抖音、淘宝、小红书，别再为假洋品牌开绿灯

中国新闻网04-02 19:26

中新网北京4月2日电 4月1日，总台报道揭开“进口保健品”乱象：“澳洲优思益”号称进口，实为国内生产。此前，中国新闻网《民生调查局》也曾报道，部分所谓“进口品牌”或为披着跨境马甲的“假洋货”。　　“优思益”被曝光后，其在抖音、淘宝、小红书等各平台的商品全线下架。国务院食安办、市场监管总局、海关总署高度重视，立即组织涉事地市场监管部门和海关开展调查核实。杭州市场监管部门随即对杭州索象营销策划有限公司...

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4月1日，总台报道揭开“进口保健品”乱象：“澳洲优思益”号称进口，实为国内生产。此前，中国新闻网《民生调查局》也曾报道，部分所谓“进口品牌”或为披着跨境马甲的“假洋货”。　　“优思益”被曝光后，其在抖音、淘宝、小红书等各平台的商品全线下架。国务院食安办、市场监管总局、海关总署高度重视，立即组织涉事地市场监管部门和海关开展调查核实。杭州市场监管部门随即对杭州索象营销策划有限公司涉嫌发布违法广告的行为立案调查。　　据媒体报道，仅“与辉同行”一个直播间，该品牌销售额即达1000万至2500万元，销量7.5万至10万单。董宇辉、伊能静等坐拥千万级粉丝的头部主播，其推荐常常被粉丝视为“品质背书”。然而事件曝光后，部分艺人客服仅以“已关注”“正在核实”进行敷衍式回应，“与辉同行”迟迟未给出明确售后方案。这般冷漠态度，让广大消费者倍感失望。　　根据2026年2月1日起施行的《直播电商监督管理办法》，直播间运营者应当核验实际销售商品或者提供服务的经营者的名称(姓名)、统一社会信用代码(身份证件号码)、实际经营地址、联系方式、行政许可、强制性产品认证、产品合格证明文件等信息。这意味着，带货主播不能以“仅为代卖、不负责售后”为由推脱责任。　　更值得警惕的是这场乱象背后的“抖音投流造品”产业链。据总台调查，杭州索象营销策划有限公司直言不讳地承认：品牌故事纯属编造，所谓的国际大奖花两三万元就能买到，小红书上的上万篇种草笔记、微博上的上千条推广内容，全是靠砸钱堆出来的。其负责人称，前期种草投入一两百万，上抖音后卖1000万元需投流400万元，营销费用占销售收入一半以上。另一家代运营公司透露，投流费比高达80%，有负责人直言：“一个真材实料可能100元成本的东西，我做成20元成本，真材实料做这个品就活不下去。”　　这意味着，在流量逻辑下，只要不惜砸重金向平台购买流量，哪怕是成本不到20元的国产普通食品，也能摇身一变成为售价数百元的“进口爆品”。那些品牌故事全靠编、国际大奖靠钱砸、海外专家雇人演的产品，正是通过这种方式在消费者心中构建起“进口即高端”的虚假信任。　　平台作为流量售卖方，在赚取高昂推广费的同时，却忽视了对商家资质的审核。当媒体向平台核实产品产地时，天猫以“商家信息保护”为由拒绝提供，抖音客服则称“商家可能因数据安全暂不对外公开”。这样的回复口径，显然难以保障消费者的知情权。　　平台在这一过程中更不应“默不作声”。作为带货直播的主阵地，抖音不仅提供了流量入口，更通过其投流机制深度参与了“爆款”制造。当问题产品通过平台规则被推送到千万用户面前，平台岂能以下架了事？平台应主动履行主体责任，加强合规管理与风险防控，对违规主播和商家施以重罚。监管部门的利剑，应从产品端延伸到平台端，从源头堵住“假洋牌”通过投流收割用户的通道。　　消费者的信任不该被透支，平台的公信力也不应在一次次“草草了事”中消磨。唯有强化全链条监管，才能让消费者权益不再被“流量”裹挟。(完)（文章来源：中国新闻网）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 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