When will the flicker live broadcast take the goods off？
□ Our reporter Han Dandong
□ Intern Guan Chuyu of this newspaper
Recently, # Blogger said that the mobile phone sold by Gazi Ge was worth 999 yuan at most # The topic rushed to the hot search list. The reason is that when the anchor Xie Mengwei sells a mobile phone in the live broadcast room, he claims that this mobile phone sells for 8999 yuan in the official flagship store of an e-commerce platform, and only sells for 1999 yuan in his own live broadcast room; Later, a digital blogger commented that the mobile phone used a high-priced and low-priced sticker machine to fool ordinary consumers, and the mobile phone was worth 999 yuan at most, which aroused social concern.
According to the investigation by the reporter of Rule of Law Daily, in the current live broadcast room, there are many slogans such as "floor price", "lowest price in the universe", "super welfare for fans" and "big profit promotion". It is claimed that the goods with goods are only 10% or even lower in the market price, but consumers find that the goods are not right, exaggerated and higher than the market price after placing an order. Some netizens call this phenomenon "flickering live broadcast with goods".
The interviewed experts suggested that the rectification of "flickering live broadcast with goods" should be intensified, and the live broadcast platform should blacklist the live broadcast marketers who seriously violate the law and regulations and those who have caused adverse social impact due to illegal morality, and report to the relevant competent authorities. At the same time, all departments should strengthen linkage and investigate and deal with illegal activities of live broadcast marketing according to law.
The difference between the price tag and the price is huge.
Let profit sales be questioned.
In the live broadcast that evening, Xie Mengwei showed the price of this mobile phone in the official flagship store of an e-commerce platform at 8,999 yuan, and then said that it was only sold at 1,999 yuan in its live broadcast room. "This product told all the old irons that Gazi didn’t make money, and I hope that fans will @ 味味 after receiving it, saying that the products that Gazi brought were too conscience". That night, more than 14,000 mobile phones were sold in the live room.
Subsequently, a digital blogger @ Li Jieling sent a video saying that this mobile phone used a high-priced and low-priced labeling machine to fool ordinary consumers, thinking that the mobile phone was worth 999 yuan at most.
In response, @ Xie Mengwei Studio sent a short video to respond that any product sold in the live broadcast room is fidelity, because each product has official authorization to ensure authenticity; The preferential strength of different channels is different, so there are differences in prices.
Recently, the reporter searched on the e-commerce platform mentioned by the anchor, and neither of the flagship stores of the two brands sold this mobile phone, nor could they see the link displayed by the anchor in the live broadcast room at that time. The customer service of one of the brand’s self-operated flagship stores told reporters that this mobile phone has never been sold in the store. The customer service of another brand communication flagship store said, "There is no such mobile phone in the store now, and the replenishment time is uncertain."
For the case that the link displayed in the live broadcast room of the anchor "disappears" from the e-commerce platform, a short video platform blogger @ 中中中中 said that this may be a cooperative machine between the merchant and the anchor. Only when the anchor brings the goods, the merchant will put the mobile phone on the e-commerce platform at a price of 8,999 yuan.
The reporter found that in the flagship stores of the two brands of the above platforms, the prices of all the mobile phones on sale are not higher than those in 1000 yuan, and most of them are "old man-machines", which means that the target users are mainly elderly people, and many of them are flip phones and non-smart phones with buttons. On another e-commerce platform, the price of this mobile phone is 1880 yuan.
After this incident caused a heated discussion among netizens, many digital product evaluation bloggers bought this mobile phone on other platforms for evaluation. Many bloggers called it a high-priced and low-priced labeling machine, which not only had low configuration, but also had no sense of experience. One of the evaluation videos shows that there are many advertisements in this mobile phone system, and advertisements will pop up when you turn on one-button acceleration, look at the calendar, the mobile phone housekeeper or even charge.
There are also bloggers who broke the news that on another short video platform, live sales of this mobile phone can earn a commission of 599.7 yuan, accounting for 30% of the selling price.
Known as "floor price" for sale
Other platforms are cheaper.
The reporter’s investigation found that not only mobile phones, liquor, watches, electronic products, tea, health care products and other products, but also a large number of so-called "profit promotion", "floor price" and "fracture price" exist in the process of live broadcast. Some live broadcasts with goods on the scene, as well as a so-called factory staff, sang a good face and a bad face with the anchor, which made many consumers have the illusion that "buying is earning".
On the evening of February 27th, on a short video platform, an anchor was selling liquor in the live broadcast room. When introducing a wine, the manufacturer said that the price of this wine in Shangchao was more than 600 yuan, and the price for the agent was between 260 yuan and 290 yuan. Then, the anchor bargained "crazily" for the factory staff, and finally linked it at the price of a bottle of 99 yuan. In the meantime, the factory staff kept chanting: this price will lose money. The anchor said that only 2000 tickets were sold to fans for welfare. Soon, this wine was snapped up.
However, the reporter inquired on other platforms that the price of this wine is only 60 to 70 yuan per bottle.
On another short video platform, an anchor is selling a "Guizhou ×××× Luzhou-flavor" high-alcohol in the live broadcast room. The anchor repeatedly touched porcelain "Moutai", saying that this wine is a commemorative collection wine above "Feitian Maotai". The ex-factory price is more than 3,000 yuan per box, and now it is directly given to fans. A box (6 bottles) is only 398 yuan, and each bottle is only 66 yuan.
