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Fewer than 110,000 of the 3.11 million viewers are “real people.”
Live delivery data “water injection” 30,000 likes and 5 yuan to buy
Photo by reporter Yang Dengfeng.
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Live streaming is increasingly becoming a way of influencing consumers’ online purchases. However, issues like fake live streaming and price fraud have also raised concerns. The reporter’s investigation found that data such as the number of live streams in the live broadcast room and the number of likes and interactions from fans can be “stolen” with money. Recently, the National Cyberspace Administration of China issued an opinion draft prohibiting acts such as falsification of live data traffic and false propaganda.
Live streaming has become a popular medium these days, and this “Double 11” has become one of the main driving forces behind sales. However, the rights protection disputes caused by live streaming data falsification, price fraud, and high return rates are also endless. A Workers’ Daily reporter found that there is a black industrial chain behind the live streaming market that can be used to delete data. You can spend money to “slide” the sales volume, increase the number of viewers, interactive comments and likes.
100 yuan to buy “comprehensive package”
Recently, a well-known presenter was exposed to a reimbursement rate of over 70% during a live broadcast, raising concern. According to media reports, at the end of a live broadcast by an actor from a popular talk show during the “Double 11” period, there were fewer than 110,000 people out of 3.11 million viewers. And most of the comments from “fans” who interacted with the actor in the comment area were “scrubbed” by the machine.
During the interview, many consumers affirmed the desirability of live streaming consumption, but also raised doubts about the quality of the product and the authenticity of the data in the live streaming room, believing that live streaming exaggerated the effectiveness of some products.
On an e-commerce platform, a “Workers Daily” journalist searched for relevant content using the keyword “swipe live” and found that the content had been blocked, but could still search after transforming into keywords like “broadcast number live “and” live streaming artifact. ” Go to the individual store. The store pages of these merchants do not enter too much. Some just use a sentence “The ecommerce business can be handled” for a short introduction. For more details, please add the WeChat query.
The reporter reached out to a merchant claiming that he needed to stream the products to increase fans. The store’s customer service replied: 50 yuan per 100 people, “comprehensive package” for 100 people + snacks (like) + interaction + total cooperation, 100 yuan. Customer service also told reporters that 5 yuan can buy 30,000 likes.
The reporter found those accounts they bought to buy are clickable, but the system judged they were “shopping” when the order didn’t actually go through, giving viewers that they really wanted to shop in the broadcast room. live the illusion of “hot sales”.
Also, in some QQ groups and WeChat groups, there are companies that organize live fans to scan data in live broadcasts. Fans can get paid after watching the live broadcast for a few minutes.
“Many presenters have gone down for various live broadcasts, and the number of viewers is only a few million or even tens of millions. The data they contain is too powerful,” a sales manager of a platform told reporters electronic commerce.
Wang Xiaoming, a lawyer at the Beijing Deheheng Law Firm, told a Workers’ Daily reporter that China currently does not have sufficient legal oversight over live data falsification and that the cost of falsification is low. At the same time, merchants, flow agencies and e-commerce platforms belong to different regions, and interregional management and enforcement by the market supervision and other departments will have certain difficulties.
Traders have also become victims of the “data bubble”.
The reporter learned that not only are consumers infringed on live streaming data fraud, but some businesses have also become victims.
For merchants, the return rate of living goods with goods is relatively high, including product costs, operating costs, logistics costs, plus the “well fee” of hundreds of thousands and hundreds of thousands of yuan ( specified anchors require goods with goods) Paid) “, I can only lose money. But presenters can take the” data bubble “to catch the live feed of the next business.
Attorney Wang Xiaoming told reporters that in the current situation of increasingly fierce competition in the live delivery market, companies are looking for popular anchors with influence and deliverability, and influential anchors with delivery have become a “sellers market”.
“Presenters tend to be more attentive to cooperation with big brands. If it’s a small company or a small brand, your presenters will dedicate fewer resources.” A seller of a foreign brand of face masks told reporters: “Once they fall into their false data in the well, it is difficult for companies to regain the corresponding rights.”
The reporter learned that in addition to the presenters who have the right to speak in the field of live broadcast, they will charge a high “jackpot fee.” In terms of sales volume, merchants must also charge a commission for the presenter. In this way, for some products that are not selling well, the live broadcasts made by the merchants are often lost.
In August this year, the Information Office of the State Council held a press conference on consumer poverty alleviation actions. At the press conference, Hong Tianyun, deputy director of the State Council’s Poverty Alleviation and Development Leading Group Office, criticized the phenomenon of inviting celebrities to carry merchandise live in some poverty-stricken areas: “Currently, we have found that some areas invite famous celebrities. It is not directly proportional to the effect of the live broadcast.”
The proper development of assets requires clarification of the rights and responsibilities of all parties.
According to the “China Internet Development Status Statistical Report” released by the China Internet Network Information Center, in June this year, the number of users of e-commerce live broadcasts in China was 309 million. In the first half of this year alone, national e-commerce live broadcasts exceeded 10 million and the number of active presenters exceeded 400,000. Industry insiders believe that the scale of the live streaming e-commerce industry is not yet saturated and is expected to maintain a relatively high growth trend over the next two years. It is time to regulate the data fraud caused by this.
On November 13, the National Internet Information Office drew up the “Internet Live Marketing Information Content Service Management Regulation (Consultation Draft)” (hereinafter the “Opinion Draft”) together with the relevant departments to solicit public opinions. It noted that live broadcast room operators and live broadcast marketers engaged in Internet live broadcast marketing information content services should not falsify data traffic such as attention, page views, me likes and transactions.
Chen Zhongyun, a professor at China University of Political Science and Law, believes that there is a great need to legislate for live streaming. He considers the “Opinion Draft” very timely, not only presenting requirements for the presenter, but also clarifying his responsibilities for the live streaming platform. “Only by clarifying the rights and responsibilities of all parties and increasing the supervision and punishment of illegal activities can we promote the strong development of the live streaming industry.”
In fact, the “Code of Conduct for Online Live Marketing Activities” officially implemented in July this year has stipulated conditions such as order scrapping and false advertising in the live streaming industry. Regulations state that live webcast marketers must not use counterfeit methods such as order slip and letter speculation to falsify or alter transaction data and user reviews, and they must not engage in false commercial advertising. or misleading to mislead or mislead consumers.
Industry experts remind consumers that when buying live, they should be careful with the various data in the live stream and the effects of sales and use claimed by the presenter, carefully examine and consider before buying, and at the same time to keep the purchase coupons to facilitate the protection of rights in the future. For merchants, live broadcasts are not solely dependent on the host to generate large transactions, but in the final analysis, it depends on the influence of the brand and the quality of the product itself. High quality live broadcasts should achieve a win-win situation for brand reputation and sales. (Reporter Liu Bing)
