A survey of the "Bangbang" speech in the e-commerce live broadcast room: consumers are "forced" to place orders between questions and answers

  ● The words and rhythm of "Bangbang" are fixed and can be repeated like a set of combination boxing, ensuring that consumers who come in at any time can enter the shopping rhythm as soon as possible under the guidance of this set of words.

  ● Anchors and "Bangbang" need to constantly "report in real time" once and for all, so as to create an impression and psychological feeling for consumers who watch the live broadcast because of the decreasing inventory.

  ● If there are false data in the "forced order" behavior, such as buying "water army" sales volume and brushing data in the live broadcast room, it is essentially a fictitious transaction volume, which is equivalent to publishing false information to drain and mislead consumers and infringing on consumers’ right to know and choose.

  □ Our reporter Zhao Li

  □ Intern of this newspaper Wan Peng

  "Do you want 39 yuan — — Don’t! " "29 yuan is not enough — — Give strength! " "Come, 321 — — Link! "

  In the hawking-style live broadcast room, while the anchors are in full swing, shouts such as "link up" and "yes" are endless. This kind of "field control" group that drives users to place orders with passion through shouting is called "e-commerce". People who are engaged in this profession claim that they can earn 8,000 yuan a month by shouting three sentences.

  The industry believes that the emergence of "e-commerce" is a sign of the development of the live broadcast industry, and it also reflects the detailed division of labor in the live broadcast industry. Its true identity is anchor assistant, most of whom are e-commerce "central control" personnel, that is, those who control the computer console in the live broadcast room, responsible for the planning and equipment preparation before the live broadcast, the operation in the background of the live broadcast and the analysis and resumption of data after the live broadcast.

  With the increasingly fierce competition between live broadcasts, the method adopted by "e-commerce" began to wander on the edge of the law. For example, the common "forcing orders" is to deliberately create a false atmosphere of tight goods, and "force" consumers to place orders with words such as "slow hands" and "running out".

  Experts interviewed by the reporter of "Rule of Law Daily" believe that the behavior of "forcing orders" behind "e-commerce" may be suspected of infringing consumers’ right to know and choose. Relevant departments can strengthen supervision by strengthening credit supervision and training of relevant institutions. Relevant live e-commerce platforms should also use technical means to do a good job of supervision and purify the live delivery environment.

  Cooperate with the anchor live broadcast to bring goods.

  Guide consumers to place orders quickly.

  "Today as long as 499 yuan (yuan) can get on the bus, give or not? (awesome! )”

  "Get ready to get on the bus, baby. Knock up. (Those who are ready to get on the bus should turn down 1! )”

  "How many CALL small 1 now? (Now there are 365 playing a small one! )”

  "No.1 link and how many? (Link No.1 is the last order, and Link No.1 is gone! )”

  These are the words of "Central Control" shared by Li Min (a pseudonym), who is engaged in live broadcast with goods in Shandong, to reporters. As the "Central Control" of e-commerce, her duty is to "passionately output" the words in the brackets as much as possible.

  "These words are finished in one minute, the anchor and ‘ Zhongkong ’ Once and for all, it is necessary to be flowing and the rhythm is compact. " Li Min told reporters, "For example, I usually have to shout to the anchor after painting the barrage, ‘ Ten people didn’t grab ’ This is not for the anchor, but for the consumers in front of the screen. The purpose is to create a sense of tension that many people are grabbing, which is the same as the offline tea shop paying people to queue up. "

  "Do ‘ Zhongkong ’ It’s not as simple as talking. Before the live broadcast, the anchor and ‘ Zhongkong ’ It requires sufficient practice and a lot of preparatory work. " Li Min said that in addition, "Zhongkong" should be responsible for the control of "products", setting up links, preparing blessing bags, and other chores in the live broadcast room.

  Jiang Nan (pseudonym), who works as a "central control" in Hefei, Anhui Province, mentioned that the "central control" often has to wear several hats during the live broadcast, and he has to reply to barrage questions for a while, send a blessing bag to remind him to pay attention, change the price for a while, and stock up for a while.

