The 2024 "Double 11" promotion will be opened
The reporter of "China Consumer Daily" found that the investigation
Some e-commerce anchors played
A new trick of "false price breaking".
"Liu Yuanyuan's live broadcast room" is unreliable
The anchor's passionate words fool consumers into placing orders
Breaking the price, that is, breaking the general normal price. A few days ago, some consumers reported to reporters that the well-known anchor Liu Yuanyuan claimed to break the price when he promoted a learning machine in the live broadcast room was suspicious.
Where is the suspicion of this price breaking?
entered Liu Yuanyuan's live broadcast room twice to investigate
On October 11, a screenshot of Liu Yuanyuan's live broadcast room. Profile picture
At 8 o'clock in the morning on October 12th, the reporter saw in Liu Yuanyuan's live broadcast room that the anchor passionately introduced the huge value of this learning machine, and then shouted "How much do you think it's worth?" He set the price at 4399", and said that "no one has lowered the price, no one has broken the price", "many people have bought it, and it is not 3999 to the end". At the same time, the anchor showed an enlarged screenshot of the same product sold on the flagship store of the learning machine on other e-commerce platforms on October 7, on this screenshot, the price "4399" was enlarged and highlighted, but the final transaction price was blocked.
Screenshot of Liu Yuanyuan's live broadcast room on October 12. Profile picture
so
This learning machine is available on other online shopping platforms
How much money does it cost?
October 11
Reporters were on Tmall and JD.com
I checked the price of the same product
👉 In the Tmall flagship store of the product, the product sales page shows that you can enjoy "100 off the gift coupon over 4000" and "¥3999 after the coupon and ¥4099 before the discount". The customer service staff of the store told reporters that this product was launched on August 29, and the price has been 3999 yuan so far, and sent a screenshot of the product sales page to the reporter, which shows "the first price of the new product is ¥3999".
👉 In the Jingdong self-operated flagship store of this product, the product can enjoy "120 off over 3500", "100 off for 2000 coupons" and "¥3779 at hand". The store's customer service staff told reporters that since the product was launched, the price has been the highest 3999 yuan.
The reporter also found
While on a live stream
The anchor constantly emphasizes the cash coupons
Scarcity and sought-after heat
In addition to "limited to 300 orders", "the last 99 coupons", and "grab one less one", he also emphasized many times that "yesterday (referring to October 11) was not broadcast because the cash coupon was spent", and the voiceover then replied "Spent out". The anchor also said, "No one dares to send broken screen insurance, right, is broken screen insurance particularly expensive?" Sister Yuan'er's live broadcast room specially applied for a subsidy of a broken screen insurance worth 799", "Sister Yuan'er gave my fans a broken screen insurance alone, worth 799".
Is it really so difficult to grab coupons in the live broadcast room?
The reporter's investigation found that on the evening of October 11th, after Liu Yuanyuan went off the air, there was still a sales link of the learning machine in the window, and the reporter opened its sales page many times, all showing "full 3500 minus 120", "¥3999 coupon after ¥3879", "full 3500 minus 120 double 11 computer digital first coupon" can also be received.
In the JD.com's self-operated flagship store of the product, the sales page indicates "Contact customer service to receive the broken screen saver after receiving the goods", and the type and quantity of gifts replied by the customer service staff are the same as those promised by Liu Yuanyuan's live broadcast room.
Single-price competition is difficult to sustain
"False price breaking" infringes on the rights and interests of consumers
The reporter learned that the live broadcast e-commerce platform has issued corresponding rules for the problem of false price comparison, stipulating that the compared price recognized on the platform is limited to four types: the manufacturer's suggested retail price, the official website retail price, the tag price, and the pricing, and the corresponding vouchers are required. In other words, price screenshots of other e-commerce platforms cannot be used as valid vouchers. Since then, although the wind of false price comparison in the live broadcast room has been curbed, price misleading still often appears in the live broadcast room, and "false price breaking" is one of them.
For example, an anchor once claimed in the live broadcast room that the cosmetics of "399 one bottle" and "999 three bottles" were given benefits to fans in the live broadcast room due to "Mid-Autumn Festival Special" and "Award-winning Special", and 5 bottles could be obtained at the same price, and said that "this price is really not available in the future". But in reality, the product in question is sold in the window for 5 bottles at the same price all year round. In order to circumvent the corresponding price monitoring, sometimes the product sales title is marked with "5 bottles in hand", and sometimes only "5 bottles are auctioned out" in the product details page.
Tang Jiansheng, deputy secretary-general of the Shanghai Municipal Consumer Rights Protection Commission, told reporters: "Although the scale of the live broadcast marketing market is still growing rapidly, the traffic of top anchors has declined. Tang Jiansheng pointed out that in this context, the single competitiveness makes low prices the most important means for anchors to maintain traffic and attract consumers.
There are three main manifestations of "false price breaking":
First, some products are mainly shipped in the live broadcast room, and the price will be marked at a high price in the usual sales link, thus creating the illusion that the price of the live broadcast room is greatly broken;
the second is that the goods are specially produced for the live broadcast room to break the price, leaving room for breaking the price in terms of cost;
The third is the same as the daily sales price, but it claims to be broken.
"The dishonest behavior of anchors not only infringes on consumers' right to know, choose and fair trade, but also greatly reduces the credibility of anchors." Tang Jiansheng believes that a single low-price competition is also an important reason why anchors have overturned one after another and consumers have waited and watched. Such low-price competition is not sustainable.
"False price breaking" is price gouging
Consumers should shop rationally
Lu Laiming, a professor at the Law School of Beijing Technology and Business University, told reporters: "This kind of behavior in the live broadcast room is a false discount, false price comparison and the use of misleading language to indicate other price information. These behaviors violate the legal system such as the Price Law and the Provisions on Clearly Marking Prices and Prohibiting Price Fraud, and are price fraud, and consumers can demand that operators bear punitive damages in accordance with the law. ”
Tang Jiansheng reminded consumers that they should be rational and objective when shopping, do not pursue the so-called lowest price, get what you pay for, and investigate and understand more detailed information such as commodity conditions, trading conditions, and preferential activities.
Questionnaire survey on short videos and live streaming
Produced by the New Media Editorial Department of China Consumer Daily
Source: China Consumer News · China Consumer Network
Reporter / Sang Xueqi
Editor/Li Xiaoyu
Producer/He Yongpeng, Ren Zhenyu
Internet News Information Service License: 10120170022
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