the anchor who specializes in cheating "family members" should be removed from the platform
2024-09-21
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in recent days, the issue of "hong kong mooncakes cannot be bought in hong kong" has caused an uproar. the company behind the anchor involved has been investigated for allegedly "misleading consumers" during the live broadcast.
the investigation will take some time, but if we look further, we can easily find that the top anchors have fallen one after another. they sell inferior products, stage fake videos, and fight with each other in a verbal battle that is difficult to tell true from false... some anchors keep talking about "family" when promoting products, but when they are exposed, people suddenly realize that they are actually cheating "family".
in just a few years, the live streaming model has rapidly penetrated into our online life. "buy it, buy it" and "link on 321" echoed in the live streaming rooms of major platforms. fields, stalls, shopping malls, and factories have all become live streaming backgrounds. the professional identity of online anchors has also been established for the first time in the "national determined occupational classification". as this industry grows bigger and bigger, some top anchors have gradually occupied the top of the pyramid, becoming well-known ips that the platform strongly supports and have won a large number of fans. however, frequent chaos reminds us that fame does not mean quality assurance. in fact, precisely because they can "call the wind and call the rain" and "turn stones into gold", some top anchors have become self-righteous and unconstrained.
having tasted the new and suffered the loss, more and more consumers, except for some die-hard fans, are beginning to disenchant with live streaming. in fact, the live streaming industry has also noticed this trend. after reaping the benefits of the trend and completing the original accumulation, the top anchors have already begun to quietly lay out other tracks. obviously, no trend can be endless, and no industry can rely on barbaric growth to remain popular. the turning point of the development of live streaming has already appeared. the concentrated exposure of scandals may accelerate the bursting of the abscess and make live streaming bid farewell to the grassroots era faster.
it is normal for an industry to go through the stages of germination, growth, and maturity. the maturity stage of an industry is a relatively long stage. during this period, the marketization and scale of technology applications have been completed, and the competition landscape of the entire market has been stable for a long period of time. the means of competition between companies have gradually shifted from price wars to non-price means, such as improving quality, improving performance, and strengthening services. live streaming will also follow the above basic rules and enter the second half, and the key words must be standardization and quality.
in recent years, the implementation of a number of policies and regulations, such as the "administrative measures for online live marketing (trial)", "opinions on further regulating online live profit-making behavior to promote the healthy development of the industry", and "internet advertising management measures", have laid a solid foundation for the healthy and orderly development of the industry. however, there are still many situations in this industry that need to be clarified. for example, the identity of the anchor is unclear between the advertising spokesperson and the seller, which makes it difficult to divide responsibilities. platform supervision lags behind, and most of the problems are dealt with only after they are exposed. as for the measures taken, most of them do not punish the pain point. according to new situations and new problems, timely increase the supply of systems, improve relevant rules, do a good job in guiding norms, draw red lines and bottom lines, and punish illegal behaviors, so that the industry can gain stronger development momentum.
no matter how the forms of sales and consumption change, the iron law of business that honest management and genuine products are sold at fair prices has not changed. in 2023, the transaction volume of live e-commerce in my country exceeded 4.9 trillion yuan. under such a huge volume, accelerating the reconstruction of trust is necessary to safeguard the rights and interests of consumers and is also the key to the long-term development of this industry.
