Pay Dividends, Live Broadcast With Goods, Beware Of "Rollover"

This year's double 11, live with goods accounted for half of e-commerce sales.

As a new field emerging in recent years, live broadcasting has shown its huge traffic value after integrating with business. On the day of double 11, Li Jiaqi, Weiya, Simba, Luo Yonghao and other top anchors can make hundreds of millions of sales in just 24 hours.

However, when e-commerce live broadcasting is in the ascendant, the routine behind it has been criticized by consumers and businesses.

According to the survey and statistics of China Consumer Association, the most frequently complained by consumers in the recent live delivery of goods are: exaggeration of words and illegal publicity, incorrect product quality, direct broadcast of fans' data, fake sales orders to "kill young", lure third-party transactions, excessive preferential activities, and no guarantee after sale.

According to media reports, businesses are also complaining about the "data flooding" problem with live delivery.

First of all, in Gmv (website transaction amount), in addition to the real sales, it also includes the amount of cancelled orders, the amount of rejected orders and the amount of returned orders. It is almost impossible to separate the moisture in Gmv. When the data is disclosed, businessmen are often trapped in "high Gmv and low income".

In addition to the behavior of cancelling orders and returning goods after fans' impulsive consumption, many platforms and anchors cheat businesses by spending money to change sales volume, hire shooters to swipe orders, and falsify data. Some businesses said that because the platform itself occupies the advantage of traffic, the general businesses are not willing to offend them because of their rights protection.

In addition, the anchor "pit fee" is very high, some as high as tens of thousands. In addition, in order to ensure sales volume, the platform often depresses the price of goods with goods. Sometimes the real sales volume of a live broadcast is not as high as the pit fee. In the end, businesses may not get gratifying profits, but they have to pay high costs.

Many times, it is difficult for consumers to protect their rights, and businesses can only "mute eat Coptis.".

Today, the state Cyber Information Office released the "Internet live marketing information content service management regulations (Draft)". Among them, Article 16 of Chapter 3 stipulates that operators and marketing personnel of live broadcasting room shall not release false information to deceive or mislead users, and shall not fabricate or tamper with data flow fraud such as attention, browsing, likes and transactions.

However, rules and regulations can not completely prevent the chaos of e-commerce live broadcasting. Gmv water injection data is difficult to separate, and the unequal relationship between businesses and live broadcast organizations is also difficult to break; when consumers watch the live broadcast, it is even more difficult to distinguish the true from the false and protect their rights reasonably.

Not long ago, Amazon filed a lawsuit with the Federal District Court for the Western District of Washington, D.C., accusing online celebrities of helping third-party sellers promote luxury imitations. Although the Amazon case does not involve live delivery, the marketing model of online celebrity promotion and live broadcast with goods is basically similar, but with different media.

Perhaps, Amazon's lawsuit against several Internet Celebrities and the policy-making of Netcom office will let the "hard live" businesses and third-party platforms see a new direction to deal with such incidents: if the chaos in the live broadcasting industry is still not restrained, Amazon will not be the only one to rise to law.

Recently, the Research Report "live e-commerce towards a trillion market" released by Ali Research Institute and KPMG mentioned that the overall scale of live e-commerce has entered the "trillion era" this year. However, with the increasing number of MCN institutions, the traffic dividend of mobile Internet is becoming less and less, and the competition for traffic will be more and more fierce.

Each industry has its own ecological system. Only by following the operation rules and balancing the interests of all parties can the industry achieve long-term development. If you cheat on the consumers, you will get the profits from them one day.

Profiteering is only temporary. Word of mouth is the key. Even if it is the dividend headed live with goods industry, it is possible to "roll over" if you are not careful.