On the evening of March 15, the 2022 CCTV March 15 Gala was officially broadcast. The program exposed all kinds of fake selling chaos in jade live broadcast, involving the live broadcast room with goods - Yongde detailed jade live broadcast room, Chengze jade, Nahuo live broadcast room, etc.
Its chaos includes "bloody bargaining" after inflating prices; claiming that they are from Myanmar is actually working in Kunming, selling goods and bargaining for sets up layer by layer, and false propaganda self-directing and self-acting.
Crazy Emerald Live
"Buy and sell at a loss! Massive hemorrhage! The mall sells you more than 4,000 yuan, I live room 198 yuan, on! In the live broadcast room, the anchor's voice is high and loud, but behind the seeming loss of blood and welfare, there are actually many secrets hidden.
Recently, CCTV reporters went undercover as anchors in the Yongde detailed jade jade live broadcast room, and found that the identity of the live broadcast room was fabricated, and its anchor was a senior person in the industry, but in fact it was all fake. The so-called "blood bargaining" is the double reed of the anchor and the owner of the goods, whenever the anchor picks up a piece of goods ready to bargain for the fans, the owner of the goods will quote a particularly high price at the same time, will put the base price represented by the secret code on the calculator, quietly show it to the anchor, and then, both sides are carefully bargaining.
According to CCTV, the actual purchase price of the so-called Original Price of more than 4,000 yuan is only 88 yuan. In addition, according to the quotation disclosed in the program, the price of the live broadcast room is 1.1 times less than the real price premium, and more than 5 times, and the factory price is only to fool fans into placing orders.
At the same time, there are also a large number of live broadcast rooms that claim to have moved the bargaining scene to the place of origin in Myanmar, and the anchor bargains on the spot in the Mandalay mining area of Myanmar to buy for fans. In fact, Chengze Jade Live is in an office building in Kunming City, the owner of the goods is wearing Burmese clothing, and the scene set is fake.
Not only that, the live broadcast of "border smuggling" and "robbery bargaining" to trade jadeite rough at the China-Myanmar border was also jaw-dropping, but it was actually recorded on a mountain near Tengchong City.
In a live broadcast room on the fire platform, the "smuggling owner" can be seen tied to a tree by the anchor, and the "rough stone with a asking price of 2 million yuan" carried with him was cut to 190,000 yuan and sold. But in fact, many of the rough sold in the live broadcast room are borrowed from the market, after being photographed by fans, they will not send the rough directly, but induce fans to make a finished product, and then find a cheap product with roughly the same material in the market to send to fans, which they call distribution.
Li Min, a senior partner at Shanghai Hansheng Law Firm, told Caijing Technology that according to the newly promulgated Provisions of the Supreme People's Court on Several Issues Concerning the Application of Law in the Trial of Online Consumer Dispute Cases (I) (hereinafter referred to as the "Interpretation"), if the anchor operates the live broadcast room by himself, and knows or should know that the goods provided by the operator do not meet the requirements for protecting personal and property safety, or has other acts that infringe on the legitimate rights and interests of consumers, and still promotes it and causes damage to consumers, according to Article 17 of the Interpretation, Consumers may claim joint and several liability against the operator of the live broadcast room and the operator providing the goods in accordance with Article 1168 of the Civil Code and other provisions. Therefore, for the anchor's act of knowing that the counterfeit is sold, the consumer can claim that the anchor and the commodity operator bear joint and several liability.
Why does the chaos continue?
In recent years, the live streaming industry has been like a speeding train, all the way to the fast lane of development. According to the "2021 China Live Broadcast E-commerce Industry Research Report" released by the China International Electronic Commerce Center Research Institute of the Ministry of Commerce, in 2021, the overall scale of live streaming goods in the mainland will be close to 2 trillion yuan.
The huge market dividend has spawned a large number of practitioners such as network anchors, but the chaos caused by false publicity and induced consumption has also emerged accordingly.
Earlier, there were media reports on "online live broadcast to buy jadeite overturning", "300,000 yuan live broadcast to buy 'bad jadeite'", "watch live broadcast to buy jade bracelet is not natural A goods" and other events. With the passage of events, there are more and more routines in the live broadcast room, becoming more and more hidden, making people invincible.
Ms. Jiang from Tianjin told Caijing Technology that her mother-in-law came to her with great excitement one day, claiming that the jadeite in a live broadcast room was discounted, and the original price of jadeite of several thousand yuan can now be purchased for less than one hundred yuan. Ms. Jiang, who is convinced that "pie cannot fall from the sky", reminded her mother-in-law that there would be no such good thing, and there must be some routine in this live broadcast room, but Ms. Jiang was refuted by her mother-in-law.
According to Ms. Jiang, her mother-in-law claimed that she had long paid attention to the live broadcast room, and there were live broadcasts every day, and the content was very real. In the mouth of the mother-in-law, the so-called "real" plot has developed from "the boss's daughter-in-law in the live broadcast room cheated and now went to the door to catch it", to "the lover's door-to-door fight", to "the boss's son was hospitalized, and now he is tearfully selling to save medical expenses".
