“辣眼睛”带货方式惹争议，网友：捡了芝麻丢了西瓜

“不要乱说，眉笔一直79元，国货品牌很难的” “带货直播现在都这么疯狂了吗”……近日，一些“众星捧月”般的头部带货主播们轮番陷入了“底价协议”和“低俗擦边”等舆论争议。

Livestreamers are going to ever wackier lengths to attract eyeballs and generate sales in China’s rapidly growing and competitive live online e-commerce market, leading some commentators to push for more regulation and stiffer standards.

前不久，某带货主播因在带货YSL气垫时的怪异行为招致非议。直播中，主播披头散发、妆容凌乱且表情狰狞，让观众直呼“低俗辣眼睛”，纷纷质疑YSL的市场定位，并在其账号下留言“品牌形象不要了吗？” “太low了吧”。

随着舆论不断发酵，YSL客服回应称会关注此事，并反映给相关部门，对情况进行核实了解，会有专员来跟进。

当事人主播“红绿灯的黄”在评论区道歉，称直播内容只是为了让观众开心，为自己带来的不好观感道歉。

In late October, a female livestream sales host going by the name Honglvdeng de huang, who has 9.1 million followers on Douyin, the Chinese version of TikTok, became the target of some criticism when she began selling YSL cosmetics while her hair and makeup were deliberately messy.

伴随直播经济“水涨船高”，其相对自由的工作时间和看似高额收入吸引了越来越多年轻人“入局”，直播市场竞争愈发激烈。不少主播为了博眼球赢流量，不惜以搞笑、荒诞的方式表演，为直播间积攒人气。

Another sales host, “Crazy Xiaoyang”, who has nearly 100 million followers on Douyin, has also stepped over into the absurdity in order to generate sales, donning the small children’s clothing he was selling in order to demonstrate the elasticity of the fabric.

Such antics have become more common, demonstrating just how fierce competition in the industry has become.

国家统计局数据显示，截至2021年底，中国灵活就业人员约2亿人。另据阿里研究院预测，2036年我国新型灵活就业者——如网络主播和网约车司机等，可能达到4亿人的规模。

The number of digital-based flexible jobs, such as livestream hosts and ride-hailing drivers, has surged in recent years.

Figures from the National Bureau of Statistics show that China had around 200 million people in flexible employment by the end of 2021, and Ali Research, Alibaba’s business research arm, predicts that figure will rise to 400 million by 2036.

智联招聘《2023中国新型灵活就业报告》显示，在新型灵活就业职位招聘人数占比中，平台直播工种的占比位居第二，2023年第1季度达到18%。

According to recruitment portal Zhaopin, 18 percent of vacancies in the first quarter of this year were for digital-based flexible jobs.

As livestream sales have become an important avenue of flexible employment in recent years, many livestreaming anchors have gotten creative, adding comical and absurd elements to their livestreams to help boost sales.

前ESO核心成员凌达乐（艺名“鹿哈”），因其模仿男星鹿晗走红后，自曝带货7个月，收入3500万。

然而，和头部主播动辄月入百万不同，挣扎在底部的主播们哪怕兢兢业业连轴直播，也可能因流量低、销量差饭碗不保，最终不得不对流量低头，以低俗荒诞的表演吸引观众卖货。

“我们也是没办法，你没有噱头就没有流量，观众为什么来你直播间买东西？别人（头部主播）可能一小时的收入就抵我们一年的工资了。而且这年头随时有更年轻更漂亮的主播来取代我们。” 在浙江杭州做主播的钟言清今年只有23岁，面容身材姣好，但她愈发觉得工作竞争压力大，常被压得“喘不过气”。

“We have no choice as we have a monthly evaluation system based on our sales, and we have to attract a bigger audience to sell products to earn a higher salary,” said Zhong Yanqing, a 23-year-old livestream host in Hangzhou, Zhejiang province. “It’s easier to attract people’s attention with jokes or doing something funny.”

She said the competition among livestreamers at her company was very intense, and she sometimes felt exhausted.

“There are always beautiful people appearing on social platforms, and my company invites them to train to become potential internet celebrities for livestream commerce,” Zhong said. “There is also a big income gap between us unknown hosts and those top-tier ones, who may earn our full-year salary in just an hour of livestreaming.”

Last month, Ling Dale, known online as “Luha” and who is famous for imitating Lu Han, the former member of a South Korean pop group, said he earned 35 million yuan ($4.8 million) in seven months doing livestream sales.

智联招聘执行副总裁李强在接受《中国日报》记者采访时表示，“直播带货是电商新模式，对提高销量、扩大品牌知名度、增强与消费者的互动等方面有显著优势，企业纷纷加入其中，大量招募主播。” 但直播行业在创造大量就业机会的同时，因主播收入不稳定、不透明，可能不利于就业市场薪酬公平和税收管理。

图源：IC

Li Qiang, Zhaopin’s vice-president, said the fast development of the digital economy had incubated new ways of employment and transformed companies’ labor demands.

“Livestream sales are a new way of utilizing e-commerce, which can increase product sales, brand popularity, and interactions between brands and customers,” he said.

Li said that while the growing livestreaming industry had offered more job opportunities, it still faced many problems that were yet to be solved or regulated.

“The livestreamers have unstable and nontransparent incomes due to the lack of a State-level income management system, which may affect fair pay and tax management,” he said.

目前，直播等新型灵活就业领域尚未建立成熟的薪酬体系，一些主播收入畸高，据中国演出行业协会等联合编制的《中国网络表演（直播与短视频)行业发展报告（2022—2023)》，以直播为主要收入来源的主播中，95.2%月收入为5000元以下，0.4%的主播月收入在10万元以上，行业收入两极分化明显。同时主播收入信息不透明，增加了税收管理难度。

图源：IC

Some livestreamers have extraordinarily high incomes.

According to a recent report by the China Association of Performing Arts, 95.2 percent of livestream hosts who used the job as their main source of income earned under 5,000 yuan, whereas 0.4 percent earned over 100,000 yuan a month. Their nontransparent incomes have also led to difficulties in the supervision and gathering of taxation.

为了更好管理直播市场，促进公平市场竞争和维护主播及消费者权益，各地也在积极探索并出台相关政策和管理办法。11月6日，由杭州市司法局发布的《直播电商产业合规指引（征求意见稿）》刚刚结束社会意见征求。

《意见稿》提出，直播从业者不得要求商家签订“最低价协议”，或采取其他排除、限制竞争的协议、决议或协同行为，但依法不构成垄断协议的除外。主播应保持良好声屏形象，表演、服饰、妆容、语言、行为、肢体动作及画面展示等要文明得体，符合大众审美情趣和欣赏习惯。

Some provinces and cities have taken exploratory steps to better regulate livestream e-commerce.

Hangzhou is soliciting public opinions on a draft guideline for live commerce regulation. The draft calls for livestreamers to be banned from engaging in inappropriate and vicious competition by requiring product manufacturers to sign floor-price agreements.

智联招聘执行副总裁李强表示，新型灵活就业健康发展，既需要让从业者享受公平的社保权益，也需要平台和劳动者依法纳税、规范从业。

Li from Zhaopin said the government could better protect livestreamers’ rights by adjusting policies, so they were included in minimum wage cover, with regulated working hours and paid vacations.

“Digital technologies can be used in tax inspections of digital-based flexible jobs to better regulate the industry,” he added.

记者：程思