  In the interviewee’s view, a competent "central control" needs "three heads and six arms". In addition to keeping an eye on the anchor’s status, adjusting the camera, and paying attention to the composition and lighting of the live broadcast room, it is also necessary to know which product is currently being promoted according to the live broadcast process, and then put the products well. After the live broadcast is over, it is necessary to re-launch the live broadcast, especially to record the products that have been well transformed, so as to ensure that the next live broadcast focuses on promoting the products.

  Wang Han (pseudonym), who has been a "central control" in Beijing for three years, said frankly: "We need to preset the questions that fans may ask, and be a good anchor and ‘ Zhongkong ’ The verbal interaction and cooperation between them. You may not know that after entering the live broadcast room, all behaviors of consumers are guided. "

  "This kind of work is ‘ E-commerce ’ 。” Jiang Nan said that the words and rhythm of "Bangbang" are fixed and can be repeated like a set of combination boxing, ensuring that consumers who come in whenever can enter the shopping rhythm as soon as possible under the guidance of this set of words.

  When users enter the rhythm according to the setting of the live broadcast room, watch the products and listen to the introduction of the anchor, they enter the last and most important link — — "force the order."

  Elaborate design of forced monologue

  At the same time modify the inventory quantity.

  "No.1 link is gone, and the little assistant counts how many netizens didn’t grab it." "There are 350 netizens who didn’t grab it!"

  "Let the assistant apply for another wave of welfare inventory for us, do you want it?" "No problem!"

  "I won’t pay attention, the little assistant will teach me." "Sisters who don’t pay attention will pay attention to it in the upper left corner, and the light sign will be clicked twice. I will apply for our welfare inventory."

  The purpose of your coming and going between the above anchor and Wang Han is not only to create a warm atmosphere in the live broadcast room and assist the management of the overall rhythm in the live broadcast room, but also to fulfill the "responsibility" of "central control" — — "force the order."

  According to Wang Han, at this time, "Zhongkong" only needs to randomly fill in a value in the spot inventory of the commodity to achieve its goal. Coupled with the help of shouting, such as "inventory has been added, refresh to shoot" and "only 100 orders are left, and the second shot is paid", behind these seemingly normal processes, it is "forcing" fans to place orders.

  "Taking scene speech as an example, it is to arouse consumers’ desire to buy by creating a scene that is very suitable for the use of this product." Wang Han said that the last link of all types of words is unchanged, and it must be to throw out a "hook", that is, to tell consumers in the live broadcast room how cost-effective the welfare is today and to place an order quickly.

  In addition, creating a sense of scarcity is also a very important skill in the live broadcast room. The anchor needs to repeatedly emphasize that "this product is particularly good, but there are only a few pieces left".

  Wang Han said that at this time, the "cooperation" between the anchor and the "central control" is particularly critical. The anchor and "Zhongkong" need to constantly "report in real time" once and for all, so as to create the impression and psychological feeling for consumers in the live broadcast room that the inventory is decreasing due to snapping up — — "How many orders are left?" “‘ Zhongkong ’ Look at how much stock is left? " "See how many babies have not paid in the live broadcast room?" At this time, "Central Control" needs to modify the inventory quantity at the same time.

  Wang Han revealed that these data can be modified in order to create a scene where this product sells quickly.

  In this regard, the reporter was confirmed when contacting an e-commerce training institution. The reporter asked about the teaching of "forcing orders". The other party stressed that "forcing orders" is the ability and skill that many novice anchors and junior anchors need to learn, and "suppressing prices" is a high-level ability that an anchor needs to cultivate. For example, some anchors and "Zhongkong" will adjust prices at any time and dynamically according to the live broadcast situation.

  According to Wu Chen, an analyst in the live broadcast industry, from the operation of the whole live broadcast room, from the product introduction of the anchor to how to "suppress the bill" and "kick the bill", all the speech frames have been carefully designed.

  An introduction to the "forced order" speech sent to reporters by an interviewed e-commerce company Zhongkong shows that there are many forms such as "forced order" in inventory, "forced order" in reverse, "forced order" in time, "forced order" in pain point and "forced order" in price.

  For example, the introduction of price "forcing orders" is expressed as follows: price is a great weapon when "forcing orders", and most products will set discounts on prices. The anchor can emphasize "lowest price, preferential price for activities, price increase after selling out, price comparison of similar products, etc." to highlight price advantages and promote transactions.

