On December 23, the Consumer Protection Commission of Zhejiang Province released the "Double 11" period of live broadcast consumption of the five platforms of Taobao, Pinduoduo, JD.com, Kuaishou and Douyin: nearly 30% of the anchors have non-compliance, and nearly 40% of the live broadcast products do not meet the national standards.
This consumer experience selected 7 anchors of Taobao, 4 anchors of Pinduoduo, 2 anchors of Jingdong, 2 anchors of Kuaishou, and 2 anchors of Douyin, a total of 17 anchors, including Li Jiaqi, Wei Ya, Luo Yonghao, Sydney, Lie'er Baby, Timor Little Crazy and other well-known anchors who ranked in the top ten in the network popularity.
During this physical inspection, it was found that 5 anchors, such as Timo Little Madness and Cloud Live Broadcast Room, had exaggerated publicity, used absolute advertising slogans, and compared with other live broadcast rooms;
Knowing that the quality of anchor products such as Yanxuan and Rongwei No. 7 (Xiaoxuan Brother) does not meet the standards;
In the live broadcast room of Li Jiaqi and Beibei Rabbit, the labeling of 1 batch and 2 batches of goods was found to be irregular.
On December 23, the Zhejiang Consumer Protection Commission interviewed the above five major platforms and related anchors, reported the problems found one by one, and asked them to submit a formal rectification report within 3 working days (that is, before December 28).
Interview scene Image source: Zhejiang Consumer Protection Commission official micro
Overall situation: nearly 40% of the goods tested
Does not meet national standards
During this year's Singles Day period, the Zhejiang Provincial Consumer Protection Commission conducted a consumer inspection of the five platforms of Taobao, Pinduoduo, JD.com, Kuaishou and Douyin.
This consumer experience selected 7 anchors of Taobao, 4 anchors of Pinduoduo, 2 anchors of Jingdong, 2 anchors of Kuaishou, and 2 anchors of Douyin, a total of 17 anchors, including Li Jiaqi, Wei Ya, Luo Yonghao, Sydney, Lie'er Baby, Timor Little Crazy and other well-known anchors who ranked in the top ten in the network popularity. A total of 80 batches of goods were purchased, including clothing, footwear, fresh food, toys, electronic goods, etc. And entrust a third-party authoritative institution to test the quality of goods, labels, physical and chemical indicators, etc. according to national standards.
During the physical inspection, it was found that some anchors exaggerated publicity, used absolute advertising slogans, compared other platforms, missed hair, issued the wrong size, and the publicity was inconsistent with the physical object. In addition, 2 batches of fresh found two problems of short pounds.
After testing, it was found that of 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 are 10 three no products, 9 product quality does not meet the national standard (4 have personal safety hazards), 7 material components do not meet the national standard (1 counterfeit material), and 3 labels are not standardized.
Inspection situation: three no, product quality
There are many problems of not meeting national standards
During this consumer inspection, the Consumer Protection Commission of Zhejiang Province purchased 80 batches of samples as ordinary consumers, and found that there were more than three no products in the live broadcast during the Double Eleven period, and a total of 10 batches were detected, accounting for 8% of the total number of samples purchased.
Such problems are found more on the Pinduoduo and Kuaishou platforms.
For example, a certain underwear and underwear purchased in the live broadcast room of Mi Zhuoman (the number of fans 246w) on the Pinduoduo platform, a coat and a vest purchased in the live broadcast room of Knowing Yanxuan (the number of fans is 117w) are not marked with the name and address of the manufacturer, product name, product number type and specifications, fiber composition and content, maintenance method, product standard, and safety category, which do not comply with the relevant provisions of GB/T 5296.4-2012.
A suction cup audio nameplate purchased in the live broadcast room of Rongwei No. 7 (XiaoxuanGe) (number of fans 84.7W) on the Kuaishou platform does not have the name, trademark or identification mark of the manufacturer or responsible dealer, no model code or model, no power supply nature symbol, no rated current consumption or rated power consumption, and no standard requirements, and does not comply with the relevant provisions of GB8898-2011.
A hand warmer purchased in the live broadcast room of Hecaier (the number of fans 118.5w) on the Jingdong platform found that there was no name, trademark or identification mark of the manufacturer or responsible underwriter on the product body, and no appliance model or series number, which did not meet the relevant provisions of GB 4706.1-2005.
In addition, a total of 16 batches of product quality and material composition did not meet national standards, accounting for 20% of the total number of samples purchased.
For example —
The pulling strength of a beanie shoe purchased in the live broadcast room of Taobao platform Lie'er Baby (the number of fans is 15.543 million) is 17 N/cm, while the standard value is ≥70 N/cm (if the material is torn and the joint is not opened, the upper pulling strength ≥ 30 N/cm).
