The live streaming industry has risen again and again! Following the anchor "first sister" Wei Ya was banned due to tax issues, "one brother" Li Jiaqi was also deeply involved in a crisis of public opinion.
On December 23, the Consumer Protection Commission of Zhejiang Province released the "Double 11" period of the "double 11" period of the five major platforms and 17 anchors of the live broadcast with goods consumption experience, showing that nearly 30% of the anchors have non-compliance, Li Jiaqi is one of them, and thus also appeared on Weibo hot search.
It is understood that this consumer inspection selected 7 anchors of Taobao, 4 anchors of Pinduoduo, 2 anchors of Jingdong, 2 anchors of Kuaishou, 2 anchors of Douyin, in addition to Li Jiaqi, including well-known anchors such as Wei Ya, Luo Yonghao, Sydney, Lie'er Baby, Timor Xiaoxiao crazy and other well-known anchors who ranked in the top ten of the network popularity; purchased 80 batches of goods, including clothing, footwear, food fresh, toys, electronic products, etc., and commissioned a third-party authoritative agency to test the quality of goods, identification labels, physical and chemical indicators, etc. according to national standards.
During the physical inspection, it was found that 5 anchors such as Timor Little Madness and Cloud Live Broadcast Room had exaggerated publicity, used absolute advertising slogans, and compared prices with other live broadcast rooms. In particular, on the Pinduoduo platform, it was found that there were more missing hairs, the wrong size, and the physical object did not match the publicity.
For example, the crane caier of the Jingdong platform and the cloud cloud live broadcast room of the Pinduoduo platform found that the fruit short weight shortage was 14.4% and 12.9%, respectively.
In terms of commodity quality, after testing, it was found that of the 80 batches of samples purchased this time, 29 batches of samples did not meet national standards, and the non-compliance rate was 36.25%. Among them, there are 10 batches of three no products, accounting for 8% of the total number of samples purchased, and most of them exist on the Pinduoduoduo and Kuaishou platforms; the quality of goods does not meet the national standards 9 (there are 4 personal safety hazards), and the material composition does not meet the national standards 7 (1 counterfeit material), accounting for 20% of the total number of samples purchased.
At the same time, the Zhejiang Provincial Consumer Protection Commission found that the labeling of 1 batch and 2 batches of goods was not standardized in the live broadcast room of Li Jiaqi on the Taobao platform and the Beibei rabbit on the Douyin platform, respectively.
On the same day, the Zhejiang Consumer Protection Commission interviewed the five major platforms and related anchors on the above issues, and asked them to submit a formal rectification report within 3 working days (that is, before December 28).
In this regard, the five platforms have expressed their position and have taken penalty measures such as removing goods from the shelves and warning merchants.
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 it has 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 anchors involved to learn the rules and conduct examinations, and to remove the goods involved.
After rapid development in recent years, live e-commerce has become a gathering place for platform traffic. Taking this year's "Double Eleven" as an example, the Taobao anchor sales list shows that in the first day of pre-sale on October 20, the final sales of Li Jiaqi Live reached 10.653 billion yuan, the sales of Via Live was 8.252 billion yuan, and the sales of the third place Sydney Live were 930 million yuan. A total of about 14,000 live broadcasts on the Taobao platform began on that day. Among them, the number of viewers in the live broadcast room of Li Jiaqi and Wei Ya is more than 200 million.
However, the rapid development has also made the industry show a variety of irregularities, including excessive publicity, false publicity, difficulty in returning and exchanging goods, incorrect version of goods, difficulty in refunding, etc. have been criticized by users for a long time. The recent frequent outbreak of tax evasion will bring a major earthquake to the industry.
Recently, a number of head anchors have been subject to tax verification. Taobao head anchor Wei Ya was recently fined a total of 1.341 billion yuan for tax evasion, and her live broadcast room and social account were also suspended. Not long before that, Zhu Chenhui (Sydney) and Lin Shanshan, two network anchors, were also fined nearly 100 million yuan for suspected tax evasion.
Hangzhou, the gathering place of the live broadcasting industry, is at the forefront of this tax inspection storm, and then many places have issued tax self-inspection requirements. On December 22, the tax bureaus of Shanghai, Zhejiang, Jiangsu, Beijing, Guangdong and other places issued a notice requiring celebrity artists and network anchors to pay close attention to self-examination in accordance with the tax law and relevant notification requirements, and to take the initiative to report and correct tax-related problems to the tax department by the end of 2021.
(Titanium Media App Editor Liu Mengmeng synthesized from Zhejiang Consumer Protection Commission, Securities Times)