Simba torn the Douyin hand and unveil the supply chain wound of the live broadcast and bring

Picking / He Xijin

Edit / Wan Tiannan

As a head Internet celebrity, Simba, who has 99 million fans, will never lack topics.

On August 30, Simba repeated the old things in the Douyin live room and accused the Douyin "dual standard". The news broke the news that many Douyin net red, including Liu Genghong, had sold the same bird's nest, but it did not have not did not. I was punished, but I was sent to the hot searches by Douyin.

As soon as the news came out, public opinion was uproar. ##The topic will be on Sina Hot Search the first morning.

Liu Genghong quickly came out to apologize, admitting that because the company's selection was not rigorous enough, the team would definitely urge the team to be more rigorous in the future. At that time, the channels for bringing goods were not on Douyin, but live broadcast on Taobao.

In fact, the online celebrity live room is not an example for selling counterfeit and shoddy products.

Not long ago, the actor Qi Wei was questioned by netizens, and even appeared on Sina Hot Search. Netizens showed the identification results. Qi Wei chose to call the police on the same day, but so far it has not been concluded.

And "Financial Story" found through the black cat complaint platform retrieval and found that as of 16:00 on September 6 this year, only 2247 complaints about "fast -handed fake" complaints, and complaints about "Douyin fake goods", more As many as 4,441.

Many official media names criticized fakes, and the relevant person in charge of the Supreme People's Procuratorate also said in an interview with the media that live broadcast and cargo sale can be held accountable. Even so, the pseudo -shoddy products in the live room are difficult to eliminate, why is this?

Merchants: Suppliers are walking around, reliable supply chain is difficult to find

"Our team has been trying to transform as a live e -commerce business since last year, but after more than a year, we have not found a reliable supply chain." Speaking of this, he sighed with annoyance.

Last year, his game company, because he saw the rise of live e -commerce in recent years, and wanted to share a share, so he established an e -commerce incubation team to open up the company's business.

At the beginning, everyone was full of confidence, thinking that with the user traffic of Douyin, the livelihood was widely broadcast, but after understanding, the water was deep. Just a supply chain problem, they stopped them.

It is understood that there are roughly five models of the supply chain of live broadcasts, namely brand collection, brand channels, wholesale stalls, tail goods combinations and agency operations.

The first two types are generally led by the brand, and there are not many opportunities to leave a small seller. The gameplay is required to have an e -commerce foundation. "You need to negotiate with the brand or merchant to be responsible , Pitcher (buy traffic). "Shengsheng said that there is also a certain threshold request.

Cooperation with the wholesale market or tail goods supplier has become the first choice for many small sellers. However, these two supply chain models are difficult to manage, and it is easy to occur in product quality and after -sales problems.

Last year, Xiaoyu was a cargo anchor in a clothing studio. It was a husband and wife shop. It was located in the old community in Guangzhou.

The boss is responsible for getting the sample from the wholesale stall. The boss is responsible for the selection and operation.

The explosion has also tested the ability to undertake the supply chain. In particular, in the past two years, affected by the epidemic, merchants may encounter emergencies such as the shortage of fabric fabrics, unable to deliver goods, and temporary price increases. They can only find other factories to receive orders. In this way, it may not only delay the construction period, but also the product quality is difficult to ensure.

The heavy task of after -sales protection has also fallen on the seller. "Generally, the refund and return are responsible for the store. Unless there are too many quality problems in the goods, the boss will go to the factory. Customer complaints, the decline in scores will affect the store push traffic. Next, the guests reflect the quality problem, and the boss will return it. "

On the live broadcast e -commerce platform, in addition to merchants like the wholesale stalls like Xiaoyuqian, many small sellers choose to ship without stock sources and purchase directly from the 1688 mall and Yiwu purchase. After the after -sales sale, you don't need to stock up the goods. It sounds like a profit, but it actually faces the problem of product control.

Xiaohongshu blogger "Little Fairy's Escape Diary" resigned from the sales work. Now he is traveling to set up a stall while traveling, and tried to open his own Douyin shop, specializing in jewelry. In order to choose the product, she came to the north of the "Internet Red Live Village" Yiwu to go north, and it was investigated here for nearly a month.

She told "Financial Story": "Even if the jewelry on the two photos is exactly the same, when the two photos are exactly the same. When I read it offline, I know that the weight and workmanship are slightly different. Examine yourself and find a reliable wholesaler. "

Compared with the wholesale stall, the water of the tail combination is deeper.

