李佳琦们，将迎监管新规！

Core Viewpoint - The rapid development of the live e-commerce industry has positively impacted consumption and employment, but issues such as false marketing and counterfeit products have emerged, prompting the release of a regulatory draft aimed at enhancing supervision and promoting healthy industry growth [1][3]. Group 1: Industry Growth and Challenges - The live e-commerce sector has seen explosive growth, with the number of enterprises increasing from 3,545 in 2018 to 76,000 in 2024, representing a year-on-year growth of 216.66% [3]. - The transaction scale of live e-commerce is projected to reach 53,256 billion yuan in 2024 [3]. - Despite growth, there are concerns about inadequate responsibility among industry participants, leading to quality issues and consumer rights violations [3]. Group 2: Market Penetration and Competition - The penetration rate of live e-commerce is expected to reach 34.3% in 2024, with a growth rate of 7.52%, indicating a decline in growth momentum [4]. - The industry is transitioning from a "traffic dividend period" to a "stock competition period," emphasizing a shift from scale expansion to quality enhancement [4]. Group 3: Regulatory Framework - The newly proposed regulatory draft consists of seven chapters and 57 articles, clarifying the legal responsibilities of various participants in the live e-commerce ecosystem [5][6]. - Key responsibilities for platform operators include verifying qualifications, managing information disclosure, and ensuring compliance with laws [6]. - The draft also emphasizes the need for live stream operators and marketing personnel to provide accurate information and avoid misleading promotions [6][7]. Group 4: Impact on Stakeholders - The regulatory draft aims to balance supervision and development, ensuring that it does not impose additional burdens on platform operators while enhancing consumer protection [8][9]. - The draft incorporates feedback from various stakeholders and is designed to align with existing laws, promoting compliance and efficiency in regulatory practices [9].