时报观察 直播电商将在规范中焕发新活力

Core Viewpoint - The upcoming regulations for live e-commerce in China signify a shift from unregulated growth to a structured governance model, addressing industry issues such as false advertising and counterfeit products [1][2]. Group 1: Regulatory Developments - The "Live E-commerce Supervision Management Measures" has entered legal review and will be officially released soon, marking a new phase of regulation in the industry [1]. - Two national standards, "Basic Requirements for Live E-commerce Platform Services" and "Compliance Data Reporting Standards for Online Transactions," are also being drafted to enhance regulatory frameworks [1]. Group 2: Industry Growth and Challenges - A report indicates that the total merchandise transaction volume (GMV) of the live e-commerce industry is expected to exceed 4.5 trillion yuan in 2024, accounting for nearly one-third of online retail sales and contributing 80% of e-commerce growth, with a user base of approximately 600 million [1]. - The number of complaints received by the 12315 platform regarding live commerce reached 402,000 in 2024, reflecting a 19.3% year-on-year increase, highlighting ongoing issues within the industry [1]. Group 3: Implications of New Regulations - The new regulations will clarify the responsibilities of various stakeholders, including platforms, operators, and marketers, addressing previous ambiguities in accountability [2]. - The regulations will establish a collaborative regulatory framework and credit supervision methods, transitioning from fragmented oversight to a more systematic approach [2]. - The measures will detail the circumstances of non-compliance and the basis for penalties, providing legal support for consumer rights and fostering a fair competitive environment [2]. - Platforms will be required to enhance risk control and qualification review systems, promoting proactive measures to prevent issues rather than merely responding to them [2].