Preface
Do you still remember last year's turmoil over "plum vegetables and meat buttons"? The disgusting pictures of "trough meat" exposed by CCTV have made people finally see clearly the dirty truth of some so-called "authentic food." What's even more surprising is that the top Internet celebrities Xiao Yang Ge and Dongfang Selection are also peddling these poor quality goods in the live broadcast room. This appalling scene of "wolf in sheep's clothing" finally angered the authorities and kicked off the prelude to the rectification of the live streaming industry.
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1. The live broadcast brought goods to rectify and exposed, and CCTV 315 ignited a storm of public opinion in one fell swoop
A storm of public opinion was ignited. This year's CCTV 315 party once again brought all kinds of chaos in the live streaming industry into the spotlight. With buckets of disgusting "slotted meat" on the table, consumers are finally seeing the dirty truth behind some of the so-called "authentic food".
This time, the CCTV reporter smashed Huanglong and pointed the finger at Fuyang, Anhui Province, an important town of plum vegetables and meat prefabricated dishes. In the picture, buckets of solidified black-red meat pieces were dug out by the workers, and the flesh was loose and exuded a pungent rancid smell. If you take a closer look, it turns out to be an inferior "trough meat" with a price of only 3 yuan a catty - this kind of inferior meat that has been soaked in sewage and mixed with swill and impurities has actually become the raw material for some unscrupulous merchants to make the so-called "authentic plum cabbage button meat"!
What's even more surprising is that in the sales channels of these merchants, there are live broadcast rooms of senior Internet celebrities such as Brother Xiao Yang and Dongfang Selection. With just a few words of exaggerated praise, it is easy to sell out the expensive "food".
People are heartbroken and ask where is the regulation of the live-streaming industry? Are they indifferent to the fact that the rights and interests of consumers have been seriously infringed upon? The cries of public opinion have finally condensed into a torrent, and the relevant government departments have no choice but to take action.
Second, the General Administration of Liangjian live broadcast to bring goods, three new regulations to bring down the "wind of bringing goods"
In a live broadcast not long ago, a well-known anchor blushed and shouted, "If you don't buy it today, you won't be able to buy it in the future!" When the audience heard this, they waved their hoes and took a few shots of a batch of so-called "world limited edition" bags. But who would have thought that this was a temporary label put on by a certain merchant, purely a scam used for hype?
Similar chaos has long been commonplace in the live streaming industry. Celebrity Internet celebrities have good looks and shouting, but they have never faced up to the essence of the goods. On the one hand, consumers are deceived by deceptive propaganda and do not know anything about the real situation of the product; On the other hand, unscrupulous merchants use this as a cover to take advantage of the situation and engage in their fakes.
Now, the State Administration for Market Regulation finally can't stand it. On April 9, the State Administration of China (SAMR) issued new regulations requiring that "who is bringing goods" and "whose goods are being brought" must be clearly stated when live streaming goods. However, it is clear that the introduction of the new regulations is aimed at reversing the current chaos and curbing the rampant situation of counterfeit and shoddy products.
Not only that, the CFDA also requires relevant platforms to establish a consumer rights protection mechanism to protect consumers' rights and interests such as the right to know, the right to publicize and the right to choose. This undoubtedly makes the old way of "making money by relying only on traffic and marketing" about to reach a dead end. In the not-too-distant future, the well-known good goods will come to the fore, and the "limited editions" that have nothing on the table will only disappear.
Once upon a time, the rise of live shopping was seen as a savior for traditional business models. But with the hype of the past few years, it has also bred too many drawbacks, which makes people sigh about the future of this industry. The new regulations have given the industry a "sobering agent", dispelled the disoriented ghosts, and finally supported consumers. But in the end, businesses and anchors need to fulfill their social responsibilities and win the favor of consumers with sincerity, so that the industry can survive for a long time.
3. Live streaming caused turmoil in the real economy, and netizens concentrated on calling for "homing and killing"
A new regulation has seen the light of day, and the chaos in the live broadcast industry has been fully exposed, and public opinion is in an uproar. At the same time, a call for the real economy has also spread rapidly on the Internet.
Have you ever noticed why the shops in the once bustling street markets are becoming deserted? It is only because the eyes of young people have long been attracted by those dazzling online anchors and their "hot styles". The loud shouting is no longer a familiar sight to the old neighbors. Instead, it was the exaggerated "hypnotic" selling of a certain Internet celebrity, so that it attracted the favor of too many people.
The "Internet celebrity economy" is booming, but the real economy is becoming more and more depressed. Once upon a time, shopping malls were crowded with people, and shopping became a major event for the whole family. But now, as long as you open a live broadcast room, someone will deliver what you want to buy, so why do you need to run around when you get old? As everyone knows, there are too many hidden dangers behind it.
