On December 23, Li Jiaqi was named by Zhejiang Consumer Protection Commission and posted on the microblog hot search:
During the tiktok eleven period, Zhejiang Consumer Protection Committee made a consumer survey of Taobao, the spate of products, Jingdong, Kwai Fu, five flick voice and 17 anchor live broadcaster.
It is found that the five anchors, such as Timor Xiaofeng and yunyun live studio, have exaggerated publicity, used absolute advertising language and compared with the prices of other live studios;
The quality of anchor products such as Yan Xuan and Rongwei No. 7 (brother Xiaoxuan) did not meet the standards;
in the live broadcasting room of Li Jiaqi and Baibai rabbit, it was found that the labels of 1 batch and 2 batches of goods were not standardized respectively.
On December 23, Zhejiang Consumer Protection Commission interviewed the above five platforms and relevant anchors and asked them to submit a formal rectification report within 3 working days.
Overall situation of : nearly 40% of the commodities tested did not meet the national standard
During the tiktok eleven period, Zhejiang Consumer Protection Committee has conducted a consumer inspection on Taobao, the spelling of many products, Jingdong, fast hands and five sound platforms, eleven Kwai live and goods.
Tiktok chose 7 hosts, 4 anchor hosts, 2 Jingdong anchor, 2 anchor, 2 voice anchors, including Li Jiaqi, Kwai ya, Luo Yonghao, Sydney, Jill baby, Timor, and so on. A total of 80 batches of commodities were purchased, including clothing, footwear, fresh food, toys, electronic commodities, etc. And entrust a third-party authority to test the commodity quality, identification and label, physical and chemical indicators according to national standards.
During the observation, it was found that some anchors exaggerate publicity, use absolute advertising language, compare with other platforms, send less missing hair, send the wrong size, and the publicity is inconsistent with the real object. In addition, shortness of weight was found in two batches of fresh food.
After testing, it was found that among the 80 batches of samples purchased this time, 29 batches of samples did not meet the national standards, and the non-compliance rate was 36.25%. Among them, there were 10 “three noes” products, 9 products whose quality did not meet the national standards (4 potential personal safety hazards), 7 materials and components did not meet the national standards (1 fake material), and 3 labels were not standardized.
detection: three noes. There are many problems that the commodity quality does not meet the national standards
In this consumer observation, Zhejiang Consumer Protection Commission purchased 80 batches of samples as ordinary consumers, found that there were many three no products in the live broadcast during the double 11, and a total of 10 batches were detected, accounting for 8% of the total number of samples purchased.
Such problems are found in many spate and Kwai Tai platforms.
For example, the underwear and underwear purchased in the live broadcast room of mizhuoman (number of fans 246w) on pinduoduo platform, and the jacket and vest purchased in the live broadcast room of zhilaiyan Xuan (number of fans 117w) are not marked with the manufacturer’s name and address, product name, product size and specification, fiber composition and content, maintenance method, product standard and safety category, It does not comply with relevant provisions of GB / T 5296.4-2012.
A sucker sound board purchased from the Kwai Wei brother (seven fans) of the fast track platform has no manufacturer, or the responsible dealer’s name, trademark or identification mark, inorganic code or type, no power symbol, no rated consumption current or rated power consumption, and no relevant specification, which does not meet the GB8898-2011 requirements. 84.7W
After testing, it was found that there was no name, trademark or identification of the manufacturer or responsible underwriter, no appliance model or series number on the commodity body, which did not comply with the relevant provisions of GB 4706.1-2005.
in addition, 16 batches were detected, accounting for 20% of the total number of samples purchased, when the quality and material composition of the goods did not meet the national standards.
For example:
The upper pull-out strength of a Doudou shoe purchased in the live broadcast room of lieerbao (15.543 million fans) on Taobao platform is tested to be 17 n / cm, while the standard value is ≥ 70 n / cm (if the material is torn and the joint is not opened, the upper pull-out strength is ≥ 30 n / cm).
