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"Live broadcast with goods" is more interactive and friendly, and consumers can communicate and even bargain with sellers like in a hypermarket; On the other hand, "live broadcast with goods" can often achieve the lowest price of the whole network, bypassing traditional intermediate channels such as dealers and directly realizing the docking of goods and consumers.
Especially for network celebrity anchors, the essence of live broadcast is to let the audience watch advertisements, and it is necessary to provide the greatest preferential strength in the form of "seconds kill" to attract consumers and stick to it.
Gao Feng, spokesman of the Ministry of Commerce, said that "live broadcast with goods" can help consumers improve their consumption experience and open up sales for many products with guaranteed quality and guaranteed service, but webcasting must comply with relevant laws and regulations.
The epidemic temporarily froze offline sales, which unexpectedly prompted the live broadcast to officially "out of the circle" and became a sales channel considered by various businesses.
For traditional operators such as Liu Lei and Qin Yulan, the core purpose is to "take one more leg" to cope with the changes in the business environment through live broadcast. After taking the first step, they are actively studying new business rules and gameplay.
Everything has to be reconsidered. Offline allows consumers to personally feel the quality of goods, so as to sell better prices, and online should consider how to break through in the price war; Online consumption loyalty is low, and how to position your "personal design" to increase stickiness has become new knowledge; There are a wide range of delivery destinations for online channel sales, so it is necessary to redesign the packaging suitable for long-distance transportation and small families and find a reliable and cost-effective logistics.
After a period of trying, Liu Lei found her own rhythm. She reduced the number of live broadcasts, improved the quality of live broadcasts and even prepared to decorate a special live broadcast room. She realized that the live broadcast was not perfect. For example, live broadcast requires high timeliness and it is difficult to align with customers. If the client is invited to watch the replay, the effect will be much worse, but she insists on continuing the live broadcast. "At least we are not forgotten."
Beijing Internet Court once reminded that "self-produced and self-sold" anchors have multiple identities. In addition to the requirements of the Advertising Law, we must also abide by the relevant provisions on producers and sellers in the Consumer Protection Law, the Product Quality Law and the Food Safety Law. Such anchors should pay attention to whether the products they sell meet product quality standards or food safety standards. Once the goods "roll over", it means taking on more responsibilities.
Taking the provision of false advertisements, which is the most common in live broadcast propaganda, as an example, the legal responsibility is determined because of the legal role of the anchor, so as to judge whether it is necessary to bear joint liability. As the main body of promotion, anchor has no unique function. When it is identified as an advertising spokesperson and meets certain conditions, it will be jointly and severally liable with the advertiser according to the relevant provisions of the Advertising Law.