At the end of the year, the busiest thing on the Internet was to crack down on counterfeiting. The “victims” included Ma Baoguo, who “lost in the challenge arena and won on the Internet”, and the live streaming goods targeted by professional counterfeiters. Let’s start with Ma Baoguo. Ma Baoguo without real Kung Fu and his ghost animal videos, facial expression bags and quotations such as “mouse tail juice”, “young man, you don’t talk about martial arts”, “I’m careless, no flash” suddenly became popular on the Internet. < / P > < p > it seems that Ma Baoguo is not a “warrior” at this time, but more like an actor. The whole network is chasing after his absurd farce. Unfortunately, it didn’t last long. This sensational farce was finally annihilated by the wave of anti-counterfeiting. < / P > < p > let’s talk about live delivery. In the same situation as Mr. Ma, several well-known Internet celebrities are also deeply involved in the “bloodbath” of cracking down on counterfeiting, and the head anchors have been recruited one after another. From the “fast brother”, the anchors of Simba Kwai, Luo Yonghao, who had just arrived in the early days of the broadcast circle, was “pulled down” in the storm. Among them, a bird’s nest product sold by Simba’s team was pointed out by Wang Hai, a professional anti-counterfeiter, that the content of bird’s nest is extremely low and the cost is less than 1 yuan, which is no different from “sugar water”; an imported mouthwash sold by Luo Yonghao in the live studio was also targeted by Wang Hai, who was accused of “fake foreign devils”, and Luo Yonghao’s “make a friend” live studio was “self explosion” that the woolen sweaters sold before were fake Goods < / P > < p > the coming year of 2020 is a year of savage growth of live broadcasting with goods. However, behind the popularity of the industry, there are many problems such as false publicity and selling fake goods. In the black cat complaint platform, there are more than 500 complaints about live broadcast with goods, and the complaints about live broadcast selling fake goods account for more than one fifth. Selling fake goods has become a serious problem that can not be ignored. < p > < p > Weiya, the first sister of Shanghai Pudong Development Bank, launched the platinum card level Weiya co branded card as a black gold card in a live delivery activity, which was suspected of false publicity. < p > < p > on November 20, the China Consumer Association released the “double 11” consumer rights protection public opinion analysis report, which listed Li Jiaqi’s “buy it and don’t let it change” and Li Xueqin’s personal experience Wang hongerlu and his wife Pingrong once brought a product of anti radiation wine, which was accused of exaggerating the propaganda and was questioned. Wang Haiqi, a dummy, said that he would follow up the matter, and Erlu was later in Zhiyang The broadcaster apologized, admitted to exaggerating the propaganda, said there would be a compensation plan, and also called “Dad” to Wang Hai for mercy < / P > < p > after the “rollover”, many netizens say that they are not directly involved in the sales of goods, only responsible for promotion, but this does not let them get rid of their responsibilities. Take the case of Luo Yonghao’s fake woolen sweater as an example, the biggest problem naturally lies in the supplier, but the sentence “the warehouse delivers the wrong goods” is obviously unable to convince the public. It’s understandable to send one or two wrong things, but it’s ridiculous to send more than 20000 wrong things. The most important point is that the fact that it is a fake can not be changed whether it is a wrong product or not. If it is a wrong product, where was the original intention to send the fake? < / P > < p > for many netizens, it’s normal for them to “roll over” with goods on the live broadcast of online celebrities. Maybe it’s time to watch the excitement and make fun of them. But for the industry, as a kind of word-of-mouth economy, the quality of products is its lifeline, “rollover” incidents occur repeatedly, which makes people worried. Make complaints about the “online shopping survey of live online shopping”, according to the consumer online Association’s online consumer survey report. This year, during the “double 11” period, China’s “live goods” category had 334 thousand and 100 negative information, 12 thousand and 400 daily, and “false propaganda” and “exaggeration” became the high-frequency words of consumers. < / P > < p > it can be said that Ma Baoguo doesn’t talk about martial arts ethics in the martial arts industry, so the behavior of false propaganda and even selling fake goods doesn’t talk about business ethics in the live broadcast industry. < / P > < p > after the problems exposed in the live broadcast e-commerce industry, we saw that the subjects involved, such as Luo Yonghao and Xing Youzhi, had three cups of self punishment, but more of them were no way to complain and no way to safeguard their rights. < / P > < p > in view of the difficulty in safeguarding consumers’ rights in the live room, Sina Technology consulted Lawyer Wang Beibei, senior equity partner of Beijing Yingke Law firm. Lawyer Wang Beibei said that the reason why it is difficult for consumers to protect their rights after shopping in the live broadcast room is that the responsibility of the anchor varies according to their identity. At present, there are usually two modes of live broadcasting with goods. One is to introduce and recommend goods by online store owners or employees in each online store, so that consumers can directly