"Take out 500,000 to play with you." "I won't lose 500,000 this time. If I don't put 50 orders, I will walk around in Macau." In the live broadcast room of "Macau COCO Sister", who calls herself "the first lady in men's clothing", she never It lacks a "rich and powerful" atmosphe

"I'll take 500,000 to play with you."

"I won't lose 500,000 this time. If I don't put in 50 orders, I will walk around in Macau."

"Macau Coco Sister" who calls herself "the first lady in men's clothing" in the live broadcast room , there is no shortage of "rich and wealthy" atmosphere. With the "Hermès color matching" decoration, she often said this - the broadcast is not for selling goods, but just to get some small money to play with her "family".

"How about something that costs 8 yuan and sells for 8,000. I never enter this kind of live broadcast room anyway." A consumer said. Beijing News Shell Finance reporter noticed that "Macau Coco Sister" often shouts "big brands" while throwing out Cordyceps sinensis underwear for 8.8 yuan per pair. This huge contrast makes many buyers "attracted". The low-priced products it sells will appear to be borderline luxury brands and are actually copycat "Li Gui" products.

"Rich women" selling "cheap and luxurious" products are just a "secret corner" under the popularity of live streaming. An investigation by the Beijing News Shell Finance reporter found that in order to gain traffic, there are many anchors in the live broadcast room who perform "imaginary enemies" and deliberately create an atmosphere of conflict and confrontation, and stage "fists and kicks" dramas. The anchor told the story of being betrayed by her husband and liquidating his goods, while constantly interspersed with introducing products for sale.

In fact, the Cyberspace Administration of China has recently launched a series of special operations called "Clearness", focusing on falsehoods, vulgarity and chaos in the field of online live broadcasts. This operation specifically named those who fabricated false scenes and personas, marketed goods without a bottom line, and induced netizens to purchase low-quality and shoddy goods.

From the perspective of the industry, the industry needs more positive voices. In the future, the development of live streaming e-commerce will focus more on quality itself, and relevant regulatory authorities should pay attention to the improvement of laws and regulations to guide enterprises to standardize their operations.

" rich woman " and "cheap and luxurious" : "guci" lighter 19.9 yuan

anchor "Macau Coco Sister" is out of the circle, and has been labeled by many people as providing emotional value.

Shell Finance reporters have been tracking the live broadcast room for many days and found that "Macau Coco Sister" often appears in the live broadcast room with the persona of "Jianghu Sister/Rich Woman". During the live broadcast, the anchor plays the role of assistant, responsible for cooperating with the "Macau Coco Sister" creation Create a lively atmosphere.

In order to fit in with the character design, the live broadcast room of "Macau Coco Sister" was also made into a brand counter style and matched with "Hermès Orange" color scheme. A reporter from Shell Finance interviewed senior people in the live streaming industry and learned that the same type of live broadcast room is called an "imitation big-name live broadcast room" in the industry, and there are professional live streaming rooms for rent. The monthly rent for a live broadcast room with similar scenes in Guangzhou is 5,000 yuan to 8,000 yuan.

"Macau Coco Sister" fills in her location as Macau, China in her personal information, but her account IP shows that her long-term location is Guangdong.

Shell Finance reporter’s investigation found that “Macau Coco Sister” often ignites the enthusiasm in the live broadcast room through “big brands” and “rich gold” when bringing goods, and then offers extremely low prices to create a sense of contrast to attract buyers to place orders. In a live broadcast, a lighter priced at 19.9 yuan was worn by the luxury brand Gucci.

"Macau Coco Sister" introduced, "What man doesn't love Kuqi (sound)" "Big-brand lighters are just different" "Kuqi's entire body is made of brass, and the big-brand steel stamp is anti-counterfeiting." A reporter from Shell Finance saw that this lighter is called "guci". In the atmosphere of "wow" and "different" from the surrounding anchors, the lighter was put on the shelves for sale. During this period, many consumers expressed doubts in the comment area of ​​the live broadcast room: "Is this a missing letter?"

