Core Insights - The live e-commerce market in China has grown 10.5 times over the past five years, reaching a scale of 4.9 trillion yuan in 2024, while complaints have surged by 47.1 times [1][2] - The complexity of the live e-commerce ecosystem includes traditional e-commerce platforms like Alibaba, JD, and Pinduoduo, as well as social platforms like WeChat and Xiaohongshu, and short video platforms like Douyin and Kuaishou [1][3] - The State Administration for Market Regulation (SAMR) has released a draft regulation to clarify the responsibilities of live e-commerce platforms, including identity verification and the establishment of a blacklist system [1][7] Market Overview - The live e-commerce market is seen as a new growth engine, with significant participation from various platforms, including traditional e-commerce and social media [2][3] - Platforms like Douyin and Kuaishou have leveraged their content advantages to support the growth of live e-commerce, with over 200,000 small and medium-sized businesses using live streaming to boost sales [3][4] Regulatory Developments - The SAMR's draft regulation specifies that live e-commerce platforms must verify the credentials of live stream operators and marketers, requiring regular updates every three months [7][8] - The regulation introduces a blacklist system to manage non-compliant operators, preventing them from re-entering the market through account changes [9][10] Platform Responsibilities - Platforms are required to conduct thorough pre-approval processes for live stream operators, including verification of their identity and business licenses [7][8] - The regulation emphasizes the need for platforms to monitor live e-commerce activities actively and implement measures against violations, such as warnings and traffic restrictions [7][10] Challenges and Concerns - There are concerns about the operational burden on platforms due to the new regulatory requirements, although officials assert that these measures align with industry characteristics [8][10] - The complexity of enforcing the blacklist system and the need for clear operational guidelines pose significant challenges for effective implementation [10] Influencer and Merchant Guidelines - The regulation mandates that live streamers must provide accurate and comprehensive information about products, avoiding misleading or deceptive practices [11][15] - Specific requirements for displaying product pricing and promotional information are outlined to enhance transparency for consumers [14][15]

Core Viewpoint - The State Administration for Market Regulation, in collaboration with the National Internet Information Office, has drafted the "Live E-commerce Supervision Management Measures (Draft for Comments)" to enhance regulation in the live e-commerce sector and protect the legitimate rights and interests of consumers and operators [1][2]. Group 1: Regulatory Framework - The draft clearly defines the legal responsibilities and obligations of various participants in the live e-commerce industry, including platform operators, live room operators, service agencies for live marketing personnel, and the marketing personnel themselves [4][5]. - It emphasizes the need for live e-commerce platforms to establish comprehensive platform rules, strengthen identity verification and qualification audits for live room operators and marketing personnel, and enhance the handling of illegal activities [6][8]. Group 2: Industry Challenges - The live e-commerce industry has been experiencing rapid growth, but issues such as false marketing and counterfeit products have become increasingly prominent, with inadequate responsibility among relevant parties [2][12]. - There is a noted lack of quality awareness among some merchants and streamers, leading to a focus on short-term profits at the expense of consumer rights [2]. Group 3: Implementation and Compliance - The draft requires live room operators to establish systems for reviewing and publicizing product or service information, ensuring that marketing personnel provide truthful and comprehensive product descriptions [10]. - It also introduces regulatory measures for illegal activities, including exploring traffic regulation for violators and establishing training and blacklist management systems for live marketing personnel [12][14]. Group 4: Balancing Regulation and Development - The draft aims to balance regulatory norms with the promotion of industry development, clarifying the responsibilities of all participants in the live e-commerce sector to foster a collaborative governance approach [13][16]. - The formulation of the draft has taken into account market expectations and industry realities, with extensive consultation to support the healthy development of the live e-commerce sector [16].

Core Viewpoint - The rapid growth of the live e-commerce industry has led to positive impacts on consumption and employment, but it has also resulted in issues such as false marketing and counterfeit products. The introduction of the "Live E-commerce Supervision Management Measures (Draft for Comments)" aims to enhance regulation and promote healthy development in the industry [1][2]. Group 1: Industry Growth and Market Data - The live e-commerce sector has experienced explosive growth, with the number of enterprises increasing from 3,545 in 2018 to 76,000 in 2024, representing a year-on-year growth of 216.66% [1]. - The transaction scale of live e-commerce is projected to reach 53,256 billion yuan in 2024 [1]. Group 2: Regulatory Measures and Responsibilities - The new regulations clarify the legal responsibilities and obligations of live e-commerce platform operators, live room operators, service agencies, and marketing personnel, aiming to strengthen regular supervision [2][3]. - Platform operators are required to establish comprehensive rules, enhance identity verification and qualification audits, and actively assist consumers in protecting their rights [2]. - The regulations emphasize the need for live room operators to implement systems for reviewing product information and to avoid misleading commercial promotions [3].

