On the evening of March 15, the CCTV 315 party arrived as scheduled. This year's party took the lead in exposing the consumption problems behind the chaos in the online live broadcasting industry, including male operators posing as female anchors to induce fans to tip, anchors and cargo owners staging "double reed" bargaining, live broadcast room sales and other issues, and pointed out the live broadcast companies, platforms and related enterprises behind them.
After the party was broadcast, the official website of the enterprises involved in the gathering and mutual entertainment could not be accessed, and the live broadcast room of the company's exposed anchor Wu Wu was officially banned by Douyin, and all the works were deleted.
According to tianyancha data, there are more than 1,900 live e-commerce-related enterprises in the mainland, of which 19.3% of the related enterprises have experienced abnormal operations, and 4.3% of the related enterprises have been subject to administrative penalties. This may mean that a large proportion of enterprises are rushing to enter the market in order to catch up with the traffic economy of live e-commerce without practicing the basic skills.
Many industry insiders pointed out that online live broadcasting is now in a period of high-pressure supervision, which requires relevant enterprises, live broadcast platforms, anchors, brands and other participants to coordinate their efforts and strict self-discipline to curb the occurrence of chaos from the source and lead the industry into benign development with standardized supervision.
The male operator pretended to be a female anchor to "hollow out" fans, and the anchors of the company involved were banned
According to the CCTV reporter's investigation, the male operator will impersonate the female anchor, chat with the fans in the private message on the live broadcast platform, and after the distance between the two sides is closer, the male operator will also take the opportunity to add the weChat of the fans, impersonate the female anchor to play ambiguous with the male fans, and even in order to get tips, the female anchor's pictures and pornographic videos are grafted.
In order to let fans pay as much money as possible, Juxiang Interactive Entertainment Media Co., Ltd. will let the so-called "female anchor" connect to PK. The cry of the backward anchor directly stimulates the nerves of the fans' "big brothers" and constantly pays money for tips. In the secret interview, the male operator said that a fan big brother who has broken up has almost been hollowed out of the family, and college students have continuously brushed gifts of more than 1,000 yuan a day.
According to the recruiters of HuayiBo Trading Co., Ltd., the company assigns anchors to male operators in the form of one-on-one anchors, with a guarantee of 4,000 yuan per month, and the commission is 30% of the anchor's flow.
Under this routine, live broadcasting companies, entertainment female anchors, and male operators deceive the fans who do not know the truth, "big brother", empty their pockets of money, and constantly brush gifts.
It is reported that the named Juxiang Interactive Entertainment Media Co., Ltd. is known as the national top ten live broadcast guild, under the jurisdiction of more than 30 branches and franchise partners, with more than 3,000 signed artists, more than 2,000 live broadcast rooms.
According to the information of Tianyancha, the company was established in September 2020 with a registered capital of 300,000 yuan, and the company's legal representative is Huang Haiyu. According to its recruitment information released in April 2021, the company's anchor artists earn up to 100,000 yuan per month.
It is worth mentioning that when the party was broadcast, Wu Wu, the anchor who was exposed by JuxiangHu, was broadcasting live, but then, its live broadcast room was officially banned by Douyin, and all the works were deleted. At the same time, the official website of Juxiang Interactive Entertainment is no longer accessible.
Jade live broadcast selling bargaining routines, one of the enterprises involved has been cancelled
The second bullet of the party pointed directly to the chaos of jade live broadcast selling fakes. According to CCTV reports, Jade Live is suspected of selling fake chaos, the seller claims to be from Myanmar, but in fact, he is working in Yunnan, there are many ways to sell goods and bargains, and false propaganda is self-directed and self-acting, involving Yongde Xiang Jade Shop and Yunnan Chengze Jewelry.
According to the report, The anchor Sasha, who is known as "a jewelry factory at home" in the Yongdexiang live broadcast room, admitted that the "professional" identity of all anchors is fabricated, and the "loss-making transaction of high goods and low sales" is generally about twice as high as the purchase price, and the so-called "blood bargaining" is just the double reed performed by the anchor and the owner.
Another company involved, Chengze Jade Live, claimed that the anchors bargained on the spot in the Mandalay mining area of Myanmar, but in fact they broadcast live in the office building in Kunming and forged the scene set and the owner of the goods.
