全国人大代表、陇上庄园生态农业有限公司总经理梁倩娟：护航中小规模从业者，推动直播电商行业规范化发展

Core Viewpoint - The article emphasizes the need for the live e-commerce industry to transition towards high-quality development, focusing on improving the quality of practitioners and ensuring rights protection for small and medium-sized operators to share in the digital economy's benefits [1]. Group 1: Industry Growth and Opportunities - Live e-commerce is one of the fastest-growing and most innovative business models in China's digital economy, with market size increasing over 12 times from 2019 to 2024 [1]. - The development of live e-commerce has created significant employment opportunities for rural residents, particularly for university graduates returning to their hometowns and left-behind women, who seek local job opportunities [1]. Group 2: Challenges Faced by Practitioners - The live e-commerce industry faces challenges such as inadequate professional standards for network anchors, a lack of comprehensive training systems, and low social recognition [2]. - Small and medium-sized operators struggle with limited capital, difficulty in gaining traffic, and intense competition, which hampers their ability to accumulate followers and access commercial resources [2]. - The flexible employment nature of network anchors leads to unstable income and high mobility, making it difficult to fit into traditional social security systems [2]. Group 3: Recommendations for Industry Improvement - To promote a more standardized development of the live e-commerce industry, it is recommended to establish a multi-dimensional occupational protection system for network anchors, including legal relationship clarity and a dispute resolution mechanism [3]. - There is a call for e-commerce platforms to enhance support for small and medium-sized operators, with examples such as Douyin e-commerce's plan to save merchants over 32 billion yuan by 2025 through various support policies [4]. - The article suggests that government departments should encourage e-commerce platforms to implement systematic support measures for small businesses, including establishing support funds and expanding commission exemptions [4].