直播电商将在规范中焕发新活力

Core Viewpoint - The live e-commerce industry in China is transitioning from unregulated growth to a new phase of standardized governance, with the upcoming release of regulatory measures aimed at addressing existing issues and promoting high-quality development [1][2] Regulatory Developments - The "Live E-commerce Supervision Management Measures" is in the legal review stage and is expected to be officially released soon, marking a significant step towards regulatory oversight 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] Industry Growth and Challenges - A report indicates that the total merchandise transaction volume (GMV) of the live e-commerce industry is projected to exceed 4.5 trillion yuan in 2024, accounting for nearly one-third of online retail sales and contributing 80% of the growth in e-commerce [1] - The user base for live e-commerce is estimated to be around 600 million, highlighting the sector's expansive reach [1] Issues in the Industry - The rapid expansion of the live e-commerce sector has been accompanied by significant issues, including false advertising, counterfeit products, and inadequate after-sales service, leading to increased public concern [1] - In 2024, the 12315 platform received 402,000 complaints related to live commerce, representing a year-on-year increase of 19.3% [1] Importance of Regulatory Measures - The upcoming regulations will clarify the responsibilities of various stakeholders, including platforms, operators, and marketers, addressing previous ambiguities in accountability [2] - The measures will provide legal support for consumer rights protection and create a fair competitive environment for legitimate businesses, thereby reducing issues like false advertising and counterfeit goods [2] - The regulations will also require platforms to enhance risk control and qualification review systems, promoting a shift from reactive to proactive regulatory practices [2]