该给直播间来一场“大扫除”了

Core Viewpoint - The live e-commerce industry is set to undergo significant regulatory changes with the upcoming release of the "Live E-commerce Supervision Management Measures," which aims to establish a comprehensive responsibility system for all participants in the industry [1][4]. Group 1: Industry Overview - The live e-commerce sector has experienced rapid growth, with a projected total merchandise transaction volume exceeding 4.5 trillion yuan in 2024, accounting for nearly one-third of online retail sales [4]. - Complaints related to live e-commerce have surged, with the 12315 platform receiving 402,000 reports, marking a 19.3% year-on-year increase [4]. Group 2: Regulatory Framework - The new regulations will clarify the legal responsibilities and obligations of various stakeholders, including platforms, merchants, hosts, and MCN institutions, addressing the previously ambiguous legal relationships in the industry [4][5]. - The measures aim to enhance systematic and proactive governance, moving away from fragmented post-event regulation to a more comprehensive regulatory framework [4]. Group 3: Compliance and Enforcement - The regulations will impose strict penalties for false marketing and the sale of counterfeit goods, with a focus on holding both hosts and suppliers accountable for product quality [5]. - Platforms are expected to play a crucial role in enforcing compliance, including identity verification and qualification audits, as well as sharing blacklists of serious violators across platforms [5].