"Double digits grab real gold, not placer gold, not old gold, nor gold plating, but 999 gold!"
"Not zirconium diamond, nor glass, but a real South African diamond! False one loses three, and there is an authority certificate! As long as 39.9 yuan "
……
The live broadcast of goods has risen in an all-round way. Now that the live broadcast room is open, precious metals such as gold, platinum and diamonds have begun to walk out of the counter and become the new favorite of network celebrity anchors, but the problems that plague consumers have surfaced one after another. After more than four months of observation, the National Business Daily reporter found that there are a large number of low-priced precious metals and diamonds broadcast live on several short video platforms. Most anchors rob 9.9 yuan, 39.9 yuan, 169 yuan of "pure gold" and "real diamonds" at low prices, and attach authoritative appraisal certificates to attract consumers to buy impulsively.
Image source: Screenshots of different precious metal live rooms
How reliable are these goods that insist on 999 pure gold or South Africa real diamonds? What should consumers do if they encounter quality problems after purchasing? Every reporter interviewed many consumers through experiential investigation, and visited large gold shops and national inspection authorities on the spot for on-site appraisal. Today is the annual March 15 Consumer Rights Day. The economic news on the last day exposed the sales routine of low-priced precious metals in the live broadcast room, hiding the profiteering chain. At the same time, we talked with the platform and senior industry professionals, and discussed in depth the reasons for the popularity of diamonds and precious metal ornaments in the live broadcast room, as well as the future development trend, so as to guide the development direction of the industry.
Low price temptation
"Cabbage price" gold diamonds flooded the live broadcast room.
Consumers are "miserable" after impulse purchase.
Since the second half of last year, short video platforms such as Taobao Live, Tik Tok and Aauto Quicker have been launched to search for keywords such as "diamond" and "gold". We can see that many businesses are enthusiastically promoting them: slogans such as "pure gold bracelets kill the audience" and "big leakage" attract consumers, and shiny diamonds and gold precious metal ornaments dazzle the live broadcast room and dazzle consumers.
Every reporter noticed that there were more and more live broadcasts of these diamonds and precious metals, and the public consumption enthusiasm was unprecedentedly high. Last year, Chow Tai Fook brought goods through live broadcast and sold 5,000 items in 30 seconds; China Gold also set a single market value of 39.568 million yuan ... In addition to cooperating with online celebrities, major jewelry brands also encouraged their shop assistants to broadcast live, and even invited stars such as Hu Haiquan, Lin Yilun and Charmaine Sheh to try diversified products.
However, while the live broadcast of diamonds and gold is extremely hot, there are also some industry chaos that need to be solved urgently. "65438+100000 gold bracelet only12g" "The anchor didn't say the number of grams, and the product details were not indicated, only to find that the real thing was very cheap when he got it" ... Many consumers who bought precious metal jewelry through live broadcast expressed their dissatisfaction with the product quality and after-sales business when interviewed by reporters.