the three sheep series of accounts resumed broadcasting and then stopped broadcasting. how can live streaming of goods protect the rights of consumers?
2024-09-25
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the three sheep online mooncake scandal continues to ferment, and regulatory authorities have set up a joint investigation team to intervene.
on september 24, a reporter from beijing news shell finance found that during the three sheep online mooncake incident, the three sheep series of accounts tried to resume live streaming but then stopped again. currently, the top accounts in the three sheep series have basically stopped live streaming and are also losing followers.
as of september 24, "crazy little brother yang" lost nearly 4 million fans in 30 days, and the current number of fans is 116 million.
on september 18, the guangzhou huadu district market supervision and administration bureau issued a report on the situation involving meicheng mooncakes, saying that recently, the provincial market supervision bureau and the guangzhou municipal bureau and huadu district bureau supervisors conducted on-site inspections of guangzhou meicheng technology company three times and found no outstanding food safety risks. the day before, as doubts about "hong kong meicheng mooncakes cannot be bought in hong kong" continued to ferment, the hefei high-tech zone market supervision and administration bureau filed a case against three sheep network technology co., ltd. for suspected "misleading consumers" during live broadcasts. on that day, the "three sheep network" that had previously broadcast live every day did not broadcast live.
a reporter from beijing news shell finance found that starting from september 18, the three sheep series accounts quietly resumed broadcasting, and starting from september 21, the three sheep series accounts were suspended again. as of press time, the three sheep series accounts had been suspended for nearly four days.
many experts pointed out in an interview with beijing news beike financial reporter that the live streaming e-commerce industry, as an emerging business model and internet format, has developed rapidly in recent years. there was a policy window period before. with the release of relevant regulations such as the "regulations on the management of online live streaming marketing (trial)", "opinions on further standardizing online live streaming profit-making behavior and promoting the healthy development of the industry", and "regulations on the implementation of the consumer protection law of the people's republic of china", the institutional window period has passed. it is necessary to strengthen supervision to promote the standardized and healthy development of live streaming e-commerce.
the mooncake controversy continues to ferment, three sheep tried live streaming and then stopped broadcasting
the controversy surrounding the three sheep network's mooncakes continues to ferment. according to data from the third-party data platform chanmama, the last live broadcast of "three sheep network" was on september 20. as of press time on the 24th, it has not been broadcast for four consecutive days.
the three sheep series accounts, such as "three sheep network smart home experience hall", "three sheep network clothing and underwear", and "three sheep network beautiful life", have also not been broadcast for four consecutive days. some of these accounts even mentioned "daily broadcast" in their introductions. the talents under the three sheep, such as "seven boss", "zui ge", and "zhuo shilin", have also not been broadcast recently.
on september 18, the guangzhou huadu district market supervision and administration bureau issued a report on the situation involving meicheng mooncakes, saying that no major food safety risks have been found. on the same day, several accounts including "crazy little yang brother (three sheep)", "crazy big and small yang brother (three sheep store)", and "meiting maternal and infant life (three sheep)" quietly resumed broadcasting.
among them, the live broadcast of "crazy little brother yang (three sheep)" lasted more than 7 hours, selling 213 products, including beauty and skin care, personal care, nursing appliances, alcohol, fresh food, etc. the average number of online viewers exceeded 9,000, and the cumulative number of viewers reached 4.77 million. in addition, the live broadcast of "crazy big and small brother yang (three sheep store)" on that day had a cumulative number of viewers of 4.463 million, and there were still more than 10,000 people watching online until the end of the broadcast.
on september 19, several accounts under the three sheep company, including "three sheep network", "three sheep network fruit and fresh", and "three sheep network beautiful life", resumed broadcasting after two days of suspension. many fans left messages in the live broadcast room, saying "come on".
data from chan mama shows that after the resumption of broadcasting on september 19, the sales of the "three sheep network" account alone reached 500,000 to 750,000 yuan on that day, far exceeding the 100,000 to 150,000 yuan on the day before the suspension (september 16). on september 20, the data reached 250,000 to 500,000 yuan.
recent sales trends of three sheep live streaming sales. data source: chan mama
since joining douyin in 2018, "crazy little brother yang" has exceeded 100 million fans in more than four years. since then, the territory has continued to expand, and the headquarters base of three sheep has been built, extending the live broadcast business to overseas markets. previously, the beijing news shell finance reporter sorted out and found that on the douyin platform, the three sheep related accounts have become the main force in bringing goods to meicheng mooncakes. according to chanmama data, in the past 30 days, the sales of black truffle lava milk yellow mooncake gift boxes in the official flagship store of meichengli have been between 25 million and 50 million.
