电商新规来了，这些商家将被淘汰

Core Viewpoint - The upcoming "Live E-commerce Supervision Management Measures" represents a comprehensive regulatory upgrade aimed at addressing rampant issues in the live commerce industry, such as false advertising, price manipulation, and data fraud. This new regulation will clarify responsibilities across all participants, including platforms, merchants, hosts, and MCNs, marking a shift towards a more accountable and transparent industry [2][3][22]. Group 1: Regulatory Framework - The new regulations will extend oversight beyond just what hosts say during live streams, encompassing the entire supply chain from product sourcing to post-sale service [3][23]. - Platforms are now required to actively manage and verify the qualifications of merchants and hosts, ensuring compliance with advertising and product standards [3][4][23]. - Merchants must guarantee the authenticity and quality of their products, particularly in sensitive categories like food and cosmetics, and must adhere to pricing laws [5][24]. Group 2: Responsibilities of Key Players - Hosts are now held accountable for their promotional statements, which must be truthful and substantiated, as seen in the case of a host fined 5.6 million yuan for misleading claims [7][25]. - MCNs are required to implement management systems that include training for hosts, product selection reviews, and oversight during live broadcasts [9][27]. - The regulation aims to eliminate the previous practice of shifting blame among parties, establishing a clear chain of responsibility [3][23][28]. Group 3: High-Risk Behaviors - Four main high-risk behaviors have been identified: false advertising, price fraud, non-compliant products, and data manipulation [11][29]. - False advertising, particularly exaggerated claims about product efficacy, will face severe penalties, as demonstrated by past fines against companies for misleading promotions [11][29]. - Price fraud, such as misleading discount claims, will require clear evidence of original pricing and conditions under which discounts are offered [11][29]. - Non-compliance with product standards and selling counterfeit goods will lead to significant penalties, emphasizing the need for proper documentation and certification [13][31]. - Data manipulation practices, including buying fake followers or reviews, will result in high fines and potential bans from platforms [15][32]. Group 4: Industry Impact - The tightening of regulations is expected to benefit honest businesses by leveling the playing field against those engaging in deceptive practices [16][34]. - The goal of the new regulations is not to stifle the industry but to create a fairer environment that prioritizes product quality and service over mere traffic and sales numbers [17][35]. - The industry is transitioning towards a more sustainable model focused on genuine competition based on product value and customer experience [18][36]. - The new regulations signal a shift from chaotic growth to a more mature and responsible phase in the live commerce sector [19][37]. - Companies that adapt quickly to these changes will likely find themselves in a stronger position moving forward [20][38].