Kai pineapple finance (kaiboluocaijing) original
Author | Su Qi
Edit | Golden Dragon
In the 2022 CCTV 3.15 evening party, as soon as it began, it successively exposed the scams in live broadcast rewards and live streaming with goods, and the spearhead pointed directly at "fake".
The first thing that was exposed was the "secret behind the female anchor", "tip the big brother" for the female anchor to spend thousands of dollars, just to be able to chat with the female anchor, did not expect that behind the mobile phone called them "husband", it was a male operation.
In another batch of live broadcasts, the stage is the deception of jade live broadcasting, merchants and anchors use acting bargaining and bleeding bargaining to perform double reeds, deceive consumers' trust, induce them to buy, and then package the goods into fake and shoddy goods and send them to users.
At present, the official website of the MCN institution Juxiang Interactive Entertainment, which was named by CCTV, is in an inaccessible state, and the account of the anchor "Wu Wu" involved has been banned by the Douyin platform. The other exposed "Shilipai Jade Live Broadcast Room", when exposed by the party, was live broadcasting on the Dot Tao APP, with a large number of users pouring into the live broadcast room message "315 evening party is exposing your home", the live broadcast room was interrupted at 20:32 that night, and the live broadcast account cannot be searched at present.
In fact, these two types of live streaming scams have long existed. In addition to tipping scams and live broadcasts, in the past reports of Kai Pineapple Finance, there are also live broadcasts of selling fake jewelry in the name of charity, hunting live broadcasts that attract tips with "concubine selection" and mutual scolding as gimmicks, and "pseudo-local live broadcasts" of low-level people pretending to be migrant workers and sanitation workers.
Due to fictitious identities, long-term renderings and misery, vulgar and malicious eyeballs, and inducing users to tip, the live broadcast rooms and anchors involved in the above -mentioned "scams" have been banned by a large number of Douyin and Kuaishou platforms, reaching tens of thousands in the past year.
With the rise of live broadcasting, live broadcasting between tips, live broadcast with goods develop rapidly, but some chaos, routines are emerging in an endless stream, the exposure of 3 · 15 will inevitably awaken consumers' awareness of rights protection in the live broadcast world, next, whether the live broadcast industry can further standardize the development, anchors, MCN institutions, platforms will make what rectification and adjustment in the later stage, is the key.
The male operator pretended to be a female anchor and asked for warm and fraudulent tips
"Tip big brother" can not imagine that the end of the mobile phone every day to say to themselves "husband, I miss you" is actually a man.
The chaos exposed at the 3.15 evening party led to an MCN organization called Juxiang Interactive Entertainment, known as the "National Top Ten Live Broadcasting Association", which has more than 30 branches, studios and more than 3,000 signed artists and more than 2,000 live broadcast rooms nationwide.
The mcN's operation is characterized by a male operator in each live broadcast room, who is responsible for using the female anchor's WeChat account to chat with the "tip big brother" and coax her to brush gifts. And the recruitment of male operations is because "men understand men better".
Similar institutions include Huayibo Trading Co., Ltd., which has been established for less than a year, and Yitai Media Co., Ltd. The male operators of these companies, in order to induce fans to brush more gifts and pay more tips, not only send the female anchor's avatar and pornographic video to the big brother after grafting it through technical means, but also write a "small essay" that is warm and warm every day to close the feelings, and also arrange for its anchors to even wheat PK, so that the big brother can compete for rewards.
For example, within the specified time, fans on both sides can brush gifts to support their favorite anchors, and the anchors ask for help, constantly stimulating fans to pay money and tips. Taking Douyin as an example, a "carnival" gift of more than 4,000 yuan, an "imperial set" (to send all gifts in the maximum quantity) is about 20,000 yuan.
The male operator who pretends to be behind the scenes can draw 20% from the anchor's tip flow, and the monthly income can reach 10,000-20,000 yuan.
The male operator grafted the female anchor and the pornographic video and sent it to the big brother Picture source / Screenshot of the 3·15 party
Tippers are not only the rich, but also college students and migrant workers. For college students, the operation also has "means", tricking college students into cashing out their meal cards and emptying credit cards and borrowings to tip. A college student brushed more than 1,000 yuan of gifts to the anchor every day, and the male operator laughed, "This kind of person I will die to complete them."
The male operator mentioned that he had tricked the "big brother" into borrowing and tipping the picture source / screenshot of the 3·15 party
Cao Wei, a senior partner at Beijing Bank of China (Nanjing) Law Firm, said that the above-mentioned anchors and operators were fraudulent acts, that is, fictitious identities for the purpose of illegally occupying property, causing the victims to fall into wrong understanding and causing property losses.