A skirt purchased in the live broadcast room of family size women’s wear (574.2w fans) in the fifth quarter is called “polyester: 70, wool: 30”, while the test result is “polyester: 100”, and there is no wool material.
After testing, it was found that the protection impedance of the power adapter was composed of a single element, which did not comply with the relevant provisions of GB 4706.1-2005 and GB 4706.10-2008.
also found 1 batches of Li Jiaqi and 5645.2w of 2 batches of labels on Taobao platform, including fans (tiktok: 5645.2w) and the voice room (rabbit fans).
anchor exaggerated publicity
the phenomenon of using absolute advertising language still exists
During the double 11, the Consumer Protection Commission of Zhejiang Province observed a total of 17 anchors and found that 5 anchors had problems such as exaggerated publicity, absolute advertising language and price comparison with other live broadcasting rooms.
For example:
When carrying goods in the live broadcast room of Tim Xiaofeng (838.6w fans) on Taobao platform, he frequently mentioned other platforms and claimed that his price was low.
In the cloud Live Room (589w fans) of pinduoduo platform, it is said that a brand product sold 100 million last year, ranking first in the whole network; With anti-aging, beauty and other functions; And frequently compared with other live broadcasting rooms, saying that other anchor live broadcasting rooms sell 68 and only need 59 in their own live broadcasting room. If the boss does not agree with this price, the anchor said that the price difference will be made up by himself.
In the snack bar of the fast platform, the ice cream shop (Kwai fan number 96.8W) is broadcast in the live room. When the anchor introduces the product, she starts to pull down her trousers zipper to expose the indecent behavior of her navel.
In addition, the 84.7W (Kwai brother) live broadcast room (fan number 84.7W) did not display the complete product according to the consumer requirements.
it is worth noting that in the pinduoduo platform, it was found that there were many missing hair, wrong size, and the material object was inconsistent with the publicity. Fruit shortness is also common .
For example, in the live broadcast room of crane caier (118.5w fans) on JD platform and yunyun (589w fans) on pinduoduo platform, it was found that the fruit was short in weight, and the net weight shortage rates were 14.4% and 12.9% respectively.
Nancai quick review: the live broadcast and delivery industry needs to be standardized
New economic and new business formats such as live e-commerce and online Red economy have grown rapidly with the help of the epidemic. The openness of the Internet platform makes the access threshold for employees in live broadcasting industries such as network anchor low. The online employment of network anchor basically has no actual business address, strong liquidity and large number of employees. It is in a free market state and lacks industry supervision and industry rules.
however, the rapid expansion of the scale of live anchor with goods and the formation of network anchor head structure make the industry need to be standardized and developed.
According to the report released by KPMG and Ali Research Institute, the scale of live e-commerce will expand to 2 trillion yuan in 2021.
According to the report of AI media consulting, in 2020, China’s live online anchor Weiya ranked first with sales of 31.09 billion.
Live broadcasting with goods is no longer a “small and micro business”, showing the characteristics of large scale, many employees, leading by head anchor and so on.
There are difficulties in the specification of webcast, because most of the anchors are operated by individuals, and there are neither employers nor enterprise subjects. The relationship between the platform and it is only the service industry, lacking the grasp of organizational supervision. There are many ways of webcast income, such as “pit fee”, “reward”, and webcast Commission. It is difficult for outsiders to distinguish. The anchor individual is also vulnerable to the influence of bad intermediaries or tax evasion motives. He will use the fuzzy boundary of the so-called tax policy to avoid tax arbitrage and form the fact of tax evasion. There is a lack of systematic regulation of individual employment in this industry.
At present, the regulatory obligations of platform enterprises should be determined. The live broadcasting platform should directly pay remuneration to the network anchor, master the network anchor account and revenue and expenditure, control the account, prohibit tax evasion such as paying remuneration without Invoicing, and even fulfill the obligation of withholding and paying personal income tax, and urge and assist the platform anchor to handle tax declaration in accordance with the law and regulations. The savage growth of the webcast industry should also strengthen industry self-discipline, gradually form industry disciplinary measures and mechanisms, and promote the healthy and stable development of the webcast industry in the future.
