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CCB News, Beijing, October 16 (Qian Cheng Zhouhong, Central Broadcasting reporter) In recent years, with the rise of short videos and live broadcasts, many of the so-called Internet celebrity anchors have emerged that are attracting a large number of fans. After paying attention, one after another has earned income through live streaming. In addition, many celebrities such as actors and singers have also joined, and today live streaming has become a common sales model.
During the live broadcast process, some presenters also “turned around” because they did not understand the product or made inappropriate comments. There were even celebrities online selling live fakes. Recently, the Shanghai Municipal Public Security Bureau held a press conference to inform the Shanghai police of the city’s first counterfeit sale of “Internet celebrity live broadcasts.” So what form does this presenter use to sell fakes in public live broadcast? How to strengthen supervision while live streaming is in full swing?
In June this year, the Economic Investigation Detachment of the Hongkou Branch of the Shanghai Municipal Public Security Bureau received a tip from a clothing company in the jurisdiction that an internet celebrity presenter was selling counterfeit clothing from the Company branding in the live broadcast room of an e-commerce platform. After a preliminary investigation, the police targeted Internet celebrity host Liao. Zhou Wei, chief of the Food and Drug Environment Brigade of the Hongkou Branch Economic Investigation Detachment of the Shanghai Public Security Bureau, said, “We subsequently investigated the core personnel, funds and logistics of the presenters involved in the case”.
It is understood that Liao signed a contract with a brokerage firm in October 2017 to become a cargo anchor and began to open a live streaming room on an e-commerce platform, mainly dedicated to women’s clothing and accessories. Due to his professional background as a graphic model, Liao has amassed millions of fans in just three years with his unique live streaming style and dressing skills, becoming a “main presenter.” Zhou Wei told reporters that the average number of viewers per game in the Liao live broadcast room was more than 200,000 and that the average sales per game exceeded one million, which made many companies want to cooperate.
Place of arrest (Photo courtesy of Shanghai Police issued by CCB)
“These merchants need to bring goods to them and sell them via live broadcast. The merchants find anchors through brokers and friends. After receiving their requests, the presenters will see if these things fit their own positioning, because they position themselves as clothing apparel. women or For women’s supplies. Then if there is no problem watching, we will arrange the time for the live broadcast, “said Zhou Wei.
However, with the growing popularity of Liao’s live broadcast, some “special” products have gradually appeared on its live broadcast. These products have the exclusive design and pattern logo of certain luxury items, but during the live broadcast, Liao will not mention the brands of these products, but will use some very strong luxury brand or style code names. Make an introduction. When displayed, the product trademark will be taped and the product link images will be processed accordingly. These products are sold at a price of ten or even a small percentage of those in the authentic store, which are obviously counterfeit products with fancy labels.
Zhou Wei said: “Our investigation found that she basically used this kind of cover-up behavior. Be it clothing or a video, the logo is usually covered with tape or strips of paper. The propaganda language in live broadcast, She does not knows how to use these key brand names and only uses a few pronouns. “
During the investigation, the police found that in order to avoid supervision and investigation, after the live broadcast, Liao’s live broadcast team would remove all purchase links related to counterfeit products and watch videos. However, during the two-month investigation, the Hongkou police have recorded all of their live streaming activities suspected of selling counterfeits.
Place of arrest (Photo courtesy of Shanghai Police issued by CCB)
On the afternoon of August 28, at the live broadcast room of a clothing company in Hangzhou, Zhejiang province, Liao frequently tried on various women’s clothing products, and tens of thousands of fans were watching this broadcast on Live product over the Internet. However, what surprised fans was that Liao was still testing the product on the live broadcast for one second, but in the next second, a group of plainclothes policemen entered the camera and the live broadcast was abruptly stopped. . Zhou Wei revealed that the police seized more than 3,000 counterfeit brands of luggage, clothing and other miscellaneous products at the scene, and arrested more than 50 suspected criminals, such as Liao (female, 27 years old) who were transporting the goods live, 41 which were already The arrest was approved in accordance with the law.
Zhou Wei said, “In his impression, he was not surprised the first time, and it was also clear in his heart that when our policeman showed his identity, he was relatively calm and not surprised.”
Zhou Wei told reporters that as a presenter, Liao was a communicator in the sale of counterfeit banknotes and that the actual source of the goods was still provided by illegal traders. Police investigations found that among the hundreds of merchants who cooperated with Liao, nearly 30 were suspected of selling counterfeit luxury goods. Currently, the Hongkou police have verified that five companies are suspected of selling counterfeit products, and the Hongkou prosecution bodies have arrested a total of 35 suspects in accordance with the law. As for other traders who have cooperated with Liao and are suspected of selling counterfeit products, the police will also dig deeper and investigate.
Zhou Wei said that in the next step, the police will continue to improve their ability to detect various new types of counterfeit sales and crack down on illegal and criminal acts that violate intellectual property rights, such as counterfeiting and sales.
In this regard, Liu Junhai, a professor at Renmin University of China School of Law, said that the online celebrity live broadcast case solved in Shanghai has sent a very clear legal signal to all celebrity live broadcasts. online.
Liu Junhai said: “The euphoric internet celebrity’s live feed was taken away by the police during the live broadcast. Such an ironic scene once again awakens all dream pursuers and innovators, with only faith and awe in the law. With a heart of gratitude towards consumers, the commercial platform for live streaming of celebrities online can grow more and more. “
How to strengthen the supervision of the chaos caused by the live broadcast of goods in recent years?
Regarding the market chaos in online celebrity delivery, regulatory authorities should also step forward and make good use of the administrative guidance, administrative supervision and administrative punishment powers granted by law to provoke turbulence, punish evil and promote good, and protect consumption with enthusiasm. The rights and interests of the people, and the sharp blows and sanctions against Internet celebrities who are not trustworthy. Only then can we create a green environment in the Internet marketplace that is clean, honest, honest, fair, multi-benefit and inclusive. “Liu Junhai said.Return to Sohu to see more
