5万“坑位费”请大网红带货，咋就只成交1单？

Core Viewpoint - The article highlights the growing concerns regarding the effectiveness and integrity of influencer marketing in live-streaming sales, particularly focusing on the disparity between promised and actual sales outcomes, leading to dissatisfaction among merchants [1][2][3]. Group 1: Case Studies - A businessman in Heilongjiang paid 50,000 yuan as a "slot fee" to a popular influencer with millions of followers, expecting significant sales, but only one order was completed [1][2]. - Another case involved a merchant in Henan who was promised a minimum sale of 20,000 pairs of shoes but ended up selling only 58 pairs, which is less than 0.3% of the promised amount [2][3]. Group 2: Market Trends - Complaints related to live-streaming sales have surged, with the 12315 platform receiving 402,000 complaints in 2024, marking a 19.3% increase year-on-year, and complaints on short video platforms rising by 48.8% [2]. Group 3: Industry Practices - Many influencers and agencies exploit information asymmetry, leading to misleading data presentations that can deceive small merchants into signing unfavorable contracts [3][4]. - The article emphasizes that some influencers may inflate their follower counts and engagement metrics through artificial means, such as purchasing fake followers or using bots [3][5]. Group 4: Regulatory Environment - China's e-commerce law prohibits false advertising and misleading commercial practices, while the "Network Live Marketing Management Measures" specifically bans data manipulation in live-streaming [4][5]. - There is a call for improved regulatory measures to address industry malpractices, enhance data authenticity, and ensure that live-streaming platforms uphold integrity in their operations [5]. Group 5: Recommendations for Merchants - Merchants are advised to critically assess potential partners beyond just follower counts, focusing on past performance and customer feedback, and to clearly outline key contractual terms to mitigate risks [5].