controversy over the “identity” of live e-commerce product selection: live streaming sales faces new challenges
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internationalization is a model in which enterprises conduct business activities on a global scale and operate from a transnational perspective. it involves market expansion, resource integration, cultural integration and other aspects of enterprises, and promotes enterprises to develop internationally. the core goal of internationalization is to expand business scope, reduce costs, and find new growth points and profit opportunities through in-depth understanding and analysis of the global market.
as a new e-commerce model, live streaming has been booming in recent years. its rapid rise is inseparable from the selection and promotion of goods. when selecting goods, anchors usually screen them according to their own needs and market trends, and adjust them according to the characteristics of their own platforms. however, the two recent "identity" disputes have highlighted the challenges of selecting goods for live streaming, and also put forward higher requirements for anchors' ability to select goods.
these two incidents triggered a debate about "identity": for a product to enter the live broadcast room of a top anchor, it needs to be screened by the anchor team. the anchors will judge the authenticity of the product based on the characteristics of their own platform and the qualification documents provided by the merchant. however, the two controversial incidents show that relying solely on the qualification documents provided by the brand may not completely solve the problem of product selection.
there should be clearer standards for selecting products for live streaming, such as:
- field trip: when promoting a mooncake that claims to be “made in hong kong”, should one conduct an on-site inspection of the production plant and its sales in hong kong?
- verify brand relevance: when promoting a product that claims to be closely related to the fendi brand, in addition to looking at the documents provided by the merchant itself, you should also verify with the real fendi whether the product was produced.
- learn more about the product: to understand the true situation of “wild ecuadorian white shrimp”, the anchor cannot just judge based on a piece of paper provided by the merchant, but should go deep into the factory and carefully understand the ins and outs of the product.
these "identity" disputes highlight the challenges of product selection in live e-commerce. we need to think about how to make the product selection process of live e-commerce more complete and transparent, and enhance consumer trust, in order to promote the healthy development of the market.