Live broadcast by Li Jiaqi
In addition to relying on net red self-discipline, e-commerce platforms and relevant departments should also take action to truly make the barbaric growth of "net red with goods" embark on the road of standardization.
At present, 'net red with goods' has become the standard configuration of many e-commerce platforms, and e-commerce is entering an era of' net red with goods'. Here, the "net red" of "net red with goods" refers to the net red famous for live selling goods on e-commerce platforms, short video platforms and so on.
Li Jiaqi, known as the 'lipstick brother', is a typical example. At present, he is the anchor of several e-commerce platforms. He has sold 15000 Lipsticks in 15 minutes. But recently, there was a problem with Li Jiaqi's live broadcast. When he brought goods to a non stick pot, the eggs stuck everywhere in the pot. The scene was very embarrassing, and some people questioned the quality of the goods.
In fact, many users have questioned the quality and after-sales problems of Li Jiaqi's recommended products, but the customer service is irrelevant. In addition, for Li Jiaqi shop sales of the largest mask, there are users and counters and official website to buy different.
This is just the epitome of the barbaric growth of 'net red with goods'. This has attracted the attention of relevant departments. Recently, the 'food and drug safety & lsquo; Four strictest & rsquo; At the "special action" press conference, Yang Hongcan, director of the law enforcement inspection bureau of the State Administration of market supervision, said that he would crack down on food safety violations implemented through the Internet, e-commerce platforms, social media, TV shopping columns and other channels. Although the special action focused on the food field, it also sounded an alarm for the whole 'net red with goods' model.
In this process, the e-commerce platform, as an important part of it, naturally needs to earnestly perform its regulatory responsibilities. Of course, for product quality problems, objectively speaking, e-commerce does have some shortcomings. After all, the platform is so large that it can only achieve procedural compliance in terms of procedures, and it is impossible to have someone stationed in every store and every product.
However, the role of the platform in interacting with users cannot be underestimated. For example, after receiving consumer complaints, the platform should not be biased. For the online celebrities who report and find false publicity, the live broadcast should be stopped immediately, and the 'private transaction blacklist' and 'false publicity blacklist' should be published regularly. If illegal clues are found, they shall also be strictly supervised and provided to relevant departments.
It is worth mentioning that another major aspect of the special law enforcement action is to crack down on 'swiping' and 'false comments'.
Not long ago, an entrepreneur complained about the news of the joint 'brush volume' of microblog big V and MCN institutions, so that the problems of 'online red with goods', Bill brushing, counterfeiting and so on reappeared in the public view. The online traffic is fake, and the quality of goods sold is naturally questionable. True net red, fame is hard won, there is flow, natural profit is a long stream; The fake net red, the traffic is fake, the behavior is more reckless and wants to make fast money, which has a greater probability of producing inferior products. Therefore, if the quality problem is the last link of the whole model, then the falsification of traffic and comments is the beginning of the chain.
In other words, the e-commerce platform may have some shortcomings in physical quality supervision, and its natural advantages are that it can investigate and deal with 'brush orders' and' false comments'. Compared with third-party organizations, only the platform knows the user's data and behavior best. Therefore, as long as the platform controls this source, it can greatly reduce product quality problems.
In short, in addition to relying on online Red self-discipline, e-commerce platforms and relevant departments should also take action to truly make the barbaric growth of "online red with goods" embark on the road of standardization.