Shulou(Shulou.com)11/24 Report--

CTOnews.com April 24 news, today (April 24), Consumer Network, University of International Business and Economics Consumer Protection Law Research Center, Beijing Sunshine consumption big data Research Institute and other institutions released the "Live Live with goods consumption Rights Protection Public opinion Analysis report". The report analyzes the public opinion data of 14 anchors, the results show that Crazy Brother Yang, Li Jiaqi, Liu Xiehong, Luo Yonghao and Simba account for more than 90% of the relevant public opinion, among which Crazy Young Yang and Li Jiaqi have the most false propaganda problems, and Liu Zhenhong, Luo Yonghao and Simba have the most product quality problems.

The report points out that the main problems in live streaming include product quality, false publicity, uncivilized delivery, price misleading, delivery, return and exchange, sale of prohibited goods and induction of over-the-counter trading. Among them, product quality and false publicity accounted for the highest, accounting for 45.75% and 37.82%, respectively. Uncivilized goods accounted for 5.19%, price misleading accounted for 5.08%, delivery accounted for 4.46%, return and exchange accounted for 1.45%, sales of prohibited goods accounted for 0.14%, induced over-the-counter transactions accounted for 0.11%.

In addition, among the public opinion data on live consumption and rights protection involving Douyin, Kuaishou, Taobao, pinduoduo, JD.com, Weibo, Xiaohongshu, VIPSHOP, Mogujie and SUNING, Douyin accounted for 55.41%, followed by Kuaishou, 26.76%, and Taobao ranked third, accounting for 15.67%. CTOnews.com noted that product quality and false publicity are the main public opinion issues involved in the platform.

In terms of specific anchors, among the 14 anchors studied in this report, the public opinion data of "Crazy Brother Yang" is the most, accounting for 29.27%, followed by Li Jiaqi, 28.49%. Liu Yihong ranked third, accounting for 15.01%. Compared with 2021, Simba's share of activist public opinion has increased, while that of anchors such as Luo Yonghao has declined. Crazy Brother Yang, Li Jiaqi, Liu Xiehong, Luo Yonghao and Simba accounted for 90.97% of the public opinion of the anchors in this collection.

Among them, the false propaganda public opinion of crazy little Yang and Li Jiaqi is relatively more prominent, the product quality public opinion of Liu Xianhong, Luo Yonghao and Simba is more prominent, and the price misleading public opinion of Li Jiaqi and Luo Yonghao is more prominent. Li Jiaqi and Simba's delivery problem public opinion is more prominent, Li Jiaqi's return and exchange public opinion is more prominent, crazy little Yang, Luo Yonghao, Simba's uncivilized with goods public opinion is more prominent.

The report recommends hierarchical and classified management for live studios, with emphasis on supervision for anchors with a large number of fans and great influence; measures such as flow restrictions and pop-up prompts should be taken for risky marketing behaviors; and for illegal rooms and anchors, should be given warning, blocking, joint punishment and other treatment.

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