Produced by Radar Finance and Economics, | Meng Shuai, editor| Deep Sea
On March 15, the 2022 CCTV 3.15 Gala, which has attracted much attention from consumers, arrived as scheduled. As early as before the start of the party, director Yin Wen revealed that this year's party will focus on network information security and the information security of children's interactive products, and will also expose live streaming, food safety, medical beauty and other industries.
This evening party exposed the industry chaos in which male operators in the live broadcasting industry impersonated anchors to induce fans to frequently tip, live broadcasts with goods scripts became disasters, commodity prices were inflated, and quality was worrying.
Radar Finance and Economics found that the live broadcast chaos exposed by the CCTV 3.15 evening is only the tip of the iceberg. On the black cat complaint platform, there are countless complaints related to live broadcasting. As of March 16, there were more than 100,000 complaints related to "live broadcasting" and 2,610 complaints related to "tipping", of which 622 were "live tipping" and 43 complaints were "temptation tipping".
The beauty anchor becomes a "big man with a single foot", and the male operator boos Han asks for warmth to empty the "husband" pocket
At 8:00 p.m. that night, the 3.15 party will be on time for the appointment. As soon as the party began, the mask of live reward chaos was torn off.
The beauty anchor interacts with fans in front of the mobile phone screen, displays talent shows, and from time to time sells cute gifts; behind a group of big men full of mouths "husbands", every day to boo cold greetings. The female anchor and the male operator cooperated tacitly inside and outside the live broadcast room, and staged a seemingly seamless double reed for the fan "big brother". As everyone knows, this group of men is also the "hero" behind the relationship between the beautiful anchor and the "big brother of the list".
Under the "sugar-coated shells" operated by the beauty anchor and the man behind the scenes, a valuable virtual gift was sent from the mobile phone of the "big brother", and the "carnival" worth 3,000 yuan and the "imperial set" worth 18,000 yuan entered the pockets of the anchors. In order to set out more gifts, the anchors will also connect PK to let the "big brothers" help brush the list. What's more, in order to make the "big brother" work hard to throw money, some male operators do not hesitate to graft the female anchor's avatar with the pornographic video.
"Eat big brother, drink big brother, eat big brother scold big brother", male operators talk about "taming men", which has become a true portrayal of the workplace of these live broadcast operation companies. A college student gave a tip to the same anchor for several consecutive days, and the male operation also ridiculed, "Let him exchange the money in the meal card with his classmates (used to brush gifts)"; there are fans who lend money to the anchor to brush gifts, Alipay, relatives all borrowed, there is no ability to borrow money, the male operation and "broke up" with the "husband".
According to CCTV, one of the companies involved in this exposure is Juxiang Interactive Entertainment. According to the BOSS direct employment page, Juxiang Interactive Entertainment is the official top strategic partner of Kuaishou, the group is headquartered in Shenyang, Liaoning Province, known as the national top ten live broadcast guild, under the more than 30 branches, offline live broadcast rooms as many as more than 2,000, its signed artists more than 3,000.
Juxiang Interactive Entertainment Company is also recruiting live broadcast operations while recruiting entertainment anchors. Recruiters said that the company's main business is a one-to-one operation model, the operator needs to chat with fans as an anchor, maintain the person who has previously brushed gifts for the anchor, and let him continue to spend on the anchor.
It is understood that 50% of the share of live broadcast revenue belongs to the live broadcast platform, 25% of the share belongs to the company, and the remaining 25% of the share belongs to the anchor and operation.
Tianyan's investigation shows that Juxiang Interactive Entertainment is suspected of owning a number of companies. Among them, Shenyang Juxiang Interactive Entertainment Culture Media Co., Ltd. was established in January 2020 with a registered capital of 1 million yuan, and the legal representative and the only major shareholder is Zhang Shijie. According to the risk information, the company was involved in a number of labor disputes and contract disputes.
Radar Finance noted that at present, the official website of Juxiang Interactive Entertainment can no longer be accessed normally, the recruitment homepage directly hired by the company's BOSS cannot be viewed, and a number of corporate legal persons have withdrawn in interviews, and the live broadcast room of its anchor Wu Wu involved in the incident was also banned by the platform after the incident was exposed.
The script in the live broadcast room became a disaster The mountain in the urban area became a border line to stage a smuggling drama
However, what makes people in the live broadcast room jaw-dropping is not only the strange thing that the beautiful anchor has become a "big man with a foot".
In the Yongdexiang live broadcast room, the anchor Sasha introduced to the fans that her family opened a jewelry factory, and had started the jewelry business since the 90s, and vowed to tell the fans, "Another day can take you to our family's factory to see"; after the broadcast, Sasha will explain the real situation, "These are all made up and blown", "How bold people are, how productive the land is".
Anchor Sanshao packaged himself as a senior practitioner, claiming to open his own entity, do wholesale, and have his own supply chain offline. Outside the live camera, Sanshao personally admitted that he had sold fake gold before.