After entering the new century, the rise of the Internet economy has produced an e-commerce model. Compared with traditional entity commerce, e-commerce has shortened the intermediate circulation and distribution links, and has low rental cost and tax incentives, seizing the offline retail market. Now, the head anchor of webcast with goods often has tens of billions of sales and trillions of total industry sales, which means that thousands of online stores will be impacted when the platform traffic remains unchanged.
Commerce is strengthening the trend of concentration through different forms of price competition. E-commerce has occupied a large number of offline physical stores, and the live broadcast with goods head anchor has further squeezed a large number of online store business. The traffic flows from the business ecology formed by countless vendors to the network platform and head anchor, resulting in the destruction of the traditional business ecology, Loss of platform vitality and a monopoly of anchor traffic that will succeed.
The head anchor attracts traffic by “the unique lowest price of the whole network”, rather than its personal brand premium. If it is not the lowest price of the whole network, it is impossible to have so many customers. The head anchor phenomenon will form Matthew effect because it has higher bargaining power and lower prices than other small anchors, online stores and offline physical stores. The latter is retail, while the former is wholesale and suspected of dumping. It is really unfair commercial competition to require enterprises to give the only lowest price in the whole network.
The savage growth of the webcast delivery industry needs to be standardized and developed, and its business model, especially the head anchor, uses its advantageous position to obtain the lowest cost, so as to carry out unfair competition to maintain its traffic position, which has an impact on the sustainable development of Commerce and the healthy development of upstream manufacturing industry. This bottom-by-bottom competition model is contrary to high-quality development, It also conflicts with creating more jobs and promoting common prosperity.
Ministry of Commerce: it will accelerate the revision and improvement of the industry standard of the specification for management and service of live e-commerce platform
On November 25, Shu jueteng, spokesman of the Ministry of Commerce, pointed out that the Ministry of Commerce will continue to strengthen the construction of industry standards for new e-commerce formats and models, and give full play to the foundation and leading role of standards. At present , according to the opinions and suggestions solicited, the industry standard of the specification for management and service of live e-commerce platform is being revised and improved, and will be accelerated according to the procedures.
She pointed out that the Ministry of Commerce will continue to guide the e-commerce market entities to strictly implement the requirements of laws, regulations and normative documents such as the e-commerce law and the measures for the administration of webcast marketing (for Trial Implementation), earnestly fulfill the main responsibilities and maintain a good network market order.
Previously, according to the notice of the general office of the Ministry of Commerce on Issuing the 2020 circulation industry standard plan project, China Institute of standardization organized and completed the industry standard draft of the specification for management and service of live e-commerce platform and solicited public opinions. The opinions specify the management and service requirements of roles such as live broadcast marketing platform, live broadcast subject and e-commerce trading platform in live broadcast e-commerce. The standard is applicable to all kinds of e-commerce platforms based on the Internet and selling products or providing services through webcast, not applicable to cross-border live e-commerce platforms, nor to special products and services such as finance, medical treatment, news and culture.
The Opinions also stipulate the qualifications, operating conditions and basic compliance requirements that the live broadcast marketing platform should have; It specifies the management and service requirements for businesses and live broadcast subjects to settle in and exit, review of product and service information, live broadcast marketing management and services, users and live broadcast subjects’ account numbers; It stipulates its requirements for consumer rights and interests protection such as consumer privacy protection, transaction and after-sales service; It defines the requirements for information security management.
According to China e-commerce report 2020, in 2020, the national e-commerce transaction volume reached 37.21 trillion yuan, a year-on-year increase of 4.5%. Among them, the trading volume of Commodity E-commerce is 27.95 trillion yuan, that of service e-commerce is 8.08 trillion yuan, and that of contract e-commerce is 1.18 trillion yuan.
In May this year, the Research Report on China’s live e-commerce industry in 2021 released by the Research Institute of China international e-commerce center of the Ministry of Commerce predicted that the scale of live e-commerce in 2021 would be close to 2 trillion yuan.
(21st Century Business Herald)
