规范社区运营，直播电商行业立新规

Core Insights - The rapid growth of live-streaming e-commerce has raised significant governance challenges due to the "traffic-first" mentality, leading to various fraudulent activities and violations [2][3] - Platforms like Douyin are taking measures to address these issues by implementing strict regulations and community guidelines to define acceptable practices for creators and merchants [3][4] - The optimization of traffic allocation mechanisms is essential to support quality merchants while penalizing those who violate platform rules, thereby fostering a healthier ecosystem [4][6] Group 1: Industry Challenges - Live-streaming e-commerce has become a crucial driver of consumer spending, but the industry faces challenges from fraudulent practices, such as misleading promotions and false claims about products [2][3] - Instances of severe violations include accounts fabricating stories to gain sympathy and promote products, leading to bans and penalties [2] - The need for a systematic approach to governance is emphasized, as reactive measures alone are insufficient to prevent the emergence of problematic merchants [3] Group 2: Platform Initiatives - Douyin has taken proactive steps by issuing the "Douyin E-commerce Community Operation Guidelines," which clearly outline the expected conduct for creators and merchants [3] - The platform has reported addressing approximately 13 million violations in the past year and has indefinitely revoked the selling privileges of 470,000 violators [2][4] - The focus is on promoting a positive value system that attracts quality merchants while discouraging unethical behavior [3] Group 3: Market Dynamics - The majority of Douyin's e-commerce revenue is generated by small and medium-sized merchants rather than top influencers, highlighting the importance of a diverse merchant base [4] - In the past year, Douyin's e-commerce shelf GMV grew by 49%, with over 5.11 million new e-commerce creators and 5.36 million merchants earning income through the platform [4][6] - The platform has facilitated the emergence of industrial clusters, with five interest industry belts achieving over 10 billion yuan in annual transaction volume [6] Group 4: Future Outlook - The ongoing governance efforts are expected to stabilize the platform's ecosystem and promote sustainable growth by supporting compliant merchants, particularly small and medium-sized ones [6] - The shift from a focus on top influencers to a more inclusive approach for smaller creators is seen as a long-term strategy for expanding and stabilizing the live-streaming e-commerce sector [6]