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"livestreaming with goods" is a new force in the e-commerce field in recent years. it has quickly attracted the attention of many consumers and merchants with its unique charm and huge potential. however, there are many chaos hidden behind livestreaming with goods, which has hindered the healthy development of the industry. false propaganda, exaggeration, and selling inferior goods as good ones... these problems not only harm the rights and interests of consumers, but also seriously affect the healthy development of the industry. the "turnover" of the top streamers is not accidental. it reflects the many challenges faced by the livestreaming with goods industry, and also gives us the opportunity to think about how to solve the problems and promote the healthy development of the industry.

supervision and chaos: lagging supervision leads to chaos

the live streaming industry is developing rapidly, and supervision often fails to keep up with market changes, resulting in some violations not being cracked down and punished in a timely and effective manner. this not only gives some lawless elements an opportunity to take advantage of it, but also exacerbates the chaos and vicious competition in the industry. the "turnaround" of the top streamers also exposes the lack of industry supervision, and also gives us the opportunity to think about how to improve the direction of industry development.

consumers and businesses: responsibility and change

faced with the current situation of live streaming sales, we cannot just stop at criticizing and blaming the top streamers, but need to think deeply about how to solve the problem and promote the healthy development of the industry. on the one hand, the government should increase supervision of the live streaming sales industry, formulate and improve relevant laws and regulations, clarify industry standards and norms, and crack down on violations; on the other hand, companies should also establish the concept of honest operation, pay attention to product quality and after-sales service, and improve consumer satisfaction and loyalty.

consumers should also enhance their self-protection awareness, look at top streamers and live streaming sales rationally, cultivate correct consumption concepts, and not be misled by false information and exaggerated propaganda.

**future outlook: healthy and orderly development**

what we need to see is a healthier, more orderly and standardized live streaming industry. this requires the joint efforts of the government, enterprises, consumers and other parties to jointly build a fair, transparent and trustworthy market environment. only in this way can the top streamers truly become the leaders of the industry and the trusted choice of consumers.