what should internet celebrities strive for?
2024-09-25
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the market supervision department of hefei city announced the establishment of a joint investigation team to investigate the company of a top streamer. a box of so-called hong kong michelin high-end mooncakes not only tripped up the big streamer with over 100 million fans, but also pushed the regulation of the live streaming industry to the top of the hot search list many times.
in the live broadcast of the company's own store, the dealer and the live broadcaster are usually the same person; however, in the live broadcast room of the internet celebrity, there are many entities "in front of and behind the scenes", and it is difficult to distinguish between performance and sales. in april this year, the state administration for market regulation stated that live broadcast sales must clearly state "who is selling the goods" and "whose goods are being sold". this sentence points out the core problem of internet celebrities selling goods: what is the identity of the live broadcaster? what responsibilities do they bear? whose goods do they sell? what responsibilities should the dealers bear?
according to the "online live marketing management measures (trial)" and the advertising law, the anchor's company is the operator of the live broadcast room, and the anchor himself is a live broadcast marketing personnel, bearing the obligations of an advertiser, operator or spokesperson. this means that if the anchor only recommends consumers to buy goods from dealers and can prove that he has fulfilled his review obligations, if the goods have problems such as false advertising, the dealer should bear the responsibility of paying three times or ten times the amount for fake goods.
in reality, if we only define internet celebrities as advertising operators and publishers, it is easy to have inconsistent rights and responsibilities. most people go to the live broadcast room of internet celebrities to place orders for the anchors themselves. internet celebrities use their own image and popularity as collateral to sell goods to "family members", earning a lot of commissions from it, but they do not need to take responsibility when problems arise, and they just say to "find a dealer" to settle the matter, which makes consumers feel cold.
current laws and regulations clearly state that as a live streaming operator, the anchor must follow social order and morality, publish product or service information truthfully, accurately and comprehensively, and must not make false or misleading commercial propaganda about the performance, function, quality, sales status, user evaluation, etc. of the product or service to deceive or mislead consumers. it is a bit sad to say that the controversial mooncake is called "meicheng", but the anchor fell on these two words: the product is not beautiful, and the operation may not be honest. from another perspective, the future of the live streaming industry should also fall on these two words: high quality and good price, and honest operation.
although some anchors’ reputations have declined recently and their fans’ trust has been shaken, some anchors’ fans have continued to rise and set new sales records. these anchors who set new records have taken the initiative to compensate three times or even ten times the amount of fake goods for fake goods, which has significantly improved their image and reassured their fans.
some people kept silent, while others paid three times the price for fake products. the completely different handling methods also indicate that the competition among internet celebrities has changed from competing to see who can get the lowest price on the internet and give more gifts to a stage where products come first and services are the priority, and who can produce high-quality products and provide better protection for consumers. after this incident, internet celebrities who paid compensation in advance and store broadcasts with a clear chain of responsibility will undoubtedly be more popular with consumers in the future.
in this incident that tripped up a big anchor, there is another party that should not remain silent - the platform. according to the basic logic that whoever benefits, bears the responsibility, the platform has the ability and obligation to strictly implement identity verification and daily management responsibilities, and strengthen the review of the authenticity and legality of live marketing content, goods and services. when consumer disputes occur, they should actively assist consumers in safeguarding their rights, rather than standing aside and letting consumers and live broadcast rooms fight.
compliance is only the basics. a responsible platform should also guide and require anchors to pay more attention to product quality and service on the basis of compliance, and encourage anchors to assume advance compensation responsibility. this may seem like self-imposed pressure, but the more adequate the protection of consumer rights, the more consumers will recognize it. through healthy competition, the fittest will survive, and eventually, the market will give the due response. no matter which platform, no matter how many fans the anchor has, the essence of live streaming e-commerce is still e-commerce. whoever takes consumer rights to heart will win consumers. (source: economic daily author: she ying)
source: economic daily
