Li Jiaqi was named

During the recent "Double Eleven" period, the Zhejiang Provincial Consumer Rights and Interests Protection Commission conducted a consumer inspection of the live broadcast of five platforms of Taobao, Pinduoduo, JD.com, Kuaishou and Douyin and 17 anchors. The physical inspection found that the phenomenon of individual anchors exaggerating publicity and using absolute advertising slogans still exists, and there are more problems in the quality of goods that do not meet national standards, and in the live broadcast room of Li Jiaqi and Beibei Rabbit, 1 batch and 2 batches of commodity labels are found to be irregular.

On December 23, the Consumer Protection Commission of Zhejiang Province interviewed the five major platforms and relevant anchors in response to the above problems, and asked them to submit a formal rectification report within 3 working days.

Interview with Zhejiang Provincial Consumer Protection Commission

During the inspection, the Zhejiang Provincial Consumer Protection Commission selected 7 Taobao anchors, 4 anchors of Pinduoduo, 2 anchors of Jingdong, 2 anchors of Kuaishou, and 2 anchors of Douyin, including Li Jiaqi, Wei Ya and other well-known anchors in the top ten online popularity. A total of 80 batches of goods are purchased as ordinary consumers, including clothing, footwear, fresh food, toys, electronic goods, etc., and a third-party authoritative institution is entrusted to test the quality of goods, identification labels, physical and chemical indicators, etc. according to national standards.

Through physical inspection, it was found that the problems of exaggerating publicity, using absolute advertising slogans, price comparisons with other platforms, less missed hair, issuing the wrong size, and not matching the physical object of publicity are still more serious.

Tested by a third-party authoritative institution, 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. Such problems are found more on the Pinduoduo and Kuaishou platforms.

The Governor of Chang'an Avenue (WeChat ID: Capitalnews) found that in recent years, the work related to regulating online promotional behavior has been continuously promoted. On November 1, before the "Double Eleven" this year, 15 departments including the Beijing Municipal Bureau of Market Supervision jointly held an administrative guidance forum on regulating the "Double Eleven" online centralized promotional activities, aiming to guide e-commerce enterprises to further standardize online promotional behavior, protect the legitimate rights and interests of consumers, and promote fair competition. A total of 14 key e-commerce platform companies, including JD.com, Alibaba and Meituan, attended the meeting.

On November 5, the State Administration for Market Regulation issued the "Work Tips on Regulating the "Double Eleven" Online Promotional Business Activities" to Internet platform enterprises and local market supervision departments across the country.

The "Tips" require platform enterprises to effectively maintain the order of the online trading market during the "Double Eleven" period, and prohibit illegal methods such as "first raising prices and then discounting", fictitious original prices, and not fulfilling price commitments to carry out promotions. Prevent the occurrence of unfair competition violations such as false transactions and false evaluations. Strictly prevent the operation of counterfeit and shoddy goods.

However, these situations are still repeatedly prohibited. At the interview meeting on the 23rd, each platform explained the relevant issues, removed and sealed the products with problems, and punished and warned the anchors involved.

Cui Lijin, deputy director of the Zhejiang Provincial Consumer Protection Commission, said that all online shopping platforms and problem anchors should have a clear understanding of the existence of problems, have the initiative to act, and maintain their original intentions. Platform rectification should be "three degrees in one" in attitude, speed and intensity, and improve platform governance in a timely manner. The Zhejiang Provincial Consumer Protection Commission also explicitly requires the five platforms and relevant anchors to submit a formal rectification report to the Zhejiang Provincial Consumer Protection Commission within 3 working days (that is, before December 28).

References: Zhejiang Consumer Protection Commission official number, Beijing Municipal Market Supervision and Administration Bureau official website, State Administration for Market Regulation official website