecting products does not just require intention, but also requires ability, technology, and even courage.
is just like the original words of Yu Minhong teacher: "Oriental Selection does not charge a pit fee, and you will not be kidnapped. The pit fee means gambling." Only by not charging pit fees can we be user-centered and take the initiative in our own hands.
This is the courage to refuse short-term interests.
And celebrities sell goods across different industries, as if they are separated by mountains. Have they made the necessary preparations? Are there any long-term options?
Or should I just be a hands-off shopkeeper and leave the product selection entirely to the partner company?
Recently, the news that Qiwei live broadcast room is suspected of selling fake products has been hotly searched.Some consumers found an appraisal agency on their own, and the results showed that the facial mask they bought was fake.
Regarding the public’s doubts, Qi Wei’s response to the live broadcast room was very professional and very safe - "Already called the police. Waiting for the police results."
Celebrities are not professional in selecting products. When something goes wrong, it is the supplier who falls, and the live broadcast room has the most Even if a fine is imposed, the amount is not enough to burden the star.
Legally speaking, the anchor cannot be punished; in terms of rules, there is currently no corresponding management basis.
However, if fake goods appear in the live broadcast room, whether it is a celebrity or an anchor, do they really have no responsibility?
What is most easily overlooked in this world is often the "banality of evil", which refers to a person giving up personal value judgment and unconditionally obeying the current mechanism.
"I don't know""It's none of my business""I'm not responsible for this part", This is the mantra of the banality of evil.
This allows a person to have no conscience uneasiness when he does something wrong, and he can quickly "figure it out" -
I am just a worker, I just obey the arrangements, and leave the responsibility of conscience and consequences to the organization.
hopes that the anchors who bring products will be more self-disciplined, more sincere, less internal strife, and more caring about their feathers.
Netizens will not naturally reject live streaming. Only when the practitioners are respected can this industry be respected.
