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on september 14, in qingdao, shandong, blogger @科技新一 posted a post complaining that his assistant bought hong kong meicheng mooncakes in xiao yangge's live broadcast room and wanted to return them but the other party refused to refund them, so he could only blame himself for his bad luck. subsequently, the topic #boss bought 15 boxes of hong kong mooncakes and cried that he would not send them out# became a hot search, attracting a lot of attention from netizens.

according to reports, recently, the live broadcast rooms under crazy xiao yangge have been selling mooncakes under the brand name hong kong meicheng, which are advertised as being produced by "hong kong meicheng". in fact, the mooncakes are basically produced in guangzhou and foshan. in this regard, some netizens questioned that the mooncakes are named after hong kong, but in fact they have nothing to do with hong kong, and are suspected of false advertising.

i believe that many users bought the product for the title of "hong kong mooncake", but eventually found that it was "in name only" and the merchant took advantage of the information gap to harvest consumers. legal professionals said that whether such behavior constitutes fraud needs to be determined in combination with more facts, but it is closer to misleading consumers. they claim to seek benefits for "family members", but in fact they treat "family members" as leeks, losing their integrity and reputation. it can be said that they picked up sesame seeds and lost watermelons. no wonder netizens said, "i will not buy things in xiao yangge's live broadcast room in the future."

what is even more puzzling is that some netizens who bought mooncakes wanted to return them, but after communicating with customer service, they were told that they could not return the goods. they were told that "7-day unconditional return and exchange service is not supported". such arrogant merchants are not afraid of losing the hearts of the people when they know they are wrong but are evasive when it comes to taking responsibility. how can they build long-term trust with consumers?

in the long run, the lifeline of live streaming sales lies in integrity and service. consumers are willing to pay for goods, largely out of trust in the anchors. it is obviously unreasonable for anchors to mislead consumers but remain unaffected or even "turn a blind eye to the matter". the lack of effective constraints on anchors is not conducive to protecting consumer rights and interests, nor to the long-term healthy development of the industry.

the top priority is to increase supervision and crackdown on illegal activities on the basis of further clarifying the rights and responsibilities of anchors, platforms, merchants and other parties. only in this way can we plug the loopholes of opportunism and make the relevant parties fearful, cautious and restrained. to this end, the platform must consolidate the main responsibility, ensure that the relevant information of the operators on the platform is true and valid, and strengthen the review and monitoring of the anchors and their business activities on the platform. anchors should also remember that "family members" are not used to "pit". playing some tricks of selling dog meat under the guise of sheep meat will not last long. only by truly returning to the essence of word-of-mouth marketing and strictly controlling the product can we keep the trust of "family members".

kang lei, commentator of upstream news