china economic review: to be a good anchor, you need integrity
2024-09-15
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the top anchor "crazy little brother yang" has been "a bit annoyed" recently. first, the "problematic braised pork" and "fake moutai" that he once promoted became hot topics again. another top anchor "simba" even though he was "banned" by the platform still wanted to "fight" with him, and persevered in paying "industry condolences" to the relevant "victims"; professional counterfeiter wang hai "finished the knife" again, exposing that a beef roll promoted by "crazy little brother yang" was not the "original cut" he claimed; then, a "high-end mooncake" that "crazy little brother yang" was recently sold was accused of counterfeiting the origin and was returned in large quantities...
in recent years, many "internet celebrities" and even film and television stars have "unswervingly" joined the ranks of live streaming. as the live streaming e-commerce market has skyrocketed from 10 billion yuan in 2017 to tens of trillions of yuan in 2023, the top anchors who have stood out in the fierce competition have also made a lot of money by relying on high slot fees and high commissions. without offline middlemen to "earn the difference", the top anchors and their companies have become new middlemen. "traffic monetization" is fully reflected in the top anchors.
the fact that an originally unknown anchor can be upgraded to a top anchor certainly has its own strengths. but it is undeniable that in recent years, news about top anchors "turning over" in live streaming has become a hot topic in the public opinion field. "crazy little yang" is not an isolated case, and behind it is the issue of consumer rights protection. the frequent "turning over" of top anchors also highlights the imbalance between the development and regulation of the live streaming e-commerce market to some extent. data shows that in the past five years, the scale of the live streaming e-commerce market has increased by 10.5 times; 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.
it is worth noting that the regulations on the implementation of the consumer protection law of the people's republic of china (hereinafter referred to as the regulations), which came into effect on july 1 this year, have made five provisions for online consumption, which are also applicable to live streaming. on this basis, the regulations have also made many regulations in view of the characteristics and prominent issues of live streaming. this will undoubtedly promote the healthy and sustainable development of the live streaming e-commerce industry and help better protect the rights and interests of consumers.
at the same time, it should be noted that although the regulations clearly state that “everyone is responsible” for the platform, the live broadcast room, and the anchor, the top anchors mostly play the role of “advertising spokespersons” when live broadcasting goods, so that once a problem occurs, they will only bear joint and several liability to avoid “refund one and compensate three”. some top anchors even played “word games” and marked the product page of the live broadcast room with words such as “the seller of this product is the store to which the link belongs, not this live broadcast room”. this practice of evading responsibility is obviously lacking in responsibility, and not only can it not save the reputation, but will instead be questioned more. in fact, the top anchors are not only advertising spokespersons for the products, but often also act as sellers or marketers.
this also reminds us that we need to continuously improve laws and regulations and promote judicial practice exploration in response to relevant issues in the live broadcast e-commerce industry. further clarifying the legal responsibilities and obligations of anchors, platforms, merchants and other parties can provide regulatory authorities with a clear basis for law enforcement, thereby strengthening supervision of the entire process of live broadcasting, forcing the industry to exercise self-discipline, and making consumers feel more at ease. top anchors have a "benchmark effect" in the industry. in addition to the regulatory authorities having made them the focus of supervision, platforms must also put management in the forefront, effectively supervise and constrain the behavior of top anchors, and establish a more stringent internal punishment mechanism.
for live streamers, consumers are their bread and butter. no matter how big a brand they are, they should respect and love their consumers. when recommending products, live streamers must ensure the quality of the products and the authenticity of the information, and must not mislead consumers. especially for top live streamers, the greater their ability, the greater their responsibility. they should not only establish a sound risk management mechanism, but also take the initiative to assume corresponding responsibilities and be responsible to consumers to the end. many times, what consumers want is "attitude."
no one is perfect. everyone can feel how sincere they are in correcting their mistakes. with the rapid development of society, no one dares to say that they can enjoy the benefits of live streaming for a lifetime. some top anchors are also developing in diversified fields. but no matter what you do, you can't do without the word "integrity". (deng hao, commentator of china economic net)
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source: china economic net
