Core Viewpoint - The State Administration for Market Regulation (SAMR) has intensified oversight of live e-commerce, highlighting multiple cases of illegal activities such as false advertising and price fraud, with significant penalties imposed on violators [1][2][3] Group 1: Regulatory Actions - The SAMR held a press conference to announce a series of typical cases in live e-commerce, addressing issues like false advertising, price fraud, trademark infringement, and non-compliance by platforms [1] - Shanxi Lao Ge Trading Co., Ltd. was fined a total of 5.6 million yuan for engaging in false advertising and price fraud through a live streaming platform, promoting over 30 products with exaggerated claims [1][2] - The Shanxi Provincial Market Supervision Bureau has established a special task force to monitor and investigate cases related to the popular live streamer "Taiyuan Lao Ge," who has over 90 million followers [2] Group 2: Monitoring and Compliance - The Shanxi Provincial Market Supervision Bureau has developed a new regulatory model for live e-commerce, including the issuance of compliance guidelines that clarify the responsibilities of various stakeholders [3] - The bureau upgraded its online transaction monitoring system to enhance its capabilities, implementing a dual-driven model of "self-inspection + third-party monitoring" to improve oversight [3] - In 2023, the market supervision system in Shanxi has handled 68 cases related to live e-commerce, effectively maintaining market order in the industry [3]

市场监管总局：坚决依法查处具有全国影响的直播电商重大案件 中新网11月28日电(记者 左雨晴) "总局将坚决依法查处具有全国影响的直播电商重大案件，确保直播电 商行业整治取得可感可及的标志性成果。"11月28日，在市场监管总局召开的直播电商监管专题新闻发 布会上，市场监管总局网监司副司长吴东美表示。 今年以来，市场监管总局坚持问题导向，聚焦社会各方反映强烈的直播虚假营销、假冒伪劣等问题，组 织开展直播电商突出问题专项整治，依法严厉查处各类违法违规行为。本次发布会上，市场监管总局集 中发布山西老葛商贸有限公司虚假宣传、价格欺诈系列案，深圳小鹅网络技术有限公司未尽资质审核、 安全保障义务案等7件直播电商典型案例。 11月28日，市场监管总局召开直播电商监管专题新闻发布会。 左雨晴 摄 "本次通报的案例，涵盖虚假宣传、价格欺诈、商标侵权、违法广告、平台不落实法定责任等多类违法 情形，涉及食品、保健品、化妆品、服装饰品等多种商品，这反映出直播电商领域违法行为类型多样， 与人民群众生活密切相关，必须有针对性地加强综合治理。"吴东美说。 她指出，直播电商监管涉及直播电商平台、直播间运营者、直播营销人员及其服务机构等多方主 ...

据介绍，市场监管总局还组织开展直播电商平台服务管理国家标准研制，发挥标准化在统一市场规则、 引领行业发展方面的有效作用，推动直播电商行业服务水平整体提升。 （文章来源：新华社） 记者28日从市场监管总局获悉，市场监管总局会同国家网信办制定《直播电商监督管理办法》，目前已 完成各项审核程序，将于近期正式出台。 市场监管总局网监司副司长吴东美介绍，这一举措旨在适应直播电商行业发展的新特点新趋势，科学界 定直播电商活动各方责任，保护消费者和经营者合法权益，构建经营主体合规、部门监管执法、行业协 同共治的全方位制度体系，为直播电商创新和健康发展保驾护航。 吴东美表示，直播电商监管涉及直播电商平台、直播间运营者、直播营销人员及其服务机构等多方主 体，人、货、场分离，交易链条长，涉及区域广，参与主体的法律关系复杂，给监管工作带来重大挑 战。市场监管部门将进一步加强系统化监管、跨区域监管、穿透式监管，着力提升直播电商行业治理能 力和水平。 ...

