In the name of the General Administration of Market Supervision, what are the chaos of e-commerce live broadcast products?

Because the threshold of e-commerce live broadcast is relatively low, many things sold by anchors are mixed, which brings many related complaints. E-commerce live broadcast is known as the last piece of pure land in the field of e-commerce. There are many enterprises involved, including traditional e-commerce enterprises and many emerging short video platforms, but there are also many controversies. Just last year, tens of millions of fans of a short video platform were fined and their accounts were blocked for several months because of the products they brought. Since then, the regulatory authorities have also tightened the supervision of live e-commerce. Judging from the data disclosed a few days ago, there are still many problems in the field of live e-commerce, such as after-sales service, product quality and rights protection channels. Compared with traditional e-commerce, these are still not perfect.

These problems basically appear on short video platforms. Although traditional e-commerce also does live broadcast, it has many years of experience in e-commerce operation and has a good control over product quality. These emerging short video platforms have no experience in e-commerce, and it is easy to face a large number of orders and mixed situations.

Professionals also pointed out that on these short video platforms, you need to be very careful when buying things, try to choose big brands and big anchors, and don't be greedy and cheap. If you are greedy and cheap, you may lose more money.

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At present, there are two main ways to operate the live broadcast of goods: one is to refund after placing an order; The other is real order? Manufacturing? Sales. Ai Media Consulting analysts believe that on the one hand, the sales brushing behavior misleads merchants and makes them make wrong delivery choices; On the other hand, false sales records have further increased the bubble in the live e-commerce market. Although it can create the illusion of prosperity, it can't actually bring benefits to businesses and promote consumption, which is not conducive to the development of the industry in the long run. ?

The data shows that more than 60% of the respondents choose to find a platform to defend their rights, more than 40% choose to find a fake business, and about 30% choose to find an anchor to defend their rights or complain to relevant departments. In addition, nearly 50% of the respondents believe that platforms, anchors and merchants should be responsible for the live broadcast of goods, and each should bear corresponding responsibilities.