记者调查直播间“捧哏”话术 ：一问一答间，消费者被“逼”下单

Industry Overview - The emergence of "e-commerce straight men" (电商捧哏) is a sign of the development and specialization of the live-streaming industry, with most of them being live-streaming assistants or "control desk" personnel responsible for pre-live planning, equipment preparation, live operations, and post-live data analysis [2] - The role of "e-commerce straight men" has evolved to include creating a sense of urgency and scarcity to drive consumer purchases, often using tactics like "pushing orders" (逼单) to manipulate consumer behavior [2][4] - The live-streaming industry has seen increasing competition, leading to more sophisticated and sometimes legally questionable tactics to boost sales [2] Live-Streaming Tactics - "E-commerce straight men" use fixed scripts and rhythms to guide consumers into a shopping mindset quickly, ensuring a seamless shopping experience regardless of when the consumer enters the live stream [1][4] - The interaction between the host and the "straight man" is crucial in creating a sense of urgency, with real-time updates on inventory and consumer behavior to simulate high demand [1][4][6] - Tactics like modifying inventory numbers in real-time and using phrases like "only 100 left" or "refresh to buy" are common to pressure consumers into making quick purchases [5][6] Consumer Manipulation - The use of "pushing orders" involves creating a false sense of scarcity and urgency, often by manipulating inventory numbers and using scripted dialogues to pressure consumers into buying [5][6][9] - Techniques like "price pushing" (价格逼单) and "inventory pushing" (库存逼单) are used to highlight discounts, limited stock, and other incentives to drive sales [8] - Some live-streaming tactics involve creating scenarios that resonate with consumer needs, emphasizing product benefits and solving pain points to increase trust and urgency [8] Legal and Ethical Concerns - Manipulative tactics like using fake data, purchasing "water army" (水军) to inflate sales, and creating false scarcity can mislead consumers and infringe on their right to know and choose [1][10] - Some practices, such as operating multiple phones to simulate high engagement, may cross legal boundaries and violate e-commerce and anti-unfair competition laws [11] - Experts suggest that while creating a shopping atmosphere is a legitimate marketing tactic, using false information to deceive consumers is illegal and unethical [10][11] Industry Regulation and Future Outlook - Current regulations, such as the "Network Live Streaming Marketing Management Measures (Trial)" (网络直播营销管理办法（试行）), prohibit false information and data manipulation, but enforcement remains a challenge [13] - Strengthening credit supervision, establishing blacklist systems, and enhancing training for hosts and institutions are proposed to improve industry standards and protect consumer rights [13][14] - Platforms are encouraged to use technological means for real-time monitoring and to increase the ratio of auditors to live-streaming rooms to ensure compliance and reduce fraudulent practices [14]