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Traffic, money, and desire are intertwined into an impenetrable net, dragging the emerging commercial hot spot of live streaming into the quagmire.
In the past, the Simba family's "sugar water bird's nest" incident caused public anger, and then the "lipstick brother" Li Jiaqi encountered a whirlwind of "buy it" in the live broadcast room, and now, the "Crazy Brother Yang", who is sitting on the top of Douyin, is also caught in the whirlpool of public opinion on "Hong Kong moon cakes", which has pushed the crisis of trust in live broadcast to another climax.
The war started out because of crabs, but it turned out that mooncakes became a point of contention.
At first, it was just a price war between Brother Xiao Yang and Kuaishou anchor Simba over the sales of "crabs".
The two of them went toe-to-toe and quarreled fiercely.
However, with the addition of professional anti-counterfeiter Wang Hai, the war escalated rapidly, and the crabs sold by Brother Xiao Yang were accused of quality problems, and the chaos of live streaming was once again pushed to the forefront of public opinion.
Just when people thought that this farce would end hastily with the platform "cold treatment" and the anchor "playing dead", things ushered in an unexpected turn.
Official media such as People's Daily and People's Daily Online went against the norm and criticized the chaos of online celebrity live streaming represented by Xiao Yang with high frequency and force, and the comments were sharp and harsh, which was staggering.
Online anchors bring goods, remember to abide by the rules, don't just make money and forget the bottom line, and don't touch the law for abnormal interests.
Recently, it has been said on the Internet that Hong Kong mooncakes cannot be bought in Hong Kong, and People's Daily Online stood up and said that this pot has to be carried by Brother Yang! They were serious and got to the point.
One stone stirs up a thousand waves.
The "Hong Kong mooncake" incident quickly fermented and became the focus of public opinion.
This moon cake named "Hong Kong Meicheng" has set an amazing monthly sales of 50 million yuan in Xiao Yang's live broadcast room.
In the live broadcast room, Brother Xiao Yang tried his best to endorse this mooncake "from Hong Kong", attracting countless consumers to place orders.
However, when the media took a closer look, they found that the "Hong Kong origin" of this mooncake seemed to be a bit problematic.
The company only has physical stores in mainland China and has not opened stores in Hong Kong for the time being. The products they produce are mainly from Guangzhou and Foshan.
The original very popular "Hong Kong Meicheng" moon cakes have recently been revealed by several agents, and the truth is not what everyone thinks.
In fact, although Guangzhou Meicheng Food Co., Ltd., which produces this mooncake, is registered in Hong Kong, the actual production area is in the mainland.
"Pang Yang brand", "playing side balls", Xiao Yang's "Hong Kong moon cake" incident is just the tip of the iceberg of false propaganda chaos in the live broadcast industry.
In order to pursue higher profits, some anchors and merchants ignore the law and moral bottom line, and use various means to package and promote products to mislead consumers.
"Made in Hong Kong", "Overseas Direct Mail", "From a 100-year-old store"......
The glossy label on the surface may hide an unknown secret behind it.
Now there are some products on the market, which exaggerate the efficacy, and fabricate the origin, and even the brand is fake.
And Brother Xiao Yang seems to have a soft spot for "stepping on the line".
Prior to this, he had caused controversy over the sale of plum vegetable button meat made of "trough meat", "fake Moutai", "fake beef rolls" and other products.
However, every incident is like a stone sinking into the sea, and after it ends, Xiao Yang's live broadcast room is still lively, and sales are soaring, and it seems that no question can shake its "top stream" status.
However, this time, can Brother Xiao Yang still get out of the way?
The naming and criticism of the official media and the intervention of the market supervision department in the investigation have released a strong signal: the era of barbaric growth of live streaming has ended, and the iron fist of supervision is about to fall!
The Xiao Yang Ge incident continues to ferment, and people can't help but ask: Who is supporting these false propaganda behaviors?
The answer may not be complicated: traffic.
The rise of live streaming has broken the time and space limitations of traditional e-commerce, making "everything can be broadcast, and everyone can bring goods" has become a reality.
