The original price of 1980 yuan "Wuliangye"
The live broadcast room is only sold for 298 yuan
798元两瓶的贵州匠工秘酱
The exclusive welfare price is 299 yuan
A set of zodiac wine utensils will also be given
The market sells Dahongpao tea for 1388 yuan
Place an order in the live broadcast room
4 boxes of tea in hand
There is also a whole set of high-end tea sets for only 268 yuan
In the reporter's investigation, some anchors have more and more exaggerated comparisons between the original price of all products and the exclusive price of the live broadcast, and under the stimulation of the anchor's rendering and price comparison, many viewers will place orders passionately, and many products also have a good sales.
On the third-party complaint platform, the reporter found that there are a large number of problems under the price comparison publicity: the goods in hand are not on the right board, the price is not as cheap as advertised, and the product quality is difficult to explain......
Super high price super low discount
Is the exclusive price of the live broadcast room and the anchor welfare price really discounted?
The "ultra-discounted" wine is actually a blended wine
"The price of a single bottle is 598 yuan a bottle, fidelity, now the exclusive price of our live broadcast room, a box of 6 bottles, as long as 597 yuan! ”
In November 2023, Zhang Liu (pseudonym), who lives in Hedong District, Tianjin, immediately placed an order after seeing this live broadcast. "This is a brand-name wine, and the merchant promises to deliver the goods from the source factory, there must be no fake, this time it is really cheap. Zhang Liu said.
What Zhang Liu didn't expect was that after receiving the wine, he found a problem: "I drank a small glass at noon, I felt that the taste was wrong, and the packaging was different from the brand-name wine packaging I saw before, the product type was plant-based liqueur, which was made with liquor with water, mung beans, bamboo sunflowers, lotus leaves, etc., which was not the same thing as liquor, to put it bluntly, it was blended wine, and it was not worth much at all." ”
Zhang Liu said that the anchor has always said that this is a big brand, and it was taken by the original factory in the original box, but in fact, it is blatantly deceiving consumers, and the so-called famous brand is just an authorized company under the big brand winery, which has repeatedly played a side game and bound it to famous brand wine, making consumers mistakenly think that they have bought famous brand wine.
The anchor falsely reported the original price and hid the discount information
Some consumers saw in the live broadcast room of an Internet celebrity anchor that when the anchor sold a certain brand of shampoo, the screenshot of the page of an e-commerce platform selling the same product was 49 yuan, but the top half of this picture was folded back. Out of curiosity, she went to the e-commerce platform to search for the product, and found that the full screenshot showed the product's promotional information "Shoot 2 minus 50, take away 1KG" and "¥9 after the second coupon".
Also in the live broadcast room of the Internet celebrity, the price is 669 yuan of Saturday Fu Wufu Long Pure Gold Bracelet, the anchor said that the price in the live broadcast room of other anchors on the same platform is 1039 yuan, and showed a screenshot of the sales page, but some consumers later found that the price was 759 yuan in the official flagship store of Saturday Fu on the same platform.
Some netizens ridiculed: "If the benefits are really so big, wouldn't I have made a fortune early if I bought from the live broadcast room and then sold them?"
Inflated prices are suspected of violating the law
In May 2022, law enforcement officers from the Chengxi Institute of the Market Supervision Bureau of Fuyang District, Hangzhou City, Zhejiang Province, found during their daily online inspections that the sales price advertised by an e-commerce company in the live broadcast and short video of the e-commerce platform was significantly lower than the original price, and no original price sales records were found.
"Loving yourself is the beginning of a lifelong romance, I used to sell a haute couture skirt for 199 yuan, and now the price is changed to 49 yuan. "In the face of the live broadcast content displayed by law enforcement officers, the merchant could not provide a sales record of the product at the original price of 199 yuan.
After the on-site inspection, law enforcement officers found that the e-commerce company had secretly modified the original price of the store on a short video platform in an attempt to get by, but the company could not deny it in the face of the electronic solid evidence materials admitted in accordance with the law. According to the law enforcement officers, the e-commerce company had not traded the goods involved in the live broadcast on the short video platform at the crossed price, and the sales records of a variety of products in the merchant's platform store could not be provided at the original price during the inspection, which constituted price fraud, and the illegal income exceeded 5,000 yuan.