The low -cost brand tail goods have always been the raising tool for the live broadcast room. According to the Kath Data Data News, Douyin anchor Sui Xin created a high sales of women's live broadcasts due to the label of the factory at the end of the factory. Take only June this year as an example. Brother trumpet) live broadcast for a total of 22 days, ranking 11th and 34th in the sales list, with an estimated sales of 89 million.

However, the brand's tail goods are easy to break the code, it is difficult to guarantee after -sales, and the timeliness requirements are high. It is necessary to stay in the tail market and continue to buy goods and choose products. Therefore, even a large live broadcast room such as Sui Xin only uses the brand tail goods as a label, and does not use it as the main supply chain.

Where does the problem in the live broadcast room come from?

The reliable supply chain is difficult to find, and the price of cabbage in the live broadcast room continues. According to the observation of "Financial Story", the problem products in the live room are mainly in these three places: First, low -cost white -brand products from the source place are uneven.

White card goods are relatively large -name, also known as factory goods. If a brand does not directly occupy the consumer mind, on the e -commerce platform, it can be called "white card" through category word search.

Many white cards claim that they are a big -name replacement, which can achieve the high quality of foreign trade products, but also allow consumers to enjoy low -cost discounts.

With the price advantage, white card products occupy the advantages on the two major platforms of Douyin and Kuaishou. Take the Douyin Beauty Sales List as an example. White cards such as Betty Bonnie, Cleani, Hailan Duo are far exceeding the international. Big-brand L'Oreal, loved by women aged 30-50 below third-tier cities.

In all fairness, white products meet the consumption needs of many users in the sinking market, and there are also high -quality high -quality products, but the mixed situation of fish and dragons is also difficult to avoid, especially in 3C digital product categories.

"At first we wanted to make a 3C digital product category, because we investigated that the return rate of this category is low compared with the clothing, but the supply chain is too difficult to find. Some factories produced by some factories. , But some factories may cut corners, the same shape, the chips and accessories inside are completely different, and it is difficult for ordinary people to distinguish. "

The situation reflected in the birth was also confirmed in the CCTV report. In early July 2021, CCTV's "Weekly Quality Report" column conducted an assault on the white brand active noise reduction headset market. The headset monitored the risk. It was found that 50%of noise reduction headsets were insufficient, and nearly 40%claimed that products with noise reduction function did not support active noise reduction at all. The quality of the white brand products is turbulent.

Second, bad suppliers are mixed with false and false, and they are fake and true.

As the saying goes, one point price and one point. The price of goods in the live broadcast room is lower than the market price, so how do merchants get greater profit margins? Naturally, some illegal merchants have made their intention to the product, choose true and false doping, and fill the truth.

For example, in August, the Qi Wei team was sold out of the live broadcast room for fakes. Qi Wei issued a statement saying that all products in the live broadcast room came from regular and legal channels, but netizens found that the "Keyan family sold in the third -party platform's heart -making and beautiful makeup identification found that Qi Wei's live broadcast room" Ke Yanshi's family family The white mud mask "was a fake, and Qi Wei chose to call the police immediately.

Some people in the industry have revealed to the First Finance that in addition to docking the brand, some merchants may also cooperate with foundries. The quality of the manufacturer's production products is almost the same as that of the brand, and it is difficult to distinguish by professional appraisal agencies.

In order to be able to earn greater benefits and reduce the risks discovered by the regulatory authorities, these foundries will be doped in the process of delivery and sell genuine products in first -tier cities. By.

Third, it is called the original and the tail order, which is really a high imitation A goods.

"Babies don't go to the counter to check the goods. This is a new product abroad. I haven't sent it in China.

"I was broadcast on the live broadcast to two o'clock, and the brand side at two o'clock was going to work. They now open my eyes and close my eyes, and I am also very nervous."

"These are the channels of Hong Kong, because the epidemic is stopped at the port. Now I will take a clear product, bring a license certificate, invoice, big gold logo" ...

If you go to the platform live broadcast room, you will hear such words.

These so -called brand original orders, tail orders, and channel goods have become high imitation catastrophe areas.

According to CCTV news reports, although there will be no specific brand names in the live broadcast room, it will be replaced by hints such as donkeys (LV) and Panjia (Pandora). These merchants usually claim that they and Hong Kong's trade work with Hong Kong Cooperation, or directly cooperated with domestic foundries, only mastered the original, tail, and channel goods.

