With the end of "Double 12", the last round of e-commerce marketing peaks this year has quietly passed, but tens of thousands of live shopping rooms are still full of people, even in the middle of the night, there are still barrages. According to data from a number of survey agencies, live shopping has become one of the popular consumption channels.
But at the same time, the news of "fake in the live broadcast room" emerges in endlessly, the quality of food and clothing is uneven, and the best products such as jewelry are also in dispute. Some consumers who have been fooled are very puzzled: shopping in the live broadcast room is to "see is believing", obviously watching the anchor identify on the spot during the live broadcast, or issue an appraisal certificate on the spot, and there are questions and answers, why is it still a fake?
The survey found that live shopping involves multiple links, and "seeing is believing" is not reassuring.
5,000 yuan to buy jadeite, "A goods" turned into "B goods" in a blink of an eye
I saw that many live broadcast rooms were selling jadeite, which was crystal clear and much cheaper than offline, so I was tempted. Unexpectedly, more than 5,000 yuan was all lost. Mr. Yu, a consumer, regretted not doing it at the beginning.
Previously, he was attracted by the "planting grass post" on the social platform, and found that many live broadcast rooms have "direct sales" jadeite, which is in good condition, reasonable, and has appraisal certificates. The anchor also responded to the questions he raised one by one, including a close-up display of jadeite, appraisal certificates, etc.
After watching the live broadcast for several nights, Mr. Yu decided to place an order, "The first time I bought expensive jewelry in the live broadcast room, I didn't pick the cheapest price, and I didn't dare to buy large pieces, so I bought a few small pendants to try." When he expressed his intention to buy, the merchant's customer service guided him to pay through the brand mini program through the chat tool of the live broadcast platform, saying that "the mini program is developed by the factory, and it is sent directly from the source, and there is no intermediate link to benefit consumers."
A few days after the payment, Mr. Yu did receive the relevant pendant and appraisal certificate, issued by a testing agency in another province or city, with the CMA mark of China Metrology Certification, and showing that the pendant was "Jade (A goods)". Uneasy, Mr. Yu sent the pendant to a testing station in Shanghai of the National Light Industry Jewelry Quality Supervision and Testing Center for re-examination, but was told that the product was "bleached and filled jadeite", commonly known as "B goods" jadeite.
Mr. Yu bought the B goods jadeite (photo provided by the interviewee) Mr. Yu immediately negotiated with the merchant's customer service and reported it to the platform. Unexpectedly, the merchant's customer service ignored it and broadcast live as usual. The platform's customer service said that since Mr. Yu's actual transaction was conducted through an off-platform mini program, the platform could only try its best to negotiate with the merchant and could not guarantee the result. About 10 days later, Mr. Yu found that the merchant's account had been shut down by the platform after a complaint and report, but the money could not be recovered.
The Shanghai rumor refutation platform found that the merchant Mr. Yu bought was itself suspicious - it was a personal account, without any qualification certificate, and it had not passed the platform certification;In addition, he broke away from the platform in the transaction, resulting in insufficient evidence, and he was indeed unable to enjoy the platform's after-sales service.
Appraisal certificates and anti-counterfeiting buckles may be fake
So, if Mr. Yu consumes a merchant certified by the platform and does not leave the platform to trade, will he not buy fakes?Not necessarily.
The Shanghai rumor refutation platform asked jewelry merchants on a number of live broadcast platforms whether the product has an appraisal certificateI was told that different merchants offer certificates in different ways.
Some merchants say that the products come with their own certificates, all of which come from qualified appraisal institutions. Some merchants also said that they do not issue appraisal certificates, but after consumers place orders, merchants will first send the goods to the appraisal agency designated by the platform, and after the appraisal is completed, the appraisal certificate and products will be sent to consumers together.
In comparison, it seems that the latter is safer. But when the reporter asked those merchants who brought their own certificates, why they didn't go to the platform for identification, the merchants said that they were special level stores certified by the platform, "This level shows that we are different from ordinary stores, and the transaction is guaranteed, so there is no need for the platform to intervene." "It seems to be self-justifying.
