chaos in live streaming sales: an inevitable challenge in the growth of new business models
2024-09-17
한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina
□liang yong
recently, the hefei high-tech zone market supervision and administration bureau issued a report stating that it has filed a case against three sheep network technology co., ltd. for suspected "misleading consumers" and other behaviors during live broadcasts, and will handle it in accordance with the law based on the results of the investigation. (jiemian news, september 17)
as a leading company in the live streaming industry, the investigation of "three sheep" company has revealed the serious problems and chaos in this field to a certain extent. some problems that consumers have strongly reflected, such as fabricating false scenes and personalities, and marketing without bottom line; impersonating professionals, selling goods and courses by providing so-called "professional services", and conducting improper marketing; concocting false data to create the illusion of grabbing orders and hot products; over-exaggerating the "efficacy" of products to mislead and harm consumers; selling counterfeit and fake goods under the banner of "special supply", etc., not only seriously infringed the legitimate rights and interests of consumers, but also destroyed the healthy ecology of the network environment, and posed a potential threat to the long-term development of the network economy.
the emergence of the chaos of live streaming sales is closely related to the relative lag in supervision. as an emerging industry, the internet celebrity economy has developed rapidly and has a variety of forms, making it difficult for relevant laws, regulations and regulatory mechanisms to keep up with its pace. this lag in supervision provides opportunities for illegal activities, allowing some internet celebrities to harm the interests of consumers under the drive of huge commercial interests. at the same time, consumers' blind pursuit of internet celebrities has also contributed to this bad trend to a certain extent, allowing some internet celebrities to deceive consumers more unscrupulously.
however, we should also realize that the chaos of live streaming sales is a problem in the development of the internet economy and a challenge that new formats must face in their growth process. any new format will go through a process from non-standardization to standardization during its development, which is the result of the complex interaction between the market, technology and social culture. therefore, we should look at the problems that arise in live streaming sales with a rational and positive attitude.
to solve the chaos of live streaming sales, we first need to strengthen the law and supervision. relevant departments should strengthen the research and supervision of live streaming sales, improve relevant laws and regulations, and ensure that live streaming sales are always operated in a standardized manner on the track of the rule of law. illegal acts should be severely punished in accordance with the law and will never be tolerated. at the same time, online live streaming practitioners should also consciously abide by laws and regulations and professional ethics, operate in good faith, and provide consumers with true and accurate information and products to win the trust and support of consumers.
in addition, consumers should also improve their ability to discern and actively participate in online supervision. when purchasing goods, they should carefully distinguish the authenticity of information to avoid being misled by false propaganda. any illegal activities discovered should be reported to the relevant departments in a timely manner to jointly maintain a healthy ecological environment of the internet.
at the same time, the live streaming industry should also strengthen the construction of self-discipline mechanisms. by formulating industry standards and norms, strengthening internal industry management and supervision, regulating industry behavior, and promoting healthy and orderly development. only by establishing a good industry order and competitive environment can the live streaming industry be promoted to develop sustainably and healthily.
