In the past few days, this newspaper has continuously reported the hot situation of live broadcast of goods on e-commerce platforms. Then, is the quality and safety of the goods that consumers buy in the live broadcast room excellent, and can the after-sales rights be guaranteed? Behind the booming live broadcast, how the platform and anchor should be self-disciplined and effectively supervised has become the focus of consumers’ concentrated attention.
The advantages and disadvantages of live broadcast products are in doubt.
"The price is indeed cheaper than the discount store, but the size and specifications are not the same as the genuine ones." Consumer Mr. Liu told reporters that when he was preparing to place an order to buy a well-known brand sports shoes in the live broadcast room of an e-commerce platform, he found that the 42.5-yard merchants he usually wore did not provide them, and all the optional sizes were integer sizes, and all the "half sizes" were not available. "There are genuine counters in all styles ’ Half size ’ Yes, so I feel that the shoes sold in this live broadcast room are still a bit uneasy. " The reporter learned in the interview that many consumers have doubts about the goods in the live broadcast channel. Mr. Wang, a consumer, said that he saw a mosaic toy during the live broadcast on the e-commerce platform. From the trademark to the packaging box and the theme content of the product set, it was very similar to a well-known brand. On the live broadcast interface, there were even less conspicuous subtitles that were compatible with the building blocks of well-known brands, and the sense of "cottage" was particularly obvious.
Is the "original ecology" product reliable?
Near the Spring Festival, many agricultural products from rural sellers are very popular in the e-commerce new year promotion activities. Reporters have seen products such as "rural autotrophic pigs", "earth eggs", "farm bacon" and "homemade honey" in the live broadcast rooms of many platforms, but are the quality of these so-called "original ecological" agricultural products directly from the fields really reliable, and is food safety guaranteed? When the reporter communicated with an anchor specializing in "rural autotrophic local pigs", he learned that all the pork, pig liver, pig lungs, etc. sold in the live broadcast room had not been inspected and quarantined. During the live broadcast, the anchor clearly told the reporter that if you want the quarantined pork, you can only go to the supermarket to buy it. The pork sold in his live broadcast room is "self-supporting by farmers" and is now slaughtered and sold without quarantine. In addition, the reporter also saw some bacon, honey, rice wine, etc. recommended by the anchor, which looked good in color and flavor, but it was impossible to know whether the production process and the use of ingredients and additives were standardized.
Anchor "self-discipline" can not be ignored
The reporter learned in the interview that with the increasing popularity of live broadcast, the "price tag" of some online celebrity anchors has gone up, especially the "head anchor" of live broadcast channels on several major platforms, and the price of live broadcast and anchor commission have been considerable. Therefore, data related to the live broadcast traffic and conversion rate of the anchor commission income are becoming more and more important. According to industry sources, in order to increase the price of the goods and the commission of the anchor, the situation of "brushing the bill" and "brushing the flow" occurs from time to time. This is untrue data for merchants, and to a certain extent, it constitutes false propaganda, misleading consumption, and even a deceptive behavior for consumers. These have become problems that consumers, manufacturers, merchants, platforms and anchors have to face. At the moment when the laws and regulations related to live broadcast delivery are still not perfect, the "self-discipline" of the platform and anchor is particularly important.
Our reporter Zhai Weilu