Live streaming should emphasize "professional ethics"

QuanziThe National Day Golden Week has just passed, and the live streaming rooms of major online platforms with goods are becoming increasingly lively day by day. Many anchors have admitted that they have entered a state of preparation for the "Double Eleven" campaign

Quanzi

The National Day Golden Week has just passed, and the live streaming rooms of major online platforms with goods are becoming increasingly lively day by day. Many anchors have admitted that they have entered a state of preparation for the "Double Eleven" campaign. Every product claims to be "priced to the floor", and as soon as you get on the small yellow car, you are instantly "flashed". In this atmosphere of bloodshed, the broadcaster and buyer are all excited

I believe this craze will continue. I would like to remind broadcasters not to focus solely on product selection, endorsement, and price negotiation, but also to continue to do a good job in live streaming literacy and be careful not to "overturn" live streaming.

The internet has memories: Recently, Taobao live streaming host Li Jiaqi and Dongfang Zhenxuan host Zhong Can fell on the internet due to so-called "slip of the tongue". Li Jiaqi's words were fierce and angry with netizens when bringing goods, causing dissatisfaction; Zhongcan, on the other hand, spoke recklessly during the live broadcast, and his remarks related to September 18th seriously damaged national sentiment, causing outrage. Subsequently, both responses and apologies were issued one after another. Li Jiaqi lost nearly a million followers in three days, and the traffic in the live streaming room of Dongfang Selection plummeted.

The "overturning" of live streaming products reflects the chaos that has arisen behind it, exposing the low quality of some anchors and a lack of empathy and empathy for consumers, triggering people's thinking and discussion about the professional ethics and moral qualities of anchors.

The rapid development of internet technology has changed the traditional retail model. According to the Statistical Report on the Development of China's Internet, the size of China's live streaming e-commerce market exceeded 3.4 trillion yuan in 2022, with an annual growth rate of 53%. The live streaming sales model led by internet celebrities has brought new opportunities for social marketing. Online virtual dialogue and communication are convenient for consumers to convey their demands and understand product information.

As a crucial part of e-commerce, the behavior and words of influencers directly affect consumers. Broadcasters and consumers are not just simple buying and selling relationships. A live streaming platform is not a private space for broadcasters, but an infinitely extended public domain with undeniable public attributes. Many top anchors have traffic no less than ordinary celebrities and are highly influential public figures. Their words and actions not only affect their own image, but also the brand and even social perspective of the goods they bring. So they need to accept public scrutiny, and their self-cultivation and moral character must withstand scrutiny and shoulder corresponding social responsibilities.

Of course, this does not mean holding a "magnifying glass" to watch the anchor's words and actions, and constantly going online. Broadcasters should have a correct view of their identity as public figures, understand their influence and responsibilities, behave appropriately and cautiously, and truly respect consumers and never forget their original intentions. At the same time, we should also actively fulfill our social responsibilities, pay attention to hot social issues, actively participate in public welfare undertakings, and make more contributions to society.

E-commerce platforms and relevant parties should bear corresponding responsibilities. On the one hand, do a good job of pre inspection, raise the industry entry threshold, and have clear identification of the entry threshold for live streamers; On the other hand, it is necessary to provide guidance and training, regularly providing professional literacy training and psychological counseling services to streamers, to ensure that their words and actions do not deviate from the legal track.

In 2020, the Ministry of Human Resources and Social Security and other departments released new job information for internet marketers, adding the "live streaming salesperson" job under the "internet marketer" profession, and becoming an official job as a sales anchor. This also represents that the live streaming industry is moving from amateur to professional.

The internet celebrity economy cannot be a hype economy that is detached from moral norms and the concept of the rule of law. As a new model of current internet marketing, in order for the live streaming and sales industry to develop in a healthy and orderly manner, anchors must not only make money but also take responsibility. They must possess professional ethics and moral qualities to bring consumers a better shopping experience.

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