为加强直播电商监督管理，维护广大消费者和经营者合法权益，促进直播电商健康发展，市场监管总局 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了《直播电商监督管理办法（征求意见 稿）》（以下简称《办法》），今日正式向社会公开征求意见。 《办法》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和直播营销人员、监督 管理、法律责任、附则等七章，共五十七条。主要内容如下： 一是细化了直播电商平台经营者的责任和义务。《办法》明确了直播电商平台经营者在违规处置、资质 核验、信息报送、培训机制、分级管理、动态管控、信息公示等方面的责任。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。 二是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。《办法》强化直播间 运营者责任，要求直播间运营者建立健全商品或者服务信息发布审核、信息公示、身份核验等制度，不 得作虚假或者引人误解的商业宣传。规范直播营销人员服务机构行为，要求加强对 ...

金十数据6月10日讯，为加强直播电商监督管理，维护广大消费者和经营者合法权益，促进直播电商健 康发展，市场监管总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了《直播电商监 督管理办法（征求意见稿）》，今日正式向社会公开征求意见。 （市场监管总局） 相关链接 《直播电商监督管理办法》面向社会公开征求意见 ...

市场监管总局就《直播电商监督管理办法（征求意见稿）》公开征求意见。《办法》规定了直播电商活 动的管辖适用、协同监管、监督检查、信用监管、约谈与整改等方面内容。《办法》规定，市场监督管 理、网信部门对调查核实违反市场监督管理、网信领域法律、法规、规章的直播间运营者、直播营销人 员服务机构、直播营销人员，依法要求直播电商平台经营者采取处置措施制止的，直播电商平台经营者 应当予以配合。 ...

Core Viewpoint - The rise of a new top live-streaming host, "Abey姐," on Douyin, achieving nearly 200 million yuan in sales within a month, highlights the evolving landscape of live commerce and the potential for rapid success through innovative presentation and marketing strategies [2][4][5]. Sales Performance - "Abey姐" operates two accounts on Douyin, with her main account generating over 100 million yuan in sales from 24 live streams, while her secondary account achieved sales between 50 million to 75 million yuan in the same period [4][5]. - The total sales from both accounts in one month approached 200 million yuan, showcasing the effectiveness of her live-streaming approach without relying on short video promotions or a substantial fan base [5][6]. Marketing Strategy - "Abey姐" adopts a "female CEO" persona, characterized by fast speech, sharp logic, and a tight rhythm, creating a compelling narrative that resonates with viewers [5][10]. - Her marketing tactics include emphasizing direct sourcing and low prices, creating a sense of urgency and exclusivity in her sales pitches [5][9]. Industry Trends - The success of "Abey姐" reflects a broader trend in live commerce where hosts create dramatic narratives and personas to engage audiences, often using low-priced products to enhance the appeal [10][11]. - Previous successful hosts like "澳门COCO姐" and "路遥" have employed similar strategies, but their popularity has waned as the novelty of such performances diminishes [11][14]. Regulatory Environment - The live commerce industry is facing increased scrutiny from regulators, with new guidelines expected to enforce stricter oversight on product sourcing and host accountability [15][16]. - The shift from an "unregulated" to a "regulated" environment indicates that future success in live commerce will depend more on product quality and service rather than just performance and marketing gimmicks [15][16]. Future Outlook - The sustainability of "Abey姐's" model is questioned due to its heavy reliance on content packaging without a solid foundation in supply chain management or customer service [16][17]. - The industry may see a shift towards hosts who can provide genuine product quality and customer trust, moving away from purely entertainment-driven sales [16][17].

破局之道，还在保持利剑高悬。监管部门要进一步加大执法力度，依法严惩违法违规行为，要将屡错屡 犯的商家和主播列入黑名单。据悉，市场监管总局正在牵头组织起草《直播电商监督管理办法》，近期 将向社会公开征求意见。同时还要创新监管模式，有效消除监管盲区，跨区域、跨部门信息共享和执法 联动，形成监管合力。 诚以安身立业，信以行稳致远。政府严监管、平台真负责、商家重诚信，直播经济才能真正成为促进消 费的助推器。 新华社贵阳5月9日电 题：直播间里"家人"成"韭菜"，得好好管！ 国家市场监督管理总局的统计数据直观反映了问题的严重程度。2024年，全国市场监管部门共接收直播 带货投诉举报40.2万件，同比增长19.3%。为促进行业规范健康发展，营造放心消费环境，整治直播电 商领域乱象势在必行。 行业规范发展的首要抓手在平台和主播。要夯实直播电商平台的主体责任，切实扭转"重流量轻质量"的 导向。对入驻平台的商家、主播等，应进行严格的资质审查；利用技术手段，加强对直播内容的事先、 事中审核监测，一旦违规，立即采取下架商品、暂停直播和永久封禁账号等分级处置措施；健全售后服 务体系。商家和主播也要意识到，不论线下线上，不能下单前还把 ...