Even compared with the original price of thousands of yuan, these goods are suspicious, and consumers in the live broadcast room are still endless.

Xiaohongshu blogger "Little Fairy's Running Diary" told "Financial Story" that these on the platform are all illegal acts. "Douyin has a lot of requirements for merchants. Research rules. "

And these sellers who have studied the platform rules are extremely thorough, and they will "smartly" avoid the platform review. "According to my observations, they will not obviously display the product logo during live broadcast, and they are very vague when they say, so that they will not be detected by the system, and they will also mislead some small white users with poor resolution."

Consumers are not easy to defend their rights, and fake compensation is difficult to implement

The fake and inferiority of the live broadcast room is also a tumor for the platform. Douyin and Kuaishou have also launched after -sales service similar to "peace buying" and "fake one" in the past two years.

Although the promise is moving, many consumers only find that they are not reassuring when they get rights to defend their rights.

Speaking of his rights to defend his rights, SIA is a bit low.

In June last year, she bought an Estee Lauder DW foundation through a net red live room. She has learned about the story of the Internet celebrity through a variety show, and trusted each other very much. In addition, the platform has a secure guarantee for the product and supports fakes. Therefore, SIA purchased this "pet powder exclusive" liquid foundation. However, when the courier arrived, when SIA saw the damaged packaging, the heart sank down and handed it to the cosmetics inspection to be identified as a fake. However, the merchant said that the appraisal agency was not authoritative and asked SIA to take the counter inspection. "This is simply a trick of tricks. I did not buy it at the counter. ! ""

SIA is angry and helpless. She can only contact the platform customer service. The customer service gave SIA a address and asked her to send the foundation to this "recognized inspection institution that was recognized by the country". But in the end, she chose to believe in the platform, but she did not wait for a complete appraisal report. Only the platform customer service was unilaterally contacted to inform her that the bottle of foundation was indeed a problem.

"I asked him whether he was a fake, right? He paused for a moment, only saying that there was a problem, he could pay three times." SIA thought that the matter came to an end, but it didn't take long, she received another Douyin customer service. Call. The other party told her that the payment application was rejected by the system. The optimal solution given by the platform was 100 yuan voucher. "But this coupon is not a paid of fakes, but to bring me a bad user experience."

The platform does not recognize that this is a fake product. SIA is caught in how to prove that this is a dilemma of fake goods, and then continue to toss and take time and effort. In the end, SIA can only choose to compromise and receive this coupon.

The complaint information provided by SIA

After a year, some consumers told "Financial Story" that the platform's reassure purchase service has not been significantly improved.

During the 618 event this year, Huihui bought a pair of CROCS brand cloud cave shoes in the Douyin live room. The counter sales price was 499 yuan, and the live broadcast room only needed 288 yuan.

Huihui immediately placed an order, but after getting the goods, she found that whether it was the clarity of weight or logo printing, this product was involved in the genuine products that they had been in contact with their offline counter. She sends the comparison pictures of genuine and physical to the platform, but the platform is not enough to determine that it is a fake.

So Huihui also fell into a dilemma of self -proven. She proposed to send shoes to the platform for genuine testing, but the platform did not respond positively.

In the call records at the time, Huihui asked customer service: "How do you determine that the goods sold by the merchant are genuine? Your so -called qualification certification is only a business license. If the merchant has a business license, you can open the Douyin shop, but it can be opened. However This merchant has no authentic authorization book. Your platform has not verified the authenticity of the merchant's products, but it has given him the qualifications of your peace of mind. Now there is a problem with the product, shouldn't you take responsibility? "

In the end, the two parties negotiated without results, and the Douyin platform was still willing to give Huihui 150 yuan without threshold coupon compensation. Huihui angrily complained about the "Gu Qing Clothing Specialty Store" through the 12315 mini program, but the feedback results obtained could not be connected to the respondent. The address and telephone number did not match.

There are not a few consumers like SIA and Huihui who have difficulty defending their rights. They can see their rights that defend their rights on the black cat complaint platform and Xiaohongshu, and most of the stories are similar.

In 2020, the "Online Survey Report of Live E -commerce Shopping Consumers" released by the China Consumers Association shows that 37.3%of the interviewed consumers encountered product quality problems during live shopping, and only 13.6%of consumers encountered encounters After the problem, it is difficult for consumers to defend their rights, and it will undoubtedly reduce the cost of selling the price and promote the arrogance of illegal merchants.

