Xin Lang Cai Jing·2026-01-30 12:56Core Viewpoint - The Market Regulation Administration has announced the administrative penalties against Chengdu KuaiGou Technology Co., Ltd. for multiple violations in the live e-commerce sector, emphasizing a zero-tolerance approach to false marketing and counterfeit products [1][4]. Summary by Categories Company Overview - Chengdu KuaiGou, established in 2019, is a wholly-owned subsidiary of the short video platform Kuaishou, primarily responsible for Kuaishou's e-commerce business "Kuaishou Xiaodian" [1][6]. Violations Identified - Chengdu KuaiGou failed to fulfill information disclosure obligations, including not prominently displaying license information and not updating administrative license information in a timely manner, violating Article 15 and Article 33 of the E-commerce Law [1][2]. - The company charged unreasonable fees to platform operators, imposing punitive non-fixed penalties that exceeded reasonable limits, violating Article 35 of the E-commerce Law [1][2]. - There were failures in ensuring consumer safety, with various products on the platform not meeting safety requirements, violating Article 38 of the E-commerce Law [2][7]. - Chengdu KuaiGou did not take necessary actions against intellectual property infringement after receiving notifications from trademark holders, violating Articles 42 and 45 of the E-commerce Law [2][7]. - The company published illegal advertisements, with discrepancies between actual ad content and approved samples, violating Articles 9, 16, and 46 of the Advertising Law [2][7]. - Chengdu KuaiGou assisted other operators in misleading commercial promotions by displaying fictitious sales data, violating Article 8 of the Anti-Unfair Competition Law [3][8]. - The company provided services for the illegal sale of wildlife and prohibited hunting tools without verifying necessary permits, violating Article 33 of the Wildlife Protection Law [3][8]. Penalties Imposed - In December 2025, the Market Regulation Administration ordered Chengdu KuaiGou to rectify its illegal activities and imposed a fine of 26,692,904.62 yuan [3][8]. Regulatory Approach - The Market Regulation Administration emphasizes a strong regulatory stance, focusing on verifying merchant qualifications and protecting the rights of small and medium-sized businesses [4][9]. - The administration utilized extensive data analysis to strengthen evidence collection and ensure comprehensive regulatory oversight [5][9]. - Ongoing compliance guidance for platform enterprises is being enhanced alongside the development of the "Live E-commerce Supervision Management Measures" to clarify legal responsibilities [10].