Core Viewpoint - The article reflects on the ten-year implementation of the new Advertising Law in China, highlighting the dual leap in scale and quality of the advertising industry under legal protection, and the ongoing evolution of regulatory frameworks to address emerging challenges in the digital advertising landscape [2][3]. Summary by Sections Introduction - The article marks the tenth anniversary of the new Advertising Law, emphasizing the establishment of a healthy and orderly market ecology in China's advertising industry [2]. Historical Context - The original Advertising Law, enacted in 1994, aimed to address public trust issues arising from the commercialization of media, which led to a crisis of confidence among the public [5][6]. Regulatory Evolution - Over the past decade, the regulatory framework has evolved to include specific guidelines for internet advertising, medical aesthetics, and celebrity endorsements, filling regulatory gaps [2][3][11]. Challenges of Internet Advertising - The rapid advancement of information technology and the internet has posed significant challenges to the existing Advertising Law, which was primarily designed for traditional media [9][10][14]. Legislative Process - The revision process for the Advertising Law began in 2003, primarily to address the challenges posed by internet media, but it took over a decade to finalize due to the complexity of the issues involved [10][11]. New Regulatory Frameworks - The new Advertising Law, enacted in 2015, introduced provisions for internet advertising but largely retained old regulatory approaches, indicating a need for ongoing adaptation [11][12]. Emerging Issues - The rise of live-streaming commerce and social media has created new advertising paradigms, complicating the regulatory landscape and raising questions about the applicability of traditional advertising laws [14][15][16]. Future Directions - The article suggests that while new technologies and market dynamics present challenges, they also offer opportunities for legal adaptation and innovation in regulatory practices [21][22].

8月9日，曾因虚假宣传被处罚的网红@东北雨姐沉寂近一年后在微博更新动态。 （文章来源：21世纪经济报道） 据湖北经视《经视直播》栏目8月11日报道，记者以消费者身份咨询了本溪满族自治县网信办。工作人 员表示，东北雨姐不属于被永久封杀的情况，其抖音账号封至今年10月，解封后可正常发布作品。对于 后续带货资格，工作人员称只要其整改到位，理论上可以继续从事直播带货，但必须遵守相关规定，包 括不得虚假宣传、涉黄、涉毒涉赌，不得出现血腥暴力场面等。网信办及市场监督部门也将对其进行持 续监管。 ...

Core Insights - Rural e-commerce consumption surged in July, with logistics business volume accelerating, significantly contributing to the rise in the e-commerce logistics index [1][6] Group 1: E-commerce Growth - The development of e-commerce logistics has enabled traditional handicrafts and high-quality agricultural products to successfully reach the market, increasing villagers' income [3] - In July, the rural e-commerce logistics business volume index reached 131.5 points, an increase of 1.1 points from the previous month [6] - All regions in the country saw a rebound in rural business volume index, with the central region experiencing the largest increase of 1.7 points [6] Group 2: Logistics and Employment - The acceleration in rural e-commerce logistics business volume has led logistics companies to expand recruitment for rural couriers [8] - In July, the e-commerce logistics personnel index rose by 0.9 points, indicating a significant increase compared to the previous month [8] Group 3: Technological Integration - The integration of information technology and modern logistics systems has enhanced the service network at the logistics end, strengthening the supply capacity of rural e-commerce service facilities [6]

Core Viewpoint - The influencer "Northeast Rain Sister" (real name Chang Xiaoyu) is attempting a comeback on social media after a year of silence following a penalty for false advertising, with indications of support from other influencers [1][3]. Group 1: Background and Growth - Northeast Rain Sister gained significant popularity by showcasing rural life in Northeast China, amassing over 5 million followers on Douyin within a short period [3]. - From late 2022 to early 2023, her follower count surged from approximately 1 million to over 5 million in about 50 days [3]. - In April 2023, she conducted her first live stream on Douyin, attracting over 20 million viewers across three sessions, with sales ranging from 100,000 to 250,000 items per session [3]. Group 2: Business Operations and Sales Performance - In 2023, Northeast Rain Sister's team hosted 50 live streams, with 43 focused on sales, offering over 600 products and achieving average sales of 2.5 million to 5 million yuan per session [3]. - The average price per item sold during these sessions ranged from 40 to 70 yuan [3]. Group 3: Regulatory Issues and Penalties - In 2024, allegations arose regarding the authenticity of products sold in her live streams, leading to an investigation and a fine of 1.65 million yuan imposed by market supervision authorities [3]. - Following the penalty, her Douyin account was suspended, but it is set to be reinstated in October 2023, allowing her to potentially resume live streaming and sales if she complies with regulations [1][3]. Group 4: Company Structure - Northeast Rain Sister is associated with five companies, three of which have been dissolved, while two remain active, with her holding managerial positions [4]. - Her husband controls 31 companies, with some recently dissolved, indicating a complex business structure surrounding her brand [4].