"Guci Golden Grass Flower Business Lighter" sold in Macau sister Coco's live broadcast room. Application screenshot

Shell Finance reporters found that "Macau Coco Sister" claimed in many live broadcasts that the brands she sold were luxurious and used the same colors as big brands, and frequently mentioned "not off-brand" and "genuine products". Currently, the "Macau Coco Sister" window mainly sells brands such as bb and braelf, but these products always look like international brands to the outside world.

It is worth mentioning that in the live broadcast of "Macau Coco Sister", 8.8 yuan for two pairs of underwear is undoubtedly the most popular "luxury" item.It claimed that it specially created "Cordyceps underwear", "magnet underwear" and "ginseng essence underwear" for the "younger brothers (referring to the live broadcast room audience)" in the live broadcast room. This gimmick also caused many netizens to question "Macau Coco Sister" for false propaganda. .

Despite this, the "rich woman" persona and "cheap and luxurious" are like the traffic password of the live broadcast room.

According to data, "Macau Coco Sister" has long ranked first in the weekly short video men's clothing sales list. The transaction volume of a single session was 8.01 million yuan, and the number of viewers was 1.9334 million. Feigua data shows that as of November 7, "Macau Coco Sister" has 3.775 million fans. In the past 30 days, live broadcast sales exceeded 100 million and live broadcast sales exceeded 1 million. In terms of fans, the proportion of male fans is 68.72%, and fans are mainly distributed in Guangdong, accounting for 15.40%.

Shell Finance reporter’s investigation found that the model of “Macau Coco Sister” is being copied. Among them, the “Four Sisters” use the same “rich woman” script to benefit their “family members”. In the live broadcast room, the "Fourth Sister Haoqing" looked dazzling in jewelry and said to netizens: "I don't know how much money I will have to pay after a live broadcast."

As for the products, they are also suspected to be fake goods of big brands. In a live broadcast, the "Fourth Sister Haoqing" pointed to a piece of clothing with a classic plaid pattern similar to that of the international brand Burberry and said, "The zipper is a luxury product with engravings on it," "Genuine embroidery, genuine splicing, and genuine plaid." "No one doesn't know him."

Shell Finance reporter saw that the brand of this clothing is billy brown. During the live broadcast, the assistant broadcaster added on the side, "This dress is the one that has participated in the catwalk" and "the brothers can only grab it by using their hand speed." According to

data, the "Fourth Sister Haoqing" also has considerable influence, with a total number of fans of 869,000 and a total of 932,000 likes. Currently, there are no products for sale in the window, but data shows that 2.3 million items have been sold and 1.09 million people have followed the purchase.

plays the emotional card to gain traffic? " couple " live broadcast fighting each other without forgetting to bring goods

Nowadays, under the live broadcast craze, anchors have many mysterious operations to gain attention. Shell Finance reporters investigated and found that many live broadcast rooms have "imaginary enemy" interpretations. Amid the anchors' "complaints", netizens left messages "feeling sorry for the anchor" and "support the anchor" in the comment area of ​​the live broadcast room.

"No one still thinks I'm selling goods." "This package is 30, 2000 single pull full"... Anger and helplessness are common story themes in the mouth of the anchor "Lu Yao" (Yao Yao).

"Don't ask me what happened again." When a reporter from Shell Finance watched the live broadcast of the anchor "Lu Yao" for many days in a row, he saw that she frequently mentioned that "justice will always be late but will not be absent", "the truth will be revealed" and "fans are crazy" "Poor" and other emotional words that attract attention, but will not reveal what happened in the live broadcast room.

Shell Finance reporter noticed that in order to mobilize the enthusiasm of netizens, "Lu Yao" will send lucky bags in the live broadcast room and have the opportunity to win corresponding prizes. As for the requirements for participation, the threshold is not high. Netizens only need to send "What happened? I only recognize Lu Yao" in the comment area. "Lu Yao" would reply with vague words such as "Don't ask", "I don't want to talk anymore", "All old fans know", which aroused the appetite of netizens.

