Wang Haixian sent a video saying that the gold bell jar high-speed mixer and meat grinder sold by Crazy Xiao Yang's live broadcast room are all empty electricity. Among them, the marked power of the high-speed mixer is 300W, but the actual power is only 105W, while the marked power of the meat grinder is 300W, and the actual power is only120 W. After the involved businesses "Zheng Jin Life Electric Appliances" and Crazy Xiao Yang Ge released a quality inspection report denying false propaganda, Wang Hai sent a video again saying that the waterproof coat sold in the live broadcast room of Crazy Xiao Yang Ge was suspected of false propaganda. At present, the State Administration of Market Supervision has been involved in the investigation.

In fact, this is not the first time that Wang Hai has launched an anti-counterfeiting campaign against the live broadcast anchor.

In recent two years, Wang Hai accused Simba, Luo Yonghao, Li Jiaqi and other anchors of selling bird's nest, shampoo, mouthwash and other commodities suspected of false propaganda, and repeatedly appealed to consumers who bought related commodities to claim compensation from the anchors.

When asked by the media why he frequently attacked the head anchor, Wang Hai said that the reason why he participated in cracking down on counterfeit goods was because online celebrities carrying goods had a platform to treat consumers too arrogantly. If he had been more sincere, these things would not have happened.

Although many disputes are ultimately caused by merchants taking off the goods involved, the head anchor frequently encounters anti-counterfeiting storms, which really reflects that live broadcast, as an emerging industry, has problems in product quality and publicity management. Some insiders pointed out that the anchor's ability to distinguish the quality of goods is insufficient. At present, there are many loopholes in the commodity supervision of the live broadcast e-commerce platform, and the punishment for the selling price is not enough. Consumers encounter the problem of selling fakes, and the cost of safeguarding rights is high, which gives many businesses room to make profits through selling fakes.

The head anchor sells fakes and hurts the platform.

According to the data of Feigua, on June 5438+065438+1October 15, Crazy Xiaoyang's live broadcast room ranked first in the anchor list, with GMV reaching 25-50 million and live broadcast sales reaching 500-750 thousand. In the last three months, the GMV of Crazy Xiao Yang Ge's live broadcast room reached 654.38+0-250 million, with an average GMV of 50-75 million. The smash hit Oriental featured live broadcast room is far less than the crazy Xiao Yang Ge on GMV.

Tik Tok e-commerce did not make any statement about the anti-counterfeiting storm that crazy Xiao Yang encountered. However, it is undeniable that as the highest anchor of GMV in Tik Tok e-commerce, the price turmoil of crazy Xiao Yang Ge also adversely affected the platform.

Crazy Xiao Yang's class is Simba, the head anchor of Aauto Quicker.

In June 2020, Aauto broadcasted a brother Simba faster and was questioned to sell fake bird's nest. Simba first denied the price, saying that the bird's nest sold was a qualified commodity. But then Wang Hai joined in and published many blog posts accusing Simba of selling bird's nest-flavored drinks instead of bird's nest. Consumers can ask for a refund of one for ten. Wang Hai's participation made Simba sell fake bird's nest quickly fermented. The test report he produced showed that the instant bird's nest product that Simba sold was sugar water, which gave Simba a fatal blow.

Since then, Guangzhou Baiyun District Market Supervision Bureau intervened, and the investigation confirmed that Simba was suspected of false propaganda of bird's nest sales, and fined him 900,000 yuan. At the same time, the Simba team refunded 6 1.983 million yuan to consumers.

It is reported that at an internal meeting of A Auto Quick, Su Hua, then CEO of A Auto Quick, said that he would permanently ban Simba. But in the end, Aote punished Simba more quickly and banned him from using his account for 60 days. Some live e-commerce practitioners pointed out that Simba grew up under the old iron culture of Aauto quickless, and its fans are highly sticky and more closely bound to Aauto quickless. At that time, if A Auto Quick permanently blocks Simba, it will also have a great impact on A Auto Quick's e-commerce GMV. Simba and Aote Fast won both honors and failures.

