时报观察丨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 issues such as false advertising and consumer protection [1][2] Group 1: Regulatory Developments - The "Live E-commerce Supervision Management Measures" is in the legal review stage and will be officially released soon, marking a new phase of standardized governance in the industry [1] - Two national standards, "Basic Requirements for Live E-commerce Platform Services" and "Compliance Data Reporting Standards for Online Transactions," are being drafted to further enhance regulation [1] Group 2: Industry Growth and Challenges - A report indicates that the live e-commerce sector's gross merchandise volume (GMV) 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 in the sector [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 provide legal support for consumer rights protection and create a fair competitive environment for legitimate businesses, thereby reducing issues like false advertising and counterfeit products [2] - The measures will require platforms to enhance risk control and qualification review systems, promoting a shift from reactive to proactive regulation, which is expected to improve transparency and trust in the industry [2]