新华社北京6月10日电（记者赵文君）市场监管总局10日发布《直播电商监督管理办法（征求意见 稿）》，向社会公开征求意见。 据介绍，征求意见稿由市场监管总局会同国家网信办研究起草，旨在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。 征求意见稿强调了不履行法定义务应当承担的法律责任，细化了不履行法定义务的相关具体情形，通过 适用电子商务法、反不正当竞争法等相关法律法规规章或者新设处罚条款，明确了处罚依据，增加了可 操作性和针对性。 下一步，市场监管总局将根据社会公开征求意见反馈情况完善相关内容，尽快出台实施直播电商监督管 理办法，进一步健全直播电商常态化监管制度，推动直播电商健康发展。（完） 征求意见稿细化了直播电商平台经营者的责任和义务，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。 征求意见稿明确了直播 ...

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》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。 ...

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》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，要求加强对直播营销人员的管理，建立 健全直播营销人员培训、直播选品、直播纠错等制度。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。 ...

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 ...

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].

【隔夜行情】 •周四（2025年4月18日），A股三大股指涨跌互现，截至收盘，上证综指涨0.13%，报3280.34点；科创 50指数涨0.23%，报1016.81点；深证成指跌0.16%，报9759.05点；创业板指涨0.09%，报1908.78点。沪 深两市成交总额9995亿元，较前一交易日的11119亿元减少1124亿元。 •周四（2025年4月18日），港股三大指数强势反弹，恒科指一度涨超2%。截止收盘，恒生指数涨1.61% 或338.16点，报21395.14点，全日成交额1924.11亿港元；恒生国企指数涨1.52%，报7897.44点；恒生科 技指数涨1.9%，报4887.37点。 【重要新闻】 【六部门印发《促进和规范金融业数据跨境流动合规指南》 进一步明确数据出境的具体情形以及可跨 境流动的数据项清单】4月17日，央行等六部门联合印发《促进和规范金融业数据跨境流动合规指 南》，旨在促进中外资金融机构金融业数据跨境流动更加高效、规范，进一步明确数据出境的具体情形 以及可跨境流动的数据项清单，便利数据跨境流动。《指南》要求金融机构采取必要的数据安全保护管 理和技术措施切实保障数据安全。下一步，中 ...