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"live streaming commerce" did not attend the "315" party, but need to apologize to the down industry

2021-03-18     来源：ZAKER新闻、天下网商等     浏览量：2722

This year’s "315" party seems to have attracted special attention. Certain industries or specific companies have long been included in the "315" black list in the minds of consumers. Among them, the call for "live streaming shopping" is the highest.It can be said that the "315" party was pushed to a climax by the incident that "80% of down jackets purchased online were not up to standard".

However, the high-profile "live streaming shopping" related exposure did not appear in the feature film of this year's "315" gala. It only appeared on CCTV 2 sets and CCTV news channels before and after the gala.

In fact, if you take a closer look at the theme of this year's "315" gala "boost consumption from the heart", then this result is not surprising. But seeing the apology letters issued by companies that have been exposed such as 360, UC, Zhaolian Recruitment, 51job, it is obvious that the "live streaming shopping" needs to apologize more.

In fact, "live streaming shopping" not only needs to apologize to consumers, but also needs to apologize to the down industry.In the typical cases of "315" in various places, the probability of occurrence of bad down products is almost linked to "live streaming shopping", and the impact is not negligible.

The Shanghai Consumer Protection Commission was in the "Kwai APP" platform "Yomijia Home Textiles" live broadcast room, and simulated consumers buying a pink "flat duvet" for 299 yuan.During the live broadcast, the anchor declared that "it is duck down, and every silk is down." After actually receiving the goods, it was detected that the down content of this duvet was only 4.4%.

On March 12, the overall data on consumer complaints and reports and consultations issued by the State Administration for Market Regulation in 2020 showed that 21,303,200 complaints and reports and consultations were accepted throughout the year. Among them, 2.0332 million were reported on online shopping.

On the national 12315 platform, a total of 25,500 "live broadcast" complaints and reports were received in 2020, of which "live streaming shopping" accounted for nearly 80%, an increase of 357.74% year-on-year. Problems such as inadequate control of product quality, use of "limit words" to guide consumers to impulsive consumption, and difficulty in guaranteeing after-sale returns and exchanges have emerged one after another.

There are too many fakes for "live streaming shopping"！On March 15th, at the 31st "March 15" Gala of China Central Radio and Television, the State Administration of Supervision and Administration announced the official release of the "Measures for the Supervision and Administration of Online Transactions".It will come into effect on May 1, 2021.

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