Top Livestreamer Li Jiaqi Has been Mentioned for Product Quality Issues

In the consumer rights and public opinion data related to live-streaming sales of 14 livestreamers studied in this report, "Crazy Little Yang Brother"(疯狂小杨哥) had the highest proportion of consumer rights and public opinion, accounting for 29.27%, followed by Li Jiaqi, accounting for 28.49%.

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On April 24th, Center for Consumer Protection Law of the University of International Business and Economics, and the Beijing Sunshine Consumer Big Data Research Institute released a report titled "Analysis of Consumer Rights Protection and Public Opinion on Live-streaming E-commerce".

The report analyzed that the false advertising public opinion of "Crazy Little Yang Brother"(疯狂小杨哥) and Li Jiaqi was relatively prominent, while the product quality public opinion of Liu Yanhong, Luo Yonghao and Xinba was more prominent. The issue of live-streaming e-commerce on short video platforms is significantly more prominent than that on traditional e-commerce platforms and requires special attention.

The report states that consumer rights and public opinion in live-streaming e-commerce mainly reflect issues with product quality, such as counterfeiting, substandard products. False advertising, such as exaggerating product efficacy. Uncivilized sales, such as performing scripts and vulgar marketing. Price deception, such as false prices and exaggerated discounts. Shipping such as slow delivery and non-delivery. Returns and exchanges, such as refusing returns and exchanges. Selling prohibited goods, such as selling wildlife and prescription drugs without qualifications, and inducing off-platform transactions, such as directly or indirectly guiding consumers to transact on social media platforms or individual accounts outside the original live-streaming e-commerce platform, totaled seven aspects.

Among them, product quality issues account for 45.75%, false advertising accounts for 37.82%, uncivilized sales account for 5.19%, price deception accounts for 5.08%, shipping accounts for 4.46%, returns and exchanges account for 1.45%, selling prohibited goods accounts for 0.14%, and inducing off-platform transactions accounts for 0.11%.

Aggregate analysis of public opinion data found that among the live-streaming e-commerce consumer rights and public opinion data involving 10 platforms including Douyin, Kuaishou, Taobao, Pinduoduo, JD.com, Weibo, Xiaohongshu, Vipshop, Mogujie, and Suning, Douyin accounted for 55.41% of the consumer rights and public opinion, followed by Kuaishou at 26.76%, and Taobao at 15.67%. Product quality and false advertising are the main public opinion issues on these platforms.

In the consumer rights and public opinion data related to live-streaming sales of 14 livestreamers studied in this report, "Crazy Little Yang Brother"(疯狂小杨哥) had the highest proportion of consumer rights and public opinion, accounting for 29.27%, followed by Li Jiaqi, accounting for 28.49%, and Liu Genghong ranked third, accounting for 15.01%.

The report recommends implementing a graded and classified management system for live broadcasts. For Livestreamers with a large number of fans and high social attention, and whose illegal behavior has more significant harmful consequences, they should be subject to stricter supervision. For live broadcasts with unstable supply, higher quality risks, and more complaints, a warning and admonishment system should be established to target different illegal tendencies, stages, and degrees of violations, and a step-by-step supervision system should be implemented.

Secondly, measures should be taken to restrict traffic, pop-up prompts, illegal warnings, and temporary suspension of live broadcasts for risk marketing behaviors, and timely management of information security for links and QR codes in the live broadcast. Violating live broadcasts and livestreamers should be warned, suspended, jointly punished, and blacklisted.