live streaming sales frequently fail. only rules can bring future
2024-09-24
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in recent years, some online anchors have repeatedly "turned over" in their live streaming sales, which has aroused widespread social concern. according to the data of the state administration for market regulation, the number of complaints and reports about live streaming sales has increased year by year, with an increase of 47.1 times in 5 years. the main focus is on the purchase of "three-no" products, mismatched goods, and difficulties in after-sales rights protection. some online celebrity anchors have repeatedly been involved in controversy and have become "spokespersons for fakes" in the eyes of many consumers. people can't help but ask: why do online anchors sell fakes frequently? what responsibilities should anchors bear when there are problems with the goods? in the era of online shopping, how should consumer rights be protected?
today, the live streaming industry is booming and has become an important part of the e-commerce field. data shows that the transaction volume of live streaming e-commerce in my country will exceed 4.9 trillion yuan in 2023. many anchors have also risen rapidly in a short period of time. the sales speed of selling out in 1 second, the sales list of breaking 100 million at any time, and the live streaming performance that repeatedly refreshes the eyeballs... but at the same time, there are endless incidents of quality problems in the products sold by the anchors, which not only damages the rights and interests of consumers, but also affects the reputation of the entire live streaming industry.
the live broadcast room is by no means a place outside the law. according to the provisions of the "internet advertising management measures", if a commodity seller or service provider promotes goods or services through internet live broadcast, which constitutes commercial advertising, they shall bear the responsibilities and obligations of the advertiser in accordance with the law. in short, anchors must not deceive or mislead consumers when live broadcasting goods. previously, the regulatory authorities have carried out special operations many times. not long ago, the state administration for market regulation also held a compliance promotion meeting, requiring strict implementation of the platform's main responsibilities, strict regulation of live broadcast marketing behaviors, and prevention of the operation of counterfeit and shoddy goods. but to the disappointment of consumers, many internet celebrities still turn a deaf ear to the relevant regulations.
the quality of the goods has "turned over", but the anchors who are selling goods are not affected at all, and they even "turn a blind eye to it". as many legal experts have pointed out, this is mainly related to the vague positioning of the current live broadcast of selling goods. some anchors will clearly state in the live broadcast room that "i am not the seller, the seller of this product is the store operator to which the shopping link belongs, not this live broadcast room", thereby distancing themselves from the manufacturer. in addition, the current regulations do not clearly divide the responsibilities of anchors, resulting in many anchors being able to get away with it even if there is a fake sales storm.
obviously, to curb the unhealthy trend of selling fakes and misleading consumers through live broadcasts, it is far from enough to rely solely on the self-discipline of online anchors. admittedly, as a new form of supervision, it is impossible to achieve it overnight, and it requires continuous follow-up and dynamic adjustment. the connection, interaction, and trust between e-commerce anchors and fans may be much more complicated than the relationship between traditional e-commerce and consumers, but honesty and law-abidingness are always the cornerstone of business and the bottom line of being a human being. all parties expect that the relevant departments can speed up the formulation and improvement of laws and regulations for the live broadcast industry, clarify the legal responsibilities and obligations of anchors, platforms, merchants and other parties, raise the threshold for violations, establish a more stringent punishment mechanism, make supervision "harder", and punish "real". of course, consumers should also enhance their own risk awareness, strengthen prevention of various marketing routines during online shopping, and promptly report to the platform and regulatory authorities for help when they find that their rights and interests are damaged.
live streaming sales has a future only if there are rules. for live streaming to move from wild growth to standardized development, all parties involved need to jointly build a clear industry environment. as a top anchor, you should understand that the more famous you are, the more reliable your products and the more in-depth your services must be. returning to the essence of business and working hard on product quality and service can turn "traffic" into "retention" and make business last for a long time.
(new jiangsu)
source: consumer daily
