Purifying the environment of the live broadcast room is inseparable from supervision

The live broadcast room is more like an amplifier, and various non-standard production and sales, standard lag and other issues have become the key points that arouse social attention, and the consumption environment of the live broadcast room is inseparable from rectifying the offline market order
.
The live broadcast room is also an accelerator, and the anchors start from amateurs and have gained the influence and sales
that traditional enterprises can only accumulate for decades in a few years.
Large enterprises spared no manpower and material resources to build legal, tax, risk control, compliance and other departments, since the anchors chose to live broadcast goods, it is also necessary to take the relevant laws and regulations as a desk book, and ask the company's legal department to remind from time to time to avoid stepping on the line
.

Super anchors and professional fake fighters are a pair of old "wrongdoers"
.
After switching to the Internet, the logic of professional counterfeiters is changing
.
They rely on relatively professional questioning to create public opinion topics and gain benefits
from topic traffic.
In the traffic-to-traffic mode, professional counterfeiters will naturally stare at the head anchor
.
To some extent, at this time, professional counterfeiters play the role of professional social supervisors, questioning on behalf of ordinary consumers, and anchors should face up to this problem
.

For regulators, how to supervise super anchors is also a new topic
.
Although the super anchors appear in front of the screen as individuals, they actually operate in the form of a company, and their tens of millions and hundreds of millions of fans are close to the number of users of super-large platforms, and their goods business is also similar to the matching transaction function of e-commerce platforms, and the highest turnover of tens of billions of yuan in a single day has even exceeded that of some platform companies, not to mention their super stickiness and influence
on fans.
At this time, if the anchor and the company behind it are also regarded as a single natural person or ordinary small and micro enterprises to supervise, there may be omissions
.
It is necessary for regulatory authorities to optimize the supervision of super anchors, and super anchors can also refer to super platforms to strengthen self-discipline
.

From the current point of view, super anchors should learn three points from e-commerce platforms: first, pay attention to product review, second, strengthen the protection of consumer rights and interests, and third, pay attention to advertising compliance
.
Super anchors gather the trust of thousands of fans, it is not enough to just check the product qualification procedures like ordinary advertisers before bringing goods, and it is not enough
to declare compliance after problems, remove links, and only let merchants respond to consumers.
Having become an Internet celebrity with greater influence, it is impossible to "make a fortune in a muffled voice" in a low-key manner, and it is better than ordinary merchants before, during and after the sale, in order to be worthy of the unconditional trust
of fans.

(Ying She)

China Food News(November 25, 2022, Version 07)

(Responsible editor: Gao Na)