Ten tens of thousands of products are sold in ten seconds, and sales volume is 267 million yuan in 2 hours. At present, the "net red" of all the short videos and live platforms has become a favorite of all businesses by virtue of the strong "take delivery" capability. However, reporter survey found that in addition to the legitimate business of some regular businesses, there are many chaos behind the market of "net red" and "carrying goods", such as false data on platform live broadcast, false advertising and "three no" products, and consumers' complaints about rights protection are endless.
"Net red" "take goods" admission buyers accidentally "into the pit".
At present, the short video and live broadcast platform has become the focus of advertising in clothing, cosmetics, daily necessities, food and other industries by virtue of the advantages of traffic entry. In the jitter, many well-known "net red", after the release of the street wear video, the same clothing shopping links often harvest tens of thousands or even tens of thousands of browse, "take goods" ability amazing.
Insiders say that celebrity endorsements are more popular than in the past. Now, on the short video and live platform, please "net red" and "bring goods" are more popular.
In 2019, Taobao's direct broadcast ecological development report showed that the number of anchors who joined Taobao live in 2018 increased by 180% over the same period last year. In 2018, the Taobao live broadcasting platform "carried goods" exceeded 100 billion yuan, up nearly 400% over the same period last year. Reporter survey found that, in addition to Taobao, in the current voice, micro-blog and other platforms, "bring goods" is also in full swing. According to the analysis of the insiders in the interview, there is no shortage of "net red" cooperation with merchants to carry out the "benign" goods, but there are many "pits" behind some of the "net red" and "carry goods".
In May this year, Miss tung of Shanghai sent a complaint on the WeChat public address. She saw an aunt selling the dried shrimp video on the shaking platform, then ordered to buy it, but eventually the shrimp and the video were "quite different from the roast shrimp". Ms. Dong looked at it carefully, and found that she bought three products. When she applied for a refund on the platform, she found that the order information was no longer there. In response to the trembling response, it said that there was a false advertisement on the shelves and suspended the roast shrimp products advertising line.
Reporters recently saw on the shaking platform that someone had recommended a shoe rack through a short video. In the video, with the sound of background music, a dozen pairs of shoes on the ground were messed up quickly and neatly to the so-called "super fire" shoe rack. At the price of 159 yuan, the reporter bought 21 shoes in the same section, and when he opened the box after receiving the goods, a plastic smell of choking nose came. After a closer look, the shoe rack is rough and the shoes will be placed in place. If the shoe is buckled, it will be misplaced. The slightly heavier shoes will fall apart, which will be far from the effect of publicity in the video.
The three big "God pit" of "net red" and "carrying goods"
According to the netizens' report, the reporter combed and discovered that there are mainly three "God holes" in the current "net red" and "carrying goods":
- false propaganda is rampant, and the quality of products is not good enough.
Reporters on a number of short video, live platform to see, some hype exaggerated propaganda, mainly concentrated in cosmetics, daily necessities, food and other fields, some buy "live" in full swing, the commentary "cry". Many people believe in false propaganda and have bought the "hot money" recommended by "netred". However, they found that many products are "three no" or highly imitated products, even causing physical discomfort after use. In addition, the reporter learned that, through propaganda and marketing, the process of buying desire is called "planting grass". The team that writes and publishes the content of "grass planting" on behalf of others will, according to the needs of businesses, fabricate promotional soft articles or videos with personal experience to mislead consumers.
- live data corruption, hidden gray industrial chain
Reporters in the QQ group search "brush data", "live" and other keywords, a large number of large network platform for data brush groups. Reporters randomly joined a group, and found that the number of fans such as brushing fans, comments, forwarding volume, quantity of praise, browsing volume, number of viewers, and the number of people interacting with live broadcast was overwhelming.
In this QQ group, many group members who publish similar advertisements claim that in addition to improving the data such as "Zan Zan" and other data, they can also "open the Taobao live room, push the voice to be popular, change sales volume, deal with the difference between the middle and the poor, and upgrade". The fees range from several yuan to 10000 yuan, and at the same time, it can help to show the "whole process" of the "whole process" of the "live broadcasting room" and "so and so". The reporter contacted one of the publishers, who said, "now the team can receive hundreds of orders per day."
- the payment is optional, and it is difficult to return the goods.
Reporter survey found that when buying some "net red" recommended products, some people asked consumers to pay directly through personal WeChat and Alipay, so that the replacement and rights protection is very difficult.
Beijing citizen Xiao Chen told reporters that not long ago, he saw a weight loss drug on the Taobao live platform. The anchor said that adding assistant WeChat could enjoy the privilege. However, after Xiao Chen plus WeChat, the other side said that to enjoy the discount, it is necessary to transfer the order directly through WeChat or Alipay, and no longer go through the electronic business platform. "When I think I can't pay for the product, or if I need to return the product, I will be deleted by the other party and WeChat will give up the purchase." Xiao Chen said.
On some short videos and live platforms, many anchors directly mark the micro signals in their home pages, and add "V" before the number, so that customers can be drained to WeChat to purchase products.
Experts said that through private transactions such as WeChat, once disputes arise, late returns can not be guaranteed, complaints will be faced with difficulties in safeguarding rights. In addition, experts also said that some businesses sell products of inferior quality through short video and so on, then they will take off their products to prevent consumers from "coming to the door", which will also cause difficulties for safeguarding rights.
Multi weave "net red", "take goods" trap experts recommend strengthening supervision
A person familiar with the broadcast industry told reporters that some of the "net red" do not have enough product identification capabilities, and can not control the quality of products; some "net red" can not get the endorsement of the big brands, even when they know that the products are in question, they will continue to exaggerate the product effect and hype, or through the counterfeiting and beautification of data to attract business cooperation. In addition, some businessmen are eager to see profits and see that it is easier to cash in through the search for "net red" and "bring goods".
At the same time, many of the "net red" is not "alone", behind the signing of the agency to promote. A person claiming to be able to sign a contract agency told reporters that these institutions are equivalent to "net red" brokerage companies, responsible for packaging "net red", docking platform and advertisers and other work. Similar to the live broadcast, there are many agencies in the market. The 20 thousand to 30 thousand yuan can help the original institutions that do not have the qualification to be registered, and successfully register in the short live video and live broadcast platforms.
In Beijing, a person who worked on content auditing in a short video platform said that at present most of the platforms use "AI+ manual" method to conduct content audit, and there are platforms for content audit work to be carried out by third party organizations. However, many platform audit mechanisms can only judge whether the video content and form conform to the specification, and it is difficult to determine whether the goods in the video are fake or inferior. "If every" carry on "video product increases the quality audit process, it is hard to achieve at present.
Liu Deliang, a professor at the Law School of Beijing Normal University, believes that the major short videos and live platforms should further improve the content audit mechanism, standardize their own platform payment and order tracking system, constrain the establishment of a comprehensive after-sales service mechanism for the platform businesses, and the relevant regulatory and law enforcement departments should establish an online inspection mechanism, and propose the establishment of an online "carrying goods" credit system to carry out data counterfeiting activities in the whole network and improve the cost of fraud.