  Inventory "forcing orders" is equivalent to limited "forcing orders", and "forcing orders" is carried out around inventory, such as emphasizing product limit, or constantly reporting the remaining inventory in the live broadcast room, creating a sense of urgency and shortening the transaction time of users.

  The pain point of "forcing orders" is to stimulate users, combine the needs of users and the usage scenarios of products, specifically what kind of problems are solved in what scenarios, what kind of results are brought, strengthen the user experience and increase trust.

  False data drainage misleading

  Infringe on the right to know and choose

  During the investigation, some insiders bluntly told reporters that it is now an industry consensus to "force orders" and "suppress orders" in the live broadcast room. For example, there are welfare products and profit products in every live broadcast room. First, welfare products that hardly make money increase traffic and volume. When the data grows at a high speed, the profit products will be "forced to order", so the probability of transaction will be greater.

  According to the industry insiders interviewed, at first, the "forced order" is generally completed by multiple roles in the live broadcast room. For example, the anchor will repeatedly emphasize keywords such as the lowest price, limited inventory, and sold-out price increase, so as to create an atmosphere of "not buying and definitely regretting". "Bangbang" usually echoes the anchor’s key words, such as "Is there any stock left" and "It’s almost gone" … … While strengthening consumer awareness, it also urges consumers to place orders through dialogue.

  Nowadays, the trend of "forcing orders" has also begun to appear "refined". Different categories and different selling points, each live broadcast room will form its own "forcing orders" method. For example, for products with low customer unit price (the average amount of goods purchased by each customer in the live broadcast room is relatively low), the atmosphere is emphasized, welfare is emphasized, and selling points are ignored. Aiming at price-sensitive people, orders are quickly promoted and transactions are made quickly, and the explanation time of a single product is no more than 3 minutes; For the products with high customer unit price (the average amount of goods purchased by each customer in the live broadcast room is relatively high), value (combined with the scene), scarcity (combined with inventory) and light marketing are emphasized, focusing on selling points, pain points and benefits without over-marketing.

  For the "forced order" behavior in the live broadcast room, Zheng Ning, director of the Law Department of the School of Cultural Industry Management of China Communication University, believes that specific problems need to be analyzed. If the live broadcast room only creates a consumption atmosphere, "forced order" can be regarded as a legitimate commercial marketing method, which is understandable; However, if there are some obviously false contents in the behavior of "forcing orders", such as false data, buying sales of "Water Army" in the live broadcast room, brushing data, etc., it is essentially a fictitious transaction volume, which is equivalent to publishing false information to drain and mislead consumers, infringing on consumers’ right to know and choose.

  And some extreme "forced orders" may have wandered on the edge of the law.

  Li Min said that "E-commerce Bangbang" had to operate seven or eight mobile phones while giving a talk to the anchor. When the anchor said, "How many people haven’t grabbed it, CALL1", in order to create a sense of tension that many people are snapping up and "hands are slow", "E-commerce Bangbang" frantically brushed the screen in the comment area, and showed the inventory, sales and other figures.

  Zhao Zhanling, a lawyer of Beijing Jiawei Law Firm, believes that if there are multiple mobile phone operations, strictly speaking, it is not a simple "holding hands" behavior, but a "brushing" behavior. The e-commerce law and the anti-unfair competition law clearly stipulate that fictitious transactions and other "brushing" behaviors cannot be used.

  In Zheng Ning’s view, the traditional hawkish live broadcast shows the live broadcast team’s pursuit of the scene of "in full swing", and the "central control" creates the consumption momentum to "force" consumers to spend impulsively, so the hawkish "e-commerce" itself has the momentum of fooling people. "Their words are mature and stereotyped after continuous exploration, and they finally complete the user from paving the way and controlling the rhythm ‘ Forced order ’ Everything revolves around ‘ Urge consumption ’ Spread out, and what consumers feel in this kind of live broadcast room is indiscriminate ‘ Selling artillery shells ’ , their own tension has been greatly mobilized. "

  Zhao Zhanling believes that the behavior of "e-commerce", whether it is the Management Measures for Webcast Marketing (Trial), the Anti-unfair Competition Law or the Advertising Law, is regulated, and the core is to see whether it publishes false or misleading information to deceive consumers. "Because there is information asymmetry between merchants and consumers, such as whether the inventory mentioned by the anchor is the inventory of this round of sales or the overall inventory, it is often unknown, which also makes it difficult to identify false propaganda."

