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　　On April 9, in Qihe Big Cherry Planting Base in Lipanzhuang Village, Haiyang Town, Haigang District, Qinhuangdao City, villager Su Shiming used the online platform to promote big cherries live. People’s vision

　　During the epidemic period, e-commerce services have made new achievements, and new consumption has accelerated, with live delivery, online group purchase and cloud travel … … These new online consumption formats show great vitality. The the Political Bureau of the Communist Party of China (CPC) Central Committee meeting held on March 27th demanded that the new online consumption enthusiasm be maintained.

　　At present, where is the new online consumption? What are the advantages of these new online formats to expand household consumption? What other policies are needed to accelerate the development of new online consumption? Recently, our reporter approached some consumers and entrepreneurs and conducted an investigation and interview on new online consumption.

　　— — Editor

　　Zhao Xue, a consumer in Nanchang, Jiangxi — —

　　Live broadcast makes people want to buy.

　　"During the epidemic, I couldn’t go out shopping. Many friends around me recommended online live shopping. After I tried it, I found it was really good, and I gradually liked this new shopping method." Speaking of "live broadcast with goods", Zhao Xue, who lives in Taoyuan Street, Xihu District, Nanchang City, Jiangxi Province, suddenly opened the "chatterbox".

　　Like many young female consumers, Zhao Xue is curious about new things and willing to try them early. After participating in online live broadcasts several times, it has become her living habit to choose goods from the live broadcast room.

　　Open the live shopping cart in Zhao Xue. There are many kinds of goods, such as fresh food, clothing, daily necessities, food, beauty cosmetics and home appliances. Among them, fruit is the most frequently purchased. She loves to "watch" in the live broadcast room of agricultural products in Pinduoduo: "pineapple in Xuwen, Guangdong, orange in Danling, Sichuan, navel orange in Zigui, Hubei & HELIP; … I have bought all these special fruits, which are delicious and cheap. " Zhao Xue said.

　　On the surface, "live broadcast with goods" is somewhat similar to traditional TV shopping: goods are displayed with pictures and videos, and delivered to your door after placing an order. So, why are more and more consumers willing to stare at the "live room"? In Zhao Xue’s view, live broadcast with goods is highly sought after because of its strong sense of participation and experience, which can make people trust and want to buy.

　　— — More intuitive, more realistic and more three-dimensional product display can effectively reduce the trial and error rate.

　　"A few days ago, I planned to buy a sweater through live broadcast. The anchor’s height, weight and skin color were similar to mine. I asked her to try on clothes of various colors and sizes, and finally found that a purple medium size had the best effect, so I was relieved to place an order." Zhao Xue said that girls love to buy clothes. In traditional online shopping, the product display area is static, which often makes people struggle in the selection of numbers and colors. The live broadcast room is more stereoscopic and real, and it is generally not wrong to buy it.

　　— — Professionals explain online, which has stronger guidance and effectively reduces time costs.

　　Last week, Zhao Xue was going to buy an oven and jumped back and forth between several live broadcasts. In the end, she couldn’t make up her mind which one to choose. But later, she found that there was a food "Daren" in the live broadcast room, which directly used the oven to make excellent and delicious bread. Many fans left messages: "Great, yeast and flour are ready, just wait for this ‘ Baby ’ Go home. " Zhao Xue decided to buy this one.

　　— — Red envelope rain, shopping vouchers, spike full reduction … … More price concessions are attractive.

　　"I am concerned that there is an air fryer in a live broadcast room. At some time from 8: 00 to 10: 00 every night, the anchor will distribute 50% discount coupons. This limited-time limited promotion is very attractive, and everyone wants to try their luck. Last week, I grabbed a half-price ticket and quickly placed an order. " Zhao Xue said.

　　He Qinyao, the owner of Yichang live broadcast in Hubei — —

　　Walk out of a new road of development

　　Two small stores, during the epidemic, achieved sales of 500,000 yuan by live broadcast! This is the "report card" handed over by Hubei girl He Qinyao after 1980s. Compared with some online celebrity anchors, this figure may not be so amazing, but you know, He Qinyao started to broadcast live from scratch. When she first tried to walk into the studio, she didn’t even dare to look at the camera.

　　He Qinyao is the head of two Tmall Premium Electrical Appliances Experience Stores in Yiling District and Zigui County, Yichang City, Hubei Province. During the epidemic, in order to stabilize the turnover, she began to test the new format of "live broadcast with goods".

　　To this end, He Qinyao participated in the Taobao live training course, and the platform also provided him with professional equipment such as live support. In mid-February, He Qinyao started the first live broadcast.

　　However, when the live broadcast started, she suddenly became very nervous, afraid to look directly at the camera, let alone speak vaguely. This is very different from what Kan Kan talked about when she usually introduced products to customers in the store.

　　In order to overcome the camera fear, He Qinyao began to train herself by recording videos. For a week in a row, she adjusted the camera alone in the store to "simulate" the live broadcast. Record hundreds of videos at the end of the day, watch them again and again, improve them again and again, adjust your tone and speed, and design actions to make yourself look more natural.

