一众网红“双高”人员被查！董宇辉之后，直播电商再无主播神话？

Core Viewpoint - The live e-commerce industry in China is transitioning from rapid growth to a regulated and mature phase, marked by the implementation of the "Live E-commerce Supervision Management Measures" starting February 1, 2026, which establishes clear responsibilities and regulatory frameworks for various stakeholders in the industry [1][2]. Regulatory Trends - The new regulations signify a shift towards a "new normal" of regulation, emphasizing cross-platform collaboration and accountability throughout the entire supply chain [3][4]. - Since 2025, there has been a noticeable increase in regulatory actions against influencers with problematic value orientations, leading to a more stringent enforcement of compliance across platforms [4][5]. - The regulatory environment has become more collaborative, with multiple platforms working together to address issues such as inflammatory content and harmful value promotion [4][6]. Responsibility and Compliance - The introduction of clear responsibility lines for Multi-Channel Network (MCN) institutions and live streamers is a key focus, with new regulations requiring platforms to establish comprehensive governance mechanisms [7][9]. - MCNs are now being treated as key regulatory subjects, with expectations for them to take on greater responsibility in managing their influencers and ensuring compliance with industry standards [8][9]. Taxation and Financial Regulation - The implementation of the "Internet Platform Enterprises Tax Information Reporting Regulations" has made it mandatory for platforms to report tax-related information, leading to increased scrutiny of income and tax compliance among live streamers [11][12]. - High-profile cases of tax evasion among influencers have highlighted the need for stricter enforcement and transparency in financial dealings, with significant penalties being imposed for non-compliance [13][15]. - The tax authority has reported recovering substantial amounts in unpaid taxes from influencers, indicating a shift towards a more regulated and accountable financial environment in the live e-commerce sector [15][16].