news

gao shuhua, chief commentator of peninsula media

on september 8, "xiao yangge cried" dominated the hot search list for a long time, which means that the fight between the two top e-commerce anchors has become "white-hot". a few days ago, simba, the top e-commerce anchor, and xiao yangge started a war because of the same brand of hairy crabs. simba directly accused xiao yangge of not having a sense of entrepreneurial responsibility and "issued a challenge": if xiao yangge did not take action within a week, he would take out 100 million yuan to compensate and provide after-sales service to the "three sheep" consumers. under pressure, xiao yangge cried during the live broadcast on the evening of september 7, responding that "there are three after-sales service in total" and promised that "if there is a problem, we will definitely be responsible to the end."

the situation continues to ferment and has been repeatedly on the hot search list. while exposing the chaotic ecology of the live streaming e-commerce industry, we can't help but wonder: is this a just battle in which anchors challenge each other to maintain the reputation of live streaming, or is it a carnival of low-cost traffic diversion by internet celebrities?

the emotions of netizens and consumers have been aroused. everyone is eager to know how xiao yangge will respond. will he take the initiative to compensate for the problematic products sold in his live broadcast room before, such as "three no" hair dryers, "lymphatic meat" preserved vegetable and pork with pork belly, and suspected fake moutai? although xiao yangge stated that there are "three after-sales", in the eyes of netizens, "you have to go through three procedures to return the goods". but if xiao yangge shirks responsibility, can consumers of "three sheep" expect to get a refund from simba?

regardless of the outcome, compared to vulnerable consumers, the supervision and anti-counterfeiting efforts of online celebrities are indeed not small, which can be regarded as the most effective self-purification of the entire live streaming industry. in this way, we might as well be bold and wait for the final result to see whether the anchors can fulfill their promises.

but what cannot be ignored is that simba denounced xiao yangge for "being destined to have nothing to do with entrepreneurs in this life". his own history is not clean either. wang hai once "debunked" the "sugar water bird's nest" sold in simba's live broadcast room. according to statistics, the scale of my country's live broadcast e-commerce market has increased by 10.5 times in the past five years. at the same time, the increase in complaints and reports is as high as 47.1 times, which is significantly higher than traditional e-commerce. in the second quarter just passed, the year-on-year growth rate of the transaction scale of my country's live broadcast e-commerce market dropped to 12.6%, the lowest in the past two years. it is not difficult to find that the traffic anxiety of big anchors is becoming more and more difficult to suppress.

this online verbal battle is more like a traffic carnival. as the explosive news continues to break out, it has greatly attracted traffic between different platforms, which is more conducive to consolidating the status of online anchors. however, such a traffic carnival has many hidden dangers. we must be vigilant against the top anchors who use their personal will to control traffic, suppress dissidents, and impact the online live broadcast ecosystem under various banners. if the platform fails to control, consumers will ultimately suffer. in this regard, the competent authorities should pay attention to the situation at any time. it is a good thing for big anchors to compare services with each other, but they should intervene in time when they go astray.