However, in the platform's public rules, the reporter did not find the platform's description of the "special grade" store, and there was no information showing that the quality of the products or services of the special grade store is better.
At the same time, the gray industrial chain with the theme of "fake certificates and fake identifications" further allows fakes in the live broadcast room to take advantage of them.
Taking jewelry and jade appraisal certificates as an example, they usually bear three marks: China Metrology Certification CMA, China Assessment Qualified Laboratory CAL, and China National Accreditation Service for Conformity Assessment (CNAS). The three types of marks have both compulsory certification and voluntary certification, but ordinary consumers do not know the difference.
Looking at the appraisal institutions, the common ones are the appraisal institutions set up by enterprises, research institutions or industry association testing centers, and testing institutions authorized by relevant departments. There are many names, and the good and the bad are mixed
If the company identifies its own products through its own testing institutions, it is tantamount to "being both an athlete and a referee", and the credibility should be discounted;
There are also testing institutions that have been found to be helpers of business fraud and issued counterfeit identification certificates. For example, the Beijing Municipal Bureau of Market Supervision has found that a jewelry appraisal company has issued a fake appraisal certificate that meets national standards and is stamped with the CMA mark to the client without inspection and testing
It cannot be ruled out that criminals counterfeit identification certificates and anti-counterfeiting buckles. Shanghai** recently reported that some consumers bought the so-called "professional platform identified as true" products from the live broadcast room, but found that they were fakes after they arrived. After investigation, the suspect opened the mold without authorization to print packaging materials such as exclusive packaging boxes and anti-counterfeiting buckles on e-commerce platforms, and took advantage of consumers' recognition and trust in the "authenticity" service of a certain platform, and used fake packaging and fake anti-counterfeiting buckles to put on a "first-class coat" for counterfeit goods in the live broadcast room. **A total of more than 170 pieces of packaging boxes and anti-counterfeiting buckles with counterfeit e-commerce platform brand logos were seized.
The fake anti-counterfeiting buckle seized in Shanghai (**Police and People's Direct Train Shanghai"**The above shows that "having a certificate is true" is not reliable.
"E-commerce praise" creates fake popularity
It should be noted that not only the "**" in the live broadcast room may be fake, but the "high popularity" may also be fake, because of the "e-commerce praise".
As the name suggests, "e-commerce support" serves live streamers. Usually, there are different positions such as anchors, assistants, and staff in the live broadcast room, each performing its own duties - the anchor introduces the product, and the assistant and staff are responsible for providing materials and cooperating with sales. The "e-commerce champions" are another group in the live broadcast room, who may be assistants or staff members, or they may come from gray industry companies.
In the live broadcast room, "e-commerce praise" often gives reminders such as "sold out soon", "there is still the last * piece left", "there is no hand left", etc., to create an atmosphere of tight goods and stimulate consumers to place orders. Outside the live broadcast room, they interacted with the anchor and posted barrages in the comment area to induce other netizens to consume. In September this year, the high-tech branch of the Bozhou City Public Security Bureau in Anhui Province smashed a criminal gang that was illegally operating in the city. They organized swipers to provide follow-up interaction for a certain platform e-commerce, swiped fake praises, etc., and obtained illegal benefits from them.
It can be seen that although live shopping represents a new way of consumption, there is still a long way to go in standardizing operations.
So, in addition to increasing supervision and requiring platforms to establish rules and regulations and take responsibility, how can consumers protect themselves?
First of all, you must choose a merchant live broadcast room that has passed the platform certification and can provide qualification certificates.
Secondly, it is not possible to trade away from the platform, and it is not possible to directly add the personal social account of the merchant for trading.
Thirdly, do not choose products or services that are significantly lower than the average market price. Although live streaming can save some circulation links, the necessary production costs are difficult to compress, and most of the products and services that seriously deviate from the average market price cannot be trusted.
Finally, do not trust the appraisal and anti-counterfeiting buckles provided by the merchants. When buying expensive goods, be sure to keep the voucher and go to a formal institution for re-inspection and re-testing if necessary.
**: Shanghai Internet refutes rumors