  Strengthen the construction of audit ability

  Strengthen the supervision of marketing behavior

  The reporter searched for "Zhongkong" related positions on a recruitment platform. According to HR, the salary of "Zhongkong" positions is generally divided into "basic salary+performance", and the achievement of performance is directly linked to the sales of live broadcast. To a certain extent, this has a great relationship with the "forced order" behavior of "central control".

  According to industry insiders, according to the completion of sales, "Zhongkong" will receive a certain percentage of bonuses. At the initial stage of entering the studio, the assessment of "Zhongkong" in the studio was relatively strict, and the tacit cooperation between "Zhongkong" and the anchor was also the key factor affecting the share and bonus of "Zhongkong".

  Wang Han said that this is actually the process of the anchor and the "Central Control" getting acquainted. At the beginning, the cooperation between the two sides was relatively stiff. After getting familiar, the two sides will cooperate very well, and the share and bonus of "Central Control" will gradually increase.

  According to "Management Measures for Webcast Marketing (Trial)", operators and marketers of live broadcast rooms are not allowed to publish false or misleading information to deceive and mislead users, to market counterfeit and shoddy goods, to infringe intellectual property rights or to fail to meet the requirements for protecting personal and property safety, and to fabricate or tamper with data such as transaction volume, attention, page views and likes.

  In Zhao Zhanling’s view, "Zhongkong" should be listed as the operator of the live broadcast room for supervision. Whether "Zhongkong" engages in "brushing the bill" itself or entrusts a third party to "brush the bill", it essentially violates the relevant provisions of the Management Measures for Webcast Marketing (Trial).

  "The current laws, regulations and specialized normative documents still have low penalties for the chaos in the live broadcast room and the lack of regulation of the live broadcast platform. Perhaps in the future, we can consider setting the amount of punishment to a certain proportion of the amount of illegal income for illegal activities in the live broadcast room. " Zheng Ning said.

  Strengthening credit supervision and establishing a blacklist system are also effective measures to regulate related violations. Zheng Ning suggested that if businesses repeatedly engage in false propaganda and infringe on consumers’ legitimate rights and interests, relevant institutions should downgrade their credit rating or punish them accordingly. "This may not be implemented by relevant regulatory authorities, but may be implemented through active supervision by industry associations or platforms".

  In addition, Zheng Ning believes that the relevant departments should strengthen the training of institutions and anchors, enhance their awareness of the rule of law, provide them with compliance guidance, and ensure the legitimacy of marketing methods while gaining traffic and commercial benefits.

  The interviewed experts also mentioned that the "Notice on Strengthening the Management of Online Show Live Broadcasting and E-commerce Live Broadcasting" issued by the State Administration of Radio and Television clearly stated that the platform for online show live broadcasting or e-commerce live broadcasting should implement the principle of synchronization of management and construction, and the requirement of matching the platform management strength with the start-up ability of the live broadcast room should be accurately implemented from numbers to people.

  "At this stage, the overall ratio of the number of front-line auditors and online live broadcast rooms of relevant platforms shall not be less than 1: 50, and it is necessary to strengthen the training of auditors, and the auditors who have passed the training shall be in ‘ Auditor information management system ’ Register in. " Zheng Ning said that capable platforms should be encouraged to adopt requirements better than the overall ratio to strengthen the audit capacity building.

  In Zhao Zhanling’s view, compared with the punishment, whether supervision can be timely is the current governance difficulty. In view of the particularity of live e-commerce, there are real-time and real-time characteristics, and it is difficult to supervise it by manual means. The platform should use technical means to monitor in real time so as to strengthen supervision. At the same time, relevant staff should conduct online inspections to find violations in time.

  In the view of Wang Han, Li Min and others who have been engaged in the industry for three or four years, truly rational consumers will not be "forced" to place an order for shopping even if they create a "scarce" atmosphere again. With the increasingly "rolled" e-commerce industry, the benign development still depends on product quality and repurchase rate.

  Comics/Gao Yue