Ms. Jiang said that at that time, her mother-in-law tracked the progress of the live broadcast like a TV series, and had no doubts about it. Ms. Jiang believes that now that she thinks about it, the live broadcast room should be similar to the 3.15 exposure, self-directed and self-acting plot, thereby inducing consumers to consume.
Ma Kainong, a special researcher at the E-commerce Research Center of the Network Economic Society and a lawyer at Zhejiang Zeda Law Firm, pointed out that this kind of self-directed and self-performed bargaining drama or even a big fight, as well as the chaos of forming an online couple and an online mother and child in the name of "family", and using fabricated stories to attract consumers' attention, are all means of mobilizing consumer emotions, defrauding consumers' trust or sympathy, and then inducing consumption.
"These are all deceptive sales inducements that mislead consumers in a false or misleading way of publicity." Ma Kainong pointed out that according to the Measures for the Punishment of Acts Infringing on the Rights and Interests of Consumers, the above acts should be prohibited. This requires the platform to strengthen supervision, business compliance sales, the so-called "gentleman loves money, there is a way to get it", in order to jointly safeguard the legitimate rights and interests of consumers.
Why is the act of knowing fakes and selling fakes repeatedly prohibited in the live broadcast of Mini Programs and short video platforms? Li Min said that there are many factors in this. On the one hand, niche video platforms are highly hidden, and the invitation-to-view system limits the spread of the platform, but it also restricts the supervision measures of supervision and provides soil for the growth of such platforms. On the other hand, jewelry and jadeite transactions have greater risks, even offline purchase consumers may not have the ability to distinguish between true and false, online purchases are more likely to be impulsive consumption under the crazy marketing offensive of anchors.
Insiders watch live streams
"People in the real industry laugh when they see the live broadcast selling jadeite, after all, people are also mixed rice to eat." Ye Zi, who has been engaged in jadeite trading for more than 30 years at home, told Caijing Technology that jadeite is not priced, and usually the anchor says how much is how much, so most of the consumers who buy jadeite from live broadcasts are pitted.
Ye Zi told the financial network technology, how to restore the jade's practical video can not be seen clearly, her own home purchase, to see the goods need to take a flashlight photo, but also need to watch repeatedly in natural light, "photos, videos and actual items are very different, not to mention the anchor that does not know how many levels of beauty camera." ”
Ye Zi further explained that the authenticity of the jadeite could not be seen by photos and videos, because after passing through the lens, what was seen was definitely different from the real thing. "If you look at the offline store and buy it directly, there will be a difference between the owner's carefully designed lighting and natural light, so it is almost impossible to know whether the jadeite is true or false through live broadcasting."
Regarding the jadeite sold in some stores with certificates, Ye Zi mentioned that in fact, many people can't understand the certificate, and the certificate is also PS forged, which makes it more difficult to distinguish between the true and false jadeite.
When asked why the price of jadeite in the live broadcast room is so cheap, Ye Zi pointed out that people usually think that jadeite is Burmese jadeite, but in fact, there are many jadeite on the market, "different types of jade, density, hardness are not the same, in this specified range of density and hardness of jade is called jadeite." ”
Ye Zi said that Myanmar jadeite is known as the "king of jade" because of its high hardness, smooth and bright, good water color and high value retention, but the jadeite in the live broadcast room, such as Guatemalan jadeite, is not as good as Myanmar jadeite in terms of color and density, which leads to the price difference between the two.
Ye Zi said bluntly, jadeite is also a grade, simple distinction, it is really A goods, fake B goods (chemical potion treated), C goods (texture, color are fake).
"I don't know how to think that live broadcasting is the price of cabbage, but in fact, jadeite is also cheap, as long as there is a profit, do you really think that you can buy 10,000 things for 100 yuan?" In Ye Zi's view, the live broadcast itself needs a cost, but also needs to give the platform a fee, so it is impossible to make a loss-making transaction. "Jadeite is only very expensive if it has a good texture and a good color."
So, after consumers buy jadeite in the live broadcast room, how can they know whether the jadeite is true or false, good or bad? Ye Zi said that on the one hand, consumers need to observe according to the color and texture of jadeite offline, on the other hand, they can find a jade testing center for testing. "If you want to find a third-party agency approved by the Industrial and Commercial Bureau, you will generally have it in large cities."
Of course, the chaos of live streaming with goods does not only exist in the jadeite field, before the financial network technology has reported on the live broadcast with goods to sell fake gold, fake jewelry, cottage mobile phones and other cases.
In response to such problems, lawyer Li Min suggested that consumers actively report and complain to the platform and market supervision and management departments about such businesses. "From the perspective of individual consumers, consumers' reports and complaints can help consumers themselves recover losses in a timely manner; from the perspective of the rights and interests of the entire consumer group and the healthy development of the market, consumer complaints and reports are an effective supplement to the regulatory force, and only when consumers actively protect their rights can they help the market supervision and management department to discover the counterfeiting platform in time and help more consumers avoid possible losses."