"Brush the live broadcast in the morning, he is eating chicken feet, and he is still eating at night." Recently, many netizens found in several live broadcast rooms with goods that the picture of Zhu Zixiao, an actor, saying nothing and bowing his head to eat chicken feet beside the anchor turned out to be a dig to embed the video of online celebrity stars’ eating in the live broadcast room. Many netizens complained that this "ghost animal" picture made people "brain down". (Upstream News on March 29th)
In recent years, live broadcast with goods has become a brand-new sales model. Both stars and online celebrity have flocked to this industry, hoping to realize their fame quickly through live broadcast. However, with the rapid development of this industry, e-commerce platforms and anchors with goods ignore the accuracy and authenticity of commodity information for traffic and sales, which leads to some problems gradually emerging. For example, the strategy of "slicing with goods" in online celebrity’s live broadcast has aroused widespread controversy in society.
No matter how popular a star or network anchor is, his energy is limited after all, and he can’t broadcast live all day. In order to maximize "online time",Recording a video with goods can "take care of it"The live broadcast strategy of "slicing with goods" began to "become popular". However, this method seems simple and quick, but in fact there are great problems.Driven by interests, anchors and editors with goods will intentionally or unintentionally ignore some details when making "slices", resulting in inaccurate product information or misleading consumers, and many authorized live trumpet with goods will also "carry private goods". In this way, the live broadcast of "Slicing with Goods" in online celebrity will not only greatly boost the sales of goods, but also inevitably lead to a large number of consumer disputes.
Star and online celebrity, as important participants in live broadcast, have a huge fan base and extensive influence. Every recommendation they make may affect the buying behavior of a large number of fans. Therefore, stars and online celebrity should take a high sense of responsibility for their recommendation behavior, strictly screen live broadcast products, and ensure the quality and safety of the recommended products. According to the provisions of Articles 23 and 24 of the Consumer Protection Law, it is the operator’s obligation to undertake the quality guarantee responsibility of goods or services. That is to say, once there is a problem with the goods sold through "slicing with goods", both the anchor and the editor need to bear the corresponding joint responsibility. This is because live delivery is not only a sales model, but also a commercial behavior. When promoting products, anchors and editors have the obligation to strictly review and verify the product information to ensure the accuracy and authenticity of the product information. If consumers buy unqualified goods because of their negligence or irresponsibility, then they need to bear corresponding responsibilities.
In order to realize the healthy and sustainable development of live broadcast, it is necessary to strengthen the regulation of the industry. In this regard, the regulatory authorities should strengthen the supervision of the live broadcast industry, introduce relevant laws and policies, clarify the responsibilities and obligations of anchors, platforms and businesses, standardize the industry order, block the potential risks of "slicing with goods" and protect the rights and interests of consumers to the greatest extent.At the same time, the regulatory authorities can also encourage and support the establishment and development of industry self-regulatory organizations to promote the healthy and orderly development of the industry.In addition, the platform should also establish a strict auditing mechanism, and carry out real-name authentication and qualification authentication for anchors and editors to ensure that they have sufficient professional knowledge and ability to accurately audit and screen product information. For violations of laws and regulations in live broadcast, the platform should strengthen rectification and curb unhealthy trends.
It is predicted that by 2025, the scale of the live e-commerce market is expected to exceed 2 trillion yuan. This trend indicates that in the future, live delivery will continue to play a key role in promoting the growth of consumer demand and promoting high-quality economic development. As a marketing strategy of live broadcast with goods, "slicing with goods" does have the function of enhancing the exposure of anchors and goods and realizing the growth of sales. However, no matter how ingenious the sales form is, the practitioners who bring goods by webcasting should stick to the initial intention of honest management and devote themselves to providing consumers with high-quality and cheap goods and caring services. This is the cornerstone of the long-term development of webcasting.(easy to climb)