　　Gradually, He Qinyao let go of himself, and the live broadcast was smoother every time. Her fans in the live broadcast room quickly exceeded 1,000, and a live broadcast can sell nearly 10,000 yuan of goods.

　　"As the turnover is getting higher and higher, you will become more and more confident, and now I can handle it freely in the live broadcast room." He Qinyao said.

　　After tasting the sweetness, He Qinyao began to help other shop assistants walk into the live broadcast room. After several explorations, He Qinyao’s live broadcast of Tmall Premium Store formed a relatively fixed mode divided into three periods: the first period was operated by a male colleague to warm up and chat with fans in the live broadcast room; Then there is the live broadcast of the shop tour, in which the clerk recommends the products to consumers in the shop and answers the online questions of consumers; Finally, He Qinyao is the anchor himself.

　　"Every business has its own live broadcast style, and our ‘ Syllogism ’ The model allows the clerk to participate, which improves everyone’s enthusiasm and the effect is good. " He Qinyao said.

　　"During the epidemic, we found a new way to develop online live broadcast, and we intend to promote it normally in the future." He Qinyao said.

　　Expert advice — —

　　Improve the consumer rights protection mechanism.

　　As a new online shopping method, "live broadcast+e-commerce" ushered in explosive growth during the epidemic.

　　"Fire" is in the growth rate of fans. In 50 days, from 0 to 2.7 million fans, Li Jiwang, the owner of Pinduoduo live broadcast in Qinghe, Hebei Province, opened his cashmere clothing brand "Chuanger" to the live broadcast platform in Pinduoduo. Six anchors in the store broadcast live 24 hours a day, the store went online for 50 days, and "Chuanger" women’s wear sold 34,000 pieces.

　　"Fire" is in the content of goods. On March 8th, Alibaba’s local life service platform was broadcast live by 24 well-known commercial complexes in 18 cities, including Hangzhou Crystal City, Shanghai Xingguangyao, Chongqing Banan Wanda and Guangzhou Modern Department Store, with nearly 50 live broadcasts, so that consumers in front of the screen could visit the national shopping malls without leaving home.

　　"Fire" is in the ability to carry goods. On March 28th and 29th, Suning and his party came to Tianmu Mountain in Zhejiang Province to broadcast the process of farmers digging bamboo shoots live. According to statistics, the two-day live broadcast attracted more than 2 million people to watch, and nearly 150,000 buyers placed orders to buy bamboo shoots from Tianmu Mountain, with a cumulative sales of 700,000 Jin and sales of more than 4 million yuan.

　　According to the consulting data of Ai Media, the number of users in the online live broadcast industry in China has increased to 504 million in 2019, with a growth rate of 10.6%. In 2020, it will maintain a rapid growth momentum, and the number of users is expected to reach 526 million, accounting for more than half of netizens.

　　"Whether online celebrity brings goods or the clerk brings goods, this new form enriches the way of online sales of goods and makes users have a better consumption experience." Zhu Wei, deputy director of the Communication Law Research Center of China University of Political Science and Law, said.

　　Zhu Wei believes that the live broadcast platform should always put the interests of consumers first, and further improve the consumer rights protection mechanism from the whole link such as supply chain and circulation chain.

　　A few days ago, the "Online Survey Report on Consumer Satisfaction of Live E-commerce Shopping" released by China Consumers Association showed that from the perspective of the satisfaction of various nodes in the live e-commerce shopping process, such as publicity, live broadcast, goods, payment methods, logistics and after-sales, the highest degree of consumer satisfaction is the payment link, which is 79.1 points; The lowest degree of satisfaction is the publicity link, which is 64.7 points. The consumers interviewed have more opinions on two issues: the exaggeration and false propaganda of the anchor, and the sale of links that cannot explain the characteristics of the goods in the live broadcast room.

　　"To guide the healthy and orderly development of the live e-commerce industry, it is necessary to promote social co-governance, severely crack down on all kinds of violations of laws and regulations, and also strengthen supervision and clarify the responsibilities and obligations of live e-commerce operators, especially live e-commerce platform operators. In particular, focus on key nodes and strengthen the standardized management of anchor groups. " Zhu Wei said.

　　Comics from Xinhua News Agency

　　(Reporter Zhao Liuying text/map) With the rise and development of the webcast platform, the events of "Xiong Haizi" spending huge sums of money to reward anchors frequently occur, and the amount of rewards ranges from tens of thousands to hundreds of thousands.

　　Ms. Chen, a citizen engaged in the clothing business, has recently encountered such "troubles". Since September last year, Han Han, an 11-year-old daughter, has frequently recharged and rewarded the live broadcast platform in the United States, spending a total of more than 70,000 yuan.

　　Primary school girls reward network anchors for more than 70 thousand yuan

　　"I didn’t expect that she would spend so much money on the live broadcast platform, which I don’t understand." Ms. Chen said that her daughter is usually very sensible and studies well, and she is also the monitor of the class.

