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The Chaos of Live Streaming E-commerce: Deep Reflections Triggered by the San Zhi Yang False Advertising Incident

Tech 2024-09-30 19:43:26 Source: Network
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The Chaos of Live Streaming E-commerce: Deep Reflections Triggered by the San Zhi Yang False Advertising IncidentRecently, an investigation report released by a joint investigation team in Hefei City exposed the false advertising practices of San Zhi Yang Network Technology Co., Ltd

The Chaos of Live Streaming E-commerce: Deep Reflections Triggered by the San Zhi Yang False Advertising Incident

Recently, an investigation report released by a joint investigation team in Hefei City exposed the false advertising practices of San Zhi Yang Network Technology Co., Ltd. to the public, attracting widespread attention from all sectors of society. The incident not only unveiled some of the unknown "tricks" within live streaming e-commerce but also sparked heated discussions among netizens about consumer rights protection and the chaos in the live streaming industry.

The Chaos of Live Streaming E-commerce: Deep Reflections Triggered by the San Zhi Yang False Advertising Incident

The Reason for the Investigation: From the Live Streaming Room to the Attention of Regulators

The Chaos of Live Streaming E-commerce: Deep Reflections Triggered by the San Zhi Yang False Advertising Incident

The incident can be traced back to September 17th when the Hefei High-tech Zone Market Supervision and Administration Bureau initiated an investigation into San Zhi Yang Network Technology Co., Ltd. This well-known e-commerce company attracted a large number of fans and consumers with its attractive prices and diverse product offerings, particularly with its promotion of food and beverages during the approaching Mid-Autumn Festival and National Day. However, as sales surged, so did skepticism. Some consumers reported significant discrepancies between the advertised products and what they received, prompting interventions from regulatory agencies.

The Chaos of Live Streaming E-commerce: Deep Reflections Triggered by the San Zhi Yang False Advertising Incident

The focus of this investigation was San Zhi Yang's suspected false advertising of several popular products, including "Hong Kong Mei Cheng mooncakes," "Australian grain-fed beef rolls," "Yu Hui Yuan braised pork with preserved vegetables," and the highly sought-after "Year of the Rabbit limited edition Moutai liquor." These products, described with exaggeration during the live stream, significantly differed from the actual goods, leading to consumer dissatisfaction and questioning the products' authenticity.

The Chaos of Live Streaming E-commerce: Deep Reflections Triggered by the San Zhi Yang False Advertising Incident

Investigation Results: The Truth Surfaces

The Chaos of Live Streaming E-commerce: Deep Reflections Triggered by the San Zhi Yang False Advertising Incident

On September 26th, the joint investigation team in Hefei City released a report outlining the details of the incident. The investigation revealed that San Zhi Yang exaggerated the origin and quality of the "Hong Kong Mei Cheng mooncakes," misleading consumers into believing it was a genuine Hong Kong brand when, in reality, it differed from the advertised claims.

The Chaos of Live Streaming E-commerce: Deep Reflections Triggered by the San Zhi Yang False Advertising Incident

"Australian grain-fed beef rolls" were also accused of false advertising due to inconsistencies between the advertised description and the actual ingredients. "Yu Hui Yuan braised pork with preserved vegetables" attracted considerable attention as it was marketed using terms like "high-end" and "fine." However, investigators discovered that the so-called "preserved vegetables" were actually ordinary pork belly, falling short of consumer expectations.

The Chaos of Live Streaming E-commerce: Deep Reflections Triggered by the San Zhi Yang False Advertising Incident

The most controversial product was the "Year of the Rabbit limited edition Moutai liquor." Due to its scarcity and special year-specific packaging, this liquor commanded a very high price. Surprisingly, the investigation team found that the shipping address for this liquor was located in another city, a lead that has been transferred to authorities in that area for further investigation. Although the shipping address was outside Hefei, San Zhi Yang remains responsible for false advertising because the information they emphasized "authentic," "limited edition," etc. did not align with reality.