Now is the era of traffic, whoever catches the traffic will be one step closer to making money.
In order to attract more audiences, the anchors can be described as eight immortals crossing the sea, each showing their magical powers.
Exaggerated performances, low prices, and limited-time spikes are all aimed at stimulating consumers' desire to buy, so as to obtain higher sales and platform shares.
In order to make money, some anchors and merchants do not follow the rules and begin to deceive people with lies.
In the face of the temptation of real money, the binding force of morality and law seems insignificant.
Actually, it's a bit unfair to blame only the anchors and merchants.
Platforms are like a link between merchants and consumers, and of course, they also have important responsibilities.
However, under the temptation of interests, some platforms choose to turn a blind eye to the anchor's violations.
Even, in order to support the head anchors, the platform will also provide "special treatment" such as traffic tilt and resource recommendation, which further fuels the luck psychology of the anchors.
There are frequent chaos in live streaming, and in the final analysis, the lack of supervision is also a major reason.
For a long time, the live streaming industry has lacked clear laws and regulations, and the supervision of relevant departments has lagged behind, giving criminals an opportunity to take advantage of.
Although the state has introduced many policies in order to regulate the live streaming market, the actual effect is not satisfactory.
On the one hand, the existing laws and regulations are not perfect enough, and many issues have not yet been clearly defined. On the other hand, the manpower and material resources of the regulatory authorities are limited, and it is difficult to carry out all-round supervision of the huge number of live broadcast rooms.
It is difficult for consumers to protect their rights, which has exacerbated the chaos of live streaming.
Due to the immediacy and fragmentation of live streaming, it is often difficult for consumers to retain complete evidence, and the cost of rights protection is high and difficult.
"Difficult to return", "Difficult to refund", "Difficult to after-sales"......
The various difficulties encountered by consumers in the live broadcast room also reflect the urgent need for regulation and rectification in the live streaming industry.
Brother Xiao Yang's "Hong Kong moon cake" incident sounded the alarm bell of the live streaming industry.
How to build a benign development of the live streaming ecology has become a difficult problem in front of everyone.
First and foremost, industry self-discipline is key.
As a public figure, the anchor should establish a sense of legal awareness and social responsibility, adhere to professional ethics, bring goods with integrity, and put an end to false publicity.
The head anchor should play an exemplary role and drive the entire industry to standardized development.
Secondly, the responsibility of the platform cannot be shirked.
As the main participants in live streaming, platforms should assume their due social responsibilities, strengthen the review of anchors and products, establish and improve consumer complaint and rights protection mechanisms, and create a safe and secure shopping environment for consumers.
Third, laws and regulations need to be improved urgently.
Relevant departments should speed up the legislative process, clarify the norms of conduct for live streaming, refine the responsibilities of platforms, and increase the force of cracking down on illegal activities such as false propaganda and the sale of counterfeit and shoddy products, so as to increase the cost of violations and form an effective deterrent.
Finally, consumers need to be vigilant.
The principle of "you get what you pay for" is also applicable in the live broadcast room.
Consumers should remain rational when shopping, do not blindly believe the anchor's propaganda, try to choose formal channels to buy, and pay attention to keeping shopping vouchers in order to protect their legitimate rights and interests.
Live streaming is becoming more and more popular now, and it is like a magic key, which not only opens the wallet of consumers, but also takes economic development to a higher level!
However, it should also be noted that the development time of the live streaming industry is still short, and there are still many problems and shortcomings.
The healthy development of live streaming is inseparable from the joint efforts of all links, so that it can truly become a good thing for the benefit of society.
The heavy blow of the official media has ushered in an "earthquake" shock in the live streaming industry, which has been in the gray area for a long time.
The statement of the State Administration for Market Regulation is even more resounding, making it clear that it will focus on rectifying seasonal commodities with "Internet celebrities" and "private houses" as gimmicks, pointing to the usual marketing routines of "Xiao Yang's brothers".