Core Viewpoint - The article discusses the release of typical cases in the live e-commerce sector by the State Administration for Market Regulation, highlighting various violations such as false advertising and price fraud by different companies in the industry [1] Group 1: Case Summaries - Shanxi Laoge Trading Co., Ltd. was penalized for false advertising and price fraud, resulting in a total fine of 5.6 million yuan for misleading consumers through exaggerated claims and unproven comparisons during live broadcasts [2] - Shenzhen Xiao'e Network Technology Co., Ltd. faced penalties for failing to conduct proper qualification reviews and safety guarantees, leading to false advertising on its platform, resulting in a fine of 360,000 yuan [3] - Dongying Rongcan Trading Co., Ltd. was fined 100,000 yuan for illegal advertising related to a health product, where misleading claims were made during a live broadcast [4] - A group of individuals involved in West Chong Media Co., Ltd. was penalized for artificially inflating follower counts for e-commerce operators, leading to a fine of 270,000 yuan [5] - Ningbo Hanyang E-commerce Co., Ltd. was fined 1.023 million yuan for trademark infringement and product quality violations, selling counterfeit shoes without proper labeling [6] - A live streamer named Cheng was penalized for facilitating the sale of counterfeit watches, resulting in a fine of 100,500 yuan for promoting infringing products [7] - Shanghai Lunen Food Store was fined 200,000 yuan for false advertising targeting elderly consumers, promoting health products with unsubstantiated claims about disease prevention and treatment [8]

Core Viewpoint - The recent activities of the company "Three Sheep" suggest a potential return of the popular streamer "Xiao Yang Ge" to the public eye, following a year-long hiatus, as indicated by the launch of live streaming by other hosts under the same brand and promotional content featuring Xiao Yang Ge [1][4][6]. Group 1: Recent Developments - Three Sheep's hosts began live streaming on Douyin, attracting significant attention with over 100,000 viewers during the initial broadcast [3]. - The official WeChat account of Three Sheep released a charity post featuring Xiao Yang Ge, interpreted as a signal of his possible return [4]. - The live streaming event on September 15 showcased low-cost products, indicating a cautious approach to re-entering the market [6]. Group 2: Market Response - The sales figures from the recent live stream were significantly lower than Xiao Yang Ge's previous performances, with sales ranging from 250,000 to 500,000 yuan for the top host [7]. - Despite the lower sales, the structured approach to the live stream indicates a serious intent to re-establish the brand [7]. Group 3: Strategic Expansion - During the hiatus, Three Sheep has been actively exploring various avenues, including international expansion and the establishment of a self-owned platform [8][10]. - The company launched the "Xiao Yang Zhen Xuan" app, aiming to replicate its influence, although initial sales figures have been disappointing compared to Douyin [12]. - The "Ten Thousand Sheep Plan" aims to cultivate a large number of new hosts and brands, indicating a long-term growth strategy [13]. Group 4: Industry Challenges - The regulatory environment for live streaming has tightened, with new guidelines being introduced to manage the industry more effectively [17][21]. - The shift in platform strategies towards smaller hosts and away from super influencers suggests a changing landscape that may impact the return of Xiao Yang Ge [17][21]. - The public sentiment towards the brand remains mixed, with some fans expressing eagerness for a return while others remain skeptical due to past controversies [25][26].

Core Insights - In the first half of the year, China's online retail sales reached 74,295 billion yuan, marking an 8.5% year-on-year growth, with live e-commerce playing a significant role [1] - The State Administration for Market Regulation (SAMR) identified two prominent issues in the live e-commerce sector: false marketing and counterfeit goods [1] - SAMR plans to implement strict measures to address these issues, aiming to create a better online trading and consumer environment [1] Regulatory Measures - Live e-commerce platforms are required to fulfill compliance management responsibilities, enhancing internal compliance systems and capabilities [2] - A rigorous crackdown on illegal activities will be maintained, with a focus on a comprehensive regulatory system that integrates online and offline monitoring [2] - Strengthening inter-departmental collaboration and regional coordination is essential for effective governance in the live e-commerce industry [2]

Core Viewpoint - The live e-commerce industry is set to undergo significant regulatory changes with the upcoming release of the "Live E-commerce Supervision Management Measures," which aims to establish a comprehensive responsibility system for all participants in the industry [1][4]. Group 1: Industry Overview - The live e-commerce sector has experienced rapid growth, with a projected total merchandise transaction volume exceeding 4.5 trillion yuan in 2024, accounting for nearly one-third of online retail sales [4]. - Complaints related to live e-commerce have surged, with the 12315 platform receiving 402,000 reports, marking a 19.3% year-on-year increase [4]. Group 2: Regulatory Framework - The new regulations will clarify the legal responsibilities and obligations of various stakeholders, including platforms, merchants, hosts, and MCN institutions, addressing the previously ambiguous legal relationships in the industry [4][5]. - The measures aim to enhance systematic and proactive governance, moving away from fragmented post-event regulation to a more comprehensive regulatory framework [4]. Group 3: Compliance and Enforcement - The regulations will impose strict penalties for false marketing and the sale of counterfeit goods, with a focus on holding both hosts and suppliers accountable for product quality [5]. - Platforms are expected to play a crucial role in enforcing compliance, including identity verification and qualification audits, as well as sharing blacklists of serious violators across platforms [5].

