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Introduction: Wang Hai, a well-known anti-counterfeiter, once again targeted the head anchor Crazy Brother Yang to bring goods and fight counterfeiting in live broadcasts, and the last time was against Luo Yonghao.
The reason for the incident was that Wang Hai bought a bag of Wuchang rice from Brother Xiao Yang that he highly recommended, but after tasting it, he felt that it was far from the authentic Wuchang rice he imagined, and he felt cheated.
So I sent this rice for testing, and the results shocked everyone as soon as they came out: the report clearly pointed out that the Wuchang rice sold by Brother Xiao Yang only accounted for 71.16% of the genetic similarity compared with the real one, which means that it is not the same variety at all!
According to Wang Hai, "At that time, 80,000 orders were sold in just 3 minutes, and about 900,000 orders have been sold so far. ”
This is really a big surprise, and at the same time, it also makes Brother Xiao Yang fall into the whirlpool of public opinion!
In the face of Wang Hai's accusations and the ironclad evidence of the test report, Brother Xiao Yang did not respond directly at first. But in the evening, a large number of posts appeared on the Internet, and began to accuse Wang Hai of being unprofessional, saying that his Xiao Yang had never sold Wuchang rice, and Wang Hai bought a small Internet celebrity below to rub Xiao Yang's popularity, rubbing Xiao Yang's side, but it was not really sold by Xiao Yang, saying that Wang Hai didn't figure out anything, so he came out to fight fakes!
Later, Brother Xiao Yang released a video to refute rumors through his account, and Brother Xiao Yang said in the video, "Which time it wasn't them, you said that some people made mistakes, and the media also made mistakes." You have to use the facts as a basis, not only I have never sold it, but my entire group, our supply chain has not sold this product at all, and the anchor talent vertical number has never been sold."
But apparently Wang Hai didn't buy it, and posted a screenshot of the purchase order again, saying that it was indeed purchased in the window of Crazy Brother Yang, which had an exclusive MCN, using the official authorized account and authorization number of Three Sheep.
01, the professional anti-counterfeiter "on the bar" anchor with goods, the crazy little brother Yang "family-style" overturned
This time, Wang Hai shot at Brother Xiao Yang with fakes! Who is right and who is wrong?
Wang Hai, as the "first person to fight counterfeiting in China", has won the "Consumer Anti-Counterfeiting Award" set up by the China Consumer Protection Foundation, and is known as the "anti-counterfeiting fighter" by netizens.
Crazy Brother Yang, born in Lu'an, Anhui Province in February 1995, his real name is Zhang Qingyang, a well-known Douyin Internet celebrity e-commerce anchor. In November 2022, the actual number of fans of Crazy Brother Yang has exceeded 100 million, becoming the first talent anchor on Douyin with more than 100 million fans. At present, the fans of "Crazy Brother Yang" on Douyin have reached the upper limit of "99.99 million +", and the cumulative number of likes has reached 1 billion.
On the one hand, it is the NO1 among the professional anti-counterfeiters, and on the other hand, it is a short video Internet celebrity who is deeply liked by the majority of fans, who should I believe?
In fact, it is not an exception that the quality problems of the products brought by Crazy Brother Yang have been reported by well-known counterfeiters, and even in recent years, they have been complained many times that there are problems with the goods they sell.
As early as November 2022, Wang Hai publicly disclosed that the wall breakers and meat grinders sold in Xiao Yang's live broadcast room were all false powers, and asked consumers to refund one and pay three.
Brother Xiao Yang also responded, saying that his selection has been strictly reviewed, and if there is a problem, he will deal with it as soon as possible. He also said that Wang Hai should not act under the banner of "great good man", because there is an ulterior motive behind it.
In the face of the two sides insisting on their own opinions, the final result was that the product was removed from the shelves.
After the wall-breaking machine incident, Wang Hai also reported that the special toddler cream brought by the Internet celebrity "Crazy Little Yang" had false publicity. According to the materials provided, the product page advertises "rich in 5 billion probiotics", "4000+ refusal to add ingredients", "natural bisabolol is 100% natural ingredients, and its soothing effect is 2 times that of artificial synthesis", and the product advertising usage data does not indicate the source.
In February 2023, Brother Xiaoyang's live broadcast room "Youshang Infant Moisturizing and Soothing Special Cream" was identified by the Hangzhou High-tech Zone Municipal Supervision Bureau as "containing false content in the advertisement", and the company to which the product belonged was also administratively punished. The details of the punishment show that the product information it advertises as "rich in 5 billion probiotics" cannot provide a real data source, and the relevant publicity of the products involved has been removed.
At the end of last year, a #Xiao Yang Brother brought fat beef rolls was questioned as synthetic meat, and the topic rushed to the hot search! When Xiao Yang Ge brought a fat beef roll product of a certain brand in a live broadcast, he claimed that it was Australian original cut grain feeding, but he was faced with the question that the goods were not right.
The price of the fat beef roll product in the live broadcast room was 89 yuan/4 catties, and many fans at the scene questioned that it was too cheap, but it was like the price of synthetic beef. Later, when other anchors brought the fat beef roll product, the customs declaration form was revealed on the spot, and the careful blogger found that the raw material description showed that it was a "beef cube", which is the so-called beef minced meat. The main function of ground beef meat is to make synthetic beef.
When professional anti-counterfeiters "put on the bar" of the live broadcast with goods, Brother Xiao Yang was pushed to the forefront again and again, but all kinds of problems seem to be difficult to be effectively solved. Will this Wuchang rice fake incident become the last straw that overwhelms Brother Yang?
