Prof. Guansheng MaDean of Nutrition and Food Hygiene, School of Public Health, Peking University
Food Partner Network News, on the afternoon of January 8, 2021, the Chinese Society for Food Science and Technology, under the guidance of the China Association for Science and Technology, will host the 2020 Food Safety and Health Hotspot Scientific Interpretation Media Communication Conference. At the meeting, Professor Ma Guansheng, Director of the Department of Nutrition and Food Hygiene, School of Public Health, Peking University, shared the hot issue of”Live Broadcasting-Stopping Security Loopholes in Hot Marketing”.
Hot spot seven:live streaming with goods–blocking security loopholes under the hot marketing
Guansheng Ma Professor
Peking University School of Public Health
Head of the Department of Nutrition and Food Hygiene
Dear guests, experts, friends from the media
good afternoon everyone! It is a great honor for everyone to interpret this hot spot.
First of all, everyone knows that the live web video delivery has entered everyone’s life. It can be said that the new marketing model has brought us convenience and benefits, especially during the public opinion period, the web video live delivery has spawned new Economic growth points have also become the main tool for SMEs to resume work and production. The live webcast also played a role in poverty alleviation. According to the”Key Points of Online Poverty Alleviation in 2020″, in the final year of poverty alleviation, web video live broadcast has become an accelerator for poverty alleviation and assists in poverty alleviation.
Of course, there are good and bad things in the live webcast, and there are good and bad phenomena. Any new things will inevitably have some problems in the development process. Driven by fierce competition and”profit maximization”, a small number of live-carrying groups”use fakes and distorted real”,”shoddy good”, and”fake data”, which brings inconsistent noise to this new sales method and affects its reputation. And development.
Agricultural products and food products are the most popular products in live streaming video delivery. However, storage, packaging, and logistics are not in place, which leads to pain points such as reduced quality of”fresh”, opaque information, and difficulty in traceability. Food safety risks increase.
The phenomenon of bad money expelling good money violates the legitimate rights and interests of consumers and consumes their trust.
Third, the supervision of the live streaming industry has lagged behind, and self-monitoring is absent. Many hidden worries have been exposed behind the booming situation of online video live streaming, an emerging consumer format.
Relatively lagging in legal regulations, responsibilities are diverse and complicated, and the boundaries of powers and responsibilities are not yet clear.
As a network service provider, the live streaming delivery platform has not fulfilled its responsibilities, and the lack of self-management and supervision and ecological review of live content in the platform has aggravated the chaos and disorder of the live streaming environment.
But”the Internet is never a place outside the law”, the online video live streaming industry urgently needs to strengthen governance and compliance management.
We have three suggestions for this phenomenon:
First, actively support correct guidance and promote the healthy development of the industry. As a booming emerging industry, webcasting of goods plays an active role in promoting economic and social development and satisfying consumers’ sense of gain and happiness. It cannot be”waste food due to choking.”
We should provide active support and correct guidance to allow the healthy development of the industry. This involves the respective responsibilities of different management departments and different platforms, media and consumers. Regulatory agencies should support the sustainable development of the industry, consolidate the legal responsibilities of relevant entities, and, as an e-commerce platform, should strengthen self-supervision, implement relevant policies, and actively accept the supervision of relevant agencies. As a live webcast business, you should emphasize integrity and quality, do your best to check product qualifications, and prevent false and exaggerated publicity. As the media, it should play a role of supervision and appeal, and at the same time carry out science popularization to increase public awareness and awareness of rights protection, and at the same time spread the most basic knowledge to consumers.
Secondly, we must put food safety first. Food safety is related to the vital interests, health, and even lives of consumers. This also requires live online video to bring goods, especially upstream and downstream enterprises in the agricultural and food industry chain, government regulatory agencies, and e-commerce platforms:
Clarify the main body responsible for food safety and protect the legitimate rights and interests of consumers;
strictly control the safety of circulation and sales, and punish malicious and seriously irresponsible operators in accordance with the law;
Clarify the self-operated and self-operated misleading responsibilities of e-commerce platforms, and promote the optimization of the food online shopping environment;
Really realize”pre-check, during-event monitoring, and post-event traceability” to ensure consumers'”safety on the tip of the tongue”.
Third, consumers should be smart and selective, and learn to protect their rights. Consumers should uphold the concept of rational consumption and purchase products from online shopping platforms with good standards and reputation.
Learn about the relevant products in advance, and take a cautious view of the live shopping anchor’s promise, not blindly listening, not blindly following, and not greedy for low prices. Save evidence related to product quality and product price discounts. Before placing an order, you should read the product details page carefully, consult the anchor or customer service for any unclear areas, and keep the relevant payment vouchers after placing the order.
When rights and interests are violated, rights are safeguarded through formal channels.