“抖音带货”中景德镇陶瓷低价现象解析与规制建议

Analysis and Regulation Suggestions on the Phenomenon of Low Price of Jingdezhen Ceramics in"Tiktok Live Broadcast with Goods"

现今,“直播带货”成为了一种热门的营销方式,景德镇许多陶瓷商在直播间通过低价商品吸引消费者的眼球,意图快速占领下沉市场以薄利多销实现销售增长。但由于“直播带货”仍处在发展阶段,平台内外部监管薄弱、法律法规尚不完善,低价销售而引发的问题亟待解决。本文将以抖音直播的景德镇陶瓷为例,并从成本、供需、效率和信息四个方面,分析其抖音平台低价销售的原因,反思低价销售对景德镇陶瓷产业发展的影响,并提出相应的行业规范发展建议。

Nowadays,"Live delivery"has become a popular marketing method.Many ceramic merchants in Jingdezhen attract the attention of consumers through low-cost products in the broadcast room,the intention to quickly occupy the sinking market to achieve sales growth with small profits.However,due to the"live delivery"is still in the development stage,the internal and external supervision of the platform is weak,laws and regulations are not perfect,and the problems caused by low-price sales need to be solved urgently.This paper will take Jingdezhen ceramics of Tiktok Live broadcast as an example,and analyze the reasons for the phenomenon of low price on Tiktok from four aspects of cost,supply and demand,efficiency and information,reflect on the impact of low price sales on the development of Jingdezhen ceramic industry,and put forward corresponding suggestions for industry standardization and development.