According to data from the China Internet Network Information Center, as of the first quarter of 2020, the number of live webcast users in my country has reached 560 million. At the same time, in the first quarter of the year, there were more than 4 million live broadcast sales on the entire network in my country. The ever-expanding live broadcast e-commerce has become a veritable national carnival. However, in the wildly growing market, in addition to dividends and outlets, there are more industry chaos and trust crises.

How big is the development prospect of live streaming? In addition to the top anchors such as Wei Ya and Li Jiaqi, who have shown their talents in the past two years, their delivery performance has repeatedly hit new highs. Many celebrities, entrepreneurs, and even government officials have also tested the waters across borders, shouting for various products, and constantly setting new heights in the transaction volume of live streaming. Luo Yonghao's Douyin live show debuted with goods for three hours, and achieved sales of 111 million; Internet celebrity Simba returned to Kuaishou live broadcast for the first time, with an overall sales of 1.25 billion; 10.27 billion yuan...

But is everything rosy about this wealth creation myth? It seems that it is not necessarily. The rapid development of the industry will inevitably leave ills. Overturned live broadcasts, high commissions, high return rates, false traffic... On the one hand, there are record-breaking sales, and on the other hand, the chaos of live e-commerce is frequent. With the rise of "new infrastructure", 5G, blockchain, big data, cloud computing... The arrival of the digital economy era may be the key to solving this problem.

The China Consumers Association pointed out that in this year's "618" e-commerce shopping festival, the quality of products in the live broadcast industry was not right. False "killing young" and other situations.

The initial development of an emerging industry is bound to be accompanied by various problems. To solve these problems, on the one hand, it is necessary to require the supervision of relevant departments to be present quickly to promote its standardized development; on the other hand, it is necessary to look at industry issues from the perspective of technological development. In the development of the digital economy, blockchain is an important part.

Although the rise of the live broadcast e-commerce platform is one of the signs of economic development, it has broadened people's consumption methods, but such a strong wind seems to have rolled up a sandstorm. The industry has developed to the present, whether the wind of live broadcasting is "red" or "black" "No one dared to speak. The blockchain can solve the trust crisis from multiple perspectives and help the industry to develop ecologically, greenly and healthily. The traceability, security, high availability, and non-tampering characteristics of the blockchain can improve the chaos in the live broadcast e-commerce industry from multiple perspectives, and help the industry set sail on the right path.

Blockchain protects consumer rights. All along, consumers are most concerned about whether the products they buy are safe and effective. Nowadays, there are all kinds of product advertisements, and the live broadcast anchors are only one link in the traditional supply chain. It is very likely that due to the lack of relevant legal knowledge and awareness, they will bring false publicity to consumers. This not only seriously damages the basic rights and interests of consumers, but also damages consumers' trust in anchors and even e-commerce platforms. Establishing a mechanism that can effectively guarantee product quality is the most important thing in protecting the rights and interests of consumers.

Only by combining the live broadcast e-commerce industry chain with blockchain technology, integrating the data of each node including product raw material service providers, source manufacturers, product processing technology and quality information, logistics service stations, seller malls, etc., let each node The data needs to be encrypted by its own key before entering the chain to realize the logistics alliance chain of the product. Other node subjects can read the corresponding data after being authorized, but because of the non-tamperable principle of blockchain technology, it can also ensure the authenticity and transparency of information mutual verification, transmission and management, so as to realize the whole chain of product information flow and logistics Closed-loop mutual recognition and digital operation.

Such technological innovation can greatly improve the stability and security of the industrial chain and supply chain of live e-commerce. At the same time, consumers can also directly trace the whole process of product information, giving them the ability to intuitively distinguish the "authentic" of products, and they can also buy regular, safe and secure products online.

Not long ago, the contract dispute between Tencent and Laoganma attracted the attention of many people. According to the police report, the incident was caused by three criminal suspects who forged the seal of Laoganma Company, pretended to be the manager of the company's marketing department, signed a cooperation agreement with Tencent, and illegally obtained economic benefits.

This can’t help but make people think deeply. Even a listed company like Tencent still has omissions in the contract review, so what kind of risks do small and medium-sized enterprises and even individual anchors need to bear in the face of contract problems? Therefore, in the Internet age, we can completely apply smart contracts in the blockchain to avoid risks.

The point-to-point smart contract not only has high availability, runs 24*7 hours a day, has no restrictions on time and location permissions, but also makes transactions more convenient and faster. Because the content on the chain cannot be tampered with, any loaded information will exist permanently, which can completely eliminate the problem of "carrot seals and fake contracts" in traditional contracts, and protect the rights and interests of both parties. Assuming that there will be contract disputes in the future, the emergence of evidence on the chain can also protect one's own rights to the greatest extent.

The sales data of live broadcast e-commerce in the context of economic downturn has become more and more exaggerated. Not long ago, the person in charge of the live broadcast of a certain platform posted a fierce Weibo in response to this phenomenon, saying that now there are only a few hundred million for a live broadcast, so you are embarrassed to write a press release? This not only positively reflects the current eco-environment of live streaming of anchors, but also confirms people's skepticism about the authenticity of the data.

The current stage of live e-commerce urgently needs a credit system that can deepen mutual trust between the two parties. The practice of blockchain technology in the field of credit investigation has already achieved preliminary results, which can serve the industry well. The blockchain can be used as a connection to carry multi-party cooperation. By creating an alliance chain, data security is ensured, and the results of dishonesty are reported for the alliance to query without revealing the original data. In addition, relevant regulatory agencies can also establish a set of industry credit rating standards, and use real and transparent data to calculate the rating results by using the unchangeable attributes of the alliance chain ledger.

In this way, the blockchain-based credit reporting system ensures the authenticity and transparency of the anchor's live broadcast traffic and even sales data. The supervision of the public and the government can make criminals have nowhere to hide and ensure the clarity and transparency of the industry.

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