In the second half of the live broadcast e -commerce, the supply chain construction becomes the key

It is difficult for merchants to find a reliable supply chain. It is difficult to prevent fake and shoddy products on the platform, and it is difficult for consumer after -sales service to guarantee ... The content e -commerce must develop, and the supply chain has become a short board that needs to be supplemented.

In fact, in order to continue to develop, the two major live e -commerce platforms of Douyin and Kuaishou are not unprepared in terms of counterfeiting and construction of supply chain.

As far as the drainage of the front -end live broadcast room is concerned, the two major platforms of Douyin and Kuaishou are strengthening the supervision of merchants and anchors, and began to pay attention to the quality control of the product.

According to the "2021 Douyin E -commerce Consumer Rights Protection Annual Report", Douyin intercepted over 91 million times throughout the year, and actively banned illegal goods over 5.8 million pieces. More than 400,000 times, the clear retirement of more than 40,000 merchants.

In terms of fast -handed e -commerce, it also released the "2021 Express E -commerce Trust Construction Annual Report" in March this year, which disclosed the platform's ecological construction and governance.

Through the algorithm and technical means, the fast -handed platform intercepted more than 62.44 million suspected counterfeit and inferior products throughout the year. It banned 210,000 illegal anchors and merchants.

As far as the construction of the back -end supply chain is concerned, shake and fast are also learning traditional e -commerce platforms, establishing live broadcast bases in the supply place, and trying to achieve standardized management of quality inspection, warehousing packaging, and logistics delivery.

Under the rectification of the platform, the quality assurance of some of these categories has improved, such as jewelry. "Many jewelry consumers are afraid that the merchants will be charged in the secondary and impersonate Class A with category B. In fact, this situation is difficult to happen." This year, the small fish who switched to the emerald with the anchor of emeralds revealed.

She patiently explained the reasons: "First, most of the jadeite on the market comes from Pingzhou Jade Street. The Jewelry and Jade Association here attaches great importance to her reputation. Establish a base. Before the product is shipped, a quality inspection will be performed to ensure that it will flow into the market after passing. "

Xiaoyu told "Financial Story" that the development of live e -commerce in the past two years, a intuitive change is that platform supervision has gradually tightened.

In addition to the establishment of live broadcast bases in the source place, attract high -quality merchants to enter, and shake and quickly increase logistics construction.

In March of this year, the fast -moving water test "delivery" service, merchants can deliver goods according to the logistics company designated by consumers to enhance the shopping experience.

Douyin also launched the "Yin Zun Da" service at the beginning of this year to provide consumers with telephone contact and delivery services to consumers to improve consumer satisfaction.

Not only are the platforms working hard, the head anchor is afraid of smashing the signboard, and is also building a supply chain to strengthen selection control.

After the "bird's nest" incident two years ago, Simba upgraded the internal quality control management. As of July this year, the team members reached 1,400, accounting for about 35%of the total number of employees.

In June of this year, Sun Dongxu, executive director and CEO of New Oriental Online, also said that the Oriental Selection will focus on the construction of supply chain and cultivation of self -employed goods. On August 31, it was announced to cooperate with SF Logistics and Jingdong Logistics. Hangzhou, Zhengzhou, and Chengdu have planned to establish 20 self -operated product warehouses to provide logistics services for their products for their products.

At the same time, live broadcast e -commerce has entered the second half, and the growth rate has gradually slowed down.

According to the data of Zhiyan Consultation, the growth rate of the market size of the Chinese live e -commerce business in 2019 and 2020 is 226.2%and 121.5%, respectively, and this number has suddenly declined to 37%in 2021, and the transaction scale is only 1.3 trillion. There is a big gap with an estimated 2.35 trillion.

Consumers have passed the freshness of live e -commerce, and the market has gradually become rational. When the live broadcast e -commerce returns to the essence of business, the supply chain has become the core competitiveness of the decisive victory of major platforms.

And these fake and shoddy products that are like mice from time to time not only hurt consumer rights, but also harm the common interests and platform images of the brand's, legal business, and anchors.

Therefore, the platform also needs to implement the protection of consumer rights as soon as possible. Do not let the "peaceful purchase" and "fake one pay ten" become a short check, cool the hearts of consumers, and cold the hearts of high -quality merchants.

(Requirements for interview objects, raw, small fish, SIA, Huihui are all pseudonyms)

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