千笔楼｜5万元“坑位费”换来1单成交量，网红带货水分该怎么挤？

Core Viewpoint - The article highlights the growing discontent among small merchants regarding the effectiveness and reliability of influencer marketing, particularly in live streaming sales, where promised sales figures often do not materialize, leading to financial losses for businesses [1][4][6]. Group 1: Case Studies of Merchants - A merchant in Heilongjiang paid 50,000 yuan as a "slot fee" to an influencer with millions of followers, expecting to sell 6,000 to 8,000 units of beer, but only one sale was made [1][4]. - Another merchant from Henan invested 50,000 yuan and prepared over one million yuan worth of inventory based on promises of selling 20,000 pairs of shoes, but only 58 pairs were sold, which is 0.3% of the promised amount [2][6]. Group 2: Complaints and Regulatory Response - Merchants are facing difficulties in obtaining refunds, as influencers' representatives claim that contracts do not guarantee sales volumes, leading to frustration among affected merchants [6][9]. - In 2024, the 12315 platform received 402,000 complaints related to live streaming sales, marking a 19.3% increase from the previous year, with complaints on short video platforms rising by 48.8% [6][10]. Group 3: Issues with Data Integrity - Many merchants are misled by seemingly impressive data presented by influencers, such as high online viewer counts and sales figures, which may not reflect actual performance due to potential data manipulation [7][9]. - The article emphasizes that some influencers may use purchased followers and artificial engagement tactics, leading to a significant disparity between reported and actual sales [7][10]. Group 4: Recommendations for Improvement - The article calls for stricter regulations and oversight in the live streaming e-commerce sector to combat issues like false advertising and data manipulation, urging platforms to ensure data integrity [10][12]. - Merchants are advised to critically evaluate potential influencer partnerships, focusing on past performance and user reviews rather than just follower counts, and to clearly outline contractual terms to protect their interests [12].