“3·15晚会”对广东四会玉器直播行业的影响分析与对策研究

Analysis of the Impact of the “3∙15 Gala” on the Jade Live Streaming E-commerce in Sihui, Guangdong and Research on Countermeasures

摘要: 近年来，网络直播带货发展迅速，销量超过传统电商。作为一种新型购物模式，直播带货带来便利的同时，也存在侵权风险。四会是我国重要的翡翠加工基地，享有“中国玉器之乡”的称号。然而，2022年“3·15晚会”曝光了部分四会玉器直播商家夸大事实、虚假宣传的行为。本文通过收集10个四会玉器直播企业2021年11月至2022年11月的运营数据，建立随机效应面板数据模型，发现交易次数、单笔交易最高额、主播人数和单个主播单日最高销量对月营业总额有显著正向影响。分析表明，“3·15晚会”对四会玉器直播行业短期内产生了负面影响，但信息衰减效应使得长期影响较小，且可能带来正面作用。最后，本文从媒体、政府和企业三个方面提出建议，以促进四会玉器直播行业的健康发展。

Abstract: As a new shopping model, live streaming e-commerce has brought convenience to consumers, but it also carries the risk of intellectual property violations. Sihui, a major jade processing hub in China, is known as the “Home of Chinese Jade.” In the 2022 “3∙15 Gala” program, however, some Sihui jade live streaming e-commerce sellers were exposed for exaggerating facts and making false claims. This study collects operational data from 10 Sihui jade live streaming companies between November 2021 and November 2022 and establishes a random effects panel data model. The results reveal that the number of transactions, the highest single transaction amount, the number of hosts, and the highest daily sales per host have a significant positive impact on the monthly sales revenue. The analysis shows that the “3∙15 Gala” had a short-term negative impact on the Sihui jade live streaming e-commerce. However, due to information attenuation, the long-term effect is limited, with a potential positive impact in the future. Finally, this paper provides recommendations from three perspectives of media, government, and businesses to promote the healthy development of the Si Hui jade live-streaming e-commerce.