“李佳琦”们，将迎新监管办法→

Core Viewpoint - The Market Regulatory Administration has released a draft for public consultation on the "Live E-commerce Supervision Management Measures," aiming to clarify the responsibilities and obligations of various stakeholders in the live e-commerce industry, thereby enhancing regulation and promoting healthy development of the sector [1][3][9]. Group 1: Regulatory Framework - The draft specifies the legal responsibilities of live e-commerce platform operators, live room operators, service agencies for live marketing personnel, and the marketing personnel themselves, to strengthen regular supervision of the industry [1][3]. - The draft emphasizes that it will not increase the burden on relevant parties, aligning with higher laws and the characteristics of the live e-commerce industry [1][5][9]. Group 2: Industry Growth and Trends - The "2024 China Live E-commerce Market Data Report" indicates that the transaction scale of live e-commerce will reach 53,256 billion yuan in 2024, although the growth rate has significantly declined from over 589% in 2018 to 8.31% [1][6][8]. - The decline in growth rate signifies a transition from a "traffic dividend period" to a "stock competition period," indicating a shift from "scale expansion" to "quality upgrade" in the industry [1][8]. Group 3: Responsibilities of Stakeholders - The draft outlines specific responsibilities for live e-commerce platform operators, including the establishment of rules for platform agreements, identity verification, and quality control of products and services [3][4]. - Live room operators are required to implement systems for reviewing product information and ensuring accurate marketing without misleading consumers [4][9]. Group 4: Legal Compliance and Enforcement - The draft mandates that live e-commerce platforms must cooperate with regulatory authorities in addressing violations and emphasizes the legal responsibilities for non-compliance [9][10]. - It incorporates existing laws such as the "E-commerce Law" and "Anti-Unfair Competition Law" to enhance the enforceability and specificity of the regulations [9][10].