▲ Recently, Xiao Yang and his team have been promoting a Hong Kong Meicheng brand mooncake product in multiple live broadcast rooms. Picture/Screenshot of online video
In the past two days, #香港月cakes with monthly sales of 50 million yuan cannot be bought in Hong Kong# has become a hot search topic, once again triggering heated discussions about live streaming.
According to reports, recently, Xiao Yang and his team have been promoting a Hong Kong Meicheng brand mooncake product in multiple live broadcast rooms. This mooncake series offers different styles including three boxes for 99 yuan and three boxes for 169 yuan. , sales volume is considerable.
However, some netizens found out that "Hong Kong Meicheng Mooncake" is not "this is Hong Kong Meicheng" or "Meicheng is a big brand" as Brother Yang said. The brand operator is actually Guangzhou Meicheng Food Co., Ltd. According to its official website, the brand was founded in 2019. Although it is registered in Hong Kong, it is not produced in Hong Kong.
html On September 13, the customer service staff of "Hong Kong Meicheng" told the media that the Meicheng brand was registered in Hong Kong and had a trademark registration certificate. "In order to better expand market demand, marketing centers and production bases have been set up in Guangzhou and Foshan." , there are currently no offline stores in Hong Kong.According to media reports, after the controversy arose, on the evening of September 14th, the live broadcast room of Xiao Yang Ge's "Three Sheep" stopped selling Meicheng mooncakes.
A lawyer believes that Xiao Yang’s sales behavior is suspected of fraud, and consumers have the right to demand corresponding compensation. At present, some municipal prison offices in relevant jurisdictions have intervened in the investigation.
Counterfeiting of country of origin has long been a routine.
Whether Xiao Yang is suspected of fraud still needs the final determination of legal procedures. However, judging from the relevant facts, his irregular behavior during the live broadcast process at least exists.
As we all know, in many cases, the country of origin has a additive effect on improving brand value. From a large perspective, for example, in the past, Made in the United States and Japan, and now Made in China in certain fields, itself is a kind of quality assurance; another example is various local brands, such as hairy crabs from Yangcheng Lake, Moutai liquor from Maotai Town, including The same goes for Hong Kong mooncakes.
In this context, some "smart" businessmen began to think about making profits from it, so there were hairy crabs "bathing" in Yangcheng Lake and the "Three Thousand Winery" in Maotai Town, and used this to play a role in publicity and promotion. edge ball. More cautious businesses will come up with suggestive or misleading brand names, and foreign names become popular for a while.
Some people simply register a company abroad, or even acquire a foreign brand, but put the manufacturing in the mainland. The operation of Hong Kong Meicheng Mooncakes should also follow this market logic. Strictly speaking, although this is a business marketing routine, it is not necessarily illegal, nor does it mean that the product quality must not be good. Some of it is to cope with the helplessness of some consumers who "worship foreigners".
But it is one thing for manufacturers to use brand information to guide consumers to actively make false associations, and it is another thing for anchors to tell this imagination as fact when bringing products. The latter is a flaw and should never have happened.
Why did the anchor repeatedly make mistakes and sell
? Regarding the incident of Brother Xiao Yang, there are two facts that need to be paid attention to.
First, from a horizontal perspective, this kind of irregular propaganda during the live broadcast process is not uncommon on live broadcast platforms; secondly, from a vertical perspective, this is not the first time that Brother Yang has been involved in such controversy. From 2022's "Three No Hair Dryers" and wall-breaking machines with false power standards to this year's "Fake Maotai" and "Taotou Rou", he has become the "Prince of Fake Products" among many people.
If 2019 is considered the first year of live streaming, it would have been five years now. But as of today, it is common for anchors carrying goods to be "talkative" (a Cantonese word that describes people who are smooth-talking and sweet-tongued). For example, Xiao Yang is still making mistakes and selling, and continues to sell well. This is actually very abnormal and deserves deep thought.
Why has this kind of chaos in live broadcast sales never been effectively dealt with? There are many reasons behind this.
First of all, this is because most consumers are relatively tolerant of the new consumption behavior of live streaming and not taking it too seriously; while the platform focuses more on governance by strengthening after-sales services, such as promoting "no reason" "Return", "Return with free shipping", etc., but it is still debatable how much room for error the anchor should leave. The insufficient punishment of
external supervision is also an important reason why Brother Xiao Yang repeatedly makes mistakes and sells. For example, the "Xianduoyu" fake raw-cut beef rolls brought by Brother Yang were said to have been fined 500,000 yuan by the regulatory authorities.
For ordinary merchants, a fine of 500,000 yuan is actually not low, but the live broadcasts of Internet celebrities like Xiao Yang often sell tens of millions or hundreds of millions of sales, and the profits are very considerable, so a fine of 500,000 yuan is not enough. Serve as a warning.
It should be pointed out that on the one hand, the intensity of punishment needs to be strengthened, but on the other hand, simply increasing the punishment is not a rational way to manage chaos. After all, live streaming e-commerce is a new thing and an important way to stimulate domestic demand and promote consumption. Both supervision and platforms are obliged to find a good balance between maintaining industry prosperity and consumer interests.
In fact, the interests of all parties, including consumers, are fundamentally the same. If the anchor frequently overturns and violates the rules, it will undoubtedly lead to an overall crisis of trust in the industry and ultimately cost him his job.
From this perspective, even for the sake of their own longer-term survival and development, Brother Xiao Yang should strengthen self-discipline and mutual supervision, and operate honestly without overturning.
writing / Xin Haiguang (columnist)
editor / Chi Daohua
proofread / Zhao Lin