It is not only the competition of the industry, but also has a huge impact on the life concept of young people. Once upon a time, high education and good jobs were the idols that people sought after. But now, just by selling anything, young people who don't know anything about the world can get rich overnight. Looking at those videos showing off their wealth, who is willing to study diligently and work hard? This kind of "flashy" exaggeration is hollowing out the bottom line of our social values.
The anger of netizens is understandable. Too many people have a longing to return e-commerce to the word "electronic" and let life return to its old plain appearance. But at the moment, live streaming does meet the needs of many people. Therefore, it is better to hope for the introduction of new regulations, so that the two economic forms can complement each other and prosper together. Paying equal attention to control and development may be the best policy.
Fourth, rationally regulate live streaming and live streaming, and work together with physical neighbors to coexist in harmony
As an emerging economic format, live streaming has indeed brought a major impact to the traditional real economy. But we should not focus only on its "harmfulness" and ignore the convenience it brings. A complete ban or strict restriction will inevitably lead to some suspicions of killing chickens and collecting eggs.
It is better to face it squarely, and through appropriate supervision, to "clean up the source" for its original intention. On April 9, the new regulations issued by the State Administration for Market Regulation are intended to make it clear that both merchants and Internet celebrity anchors must explain "who is bringing goods" and "whose goods are bringing". This is tantamount to putting a "tight spell" on live broadcasting, curbing those behaviors that abuse marketing methods and demagoguery.
Some may question that this is not thorough enough. However, it is undeniable that the relevant functional departments of the state are also guiding the live streaming industry to reshape its new image with a step-by-step attitude. Protecting the rights and interests of consumers and maintaining market order are all major prerequisites. Under this premise, e-commerce and the real economy can also complement each other and develop benignly.
As consumers, we're certainly happy to see that happen. After all, live streaming has brought a lot of convenience to our lives, and it is also a happy thing to be able to lie down and buy and buy on weekdays. However, the happier ones should be the quality is guaranteed and the price is fair. It would be great if the standardized live broadcast room could present us with genuine high-quality products.
At the same time, the regulation is not an all-round suppression of live streaming. E-commerce and the real economy are not necessarily a life-and-death relationship. Take a look at our neighborhood, there are takeaways, vegetable markets, supermarkets and supermarkets, each doing its own thing. As long as each other follows the rules of the market game and each gets what it gets, this is the best balance.
We should wish the industry to become more and more standardized, and the neighborhood merchants and neighborhood online stores can also live in harmony. Life will be enriched and people's needs will be better met as a result. In the end, this will only be an all-round good for the development of society as a whole.
5. How to keep up with the regulatory efforts of the new regulations on live streaming has kicked off?
The new regulations on live streaming have kicked off the prelude to supervision, but it is not enough to rely on a piece of paper. We have to ask, how to continue to strengthen supervision in the next step to ensure that the new regulations really take root and the chaos of the industry's savage growth will not recur?
The focus of supervision needs to fall on the anchor and the platform first. Now the problem is not only the exaggeration of individual anchors or product fraud, but the bigger culprit behind it may be the connivance and even instigation of the platform. In order to gain popularity, the review requirements of various platforms for anchor groups are becoming more and more relaxed, and they are full of many vulgar, exaggerated, and illegal phenomena. If this continues, no one will be a winner. Therefore, it is urgent to increase the review of all live streaming platforms and anchors to eliminate the phenomenon of "bringing goods" from the source.
Secondly, we must also guide consumers to establish a correct view of consumption. The reason why there are many fraudulent behaviors in the live broadcast room is largely because there are a large number of followers who are willing to follow the crowd and blindly follow. Once consumers remain highly cautious, seek verification of everything, and are not easily blinded by gimmicks, anchors will lose the soil for fraud.
In addition, self-discipline within the industry is also crucial. If the anchors just blindly chase traffic, ignoring moral integrity, they will only put themselves on the moral high ground in the end. Therefore, under the guidance of the new regulations, anchors must self-discipline with an honest and trustworthy attitude, and reform themselves in many aspects such as content marketing and fan management. Only by self-innovation of the industry will the implementation of the new regulations get twice the result with half the effort.
In the final analysis, how to standardize live streaming requires multi-faceted system engineering. With the joint participation of relevant departments, anchors, platforms, consumers and other parties, this savagely growing emerging economic format will gradually be standardized and orderly, live in harmony with the real economy and neighborhood, and benefit more consumers.
epilogue
Looking at the root cause of the chaos of live streaming, to a large extent, there is a lack of industry self-discipline and consumer rationality. Of course, we hope that through the improvement of laws and regulations, we can provide a solid institutional guarantee for the healthy development of this industry. But at the same time, anchors should also exercise self-restraint with an honest and trustworthy attitude, and reform themselves in terms of content marketing and social responsibility. As consumers, we should establish a correct concept of consumption and maintain rational cognition and judgment. Only with the concerted efforts of the government, enterprises, and consumers can the livestreaming industry be stable and far-reaching, become a benign supplement to the real economy, and bring more convenience and benefits to the public.