记者今天了解到，市场监管总局和国家网信办联合发布《直播电商监督管理办法》（以下简称《办 法》），加强直播电商监督管理，保护消费者和经营者合法权益，促进直播电商健康发展。 从方便案件查办的角度出发，《办法》明确从事直播电商活动有关主体违法行为的管辖原则。 从优化监管方式的角度出发，《办法》明确对有关违法失信主体实施信用惩戒，细化市场监管、网信部 门对有关负责人开展行政约谈的具体情形。 在压实直播营销人员服务机构责任方面。《办法》规定直播营销人员服务机构应当建立健全内部管理制 度，规范直播营销人员的招募、培训、使用、管理等工作，在与直播间运营者的商业合作以及直播选品 中履行必要的核验义务。 在完善监管机制方面。 从协同监管的角度出发，《办法》规定市场监管、网信部门应当加强协作，建立健全两部门线索移交、 信息共享、会商研判等工作机制。 《办法》聚焦直播电商平台经营者、直播间运营者、直播营销人员、直播营销人员服务机构四类主体， 压实责任义务，划定行为红线，完善监管机制。 在压实直播电商平台经营者责任方面。《办法》结合直播电商活动的具体场景，从事前、事中、事后三 个维度，系统规定了平台在身份信息核验登记、信息报送、直播 ...

新华社北京1月7日电（记者赵文君）记者7日从市场监管总局获悉，市场监管总局和国家网信办近日联 合发布《直播电商监督管理办法》。 办法规定，直播营销人员服务机构应当建立健全内部管理制度，规范直播营销人员的招募、培训、使 用、管理等，在与直播间运营者的商业合作以及直播选品中履行必要的核验义务。 办法提出，市场监管、网信部门建立健全两部门线索移交、信息共享、会商研判等工作机制，同时明确 有关主体违法行为的管辖原则，对有关违法失信主体实施信用惩戒。 【纠错】 【责任编辑:胡蓉】 办法系统规定了直播电商平台经营者的责任义务，包括身份信息核验登记、信息报送、直播营销人员培 训、直播间运营者分级分类管理、平台内违法行为处置、风险识别及处置、交易信息保存、消费者权益 保护等方面。 办法明确划定了行为红线，直播间运营者、直播营销人员不得进行虚假宣传、不得进行商业诋毁、不得 销售或者提供违法商品或者服务等。同时，明确了直播间运营者的义务，包括信息公示、核验实际经营 者信息和直播营销人员身份信息、实时管理直播间互动内容、事前合规审核、实施明码标价等方面。 办法聚焦直播电商平台经营者、直播间运营者、直播营销人员、直播营销人员服务机构 ...

在压实直播间运营者、直播营销人员责任方面。《办法》明确了直播间运营者在信息公示、核验实际经 营者信息和直播营销人员身份信息、实时管理直播间互动内容、事前合规审核、实施明码标价等方面的 义务，划定了直播间运营者、直播营销人员不得进行虚假宣传、不得进行商业诋毁、不得销售或者提供 违法商品或者服务等行为红线。 在压实直播营销人员服务机构责任方面。《办法》规定直播营销人员服务机构应当建立健全内部管理制 度，规范直播营销人员的招募、培训、使用、管理等工作，在与直播间运营者的商业合作以及直播选品 中履行必要的核验义务。 记者今天了解到，市场监管总局和国家网信办联合发布《直播电商监督管理办法》（以下简称《办 法》），加强直播电商监督管理，保护消费者和经营者合法权益，促进直播电商健康发展。 在完善监管机制方面。 《办法》聚焦直播电商平台经营者、直播间运营者、直播营销人员、直播营销人员服务机构四类主体， 压实责任义务，划定行为红线，完善监管机制。 在压实直播电商平台经营者责任方面。《办法》结合直播电商活动的具体场景，从事前、事中、事后三 个维度，系统规定了平台在身份信息核验登记、信息报送、直播营销人员培训、直播间运营者分级分类 ...

Macro Highlights - The Ministry of Finance, State-owned Assets Supervision and Administration Commission, Financial Regulatory Administration, and China Securities Regulatory Commission issued a notice emphasizing strict adherence to accounting standards for the preparation of 2025 annual reports, focusing on areas such as long-term equity investments, fixed assets, intangible assets, and revenue recognition [1] Industry News - In November 2025, Chinese brand passenger cars sold 2.169 million units, a month-on-month increase of 1% and a year-on-year increase of 5.8%, accounting for 71.4% of total passenger car sales, with a market share increase of 3.1 percentage points compared to the same period last year [3] - From January to November 2025, sales of Chinese brand passenger cars reached 18.978 million units, a year-on-year increase of 19.4%, representing 69.6% of total passenger car sales, with a market share increase of 4.6 percentage points compared to the same period last year [3] Company News - Kefa Electric announced that three shareholders plan to collectively reduce their holdings by 0.6999% [5] - Tongxingbao's subsidiary signed an operating contract worth 43.166 million yuan [5] - Kangchen Pharmaceutical's KC1086 project received FDA approval to commence clinical trials [5] - Yuantong Biological's methylene blue injection received drug registration approval from the US FDA [6] - Heng Rui Pharmaceutical's SHR-A1904 injection was included in the list of breakthrough therapy products [6] - Yu Huan CNC's wholly-owned subsidiary received a government subsidy of 3.565 million yuan [6] - Kangtai Biological's pentavalent vaccine has entered phase III clinical trials with the first subject enrolled [6] - Duofuduo expects its battery segment capacity to reach 50 GWh by the end of next year, planning to ship around 30 GWh [6]

人民财讯12月24日电，市场监管总局等部门印发《网售工业产品质量安全专项治理行动方案(2025— 2027年)》，其中指出，建立健全法规制度体系。制定出台《网络销售产品质量监督抽查实施办法》， 细化网售产品的抽查方式，明确抽样程序和样品确认等要求。制定出台《直播电商监督管理办法》，明 确直播电商平台、直播间运营者、直播营销人员服务机构和直播营销人员等主体的行为规范和法律责 任，严格规范直播电商经营行为。 ...

