On December 18, Consumer.com (www.com.)bjxf315.com) and Beijing Sunshine Consumption Big Data Research Institute jointly released the public opinion analysis report on live e-commerce consumption of agricultural products (2023). The report showsAmong the public opinion on the live broadcast e-commerce consumption of agricultural products, the problem of "false publicity" is the most serious, accounting for more than half, among which, some live broadcast rooms deliberately exaggerate or fabricate the characteristics or efficacy of products when selling agricultural products, so as to achieve the purpose of attracting attention through false publicity.
In recent years, with the prosperity and development of the digital economy, China has given birth to many new business formats, and it has become a new trend of online consumption from traditional e-commerce platform shopping to live broadcast room shopping. Under the background of the tilt of national policies and the strategy of "rural revitalization", some rural areas have actively tried and fully adopted the new business sales method represented by e-commerce live streaming. These innovative sales methods have become an important way to broaden the sales channels of agricultural products, realize farmers' income generation and income, and stimulate new momentum of rural consumption.
However, due to the characteristics of live broadcast e-commerce such as remote, virtual, and non-face-to-face transactions, coupled with the fact that most of the agricultural products belong to fresh and perishable fresh food, rural live broadcast e-commerce has developed rapidly at the same time, but also has some problems that restrict development, such as the anchor's false and exaggerated publicity, sales of substandard quality products, after-sales service and other industry chaos has gradually emerged, which has infringed on the legitimate rights and interests of consumers to a certain extent, dampened the enthusiasm of farmers, and also affected the healthy development of the agricultural products live broadcast e-commerce industry.
According to the report, the proportion of consumer public opinion on fruits, grains and their non-staple foods, vegetables and their products ranks among the top three, indicating that these three categories are the hot spots of consumer public opinion on live broadcast e-commerce of agricultural products.
In addition, in the public opinion of live broadcast e-commerce consumption of agricultural products, some negative public opinion problems have also been exposed, mainly focusing on false publicity, quality problems, inducement, violation of common sense, after-sales problems, anchor problems, etc. The most negative public opinion is false propaganda, accounting for 5248%, the problem is mainly manifested in the fact that some live broadcast rooms deliberately exaggerate or fabricate the characteristics or efficacy of products when selling agricultural products, and achieve the purpose of attracting attention through false publicity;This is followed by quality issues, accounting for 2277 per cent, which is mainly manifested in the presence of damage or decay when consumers receive agricultural products;Then there are the **inducement and violation of common sense problems, accounting for 1188% and 1023%。
Specifically,Manifestations of the problem of false propaganda in the live broadcast of agricultural product e-commerce:
First, the anchor falsely helps farmers, by fabricating tragic stories of farmers, or creating a simple image of rural and remote areas for hype, earning traffic, and then selling agricultural products purchased at low prices to obtain benefits;
The second is to deliberately exaggerate or fabricate the efficacy of the product for false publicity when selling agricultural products, so as to achieve the purpose of attracting attention;
The third is that the goods received by consumers are not on the right board, and the live broadcast room fabricates information such as the origin and characteristics of the goods, claiming that they are "wild" and "Daliangshan specialty", but they are actually breeding and artificial products, or the place of delivery is inconsistent with the publicity.
In terms of quality issuesFirst, when consumers receive agricultural products, they are damaged or rotten due to transportation reasons;Second, merchants deliberately mix agricultural products with a short shelf life and are not fresh in the products they sell, resulting in damage to the rights and interests of consumersThe third is that the goods are short of catties and shortages, and some merchants pack less or miss when packaging agricultural products, resulting in a shortage of goods.
Problem aspectFirst, some businesses sell ordinary agricultural products as special agricultural products at low prices, misleading consumers to buy, but often the taste does not meet the standards of special agricultural products, affecting the marketSecond, the competition in the live broadcast e-commerce market of agricultural products is fierce, and in order to increase sales, merchants will reduce the price of a large number of agricultural products, so that consumers can form the highest expectations, which will eventually lead to the expulsion of bad money in the agricultural product market, and it is difficult to offer high quality prices.
Contrary to common sense, mainly the live broadcast e-commerce of agricultural products poses for ** that does not conform to the law of plant growth, such as cherries in vegetable fields, vineless cantaloupe buried in sandy soil, and bunches of macadamia nuts like grapes, which are used as gimmicks to attract traffic.
In addition, after-sales problems mainly include poor after-sales attitude, difficulty in returning and exchanging goods, etc., while anchor problems are mainly anchor or merchant customer service abusive and poor attitude.
The analysis report suggests that local first-class departments and businesses should pay attention to platform differences and their own characteristic categories, and do a good job in the selection strategy of "platform-region-category" matching, so as to better help the sales and promotion of agricultural products. Local ** and merchants should comprehensively consider the characteristics of the platform, region and category, make full use of digital tools and methods in the product selection strategy, accurately grasp consumer demand, and achieve the best match between supply-side commodities and demand-side consumers, which not only helps farmers sell agricultural products, but also allows consumers to choose the agricultural products they want to buy, and truly promotes the better and faster development of rural e-commerce.
In the process of live e-commerce consumption of agricultural products, consumers should also fully understand the characteristics of agricultural products and enhance their awareness and ability to protect themselves. Do not blindly believe the marketing propaganda of the merchants, and do not have excessive requirements beyond the characteristics of the agricultural products themselves. At the same time, it is also necessary to enhance the awareness of rights protection, if you encounter problems of damage to rights and interests, in addition to complaints through enterprises, customer service, social and other channels, and negotiate with the business to resolve, you can also complain to the consumer association or the relevant administrative departments, and if necessary, you can also protect your legitimate rights and interests by applying for arbitration or suing in court.
* Beijing **Client|Reporter Zhang Nan.
Edited by Wang Haiping.
Process Editor: Weili Liu.