Core Insights - The online retail sales in China are projected to reach 74,295 billion yuan in the first half of 2025, marking an 8.5% year-on-year growth, with live e-commerce playing a significant role [1] - The State Administration for Market Regulation (SAMR) is set to intensify efforts to address issues of false marketing and counterfeit products in the live e-commerce sector [1][4] Summary by Sections Live E-commerce Issues - The live e-commerce sector is facing prominent issues of false marketing and counterfeit products, as highlighted by Liu Junwei from SAMR [2][3] - Operators and hosts in live streaming often misrepresent product details, leading to consumer deception [2][3] Regulatory Actions - SAMR has initiated investigations into several cases of false marketing, including a notable case involving Yunnan Shi He Tea Co., which was fined 200,000 yuan for misleading claims about its products [3] - Local regulatory bodies, such as those in Shanghai and Fujian, are implementing comprehensive monitoring and enforcement mechanisms to tackle these issues [4][5] Legislative Developments - The SAMR, in collaboration with the National Internet Information Office, is drafting the "Live E-commerce Supervision Management Measures," which is currently in the legal review process and will soon be officially released [1][6][7] - This new regulation aims to clarify the legal responsibilities of various stakeholders in the live e-commerce ecosystem and enhance the supervisory framework [7]

Core Viewpoint - The regulatory authority is intensifying efforts to address issues of false marketing and counterfeit products in the live e-commerce sector, implementing a comprehensive regulatory framework that includes increased frequency and intensity of product quality and food safety inspections [1][2]. Group 1: Regulatory Actions - The State Administration for Market Regulation (SAMR) plans to strengthen the oversight of live e-commerce, focusing on the prominent issues of false marketing and counterfeit goods [2]. - There will be an increase in the frequency and intensity of special inspections related to product quality and food safety in the live e-commerce sector [2]. - A comprehensive regulatory system will be established, involving online detection and offline investigation, as well as online management of offline issues [2][3]. Group 2: Compliance and Accountability - Live e-commerce platforms will be scrutinized for failing to perform due diligence in verifying the qualifications of operators and for not taking action against violations of consumer rights [3]. - The regulatory authority will collaborate with multiple departments to enhance information sharing, risk assessment, and regulatory coordination to tackle challenges in cross-industry and cross-regional oversight [3]. - Local regulatory responsibilities will be reinforced, with a focus on serious cases being escalated for higher-level oversight and coordination [3].

Core Viewpoint - The upcoming "Live E-commerce Supervision Management Measures" aims to address issues such as false marketing and counterfeit products in the live e-commerce sector, protecting consumer and operator rights while promoting healthy industry development [1] Group 1: Industry Issues - Over the past five years, the annual transaction volume of live e-commerce has surged from less than 1 trillion to nearly 5 trillion yuan, leading to significant industry issues [2] - In 2024, complaints and reports related to live e-commerce reached 402,000, a year-on-year increase of 19.3%, highlighting the problems accumulated during rapid industry expansion [2] - False marketing is a prominent issue, with examples including misleading claims about product effectiveness and deceptive sales practices, such as selling fake pearls [2][3] Group 2: Regulatory Framework - The "Measures" will clarify the legal boundaries for platforms, hosts, and agencies, shifting the focus from "traffic-oriented" to "responsibility-oriented" governance [1][4] - The framework consists of seven chapters and fifty-seven articles, detailing the responsibilities of various stakeholders in the live e-commerce ecosystem [4][5] - The measures will enforce stricter responsibilities on platforms, including verification of qualifications, information reporting, and consumer protection [5] Group 3: Enforcement Actions - In 2024, the market regulatory authority, in collaboration with 13 departments, will conduct a special action to combat false advertising and price fraud in live e-commerce, resulting in the investigation of 36,000 internet-related cases [6]