The difference between the two lies in whether selling fakes is based on the anchor's personal wishes or limited by the team's auditing ability. "The team behind some anchors may have insufficient qualifications and abilities to effectively control the selection, quality control and product chain, which leads to the problem of selling fakes." Xu Yang (a pseudonym), head of a head MCN organization, told the reporter.
"This is also related to the mechanism of the live broadcast team. If the team's product selection mechanism is perfect, when the product has problems, the internal team will eliminate the product from the live broadcast room; However, if some anchors have too strong a voice, the whole team's ability to choose and control may be relatively weak. "
But whether it is active or forced, from the outside world, the core problem is that the live broadcast team and organization have insufficient control over the products and supply chain.
The object that consumers can blame.
"Consumers who buy fake and shoddy products or products with quality problems may demand compensation from both producers and sellers. According to the analysis of the Anti-Unfair Competition Law, the anchor can actually be regarded as an operator in a broad sense. " Li Weihua explained to reporters that if the anchor exaggerates the product effect or is suspected of false propaganda to deceive consumers, then from the perspective of product endorsement responsibility or operator obligation, the anchor should bear corresponding responsibilities.
At the same time, e-commerce platforms that have lost their right to speak should also bear the obligation of review. "Audit should have a certain scale. If consumers can find that a product is suspected of infringement, but there is an anchor doing endorsement sales with great fanfare, then the platform is duty-bound. " Li Weihua added.