The Chaos of Live Streaming E-commerce: Deep Reflections Triggered by the San Zhi Yang False Advertising Incident

Ultimately, San Zhi Yang was penalized for its false advertising practices with the confiscation of its illegal gains and a hefty fine, totaling 68,949,100 yuan. Additionally, relevant authorities suspended the company's operations, ordered it to rectify its practices, and initiated further investigations into the company's internal oversight and dereliction of duty.

The Chaos of Live Streaming E-commerce: Deep Reflections Triggered by the San Zhi Yang False Advertising Incident

Netizens' Reactions: Questioning and Reflections

The Chaos of Live Streaming E-commerce: Deep Reflections Triggered by the San Zhi Yang False Advertising Incident

Following the release of the investigation report, netizens engaged in lively discussions. Many shared their opinions and raised questions, especially concerning the comparison of the fine's amount and the fairness of consumer compensation.

Some argued that while San Zhi Yang was fined a substantial amount, such a penalty might not be sufficient to deter a company of such scale. While the fine might seem large, would it actually be a deterrent compared to the company's revenue?

Some netizens bluntly stated, "They fined them so much, but how much compensation will consumers receive? False advertising directly harms consumers' interests. Shouldn't we prioritize compensating consumers first?"

Many voices also addressed the issue of compensation for false advertising. Numerous netizens urged regulatory agencies to not only impose financial penalties but also establish robust compensation mechanisms to ensure that consumers facing false advertising receive proper compensation and protection. One netizen pointed out, "Exaggerated claims and downplaying issues are rampant in live streaming e-commerce. If we don't fundamentally address the compensation issue for false advertising, consumers' rights will remain unprotected."

Furthermore, some netizens started pondering the fundamental business model of live streaming companies. Some believe that the current business logic in the live streaming industry has substantial problems. Platform operators and broadcasters prioritize short-term profits, leading numerous companies to neglect product quality and service, instead relying on exaggerated advertising and creating a sense of scarcity to attract consumers.

"Live streaming e-commerce was supposed to be a platform for bridging the gap between merchants and consumers, but some have turned it into a money-making machine, ultimately undermining consumer trust and interests."

Reflections on the Industry: A Tug of War Between Regulation and Trust

The San Zhi Yang incident is more than just a company being fined. It exposes the deep-seated problems within the current live streaming e-commerce industry and serves as a wake-up call for future industry development.

Live streaming e-commerce, a rapidly growing, emerging industry, has attracted significant consumer attention and participation. However, with the ongoing expansion of the industry's scale, various issues have emerged. From the consumer perspective, they expect to find high-quality, affordable products through live streaming. But faced with frequent false advertising and quality problems, consumer trust is crumbling. To restore consumer confidence, the live streaming e-commerce industry must undergo profound reflection and transformation. Only through strict self-discipline and industry regulations can sustainable development be achieved.

On the other hand, regulators played a crucial role in this incident. Through timely investigations and strict penalties, regulators sent a clear message regardless of company size, crossing legal boundaries will be met with severe consequences. This strong regulatory approach helps to cleanse the industry environment, maintain market fairness, and uphold order.

However, reliance solely on regulation is not enough to resolve all issues. Consumer rights protection cannot be solely based on post-incident penalties; it requires proactive prevention and real-time supervision. Exploring how to leverage modern technology to create a more transparent and open live streaming e-commerce platform, allowing consumers to better understand product information, is a key area of focus for the future.

Impact and Future Outlook

Following the San Zhi Yang incident, the live streaming e-commerce industry may face stricter regulations and scrutiny, while consumers will likely become more cautious and rational. For San Zhi Yang, the hefty fine is not only a huge financial blow but also a significant blow to its reputation. Regaining consumer trust and strictly regulating its own business practices will be the company's greatest challenges, along with those of similar companies.

Overall, this incident has prompted profound reflection within the live streaming industry. With technological advancements and changing consumer habits, live streaming e-commerce is destined to continue growing. But its future must be built on a foundation of integrity and compliance. Only then can consumer confidence be restored, paving the way for the industry's healthy development.


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