On March 2, Chen Fengxiang, Deputy Secretary General of Beijing Consumer Association, said at the online press conference of the public opinion report on rights protection of live goods consumption (2021) (hereinafter referred to as the report) that throughout 2021, the 96315 hotline of Beijing Consumer Association accepted 2026 complaints about live goods consumers, an increase of 9843% over 1021 complaints in 2020. The tiktok and Taobao false propaganda account for a relatively high proportion, while the Kwai Fu induced OTC problem is outstanding.
Specifically, the report points out that by summarizing and analyzing public opinion data, it is found that in the overall number of complaints about live delivery, false publicity is the most, accounting for 36.88%; Followed by product quality problems, accounting for 33.72%; In addition, price misleading accounted for 15.18%, induced OTC trading accounted for 7.58%, return and exchange accounted for 5.30%, slow delivery accounted for 1.19%, and sales of prohibited goods accounted for 0.15%.
Tiktok reported that Kwai Yin, Jingdong, fast hand, mogujie.com, Xiao Hong, Taobao, Suning.Com Co.Ltd(002024) , micro-blog, and many other 9 tiktok consumer rights protection data, involving the most consumer rights, the proportion of voice consumption accounted for up to 37.56%; Followed by Taobao, accounting for 28.38%; Kwai Pai ranked third, accounting for 10.07%. In addition, jd.com, Weibo, pinduoduo, xiaohongshu, mushroom street and Suning.Com Co.Ltd(002024) accounted for 8.06%, 4.98%, 3.42%, 3.32%, 2.95% and 1.27% respectively.
There are also some differences in the main problems reflected by different platforms. The report points out that the main problems reflected in the shaking platform are false propaganda and product quality, accounting for above average level, tiktok accounts for 42.10%. The main problems reflected on Taobao platform are false publicity and misleading price, of which false publicity accounts for 40.73%; The main problem reflected in the fast track platform is the induction of OTC and product quality, which led to 40.82% of Kwai OTC trading.
In the anchor dimension, among the live broadcast consumption rights protection public opinion data of 11 anchors, including Weiya, Li Jiaqi, Sydney, Chen Jie, lieerbao, Simba, Sanda brother, Yu eldest son, egg xiaopenyou, cat sister who loves food and Luo Yonghao, the report shows that Weiya has the most consumption rights protection public opinion, accounting for 29.19%; Followed by Li Jiaqi, accounting for 26.24%; Luo Yonghao ranked third, accounting for 15.66%; In addition, Sydney, Simba, Sanda brother, lier baby, Chen Jie Kiki, Yu eldest son, egg xiaopenyou and cat sister who loves food accounted for 9.67%, 6.32%, 4.20%, 3.09%, 1.86%, 1.52%, 1.23% and 1.02% of public opinion on consumer rights protection, respectively.
