Have you ever been overwhelmed by the "snatch" atmosphere in a live broadcast room and placed an order in a hurry? Recently, a "Double 11" consumer rights protection public opinion analysis report released by the China Consumers Association showed that during this year's "Double 11" promotional activities, negative consumer information was mainly concentrated in two aspects: live broadcast and unreasonable rules, and criticized Taobao by name. There is a problem of "not changing after buying" in the live broadcast of the first brother Li Jiaqi, and the live broadcast of the Internet celebrity talk show actor Li Xueqin and the host Wang Han are suspected of having a billing phenomenon.
Beiqing-Beijing Toutiao reporter interviewed and learned that "swiping orders" for live data has become a phenomenon in the industry. The State Cyberspace Administration of China and the State Administration of Radio and Television have taken measures to control the data traffic fraud and cause damage to others. Penalties will be imposed on the extent of their behavior; the live-streaming activities will also set rewards, punishments and withdrawals.
China Consumers Association named the celebrity celebrity anchor circle powder "swipe the order"
Recently, "businessmen dissatisfied with Yang Kun live broadcast with goods to report the alarm" boarded the hot search. In November, Yang Kun's live broadcast room brought goods, the sales volume was 1.2 million, and the refund was 1.1 million. For this, the three merchants who paid the "pit fee" ranging from 100,000 to 135,000 directly chose to report to the police, accusing them of being suspected of swiping orders during the live broadcast. , Fraud and other issues. However, the police believed that this incident could only be regarded as a civil dispute, and suggested that the law should be taken instead of filing the case. However, the intermediary MCN agency that contacted the three merchants said that they (the company) did not brush their orders, and the negotiations between the two parties were fruitless. The
incident is just the "tip of the iceberg" in the recent live broadcast of a cargo rollover incident. On November 22, the "Double 11" consumer rights protection public opinion analysis report released by the China Consumers Association showed that the hardest-hit areas with negative consumer complaints had live broadcasts. The report directly named Wang Han, Li Xueqin, Li Jiaqi and other celebrities and Internet celebrity anchors, and once again exposed the problems of "cleaning orders" in the live broadcast room, traffic fraud, and no one paying for after-sales service.
In a live broadcast of digital products with Li Xueqin and Yang Tianzhen as guests, the intuitive data showed that 3.11 million people watched, but in fact, only less than 110,000 real fans watched it, and the rest were all machines. After being named by the China Consumers Association, Li Xueqin responded that he immediately contacted the platform to understand the situation and let the platform solve the problem. She stated that in that live broadcast, she was “only as an interactive guest” and “not involved in any form of live broadcast room operation” and had no knowledge of all data operations. Behind the falsification of
data: In order to fulfill the contract and "face"
, an industry insider engaged in the live broadcast industry revealed to the Beiqing-Beijing Headline reporter that the current live broadcasts of top Internet celebrities and celebrities more or less have the phenomenon of flushing water flow. Some are not done by artists, but by agencies or live broadcast companies. There are two main reasons for brushing traffic. The first is to check the number of views in the live broadcast room, which is the "face project", which can show the popularity of artists or Internet celebrities; the second is to brush the product sales. The main reason behind this is to complete the contract. The second is to maintain the "status" of Internet celebrities and artists. "If a merchant wants to sell something in the live broadcast room, in addition to the sales commission, he also has to pay tens of thousands or even hundreds of thousands of yuan of'pit fee'. And the live broadcast room will agree on the roi (return on investment) when signing the contract with the merchant. If it can’t be completed, it’s a breach of contract.” The person said, for example, the merchant paid a pit fee of 50,000 yuan for a live broadcast. If the agreed roi is 1:5, the live broadcast needs to sell more than 250,000 yuan. . Of this amount, even if the return rate reaches 70 to 80%, the live broadcast room is considered to have fulfilled the contract in accordance with the contract. After removing the cost of ordering, there is still a certain profit.
Therefore, many live broadcast rooms will immediately release sales reports at 12 or even 2 in the morning after the live broadcast. "Because once this time has passed, the order-swiping company starts to organize returns, and the third-party platform data will become unsightly."
Live streaming will set up rewards, punishments, and withdrawal measures.
will create false and chaotic live broadcast data. The Office issued the "Regulations on the Management of Internet Live Marketing Information Content Services (Draft for Solicitation of Comments)" on November 13, soliciting public opinions. It clearly stipulates that operators of live broadcast rooms and live broadcast marketers engaged in Internet live broadcast marketing information content services shall publish product or service information truthfully, accurately and comprehensively, and shall not "fake or tamper with attention, page views, likes, and transactions." Wait for data traffic to falsify". For those who violate the above regulations and cause damage to others, clear penalties are also made on the corresponding degree of behaviorRegulations.
On November 23, the State Administration of Radio and Television issued the “Notice on Strengthening the Management of Online Show Live Broadcast and E-commerce Live Broadcast”, stating: “It is necessary to address the top live broadcast rooms, top anchors and accounts, and high-traffic or high-transaction live broadcasts. Cargo activities should be focused on management and compliance inspections should be strengthened. It is necessary to explore the establishment of a real-time dynamic management mechanism of scientific classification and grading, set up rewards, punishments and withdrawal measures, improve the ability to identify and combat data fraud, and play an active role in maintaining the integrity of the market environment."
Content from Beijing Youth Daily