On September 14, the State Administration for Market Supervision held a video and telephone conference to strengthen the supervision of market order during the Mid-Autumn Festival and National Day, and deployed all localities to strengthen market supervision, maintain the market order of fair competition, and create a safe and secure consumer environment.
The meeting emphasized that it is necessary to consolidate the responsibilities of the platform, urge the platform to fulfill its main responsibility, strengthen the management of operators on the platform, deal with consumer complaints and reports in a timely manner, and cooperate with the regulatory authorities to do a good job in the investigation and handling of online and offline cases.
This is a huge amount of information.
On the one hand, the regulator's tolerance for the chaos of live streaming has fallen to freezing point, and a "storm" is coming for the live streaming industry.
On the other hand, it also releases a clear signal: the platform will no longer be a "place outside the law", and the regulatory authorities will urge the platform to earnestly fulfill its main responsibilities and bear joint and several liability for the violations of laws and regulations of operators on the platform.
This is undoubtedly a hammer for live broadcast platforms that are accustomed to "free-range" management.
In the past, in order to attract more people to watch the live broadcast and make money, the platform didn't care much about the mistakes made by the anchors, and some even helped them and tried to make it more convenient for them.
However, with the strengthening of regulation, this "lying to earn" model of the platform will be unsustainable.
Once the platform is found to be responsible for the illegal acts of the anchor, it will face the risk of huge fines, suspension of business for rectification, and even revocation of business licenses.
Under tremendous pressure, the platform also had to start "saving itself".
According to media reports, the Douyin platform has launched an investigation into the "Xiao Yang Brother Mooncake Incident" and said that the relevant responsible persons will be seriously dealt with according to the results of the investigation.
It is foreseeable that in the future, the live broadcast platform will set off a "self-revolution".
In order to let everyone shop with confidence, we have to check well, strictly review the professionalism and reputation of the anchor, and also improve the quality requirements of the product, so that only qualified goods can be put on the shelves. If we encounter problems, we will also improve the complaint and rights protection mechanism, so that everyone can protect their rights and interests with confidence.
A series of measures will be introduced one after another, and the live streaming industry will also usher in a "big reshuffle".
Now that the market competition is becoming more and more fierce, those irresponsible anchors and merchants who like to take advantage of legal loopholes are not having a good time.
For those anchors and merchants who are serious about buying and selling, and who are careful about their products and services, the future will definitely be promising.
For consumers, the increased regulation is undoubtedly good news.
This means that in the future, shopping in the live broadcast room will be safer and more secure, and the legitimate rights and interests of consumers will be better protected.
Relying on supervision alone, it is a bit difficult to completely solve all the problems in live streaming.
More importantly, it is necessary to establish a set of long-term regulatory mechanisms to guide the live streaming industry to embark on the road of standardized and healthy development.
"Iron also needs its own hardness."
As an emerging format, live broadcast e-commerce must bid farewell to barbaric growth and embark on the road of standardized development if it wants to achieve steady and far-reaching development.
The development of live streaming depends on everyone's joint efforts: anchors must make content with heart, platforms must do a good job of supervision, regulatory authorities must introduce good policies, and consumers must also keep their eyes open. Only in this way can live streaming truly become a good business for everyone.
The storm caused by this "moon cake" may be an opportunity for the live streaming industry to "set things right".
I believe that after this baptism, live streaming will get better and better.
Information sources:
Red Star News2024-09-15Brother Xiaoyang's live broadcast room "Hong Kong Meicheng Mooncakes" sold out, but there were no stores in Hong Kong at all! The product has been removed from the shelves, and the official has intervened in the investigation
Finance Associated Press2024-09-15Netizens questioned the false propaganda of "Hong Kong high-end moon cakes" brought by Brother Xiao Yang, and the city supervisors of Guangzhou and Hefei responded
Securities Times E Company2024-09-14People's Daily Online Speaks! Hong Kong mooncakes can't be bought in Hong Kong? Brother Xiao Yang and Zeng Zhiwei brought the goods, and Luo Yonghao "refunded one and paid three"!