The fine title “Simba Sugar Water Bird’s Nest” is unfinished

The rollover incident of live broadcast with goods continues to ferment. Among them, Simba’s sale of “sugar water bird’s nest” in the live broadcast room has caused heated discussions. On December 23, with the investigation results of this incident, the Guangzhou Municipal Administration of Market Supervision (hereinafter referred to as the “Guangzhou Municipal Administration”) released the investigation and handling of the incident of “Simba Live Streaming Ready-to-eat Bird’s Nest”, two of which were involved. The company was fined a total of 2.9 million yuan. Industry experts pointed out that platforms should strengthen supervision and increase penalties for fraudulent live streaming.

A total of 2.9 million fines

The announcement issued this time pointed out that “Double 11” Guangzhou Heyi E-Commerce Co., Ltd. (hereinafter referred to as “Heyi Company”), as the founder of the live broadcast room involved, was sponsored by the commodity brand Guangzhou Rongyu Trading Co., Ltd. (hereinafter referred to as “”Heyi Company”). Rongyu Company”), on September 17 and October 25, 2020, arranged for the anchor “Shi Da Mei” to promote the product “Mingzhi Bowl-flavored Instant Bird’s Nest” through the Kuaishou live broadcast platform. In the process of live broadcast and delivery, the anchor only relies on the “selling point card” provided by Rongyu Company, plus the personal understanding of the product, that is, the live broadcast promotion of the product, emphasizing that the bird’s nest content of the product is sufficient and the effect is good, but it is not mentioned. The true attribute of the product is flavored beverage, and there is misleading commercial promotion behavior, which violates the provisions of Article 8, paragraph 1, of the Anti-Unfair Competition Law of the People’s Republic of China. According to the regulations, the market supervision department plans to order him to stop the illegal behavior and impose an administrative penalty of 900,000 yuan.

In addition, the Guangzhou Municipal Bureau of Supervision stated that after investigation, the product purchase link put by Heyi Company during the live broadcast was the “Mingzhi Flagship Store” opened by Rongyu Company on the Tmall platform. Consumers can click the above link to directly enter the online store. The purchase of the goods involved, payment collection and delivery are all carried out by Rongyu Company. Accordingly, the market supervision department determined that the seller of the goods involved was Rongyu Company. The “selling point card” provided by Rongyu Company for Heyi Company’s live broadcast activities, as well as the content published on Tmall’s “Mingzhi Flagship Store” online store, all have misleading commercial promotion behaviors, which violate the “People’s Republic of China” Article 8.1 of the Anti-Unfair Competition Law. According to the “Anti-Unfair Competition Law of the People’s Republic of China” and other regulations, the market supervision department intends to order him to stop the illegal behavior and impose an administrative penalty of 2 million yuan.

In an interview with a reporter from Beijing Business Daily, Shen Meng, director of Chanson Capital, said that Simba’s punishment for bringing goods shows that domestic Internet celebrity live broadcast e-commerce is in a mode that runs away from product fundamentals, and shoddy companies use Internet celebrities to sell fake and shoddy products. , Internet celebrities are mercenary to abuse the trust of consumers but disregard the rights and interests of consumers.

Chinese food industry analyst Zhu Danpeng suggested that accelerating the introduction of national standards for the bird’s nest industry will play a certain supporting role in the healthy and orderly development of the overall bird’s nest industry.

Simba account banned for 60 days

Simba has always been Kuaishou’s “superstar”. On December 23, Kuaishou E-commerce also announced the handling of the sugar water bird’s nest incident. From now on, the account of the involved anchor “Time Dabei” will be suspended for an additional 60 days; Xin Youzhi, the head of Heyi Company, who had inappropriate words and deeds in the live broadcast room after the incident, suspended his personal account for 60 days.

