According to the survey results, over 60% of the respondents often shop through live broadcast, and cosmetics and food are the most purchased through live broadcast. E-commerce platforms such as Taobao and JD.COM are still the main channels for live broadcast, while short video platforms such as Tik Tok, Aauto Quicker and Little Red Book are developing rapidly.
The survey results show that the top three platforms of respondents' live consumption experience are Taobao, JD.COM and Pinduoduo, accounting for 53.69%, 52. 16% and 40.23% respectively. The number of respondents who have lived on short video platforms such as Tik Tok, Xiaohongshu and A Auto Express has reached 24.3%, 22.03% and 14.73% respectively.
Suggestions of Beijing Consumers Association and Hebei Consumer Protection Committee:
Enterprises with live broadcast platforms should improve their own regulatory measures and punishment methods, strengthen autonomy and self-discipline, and strengthen ecological governance and audit of the whole process of live broadcast transactions from the aspects of recruitment, commodity sampling, marketing promotion, commodity evaluation, violation management, after-sales guarantee and dispute judgment. Severely investigate and deal with all kinds of fraudulent behaviors such as popularity fraud and comment fraud, as well as all kinds of private transactions such as induced transactions, false transactions and evasion of safety supervision to protect the legitimate rights and interests of consumers.
Relevant departments should strengthen the supervision of live broadcast of commodities. It is necessary to seize the key regulatory targets such as celebrities and online celebrities, and let them bear the responsibility commensurate with the flow. For example, if there are false or misleading propaganda behaviors, they should bear corresponding responsibilities in accordance with the Anti-Unfair Competition Law; If it constitutes a commercial advertisement, it shall bear relevant responsibilities according to the Advertising Law. At the same time, increase the exposure of illegal live broadcasts of goods and include them in the credit blacklist according to the severity of infringement.
The above content refers to the Beijing Daily client-the survey shows that the number of complaints about live broadcast with goods has increased significantly this year, and network celebrity anchors should also bear the responsibility?