大浪淘沙 私域直播重塑消费信任

Core Viewpoint - The introduction of the "Live Streaming Marketing Management Measures" marks a new phase of standardization, transparency, and strict regulation in the private domain live streaming e-commerce industry, with compliance becoming crucial for long-term development [1] Group 1: Compliance and Regulation - The report indicates that the number of online shopping consumers in China has rapidly increased, reaching 970 million in 2024, with an online shopping penetration rate close to 90%, highlighting the growing consumer potential [2] - Private domain e-commerce has a channel share of 60%, making it one of the most commonly used purchasing channels for consumers, driven by lower customer acquisition costs and a focus on user operations [2] - Live streaming marketing is fundamentally a form of commercial advertising, subject to strict regulations under laws such as the "Anti-Unfair Competition Law" and the "Advertising Law," requiring brands and merchants to ensure the accuracy and truthfulness of promotional content [5] Group 2: Consumer Rights and Product Quality - Live streaming merchants are required to fulfill the legal obligation of a "seven-day no-reason return" policy and cannot restrict consumer rights through standard clauses or reduce after-sales service quality under the guise of promotions [7] - The industry must adhere to laws regarding product quality and consumer rights protection, prohibiting the sale of special drugs, prescription medications, tobacco, and illegal financial products [5][7] Group 3: Industry Collaboration and Trust - Platforms like Weizan Live have proactively engaged in compliance rectification, implementing systematic compliance measures, and strictly reviewing merchant qualifications, product content, and marketing behaviors to eliminate false advertising and price fraud [7] - The industry emphasizes the need for collaboration between platforms and merchants to build a trustworthy and sustainable consumption ecosystem, focusing on consumer-centric practices for long-term development [7]