In life, consumers often encounter the situation of selling goods at a discount, where is the boundary between price reduction promotion and price gouging?
Rao Wei, senior partner of Beijing Tiantai Law Firm and deputy director of the Consumer Rights and Interests Professional Committee of the Beijing Lawyers Association, introduced that the price reduction promotion is based on the consistency between the price and the value of the product, in order to stimulate consumption and then make the behavior of reducing prices and expanding sales. Price gouging is the act of not following the principle of fairness when defining the value of goods, and the price is obviously inflated, and consumers are misled through discounts. The fundamental difference between the two is whether the price of the commodity corresponds to the value of the commodity and whether the act of selling infringes on the consumer's right to know the value of the commodity.
Rao Wei said: "Online trading platform operators shall cooperate with the market supervision and management department to carry out price supervision and management in accordance with the law, and if it is found that the operators in the venue and the platform have violated the regulations, they shall take necessary measures to deal with them in accordance with the law, keep relevant information records, and bear the corresponding obligations and responsibilities in accordance with the law." If a platform operator clearly knows or should know that a seller or service provider is using its platform to infringe upon the lawful rights and interests of consumers, but fails to take necessary measures, it shall bear joint and several liability with the seller or service provider in accordance with law, and shall also be responsible for the price fraud. ”
Supervision needs to be strengthened
In June 2022, the State Administration of Radio, Film and Television and the Ministry of Culture and Tourism jointly issued the Code of Conduct for Online Anchors, which clearly stipulates that online anchors shall not "mislead consumers with exaggerated propaganda and deceive consumers through false promises" in the process of providing online performance and audio-visual program services.
Some short video platforms have also regulated the price promotion behavior of anchors, clearly requiring that live broadcasts must not make false comparisons of prices.
Some platforms have issued relevant regulations to strictly restrict the price comparison of goods in the live broadcast room, and the proof of the price being compared in the live broadcast room or video display, and the platform only supports the tag price of the product, the retail price of the official website, the pricing of the product, and the manufacturer's suggested retail price. The reference price is released through the "Product Reference Price" function, and the merchant needs to upload the corresponding price voucher in advance, which will be reviewed by the platform. Creators may not use unfounded or incomparable prices as the basis for calculating or comparing discounts.
Some platforms have carried out special actions to crack down on price fraud many times, and in 2023 alone, more than 5,000 e-commerce companies will be punished for fraudulent commodity prices.
However, judging from the reporter's investigation, the problem of false prices is still serious, and it is mainly concentrated in wine, tea, jade, etc.
Su Haopeng, a professor at the Law School of the University of International Business and Economics, believes that for the price chaos in online transactions, we should return to the relevant requirements of the price law, implement the principle of fairness, and protect consumers' right to fair trade. Platforms have legal obligations to govern the platform ecosystem, and shall control all kinds of price fraud by merchants, and promptly investigate and punish them, such as deducting credit scores and prohibiting the sale of goods on the platform, so as to fully protect the rights and interests of consumers.
In Rao Wei's view, the long-term existence of price fraud and other behaviors is also related to the fact that the cost of violations of laws and regulations is too low and cannot have a deterrent effect on some Internet celebrity anchors.
"The market supervision department should increase the intensity of rectifying the indiscriminate pricing in the market, and punish the illegal acts of illegal merchants in a timely manner. Consumers should consume rationally, do not place orders easily when they see the so-called low prices in the live broadcast room, and can consider them after comparing multiple platforms, and should also enhance their awareness of rights protection, have a zero-tolerance attitude towards price fraud, report to the Consumer Rights Protection Association in a timely manner, and protect their legitimate rights and interests through judicial channels when necessary. Rao Wei said.
Source: China Economic Net
Editor: Jinping County Rong Media Center
"Jinping News" broadcast time: Premiere: Monday, Wednesday, Friday (20:00)
Replay: 08:00 12:30 17:00 20:00 22:30 the next day
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