为加强直播电商监管，保护广大消费者合法权益，各级市场监管部门近期查办了一批直播电商典型案 例。 4月18日，《中国经营报》记者从市场监管总局获悉，公布的案例包括北京萱妍堂生物科技有限公司、 杭州杰福文化传媒有限公司、郑州禾兰仕科技有限公司等，涉及虚假宣传、侵犯注册商标专用权等情 形。 实际上，今年3月，市场监管总局发布的全国12315投诉举报数据显示，2024年网购诉求居高不下，直播 带货诉求增长仍然明显。 对此，市场监管总局网监司司长朱剑桥表示，为规范直播电商市场秩序，促进直播电商行业规范健康发 展，市场监管总局依据《电子商务法》等法律规定，正在牵头组织起草《直播电商监督管理办法》（以 下简称"《办法》"），致力于规范直播电商行业乱象。 公布10起典型案例 近日，市场监管总局集中发布了一批直播电商领域典型案例，涉及北京、浙江、广东、新疆等十余个省 区市，处罚金额从数万元至百万元不等。 记者注意到，多起案例均显示商家通过虚构用户评价、夸大商品功效等手段误导消费者，如北京萱妍堂 生物科技有限公司购买虚假互动评论，宣称普通食品具有减肥效果；广州创梵速品科技有限公司主播在 直播中夸大化妆品、家电等商品性能，构成虚假 ...

Core Viewpoint - The live e-commerce industry in China is facing increasing scrutiny and regulation due to rampant issues such as false advertising, counterfeit products, and poor product quality, leading to the upcoming implementation of stricter regulatory measures [1][5][6]. Regulatory Developments - The State Administration for Market Regulation (SAMR) is preparing to introduce the "Live E-commerce Supervision Management Measures," which will be open for public consultation soon [5][6]. - SAMR aims to enhance regulatory enforcement in the live e-commerce sector, addressing prominent consumer complaints and establishing a collaborative enforcement mechanism across regions and departments [2][7]. Industry Issues - The live e-commerce sector is plagued by deceptive marketing practices, with some merchants exaggerating product claims or fabricating user reviews to mislead consumers [3][4]. - Notable cases include companies promoting products with false weight loss claims and misrepresenting the efficacy of their goods, leading to significant consumer deception [3][4]. Product Quality Concerns - There are serious concerns regarding product quality, with some items failing to meet national safety standards, such as heating devices that pose safety hazards [3][4]. - Instances of counterfeit goods being sold as genuine, including fake pearls and unauthorized use of registered trademarks, have been reported, further complicating the market landscape [4][6]. Enforcement Measures - SAMR is intensifying its enforcement actions against false marketing and counterfeit products, with plans to increase the frequency and rigor of product quality inspections [8]. - The agency is also focusing on establishing a comprehensive regulatory framework that clarifies the responsibilities of various stakeholders in the live e-commerce ecosystem, including platform operators and marketers [6][8]. Future Directions - The upcoming regulatory measures will aim to ensure product and service quality, maintain fair competition, and protect consumer rights in the live e-commerce sector [5][6]. - SAMR is committed to developing a robust monitoring system that leverages big data to enhance oversight and preemptively address potential risks in the live e-commerce market [8].

同时，加大直播电商领域监管执法力度。去年，总局牵头会同中央网信办等13个部门开展2024网络市场 监管促发展保安全专项行动，依法打击直播带货中的虚假宣传、违法广告、价格欺诈等违法行为，共查 处包括直播电商在内的各类涉网案件3.6万件。组织指导有关地方市场监管部门依法查办"三只羊""东北 雨姐"虚假宣传等直播电商领域重大典型案件，有效净化行业生态。今年以来，部署各地持续加强直播 电商乱象整治。 此外，强化直播电商合规管理标准引领。在加强监管执法的同时，充分发挥标准引领作用。总局先后批 准发布《电子商务直播售货质量管理规范》(GB/T41247-2023)和《直播电商服务质量的信息监测与评价 规范》(GB/44207-2024)两项国家标准，指导江苏、浙江等地制定发布《网络直播营销管理规范》《绿 色直播间运营规范》等地方标准，持续推动直播电商行业提升标准化、规范化水平。 在加快推动直播电商领域立法立规方面，推动出台《消费者权益保护法实施条例》《网络交易监督管理 办法》《网络反不正当竞争暂行规定》《市场监管总局关于加强网络直播营销活动监管的指导意见》等 法规规章规范性文件，从消费者权益保护、网络交易监管、反不正当竞 ...