place orders in the store; the other is to accept others’ entrustment to recommend goods, so that consumers can buy goods through the commodity links of third-party stores. < / P > < p > “in the mode of anchor independent delivery, the anchor is not only the advertiser, but also the operator, and also the main body of e-commerce operation. He should bear the legal obligations of the advertiser, the advertisement publisher and the seller, be responsible for the authenticity of the advertisement, and ensure the quality of the goods.” Lawyer Wang Beibei said that according to the requirements of the advertising law, if an anchor commits an illegal act in the process of live broadcasting, he should bear administrative and civil liability, and even criminal liability in serious cases. In terms of administrative responsibility, the regulatory authorities have the right to order to stop publishing advertisements and eliminate the influence, and demand to pay a fine, or even face the punishment of revoking the business license; in terms of civil responsibility, those who cause consumer damage should bear the responsibility of compensation. If the criminal law is violated, it may involve the crime of fraud, the crime of producing and selling fake and shoddy products, the crime of illegal business operation and other charges, and be investigated for criminal responsibility. < / P > < p > if the anchor doesn’t know the fake in the live broadcast process, but sells the problem product without knowing it, is he still responsible? The answer of Lawyer Wang Beibei is: Yes. “In fact, this is similar to the nature of star endorsement. In this case, the anchor appears more as an advertising spokesperson. If false advertisements of goods or services related to the life and health of consumers cause damage to consumers, the anchor and the Advertiser shall bear joint and several liability.” < / P > < p > in terms of consumer rights protection, Lawyer Wang Beibei suggested that consumers should pay attention to keep relevant shopping records when shopping from the live broadcast room, such as the quality publicity information, purchase and payment information of the anchor during the live broadcast. Once it is found that the purchased goods have quality problems, the above evidence should be collected at the first time, and the anchor or brand side should be contacted to negotiate compensation. If the negotiation fails and reasonable compensation cannot be obtained, it may appeal to the market supervision and administration department, Consumer Association and other relevant departments. < / P > < p > according to the data provided by AI media consulting, a data research organization, in 2019, the market scale of China’s live broadcast e-commerce industry has reached 433.8 billion yuan; in the first half of 2020, the transaction scale of live broadcast e-commerce industry has reached 456.12 billion yuan, which has exceeded the annual scale of 2019. It is estimated that in 2020, the number of online direct broadcast users will reach 526 million, and the market scale of live broadcast e-commerce industry will reach 961 billion yuan. < p > < p > under the influence of the epidemic situation, live delivery has become the standard configuration of e-commerce platform and social retail industry this year, and will also become an important part of production and consumption in the future. But live with goods in the final analysis is a new form of commodity trading, the underlying business logic has not changed. In the whole process from commodity production to selling, the upstream involves product selection and purchasing, and the downstream involves after-sales service. Live broadcasting with goods is only one of the links. < / P > < p > the whole service chain needs to be continuously upgraded and optimized if we want to make the live broadcast with goods back on track. At present, the national and local regulatory efforts on live broadcasting with goods are constantly strengthening. On November 3, the state network information office issued the “Internet live marketing information content service management provisions (Draft)”, which directly stipulated the live service flow fraud and false publicity for the first time. All localities also issued corresponding laws and regulations on live delivery to ensure the live delivery compliance. < / P > < p > for platforms and anchors, since they are doing “trust” business, they have to fulfill their responsibilities and trust users. While attracting traffic and expanding sales, the platform should also establish and improve the corresponding after-sales service system. The anchor plays the role of an advertisement publisher. In terms of qualification examination and compliance inspection, it is necessary to be more professional and strict. It is the general trend to work with a certificate. At the same time, we should clarify the main responsibility of the platform, anchor and supplier, clarify the responsibility range and define the responsibility weight, and introduce compulsory standards as soon as possible, increase the punishment for illegal acts, and eliminate the blind area of supervision. The

problem is frequent but the trend of growth is not decreasing. The direct broadcasting industry has gone to a certain inflection point. Instead of waiting for a bubble left behind by the bubble, it is better to face problems and take the initiative to intervene, and guide the industry to enter a healthy development track under the protection of rules and constraints. Chinese version of K-car: reading a10e design drawing exposure