Core Viewpoint - The State Administration for Market Regulation has initiated an investigation into Chengdu Kuaigou Technology Co., Ltd., a subsidiary of Kuaishou, focusing on issues of "false marketing and counterfeit goods" in the live e-commerce sector [1][3]. Group 1: Company Overview - Chengdu Kuaigou, established in 2019, is a wholly-owned subsidiary of Kuaishou, primarily responsible for the e-commerce business "Kuaishou Xiaodian" [1]. - The company has stated that all its business operations are currently running normally [4]. Group 2: Regulatory Environment - The live e-commerce industry has become a significant segment of the e-commerce landscape, with 597 million users projected by December 2024, accounting for 54.7% of internet users [4]. - The National Market Supervision Administration has reported a 19.3% year-on-year increase in complaints related to live commerce, totaling 402,000 cases in 2024, with "false marketing and counterfeit goods" being the core issues [4]. Group 3: Regulatory Actions and Future Directions - The investigation aims to enforce platform responsibilities and protect consumer rights, as well as to enhance compliance within the live e-commerce industry [3][5]. - The National Market Supervision Administration is drafting the "Live E-commerce Supervision Management Measures (Draft for Comments)," which will clarify the responsibilities of platform operators in areas such as compliance, identity verification, and data reporting [4][5].

Core Viewpoint - The State Administration for Market Regulation has initiated an investigation into Chengdu KuaiGou Technology Co., Ltd. for suspected violations of the E-commerce Law of the People's Republic of China, highlighting the regulatory scrutiny in the live e-commerce sector [2][3]. Company Summary - Chengdu KuaiGou, established in October 2019, is a wholly-owned subsidiary of Kuaishou Technology, primarily operating the e-commerce platform "Kuaishou Xiaodian" [2]. - The company provides services such as product listing, transaction management, and traffic conversion for merchants, playing a crucial role in Kuaishou's e-commerce ecosystem [2]. - As of 2024, Chengdu KuaiGou has 773 insured employees and its business scope includes technology services, advertising, and computer system services [2]. Industry Summary - The live e-commerce sector is recognized as a significant part of the platform economy, contributing to innovation, consumption, and employment [3]. - The market regulator emphasizes the need for improved compliance in the live e-commerce industry due to prevalent issues such as false marketing and counterfeit products [3]. - The investigation into Chengdu KuaiGou aims to enforce platform responsibilities and protect the rights of consumers and small businesses, promoting higher compliance standards in the industry [3][4].

市场监管总局表示，直播电商作为平台经济的重要组成部分，在推动创新、促进消费、扩大就业等方面 发挥了重要作用。但由于参与交易主体类型多元，法律关系复杂，责任落实不到位，直播电商行业乱象 多发，虚假营销、假冒伪劣等违法违规行为屡禁不止，社会各界对此反映强烈。 据悉，市场监管总局坚持问题导向，健全直播电商监管制度，依法严厉打击直播电商领域违法违规行 为，组织查办了一批重大违法案件，曝光了一批典型案例，充分发挥以案促改作用。 市场监管总局表示，此举是为了进一步压实电商平台主体责任，更好地保护广大消费者和中小微商家合 法权益，推动直播电商行业提升合规水平。下一步，市场监管总局将严格依照《电子商务法》等法律规 定公平公正推进案件调查，调查结果将及时向社会公布。 根据天眼查信息，北京快手科技有限公司以5000万元认缴出资额，对成都快购科技有限公司持股 100%。 南都讯 记者黄莉玲 9月18日，市场监管总局在官网宣布，根据前期核查，依法对成都快购科技有限公司 涉嫌违反《中华人民共和国电子商务法》等法律法规的行为立案调查。 ...

Core Viewpoint - The company "Three Sheep" has resumed live streaming with its hosts after a period of suspension due to regulatory issues related to false advertising of a mooncake brand. The hosts are now promoting self-owned products from their new app "Xiao Yang Selection" [1][8][11]. Group 1: Resumption of Live Streaming - On September 15, several hosts from "Three Sheep" resumed live streaming, primarily to engage with their audience rather than focus on sales [1]. - The live stream by host "Zui Ge" attracted over 2.47 million viewers, generating sales between 250,000 to 500,000 yuan [3]. Group 2: Regulatory Background - Last year, "Three Sheep" faced backlash for promoting a mooncake brand falsely claimed to be from Hong Kong, leading to a joint investigation by local authorities [5][7]. - The company was fined 68.95 million yuan and compensated consumers 27.78 million yuan, after which it was deemed eligible to resume operations [7]. Group 3: New Business Model - Following the regulatory issues, "Three Sheep" launched its self-operated app "Xiao Yang Selection," which requires a 99 yuan annual membership fee and offers various product categories [8][11]. - The company aims to ensure product quality and expand shopping options while continuing to engage in live streaming on platforms like Douyin [11]. Group 4: Industry Context - The live commerce industry is facing increased scrutiny, with a reported 402,000 complaints in 2024, marking a 19% increase from the previous year [13]. - The regulatory environment is shifting from individual penalties to broader industry warnings, emphasizing the need for quality and integrity among hosts and companies [13].

