CCTV exposed the four major means of selling fake in live studios: implying with similar brand names, creating a hot live atmosphere, and so on.

CTOnews.com Sept. 3 news, as new business type under the wave of the digital economy, live streaming has not only changed the way people consume, but also become a new engine of consumption growth. But at present, the quality of live broadcast goods is mixed, and many live broadcast goods are full of exaggerated verbal performances, chaotic price system, rampant fake and shoddy goods, poor after-sales service, and so on.

Yesterday, CCTV news exposed that individual anchors would use a number of means to cover up the sale of counterfeit goods in the process of bringing goods. Their specific practices are as follows:

① is implied with a similar brand name. Although there is no specific brand name in the studio, through the suggestive words of anchors and others, people can easily associate with some well-known brands.

② merchandise display is half hidden. Add directional code names, plus obscure trademarks, link pictures to code.

③ creates a hot live atmosphere. During the live broadcast, anchors and field controllers will cooperate with each other to set off the atmosphere and arrange for staff to brush orders to create a lively sales scene to stimulate people to buy.

④ deletes LVB playback to evade responsibility.

CTOnews.com learned that on March 15, 2021, the General Administration of Market Regulation formulated and promulgated the measures for the Supervision and Administration of online transactions, which stipulates that live broadcast service providers will keep live videos of online transaction activities for at least three years from the date of the end of the live broadcast. On the same day, the measures for the Supervision and Administration of Network transactions were officially released at the scene of the 31st "March 15" party of the Central Radio and Television headquarters. article 20 of the management method stipulates that network transaction operators who carry out network transaction activities through network social networking, live broadcast and other network services shall display goods or services and their actual business entities, after-sales services and other information in a significant manner, or the link identification of the above information.