This article from the micro-channel public number “New List” (ID: newrankcn), Author: Huang Jiahui, title figure from the CFP.
Have you watched the live broadcast, have you brushed the “Yacht Rocket” for the anchor in the live broadcast room?
In the past two days, there has been news that the “Regulations for the Management of Rewarding Behaviors in the Live Broadcast Industry” are expected to be released before the end of the year, aiming to solve the problems of passionate rewards, high-stakes rewards and minor rewards in webcasting. By the time “Live Tweeting will set a cooling-off period”, related topics were once posted on Weibo’s hot search, and a single topic read over 150 million.
According to the 45th “Statistical Report on China’s Internet Development Status”, as of March 2020, the number of live webcast users in my country has reached 560 million, an increase of 163 million from 2018, accounting for 62% of the total Internet users. The strong winds of the webcast have blown, bringing business opportunities and chaos.
What impact might the introduction of the industry standard for live broadcast rewards have? Will the emergence of “a cooling-off period for live broadcast rewards” solve the above-mentioned intractable diseases?
How can you calm down when you give a live show?
It is reported that as of laws and regulations, there are no explicit restrictions on users’ rewarding behavior, and we have not yet seen a detailed description of the “live broadcast reward cooling-off period”.
However, there are media reports. Qu Tao, secretary-general of the Network Performance (Live) Branch of the China Performance Industry Association, introduced that the so-called passionate rewards are continuous rewards for a certain period of time. For such behavioral platforms, product strategies should be adjusted. Set a cooling-off period for users. “For example, if your frequency and amount of rewards exceed the set threshold, the platform will prompt you to advise users to calm down.” In addition, high rewards in live webcasts will also be restricted to avoid “high-priced rewards” appear.
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Of course, there is also a basic requirement, that is, not to take advantage of the weakness of human nature and deliberately set up traps in the rewarding process to induce users to have an illusion, so as to produce irrational rewarding behavior
What are the chaotic live broadcasts?
At present, the drafting of relevant regulations is more to solve the problem. Which industry chaos is behind this? We have done some sorting for your reference.
1. Adults: Misappropriating public funds as rewards
The lavish rewards in the live broadcast room also happen to many people who are mature and even “public office”.
According to the Beijing Daily, a 40-year-old employee of a state-owned enterprise was fascinated by live streaming and used a loan of 7.85 million yuan to reward the anchor. He was eventually sentenced to 11 years by the Beijing Shunyi Court for embezzling public funds. imprisonment.
Yu has experienced two failed marriages. Because of emotional vacancy and loss, he became obsessed with live broadcast websites. The enthusiastic female anchor’s interaction made him much cared. At first, he was just a loneliness. However, the “big boss status” and “presence and face” that are increasingly displayed in the money worship have become a magic claw pushing him forward every day. As Yu described, “I feel light and light every day, just like addicted to drugs.”
2. Minors: Emptying out your pockets is pretty idol
In this mighty rewarding army, many minors with no financial resources are also the “main force.” Almost every once in a while, the news of “XX-year-old minors rewarding X million” will be active on the headlines of major media.
In April this year, a woman from Guangdong Province said that her child spent more than 40,000 yuan on gifting and buying skins for video anchors in less than a month.
On February 20, 2017, the “Xiaoxiang Daily” published an article “Who is it for children to smash pots and sell iron to reward Internet celebrities?” In the news, Ms. Sun, who lives in Shanghai, found that her bank card had a hard-earned money of 250,000 yuan. And fly”. Repeated questioning, it turned out that it was 13-year-old daughter Xiao Bian who admitted that she had stolen her parents’ mobile phone and gave a reward to the male network anchor. Xiao Bian’s parents are migrant workers, each earning less than 5,000 yuan a month.
Adolescents like Xiao Bian, who are not yet mature in their minds, are prone to impulsiveness and fascination. Coupled with mature online payment technology and improper guardian management, they are very prone to huge rewards.
However, just in May of this year, the Supreme Law issued the “Guiding Opinions on Properly Trial of Civil Cases Involving the New Coronary Pneumonia Epidemic (2)” at the press conference of the State Council Information Office, which proposed that minors participate in the Internet Invalid rewards can be refunded.
3. Rewarding becomes indirect bribery, and the anchor uses multiple methods to cheat money
The reporter of “Liaowang” Newsweek has done a research on the chaos of the webcast and found that:
“If you want to give a gift to someone, you can give money directly to a certain anchor, and then the main body of the live broadcast will withdraw the funds to complete the transfer of funds. The live broadcast platform may become a hotbed of bribery.”
Anti-cancer, misfortune in marriage, poor life… There has never been a lack of tragic stories on live webcasting platforms, and there are many people who sell fakes to attract fans to make money.
During a live broadcast on Douyin, a student-dressed female anchor suddenly knelt down in front of the camera, “Thank you brothers for the gifts, I don’t have much talent, so I will give you a kowtow.” She said. In the live broadcast of more than two hours, the female anchor frequently knelt down and kowtowed for 20 times, bringing the live broadcast atmosphere to a small climax each time, and at the same time received a lot of gifts.