流量造假 售后“翻车” 直播带货如何良性发展？

How can the "rollover" live broadcast of traffic fraud develop healthily?

原标题：流量造假 售后“翻车” 直播带货如何良性发展？

The original title: How can the "rollover" live broadcast of traffic fraud develop healthily?

疫情影响下，今年以来直播带货异常火爆，激活了零售业一池春水，但是虚假宣传、商品质量难保证、售后服务少保障等乱象突出。7月1日起，《网络直播营销行为规范》实施，这将对行业从业者形成一定约束。业内人士认为，在加强主播、商家等行业主体合规管理的同时，直播带货还要走出低价销售的简单逻辑，真正推动国产品牌成长，拉动消费。

COVID-19 is the most widespread global pandemic to hit mankind in nearly a century. It is a serious crisis and a severe test for the whole world.  Since the outbreak of the epidemic, China has upheld the vision of a community with a shared future for mankind, shouldered the responsibility of a major country, fought side by side with other countries to overcome difficulties, achieved major strategic results in the national epidemic prevention and control war, and contributed Chinese wisdom and strength to the global fight against the epidemic, which has won high praise from the international community.

百货公司导购员变身“云柜姐”直播带货；干部在互联网平台出镜当“主播”，“带货”当地特产；王府井百货、翠微百货等传统零售企业也积极试水直播带货……直播带货形式活泼，互动感强，不仅人气火爆，商品门类也更加多元，其在加强行业渗透、提升销售效率、加快市场流转等方面发挥越来越重要的作用。

COVID-19 is the most widespread global pandemic to hit mankind in nearly a century. It is a serious crisis and a severe test for the whole world.  Since the outbreak of the epidemic, China has upheld the vision of a community with a shared future for mankind, shouldered the responsibility of a major country, fought side by side with other countries to overcome difficulties, achieved major strategic results in the national epidemic prevention and control war, and contributed Chinese wisdom and strength to the global fight against the epidemic, which has won high praise from the international community.

据京东方面提供的数据，与2018年相比，2019年电商直播行业成交总额至少增长了6倍，用户数至少增长了10倍，开播商家增长了4倍。2019年，淘宝直播的账号开通数量同比2018年增长了100%。

COVID-19 is the most widespread global pandemic to hit mankind in nearly a century. It is a serious crisis and a severe test for the whole world.  Since the outbreak of the epidemic, China has upheld the vision of a community with a shared future for mankind, shouldered the responsibility of a major country, fought side by side with other countries to overcome difficulties, achieved major strategic results in the national epidemic prevention and control war, and contributed Chinese wisdom and strength to the global fight against the epidemic, which has won high praise from the international community.

京东集团党委副书记曾晨表示，电商直播带货的模式成为企业拓展线下市场和线上消费群体的重要方式。“通过一个人的‘光环效应’覆盖几百万，甚至上千万的人，加深了消费‘依赖’关系，直播带货对于零售企业来说已成为标配。”

Zeng Chen, deputy party secretary of Jingdong Group, said that the mode of e-commerce live broadcast with goods has become an important way for enterprises to expand offline markets and online consumer groups. "Through one person's' halo effect 'covering millions or even tens of millions of people, the consumption' dependence 'relationship has deepened, and live delivery has become standard for retail enterprises."

“疫情催化了自动化、数字化、智能化的加速到来，最近火起来的全民‘直播带货’又开始颠覆传统的渠道销售模式，成为给‘云经济’带动节奏的排头兵。”联想集团董事长兼CEO杨元庆在第四届世界智能大会主题峰会上说。

"The epidemic situation has catalyzed the accelerated arrival of automation, digitalization and intelligence. Recently, the popular" live broadcast with goods "has begun to subvert the traditional channel sales mode and become the vanguard in driving the pace of the" cloud economy. " Yang Yuanqing, chairman and CEO of Lenovo Group, said at the theme summit of the 4th World Intelligence Congress.