直播行业乱象层出不穷。 近日，上海市场监管部门通报了一批电商虚假营销案例，这是上海首次针对奢侈品直播带货中 涉嫌售假的行为作出公开处置。上海妃鱼网络科技有限公司杭州第二分公司（以下简称"当事 人"）因在直播带货中采用虚假抢购方式进行虚假营销，被处以罚款20万元。 据通报，当事人主要通过其在电商平台运营的店铺和账号从事直播营销，实际经营场所位于上 海市宝山区。2024年1月11日，当事人在某平台直播中，推出一款红色"香奈儿"箱包，售价 7999元，并要求消费者按付款顺序抢拍。 1月12日，当事人通过伪造页面信息的方式，告知唯一成功抢拍的消费者并未实际抢拍成功， 多次要求其退款。平台协查确认该消费者为唯一有效购买人。监管部门认定，该行为违反《网 络交易监督管理办法》第十四条第二款第三项的规定，构成虚假营销。 记者丨 陶力 实习生蒋雨彤 编辑丨骆一帆 公开资料显示，二手奢侈品直播电商渠道品牌妃鱼成立于2016年，曾在2021年获得近3000万 美元B轮融资，由五岳资本N5Capital和某美元基金联合领投，君联资本、经纬中国、晨晖创投 等老股东加码跟投。 近年来，随着互联网经济的不断发展，直播带货作为新型电商模式呈 ...

据通报，当事人主要通过其在电商平台运营的店铺和账号从事直播营销，实际经营场所位于上海市宝山 区。2024年1月11日，当事人在某平台直播中，推出一款红色"香奈儿"箱包，售价7999元，并要求消费 者按付款顺序抢拍。 1月12日，当事人通过伪造页面信息的方式，告知唯一成功抢拍的消费者并未实际抢拍成功，多次要求 其退款。平台协查确认该消费者为唯一有效购买人。监管部门认定，该行为违反《网络交易监督管理办 法》第十四条第二款第三项的规定，构成虚假营销。 2025年1月，宝山区市场监管局依据《网络交易监督管理办法》第四十三条及《中华人民共和国反不正 当竞争法》第二十条第一款，责令当事人停止违法行为，并处以20万元罚款。 监管与合规显得尤为关键。 直播行业乱象层出不穷。 近日，上海市场监管部门通报了一批电商虚假营销案例，这是上海首次针对奢侈品直播带货中涉嫌售假 的行为作出公开处置。上海妃鱼网络科技有限公司杭州第二分公司（以下简称"当事人"）因在直播带货 中采用虚假抢购方式进行虚假营销，被处以罚款20万元。 妃鱼品牌负责人方承向21世纪经济报道记者回应称，这件事发生在去年1月，是当时相关运营团队的私 下违规操作，并未报备公 ...

Core Viewpoint - The State Council's news office emphasizes the overall stability of food safety in China during the "14th Five-Year Plan" period, highlighting the importance of comprehensive regulation to prevent various risks [1] Group 1: Regulatory Measures - The market regulatory authority is enhancing all-chain supervision and strict licensing to ensure food safety [1] - Continuous high compliance rates for grain processing, meat, and dairy products have been reported over the years [1] Group 2: New Consumption Scenarios - The rapid development of platform economy has led to new consumption scenarios such as online shopping, food delivery, and live streaming sales, prompting the need for stricter compliance guidance for platform enterprises [1] - Special inspections are being intensified to address issues like "ghost deliveries" and false claims in the market [1] Group 3: Future Regulations - The market regulatory authority is in the process of formulating regulations for live e-commerce and online sales to clarify food safety responsibilities among various stakeholders [1] - The aim is to maintain consumer convenience while promptly addressing new risk factors [1]

