people's daily commented on the war of words between two top live-streaming anchors: the lifeline lies in integrity
2024-09-14
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recently, the war of words between two top live-streaming anchors has intensified, and the frequent "explosive news" has attracted a lot of onlookers. compared with various "black materials" and personal grudges, what is more worthy of 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 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 seller of the product is the store operator to which the shopping link belongs", trying to cut responsibilities through the so-called "disclaimer" and distance themselves from the relationship between themselves and the quality of the product. it should be clear that in actual operations, the words and deeds of the anchors, the publicity strategies used, etc. will have an impact on consumers' purchasing decisions. in particular, the top anchors use their own influence to attract traffic and promote products, and they must be responsible for the quality of the products.
the lack of effective constraints on live streamers is not conducive to protecting consumer rights and interests, nor is it conducive to the long-term healthy development of the industry.
the code of conduct for online live marketing stipulates that "the anchors should ensure that the information is true and legal during live broadcasts, and shall not make false propaganda about goods and services, deceive or mislead consumers". the top priority is to further clarify the rights and responsibilities of anchors, platforms, merchants and other parties, and increase supervision and crackdowns on illegal activities. only in this way can we plug the loopholes for opportunism and make the relevant parties fearful, cautious in words and actions.
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 activities in response to new situations, changes and problems.
