The policy of live broadcasting industry is tightening, reshuffle is speeding up, and Li Jiaqi and Weiya are not fragrant?

 The policy of live broadcasting industry is tightening, reshuffle is speeding up, and Li Jiaqi and Weiya are not fragrant?

Live broadcast has become an important way of enterprise marketing

These Internet celebrities are also accelerating their embrace of the capital market. There are more than 20 listed companies and Li Jiaqi, Weiya and other online celebrities to cooperate. In September this year, the fast brother team of Simba came to cooperate with the listed companys starting shares and Sheng Xun Da Kwai.

During the period of this year, we set up a live broadcast platform for pharmacists to meet the needs of online and offline businesses. The relevant person in charge of the pharmacist group told reporters that during the live broadcast, pharmaceutical enterprises can interact with users of pharmacies and clinics all over the country and give immediate feedback. In addition, the effective communication channel from pharmaceutical enterprises (manufacturers) to users (purchasers) built by live broadcast enables pharmaceutical enterprises products and policies to be accurately pushed to different types of terminals covering the whole country through the background data technology and terminal coverage capability of pharmacists help platform.

Chaos behind the excitement

When the live station on the tuyere, low entry threshold led to chaos in the industry. On November 20, the Chinese Consumer Association released the public opinion analysis on consumer rights protection of double 11, pointing out that through the analysis of online big data public opinion through the relevant consumer rights protection situation, it was found that the negative consumption information during the double 11 promotion this year mainly focused on two aspects, including live delivery with goods and unreasonable rules, and named Wang Han, Li Xueqin and Li Jiaqis live broadcasting room no change after buying And so on.

On the one hand, the counterfeiting of influence indicators such as the number of viewers bragging and the water injection of sales data has formed an industrial chain. On the other hand, competition in the same industry, such as malicious bill swiping, fancy kicking and false reporting, also pollutes the live broadcasting ecology. China Consumer Association said.

The chaos of live broadcasting industry leads to the increase of consumption disputes and complaints. For example, there are some problems in the medical and American live broadcasting market, such as swiping orders, uneven quality and high return rate. In this regard, Li Bin, chairman of United Liga medical cosmetology group, said in an interview with the Securities Daily that the emerging online Red live delivery of goods, in addition to a large amount of pit fees, there is a high amount of account sharing, and the normal price is pressed to the floor. Finally, the medical and aesthetic institutions are only left to lose money and earn money. Medical beauty is a personalized behavior of diagnosis and treatment. Blindly low price will only discount the service of medical and aesthetic institutions, resulting in more medical and aesthetic consumption disputes.

In the future, medical and beauty live broadcasting will be strictly regulated, for example, the identity of the Emmi anchor will be regulated; the content of the live broadcast should be specified, so that no doctor can receive medical treatment online; whether the sales of medical and aesthetic products should be regulated by the advertising law. Li Bin thinks.

In the case of tightening policy, some platforms are also increasing the security audit of live broadcast of merchants. The relevant person in charge of the pharmacist group told the reporter that the company has formulated the platform network live broadcast management specification according to the relevant laws and regulations, strictly audit the qualification of the live broadcast subject and verify the relevant responsible personnel. First of all, check and register the contact information, business license, drug production / business license, food production / business license, class II record certificate and other relevant qualifications of the live broadcast merchants on the platform of pharmacists help; secondly, according to the principle of real name in the background and Certificate in the front desk, the contact information, identity information and professional license of the anchor of the platform are verified.

Network live marketing is a new topic, a big topic, and also a hot topic. Social Research on it is just beginning. Professor Liu Shuangzhou told reporters.

Source of this article: Yang Qian, editor in charge of Securities Daily_ NF4425