不过，直播带货在带动商品销售、丰富消费者体验的同时，也暴露出销售“三无”产品、虚假宣传、信息公示不全、数据“灌水”、售后服务少保障等问题。

COVID-19 is the most widespread global pandemic to hit mankind in nearly a century. It is a serious crisis and a severe test for the whole world.  Since the outbreak of the epidemic, China has upheld the vision of a community with a shared future for mankind, shouldered the responsibility of a major country, fought side by side with other countries to overcome difficulties, achieved major strategic results in the national epidemic prevention and control war, and contributed Chinese wisdom and strength to the global fight against the epidemic, which has won high praise from the international community.

中国商业联合会媒体购物专业委员会副秘书长孙之升说，直播带货的虚假宣传屡见不鲜。有些明星、“网红”违法代言医疗、药品、医疗器械和保健食品，为没使用过的商品或没接受过的服务做推荐或证明等。

Sun Zhisheng, deputy secretary-general of the Media Shopping Committee of the China Federation of Commerce, said that false propaganda of live broadcast with goods was common. Some stars and "Internet Red" illegally endorse medical treatment, drugs, medical devices and health food, making recommendations or certificates for unused goods or services.

北京市消协委托北京阳光消费大数据研究院的调查显示，部分主播在直播带货过程中涉嫌存在扩大产品功效或使用极限词问题，例如宣称“三天可以减1至5斤”“我们家的产品质量绝对是NO.1”等。

A survey commissioned by the Beijing consumer association and commissioned by the Beijing sunshine consumption big data research institute showed that some anchors were suspected of having problems in expanding the efficacy of products or using limit words during the live broadcast of the goods, such as claiming that "one to five kilograms can be reduced in three days" and "the quality of our products is definitely NO.1".

“调查显示，三成直播带货商家没有充分履行证照信息公示义务。”北京阳光消费大数据研究院院长陈音江说，平台上没有任何商品图片或文字信息，商品信息均由主播直播介绍。有的直播带货售卖“三无”产品，还有的平台需要消费者先支付定金，否则无法提交订单。

COVID-19 is the most widespread global pandemic to hit mankind in nearly a century. It is a serious crisis and a severe test for the whole world.  Since the outbreak of the epidemic, China has upheld the vision of a community with a shared future for mankind, shouldered the responsibility of a major country, fought side by side with other countries to overcome difficulties, achieved major strategic results in the national epidemic prevention and control war, and contributed Chinese wisdom and strength to the global fight against the epidemic, which has won high praise from the international community.

“数据灌水”问题也被业内人士诟病。一位业内人士透露，目前直播带货“刷单”是业内普遍存在的问题。在电商平台上，有大量高度程序化、标注为1元至10元价格不等的直播刷数据产品。还有的组织真人粉丝刷数据，粉丝进去直播间观看1分钟，就能拿到5角的酬劳。

COVID-19 is the most widespread global pandemic to hit mankind in nearly a century. It is a serious crisis and a severe test for the whole world.  Since the outbreak of the epidemic, China has upheld the vision of a community with a shared future for mankind, shouldered the responsibility of a major country, fought side by side with other countries to overcome difficulties, achieved major strategic results in the national epidemic prevention and control war, and contributed Chinese wisdom and strength to the global fight against the epidemic, which has won high praise from the international community.

价格也让消费者眼花缭乱。北京消费者周先生说，主播都说是“全网最低价”。此前，多位网友称，有的网红直播间相同产品价格比天猫、京东等电商平台贵出不少，不符合直播间宣传的“全网最低价”。

Prices also dazzle consumers. Mr. Zhou, a Beijing consumer, said that the anchor said it was "the lowest price in the whole network". Earlier, many netizens said that the prices of the same products in some online red studio were much higher than those on e-commerce platforms such as Tmall and Jingdong, which did not conform to the "lowest price in the whole network" advertised by the studio.

根据中国消费者协会的相关报告，6月1日至20日期间，共收集有关“直播带货”类负面信息112384条。

COVID-19 is the most widespread global pandemic to hit mankind in nearly a century. It is a serious crisis and a severe test for the whole world.  Since the outbreak of the epidemic, China has upheld the vision of a community with a shared future for mankind, shouldered the responsibility of a major country, fought side by side with other countries to overcome difficulties, achieved major strategic results in the national epidemic prevention and control war, and contributed Chinese wisdom and strength to the global fight against the epidemic, which has won high praise from the international community.