Li Sheng, the chief lawyer at Beijing Zhipu Law Firm, added that the use of fraudulent methods to defraud property in excess of 2,000 yuan was obvious fraud. According to the Public Security Administration Punishment Law, the perpetrator may be held criminally responsible. Whoever disseminates obscene materials shall be given a light public security punishment, and if he is suspected of the crime of disseminating obscene materials, if the circumstances are serious, he shall be sentenced to fixed-term imprisonment of not more than two years, criminal detention or public surveillance.
As of press time, the official website of Juxiang Interactive Entertainment is in an inaccessible state, and the account of the anchor "Wu Wu" involved has been banned by the Douyin platform.
In recent years, in order to cater to user preferences and push up the cost of live broadcast tips, it is not uncommon for Internet celebrities and anchors to forge people and hunt for vulgar curiosities. Kai Pineapple Finance has reported many such cases, such as the Internet celebrity "Xiang Sister-in-law" pretending to be a sanitation worker occupying the highway dancing live, the once popular "human high-quality male" Xu Qingen, while live broadcasting "concubine selection", while charging fans a high amount of group fees; the Internet celebrity "Teacher Guo" who dressed up as an ugly foot was later banned by the whole network.
The most typical Internet celebrity is "Iron Mountain", who often says dirty words and "flirts" with female anchors during live broadcasts, and has also peed in public during live broadcasts and washed his face with urine. It's hard to imagine that before his account was blocked, he had 12.78 million followers on Douyin in 2 months.
Li Sheng said that the appearance of vulgar content such as hunting and selling misery in the live broadcast room should require the anchor to be self-disciplined on the one hand, and on the other hand, the platform should also strengthen management and purify the cyberspace.
There are scripts and actors, and the acting "cuts" with goods do not stop
Another live broadcast chaos exposed at the 3.15 party is the typical acting with goods. Jade merchants seize the psychology of users to buy bargains, arrange actors in live broadcasts, design scripts, and practice deception. Kai Pineapple Finance concluded that these merchants mainly "cheated" through three means, and the routines were progressive.
The first is to make up identities. In the Yongde Xiang jade live broadcast room, the anchors fabricated their own factory owner identity or physical shop owner identity, saying that they had a price advantage and gained the trust of fans, but in fact, they sold a jade Buddha with a purchase price of 88 yuan and sold it for a high price of 198 yuan.
Anchor fake factory owner set image source / 3·15 party screenshot
Secondly, during the live broadcast, someone played the "owner of the goods" and performed a double reed performance with the shopkeeper. In the "ShiLipai" live broadcast room, whenever the owner quotes a high price and the anchor is ready to bargain for the fans, the merchant will play the reserve price represented by the secret code on the calculator and show it to the anchor, and then the two sides will perform bargaining to attract users to place orders.
At the same time, there are also a large number of live broadcast rooms that falsify live broadcast scenes. Chengze Jade Live claims to have moved the bargaining site to myanmar, the place of origin, but in fact, the so-called "Myanmar Jade Market" is an office building transformation. The more crazy Tengchong Luowang Jewelry Company, using the "Nahuo Live Broadcasting Platform" live broadcast, pretended to be the anchor to "smuggle" across the border, and "smuggled transactions" with Myanmar cargo owners, cutting 2 million rough stones to 190,000.
The anchor claims to be on the way to smuggle the picture source / 3·15 party screenshot
The rough in the live broadcast is only a prop borrowed by the company from the market, and when the fan shoots the payment, the customer service will induce the fan to agree to cut the rough into a finished product, and then find a cheap finished product in the market that looks about the same material to send, and the later cannot be returned or exchanged.
According to the data of Tianyancha, the exposed Tengchong Luowang Jewelry Store was established only half a year ago, yongde Xiang jade shop only had 2 employees in 2020, and Chengze Jewelry Company has now been cancelled.
In fact, in the live streaming of goods, the script of the act-style goods is a typical scam.
Yin Shihang, who once had 8.09 million Kuaishou fans and 5.9 million Douyin fans, sold 8 million yuan of tissues in late 2020 with a "concubine-style" marriage proposal. After that, he always staged various emotional dramas of breaking up, compounding, breaking up, and compounding in the live broadcast room, while bringing goods.
Another mischievous anchor, "Brother Quan Talks About Emotions", said in early 2021, in the name of charity, that he would help two children who were hospitalized for surgery and forcibly auction the jewelry of the irresponsible father in the jewelry factory, and the price of each piece was only one-tenth of the original price, and all the proceeds were used to support the children. However, after receiving the goods, the consumer can find that the goods are not on the right board.
