又一场直播带货冲上热搜！
这一次，是因为销售产品中出现假货。
羊毛衫“没有羊毛”，曾在直播带货首秀中创下1.1亿元销售额的罗永浩，在最近一次直播带货中“翻车”了。
15日，罗永浩“交个朋友直播间”在官方微博发布声明称，11月28日该平台销售的“皮尔卡丹”品牌羊毛衫为假冒伪劣产品，罗永浩随后转发微博确认。
向上滑动阅览
声明称，“交个朋友直播间”在收到消费者反馈后，从该产品的多名实际消费者（含几位公司内部员工）手中回收了五件，分别送到两家专业机构检测，15日下午得到一家的检测结果确认，该送检产品为非羊毛制品。
声明还称，在与供货方达成合作前，按照正规流程签署了完备的法律协议及合同，也检查了各种证书，但产品还是出了问 题，对此“感到万分抱歉和愧疚”。
对于售出的羊毛衫，声明指出，将陆续联系购买该产品的两万多名消费者，代为进行三倍赔付。
据红星新闻，囿寻科技的相关负责人表示：“本来发给消费者的应该是羊毛衫，现在发出去的是针织衫，款式是一样的，只是晚上仓库操作的时候，把整批货全部走错了。”
Luo Yonghao, founder and chief executive of smartphone company Smartisan Technology, forwarded a statement posted by his livestreaming firm on Chinese microblogging platform Weibo on Tuesday, apologizing for selling fake and shoddy products after the wool sweaters they sold during a livestream on the platform last month turned out to be non-wool.
According to the statement, the firm will make a triple repayment to more than 20,000 customers who bought the fake products.
The post soon became a trending topic on Chinese social media, with related hashtags viewed over 270 million times as of Wednesday.
Luo hosted his first e-commerce livestream earlier this year, ending with transactions of over 110 million yuan (about $15.5 million) in just three hours.
事实上，罗永浩直播“翻车”事件并非首例。
近年来，直播带货正成为电商行业最受热捧的潮流之一，今年首个加长版“双11”更是让直播带货“火”出了新高度。
作为新媒体技术与网红“粉丝聚焦效应”融合共生的产物，直播带货结合了短视频和直播形式的传播优势，直接带动了“直播经济”，也给消费者带来了更丰富的消费体验。然而，在每个销售神话的背后，消费者“踩坑”现象也日益增加，产品质量良莠不齐、售后服务不完善等问题屡遭“吐槽”。
去年年底，“口红一哥”李佳琦的“不粘锅”翻车事件就曾引爆社交网络。
近期各路流量明星带货“翻车”事件更是频频发生。不久前，知名主播辛巴因“卖的燕窝是糖水”被调查。无独有偶，脱口秀演员李雪琴、主持人汪涵等人也都因直播带货售后难或刷单造假等问题被中国消费者协会 “点名”。
Livestreaming e-commerce is a new business model that has combined entertainment with consumption and has become popular among consumers in recent years. The ads and sales on livestreaming platforms get extra attention, especially during big shopping promotions, such as the recently concluded "Double 11" shopping extravaganza.
However, soon after the shopping frenzy, the China Consumers Association exposed several cases that reflected a different side of the story.
According to the association, Li Jiaqi's livestreams received complaints for not allowing consumers to return the products. Wang Han, a host on Hunan TV, was accused of being involved in creating fraudulent sales revenue, and Li Xueqin, a newly rising influencer known for a variety talk show, for using bots during her livestream.
面对直播带货的“野蛮生长”状态，国家层面的监管力度不断加强，市场监管总局、国家网信办、国家*电总广局**等部门纷纷出手整顿直播带货的“乱象”，相关规范标准密集出台。
今年7月1日，由中国广告协会发布的《网络直播营销行为规范》正式实施，对“直播带货”起到规范引领作用。《网络直播营销行为规范》中详细规定了商家、主播、平台等各方在直播带货活动中的权利、义务和责任。
今年11月6日，国家市场监管总局发布了《关于加强网络直播营销活动监管的指导意见》，对网络直播营销活动中的三大主体即网络平台、商品经营者、网络直播者的责任进行梳理，分层次进行责任划分。这份意见同时还要求依法查处产品质量违法、广告违法和侵犯消费者合法权益等8项直播带货中常见的违法行为。
今年11月13日，国家互联网信息办公室关于《互联网直播营销信息内容服务管理规定(征求意见稿)》公开征求意见，拟规定：直播间运营者和直播营销人员不得发布虚假信息，欺骗、误导用户；不得通过虚构或者篡改数据流量等方式造假。
今年11月23日，国家广播电视总局网站发布《关于加强网络秀场直播和电商直播管理的通知》，加强了对电商直播的引导规范，更是给直播带货加了一道“紧箍咒”。《通知》明确，直播节目应根据内容进行明确分类，如音乐、舞蹈、歌唱、健身、游戏等。此外，网络秀场直播平台要对网络主播和“打赏”用户实行实名制管理。值得一提的是，未实名制注册的用户不能打赏，未成年用户不能打赏。
China has tightened the management of livestreaming platforms.
On July 1, the China Advertising Association issued a regulation, and on November 6, the State Administration for Market Regulation published an instruction on regulating livestream sales events, clarifying the responsibilities and obligations of the involved bodies. On November 13, the Cyberspace Administration also published a drafted regulation on the registration, marketing catalogs and protection of minors in such livestream events.
In the newly issued rules by the National Radio and Television Administration, livestreaming shows should be clearly classified, based on their content, as music, dance, singing, fitness or games, among other categories.
Livestreaming platforms should put a cap on tips given to hosts by regular users and ban underage users from tipping, it said.
The platforms are also required to take restrictive measures against studios and hosts involved in undesirable practices.
In fact, regulations about livestream sales have already been made since it became an important part of e-commerce.
在直播带货市场大浪淘沙、平台监管不断加强的同时，消费者也需要提高自我保护意识。
中国消费者权益保护法学研究会副秘书长陈音江表示，消费者首先要查看直播平台公示的商家信息，查看其是否有营业执照，如果平台没有公示商家营业执照，建议尽量不要购买其商品或服务，尤其是避免私下交易，否则很难依法维权。