The latest news, on April 9, at the regular policy briefing of the State Council held by the Information Office of the State Council, Guo Xu, director of the Law Enforcement and Inspection Bureau of the State Administration for Market Regulation, introduced: Although live streaming has innovated consumption scenarios and enriched consumer supply, due to factors such as "front and backstage" subjects, long chain of "people and goods yards", difficult management of "online and offline", and difficulty for consumers to provide evidence, problems such as false marketing, mismatched goods, and difficulties in returning goods are more prominent.
In the past five years, the scale of the live broadcast e-commerce market has increased by 10.5 times, and at the same time, the increase in complaints and reports due to quality problems and poor after-sales service has also increased by 47.1 times, which is significantly higher than that of traditional e-commerce, indicating that the development and standardization are still unbalanced.
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So, are e-commerce products really so unbearable?
In fact, in the author's experience, e-commerce products should be divided into two categories
First, traditional e-commerce: traditional e-commerce based on Taobao and Jingdong, this kind of e-commerce has been developed for a long time, the pre-sales and after-sales systems are perfect, and the price has obvious advantages over physical stores, so you can rest assured when buying on these platforms. Even if you're not satisfied, it's even more convenient than a brick-and-mortar store when it comes to returns.
The second is live streaming: At present, live streaming has emerged, and all kinds of APPs have opened live streaming functions, including Douyin, Taobao, and even WeChat. In the author's comprehensive experience, if it is a well-known anchor who brings goods, the cost performance of things is often not high!
The same product is even more expensive than placing an order directly on Taobao. Because the more famous the anchor, the more expensive the "pit fee", that is, the appearance fee, is bound to increase the unit price of the product in order to make a profit.
In order to increase profits, but do not want to be too high (after all, most consumers are very sensitive to price), and deliberately launch an "e-commerce special version" to do something about product quality or content. Of course, consumers don't know.
Plum cabbage meat incident
On the other hand, some amateurs do clearance or label cutting live broadcasts, and there are often only 1 or several pieces of a product, and the cost performance of this kind of product is still relatively high. Of course, it is also necessary to pay attention to the screening of fakes.
Therefore, it is recommended that you do not blindly follow the trend when buying products in e-commerce. At the same time, try to choose a larger platform, such platforms at least return and exchange is guaranteed.
In addition, there is also good news that the "Regulations for the Implementation of the Law of the People's Republic of China on the Protection of Consumer Rights and Interests" will come into effect on July 1, and in the future, live streaming must make it clear "who is bringing goods" and "bringing whose goods", which is also the premise and bottom line of marketing. In other words, it is not just about bringing goods to make money, you must understand the products with goods and be responsible for the products with goods!
The person who carries the goods can't just take the benefits and not take responsibility!
It seems that the country has also seen the chaos of live streaming and is looking forward to the official implementation of the "Regulations".
Ladies and gentlemen, have you ever bought anything in the live broadcast room? Have you ever "stepped on thunder", share it with everyone to "avoid pits", hehe