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Core Viewpoint - The live-streaming e-commerce industry is facing significant regulatory scrutiny due to persistent issues such as false advertising, counterfeit products, and consumer safety concerns, necessitating a shift in regulatory strategies and enhanced consumer oversight [1][2][3]. Group 1: Regulatory Developments - The State Administration for Market Regulation has initiated special rectification measures for prominent issues in live-streaming e-commerce, signaling a strong regulatory stance [1][2]. - Recent data indicates that complaints in live-streaming e-commerce reached 402,000 in 2024, marking a 19.3% year-on-year increase, highlighting ongoing challenges in product quality and consumer rights [2]. Group 2: Industry Changes - The industry is transitioning from a "big star era" dominated by top influencers to a "starry sky era" with a rise in smaller, less-known live-streamers [2][3]. - The absence of top influencers has led to a decrease in industry attention, but this does not correlate with a reduction in problems, as issues have become more dispersed and harder to regulate [2]. Group 3: Consumer and Platform Responsibilities - There is a call for broader consumer oversight channels and faster feedback mechanisms to empower consumers as vigilant overseers of the industry [1][3]. - Platforms are urged to take on greater responsibility, enhancing their review processes, real-time monitoring, and after-sales service to ensure consumer safety and trust [3].