Live Broadcast With Goods And Regulatory Outlets

Live with goods, but also meet regulatory outlets.

On March 15, the General Administration of market supervision and administration released the consultation data of accepting consumer complaints and reports in 2020. According to the data, the 12315 platform nationwide has accepted 2.0332 million online shopping complaints, accounting for 28.04% of the total number of complaints and reports accepted by the platform,

Among them, live delivery with goods has become a disaster area for complaints. Problems such as lack of product quality control, the use of "limit words" to guide consumers to impulse consumption, and the difficulty in ensuring the return and exchange of goods after-sales have emerged in an endless stream.

In 2020, China's 12315 platform received 25500 "live" complaints, accounting for nearly 80% of the total, with an increase of 357.74% year-on-year.

The problems faced by the live broadcasting industry with goods can not be ignored. Yesterday, the General Administration of Market Supervision issued the measures for the supervision and administration of online transactions, which formulated a series of standardized trading behaviors in view of the supervision of new business forms of online transactions, the protection of consumers' rights and interests, the protection of personal information, fictitious transactions, and "one out of two" platform The broadcast video shall be kept for at least three years from the end of the live broadcast.

The General Administration of Market Supervision announced today that it has recently carried out administrative guidance on improving the product quality of the live broadcasting platform with goods. At the guidance meeting, the General Administration of market supervision put forward six requirements for the live broadcasting platform with goods, such as ensuring the quality of live broadcast products, actively fulfilling the responsibilities of the live broadcasting platform with goods according to law, and regulating the marketing and publicity of commodities.

The market supervision bureau has taken measures one after another, which means that the online live broadcasting industry with goods will face strong supervision.

In 2020, with the spread of an epidemic, live delivery will rise rapidly. With the continuous rise of live broadcasting platforms, the influx of big V anchors and various traffic stars, live delivery with goods has become a fast channel for businesses to improve sales.

According to the prediction from relevant institutions, the number of users of China's online live broadcasting will reach 524 million in 2021, and the market size will exceed 900 billion yuan.

A large number of capital into the Bureau of live e-commerce, is bound to have an impact on the market. With the popularity of live broadcast with goods, the chaos behind the live broadcast gradually surfaced, and even intensified.

In November last year, Simba, the first brother of fast hand broadcasting, overturned due to selling fake bird's nest in the studio. Wang Hai, a professional anti-counterfeiter at that time, said that the instant bird's nest products sold in the studio were "sugar water". After the case was fermented, the market supervision department ordered Heyi company under Xinba to stop illegal activities and fined 900000 yuan.

The Simba incident is not an exception. In addition to live selling of counterfeit goods, the wrong products, fake and shoddy products and "three noes" products, water injection of sales data, suspected swiping of orders, shirking responsibility of anchors and platforms, and difficulties of consumers in safeguarding their rights and interests, etc., have been repeatedly prohibited.

At the same time of the Simba incident, the state cyber information office drafted the "provisions on the management of internet live marketing information content services" and solicited opinions from the public. The regulations pointed out that operators of live broadcasting room and marketing personnel of live broadcasting should not send false information, cheat or mislead users, and should not make up or tamper with the attention and browsing volume , like volume, transaction volume and other data flow fraud.

To stop the chaos in the industry, it is far from enough to rely on the regulators. Each live broadcast platform should implement the main responsibility. After all, commodity trading is ultimately carried out on the platform, and the relationship between the anchor and the consumer depends on the platform.

The question is whether the live e-commerce platforms such as Kuaishou and Shuo Yin can take responsibility, strengthen internal governance, and further solve the problems in the development of live e-commerce? Maybe it's a long way to go.