首先，完善直播电商监管制度。加快出台《直播电商监督管理办法》，进一步明确平台经营者、直播间 运营者、直播营销人员、直播营销人员服务机构等主体责任。其次，强化直播带货商品溯源管理。夯实 直播电商平台主体责任，强化商家资质和商品信息审核把关，加强对问题商品的源头追溯。加大直播带 货产品质量专项抽查抽检的频次和力度，对问题商品生产销售行为进行闭环处置，强化穿透式监管。 最后，从严从重打击虚假营销等违法违规行为。组织各地市场监管部门依法查处并公布一批编造虚假信 息、夸大产品功效、违法广告、刷单炒信等违法违规行为，以点带面净化行业生态。 新京报讯(记者陈琳)4月18日，市场监管总局网监司司长朱剑桥在总局召开的直播电商监管专题新闻发 布会上表示，市场监管部门将全力整治直播电商乱象，及时回应人民群众关切。 朱剑桥表示，直播电商涉及平台经营者、直播间运营者、直播营销人员、直播营销人员服务机构等众多 主体，人、货、场分离，参与主体法律关系复杂，违法行为定性相对困难。再加上直播电商具有很强的 即时性、互动性，"流量为王"特征更加明显，一些直播电商平台落实主体责任不到位，一些商家和主播 急于追求流量变现，重营销、轻品质，重成交、轻 ...

Market Performance - On April 18, 2025, A-shares showed mixed results with the Shanghai Composite Index up 0.13% at 3,280.34 points, while the Shenzhen Component Index fell 0.16% to 9,759.05 points. The total trading volume in the Shanghai and Shenzhen markets was 999.5 billion yuan, a decrease of 112.4 billion yuan from the previous trading day [1] - Hong Kong stocks rebounded strongly, with the Hang Seng Index rising 1.61% or 338.16 points to 21,395.14 points, and a total trading volume of 192.41 billion HKD [1] - In the U.S., the Dow Jones Index fell 1.33% to 39,142.23 points, while the S&P 500 Index rose 0.13% to 5,282.70 points, and the Nasdaq Index decreased by 0.13% to 16,286.45 points [1] Financial Industry Regulations - On April 17, 2025, six departments, including the central bank, issued guidelines to promote and regulate the cross-border flow of financial data, aiming for more efficient and standardized data movement between domestic and foreign financial institutions [3] - The guidelines specify the circumstances under which data can be exported and provide a list of data items that can flow across borders, emphasizing the need for financial institutions to implement necessary data security measures [3] E-commerce Regulation - On April 17, 2025, the State Administration for Market Regulation held a meeting to address the rapid development of the live-streaming e-commerce sector, which is seen as a vital part of the platform economy [4] - The meeting highlighted the need for businesses in this sector to operate legally and ethically, as issues like counterfeit products and false marketing persist [5] - The administration plans to enhance regulatory enforcement and establish a long-term regulatory mechanism through the introduction of the "Live-streaming E-commerce Supervision Management Measures" [5] Automotive Industry Concerns - On April 17, 2025, the Ministry of Public Security's Road Traffic Safety Research Center warned about the dangers of misusing advanced driver-assistance systems, which has led to traffic accidents due to drivers misunderstanding the capabilities of these systems [6] - The article emphasized that misleading advertising regarding these systems could lead to severe penalties, including fines and potential imprisonment for responsible parties if serious accidents occur [6] Pharmaceutical Industry Developments - On April 17, 2025, Eli Lilly announced positive results from its Phase 3 trial for Orforglipron, the first oral GLP-1 receptor agonist, which showed safety and efficacy in adults with type 2 diabetes inadequately controlled by diet and exercise [6] - The company expressed confidence in its ability to launch Orforglipron globally without supply constraints if approved [6]