《2025直播电商行业白皮书》发布：直播电商刺激消费，贡献电子商务80%增量

Core Insights - The live e-commerce industry has become a significant engine for consumption growth in China, with a focus on standardized and collaborative development [1][5] Group 1: Industry Growth and Market Dynamics - The live e-commerce market has experienced explosive growth, with a projected GMV exceeding 5 trillion yuan by 2025, accounting for nearly one-third of online retail [2][3] - The number of live e-commerce enterprises in China has reached approximately 2.57 million, playing a crucial role in promoting consumption and employment [2] - The contribution of live e-commerce to the overall e-commerce growth is expected to be 80% by 2024, with a market size increase of over 12 times from 2019 to 2024 [2] Group 2: Structural Changes and Governance - The industry is moving towards a more systematic and collaborative governance model, integrating government regulation, platform governance, industry self-discipline, and public supervision [3][5] - The professionalization of live streamers is accelerating, with over 50% of GMV now coming from brand-operated live streams [3] - The market structure is becoming more decentralized, with small and medium-sized streamers increasing their market share to 89.34% by 2025, while the share of top streamers is expected to decrease to 10.66% [3] Group 3: Challenges and Regulatory Developments - The live e-commerce industry faces challenges such as increased complexity in the supply chain and the need for higher product selection standards [5][6] - Complaints related to live commerce have decreased from a 52.5% increase in 2023 to 19.3% in 2024, indicating improvements in governance [5] - The introduction of the "Live E-commerce Supervision Management Measures" in December 2025 aims to clarify responsibilities and enhance consumer protection [5] Group 4: Future Directions and Industry Consensus - The industry consensus emphasizes the need for quality and standardization as key drivers for future growth, moving away from reliance on traffic [6][8] - Platforms are encouraged to take on compliance leadership and value creation responsibilities, leveraging digital technology to enhance industry integration [7][8] - The live e-commerce sector is recognized as a vital innovation in the digital economy, aligning with national economic development goals [8]