This year’s “double 11”, the promotion mode of live with goods is becoming more and more popular. “Xinhua viewpoint” reporter survey found that behind the booming live with goods, there are some problems such as the number of viewers bragging, sales data “water”, many of the deceived businesses eventually lost money, at the same time, some “no bottom line” carrying goods that only believe in money but not quality have directly harmed many consumers, which has sounded the alarm for the development of the whole industry. Sun Lingling, an e-commerce practitioner in Linyi, Shandong Province, runs a shop selling candy products on an e-commerce platform. She started to try e-commerce live broadcasting in October this year. In a month, sun Lingling found a number of anchors with goods. These anchors had more than one million fans, but almost every show ended up losing money. < / P > < p > “some anchors introduced the products for a long time, and finally sold them for more than 1000 yuan. Even more ridiculous is that the goods have been off the shelves, but the sales data are still rising, indicating that the data is false. ” Sun Lingling said that one anchor even told her, “data fraud is the ‘hidden rule’ of live delivery.” < / P > < p > the reporter has noticed that in recent months, the sales performance of live broadcast with goods has been constantly set a new record by the anchors of various platforms, from 100 million yuan to 1 billion yuan, and then to 5 billion yuan. In addition to the head anchor, more and more anchors claim that they have made sales of several million yuan to tens of millions yuan. < / P > < p > “in the past, the sales volume of the whole tmall platform was only more than 200 billion yuan in the past, but now a host with goods can easily spend several billion yuan after several live broadcasts. The” moisture “in it is too big.” Li Junhua, deputy general manager of Shandong lingu e-commerce science and Technology Innovation Incubation Park, told reporters that, taking clothing sales as an example, the anchor with millions of fans can sell about 20000 orders each time they bring goods. After taking out the costs of logistics and labor, the benefits are not very exaggerated. However, some presenters exaggerate the effect of carrying goods too much. The sales volume of products with one yuan activity “second kill” is calculated according to the original price, and the products with 50% discount are also calculated according to the original price. < / P > < p > in addition, according to the online survey report on consumer satisfaction of live e-commerce shopping released by China Consumer Association, 37.3% of consumers have experienced consumption problems in live shopping. < / P > < p > the reporter learned that the charges for live broadcasting with goods are mainly composed of pit fees (i.e. the fees that the designated anchor needs to pay for goods with goods) and commission. The specific amount and proportion are determined by the influence of the anchor with the goods. However, the counterfeiting of “influence” has formed an industrial chain. < / P > < p > first of all, in terms of the number of viewers, there is a large space for “operation”. The reporter searched a number of second-hand trading platforms and found that a short video platform can spend 80 yuan to brush hundreds of viewing data in the live broadcast; for a live broadcast of an e-commerce platform, 150 yuan can buy 10000 viewing data. In addition, in some QQ groups and wechat groups, there are businesses that specially organize live fans to swipe data. Fans who enter the live room to watch for a few minutes can get paid. < / P > < p > industry insiders told reporters that false traffic can only deceive the audience, and the cost of counterfeiting is relatively low. For businesses, anchors with goods also have “routine” available. Wang Fangyuan, an e-commerce employee, told reporters that the statistics on the sales volume of live delivery with goods are a lot of greasy. For example, if you raise the price of a mobile phone film in advance, it is marked as 100 yuan. When you take the goods, you can sell it for 5 yuan, and sell 20000 copies. Then you will find someone to brush the list for 80000 pieces, and then you will announce the sales volume of 100000 pieces. Then calculate the sales according to 100 yuan, so that the performance is more than ten million yuan. < / P > < p > for merchants, the return rate of goods with goods in live broadcast is high. If the product cost, operation cost and logistics cost are included, plus the pit fee of hundreds of thousands yuan and hundreds of thousands yuan, they can only lose money. “The anchor can take the bubble data and go to the next businessman to ask for a high fee.” Wang Fangyuan said. People in the industry say that the low cost of counterfeiting and the absence of supervision are the main reasons for the formation of the industrial chain. When the reporter asked several organizations engaged in brush browsing, the other side said that no matter whether it was brush browsing volume or brush single, it would not be investigated. On the one hand, businesses, brush flow agencies and e-commerce platforms belong to different regions, and local market regulators and other departments have difficulty in cross regional management and law enforcement; on the other hand, high traffic and high sales volume can bring heat and popularity to e-commerce platforms, and some platforms are “happy to see their success”, and as direct regulators, they neglect the management of such behaviors. According to the statistical report on the development of China’s Internet released by China Internet Network Information Center, as of June 2020, the number of live e-commerce users in China has reached 309 million. In addition, in the first half of 2020, there will be more than 10 million live broadcasts and more than 400000 active anchors in China. Experts believe that the scale of the live e-commerce industry is still not saturated, and there is a large space for development. It is expected that the growth trend will remain high in the next two years. < / P > < p > the reporter noted that, in view of the fake behavior of the live flow with goods, all localities have increased the investigation and punishment. Recently, Zhejiang Jinhua market supervision department has investigated and dealt with a case of falsification of live delivery data by swiping bills. The special traffic swiping software produced by Chen, the party concerned, falsely increased the number of viewers, comments and compliments for the live broadcast of e-commerce platform, and the illegal business amount was 2.726 million yuan. < p > < p > the regulatory authorities believe that helping operators to increase the number of fans, the number of likes and the number of viewers in the live broadcasting room by organizing false transactions, false traffic and other means violates the provisions of Article 8 of the anti unfair competition law, which belongs to the act of helping false publicity. Yan Chuang, a lawyer from Zhongwen law firm, said that the “water injection” of data to create gimmicks in the live broadcast of e-commerce is not only dishonest but also illegal, which leads to consumers’ failure to correctly grasp the real situation of goods and services and disturbs the market order. Chen Yinjiang, Deputy Secretary General of the Consumer Protection Law Research Association of China law society, believes that e-commerce and short video platforms should strengthen their own monitoring systems. Through the construction of traffic monitoring systems, real-time monitoring of the host’s viewing data and traffic data should be carried out, so as to timely detect and seriously deal with traffic fraud and forged sales volume. It is necessary to blacklist the anchorperson who has fraud behavior. Yin Qiangmin, Deputy Secretary General of Shandong Consumer Association, said that when shopping, consumers should be cautious about the sales volume and use effect claimed by the anchor in the live delivery, carefully identify and consider before choosing to purchase, and at the same time, keep the shopping voucher to protect their rights in the future. The report shows that the number of app store purchases soared in the first half of this year due to the impact of covid-19