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. After a series of "car overturning" incidents, the live broadcast of goods is becoming negative. Wang Han, Li Xueqin, and Li Jiaqi were criticized by the China Consumers Association by name. The bird’s nest sold by Simba was only sugar water... These rollover incidents were concentrated on data fraud, poor products, and difficult after-sales guarantees. They also exposed the first growth dividends of live streaming. The troubles that have to be faced head-on.
(Image source: Visual China)
This is just the tip of the iceberg where the problem of live streaming is frequently encountered. It seems that the threshold for live delivery of goods is not high, and it is necessary to be responsible to consumers. In fact, the requirements for product selection and overall supply chain services are not low. Head anchors often have sufficient selection personnel on their own, and there will still be "turnovers". For small and medium-sized anchors with their heads down, the problem of controlling the quality of products is even more troublesome. Behind the amazing transaction volume of
, the huge regulatory blind spots in the cargo market have been exposed one by one. As the goods-carrying market enters different stages of development, these blind spots have also shown different characteristics, setting off rounds of turmoil, and intensifying the contradictions between merchants and anchors, and between anchors and consumers.
is different from selling well-known brands at low prices in the early stage of live broadcasts. The price war for live broadcasts continues to sink from the more well-known brands.
Some well-known anchors rely on their personal influence to bring some weakly branded products into the live broadcast room. These products need a channel with both traffic and brand to open up sales for their products.
They and well-known bloggers seem to take what they need, and they also invisibly amplify product quality risks. In order to obtain the conversion rate of the goods, the anchor will vigorously put pressure on the brand to exchange price for quantity. On the other hand, manufacturers who want to rely on low prices to open up sales, may not hesitate to make a hammer sale at the expense of quality. When high quality and low price are beyond expectation, shoddy becomes a stopgap measure.
On the eve of the "Double 11" shopping spree, platform anti-monopoly strikes. Before and after, from live marketing information content management regulations to online transaction supervision and management measures, and supervision from restricting upstream platforms to penetrate to various participants in the middle and lower reaches, the state has successively issued more than ten relevant regulatory documents to address online platforms and commodity operators. The responsibilities of webcasters are sorted out, and responsibilities are divided into different levels. More and more detailed regulations are made on the entry threshold and data storage of live streaming, so as to build an all-round and multi-level supervision system. The live broadcast of
brings the goods to today, which is very similar to the situation of Lao Luo. After Lao Luo's live broadcast debut, he received many different voices from the outside world. There were doubts and ridicules from the crowd, and the expectation and encouragement of loyal fans, but he still gave a proud live broadcast record.
is the same as Lao Luo today. The live broadcast industry is burning and exploding, and it goes too fast. Regardless of the flowers and applause from the outside world, whether it is questioning or criticizing, the "debts owed" must be paid, and problems must be corrected. Leek cannot be cut one crop after another. How to define the responsibilities between the merchants and the anchors, how to solve the after-sales problems, and who will supervise the real and effective live data. After the gorgeous opening, "starting and ending" will be an endless challenge.
Commentator丨Tao Feng
Editor丨Hu Ke
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