【西街观察】直播电商下半场，先要明确合规边界

Core Viewpoint - The live e-commerce industry is set to face stringent regulations as a new management guideline has been introduced, clearly defining the responsibilities of platforms, live rooms, hosts, and marketing personnel, marking a significant shift towards compliance in the sector [1][5]. Group 1: Regulatory Changes - A comprehensive management guideline consisting of 57 articles has been released, which systematically clarifies the responsibilities of various stakeholders in the live e-commerce ecosystem [1]. - The new regulations aim to address long-standing issues such as false advertising, product mismatches, and inadequate after-sales service, which have persisted due to weak regulatory oversight and unclear responsibilities among platforms, hosts, and merchants [3][5]. Group 2: Industry Challenges - The live e-commerce sector has been plagued by frequent "failures" or scandals, leading to consumer dissatisfaction and a growing demand for accountability [2][3]. - The competitive landscape has seen problematic hosts repeatedly return to platforms after facing penalties, highlighting the need for more robust regulatory measures to ensure compliance and protect consumers [3][4]. Group 3: Stakeholder Responsibilities - The new regulations impose stricter responsibilities on platforms, including qualification verification, content review, risk identification, and violation handling, thereby enhancing their role in the live e-commerce ecosystem [5]. - Hosts are now required to provide truthful, accurate, and comprehensive information about products or services, which is a significant shift towards greater accountability [5][7]. Group 4: Technological Adaptation - The guidelines also address the use of new technologies, such as AI, mandating clear identification of AI-generated content to prevent consumer deception and safeguard their rights [5]. Group 5: Market Dynamics - The live e-commerce industry is characterized by three key elements: low prices, high traffic, and marketing risks, all of which will now be scrutinized under stricter regulations [6][7]. - Merchants will face not only the challenges of compliance adjustments but also a critical transformation that could impact their survival in the market [7].