"top streamers" frequently fail, how can live streaming sales last long
2024-09-17
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□qiu huanjiao (shanxi university)
recently, the "hong kong meicheng mooncakes" sold by three sheep network technology co., ltd. through live streaming has attracted attention. according to official announcements, a case has been filed against three sheep network technology co., ltd. for suspected "misleading consumers" and other behaviors during live streaming, and the case will be handled in accordance with the law and regulations based on the results of the investigation. (global times, september 17)
in the era of traffic being king, the live streaming industry's wei ya and li jiaqi, kuaishou's former top anchor tian you, and wechat's former king mi meng... all of them have gone from glory to fall from grace. the three sheep are now under investigation, and their entries are dominating the hot search list. this incident has undoubtedly poured cold water on the booming live streaming sales industry. however, this cold water was poured in a timely and necessary manner, giving us the opportunity to think deeply about the current status and future of the live streaming sales industry.
the "failure" of top streamers is not accidental. live streaming, as a new force in the field of e-commerce, has quickly attracted the attention of many consumers and merchants with its unique charm and huge potential. however, behind the glamorous appearance, there are many chaos. false propaganda, exaggeration, inferior products... these problems not only damage the rights and interests of consumers, but also seriously affect the healthy development of the industry.
the "failure" of top streamers also exposed the lack and inadequacy of industry supervision. in the rapidly developing live streaming industry, supervision often lags behind market changes, resulting in some violations not being cracked down and punished in a timely and effective manner. this not only gives some lawless elements an opportunity to take advantage of it, but also exacerbates the chaos and vicious competition in the industry.
in the current era of consumerism, some people blindly pursue famous brands and top streams, ignoring the quality and value of the goods themselves. at the same time, the popularity of social media and the internet has also exacerbated this mentality, making some people more susceptible to false information and exaggerated propaganda.
in the face of this series of problems, we cannot just stop at criticizing and blaming the top streamers, but we need to think deeply about how to solve the problems and promote the healthy development of the industry. on the one hand, the government should increase supervision of the live streaming industry, formulate and improve relevant laws and regulations, clarify industry standards and norms, and crack down on violations. on the other hand, companies should also establish the concept of honest operation, focus on product quality and after-sales service, and improve consumer satisfaction and loyalty. consumers should also improve their self-protection awareness, look at top streamers and live streaming rationally, cultivate correct consumption concepts, and not be confused by false information and exaggerated propaganda.
in the future, we hope to see a healthier, more orderly and standardized live streaming industry. this requires the joint efforts of the government, enterprises, consumers and other parties to jointly build a fair, transparent and trustworthy market environment. only in this way can the top streamers truly become the leaders of the industry and the trusted choice of consumers.
