Recently, Kuaishou's top anchor Simba said: The "Mrs. Crab" brand hairy crabs he sold were reported by Xiao Yang because the price was much lower than the price in Xiao Yang's live broadcast room on the Douyin platform. As the mutual hostility between the two escalated, it was re

Recently, Kuaishou head anchor Simba said: The "Mrs. Crab" brand hairy crabs he sold were reported by Xiao Yang because the price was much lower than the price in Xiao Yang's live broadcast room on the Douyin platform. As the mutual hostility between the two escalated, it was revealed that the much-discussed "Mrs. Crab" was revoked as a member of the Suzhou Yangcheng Lake Hairy Crab Industry Association in June this year due to the company's "lack of weight, false labeling, and publishing of false advertisements." , has been administratively punished by the Market Supervision Administration many times.

What surprised onlookers even more is that in recent years, Mrs. Crab, which has been pushing for the title of "the number one brand of hairy crabs" through celebrity endorsements and leading anchors, basically the crabs sold online were not Yangcheng Lake hairy crabs, but came from Jiangsu Gucheng Lake, Hongze Lake, Gaoyou Lake and other places.

are no different. Recently, the Internet celebrity "Northeast Yujie", who has 2000 million fans, was selling Panjin specialty rice field crabs in the Douyin live broadcast room. She was also found by local netizens to be "fake at first glance". In such products as "authentic" Faced with evidence such as "Panjin rice field crabs are not that big", "Crabs are caught on the shore at night" and "Panjin rice field crabs are very black", "Northeast Rain Sister" admitted that she put Panjin river crabs into the rice fields to pose for photos, and explained that "Panjin rice field crabs are very black". The photo was taken to promote my hometown," in order to gain understanding from netizens.

The popular Internet live broadcast industry can make a brand popular in an instant. Take " Mrs. Crab " as an example, only in 8 this year, its monthly sales on Douyin platform has exceeded 200 million . However, whether it is to develop your own brand or to promote agricultural products from your hometown, intentionally or unintentionally conducting false propaganda in the live broadcast room should not become a tacit rule of the live broadcast industry.

In fact, the problem of inadequate supervision surrounding online live broadcast fraud has always existed. From "domestic violence", "charity" staged photos, to "live broadcast to help farmers" fraud, internet celebrities making up stories to gain traffic happen from time to time, and different live broadcast platforms are also involved. Judging from the handling of the two cases mentioned above by , the Douyin platform did not issue any follow-up on Xiao Yang Ge’s live broadcast room, which was revealed by Simba about selling lymphatic meat, selling fake Maotai, and falsely marking the power of inferior hair dryers. Statement of investigation; Douyin platform treated "Northeast Rain Sister" even more lightly, just "the video was removed from the shelves and the blogger apologized."

I would like to ask, if fraud in the live broadcast room does not need to face severe penalties, but can bring visible benefits to the naked eye, how can bloggers withstand the temptation of traffic? This is undoubtedly the reason why many Internet celebrities have a fluke attitude towards counterfeiting and selling fake , and constantly challenge the bottom line of honest management.

live streaming is a brand new business form. Compared with traditional store sales, it has many new features: for example, verbal introductions in the live broadcast room are fleeting, and consumers will face difficulty in providing evidence when they find that the goods are not correct; and If many of the buyers are loyal fans of the anchor, they may not necessarily complain after buying the problematic product, and they may not know who to complain to. Given that traditional regulatory forces have not well covered the field of live streaming and goods delivery, the effective regulatory model for this new business form is far from mature.

It is worth mentioning that the local crab farmers in Suzhou are also very concerned about the scolding war between the two Internet celebrities, because "Mrs. Crab", although not a Yangcheng Lake hairy crab, continues to "conquer cities and territories" at low prices, causing local crab farmers to suffer for a long time. But it was very helpless: Internet celebrity anchors used shoddy products to seize the market, but they actually relied on them to expose each other to achieve information dissemination.

It is undeniable that the rise of leading live broadcast platforms and leading live broadcast anchors has become a new performance growth point to stimulate market consumption, and has had a positive impact on the economic development and employment situation of various regions. As the saying goes, "with greater capabilities comes greater responsibility" because they have a large business scale and wide influence, and they must bear correspondingly greater responsibilities in creating and maintaining a clean and upright online business environment.Because once they lack integrity and supervision, the losses they cause to consumers and the damage to the market environment will be greater.

The reason why top live broadcast anchors can become "top" is largely based on the shaping of personal charm, professional ability and integrity image, among which "integrity" is the foundation of one's career. Therefore, in addition to the issue of false propaganda with goods, the rumors and disputes between Simba and Xiao Yang surrounding "Three Sheep" anchor Momo are also worthy of public inquiry. Not only the parties involved must clarify the facts as soon as possible, but the relevant departments should also take the initiative to intervene. Give an authoritative statement as soon as possible and give an explanation to the public.