Many fans of "Lu Yao" said they never knew what happened to the anchor. However, some fans told reporters from Shell Finance, "I love watching her live broadcast, and her sense of belief is really strong." Shell Finance reporters saw that the "Luyao" live broadcast room mainly sells women's bags, and many netizens openly questioned that some of its women's bags imitated "big brands" in appearance design. The end of

live broadcast is to bring goods, and for the sake of traffic, many anchors' live broadcast rooms also have the shadow of scripts and deliberately create conflicts. An investigation by

Shell Finance reporter found that some anchors also moved "husband and wife conflicts" into the live broadcast room, which was mixed with quarrels, fist fights and product introductions. The live broadcast process was extremely dramatic.

"Today I am going to dig out your blood and drink your flesh." "If you have spots, I will spot them from your base layer. My family will take three orders." Anchor "Peach" (Liuliu Beauty Supply) said in a live broadcast There was an argument with a man during the process.According to "Taozi", she had an emotional dispute with the man and wanted to sell her goods cheaply to consumers in the live broadcast room, thus making the man "distressed".

During the live broadcast, the man kept blocking "Taozi" from introducing products, and eventually the quarrel turned into a suspected fight. When the Shell Finance reporter watched, he found that the man did not appear in the whole scene, and only appeared in the scene with his voice or part of his body parts. "Peach" threw objects outside the screen and kept coming out of the picture. After that, "Peach" was either pushed down or "thrown" back to the live broadcast screen in a defensive posture. In the live broadcast of

, "Taozi" stood up again, patted the dust, and once again introduced the "spot-fighting" product.

Although the stories are different, there are similar scenes in the live broadcast room of anchor "Liu Liu" - screaming, quarreling, and threats. After the dispute, "Liu Liu" was already disheveled and sweating profusely. She told the netizens in the live broadcast room that her husband's family did not allow her to see her daughter, and now she was retaliating against her husband's family by "selling her husband's goods cheaply."

Shell Finance reporter noticed that during the "66" live broadcast, a man would appear on camera, and he would smash the products in his hands when there was an argument between the two parties.

Shell Finance reporters found that the Internet live broadcast room has become a gold nugget, and it is also full of all kinds of content that has no bottom line to attract traffic. In order to attract traffic, anchors do not hesitate to take extreme measures, such as violent demonstrations, pornographic hints, exaggerated performances, etc. There are also anchors who mislead consumers by exaggerating the "miraculous effects" of products, exaggerating, and selling fake products on the sidelines. These actions not only damage the credibility of the platform, but also have a negative impact on the entire industry.

"To put it bluntly, once the topic becomes topical, the audience will be more involved and there will be more opportunities for consumption." An anchor who performed the script in the live broadcast room told a reporter from Shell Finance that everything in the live broadcast room revolves around selling goods. “Melon-eating people love to join in the fun, and only by being topical can we retain consumers.”

The Cyberspace Administration of China accuses of vulgar chaos . Lawyer: Selling copycat is suspected of consumer fraud

According to iResearch data, China’s live streaming e-commerce market will reach 3.5 trillion yuan in 2022, and is expected to exceed 4.5 trillion yuan in 2023. Yuan. Behind the rapid growth, it not only reflects the huge potential of live streaming to bring goods, but also exposes the urgent need for industry standardization.

Recently, the Central Cyberspace Administration of China issued a notice to deploy a nationwide special campaign to "clear up and rectify falsehoods, vulgarity and chaos in the field of online live broadcasts". This special action focuses on falsehoods, vulgarity and chaos in the field of online live broadcasting, focusing on rectifying five types of outstanding problems. These include fabricating false scenes and characters, and marketing without bottom line. They fabricate false scenarios such as "poverty alleviation", "helping farmers" and "sickness", and induce netizens to buy low-quality and shoddy goods by "pretending to be poor" and "selling themselves miserable". During live interactions, people use obscene words, provoke fights, provoke each other, attack and abuse, deliberately create an atmosphere of conflict and confrontation, and stimulate rewards.

Regarding anchors selling fake luxury goods, Xu Hao, a lawyer at Beijing Jingshi Law Firm, said that the above behavior is suspected of constituting consumer fraud. Consumer fraud refers to the behavior of operators deliberately making false statements or concealing true information to consumers, causing consumers to fall into misunderstandings and make wrong expressions of intention. Commodity operators shall follow the principles of openness, fairness, voluntariness, and good faith when conducting transactions with consumers. If it constitutes consumption fraud, the merchant will face a penalty of refunding one and compensating three.