A skirt purchased in the live broadcast room of The Five Seasons Family Plus Size Women's Clothing (the number of fans is 574.2w) is called "polyester: 70, wool: 30", and the test result is "polyester: 100", and there is no wool material.
A fascia gun purchased in the Yang Xia CC (number of fans 51.1w) live broadcast room on the Jingdong platform was found to be composed of a single component after testing, which did not meet the relevant provisions of GB 4706.1-2005 and GB 4706.10-2008.
At the same time, in the live broadcast room of Li Jiaqi (number of fans: 5645.2w) on the Taobao platform and Beibei Rabbit (the number of fans 1053.4w) on the Douyin platform, the 1 batch and 2 batches of commodity labels were found to be irregular.
The anchor exaggerates the publicity
The use of absolute slogans still exists
During the Double Eleven period, the Zhejiang Provincial Consumer Protection Commission inspected 17 anchors and found that 5 anchors had exaggerated publicity, used absolute advertising slogans, and compared prices with other live broadcasts.
In the Taobao platform's Timo Little Crazy (838.6w number of fans) live broadcast room, he frequently mentioned other platforms and declared that his price was low.
In the cloud cloud live broadcast room (the number of fans 589w) of the Pinduoduo platform, it is said that a brand product sold 100 million yuan last year, the first in the whole network; with anti-aging, beauty and other functions; and frequent comparison with other live broadcast rooms, saying that other anchors sell 68 in the live broadcast room, only need 59 in their own live broadcast room, if the boss does not agree to this price, the anchor said that the difference will be made up by himself.
In the live broadcast room of the snack selection ice cream sister's small shop (the number of fans 96.8W) on the Kuaishou platform, the anchor made an indecent act of getting up and pulling down the zipper of his pants when introducing the product, revealing his belly button.
In addition, in the Live Broadcast Room of Rongwei No. 7 (XiaoxuanGe) on the Kuaishou platform (the number of fans is 84.7W), the complete products were not displayed according to consumer requirements.
It is worth noting that the physical inspection found that there were more missing hairs, the wrong size, and the problems of physical objects and publicity did not match. The phenomenon of short fruit shortage is also common.
For example, hecaier (number of fans 118.5w) on the Jingdong platform and Yunyun (589w of fans) on the Pinduoduo platform found that there was a shortage of two short pounds of fruit in the live broadcast room, and the net weight shortage rate was 14.4% and 12.9%, respectively.
Zhang Xiongwei, a lawyer at Beijing Weiheng (Hangzhou) Law Firm, said that with regard to the exaggerated publicity of the anchor, the Advertising Law explicitly prohibits the use of "national level", "highest level", "best" and other advertising terms with the same meaning. Advertisements for medical treatment, drugs, and medical devices must not contain assertions or guarantees indicating efficacy or safety, and must not contain content that describes the cure rate or efficiency.
At the same time, it is clearly stipulated that advertisements must not contain false or misleading content, and must not deceive or mislead consumers. Article 14 of the Price Law stipulates that business operators shall not engage in the following improper price behavior: using false or misleading price means to lure consumers or other business operators into trading with them.
Regarding issues such as missing hair, incorrect size, and non-conformity between physical objects and publicity, the Contract Part of the Civil Code stipulates that business operators shall deliver goods to consumers on time and in full in accordance with the agreement or commitment. Where there are fewer goods and missing items, the proprietors shall promptly make up for them in accordance with the requirements of consumers and bear corresponding liability for breach of contract. The Law on the Protection of Consumer Rights and Interests stipulates that information such as the quality, performance, use, and validity period of goods or services provided by business operators to consumers shall be true and comprehensive, and must not make false or misleading publicity. The Advertising Law stipulates that the content of advertisements shall be true and legal, shall not contain false or misleading content, and shall not deceive or mislead consumers.
Each platform has given a preliminary rectification plan
The Consumer Protection Commission of Zhejiang Province will continue to pay attention
On December 23, the Consumer Protection Commission of Zhejiang Province interviewed the five major platforms of Taobao, Pinduoduo, Kuaishou, JD.com, and Douyin and related anchors.
At the interview, the Zhejiang Provincial Consumer Protection Commission reported the problems found in the experience and testing of each platform and anchor one by one, legal experts commented, and each platform explained the relevant issues.
