Live streaming platforms crack down on "low-cost tours": Douyin has handled more than 2,000 live streaming rooms in the first half of the year
2024-08-13
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The "low-cost tours" in the live broadcast room are facing rectification by the platform.
Recently, Douyin released the "Announcement on the Progress of Consumer Rights Protection in the First Half of 2024" (hereinafter referred to as the "Announcement"). The announcement shows that in the first half of this year, Douyin has dealt with more than 2,000 "low-price tour" illegal live broadcast rooms and more than 1,000 illegal merchants and talent creators.
At the same time, Kuaishou, one of the live streaming platforms, launched a special campaign against "unreasonably low-priced tours" as early as last year. According to the official news from Kuaishou e-commerce, Kuaishou prohibits merchants from publishing tour products with a price lower than 200 yuan per person per day, and prohibits the publication of unreasonably low-priced tour products through free air tickets, cash back, etc. In addition, the price of the product details after using marketing methods such as buy x get x free, coupons, etc., shall not be lower than 200 yuan per person per day.
According to the announcement, Douyin clearly stipulates that merchants are not allowed to publish unreasonable low-priced travel products. "This kind of 'low-priced travel' is often accompanied by illegal phenomena such as offline price increases, which seriously damages the rights and interests of consumers." Douyin said in the announcement that Douyin will dynamically adjust the price standard every month based on market research, historical transaction prices and regulatory requirements to ensure that the price of goods meets the minimum standard set by the platform. Goods below the price limit will not be available online.
The Paper noted that in response to the increasingly prominent problem of low-cost tours, in order to guide merchants to operate in compliance, Douyin issued the "Management Rules for Merchants' Travel Agency Violation Points" and launched the "Travel Agency Violation Points" mechanism to conduct a comprehensive assessment of the performance of merchants in all aspects, and violations will be dealt with accordingly. Data shows that in the first half of the year, Douyin handled a total of 4,336 travel agency performance issues, involving 783 merchants, and the violation rate per 10,000 orders was reduced by 27.0% compared with last year.
The Paper reporter Wu Qi and intern Wang Zexuan
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