A sudden outbreak! Luo Yonghao and Li Jiaqi were "named"

昨天下午1时，一则#李佳琦刘畊宏等5位主播被点名 的话题冲上热搜第一。

据了解，这5位主播分别是疯狂小杨哥、李佳琦、刘畊宏、罗永浩、辛巴。

The "Report on Live Streaming Consumer Rights Protection Public Opinion Analysis Report" (hereinafter referred to as the "Report") released by Consumer Network, the Consumer Protection Law Research Center of the University of International Business and Economics, and the Beijing Sunshine Consumer Big Data Research Institute and other institutions pointed out that it involves relatively prominent public opinion such as false propaganda and product quality.

01、小杨哥、李佳琦、刘畊宏位列前三

It is understood that this report analyzes the consumer rights protection public opinion generated by seven major aspects of live streaming sales (i.e. product quality, false propaganda, uncivilized sales, price misleading, delivery, return and exchange, sale of banned goods, and inducing over-the-counter transactions).

Among them, the top three items with the largest proportion are: 45.75% of product quality, 37.82% of false propaganda, and 5.19% of uncivilized goods.

《报告》对共计14位主播直播带货消费维权舆情数据进行分析后发现，疯狂小杨哥、李佳琦、刘畊宏、罗永浩、辛巴这5位主播的相关舆情占比超过九成。

Crazy Brother Yang accounts for 29.27%

Next is Li Jiaqi, accounting for 28.49%

刘畊宏排第三，占比15.01%

Compared with 2021, Simba's public opinion on rights protection has increased, while the proportion of public opinion on rights protection of anchors such as Luo Yonghao, Sanda Ge, Dandan Xiaoben, Yu Dazi, and Lie'er Baby have decreased.

总的来说，疯狂小杨哥、李佳琦和刘畊宏3位主播的直播带货消费维权舆情占到七成多。

According to media statistics

The false propaganda and public opinion of Crazy Brother Yang and Li Jiaqi is relatively prominent

刘畊宏、罗永浩和辛巴的产品质量舆情则更突出

The price misleading of public opinion by Li Jiaqi and Luo Yonghao is even more prominent

Public opinion on shipping issues between Li Jiaqi and Simba is more prominent

Li Jiaqi's return and exchange public opinion is more prominent

The uncivilized public opinion of Crazy Brother Yang, Luo Yonghao and Simba is more prominent

This means that the problem of head effect still exists.

02. There is no bottom line for "monsters and demons"

"Where shortcuts and huge profits exist, there is never a shortage of desperate people who want to flock to it."

Whether it is a celebrity or an amateur, they continue to want to get a share of the goods through short video live streaming, as if this industry is a gold mine with extremely low threshold and endless access.

No wonder everyone says: At the end of everything, live streaming is the product.

Therefore, under the situation of wild growth, various "monsters and demons" have been bred, and they are moved by the smell of money.

Some of them sell fake products, some advocate "the lowest price on the entire network", and some use vulgar routines such as selling miserables and speculation, with the only goal of making money.

Not long ago, a video of "Uncle crying for 500 kilograms of cabbage for 30 yuan" became popular.

The publisher claimed to be a vegetable farmer, and the cabbage that was hard-working at home was bargained by wholesalers, and 500 kilograms of cabbage were sold for only 30 yuan.

In the video, Yang Tian cried bitterly and stomped his feet in a hurry, which made many viewers feel pity.

In fact, the video was confirmed by the publisher in person that it was a posing for the purpose of increasing fans. Not only did the vegetables at home not be sold at a low price, but were sold out.

Also last month's 315 also exposed a lot of "sad live broadcasting games" routines.

These anchors resolved disputes in various ways with a "justice" look, and without exception, they obtained products that were claimed to be able to cure diseases through chance and sold to the elderly who watched the live broadcast.

And these "magic medicines" are all ordinary foods.

These anchors who play "sons" specialize in cheating on the elderly are obviously suspected of false propaganda, which constitutes consumer fraud, and may even rise to criminal fraud.

The same thing happened in February this year.

When Gazi Xie Mengwei was broadcasting, he claimed that he would bring him a "big benefit" - a mobile phone with an original price of 8,999 yuan, and the live broadcast room was only 5,999 yuan, saving 3,000 yuan.

However, when I was uploading the link, I set the error of 5999 yuan to 1999 yuan. As a result, netizens started a rush to buy, and sales instantly reached more than 14,000 units. It made Gazi shout that he lost 98 million yuan.

In fact, the official price of this phone is only 1,880 yuan, which is 119 yuan cheaper than the price sold by Gazi.

In addition to this situation, there are also live broadcast rooms that do not play emotional cards and directly sell goods, but this cannot avoid problems.

Weiya, who recently "come back" in disguise, was also accused of selling counterfeit Supreme co-branded products in the live broadcast room;

Simba, who was named this time, was also deeply involved in the "bird's nest selling incident";

Luo Yonghao, who was "really rumored", also sold fake wool sweaters and finally paid three times the compensation;

...

Making money is not a mess at all, but if you don’t make money with professional ethics, it is definitely not a long-term solution.

03. "History will not treat anyone well"

"Many internet celebrity brands lack core competitiveness. Their fame often depends on innovation in marketing methods. There are no barriers to the product just looking at it."

In recent years, live streaming has been full of "low price stimulation" and "impulsive consumption". Although it has improved now, it is far from blocking the brains of speculators.

The live broadcast room creates an atmosphere that affects consumer decision-making, constantly telling you that "if you don't take action, you'll be gone" or playing emotional cards to sell miserably, so that consumers can place orders without having time to investigate the authenticity of the product.

Data shows that 37.3% of the respondents have encountered product quality problems during live shopping, but only 13.6% of the consumers have complained about their rights after encountering problems.

The low rights protection rate has further spread fakes, and it has also made these speculators exploit more and bigger loopholes.

But speculation is not a long-term strategy for business to maintain stability. Over-reliance on sidelines will only make oneself worse and worse.

Pinduoduo’s Huang Zheng once said that history will not treat anyone well, and the pain of every time period will be experienced.

The same is true for the short video live broadcast industry represented by Douyin. Live e-commerce will continue to maintain a rapid growth trend in the future.

As the rules and market continue to tighten and improve, merchants with a fluke mentality will only be eliminated by the times, while merchants that focus on core barriers such as products and services will surely shine!