Live streaming sales earn tens of millions per month? Is the revenue of 15 million in the six-year period? What did they do

      Benefiting from the epidemic, short video live broadcasts once became popular all over the world. While growing wildly, many fraud incidents emerge one after another, and the live streaming market for goods seems to be in a hot spot.

      In August 2020, Liao, who had 500,000 followers, sold goods in the live broadcast room as usual. She was still trying hard to explain the situation last second, but in the next second, several policemen appeared...

      Of course this is not a scripted reality show, but a real arrest.

Verdict! 3 years 4 months

      Two months before the arrest, Shanghai Hongkou police received a report that an anchor sold fake goods in a live broadcast room of an e-commerce platform . After a series of investigations, the police soon locked in the "Internet celebrity" anchor Liao and his team, and found that the team was obviously suspected of selling fake products...

      Liao was once a graphic model. He signed a contract with an economic company in 2017 and became a live-action anchor. With his fashionable sense of smell and unique clothing matching, Liao achieved remarkable results in just three years, with an average of more than 200,000 live viewers and a seven-digit average sales, becoming the top anchor.

Source of Liao's fans: Internet

      With the increase in fans and popularity, some counterfeiting manufacturers have followed suit and paid high appearance fees to let Liao bring goods and give him a commission based on sales.

      If Liao's live broadcasts for more than 10 hours a day, her average daily income can reach 30,000-40,000 yuan, and her annual income can exceed 10 million yuan.

      Therefore, under the temptation of money, Liao sold all fake goods with big brand logos such as LOEWE, DIOR, CHANEL from March to August 2020, with a sales amount of nearly 700,000 yuan.

      During the live broadcast, Liao did not directly say the brand name, but instead used the names of "Grandma Xiang" and "Dujia" and other edge balls, and sold them at a price of dozens or even one-cent of the genuine product. It is obvious that Liao is selling fake products.

Related news source: Internet

      Liao choked up a little when confessing the case, "When displaying the product, most merchants will tear off the logo and then we wear it on our bodies to display it. I mainly guide fans through matching. We are really too weak in legal awareness and sincerely admit our mistakes."

      Ironically, in order to evade supervision and investigation, Liao's team will delete all links and videos related to fake products after the live broadcast.

      Knowing that there is a tiger in the mountain, I tend to go to the tiger mountain, which is probably depicting Liao's lucky mentality.

      The act of selling counterfeit goods has crossed the red line of the law . On June 29, Liao was sentenced to three years and four months in prison and a fine of RMB 400,000 for selling counterfeit registered trademarks.

      Except for Liao, other team members were sentenced to fixed-term imprisonment ranging from 2 to 3 years and fined between 5,000 and 50,000 yuan.

      At this point, the first case of live broadcast of Internet celebrities selling fake goods in Shanghai was solved.

The live broadcast world full of chaos

      If you remove this "thorn" from Liao's team, will the live broadcast industry be smooth?

      For many netizens, selling fake goods on live streaming has become commonplace. Via once sold a halter fan in the live broadcast room, claiming that the product was a joint model between the authentic domestic brand and Supreme. But in fact, Supreme brand has not jointly established with any domestic brand. The so-called joint brand is a counterfeit Supreme brand and cooperated with this halter fan.

      Afterwards, Weiya apologized for the matter and asked the merchant to refund all purchasers without returning the goods .

The price of halter fan is 198 yuan Source: Internet

      Simba, who is also the top anchor, once sold a "sugar water bird's nest" in the live broadcast room. Some consumers questioned that this product only has sugar water but no bird's nest. In order to verify the authenticity of the product, Simba opened several cans of "sugar water bird's nest" in a row and took out a product inspection report to show his innocence.

      Finally, relevant regulatory authorities intervened. Simba and his team were fined 900,000 yuan and their live broadcast account was banned for 60 days. At the same time, Simba said that she would recall all bird's nest products sold in the live broadcast room and assume the responsibility of refunding one and paying three, totaling 61.983 million yuan. As of December 6, 2020, they have completed nearly 24 million yuan in compensation to 27,270 consumers.

Simba and Bird's Nest Source: Internet

      In addition, the anchor may also become a tool person who is caught in the shooting. In November last year, Luo Yonghao said that the cardigan brand sold by the "Pil Cardin" brand was fake and he was cheated by the forged documents provided by the supplier. To this end, Luo Yonghao paid 3 times the compensation to the consumer.

      The rise of an emerging industry will inevitably be accompanied by various hidden dangers. As a live-in anchor, he is a profession that can empower the brand . Many consumers consume because of the influence of the anchor. If the trust you paid is discarded at will, then the anchor’s own credibility is thrown into the trash along with the trust.

      To this end, the regulatory authorities have taken heavy blows and issued various regulatory regulations. Regarding the act of selling counterfeit goods, Article 214 of the Criminal Law of China stipulates that if the sale of goods that are known to be counterfeit registered trademarks and the amount of illegal income is large or there are other serious circumstances, the person shall be sentenced to fixed-term imprisonment of not more than three years and a fine ; if the amount of illegal income is huge or there are other particularly serious circumstances, the person shall be sentenced to fixed-term imprisonment of not more than three years and not more than ten years and a fine.

What you sell live broadcasts is not necessarily "goods"

      As live broadcast supervision gradually matures, the phenomenon of live broadcast selling counterfeits will definitely be curbed. But in addition to selling goods, live broadcasts also have character designs that can be sold...

      Is the death of the mother and her three children due to a nanny arson in Hangzhou in 2017? The hero of the incident, Lin Shengbin, received over 100 million yuan in compensation, but did not give a share of alimony to his deceased wife's parents. The affectionate character he created has been broken into "scrap" by reality.

      From "deep affection" to "defiant affection", Lin Shengbin fell from the highest point of morality and fell to the bottom. Many netizens hate that they were moved by Lin Shengbin's "deep affection" and became his tool for making money.

      Lin Shengbin's "scar literature" stands up his "feeling" character by meticulating pictures and carving words.

      While gaining huge exposure, he whipped up his rush. A children's clothing store called "Tongzhen Life" was opened on Taobao, which means commemorating the deceased wife and three children.

      Many netizens came here to hope to use their strength to support this "ripped and ill" father Lin.

Lin Shengbin in the live broadcast Source: Internet

      In 2019, Lin Shengbin opened a live broadcast room to sell goods, allowing four million fans to voluntarily pay for it. Feigua data shows that from January 4, 2021 to July 2, 2021, Lin Shengbin brought 14 goods in half a year, with sales reaching 14.977 million.

      Lin Shengbin was lying in his arms, recalling his old friends with netizens, and was sad in front of the camera. He once said, "My wife and children are the four favorites who have left. What money do I want alone?"

      Is it ironic?

      It is indeed natural and understandable to use one's own influence to make money, but it is not advisable to use hypothetical figures to gain traffic and deceive netizens' sympathy!

      Today, when live broadcasts can be performed with a mobile phone or a computer, we can only see through a small screen, see what others want to show you, and think this is the whole world.

      But after leaving the Internet, who is your favorite anchor?

      A business that sells fake goods and concave personalities can indeed make money, but every time you make a penny, you will lose someone who trusts you. Such a business will not last long. You are consuming your own blessings. If the blessings disappear, the company will no longer exist.

      Today's society is different from the past. After the material living standards are greatly met, the overall needs of human beings have entered the stage from having to being excellent. Today's business logic is no longer to make good products, and you can sell them if you have goods, but to operate trust. Trust is the cornerstone of the survival of enterprises in the future. It has gained the trust of consumers, and repurchasing products is not a problem .