Reflection on the Bird's Nest Event: The trillion-dollar live broadcast market urgently needs to improve standards

Recently, the "Simba Bird's Nest Gate" incident has made new progress

With great influence comes great responsibility

In 2020, live streaming has become a popular business sought after by the whole people

On November 6, the State Administration for Market Regulation clarified in the "Guiding Opinions on Strengthening the Supervision of Online Live Streaming Marketing Activities" to consolidate the legal responsibilities of relevant entities, strictly regulate online live broadcast marketing behaviors, and investigate and punish illegal online live broadcast marketing activities in accordance with the law

According to the "Advertising Law", advertising spokespersons recommending and certifying goods and services in advertisements shall be based on facts and comply with the provisions of this Law and relevant laws and administrative regulations, and shall not be used for unused goods or unaccepted.

On November 20, the China Consumers Association released the "Double 11" Consumer Rights Protection Public Opinion Analysis Report

Judging from the current situation, behind the sales volume of tens of thousands or hundreds of thousands when the anchor brings goods, it is the star effect of the anchor, the boost of the fan economy, and the prosperity of the well-known anchor with goods.

The "Beijing Youth Daily" commented that Simba's initiative to assume the responsibility for one refund, one compensation and three compensation is worthy of recognition, and it is a manifestation of taking the initiative to correct mistakes

Can the advance payment model be implemented?

Some comments pointed out that it is undeniable that the direct advantage of live streaming is still the price, and consumers will go wherever they are cheap

With the rapid development of live broadcast e-commerce, for the anchors who bring goods, they cannot only focus on performance and data when bringing goods, but have certain review obligations for the products or services they promote

Chinese food industry analyst Zhu Danpeng said in an interview with Jiemian News that at present, the existing laws and regulations do not have an accurate division of responsibilities for merchants, platforms, anchors and other live broadcasters, so it is difficult to confirm

So, can the anchor pass the self-built product selection team, and the product selection team will personally test the product, and only bring the product after passing the test, so as to avoid possible risks? Perhaps, for a well-known anchor like Simba, a professional selection team can be recruited to strictly control the quality

In fact, in each anchor's contract with the goods, the responsibility and loss of the quality of the goods belong to the brand side

　　In this regard, some people in the industry suggested that we can learn from the deposit system of the e-commerce platform and let the brand party pay a certain amount of deposit after signing the contract, so that they do not dare to cheat

　　Today, live streaming has accelerated the internal cycle of China's economy and promoted consumption and economic development

　　However, there are no rules and no radius.