原标题：市场监管总局将出台《办法》加强直播电商监督管理 科技日报北京6月10日电 （记者付丽丽）10日，记者从市场监管总局获悉，为加强直播电商监督管 理，该局在充分调研和广泛征求意见的基础上，会同国家网信办研究起草《直播电商监督管理办法（征 求意见稿）》（以下简称《办法》），正式向社会公开征求意见。征求意见截止日期为7月10日。 近年来，直播电商行业发展迅速，在促进消费、扩大就业同时，虚假营销、假冒伪劣等乱象逐渐显 现。为此，《办法》细化了直播电商平台经营者的责任和义务。要求平台经营者建立健全平台协议规 则，加强对直播间运营者、直播营销人员服务机构、直播营销人员的身份认证和资质审核，强化对违法 违规行为的处置，依法依规报送数据信息，积极协助消费者维权，进一步压实平台企业的主体责任。 《办法》明确了直播间运营者、直播营销人员服务机构、直播营销人员的责任和义务。要求直播间 运营者不得作虚假或者引人误解的商业宣传。要求直播营销人员真实、准确、全面地介绍商品或者服 务，不得欺骗、误导消费者。 《办法》强化了监督管理手段。《办法》规定，市场监督管理、网信部门对经调查核实违反市场监 督管理、网信领域法律、法规、规章的直播 ...

Group 1: Policy Initiatives - The State Council proposed 10 policy measures across 4 areas to improve and guarantee people's livelihoods[7] - Emphasis on enhancing social security fairness and expanding coverage for low-income groups[8] - Focus on equal access to basic public services regardless of urban or rural status[8] Group 2: Market Performance - The Shanghai Composite Index fell by 0.44%, while the North Exchange 50 Index decreased by 1.01%[16] - As of June 10, 2025, the North Exchange A-share component stocks totaled 267, with an average market capitalization of 3.076 billion[16] - Trading volume for the North Exchange reached 25.371 billion, down 5.23% from the previous trading day[16] Group 3: Industry News - The China Steel Industry Association called for resisting "involution" competition and prioritizing industry interests over individual company benefits[12] - Recommendations for the automotive industry to adhere to fair competition principles and enhance technological advancements[13] - The China Electric Power Construction Enterprise Association proposed four strategies for integrated development of power sources and green electricity projects[14]

Group 1: Policy and Regulatory Developments - The National Intellectual Property Administration, Ministry of Science and Technology, Ministry of Industry and Information Technology, State-owned Assets Supervision and Administration Commission, State Administration for Market Regulation, and Chinese Academy of Sciences jointly issued guidelines for the construction and operation of patent pools to promote low-cost and efficient patent utilization [1][8] - The State Council issued opinions to deepen reform and innovation in Shenzhen, aiming to enhance the integration of education, technology, and talent systems, and to promote high-quality development of the real economy [4][5] - The State Administration for Market Regulation and the National Internet Information Office drafted a regulatory framework for live e-commerce to enhance supervision and protect consumer rights [6][11] Group 2: Company Developments - Cao Cao Travel has passed the listing hearing at the Hong Kong Stock Exchange, with plans to launch an L4-level Robotaxi model by the end of 2026 [1][13] - Tencent Music announced a merger agreement with Ximalaya, with a total consideration of $1.26 billion in cash and shares [14] - BYD's Tengshi brand announced the production of its 250,000th unit of the D9 model, marking a significant milestone in the new energy MPV segment [16] Group 3: Economic Indicators - The China SME Development Index (SMEDI) rose to 89.5 in May, indicating a recovery after two months of decline [2][6] - The Ministry of Finance announced an increase in the minimum monthly pension for urban and rural residents by 20 yuan, benefiting over 300 million elderly people [5] Group 4: Market Trends - The issuance of technology innovation bonds has gained traction, with 147 institutions issuing over 374.8 billion yuan in bonds as of June 7 [11] - The steel industry association called for a collective effort to resist "involution" competition and promote sustainable development through technological innovation [8]

