As an innovative form of e-commerce model, live streaming combines traditional shopping methods with online live streaming to display and sell real goods anytime and anywhere. This form of promotion and communication not only improves consumers' desire to buy, but also creates more sales opportunities for businesses. CCTV Finance reported that it is estimated that in 2022, the total transaction volume of China's live broadcast e-commerce will be 3about 5 trillion yuan, with a year-on-year growth rate of 48%. The total transaction volume is expected to exceed 4 trillion yuan in 2023. It can be seen that online live streaming has become a digital economic force that cannot be ignored, and if it is to continue to develop healthily, it is necessary to strengthen legislation and norms, give full play to the role of industry associations, and ensure the healthy development of the industry.
According to the person in charge of the Department of E-commerce of the Ministry of Commerce, in the first three quarters of 2023, new formats such as live streaming e-commerce have developed strongly. The proportion of self-broadcasting by enterprises has increased to nearly half, and new scenarios such as store broadcasting, factory broadcasting, and walking broadcasting have been expanded, and time-honored brands have reached the Internet through live broadcasting to expand marketing channels. In addition, the application of big data, artificial intelligence and other technologies has also made online live streaming more intelligent and personalized. For example, through big data analysis, anchors can recommend suitable products based on their audience's preferences;Through artificial intelligence technology, real-time translation, intelligent customer service and other functions can be realized to improve the shopping experience of consumers.
Of course, there are two sides to everything, and the development of online live streaming is also accompanied by some problems. CCTV commented that "live streaming should get out of the state of barbaric growth." The People's Financial Commentary also said, "Live broadcast brings goods, don't read the good scriptures crookedly." "In order to pursue sales, some anchors do not hesitate to exaggerate the effect of products, and even create false publicity. This kind of behavior not only harms the interests of consumers, but also affects the credibility of the entire industry. Relevant departments should strengthen regulation of online livestreaming sales, regulate the conduct of anchors, and protect the rights and interests of consumers. The live broadcast room is definitely not a place outside the law. The Advertising Law, the E-Commerce Law, the Product Quality Law, the Consumer Rights Protection and other legal provisions are all applicable to online live streaming. The "Opinions on Further Regulating Online Livestreaming for Profit and Promoting the Healthy Development of the Industry" proposes to strengthen the normative guidance of online livestreaming for profit, and the newly revised "Measures for the Administration of Internet Advertising" includes commercial advertisements that promote goods or services through Internet live streaming into the management. Only by establishing rules for live streaming can we lay a solid foundation for the healthy and orderly development of the live broadcast industry.
According to the 52nd "Statistical Report on the Development of China's Internet Network", as of June this year, the number of online live broadcast users in China reached 76.5 billion people, of which the scale of e-commerce live broadcast users is 52.6 billion people, which shows that live streaming still has great development potential. At the same time, in March this year, the Beijing Internet Court released a report on the trial of consumer disputes involving live streaming, which mentioned that it was difficult to identify the transaction participants and the cost of rights protection increased. From the perspective of consumer protection, this requires the active participation of Internet platform enterprises and the majority of Internet users, and only by concentrating the wisdom of all parties, gathering the strength of all parties, and forming the greatest consensus, can we guide the standardization of live streaming operations and provide assistance for promoting the development of the digital economy. As consumers, they should also consume rationally, avoid falling into the routine of live streaming and impulsively placing orders, and when their legitimate rights and interests are infringed, they should pay attention to timely saving order information, transaction snapshots, live broadcasts and other evidence materials, so as to make preliminary preparations for rights protection.
Intuitive, interactive and convenient are the unique advantages of live streaming. Online live streaming not only brings convenience to consumers, but also brings new business opportunities to merchants. Of course, we should also see the existing problems, and the competent authorities should further strengthen supervision, standardize market order, and make online live streaming truly achieve a win-win situation for all parties.
Source: Jingchu Network (Hubei ** Network).
Author: Han Ao (Wuhan Economic Development Zone).
Editor-in-charge: Wang Shuxian.