促进直播电商规范，推动行业行稳致远

Core Viewpoint - The National Market Supervision Administration has released a draft regulation for live e-commerce to enhance supervision and promote healthy development in the sector, aiming to protect consumer and operator rights [1] Group 1: Market Trends - Live e-commerce is identified as a key driver for consumption growth, with a projected market size of approximately 5.8 trillion yuan and a user base of 597 million by 2024 [1] - The live e-commerce industry is experiencing seven major trends: content-driven, brand-oriented, lifestyle-focused, professional, standardized, short-direct interaction, and inclusive [1] - By December 2024, the number of online live streaming users in China is expected to reach 833 million, representing a year-on-year increase of 17.37 million and accounting for 75.2% of the total internet users [3][5] Group 2: Economic Impact - The rise of live e-commerce is crucial for stimulating consumption potential and is significant for the sustained recovery and rapid growth of consumption [3] - The online retail sales in China are projected to reach 15.5225 trillion yuan in 2024, reflecting a year-on-year growth of 7.2% [5] - Nearly half of the surveyed individuals reported making purchases after watching short videos or live streams, indicating the effectiveness of these formats in driving consumer behavior [5] Group 3: Industry Development - The "live + e-commerce" model has rapidly emerged, influencing consumer behavior and helping businesses expand both domestically and internationally [4] - The industry is still in its infancy and faces various challenges, but it holds significant growth potential, necessitating the establishment of comprehensive regulations to foster a supportive environment [4][6] - The digital transformation is driving a shift from functional consumption to experiential consumption, enhancing the overall consumer market dynamics [6]