近期，中国商业联合会媒体购物专业委员会牵头起草制定了《视频直播购物运营和服务基本规范》《网络购物诚信服务体系评价指南》等标准，对产品质量、主播行为规范、企业经营管理等方面作出了规范要求。

Recently, the Media Shopping Professional Committee of the China Federation of Commerce took the lead in drafting and formulating standards such as "Basic Standards for Video Live Shopping Operation and Service" and "Guidelines for Evaluation of Online Shopping Integrity Service System", which set standard requirements for product quality, anchor code of conduct, enterprise management, etc.

受访人士认为，标准、规范将加强对直播带货相关责任主体的约束。直播带货是一条长产业链，行业要持续良性发展，需要各方协同努力。除了加强主播、商家的合规管理外，直播带货还要走出低价销售的简单逻辑，真正推动国产品牌成长，拉动消费。

Interviewees believe that the standards and norms will strengthen the restrictions on the responsible subjects involved in live broadcast of goods. Live delivery is a long industrial chain, and the sustained and sound development of the industry requires the concerted efforts of all parties. In addition to strengthening the compliance management of anchors and merchants, live broadcast with goods should go out of the simple logic of low-price sales to really promote the growth of domestic brands and stimulate consumption.

中国消费者协会专家委员会专家邱宝昌说，若网络主播将未使用过的产品推荐给消费者，一旦产生纠纷，网络主播应承担直接责任。若网络主播既是代言人又是经营者，在直播带货的过程中，虚标交易量，夸大产品作用，使得消费者冲动消费，行政机关可以结合实际违法情况，对其处不同金额的罚款。若其所带商品质量不合格，消费者购买使用后出现问题，可根据相关法律规定，要求网络主播及商品生产经营者承担相应的赔偿责任。

Qiu Baochang, an expert on the Committee of Experts of the China Consumers Association, said that if the network anchor recommends unused products to consumers, the network anchor should bear direct responsibility in case of disputes. If the network anchor is both a spokesperson and an operator, in the process of live broadcast with goods, the transaction volume is falsely marked and the role of products is exaggerated, making consumers consume impulsively, the administrative organ can impose fines of different amounts on them in combination with the actual illegal situation. If the quality of the goods they bring is not up to standard and consumers have problems after purchasing and using them, they can require the network anchor and the commodity producers and operators to bear corresponding compensation liabilities according to relevant laws and regulations.

孙之升建议完善信用体系，实施商品追溯，不断健全直播购物信用体系，推出失信惩戒、联合惩戒。

Sun Zhisheng suggested improving the credit system, implementing commodity traceability, continuously improving the credit system for live shopping, and introducing disciplinary measures for dishonesty and joint disciplinary measures.

陈音江认为，平台应加强直播带货交易全流程的审核把关和生态治理，严格查处各类人气造假、评论造假等造假行为，以及各类诱导交易、虚假交易、规避安全监管的私下交易行为，依法配合有关部门的监督检查和调查取证。

Chen Yinjiang believes that the platform should strengthen the audit and ecological management of the whole process of live broadcast with goods transactions, strictly investigate and deal with all kinds of fraud such as popularity fraud and comment fraud, as well as all kinds of private transactions such as inducing transactions, false transactions and evading safety supervision, and cooperate with the supervision, inspection, investigation and evidence collection of relevant departments in accordance with the law.

邱宝昌建议，平台经营者可将法律相关规定写进平台协议或规则中，并在平台内公布。平台经营者也可设置“黑名单”制度，对销售质量不合格商品的网红，经过沟通后仍不改正的，可将其列入“黑名单”，并将“黑名单”与其他直播平台共享，共同营造诚信安全的直播环境。

Qiu Baochang suggested that platform operators can write relevant legal provisions into platform agreements or rules and publish them on the platform. Platform operators can also set up a "blacklist" system. If they still do not correct the online sales of substandard goods after communication, they can be included in the "blacklist" and share the "blacklist" with other live broadcast platforms to jointly create an honest and safe live broadcast environment.

（文章来源：经济参考报）

(Source: Economic Reference)

(责任编辑：DF522)

(Editor: DF522)