At the same time, the accounts of 27 e-commerce anchors under Heyi Company and its affiliates, including Maomei, Chu Ruixue, Dandan Xiaopenyou, Chen Xiaoshuo, Xu Jie, Da Shao, Zhao Mengche, An Ruoxi, and Angel Anjiu, were suspended15 Today, the company was required to organize its e-commerce anchors to conduct relevant training and learning.

Kuaishou E-commerce said that on November 4, after some consumers questioned that the “Mingzhi” brand bird’s nest products promoted and sold in the live broadcast by the anchor “Shi Da Mei” were actually sugar water, Kuaishou E-commerce immediately purchased and sent the goods involved. According to the inspection by CTI China Testing Institute, this product has a low content of sialic acid (0.13g/kg), the iconic ingredient of bird’s nest, and should be a “flavored bird’s nest drink”. “Card” and other content, coupled with personal understanding of the product, promoted in the live broadcast room, causing misleading to consumers. Kuaishou E-commerce, in accordance with the “Guaishou Store Product Promotion Management Rules”, removed the brand’s bird’s nest products from the whole site, banned the e-commerce function of the “shida beautiful” account for 14 days; To deal with after-sales problems and actively cooperate with relevant departments to investigate, Xin Youzhi’s personal account will be suspended from the live broadcast on November 17.

Kuaishou also stated that since November, Kuaishou E-commerce has launched a special “Pinocchio” campaign to deal with false propaganda, and has carried out long-term governance against the anchor’s false propaganda, hype and sales in the live broadcast room. Violating accounts were punished by banning e-commerce functions and banning account functions. Kuaishou E-commerce will continue to strengthen the governance of false propaganda, severely crack down on violations of laws and regulations in online live broadcast marketing activities, and effectively protect the legitimate rights and interests of consumers.

Regarding the next step, how Kuaishou will deal with the cooperation and account with Simba, and how Kuaishou will further strengthen supervision in the future, the Beijing Business Daily reporter contacted the relevant person in charge of Kuaishou, but the other party did not respond as of press time.

The supervision of live delivery of goods still needs to be strengthened

Behind the incident of Simba’s “sweet bird’s nest” is the long-term lack of supervision of live streaming. Previously, the China Consumers Association also pointed out that during the 27-day monitoring period from October 20 to November 15, the system collected a total of 14,296,274 pieces of “Double 11”-related “consumer rights protection” information, with an average daily information volume of about 53 Ten thousand. Among them, the “slots” of live broadcast delivery are mainly concentrated in the two aspects of celebrity delivery, suspected of fraudulent billing, low after-sales service satisfaction and poor experience.

The China Consumers Association gave a case. On the evening of November 11, popular talk show actors Li Xueqin and Yang Tianzhen and other invited guests participated in a live broadcast event on a certain platform, and among the 3.11 million viewers at the end of the day, only less than 110,000 It’s true, other audience members spend money to read, and most of the comments from the “fans” who interact with Li Xueqin in the comment area are also generated by machines.

“The live broadcast of goods is gradually popular, and there is a tendency to be mythical. Objectively speaking, the anchor’s delivery of goods is only a way of advertising, and it is a realization of the anchor’s personal credit, but with the development of live broadcast, the anchor’s personal credit The phenomenon of collapse occurs from time to time, which affects the development of live broadcast delivery. With the introduction of a series of national regulatory policies, anchor delivery has begun to move from noise to rationality.” Zhao Zhenying, a researcher at the National Engineering Laboratory for E-commerce Transaction Technology, said.

Zhao Zhenying further pointed out that the rollover of well-known anchors seems to be a problem of individual anchors, but it is actually a common problem faced by current e-commerce. Consumers have always had an unrealistic desire to “buy a horse back at the price of a donkey”, and merchants will not hesitate to take risks in order to cater to this desire of consumers. Platforms should strengthen supervision awareness, strengthen supervision, and increase penalties for fraudulent live streaming. On the other hand, consumers should give up the unrealistic desire to buy good products cheaply, and leave reasonable profit margins for producers and merchants, so that producers and merchants can live and continue to provide services for them.