Li Jiaqi was named by the Zhejiang Consumer Protection Commission! There is a problem of irregular product labeling.
Today (December 23), Li Jiaqi was named by the Zhejiang Consumer Protection Commission on Weibo's hot search:
During this year's Singles Day period, the Zhejiang Provincial Consumer Protection Commission conducted a consumer inspection of the live streaming of five platforms of Taobao, Pinduoduo, JD.com, Kuaishou and Douyin and 17 anchors.
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 prices 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, requiring them to submit a formal rectification report within 3 working days.
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, 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 terms of online 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.
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 five seasons of the family plus size women's clothing (number of fans 574.2w) is called "polyester fiber: 70, wool: 30", and the test result is "polyester fiber: 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.
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 live broadcast room of the Pinduoduo platform (the number of fans is 589w), it is said that a brand product sold 100 million yuan last year, ranking first in the whole network; Has anti-aging, beauty and other functions; And frequent comparisons with other live broadcast rooms, said that other anchors live broadcast rooms sell 68, in their own live broadcast room only need 59, if the boss does not agree with this price, the anchor said that the difference will be made up by themselves.
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 in the Pinduoduo platform, the physical inspection found that there were more missing hairs, the wrong size, and the problem that the physical object did not match the publicity. 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.
New economic and new formats such as live e-commerce and net red economy have grown rapidly with the help of the epidemic. The openness of the Internet platform makes the entry threshold for practitioners in the live broadcasting industry such as network anchors low, and the online practitioners of network anchors basically have no actual operating address, strong liquidity, a large number of employees, and are in a free market state, lacking industry supervision and industry rules.
However, the rapid expansion of the scale of live broadcast anchors and the formation of the head structure of network anchors have made the industry need to standardize and develop.
According to a report released by KPMG and Alibaba Research Institute, the scale of live e-commerce will be expanded to 2 trillion yuan in 2021.
According to the report of Ai Media Consulting, in 2020, China's online live broadcast anchor Wei Ya ranked first with sales of 31.09 billion.
Live streaming with goods is no longer a "small and micro format", showing the characteristics of large scale, many practitioners, and head anchor dominance.
There are difficulties in the norms of online live broadcasting, because most of the anchors are individually operated, there is neither a unit of employment, nor an enterprise subject, and the platform is only a service industry relationship, lacking the grip of organizational supervision. There are many ways of online live broadcast income, such as "pit fees" and "tips", and live broadcast commissions and other sources of income are difficult to distinguish between outsiders, and individual anchors are also susceptible to the influence of bad intermediaries or tax evasion motives, and will use the blurred boundaries of the so-called tax policy to avoid tax arbitrage and form tax evasion facts. There is a lack of systematic regulation of individual practice in this industry.
At present, the regulatory obligations of platform enterprises should be determined, the live broadcast platform should directly pay remuneration to the network anchor, grasp the account and revenue and expenditure of the network anchor, should control the account and prohibit tax evasion such as paying remuneration and not issuing invoices, and even perform the obligation of individual income tax withholding and payment, and supervise and assist the platform anchor to handle tax declarations in accordance with laws and regulations. The barbaric growth of the online live broadcasting industry should also strengthen industry self-discipline, and gradually form industry disciplinary measures and mechanisms to promote the healthy and stable development of the live broadcasting industry in the future.
After entering the new century, the rise of the Internet economy has produced an e-commerce model, compared with traditional physical commerce, e-commerce has shortened the intermediate circulation and distribution links, and has low rental costs, tax incentives, etc., seizing the offline retail market. Now, the head anchor of the network live broadcast with goods often has tens of billions of sales, trillions of total sales in the industry, which means that in the case of unchanged platform traffic, there will be thousands of online stores affected.
Commerce is strengthening the trend of concentration through different forms of price competition, e-commerce has seized the space of a large number of offline physical stores, and the head anchor of live broadcasting with goods has further squeezed a large number of online store business, and the traffic has finally flowed from the commercial ecology formed by countless small merchants and hawkers to the network platform and the head anchor, resulting in the destruction of the traditional business ecology, the loss of platform vitality and the monopoly of anchor traffic that will be completed.
The head anchor attracts traffic to the "lowest price that is unique in the whole network", not its personal brand premium, if it is not the lowest price in the whole network, it is impossible to have so many customers. The phenomenon of head anchors will form a Matthew effect, because its bargaining power is higher, compared with other small anchors, online stores and offline physical stores, the price is lower, the latter is retail, the former is wholesale nature, there is a suspicion of dumping, requiring enterprises to give the only lowest price in the whole network, which is commercial unfair competition.
The barbaric growth of the online live broadcasting industry needs to be standardized and developed, and its business model, especially the head anchor uses its dominant position to obtain the lowest cost, so as to carry out unfair competition to maintain its own traffic status, which has an impact on the sustainable development of business and the healthy development of upstream manufacturing, which is contrary to high-quality development and conflicts with creating more jobs and promoting common prosperity.
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 qualifications, operating conditions and compliance requirements that live marketing platforms should have; Stipulates its management and service requirements for the entry and exit of merchants and live broadcast entities, product and service information review, live broadcast marketing management and services, users and live broadcast subject accounts; Stipulates the requirements for consumer privacy protection, transaction and after-sales service and other consumer rights and interests protection; Clarified 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.
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