Although the Mid-Autumn Festival has passed, the aftermath of the Mid-Autumn Festival is still brewing. Problems with mooncakes from leading anchors are constantly being exposed, making people wonder what is going on? Why are there so many problems in the live broadcast room?

Although the Mid-Autumn Festival has passed, the aftermath of the Mid-Autumn Festival is still brewing. Problems with mooncakes from top anchors are constantly being exposed, making people wonder what is going on? Why are there so many problems in the live broadcast room?

1. The counterfeit mooncake brand in the live broadcast room is thunderous

According to reports from The Paper, the "false propaganda of mooncakes" driven by Xiao Yang has become the focus of public opinion recently. "I bought three boxes of mooncakes, and two of them were fake!" A reporter from The Paper checked multiple social platforms and found that "copycat" brand mooncakes are often sold in live broadcast rooms. Many consumers have publicly posted complaints, including not only counterfeit American mooncakes but also fake ones. Guangzhou Restaurant, Jinjiu Cake Industry, Peninsula Restaurant and other well-known brands are among the hardest hit areas.

In addition to Brother Yang, many leading live broadcast rooms including Make a Friend, Oriental Selection , etc. have been exposed to sell controversial mooncakes. In addition, many live broadcast rooms have been exposed by consumers to sell mooncakes that are completely different from those in the videos. . On September 19, a platform responded to a reporter from The Paper that creators should ensure that video promotions are consistent with the products in the live broadcast room, as well as the actual variety and origin information of the products.

A person in the live broadcasting industry admitted to The Paper: "A mooncake costs about 2 yuan, and the cost of a gift box is less than 20 yuan. The selling price often reaches about 150 yuan, and it can increase 7 times if it is sold casually. This is still A relatively conservative estimate is that the huge profits in the mooncake industry exceed 90%, which is the norm in the industry. "

Due to the huge profits in the mooncake industry, they are willing to pay high streaming fees, and the live broadcast platform also benefits from this. A mid-waist anchor told reporters that he had previously brought a mooncake with high sales on multiple e-commerce platforms. The overall cost of 8 mooncakes plus packaging was estimated to be about 20 yuan. The merchant gave it to the live broadcast room. The lowest single box price is less than 30 yuan, and the commission rebate for anchors in this category is as high as 20% of sales.

2. Why are there so many problems with mooncakes in the live broadcast room? The frequent explosions of counterfeit mooncakes in the

live broadcast room not only make consumers feel disappointed and angry, but also trigger extensive discussions from all walks of life on the quality supervision of live broadcast e-commerce products. How should we view this matter?

First of all, we must realize that the frequent occurrence of counterfeit mooncakes in live broadcast rooms is a microcosm of the rapid development of the live broadcast e-commerce industry. In recent years, live streaming e-commerce has quickly become the new favorite for product sales due to its intuitive, interactive and high conversion rate characteristics. In order to cater to market demand, merchants have launched products exclusively for live broadcast e-commerce. These products often have targeted adjustments in design, packaging and even marketing strategies, striving to stand out in the live broadcast room. As a traditional food during the Mid-Autumn Festival, mooncakes naturally join this "live broadcast war".

However, rapid product iteration and fierce market competition also bring challenges to product quality control. In order to reduce costs and maximize profits, some unscrupulous merchants take risks and produce and sell fake mooncakes, taking advantage of consumers' trust in the products in the live broadcast studio and the reduction of brand recognition to commit fraud.

Secondly, in recent years, the mooncake market has shown an obvious trend of Hong Kong style and Australian style. Whether it is the taste or packaging, consumers are very fond of these styles of mooncakes, and this trend has attracted many brands to imitate. However, this pursuit of popularity has also flooded the market with mooncakes of varying quality, especially those "copycat" products that try to gain popularity. They have found a living space in the hot sales in live broadcast rooms.

Third, for big Internet celebrity anchors with huge fan bases, the difficulty of product selection cannot be underestimated. On the one hand, they need to face a massive amount of product information and select products that both meet the needs of fans and are market competitive; on the other hand, due to limited time, energy, and limitations of professional knowledge, it is often difficult for the anchor team to analyze all products. Conduct thorough background checks and quality control.Under this situation, some unscrupulous merchants take advantage of information asymmetry and mix inferior products such as fake mooncakes into the live broadcast room in an attempt to sell them through the influence of the anchor. In addition, in order to pursue short-term interests, some anchors may have relaxed their control over product selection standards or entered into collusion with unscrupulous merchants, further exacerbating the seriousness of the problem of counterfeit mooncakes in the live broadcast room.

Fourth, this mooncake incident has actually sounded the alarm on the quality of live broadcast economy products. The rapid rise of live broadcast rooms has brought consumption convenience and market prosperity, but it has also exposed shortcomings in supervision and quality control. How to maintain the vitality of live broadcast e-commerce while ensuring product quality has become an urgent problem to be solved.

Faced with the frequent occurrence of counterfeit mooncakes in live broadcast rooms, consumers, anchors and even the entire industry should reflect. While consumers are pursuing shopping convenience, they should also enhance their ability to identify; major anchors need to be more cautious when selecting products and assume their due social responsibilities; while industry regulators need to introduce more stringent standards to ensure the health of the live streaming economy orderly development. Only in this way can the live streaming economy go further on the basis of trust and provide consumers with safer and higher-quality products and services.