People's Daily Online-People's Daily reported on November 23 A few days ago, the China Consumers Association released the "Double 11" Consumer Rights Protection Public Opinion Analysis Report, which carried out online big data public opinion analysis on related consumer rights protection during the period from October 20 to November 15 . The report believes that the negative consumer information during this period was mainly concentrated in live broadcasts with goods and unreasonable rules. Among them, Wang Han and Li Xueqin's live broadcast of goods "overturned" and Li Jiaqi's live broadcast room "buy not allowed to change" were "named". .
Coincidentally, the instant bird’s nest sold by the anchor "Simba" team in the live broadcast room is suspected of being syrupy. Anti-counterfeiting persons have further raised doubts after testing related products. Issues related to product authenticity and after-sales rights protection are still in the process of further verification and resolution.
Recently, live streaming has caused a series of problems such as "traffic fraud" and "product sales", which exposed the chaos in the development of the industry and highlighted the shortcomings of the live broadcast economy. Whether from the perspective of safeguarding the legitimate rights and interests of consumers, or from the perspective of creating a healthy consumption environment, or promoting the healthy development of the industry, live broadcasts should not be allowed to run wildly with goods, and only by returning to a healthy track can it smoothly accelerate.
Flow means benefits, but also capacity. The greater the ability, the greater the responsibility. Especially for celebrities and top anchors, it represents the "top traffic". There should be higher requirements in selection quality and risk management, and higher pursuit in meeting consumer needs and driving industry development. Facts have proved that if you only care about immediate profits and temporary benefits, do not ensure product quality, and do not effectively protect consumers' rights and interests, sooner or later you will "fall out of the altar" in people's voting with your feet and be abandoned by the market.
Of course, traffic is not guilty, and “only traffic is a graph” should be prudent. With the support of traffic, the enthusiasm for consumption and the prosperity of the market are gratifying. However, we need real, reliable, and accurate traffic data and consumption data. However, some platforms and some anchors use "false traffic" to create "false prosperity" and mislead consumers, which is a kind of deception. What's more, traffic falsification, water injection of sales data, malicious brushing of orders, etc., have formed an industry chain. There are both live broadcast platforms and "self-design" of live broadcast rooms, as well as "vicious competition" among peers, which can be described as crooked. The pace of the live broadcast economy has polluted the ecology of the live broadcast industry. From the perspective of protecting the legal rights of consumers and the sustainable and healthy development of the industry, there should be zero tolerance for counterfeiting and the counterfeiting industry should be severely cracked down.
is better to regulate the live delivery of goods, we must work together for a long time. According to data, the number of users in China's online live broadcast industry has reached 504 million in 2019, and is expected to reach 526 million in 2020. The live broadcast industry, which is growing at joints, needs to “tap the seedlings” and “weed” at the right time. From platform registration permission to anchor real-name certification; from establishing live broadcast content review system to fulfilling content log information retention requirements; from the "Web Live Marketing Code of Conduct" to tighten the security fence, to consumer associations, lawyers, etc. to stand up for consumers The backbone of rights protection...Some policies have been implemented, and all parties have taken in-depth actions to fertilize and eliminate harms in order to cultivate a good live broadcast economy. Facing the future, the live broadcast economy needs to be equipped with more sensitive “monitors”, and live broadcast traffic needs to use more detailed “filters”.
No matter how rigorous the system is, its implementation is inseparable from the efforts of every participant. In particular, network anchors, who are the first responsible person, should uphold professional ethics, improve business levels, and improve operating procedures, so that traffic can become a boat for business success and society. Only by guarding your commercial credit can you win the trust of consumers and win the bright future of the live broadcast economy.
(responsible editor: Liu Jiaxin_NBJS11395)
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