Xu Hao said that if consumers find that the goods they purchase are inconsistent with what the anchor advertises in the live broadcast room, that is, the goods are not correct, and if they believe that the operator has committed fraud, they can claim triple compensation from the operator. According to regulations, operators who provide goods or services through online live broadcasts or other methods must perform obligations related to the protection of consumer rights and interests in accordance with the law.

Regarding some live broadcast rooms making up scripts to attract traffic, Xu Hao said that according to the relevant provisions of the "Online Live Broadcast Marketing Management Measures (Trial)", live broadcast room operators and live broadcast marketers should abide by laws, regulations and relevant national regulations when engaging in online live broadcast marketing activities. , follow social order and good customs, and publish product or service information truthfully, accurately, and comprehensively.If the promotional information produced by the live broadcast room to promote products is inconsistent with the actual information about the products, it constitutes false publicity.

In order to deal with the chaos of live streaming, the government and relevant departments are gradually strengthening supervision. Starting from July 1, 2024, the "Regulations on the Implementation of the Consumer Rights and Interests Protection Law of the People's Republic of China" has been officially implemented, clearly regulating online consumption chaos such as live streaming of goods, especially strengthening the transparency requirements of live streaming of goods, requiring Anchors must clearly mark the subject of goods and the source of the goods. The implementation of this regulation marks that the live streaming delivery industry has officially entered a new stage of standardization, specialization and refinement.

Recently, the Shanghai Municipal Commission of Commerce, the Propaganda Department of the Shanghai Municipal Party Committee, the Cyberspace Administration of Shanghai and other departments also released the "Shanghai Three-Year Action Plan to Promote the High-Quality Development of the Live Broadcasting Economy (2024-2026)", which specifically stated the need to establish and improve high-quality Standard industry regulations and supervision mechanisms must be established, and a number of anchor service organizations with large scale, strong driving effects, and domestic influence must be cultivated to exert a leading demonstration effect.

"Live Broadcasting E-commerce Industry High-Quality Development Report (2023-2024)" Blue Book pointed out that from 2019 to 2022, the penetration rate of live streaming e-commerce increased from 4.9% to 30.4%; in 2023, the penetration rate reached 37.8%, year-on-year An increase of 24.3%.

According to the "53rd China Internet Development Statistical Report" released by the China Internet Network Information Center, as of December 2023, the number of e-commerce live broadcast users has reached 597 million, accounting for 54.7% of the total Internet users, which is higher than that in December 2022. The monthly data increased by 82.67 million people.

On the supply side, live broadcast e-commerce has become an increasingly important sales channel; on the demand side, consumers' acceptance of live broadcast e-commerce has increased significantly and their consumption mentality has become more rational and mature, which has promoted live broadcast e-commerce to become a mainstream consumption method.

As the popularity of the business field continues to rise, chaos continues to emerge in the live broadcast of goods. The anchors who lead the goods have repeatedly "overturned", including the anchor "Crazy Little Yang" who was fined for false publicity, and the "Northeast Rain Sister" Sweet potato vermicelli is sold mixed with tapioca starch, etc.

Wu Tong, director of the Live E-commerce Research Center of the Institute of Technology Innovation of the China Institute of Metrology, said that in response to the chaos in live streaming, Wu Tong said that product quality assurance has become an important issue in the live streaming e-commerce industry. Since 2023, many live streaming e-commerce companies have continued to innovate in product quality assurance and improvement, using digital management, intelligent testing and other means to form a more complete quality management system.

"It is very important to build a compliance evaluation system in the live broadcast e-commerce industry. Relevant regulatory authorities should pay attention to the improvement of laws and regulations, pay attention to coordinated supervision, give full play to the organizational role of industry associations, and guide enterprises to standardize their operations. At the same time, the live broadcast e-commerce industry is also needed Practitioners’ self-discipline,” said Li Tong, deputy director of the Innovation and Internet Supervision Research Department of the Development Research Center of the State Administration for Market Regulation.

Beijing News Shell Finance reporter Cheng Zijiao

Editor Wang Jinyu

Proofreader Yang Xuli