it is worth noting that not only mooncakes, but also the three sheep company, which is at the center of controversy, has been caught up in public opinion storms many times in recent years. since the beginning of this year, the food sold by three sheep has been named and called out many times. first, it was exposed by the 315 gala that "yuhuiyuan meicai kourou" was suspected of using trough meat as raw material in violation of regulations, and then it was exposed by wang hai for counterfeiting wuchang rice, original cut beef rolls and other products. in the "meicai kourou" storm, three sheep expressed its position by prepaying the refund. in the moutai storm in june, three sheep promised that if there was a situation where the official identification was a counterfeit product, it would pay compensation in advance. at present, the mooncake storm has not ended yet.
the hefei municipal market supervision administration issued a situation report on september 19, stating that in response to recent issues involving three sheep network technology co., ltd. reflected on the internet, the hefei municipal market supervision administration has established a joint investigation team with the bureau of commerce, public security bureau and other departments to investigate and handle the matter in accordance with the law and regulations, and resolutely safeguard the legitimate rights and interests of consumers.
false advertising issues have become a major disaster area for consumer protection. experts: implement the main responsibility of the platform
online shopping has become a part of many people's daily lives. top anchors frequently expose product problems and after-sales service issues, reflecting that while the live e-commerce industry is developing rapidly, there are still many problems that need to be solved urgently.
according to the "analysis report on public opinion on consumer rights protection in livestreaming (2023)", in 2023, the public opinion on consumer rights protection in livestreaming mainly reflected eight issues, including false propaganda, product quality, price misleading, uncivilized product delivery, delivery issues, returns and exchanges, sales of prohibited goods, and inducing off-site transactions. false propaganda issues accounted for as much as 38.97% of the public opinion on consumer rights protection in livestreaming, becoming a major disaster area for consumer rights protection.
comparing the public opinion data in 2022, it is found that the public opinion on rights protection related to false advertising has increased, rising from the second place in 2022 to the first place, and the proportion has increased from 37.82% in 2022 to 38.97%. the public opinion on rights protection related to product quality issues has dropped significantly, ranking second.
previously, douyin's "no. 1 beauty guy" luo wangyu announced his withdrawal from the internet due to "false advertising" and faced a sky-high refund of 150 million yuan. xiao yangge's series of events also sounded the alarm for the industry.
ding daoshi, a senior internet analyst, said that previously the industry had falsely marked prices and then offered discounts and promotions, and even the sales price was higher than the actual price of the goods. the anchors were being clever and playing tricks on the price. relevant laws and regulations require price transparency to protect consumers' right to know. collaborative governance requires regulatory authorities, law enforcement agencies, platforms, internet celebrity organizations behind anchors, and consumers to work together to truly better regulate and manage the live broadcast industry.
the china general chamber of commerce pointed out that live streaming has bypassed traditional intermediary channels such as distributors and directly connected goods and consumers. this model has both the program format of tv shopping and the invitation information of online shopping, as well as the performance of advertising endorsements. the anchor plays multiple roles such as operator, publisher, and spokesperson. live streaming has made popular anchors such as li jiaqi, wei ya, simba, and xiao yangge famous. as one of the core of live streaming, the anchor's related behavior has also attracted attention from many parties.
according to iresearch, the scale of china's live e-commerce market will reach 4.9 trillion yuan in 2023, a year-on-year growth rate of 35.2%. compared with the early stage of the industry's development, the industry's growth rate has declined to a certain extent, but it is still releasing growth signals. iresearch predicts that the compound annual growth rate (cagr) of china's live e-commerce market scale will be 18.0% from 2024 to 2026. the industry will show a steady growth trend in the future and enter a refined development stage.
"industry governance is nothing more than two means. one is institutional constraints, and the second is technical supervision." ouyang rihui, deputy director of the china internet economy research institute of the central university of finance and economics, said that as an internet platform, it is necessary to put social benefits first and unify social and economic benefits. it is not only to achieve profit pursuit, but also to implement the main responsibilities of the platform. this is a correct business philosophy and a win-win situation.
pan helin, an economist and member of the information and communication economy expert committee of the ministry of industry and information technology, suggested that online live broadcast platforms should, on the one hand, provide necessary vocational education for anchors to make them more professional in the process of content dissemination, and at the same time clarify the red lines, have a sense of bottom line, and know what can and cannot be done. on the other hand, the platform should monitor the live broadcast in real time and deal with non-compliant content in a timely manner.
cheng zijiao, financial reporter of beijing news shell
editor jiang fan
proofread by liu baoqing
