Why is the live broadcast so hot?

Many consumers like to spend money in live broadcast, on the one hand, because live broadcast can better display the characteristics of products compared with traditional static product introduction pages, and can also interact with anchors to learn more about the characteristics of products. More importantly, because live broadcast will create a "big discount", consumers will feel that they can buy goods at a lower price, and if they buy them, they will earn money.

However, like traditional e-commerce, live e-commerce also has problems of product quality and false propaganda. 20 19 a head e-commerce anchor "overturned", and a brand of non-stick pan recommended by him got stuck during the live broadcast of fried eggs. Some netizens also reported that the things they bought in some live broadcasts were different from those introduced by the anchor. According to the report of China Consumers Association, when e-commerce shops live, there are still cases where customer service or operators cannot be found when defending rights.

The scale of live e-commerce is getting bigger and bigger, and it needs to be regulated more and more. The first thing to be clear is the role of anchors in e-commerce. Does the anchor bring goods, sell goods as an operation or just advertise for other operations? Different roles mean that the anchor has different legal status in commodity trading, so different laws should be applied to supervise it.