e-commerce live broadcast is a way of shopping, which legally belongs to commercial advertising activities. anchors also assume the responsibility of "advertising spokesperson", "advertisement publisher" or "advertiser" according to their specific behavior. if consumers buy fake goods, they should first contact the seller, namely the seller, and bear the legal liability. the anchors and e-commerce live broadcasting platforms should also bear the corresponding joint and several liabilities. up to now, the scale of e-commerce live streaming users and online retail users in china have maintained a high growth, and the market has remained the first in the world for many years in a row, providing important support for the formation of a new development model.
online e-commerce companies, also known as mcn organizations, build on the brokerage model and provide more help to online celebrities, often including packaging, marketing, promotions, and cash realisation. after determining the brand demand, live streaming e-commerce companies will allocate the existing resources and assign tasks to the contracted network celebrities, and then distribute them through their own traffic channels, gaining profits from the share of cooperation with network celebrities and platforms, the advertising fees provided by advertisers and the related consumption of fans.
in recent years, the domestic live broadcast e-commerce industry has emerged, but the company system of live broadcast, as a bridge between the live broadcast platform and the e-commerce, is not perfect, and the quality of products provided in the process of live broadcast is uneven. the target group of live streaming services involves some groups with weak risk awareness, such as minors and the elderly, so it is particularly important for live streaming e-commerce companies to choose high-quality advertisers. therefore, in order to better regulate the industry, for consumers to choose live products to provide more professional guidance and advice, establish live e-commerce company industry benchmarking, for the development of the industry, noa and shenzhen china metrology institute jointly formulated the live e-commerce products, and on the basis of this technical specification for live e-commerce enterprises to provide certification services. certification through the on-site audit and spot check, from the multiple dimensions of the on-site e-commerce company's product selection ability evaluation, to provide consumers with professional shopping guidance.
noa can score the product selection system of the live e-commerce company through the review of the professional team. according to the score, the live e-commerce company will be graded and issued with different levels of marks. the live e-commerce enterprise that has obtained the marks can display the obtained marks on the page during the live broadcast process, so as to increase the purchase confidence of consumers
○ siti 1001-2021《technical specification for selection evaluation of live broadcast e-commerce》
○ establish a more complete internal management system, improve the internal management and technical level, and stabilize the operation;
○ strengthen quality management and improve the quality of products and services through the participation of all staff;
○ improve work efficiency, reduce product cost, and comprehensively improve enterprise economic efficiency;
○ obtain the qualification of market access, enhance market competitiveness and seize the first opportunity;
○ obtain important evidences that customers and consumers can trust, enhance trust and continuous satisfaction to the enterprise;
○ through professional authority certification, eliminate the trust crisis and save the energy and cost of repeated verification;
○ vip coupons for government procurement and major project bidding;
○ obtain the "green pass" of international trade and break through the technical barriers established between international trade;
○ expand the popularity of the enterprise and improve the enterprise image;
○ an important way for enterprises to fulfill their social responsibility，and achieve sustainable development.
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