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blogger "dongbei yujie" with more than 20 million fans overturned again. after the rice field crab scandal, the sweet potato vermicelli it sold was once again accused of being unworthy of its reputation. under pressure, the manufacturer involved admitted that the product did contain one-third tapioca flour. at present, the local market supervision and administration bureau has intervened in the investigation.

whether it is sweet potato flour or tapioca flour, i believe that with the intervention of relevant departments, the truth will soon come to light.but what is more surprising than the wrong product is the way "northeast rain sister" responds to doubts.it can be seen from the circulating video that his team first yelled and threatened, and then punched and kicked bloggers who came to fight against counterfeiting. at present, although the two parties have reached a reconciliation, the negative impact of this storm has obviously not yet come to an end.

looking at the live streaming industry, we can find that there is more than just "northeast rain sister" as a "social person", and it can be said that a strong charlatanism is a common style.led by the head anchor, they formed various so-called "families". within the family, there is often a master-disciple relationship. the apprentice helps the master and serves as the atmosphere team; the master helps the apprentice drive traffic and increase fans. anchors big and small huddle together to keep warm. on weekdays, family live broadcast rooms are everywhere, harvesting traffic; when something goes wrong, they help each other to "cover". you say something nice to me, and i will come to your rescue. they seem to be in harmony, but there is often a "plastic friendship" between the major families. once there is a conflict of interests, they don't like each other, and they often spread negative information and make harsh words, just like a gang style.

the formation of live streaming arena has its own realistic logic. today, when live streaming can be done with just one mobile phone, the barrier to entry is almost zero.everyone can broadcast it, and the content output is naturally mixed.at the same time, live broadcasters are targeting the sinking market, and their sense of loyalty is very suitable to the taste of some "family members". many anchors break out with their "original ecology and true temperament". if we say that this is an individual style based on excellent quality and clear rules, there is nothing wrong with it; but judging from the recent "overturns", those "naturally cooked" jianghu local flavors are mostly "invite you into the urn" to attract customers. means, those "rules of the rivers and lakes" such as cheating, resorting to force, etc. are often just to deal with the aftermath carelessly and muddle through.as live-streaming sales become bigger and bigger, and a sales promotion often corresponds to millions or even tens of millions of yuan in turnover, the reckless style must be changed.

data shows that the scale of live broadcast e-commerce transactions will reach 4.9168 billion yuan in 2023, and the annual sales of some leading anchors are comparable to those of individual shopping malls. for such a business scale, if management capabilities cannot keep up, hidden dangers will become obvious dangers, and there will be no long-term success. no matter how the times change and the business form is updated, the secret of everlasting success in buying and selling is genuine. "family members" will pay once or twice for low prices and emotional value, but they cannot be "taken advantage of" for a long time.anchors can take a "down-to-earth" approach, but the management behind them must become standardized.qualification review, production follow-up, sample evaluation, customer complaint handling and other aspects are all strictly controlled. only when we can withstand scrutiny can we be worthy of our "family members".

live streaming has entered the second half, and "quality anchors" have become the future trend. i hope more anchors can learn from the series of house collapse incidents and find a way to transform.

(the original title is "live broadcasting can no longer sell recklessness". the author xia tian is from beijing daily)