news

한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina

recently, the war of words between two top live-streaming anchors has intensified, with the frequent emergence of "explosive news" attracting a lot of onlookers.compared with various "black materials" and personal grudges, what deserves more attention is the product quality issues that are closely related to the vital interests of consumers, and how to rectify the chaos in the live streaming e-commerce industry.

it is said that in the "caotourou incident" of meicaikourou exposed by the 3.15 gala this year, the three companies involved had their production licenses revoked and fined, but the seller was not punished. after problems such as product quality and safety, false advertising, etc. occur, fines and "refund one and compensate three" punitive compensation are usually borne by the merchants, while the seller can get away with it. there are many similar cases in the industry.

image source network

some live broadcast rooms mark the product pages with words such as "not the seller" and "the product seller is the store operator to which the shopping link belongs", trying to cut responsibility through the so-called "disclaimer" and distance themselves from the quality of the product.it should be clear that in actual operation, the anchor's words and deeds, the promotional strategies used, etc. will have an impact on consumers' purchasing decisions. in particular, the top anchors use their own influence to promote products and must be responsible for the quality of the products.

the quality of goods has deteriorated, but the anchors who sell the goods are not affected at all, and even "turn a blind eye to it", which is obviously unreasonable.the lack of effective constraints on live-streaming hosts is not conducive to protecting consumers’ rights and interests, nor is it conducive to the long-term healthy development of the industry.

the "code of conduct for online live streaming marketing" stipulates that "during live streaming activities, anchors should ensure that information is true and legal, and must not engage in false propaganda of goods and services, deceive or mislead consumers."the most urgent task is to further clarify the rights and responsibilities of anchors, platforms, merchants and other parties, and to increase supervision and crackdown on illegal activities. only in this way can we plug the loopholes of opportunism and make the relevant parties fearful, cautious in words and deeds.

in the long run, the lifeline of live streaming lies in integrity and service. consumers are willing to pay for products largely out of trust in the anchors. if the products repeatedly "turn over", and they rush to make money but are evasive when it comes to taking responsibility, how can they build long-term trust with consumers?

ultimately, if we want to say goodbye to wild growth and achieve healthy development of the industry, the sellers must uphold professional ethics, improve their business standards, and improve operational procedures. they should be less blindly enthusiastic about gimmicks and traffic, and more focused on quality and service.

data shows that the transaction volume of live e-commerce in my country will exceed 4.9 trillion yuan in 2023. as new models and new formats of the online consumer market continue to emerge, the industry can only gain stronger development momentum by timely increasing the supply of systems, improving relevant rules, guiding and regulating, drawing red lines and bottom lines, and punishing illegal behaviors in response to new situations, changes and new problems.