02. Why do the head anchors frequently "overturn" with goods?
In recent years, live-streaming e-commerce has sprung up, changing the traditional way consumers shop online. While the e-commerce industry is soaring, counterfeit fakes are also rampant in the live broadcast room. Nowadays, under the live broadcast e-commerce transaction volume of the top anchors, such as poor product quality, the proliferation of fake goods, and suspected false propaganda, chaos emerges one after another.
I don't know if you still remember this "Simba", not the lion in "The Lion King", but Simba, the top anchor with goods who exploded on the whole network back then.
In July 2020, the bird's nest sold in the live broadcast room of Kuaishou Internet celebrity Simba was also questioned by professional counterfeiter Wang Hai as sugar water, causing a storm of public opinion.
At that time, it was also revealed that the cost price of the bird's nest sold by Simba was only 4.2 yuan per bowl (Simba sold it at a price of 40 yuan per bowl).
At first, Simba refused to admit that he was selling fake bird's nest and said that it was defamatory, but it was not until December 2020, after the official verdict was handed down and the Guangzhou market supervision department issued a fine of 900,000 yuan to Simba, that he stopped being stubborn.
There is also Li Jiaqi, following the "Huaxizi" incident, Li Jiaqi was pushed to the forefront again on October 25 last year, and was questioned by the well-known anti-counterfeiter Wang Hai that the "Mandarin Duck Golden Building" Hetian jade necklace sold in the live broadcast room was a fake, and the identification result of the necklace by the NGTC laboratory was "carbonate-tremolite jade necklace".
After a consumer once reported to the merchant Yuanyang Jinlou, Yuanyang Jinlou was unwilling to make a big fuss and directly transferred 50,000 yuan to the consumer's WeChat, but the consumer rejected it.
Seeing that the trouble is getting bigger and bigger, Yuanyang Jinlou has no choice but to remove the product from the shelves. In response to this: The Hetian jade necklace was removed from the shelves after it was sold out, the product is real, and the relevant departments are dealing with it.
On October 25, Wang Hai posted again, "Li Jiaqi's fake Hetian jade necklace Brother Xiao Yang has also sold! It is recommended to test it and ask for a refund of one and three losses, it is impossible to buy a real one at this price." ”
Just recently, Wang Hai posted on Weibo that a product called "TiQ Tianqi Prune Juice" brought by Dongfang Selection was found to have laxative ingredients.
Subsequently, Dongfang Selection's customer service responded that it had fed back the matter to the relevant departments for processing. The customer service of the official flagship store of the product brand TiQ said that the report commissioned by the dealer showed that the product only had prunes and did not contain any additives.
Obviously, Wang Hai is very well prepared, since consumers reported to them last year that they had diarrhea symptoms after buying this prune juice, and consumers suspected that diarrhea drugs had been added to the product. So since August last year, I placed an order for 10 packs of "TiQ Tianqi Prune Juice" in the Dongfang Selection live broadcast room, and sent some samples for testing in the same month. The screenshot of the payment shows that he placed an order for 10 packs of prune juice at the TIQ light food flagship store, spending a total of 188 yuan, and the product was also marked as "Oriental Selection Recommendation".
In fact, the promotion of fake goods in the live broadcast room is not unusual, but it is worth careful scrutiny when it happens to the head anchor, if even the head live broadcast anchor can not achieve the authentic and real publicity, then how can the rights and interests of consumers be protected?
03. Live broadcast e-commerce will usher in another butterfly change
In the face of the frequent "overturning" of live broadcasts by head anchors in recent years, major e-commerce platforms have also increased their efforts to remove the "stubborn diseases" in the live broadcast room.
In 2022, the Douyin platform took the initiative to delete nearly 500,000 fake links throughout the year, cleared more than 21,000 fake stores, and punished more than 36,000 fake brand live broadcast rooms. By the end of 2022, the Kuaishou e-commerce platform achieved more than 200,000 interceptions of counterfeit goods, controlled more than 23,000 suspected counterfeit and infringing merchants, and reduced the reporting rate of users with live streaming by 30%.
However, even with such a strong crackdown on counterfeiting, there are still many "fish that have slipped through the net" in the market. It can be seen that there is still a long way to go in the future in terms of the control of live streaming and counterfeiting, and it requires the joint efforts of consumers, governments and sales platforms.
As the "first city of e-commerce", Hangzhou took the lead in making changes last year, and on October 30, the Hangzhou judicial department issued an announcement on the public solicitation of opinions and suggestions on the "Compliance Guidelines for the Live Broadcast E-commerce Industry".
It is understood that the proposed compliance guidelines cover subject compliance, live broadcast account compliance, goods and services compliance, live broadcast marketing compliance, etc., pointing out that live broadcast e-commerce practitioners should strictly control the quality of live broadcast products, strengthen the review and control of live broadcast product selection, live broadcast selling points and other links, and do a good job in live broadcast monitoring to avoid anchors from violating laws and regulations in live broadcasts.
In terms of regulating the live streaming industry, Hangzhou has undoubtedly made a good start. In the face of new scenarios and new formats derived from live streaming, only by formulating strict standards from the macro level to restrain them can we truly eliminate the occurrence of chaos from the root cause and make the entire industry develop more healthily and sustainably.
Finally, as consumers, we should also remain vigilant, maintain rational consumption at all times, and should not blindly follow the trend to buy products recommended by Internet celebrities.
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