Writing idea: It can be written that the epidemic temporarily froze offline sales, unexpectedly prompted the live broadcast to officially "go out of the circle" and became a sales channel considered by all businesses. "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 in the whole network, etc.

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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 supermarket; On the other hand, "live broadcast with goods" can often achieve the lowest price of the whole network, which bypasses traditional intermediate channels such as dealers and directly realizes the docking of goods and consumers.

especially for the anchor in online celebrity, the essence of live broadcast is to let the audience watch the advertisements, and it is necessary to provide the maximum preferential strength by means of "seconds kill" to attract consumers and stick to them.

Gao Feng, a spokesman for the Ministry of Commerce, said that "live broadcast with goods" can help consumers improve their consumption experience and open up markets for many products with guaranteed quality and service, but live webcasting must comply with relevant laws and regulations.

The epidemic has temporarily frozen offline sales, unexpectedly prompting the live broadcast to officially "go out of the circle" and become a sales channel considered by all businesses.

For traditional operators like Liu Lei and Qin Yulan, the core purpose is to "walk with one more leg" to cope with the changes in business environment through live broadcast. After taking the first step, they are actively studying new business rules and gameplay.

everything should be reconsidered. Offline allows consumers to personally feel the quality of goods, so as to sell a better price, online should consider how to break through in the price war; Online consumption loyalty is low, so how to position your "personal design" to increase stickiness has become a new knowledge; Online channel sales have a wide range of delivery destinations, 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 is not perfect. For example, the live broadcast requires high timeliness and it is difficult to align with the customer. If the customer is invited to watch the playback, the effect will be much worse, but she insists on continuing the live broadcast. "At least we are not forgotten."

The Beijing Internet Court once reminded that "self-produced and self-marketed" anchors have multiple identities, and they should comply with the requirements of the Advertising Law, the Consumer Protection Law, the Product Quality Law, the Food Safety Law and other laws on producers and sellers. This kind of anchor should pay attention to whether the products sold meet the product quality standards or food safety standards. Once the goods are "overturned", it means taking more responsibilities.

Take the most common provision of false advertisements in live broadcast propaganda as an example, and determine the legal liability 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, the anchor has not the only role. When it is characterized as an advertising spokesperson and meets certain conditions, it will bear joint and several liability with the advertiser according to the relevant provisions of the Advertising Law.