Core Points - The article discusses the introduction of the "Live E-commerce Supervision and Management Measures (Draft for Comments)" aimed at enhancing the regulation of live e-commerce and protecting consumer and operator rights [1][2] - The measures outline the responsibilities and obligations of live e-commerce platform operators, including compliance with regulations, data reporting, and consumer protection [1] - The draft emphasizes the need for identity verification and qualification audits for live stream operators and marketing personnel, as well as the establishment of training mechanisms [1] Summary by Sections Responsibilities of Platform Operators - The draft specifies the responsibilities of live e-commerce platform operators in areas such as violation handling, qualification verification, information reporting, and dynamic management [1] - Operators are required to establish platform rules, strengthen identity verification, and enhance the handling of illegal activities [1] Responsibilities of Live Stream Operators and Marketing Personnel - The draft clarifies the obligations of live stream operators and marketing personnel, mandating the establishment of systems for information verification and public disclosure [1] - It prohibits false or misleading commercial promotions and requires service institutions to manage marketing personnel effectively [1] Supervision and Management Measures - The draft strengthens supervision methods, detailing jurisdiction, collaborative regulation, credit supervision, and corrective measures [2] - The market regulatory authority plans to refine the draft based on public feedback and implement a regular supervision system for live e-commerce [2]

Domestic News - The first meeting of the China-US economic and trade consultation mechanism has entered its second day, continuing discussions after lunch [1] - The Central Committee of the Communist Party of China and the State Council issued opinions on deepening the comprehensive reform pilot in Shenzhen, aiming to enhance reform, innovation, and expand openness [1] - The Ministry of Human Resources and Social Security will implement the removal of household registration restrictions for flexible employment personnel in insurance participation, aiming to steadily expand occupational injury protection trials for new employment forms [1] - The "Live E-commerce Supervision Management Measures" are open for public consultation, requiring live marketing personnel to provide truthful, accurate, and comprehensive product or service descriptions, prohibiting deception or misleading consumers [1] - Several car manufacturers, including GAC and Dongfeng, have committed to standardizing payment terms to within 60 days [1] International News - The EU proposed to lower the price cap on Russian oil to $45 in the 18th round of sanctions against Russia, while Putin extended the oil supply ban measures [2] - The UK experienced the largest drop in employment numbers since 2020 in May, leading traders to fully price in two more interest rate cuts by the Bank of England within the year [2] - The ruling party in South Korea proposed the "Basic Law on Digital Assets," allowing domestic companies to issue stablecoins [2]

《办法》坚持监管规范与促进发展并重，坚持问题导向。 记者梳理发现，此次《办法》共五十七条，分总则、直播电商平台经营者、直播间运营者、直播营销人员服务机构等七章，主要通过细化责任、强化技术监 管与信用约束，推动直播电商向规划化发展转型，长期来看利于建立公平透明的市场环境，促进良性竞争与消费者信任。包括平台、机构及主播在内的参与 方也需尽快调整运营模式，以适应新规，避免合规风险。 《办法》细化了直播电商平台经营者的责任和义务，明确了直播间运营者、直播营销人员服务机构、直播营销人员的责任和义务，强化了监督管理手段，强 调了不履行法定义务应当承担的法律责任。 关于此次制定《办法》的主要考虑，市场监管总局网监司相关负责人答记者问时表示，直播电商行业在快速发展的同时，虚假营销、假冒伪劣等乱象逐渐显 现，如直播电商行业相关主体责任落实不到位，一些商家和主播及相关机构质量意识淡薄，重营销、轻质量，重成交、轻售后，追逐短期利益，损害了广大 消费者合法权益，影响了直播电商行业规范健康发展。 《办法》的出台，有利于落实落细《中华人民共和国电子商务法》等法律法规规定，明确相关机构与从业者法定责任和义务，进一步加强直播电商常态化监 管 ...

Core Viewpoint - The State Administration for Market Regulation has released a draft regulation for live e-commerce, aiming to clarify the responsibilities of various parties involved and enhance compliance requirements to improve regulatory efficiency [1][6]. Group 1: Responsibilities and Obligations - The draft regulation specifies the responsibilities of live stream operators, requiring them to clearly indicate comparison prices, actual sales prices, discount amounts, and avoid misleading advertising [3][4]. - Live stream operators using AI-generated images or videos must prominently label these as AI-generated to distinguish them from real individuals [3][4]. - E-commerce platforms are required to display the registration details of live marketing personnel prominently on their pages [4][6]. Group 2: Compliance and Enforcement - The regulation emphasizes legal consequences for non-compliance, detailing specific violations and enhancing the applicability of existing laws such as the E-commerce Law and Anti-Unfair Competition Law [5]. - In 2024, complaints related to live commerce increased by 19.3%, highlighting ongoing consumer issues in the sector [5]. - The regulation mandates credit supervision of various stakeholders in the live e-commerce ecosystem, with serious violations leading to joint penalties [5][6]. Group 3: Industry Self-Regulation - Platforms like Douyin have begun self-regulation, banning deceptive practices such as using AI avatars to impersonate real live streams, resulting in significant account suspensions and removals [6]. - The regulation aims to enforce the primary responsibility of e-commerce platforms, enhancing compliance management and transmitting regulatory pressure throughout the industry [6].