The first national live e-commerce standard "Video live shopping operation and service basic norms" is about to be introduced, is expected to be officially released in July 2020, when "live with goods" will have evidence to support, end the barbaric growth, which also means that "live with goods" will enter the "regulatory era."

Netizens criticized the live broadcast with goods "exaggerated" and "too many fakes"
Recently, "live with goods" has become a new outlet, CCTV hosts, government leaders at all levels have become anchors "with goods", during the May Day "live with goods" has become a holiday consumption hotspot, the outbreak of the epidemic has given birth to a new era of "national live". According to the statistics of the Ministry of Commerce, in the first quarter of this year, the national e-commerce live broadcast exceeded 4 million, and the promotion role of online retail on consumption was further enhanced.

However, data show that 37.3% of the surveyed consumers have encountered consumption problems in live shopping. The main concerns of consumers who refuse to live shopping are "worry about the quality of goods is not guaranteed" and "after-sales problems", which account for 60.5% and 44.8% respectively. Netizens criticized the "live with goods" there are "exaggerated", "too many fake goods", "fish and dragons mixed" and other major problems.

"' Live with goods' bypasses traditional intermediate channels such as distributors and directly realizes the docking of goods and consumers, this model has both the form of TV shopping programs, and the invitation information of online shopping, as well as the performance of advertising endorsements, the anchor is also an operator, publisher, spokesperson and other multiple roles, but due to the lagging supervision, the industry has no threshold," The quality of anchors is uneven, resulting in the three customs filled with the network, false exaggeration of publicity, counterfeit three no product flooding, after-sales service is difficult to guarantee, become the worst hit area of consumer complaints ", China Commerce media purchase Committee vice president, "Standard" formulation of expert committee deputy director Han Liangchen said, network red economic explosive growth brought many problems are increasingly prominent, need to standardize.

The owner of the carrier can not be left unchecked platform and anchor responsibility must be clear
Li Yougang, deputy director of the expert Committee for the development of the standard, also said that the "live broadcast with goods" industrial chain is very complex, information asymmetry, in this type of model, brand owners value anchor traffic, consumers trust anchor endorsement, if the product goes wrong, and the anchor does not bear any responsibility, there may be problems. Relevant participants such as network anchors, content publishing platforms, and product supply enterprises lack clear management standards and regulatory mechanisms, and the standardization and standardization of relevant industries and industrial chains lack a basis.

Consumers are also calling on relevant departments to improve the "live with goods" standard as soon as possible and strengthen supervision. According to Sun Zhisheng, deputy secretary general of the media Purchasing Committee of the China Commerce Federation and leader of the standards working group, the industry's first national community standard "Basic norms for live video shopping operations and services" and "Online shopping integrity Service System Evaluation Guide" led by the Media Shopping Professional Committee of the China Commerce Federation will be released and implemented in July. The standard will make normative requirements for industry terminology and definition, commodity quality of "carry-on" products, hardware and software requirements for live broadcast scenes, code of conduct of network anchors, operation and management of industry enterprises, compliance of content publishing platforms, supervision and management of regulatory authorities, etc., and set thresholds and norms for the live broadcast shopping industry.

Sun Zhisheng pointed out that some people think that "live with goods" belongs to commercial advertising, and some people think that it belongs to paid performance, but experts believe that "live with goods" and TV shopping, there is an invitation to sell. Network broadcast is not a legal blind area, the carrier can not be left unchecked, live broadcasting platform can not do nothing, should be based on the "standard" to increase the legal constraints and integrity constraints on live shopping, especially to clarify the responsibilities of platforms and anchors. Therefore, how to broadcast "live with goods"? How to bring, still need to use professional and rigorous standards to clarify and define.

According to Wang Wenxue, president of the CCCC Media Shopping Committee, in the next step, the CCCC media Shopping Committee will increase the efforts to inform the live shopping industry, increase the linkage with public security, commerce, radio and television, market supervision and other departments, establish a blacklist system and a national supervision and reward system, and promote the healthy and orderly development of the live shopping industry.

(Source: Beijing Daily)