However, the above-mentioned people believe that Tik Tok has more initiative in traffic distribution than Aauto Quicker, and its binding relationship with the head anchor is weak. The follow-up of the crazy Xiao Yang Ge price storm is likely to be that Tik Tok gradually weakened its influence and turned to support the new head anchor.

After Simba, Aauto Quicker also intentionally weakened the anchor's private domain traffic, which not only improved the platform's ability to control traffic, but also weakened the damage caused by the head anchor rollover to the platform.

However, selling fake anchors has become a problem that cannot be ignored. The black cat complaint platform shows that at present, consumers have more than 5,000 complaints about Tik Tok e-commerce and more than 700 complaints about A Auto Fast e-commerce, involving shoddy, false marketing, and selling three products.

The most obvious problem of selling fake anchors is that many consumers place orders because they trust anchors, but some anchors use consumers' trust to make profits, exaggerating the efficacy of products or using extreme words in the process of live broadcast. This is mainly because live e-commerce is a new thing, the rights and responsibilities of the platform and anchor are unclear, and the regulatory measures of the platform are also improving.

Tik Tok automobile quickly stepped up efforts to rectify e-commerce live broadcast.

This year's live e-commerce sales accidents occurred frequently. In addition to the head anchor, Stephy, Cecilia Cheung and other stars are also frequently reported. Platforms such as Tik Tok and Aauto Quicker have also stepped up efforts to rectify the problem of selling counterfeit products through live e-commerce.

Since July, Tik Tok has successively launched special actions to crack down on the sale of "three no goods", engage in false marketing and crack down on the sale of counterfeit and pirated goods, and imposed penalties on the anchor, such as aggravating credit deduction, suspending or permanently closing the product sharing function. During the "Double 1 1" period, Tik Tok e-commerce also launched the "Special Action to Combat the Sale of Inferior Down Jackets", banning 3349 1 piece of illegal down jackets, retiring 522 related shops, punishing 596 related businesses and shutting down 149.

The person in charge of Tik Tok e-commerce told Interface News that the quality and safety of goods are the most concerned issues for consumers. Tik Tok e-commerce attaches great importance to this and always maintains comprehensive management of goods and business. The platform is committed to creating a good shopping environment for consumers and building a relatively perfect governance system from the aspects of technology, rules, testing and special governance.

In addition to special governance actions, Tik Tok e-commerce has also achieved full-link governance of all commodities through technology upgrading, enhanced sampling inspection and "factory inspection and warehouse inspection" mode. In 20021year, illegal products were intercepted for more than 9 1 10,000 times, more than 5.8 million illegal products were actively cleaned up, and more than 3.2 million risky products were removed from the shelves.

In addition to continuously optimizing the whole process of commodity monitoring mechanism and improving the infrastructure construction of commodity supply chain, Aauto Faster e-commerce also tries to establish a commodity governance system with all sectors of society. For example, let consumers participate in judging and voting at any time while watching the live broadcast, and help the platform find and feedback suspected counterfeit and shoddy goods in time. Realized the real-time identification of selling fake goods in the live broadcast room and the real-time response of high-level reporting of fake and shoddy goods.

In 20 18, Pinduoduo, as a new e-commerce platform, also encountered a storm of selling fake goods. Pinduoduo used a very radical way to crack down on counterfeit goods: once the background data found that a product was complained by a large number of users, the "mysterious buyer" in Pinduoduo would place an order to buy the product, record the unpacking video after receiving it, and submit it to the relevant appraisal agency for appraisal. If identified as selling fakes, businesses will be punished by several times their sales, and many businesses selling fakes will be punished to ruin, and the quality of goods in Pinduoduo has also quickly reached a higher level.

After a series of fake sales incidents, the live e-commerce platform may also need to crack down on fakes in a more radical way.