"Come and taste the high-end wine that ordinary people can’t drink." The anchor shouted. In a short time, all the wine was sold out.
The reporter observed that the producer of this wine is a health wine company, not Kweichow Moutai Co., Ltd. In this product review area, many consumers gave bad reviews after purchasing: "The code is wrong, and if you can’t find the corresponding product, you should buy a lesson." "The wine can only be regarded as miscellaneous wine, but the taste is unknown, and the appearance can only be said to be average" … …
The reporter’s investigation found that this way of live broadcast with goods is even more outrageous in some live broadcast rooms selling "famous brand watches".
In the live broadcast room of a platform, a watch named "Reni Shijia" costs 158 yuan, and the anchor said that every watch he sells is equivalent to 110,000 yuan — — The anchor spent 110 thousand yuan to buy a watch from the manufacturer, and then sold it to consumers at the price of 158 yuan in the live broadcast room, just for the benefit of fans. The anchor even transferred money to the manufacturer in the live broadcast room. In the live broadcast room, the reporter can hear a transfer prompt sound similar to "×××× 330,000 yuan".
"After the arrival, you can go to the offline counter to inspect the goods. If it is true, you will earn it; If it’s fake, if it’s fake, you’ll get nearly 1 million yuan in compensation based on the price I just transferred. Therefore, it can’t be fake. Any diamond in the table is priceless. " The anchor said.
Establish a "blacklist" system
Improve the complaint reporting mechanism
"The lowest price in the whole network", "It is the most cost-effective to start in my live broadcast room today" and "An e-commerce flagship store sells 5,000 yuan to me as long as 800 yuan" … … When will the flicker live broadcast take the goods off?
Duan Wei, a professor at the Law School of Minzu University of China, said: "The anchor announced in the live broadcast room that ‘ Best offer ’ ‘ The lowest price of the whole network ’ Acts such as this are obviously seriously inconsistent with the facts. It is purely a flicker or even a fraud of consumers, which is illegal. "
He explained that these acts not only deviate from the provisions of the Civil Code on promoting socialist core values and that civil subjects should follow the principle of good faith when engaging in civil activities, but also violate laws, regulations and normative documents such as the E-commerce Law, the Consumer Protection Law, and the Management Measures for Webcast Marketing (Trial).
"The E-commerce Law clarifies that e-commerce operators should disclose information on goods or services in a comprehensive, true, accurate and timely manner, and protect consumers’ right to know and choose. Merchants’ flickering live broadcasts disrupt the normal market order. At the same time, if the above-mentioned live broadcast behavior constitutes a commercial advertisement, it also violates the advertising law that advertisements shall not be used ‘ Highest level ’ ‘ Best ’ The provisions of such absolute terms. " Duan Wei said.
The law is very clear, why is it not uncommon to bring goods by flickering live broadcast?
According to Yi Haibin, a partner of Beijing Guoshuang Law Firm, according to the Management Measures for Webcast Marketing (Trial), the live broadcast marketing platform should take measures such as warning, restricting functions, suspending publishing, canceling accounts, and prohibiting re-registration as appropriate for the account of the live broadcast operator who violates laws, regulations and service agreements, and keep records and report to the relevant competent authorities. However, at present, the live broadcast marketing platform still lacks a complaint and supervision mechanism for this phenomenon. On the one hand, many consumers may not actively complain about rights protection in this situation; On the other hand, after receiving the complaint, the live broadcast marketing platform may not take active measures.
"Who will supervise and punish the negative behavior of the live broadcast platform needs to be further improved at the level of legislation and webcast management norms." Yi Haibin said.
He suggested that the live broadcast platform should list the live broadcast marketers who seriously violate the law and regulations and those who have caused adverse social impact due to illegal morality, and report to the relevant competent authorities. At the same time, all departments should strengthen linkage, investigate and deal with illegal activities of live broadcast marketing in accordance with the law, strengthen information sharing and coordination, and enhance the joint efforts of supervision. It is also necessary to intensify the investigation and handling of cases. If an illegal act is found to be a crime, the case shall be transferred to judicial organs in time.
Duan Wei believes that commercial activities such as webcasting with goods have played a positive role in expanding employment, promoting consumption, and promoting the economy. In order to promote its positive functions and prevent negative effects, efforts should be made to build a comprehensive governance system: webcasting publishers, webcasting service organizations, webcasting platforms and other operators should strengthen their awareness of abiding by the law and consciously abide by the obligations and responsibilities stipulated by laws such as the Consumer Protection Law and the Advertising Law; Industry self-regulatory organizations should take the initiative to enhance the normative function and enhance the image of the industry; Relevant regulatory authorities should actively act to form an all-round and three-dimensional regulatory system; The whole society should participate in real time, effectively improve the level of social supervision, and let illegal activities be invisible.
The interviewed experts also reminded consumers to keep their eyes open. Yi Haibin said that consumers should rationally consume and avoid impulsive consumption, and they can place orders after comparison on multiple platforms; Be careful to choose the live broadcast platform and try to buy goods in the official flagship store; In addition, don’t blindly idolize, and observe and compare the live broadcast of stars; Keep relevant evidence such as shopping vouchers after shopping, so as to actively defend rights after finding problems.
Comics/Li Xiaojun