Live delivery of goods will have rules and evidence to follow, officially ushering in the development of standardization
Hangzhou Daily News In recent years, with the continuous development of the Internet economy, the live broadcast industry has ushered in a period of opportunity and has become a new way of socializing and spending into millions of households. The “Double 11” shopping festival is approaching, and major e-commerce platforms are also rushing to sell goods live. However, chaos such as live broadcast rollovers, constant fakes, and price increases and discounts have also been heard from time to time. Recently, the Market Supervision Bureau of Shangcheng District, Hangzhou City carried out special inspections on live broadcast e-commerce companies.
“The current unit price of this baby food supplement is 46 yuan. It can be seen from the background data that its transaction price for the past year is also 46 yuan. The price has not changed. This product will participate in the’Double 11′ event. The platform is fully reduced across stores, and the relevant information clearly indicates that consumers are in compliance with relevant regulations.” At an e-commerce live broadcast base in Jiubao, law enforcement officers randomly inspected several large e-commerce live broadcast companies and passed inspections on a variety of hot-selling products. Check whether there are problems such as “price increase first and then price reduction” or “fancy marketing”.
Jiubao is one of the hottest e-commerce live broadcast bases in Hangzhou. There are about 600 Internet celebrity incubation and marketing platforms (live streaming companies) and a large number of e-commerce anchors (web celebrities) in various business parks and office buildings. Anchor), brand agents and supply chain companies.
The sales volume of cosmetics during the “Double 11” is huge, and they are also the most popular among beauty lovers, but there have been many complaints. Law enforcement officials focused spot checks on some cosmetics on sale.
“Special-purpose cosmetics need to be clearly indicated to consumers. Whitening, concealer, sun protection, and hair dyeing perm, etc., belong to the scope of special-purpose cosmetics. The content of the corresponding ingredients is different from ordinary cosmetics. For companies , Is to pay attention to the real information to consumers.” Law enforcement officers gave administrative guidance to the person in charge of an e-commerce platform. If it is a general purpose cosmetics, it cannot be claimed to have special effects such as whitening and sunscreen during advertising or live broadcast, otherwise it is false publicity.
In the warehouse of a live e-commerce company, law enforcement officers randomly inspected some of the best-selling goods, checked their purchase sources, qualification certificates, inspection reports, etc., and found no violations of laws and regulations. At the same time, law enforcement officials require e-commerce platforms to improve their quality control mechanisms and strictly enforce standards to prevent counterfeit and inferior products from entering the live sales channel.
Industry governance, standardization first. As an emerging industry, live broadcast e-commerce is inseparable from a fair and standardized market environment and industry self-discipline for its long-term development. In recent years, in order to continue to promote the sustainable development of the live broadcast e-commerce industry and regulate all kinds of chaos, Zhejiang Province has first promoted the construction of “green live broadcast rooms”. As the first batch of pilot units, Shangcheng boldly innovated, formulated the “Green Live Broadcasting Room” Star Rating Measures, carefully nurtured 20 “green live broadcast rooms”, and declared the Hangzhou local standard of the “Green Live Broadcasting Room Management Regulations”. In the future, there will be rules and evidence to follow for live delivery of goods, which will officially usher in the development of standardization.
Source: Hangzhou Daily Author: reporter Zhu Jingjing, correspondent Liu Wei Editor: Wang Hao