The company's marketing director said, "When he believes in you, you can sell anything." You take a piece of, you can sell it. ”
Radar Finance noted that the "factory price" and "leak price" that claim to send benefits to fans in the live broadcast room are actually not loss-making transactions. Comparing the borrowing table, it can be seen that the price of the goods sold in the live broadcast room of the anchor is at least 1.1 times the purchase price, and the price is as high as 5.09 times.
The aforementioned live broadcast is only an entry-level performance, in the live broadcast room under Shi Lipai, the anchor invited the owner directly to the live broadcast site. Seeing that the owner of the goods has not yet agreed to the price given by the anchor, the anchor has cut an incredible "low price" for the fans.
The anchor who seems to be on the same side as the consumer is actually just cooperating with the owner of the goods to perform bargaining drama. The owner of the goods will first give a particularly high offer, and at the same time will play the reserve price represented by the dark code on the calculator and quietly show it to the anchor. Immediately after, the anchor and the cargo owner will come and go and make several rounds of bargaining. In order to make the play look more realistic, there will also be a large number of water troops participating in the interactive area to cooperate and act as "extras".
The flood of scripts in the live broadcast room has also made the plot in the live broadcast room constantly "rolled in". The anchor of the Chengze Jade Live Broadcast Room claimed to have moved the live broadcast room to Myanmar, but in fact this is just a "cottage" Myanmar carefully built in the Chengze Jade Office Building: Burmese posters are posted on the spot, the goods are wrapped in Burmese newspapers, and the owner of the goods is dressed in Burmese clothing and repeats a few half-baked Burmese words.
On the black cat complaint platform, some consumers said that they had bought tens of thousands of things in the Taobao Chengze jade bracelet live broadcast room, and one of the bracelets changed color in less than a year, communicating with customer service was fruitless, and was also banned.
The more daring anchor is to stage a thrilling plot for consumers. The anchor claimed to risk his life to trade with smuggled cargo owners at the border and help fans shop for value-added jadeite goods. 160,000 rough stones were cut to 17,800 yuan by the anchor, and 2 million rough stones were also cut to 190,000 yuan, in order to bargain the anchor did not hesitate to beat the owner, but also tied the owner's entourage to the tree. Under the elaborately packaged plot, fans instantly snapped up the goods.
The customer service director of Tengchong Luowang Jewelry Co., Ltd., the driving force behind the smuggling bargaining drama, said that all this was only done on the hills in the downtown area of Tengchong, And the rough stones were even borrowed from the market. After the fans place an order, they will induce the fans to make a finished product, and then send out the cheap finished product found in the market with a similar material.
In order to avoid risks, the fire live broadcast platform said that only the directional personnel can enter the live broadcast through the exclusive link issued by customer service, and the live link can also be set as a one-time link, which can only be opened for this live broadcast, and there are more than a thousand live broadcast rooms similar to this rough trading on the platform.
On the black cat complaint platform, some consumers said that they purchased a piece of jadeite rough through the fire live broadcast and the anchor's joint shares, but after receiving the goods, no matter the size and quality, they did not match what the anchor said, and the subsequent request for refund was ignored.
The number of complaints about "underage tipping" is huge
The live broadcast chaos exposed by the CCTV 3.15 evening party is just the tip of the iceberg. On the black cat complaint platform, there are countless complaints related to live broadcasting. As of March 16, there were more than 100,000 complaints related to "live broadcasting" and 2,610 complaints related to "tipping", of which 622 were "live tipping" and 43 complaints were "temptation tipping".
In addition to the exposure of CCTV, there are also many consumer feedback that there are a large number of minors on the live broadcast platform who carry out live broadcast tips without the knowledge of their parents. On the black cat complaint platform, the number of complaints related to "underage tips" is also very large, reaching 954.
Most of these parents said that their children were induced by the anchor to recharge and make large-scale tip-offs without their knowledge. Afterwards, when consumers went to the platform for processing and requested refunds, the platform believed that the consumers did not have sufficient evidence that the tipping behavior was indeed completed by minors, so most of them rejected the consumer's refund application.
In fact, there has always been a controversy over live streaming tips, and similar cases have occurred from time to time. Not long ago, on March 5, Xiao Shengfang, a deputy to the National People's Congress and director of Guangdong Shenglun Law Firm, suggested that according to the content of live broadcasts, classified supervision should be carried out, and a cooling-off period system for some gossip news network live broadcasts and "pure face value" live broadcasts should be implemented, and tippers could withdraw tips within three days without reason.
Some practitioners said that at this stage, it is impossible to determine whether the person who completes the live broadcast tipping behavior is a minor, which is one of the main reasons why most live broadcasting platforms reject consumer refund applications. At present, in the actual operation of the review process, there are indeed many restrictions, the game industry currently mostly use face recognition to prevent minors from addicted to games. This may give a certain reference to the handling of minor live broadcast tip disputes, but there are also many links that need to be improved in this model.
Note: This article is the original of Radar Finance (ID: leidacj). Unauthorized reproduction is prohibited.
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