Core Viewpoint - The implementation of AI technology in live commerce regulation is transforming the industry, enhancing compliance and operational efficiency while addressing regulatory challenges. Group 1: AI in Live Commerce Regulation - The "Live Commerce Full Process Smart Supervision System" launched in Shanghai's Changning District has monitored over 2,000 live sessions and identified more than 160 illegal clues within six months of operation [1] - The system utilizes generative large language model technology to conduct real-time monitoring across various platforms such as Douyin, Kuaishou, Taobao, Pinduoduo, and Xiaohongshu [1] - AI technology is becoming a key variable in driving transformation in the live commerce industry, improving efficiency and quality in core processes like product selection, data analysis, and compliance review [2] Group 2: Compliance and Efficiency Enhancements - The "Lingke System" developed by Qianxun Holdings integrates with national enterprise credit systems to enhance compliance checks during product selection, significantly shortening compliance review cycles [3] - AI has improved the efficiency of creating live broadcast scripts from 20-30 minutes to just 3 minutes, achieving nearly a tenfold increase in productivity while ensuring compliance by automatically filtering prohibited content [3] - The "Pengyou Cloud" platform has integrated the DeepSeek model to automate compliance checks across three dimensions: business qualifications, brand authorization, and product information, resulting in over a 30% increase in compliance rates [4] Group 3: Regulatory Framework and Future Developments - The National Market Supervision Administration has proposed a regulatory framework for live commerce, introducing a "blacklist" system and cross-platform constraints to address issues like false marketing and counterfeit goods [4][5] - The new regulations provide clear legal boundaries for innovative business models such as AI-driven live streaming and virtual hosts, promoting sustainable and high-quality development in the industry [5]

Core Viewpoint - The State Administration for Market Regulation (SAMR) is drafting a new regulation aimed at strengthening the supervision of live e-commerce, addressing issues such as false marketing and ensuring consumer rights [1][2]. Group 1: Regulatory Framework - The new regulation, titled "Live E-commerce Supervision Management Measures (Draft for Comments)," aims to clarify the legal responsibilities of various stakeholders in the live e-commerce ecosystem, including platform operators, live streamers, and marketing personnel [1][2]. - The regulation emphasizes a balanced approach between regulatory compliance and promoting industry development, focusing on problem-oriented measures to address existing issues in the live e-commerce sector [2][3]. Group 2: Responsibilities of Platform Operators - The regulation outlines specific responsibilities for platform operators, including compliance with verification, information reporting, and training mechanisms, to enhance accountability and consumer protection [3][4]. - It aims to establish a collaborative governance model that includes not only platform operators but also live streamers and service agencies, addressing the complexities and risks associated with the live e-commerce model [3]. Group 3: Implementation and Impact - The SAMR assures that the new regulation will not impose additional burdens on stakeholders, as it aligns with existing laws such as the E-commerce Law and Consumer Rights Protection Law [4]. - The regulation will incorporate a blacklist system for non-compliant entities, which is already a common practice among live e-commerce platforms [4][5].

Core Viewpoint - The draft regulation on live e-commerce aims to clarify the responsibilities and obligations of platform operators, enhancing supervision to protect consumer rights and promote healthy industry development [1][2][5]. Group 1: Responsibilities and Obligations - The draft specifies the responsibilities of live e-commerce platform operators in areas such as violation handling, qualification verification, information reporting, training mechanisms, hierarchical management, dynamic control, and information disclosure [1][5]. - Platform operators are required to establish comprehensive platform agreement rules, strengthen identity verification and qualification audits for live stream operators and marketing personnel, and enhance the handling of illegal activities [1][5][6]. Group 2: Industry Challenges and Regulatory Approach - The rapid growth of the live e-commerce industry has led to issues such as false marketing and counterfeit products, primarily due to inadequate responsibility enforcement among industry participants [2][3]. - The draft aims to implement the Electronic Commerce Law and other regulations, clarifying the legal responsibilities of various stakeholders, including platform operators and marketing personnel, to foster a better online trading environment [2][3]. Group 3: Regulatory Framework and Future Directions - The draft emphasizes the need for a foundational and forward-looking regulatory framework tailored to the characteristics of the live e-commerce industry, establishing basic legal responsibilities and obligations for different entities [3][4]. - It highlights the critical role of platform operators in the ecosystem, aiming to maximize regulatory efficiency by ensuring they fulfill their responsibilities and transmit compliance requirements to other stakeholders [4][5]. Group 4: Consumer Protection and Market Integrity - The draft regulation seeks to enhance product quality oversight through special inspections and stricter enforcement against false advertising, thereby maintaining fair competition and improving online product quality [5][6]. - It addresses public concerns regarding the potential burden on platform operators, clarifying that the draft aligns with existing laws and will not impose additional burdens on stakeholders [6][7].