The relevant person in charge of Taobao said that the goods involving hidden dangers have been removed from the shelves, and the corresponding merchants have taken the initiative to seal, return or destroy the stock inventory, and no longer carry out secondary sales. For violating anchors and businesses, the platform has punished them according to the rules. At the same time, the platform has linked up with merchants to do a good job of after-sales protection programs. The relevant person in charge of Pinduoduo said that it has suspended the broadcast of all the live broadcast rooms involved for 7 days, clearly informed the merchants and anchors of the illegal reasons, and warned the merchants and anchors to operate legally. At the same time, the relevant goods that do not meet the national standards are removed from the shelves, and the merchants are required to correct the violations of laws and regulations. The person in charge of Jingdong said that he had notified the commodity sales merchants and anchors, and removed the products involved from the shelves for the first time. The person in charge of Douyin said that the platform has taken blocking measures for corresponding goods, and at the same time, it has carried out a sweep and verification of similar goods. The person in charge of Kuaishou said that it has been mandatory for the anchor involved to learn the rules and conduct an examination, and to remove the goods involved.
Image source: Zhejiang Consumer Protection Commission official micro
Cui Lijin, deputy director and secretary general of the Zhejiang Provincial Consumer Protection Commission, said that all online shopping platforms and problem anchors should have a clear understanding of the existing problems, have the initiative to act, and maintain their original intentions. Platform rectification should be "three degrees in one" in attitude, speed and intensity, improve platform governance in a timely manner, effectively increase the cost of violations by merchants and anchors, and consolidate the responsibilities of all parties. All anchors should strengthen training and learning to ensure true and legal publicity. Merchants should fully protect consumers' right to know and provide good after-sales service. In view of the rectification measures mentioned by each platform for self-removed goods, the Zhejiang Provincial Consumer Protection Commission will continue to pay attention to and immediately check whether all the goods involved in non-national standards have been removed from the shelves by each platform, and whether there is a situation where the shelves are removed first and then sold privately during the rectification period. For goods that have been sold to consumers that do not meet national standards, the Zhejiang Provincial Consumer Protection Commission will urge platforms to come up with practical solutions. Finally, the five platforms and relevant anchors are explicitly required to submit a formal rectification report to the Zhejiang Provincial Consumer Protection Commission within 3 working days (that is, before December 28).
Ministry of Commerce: Will accelerate the promotion of the "Live E-commerce Platform Management and Service Specifications"
Industry standards have been revised and improved
On November 25, Shu Jueting, spokesperson of the Ministry of Commerce, pointed out that the Ministry of Commerce will continue to strengthen the construction of industry standards for new formats and models of e-commerce, 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 "Live E-commerce Platform Management and Service Specification" is being revised and improved, and will be accelerated according to the procedure.
She pointed out that the Ministry of Commerce will continue to guide 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 Online Live Broadcasting Marketing (Trial Implementation), earnestly perform their main responsibilities, and maintain a good online market order.
Previously, according to the Notice of the General Office of the Ministry of Commerce on the Issuance of the 2020 Circulation Industry Standard Plan Project, the China Institute of Standardization organized and completed the draft industry standard of the "Live E-commerce Platform Management and Service Specification" and solicited public comments. The Opinions stipulate the management and service requirements for the roles of live broadcast marketing platforms, live broadcast entities, e-commerce trading platforms and other roles in live e-commerce. The standard applies to all kinds of e-commerce platforms that are based on the Internet and use online live broadcasting to sell products or provide services, and is not applicable to cross-border live streaming e-commerce platforms, nor to special products and services such as finance, medical treatment, news, and culture.
The Opinions also stipulate the basic requirements for qualifications, operating conditions and compliance that live streaming marketing platforms should have; stipulate their requirements for the entry and exit of merchants and live broadcast entities, product and service information review, live broadcast marketing management and services, and the management and service requirements of users and live broadcast subject accounts; stipulate their requirements for consumer privacy protection, transaction and after-sales service and other consumer rights and interests protection; and clarify the information security management requirements.
According to the "China E-commerce Report 2020", in 2020, the national e-commerce transaction volume reached 37.21 trillion yuan, an increase of 4.5% year-on-year. Among them, the transaction volume of commodity e-commerce is 27.95 trillion yuan, the transaction volume of service industry e-commerce is 8.08 trillion yuan, and the transaction volume of contract e-commerce is 1.18 trillion yuan.
In May this year, the "2021 China Live E-commerce Industry Research Report" released by the China International E-commerce Center Research Institute of the Ministry of Commerce predicted that the scale of live e-commerce will be close to 2 trillion yuan in 2021.
Editor| Cheng Peng, Du Hengfeng, Wang Jiaqi
Proofreader | Sun Zhicheng
Cover image source: Zhejiang Provincial Consumer Protection Commission
Daily Economic News is synthesized from 21st Century Business Herald, Zhejiang Provincial Consumer Protection Commission, and public information
The Delta strain is still in the global pandemic, and the Olmikron strain is adding fuel to the fire,