Industry sources pointed out that the first national live broadcast e-commerce standard will be introduced, and “live broadcast with goods” will have rules and regulations and evidence to follow, officially ushering in the development of standardization Entering the “supervision era”, the standardized “game rules” will help the new format to improve quality and efficiency, and the escort industry will develop in a standardized manner. Under the standardization of escort, the “live broadcast” industry will achieve intensive cultivation.
Han Liangchen, deputy chairman of China Chamber of Commerce’s Media Purchasing Committee and deputy director of the “Standards” Development Expert Committee, said that in the context of the rapid development of the new economy, “live streaming” Become a new outlet. According to statistics from the Ministry of Commerce, in the first quarter of this year, there were more than 4 million live broadcasts of e-commerce across the country, and the role of online retail in promoting consumption was further enhanced. “Live broadcast with goods” is developing rapidly as a new business. “Live broadcast with goods” bypasses traditional intermediate channels such as dealers and directly realizes the connection between goods and consumers. This model has both TV shopping programs and online shopping. The invitation information, as well as the performance of advertising endorsements exist. The anchors also serve as operators, publishers, spokespersons and other multiple roles. Due to the lagging supervision, the industry has no threshold, and the quality of the anchors is uneven. Highlight.
Li Yougang, deputy director of the “Standards” Expert Committee, said that during this epidemic, “live streaming” shows great advantages. However, the “live broadcast with goods” industrial chain is very complicated, and the information is asymmetric. In this model, brand owners value the traffic of the anchor, and consumers trust the endorsement of the anchor. If there is a problem with the product and the anchor does not bear any responsibility, it may be out. problem. Relevant participants, such as network anchors, content publishing platforms, and product supply companies, lack clear management standards and supervision mechanisms, and there is no basis for the standardization and standardization of related industries and industrial chains.
Sun Zhisheng, deputy secretary general of China Chamber of Commerce’s Media Purchase Committee and leader of the Standards Working Group, pointed out how to standardize the sustainable development of live broadcast shopping and protect the vital interests of consumers, Formulating a series of perfect technical standards and forming a basis for administrative units to handle according to law has become the focus of consideration in the drafting of the “Standards”. The China Chamber of Commerce Media Purchase Committee has organized industry experts, scholars, representatives of enterprises, and representatives of functional departments to conduct several online seminars. At present, the drafting work has basically been completed.