　　Since last year, Ms. Chen has found that her daughter always plays mobile phones and has been educated several times, but she has not taken it to heart. "Now children like to play mobile phones, and they think that their daughters are also very obedient at ordinary times. They have not done anything out of the ordinary, so it is no harm to play during the holidays."

　　However, just during the holiday, the webcast platform "took advantage of it". Han Han registered a Meipai account with his own QQ number, without real-name authentication, and registered with his own mobile phone number and authenticated his identity.

　　The reporter inquired about the reward record of Han Han in the beauty auction. The account bound by QQ number was rewarded with a total of 14,806 yuan, and the account bound by mobile phone number was rewarded with a total of 61,988 yuan. Reward records are mostly concentrated in the evening, especially during holidays.

　　"The amount of rewards on weekdays is relatively small, mostly 30 to 50 yuan. The large amount of rewards is mainly concentrated in holidays. In October last year alone, more than a dozen 1888 yuan were rewarded, including three 1888 yuan on October 8, and the reward amount in October was nearly 30,000 yuan." Ms. Chen said that in addition, in February and May this year, there were also a large number of rewards.

　　"When I usually use WeChat to pay, my daughter is beside me, and I didn’t deliberately avoid it. It is estimated that my daughter secretly wrote down the payment password." Ms. Chen said that in addition to the usual pocket money, there is no large amount of cash in her daughter’s WeChat account, and the money for rewarding the anchor is that her daughter steals her mobile phone and makes red packets and transfers on WeChat.

　　Ms. Chen said that when doing business, many customers will put money into their WeChat accounts, and they will also use it on weekdays. In addition, her daughter deleted the record of red envelopes and transfers, so for a long time, Ms. Chen did not find it. At present, Ms. Chen hopes that Mei Pai can refund her daughter’s reward.

　　Live broadcast platform: only when the user is a minor can the money be refunded.

　　So, what is the response of the US film to this matter? The reporter contacted Xiamen Meitu Net Technology Co., Ltd., a subsidiary of Meipai, for the first time.

　　"At present, this matter is under investigation. First, we have to confirm whether the user is really a minor, and then we can refund the reward." Zhang Kai, the marketing department of Meitu, said that it takes evidence to confirm the identity of minors and time to communicate with users. As long as the evidence is perfect, you can get a refund.

　　It is reported that one of Hanhan’s Meipai accounts has been authenticated, and the ID number entered can confirm his minor status; Most of the other accounts use WeChat payment for rewards, and WeChat payment has been authenticated by real name. Can it be confirmed that Han Han is a minor?

　　Zhang Wei said that WeChat’s real-name authentication, they can’t see the background data, but also need to check the user’s usual records and live content on the platform to confirm whether the US pat account and the payment account are the same person and both are minors.

　　Prove that "rewarding people" is a difficult problem for minors to protect their rights.

　　It is understood that to enter the live broadcast platform of the United States, you only need to enter the mobile phone number, or bind the micro signal and QQ number to enter, and you don’t need real-name authentication, so minors are not restricted to register. Then, how to manage the platform for blind consumption of minors?

　　Zhang Kai said that when giving a gift to the anchor for consumption, he will jump to a recharge page. At the top of the page, he will be prompted whether it is a guardian companion mode. Once this mode is selected, he will not be able to provide a recharge service.

　　However, although the platform has set this restriction, it is not a rigid requirement. For many minors, the guardian companionship mode will not be actively turned on, and the behavior of recharging and rewarding can still be carried out.

　　With the popularity of live broadcast platforms, it frequently happens that minors spend huge sums of money to reward anchors all over the country. Faced with this problem, almost all live broadcast platforms will require proof that users are minors when rewarding anchors. However, how to prove it? This has also become a major problem for parents of minors to defend their rights and recover rewards.

　　Lawyer: Civil acts beyond the capacity of minors are invalid.

　　In recent years, with the rapid development of webcasting platform, the problem of lack of supervision has been frequently exposed, which is not only the hardest hit area for the spread of obscene articles, but also the lack of defense lines for minors, which leads to the addiction of minors to live broadcasting platform, and frequent incidents of rewarding anchors with huge sums of money.

　　"Minors have poor self-control ability, and many behaviors need to be under the supervision of parents. Even if they voluntarily reward the anchor, this behavior of minors is invalid." Mr. Chu, a lawyer in Zhengzhou, said that according to Chinese laws, a minor over 10 years old but under 18 years old is a person with limited capacity for civil conduct, and can engage in civil activities appropriate to his age and intelligence. Other civil activities are represented by his legal representative or with the consent of his legal representative. If the capacity is exceeded, the civil act is invalid unless the parents ratify it.

　　Indeed, minors are unable to dispose of large amounts of property. On the one hand, parents should take good care of their children, on the other hand, the webcast platform should be gradually improved. "The next step for the regulatory authorities should focus on whether some network anchors have induced users, especially minors." Mr. Chu said that the webcast platform should gradually improve the risk warning and fulfill the obligation of auditing and verifying identity.

　　In addition, some insiders believe that with the popularity of mobile Internet, payment methods have become faster. Parents should also strengthen safety precautions for their children to play mobile phones and guide their children to develop healthy and positive Internet usage habits.