Core Viewpoint - Douyin E-commerce is tightening regulations against inducement interactions in live streaming, aiming to protect consumer rights and ensure fair marketing practices [1][2][5] Summary by Relevant Sections Regulation Changes - Douyin E-commerce plans to revise the "Inducement Interaction Implementation Rules," tightening the standards for identifying violations and increasing penalties for non-compliance [2][3] - The new rules classify first-time violations without negative impact as minor, whereas previous regulations allowed for 1-2 minor violations in a single live stream [3] Common Violations - Common inducement tactics include using benefits like expedited shipping or free return policies to encourage user interactions such as comments and follows [2] - Specific examples of violations include phrases like "let me know after you buy, and I'll arrange expedited shipping" and "if you don't comment, you won't get the return policy" [2] Impact on E-commerce - The push for user interaction is driven by the need for traffic, as Douyin's algorithm favors high engagement metrics, which in turn affects the visibility of live streams [5] - Tactics like "憋单" (holding back orders) are employed to create urgency and increase user engagement, but these practices can distort the authenticity of user interactions [5][6] User Experience Concerns - Induced interactions can lead to a negative user experience, as consumers may feel pressured to engage in ways that do not reflect their genuine interest [6] - The reliance on such tactics may ultimately drive away users who become disillusioned with the perceived lack of genuine offers [6] Industry Trust Issues - The use of "professional commentors" to artificially inflate interaction metrics undermines consumer trust and can lead to regulatory scrutiny, as seen in recent penalties imposed by market regulators [8] - Douyin E-commerce's efforts to combat these practices are part of a broader strategy to maintain the integrity of the live commerce model amid slowing growth [8]

2025年3月，《关于进一步强化食品安全全链条监管的意见》出台，为直播带货行业立下"规矩"——主播需严审食品资质，平台要设专职食安管理人员，杜 绝"美颜造假"等乱象。 在此背景下，直播带货赛道加速洗牌，而临沂"鲜果公社"却以场景化直播的创新打法突出重围，从传统销售模式成功切换至新型运营范式，成为政策合规时 代下的转型标杆。 在配送站点打造"生活剧场"式直播间，这一设计堪称空间运营的神来之笔。配送站点作为连接供需两端的关键节点，本身就具备天然的流量优势与场景辨识 度。将直播间设在此处，打破了传统直播间的封闭感与距离感，营造出充满生活气息的消费场景。消费者取货时可直观感受直播氛围，甚至随时加入互动， 从被动观看者转变为主动参与者，大幅提升了观看体验与购买意愿。 直播带货成破局关键，鲜果公社转型树标杆 在当下竞争白热化的商业赛道中，直播带货已成为企业突破增长瓶颈的核心抓手。而临沂"鲜果公社"通过场景化直播的创新实践，成功实现从传统销售模式 到新型运营范式的跨越，成为行业内的转型标杆。 三步转型路径，层层落地见成效"鲜果公社"的转型路径通过三个关键步骤层层落地。 第一步：升级社区团长为"直播情报官" 战略性地将43名 ...

Core Insights - The rise of group broadcasting, exemplified by the "Leg Sweep Dance," has attracted significant viewership and engagement, leading to a new trend in live commerce [1][2] - Group broadcasts have become a substitute for traditional live selling methods, providing a fresh avenue for traffic generation amid declining viewer numbers for individual streamers [4][6] - Despite the initial success of group broadcasts, the sustainability of this model is questioned due to the need for diverse monetization strategies and the potential for viewer disengagement [9][11] Group Broadcasting Trends - The "Leg Sweep Dance" has garnered nearly 25 million views, with peak online participation reaching 311,000, showcasing the format's popularity [1] - The collaboration between top influencers and boy bands has resulted in significant increases in viewership and sales, with the Blue Moon-themed broadcast achieving an estimated GMV of 25-50 million, a 40.82% increase from previous events [2][4] - Group broadcasting is experiencing rapid growth, with the number of daily group broadcast rooms on Douyin increasing from 4,000 to 7,500 [4] Challenges in Live Commerce - The live commerce industry is facing a bottleneck, with top streamers experiencing a decline in sales performance and traditional traffic acquisition methods becoming less effective [2][7] - Brands are increasingly burdened by high costs associated with live commerce, including "pit fees" and "traffic taxes," leading many to establish their own live streaming channels [8][9] - The shift towards group broadcasting may alleviate some pressure on brands, but the integration of entertainment and product promotion remains a challenge [9][10] Market Dynamics - The overall e-commerce market in China is entering a stagnation phase, with negative growth rates observed in various segments, including live commerce [12][13] - The rise of near-field e-commerce is posing a competitive threat to live commerce, as it offers better pricing, efficiency, and consumer experience [14] - Brands are increasingly opting for direct-to-consumer strategies through their own live streaming, reducing reliance on influencer-driven sales [14][15]