In addition, the CCTV reporter entered a live broadcast room of the fire platform through the "exclusive link" and saw that the "smuggling owner" was tied to the tree by the anchor, and the "rough stone with a asking price of 2 million yuan" was cut to 190,000 yuan and sold. In fact, many of the rough stones sold in the live broadcast room are borrowed from the market, and after being photographed by fans, they will induce fans to make the rough as finished products, and then secretly replace them with cheap finished products with roughly the same material.
According to the Tianyancha App, Sihui Yongde Xiang Jade Shop was established in November 2013, the operator is Guo Guoying, and the company's 2020 annual report data shows that its number of employees is only 2. Yunnan Chengze Jewelry Co., Ltd. was established in April 2014 with a registered capital of 1 million yuan, the legal representative and actual controller is Jiang Kunpeng, and the company has been deregistered in November 2021.
According to Tianyancha data, there are 4.663 million jewelry-related enterprises in the mainland, most of which are concentrated in Fujian, Jiangxi and Guangdong, with nearly 1.045 million, more than 492,000 and nearly 405,000 related enterprises in the three places respectively. From the perspective of the time of establishment, jewelry-related enterprises established within 5 years accounted for 90.1%, and 53.3% were established within 1 year.
Among the enterprises engaged in jewelry-related business, 1.5% of the relevant enterprises have had legal proceedings, 5.4% of the related enterprises have experienced abnormal operations, and 0.7% of the related enterprises have been subject to administrative penalties. According to incomplete statistics, in 2021, mainland jewelry-related enterprises generated more than 10,000 pieces of information on executors, 30 pieces of administrative punishment information, and more than 180 pieces of serious illegal information.
The supervision of live e-commerce has been tightened, how can the traffic economy become a sustainable economy?
As an emerging way of online shopping, the traffic economy such as live e-commerce has attracted attention in recent years and has developed rapidly, becoming a new growth point to drive consumption.
According to data from iiMedia Research, the size of China's live e-commerce market reached 433.8 billion yuan in 2019, an increase of 226.2% compared with 2018; it is expected that by 2021, the market size of live e-commerce can exceed one trillion yuan, reaching 1201.2 billion yuan.
However, at a time when live e-commerce is becoming more mature, the controversies, lawsuits and penalties related to it are often reported in the news, in addition to the problems exposed at the 315 evening, including the improper "blocking" of the anchor's speech, the dispute between the interests of the anchor and the MCN agency, and the high penalty around the issue of tax evasion by the anchor. While live e-commerce continues to test the bottom line of users, the supervision of the industry is also tightening.
A few days ago, the "2021 Consumer Rights protection report in the field of online consumption" released by the China Consumer Association pointed out that in 2021, in the new e-commerce formats such as live marketing, the problem of quality defects in goods and services is more prominent. Moreover, with the development of new online consumption formats, especially the development of online live broadcast marketing, the performance of false publicity by illegal online trading operators has become more diversified.
Based on this, the China Consumer Association suggested that it may consider amending the Consumer Rights and Interests Protection Law again, especially to regulate online consumption in new formats, including live marketing, and promulgate the Implementation Regulations of the Consumer Rights and Interests Protection Law as soon as possible.
Coincidentally, the Provisions of the Supreme People's Court on Several Issues Concerning the Application of Law in the Trial of Online Consumer Dispute Cases (I), which came into effect on March 15, also highlights live e-commerce, of which Article 11 stipulates the situation in which business operators in the platform open online live broadcast rooms to sell goods, and clarifies that the staff of the business operators on the platform make false publicity, etc., and the business operators in the platform are liable for compensation. Where the food business qualifications of the online live broadcast room fail to fulfill the statutory review obligations, causing damage to the legitimate rights and interests of consumers, they shall bear joint and several liability with the operator of the live broadcast room.
Mo Daiqing, director of the online retail department and senior analyst of the e-commerce research center of the network economic and social society, said that now that live streaming with goods has gradually become the new normal of e-commerce, the multi-level competition pattern of the mainland live e-commerce industry is taking shape, and in the future, major businesses want to operate in the live e-commerce track for a long time, they must abide by discipline and law and abide by the rules.
Ai Media Consulting analysts also believe that the current regulatory system adopted by various live broadcasting institutions has achieved better results, but the frequent occurrence of live broadcast "overturning" incidents in 2021 has sounded an alarm for the online live broadcasting industry, and the future promotion of the benign development of the industry still requires the joint efforts of anchors, MCN institutions, e-commerce platforms, upstream suppliers and regulatory authorities and consumers.