Serious utilitarian thinking, lack of professional knowledge and accomplishment, and even deliberate fraud, these negative factors * * * together promote the formation of four problems, such as after-sales, product quality, false/misleading propaganda and customer service attitude, which have become dazzling chaos in the prosperous scene of the live broadcast industry. At present, the industry as a whole is still in the stage of extensive development, and the chaos of "cutting leeks at will" needs to be strengthened by relevant departments and platforms. Consumers and enterprises/businesses also need to polish their rational eyes and avoid blind into the pit.

first, the consumer's perspective

generally speaking, this kind of live delivery is aimed at pursuing short-term sales, and it is a means to incite consumers' impulsive shopping emotions. In the sales process, the anchor and customer service "cover" each other to avoid the key issues raised by consumers. After the after-sales problems occur, the anchor, customer service and platform "kick the ball" to shirk their responsibilities.

1. entice consumers to watch the live broadcast in the form of "lottery". However, after winning the prize, they are unwilling to cash it for various reasons, and the customer service is unwilling to reply positively.

2. "Grab half price" goods as a gimmick to attract consumers to snap up, but after consumers grab the goods, they will refuse to deliver them for various reasons such as abnormal orders.

3. Take "big discount" and "price difference" as gimmicks to attract consumers to buy in a limited time. During the live broadcast, the anchor will guide consumers to take screenshots first, then place orders, and finally ask customer service to refund the price difference. However, it is difficult for consumers to "refund the price difference" after purchase, and it is often the machine customer service that receives consumers. In the end, consumers mostly "retreat because of difficulties" in the "refund of price difference" link, and buy goods at the original price.

4. Goods sold by live broadcast, such as jewelry, jade, porcelain, wenwan and watches, were identified as fakes by a third organization, but the merchants refused to fulfill the promise of "fake one loses X", making it difficult to refund the goods. Most merchants pretend to delay in the negotiation process, and then disappear from the platform after the "harvest period".

5. The content of after-sales customer service is inconsistent with the commitment of the live broadcast room, and the possible after-sales problems are selectively ignored when the live broadcast room sells goods. And after-sales customer service or cunning excuses, or arrogant attitude, questioning consumer feedback, slandering consumer character, completely ignoring the questions raised by consumers, and even directly blackening consumers. In other cases, only the machine customer service is dealing with it mechanically after sale.

6. The anchor guides consumers to bypass the platform for private transactions, which completely separates the transactions from the supervision of the platform, resulting in consumers having no way to sell after the sale. After the goods are sold out, they are directly removed from the shelves. No comments are allowed, and no refund can be returned.

Second, from the perspective of enterprises/merchants

Live broadcasting is becoming the standard for digital upgrading in all walks of life. Enterprises/merchants blindly believe that "as long as the live broadcast can increase sales" and think that the live broadcast is a steady business, so they follow the trend and enter the market. They have not reviewed the qualifications of MCN institutions and raised no further questions about the terms of cooperation. Many merchants often make money at a loss, while online celebrity anchors and MCN institutions have made a lot of money. Even many businesses may not be able to make money at a loss.

1, MCN data fraud. Fake key data such as the number of fans, the number of views, the number of sales and the conversion rate in online celebrity in the form of brush traffic. After obtaining considerable data by swiping the bill, MCN organizations, anchors and platforms can all benefit from it, and only businesses under the "digital bubble" are damaged. If the merchants put forward the hard target requirements of return on investment (ROI), MCN institutions will take pictures of the goods themselves with the live broadcasters and return the funds through the return channel, thus creating false sales data.

2. service fee fraud. The MCN organization signed a gambling agreement with the merchants, promising that the merchants would complete a higher ROI within a certain period of time, and at the same time, charging the merchants a higher service fee and promising a full refund if the expected sales targets could not be achieved. However, MCN institutions have no intention of selling products in the actual operation process, and only use this part of funds to make other plans, such as investment and wealth management. Although all the service fees will be returned to the merchants at the expiration of the agreement, the MCN organization has invisibly operated the amount of funds available for sustainable investment through the reversal of service fees of many merchants.

3. Impulse consumption has a high return rate. Many anchors don't understand the characteristics of products, and their sales literacy is also low. They talk a lot in the process of live broadcast, exaggerating the atmosphere in the live broadcast room and promoting consumers' impulse buying mood. According to statistics, the return rate of e-commerce live sales is between 31% and 51%. Impulse purchase eventually leads to losses for both consumers and businesses, while the anchor with goods and the platform benefit relatively.