Core Viewpoint - The article discusses the challenges and strategies of Chinese e-commerce companies, particularly Temu and SHEIN, as they expand into the Japanese market, highlighting the differences in consumer behavior and marketing strategies between China and Japan [4][72]. Group 1: Market Conditions - Japan has favorable conditions for e-commerce, including strong payment capabilities, good logistics infrastructure, high internet penetration, and stable demand for clothing, beauty, and daily goods [5][4]. - Despite the strong offline retail presence, there is a solid foundation for e-commerce, with many older consumers having experience with online shopping [5]. Group 2: Company Strategies - Temu, launched in 2022, has rapidly gained traction in Japan, achieving 15.5 million monthly active users by July 2023, largely due to aggressive advertising spending of approximately $2 billion by its parent company, Pinduoduo [12][4]. - SHEIN entered the Japanese market earlier and has become a well-known fast fashion brand, ranking in the top 5 for shopping app downloads on Google Play [13][4]. - Temu's strategy in Japan focuses on low-price subsidies and gamification elements, such as time-limited offers and lotteries, diverging from Pinduoduo's original social group-buying model [24][25]. Group 3: Consumer Behavior - Japanese consumers exhibit a preference for stability and safety in shopping, often conducting extensive research before making purchases, contrasting with the impulsive buying behavior seen in Chinese consumers [57][52]. - The Japanese market is characterized by a high loyalty to brands and a preference for PC-based shopping, with over 50% of e-commerce transactions occurring on desktop computers [53][56]. Group 4: Marketing Techniques - Temu and SHEIN utilize gamification to engage users, employing tactics like limited-time promotions and interactive elements to enhance user experience [30][36]. - Japanese e-commerce typically does not incorporate gamification or urgency in marketing, focusing instead on loyalty programs and straightforward pricing strategies [32][31]. Group 5: Competitive Landscape - The competitive landscape in Japan is challenging for foreign e-commerce players, as local companies have established strong brand loyalty and consumer trust [72][62]. - Temu and SHEIN must navigate cultural differences and consumer expectations, adapting their strategies to align with Japanese shopping habits and preferences [72][74].

Core Viewpoint - The article highlights the initiative of local village leaders in Chongqing's Wushan County to utilize live streaming for promoting local agricultural products, aiming to enhance sales and connect consumers directly with rural offerings [6][7]. Group 1: Village Initiatives - Mao Xianglin, the village party secretary of Xiaozhuang, plans to showcase local culture and lifestyle through live streaming, with a focus on selling oranges when they ripen [6]. - In Shuanglong Town, a "village broadcast volunteer team" composed of village officials, returning youth, and skilled farmers is leveraging live streaming to promote the geographical indication product "Wushan Crisp Li" directly to consumers [6][7]. Group 2: Live Streaming Impact - The live streaming efforts have successfully broken geographical barriers, allowing local products to reach consumers' tables [6]. - Village party secretary Luo Hui from Dongqiao Village actively engages in live streaming from the orchards, achieving over ten thousand likes during a session [6][7]. - Other village officials have transformed from traditional roles to become live stream hosts, sharing the growth stories of Crisp Li and employing strategies like limited-time offers and direct shipping to boost sales [6][7].

Group 1: Live Streaming and E-commerce - Yang Yueqing, the project director of HiPhi, resumed live streaming sales on July 21, selling products such as beef steak and salmon, with a total of 26 items listed and 31,000 viewers [1] - In March 2024, after HiPhi's suspension, Yang's first live stream generated sales between 100,000 to 250,000 [3] - Yang stated that the income from live streaming would be used to support frontline service personnel, ensuring customer satisfaction [3] Group 2: Moutai Sauce Fragrance Wine - Moutai Sauce Fragrance Wine Company issued a consumer notice addressing complaints about counterfeit products and announced new official e-commerce channels for purchasing [6][7] - The company received multiple complaints regarding low-priced counterfeit Moutai products, which were confirmed as substandard [6] - Recommended purchasing channels include iMoutai APP, JD, Douyin, Tmall, and others, with over 140 authorized stores, although 24 online stores were removed [7] Group 3: E-commerce Growth - From January to June 2025, China's online retail sales grew by 8.5%, driven by quality products and services [9] - Key monitored categories such as digital products and home appliances saw growth rates of 9.9% and 12.7% respectively, with foreign trade sales exceeding 3.3 billion since April [9] Group 4: Delivery Service Regulations - The State Post Bureau responded to reports of some courier companies rounding up weight charges, indicating that this practice is common in the industry [10][12] - The Bureau is conducting investigations and guiding companies to optimize their weight charging rules according to national standards [12] Group 5: Douyin Account Penalties - Douyin Life announced the banning of 387 accounts for misleading practices in tourism, including forcing customers to pay deposits and sign contracts under false pretenses [12][13] - The platform took action to prevent the spread of such accounts and videos, enhancing its monitoring capabilities [12] Group 6: Live Streaming Sales Rankings - On July 21, Douyin's live streaming sales leaderboard was topped by "Yuhui Tongxing" with sales between 25 million to 50 million, while "Huawei Mall" ranked tenth with 7.5 million [14]