At present, Yin Shihang and "Quan Ge Talk About Emotions" have been banned by the platform.
Since the second half of 2021, stars such as Yangzi Huang Shengyi and his wife have also opened "acting" goods in the live broadcast room, and bargained with merchants for double reeds.
As a live broadcasting business, the use of acting to sell counterfeit and shoddy products may be suspected of fraud. In September 2020, the Linshu People's Court in Shandong Province concluded a case of live broadcast selling misery, in which defendant Fu used his status as a divorce to pretend to be poor and sell miserable, live broadcast to cheat money, and finally paid for his criminal behavior at the cost of three years imprisonment and a fine of 100,000 yuan.
Cao Wei pointed out that according to the Civil Code, civil entities engaged in civil activities should follow the principle of good faith, and the above-mentioned live broadcasts, depending on the specific circumstances of the circumstances, constitute civil fraud at worst and constitute fraud at worst, and need to bear criminal liability. Li Sheng said that the anchor and the platform have the responsibility to return the goods without reason within a certain period of time, if the platform lacks supervision, or even knows that it is a play with the goods and is not banned, it should bear joint and several liability for consumers, and the administrative supervision organ should punish the platform.
The deformed live broadcast routine is deep, when exactly will it be closed?
It can be seen that after the live broadcast has been packaged by a series of routines, it has become a tool for some people to cheat and accumulate wealth. The anchor performs hard in the live broadcast room, induces users to consume in the live broadcast room, or tips or buys goods, no matter which way, has been separated from the essence of live broadcasting and is not beneficial to the development of the industry.
These fake operations and live-streaming routines are not new, but there are always people who still use the old routines to get tips and sell inferior products. Xu Xin, a live e-commerce practitioner, believes that in the end, it is because this way can make money.
In his view, live broadcasting itself is a form of content, and what can make this kind of content interesting is the test of the talent and creativity of the anchor team. From the audience's point of view, they watch live broadcasts, and the purpose of watching live broadcasts at the beginning is more with the psychology of pastime, curiosity or entertainment. "When consumer demand is not clear, some bad merchants and anchors have begun to rely on offline maintenance and online scripts to stimulate consumer consumption." Xu Xin said that once the sweetness of traffic is tasted, no anchor with a skill wants to continue to harvest, and it begins to break through the bottom line.
Source / Visual China
Some industry insiders pointed out that the problem is that when the plot of false curiosity is repeatedly used as a wealth password, and the trust of consumers in the anchor group, including Internet celebrities and celebrities, is overdrawn, how many people will be willing to go to the live broadcast room to consume? Will this bring some bad demonstration effects, leading to bad money expelling good money? Some anchors and institutions that really want to run a live broadcast business for a long time, how can they not be mistakenly injured?
In fact, the supervision of relevant departments and the control of the platform have long been in progress, and the suspension and ban have become the keywords of the live broadcasting industry in the past year.
For example, as early as November 2020, Kuaishou issued an announcement that it would crack down on acting and hype live selling, and violators would face penalties such as deducting e-commerce scores, banning accounts or small yellow cars, and paying liquidated damages.
In March 2021, Douyin issued an announcement that the platform had imposed illegal penalties on selling tragic goods, fabricating bizarre stories, acting and hype. In the past 30 days, the platform has handled a total of 446 relevant illegal live broadcast rooms and banned 33 illegal accounts.
At the end of August of the same year, the Ministry of Culture and Tourism issued the Administrative Measures for the Live Broadcasting Industry. One of the provisions is that online performance brokerage institutions (i.e., MCN institutions and anchor guilds) must not induce users to consume by means of false consumption, taking the lead in tipping, etc., and must not hype the income of online performers by means of tip rankings, false publicity, etc. At the same time, MCN institutions and anchors are also required not to induce users to consume through language stimulation, unreasonable special treatment, promised rebates, offline contact or communication.
Li Sheng and Cao Wei both said that the exposure of 3.15 will inevitably awaken consumers' awareness of rights protection in the live broadcasting world, prompt industry associations, live broadcast platforms and other institutions to strengthen the management and supervision of live broadcast practitioners and live broadcast behavior, and to a certain extent, promote the legislative norms and detailed management of legislative departments and competent departments.
In 2022, the live broadcasting industry will be further reshuffled, which has become the consensus of the industry. At the end of 2021, Sydney, Wei Ya, Zhang Ting and other head anchors have been investigated, industry compliance supervision is tightening, the threshold will gradually increase, "the leading people will be more and more rules", Xu Xin said.
*The caption image is from Visual China. At the request of the interviewee, Xu Xin is a pseudonym in the text.