Core Insights - The rapid growth of the digital economy has made live-streaming e-commerce a significant shopping channel for consumers, but it also raises concerns about irregular practices and misleading marketing [2] - The National Market Supervision Administration has intensified regulation of live-streaming e-commerce to address issues such as false marketing and price irregularities, aiming to create a fair and orderly market environment [2][3] Regulatory Measures - The regulatory body will implement a tiered and graded supervision approach, clarifying platform responsibilities and enhancing enforcement against significant cases with national impact [3] - There will be a focus on cross-regional command and coordination to tackle major cases in live-streaming e-commerce, establishing an integrated regulatory mechanism for online and offline monitoring [4] - A penetrating regulatory approach will be adopted to address the complex legal relationships among participants in live-streaming e-commerce, enabling comprehensive monitoring and analysis of related illegal activities [4] Local Initiatives - Local market supervision departments are exploring tailored regulatory and service paths, such as Shanxi's compliance guidelines and Shandong's targeted monitoring of advertising and product quality [4] Institutional Innovations - The National Market Supervision Administration is set to release a new regulatory framework for live-streaming e-commerce, defining responsibilities and establishing a comprehensive system for compliance and oversight [5] - The administration emphasizes the dual focus on strict enforcement and proactive service to support platforms and businesses in risk prevention and compliance [5]

Core Insights - The report highlights a slowdown in global merchandise trade growth as indicated by the World Trade Organization [4] - The U.S. online consumption during Black Friday reached a record high of $11.8 billion [4] - The European Central Bank President Lagarde stated that interest rates are at a reasonable level [4] - OPEC+ has agreed to maintain the overall oil production of the group unchanged until 2026 [4] - The proportion of single-person households in South Korea has surpassed 36% for the first time [4] - China's National Bureau of Statistics reported that the manufacturing PMI for November was 49.2%, while the non-manufacturing business activity index was 49.5% [4] - The total social logistics volume in China for the first ten months reached 293.7 trillion yuan, reflecting a year-on-year increase of 5.1% [4] - The top 100 enterprises in China acquired land worth 847.8 billion yuan from January to November, marking a year-on-year growth of 14.1% [4] - New regulations for live-streaming e-commerce are expected to be introduced [4] - The AI industry in Beijing is projected to exceed 450 billion yuan this year [4] Economic Data - The Baltic Dry Index closed at 2560.00, up 3.23% [5] - The Nasdaq Index closed at 23365.69, up 0.65% [5] - The CME Bitcoin futures price was 91500.00, up 1.27% [5] - The Dow Jones Industrial Average closed at 47716.42, up 0.61% [5] - The ICE Brent Crude Oil price was 63.19, down 0.24% [5] - The London Gold price closed at 4218.55, up 1.48% [5] - The U.S. Dollar Index was at 99.44, down 0.11% [5] - The Hang Seng Index closed at 25858.89, down 0.34% [5] - The Shanghai Composite Index closed at 3888.60, up 0.34% [5] - The Shenzhen Composite Index closed at 2453.81, up 0.96% [5]

Core Viewpoint - The rapid development of the digital economy has made live e-commerce a significant driver of consumption and economic growth, but it also faces issues such as false advertising, after-sales difficulties, and data fraud. The new regulatory framework aims to establish a comprehensive system for managing responsibilities among all parties involved in live e-commerce [1][2]. Group 1: Regulatory Framework - The State Administration for Market Regulation (SAMR) and the National Internet Information Office have developed the "Live E-commerce Supervision Management Measures," which will soon be officially released [1]. - The new regulations aim to define the responsibilities of all parties involved in live e-commerce, moving the industry towards a more standardized and legally compliant phase of "high-quality development" [1][2]. Group 2: Industry Characteristics and Challenges - Live e-commerce features a distinct separation of "people, goods, and scenes," complicating the resolution of disputes as consumers often struggle to identify responsible parties [2]. - The SAMR plans to enhance the regulatory framework by establishing an integrated supervision mechanism that includes both online detection and offline investigation [2][3]. Group 3: Regulatory Innovations - The SAMR will implement a "layered and graded supervision" approach and a "penetrating supervision" system to improve governance capabilities in the live e-commerce sector [3]. - The focus of competition in live e-commerce is expected to shift from mere traffic and lowest prices to supply chain capabilities, service quality, and brand reputation as the regulatory framework matures [3].

Group 1 - The central bank held a meeting to coordinate efforts against virtual currency trading speculation [1] - The central bank and the Ministry of Science and Technology jointly convened the first meeting of the Financial Technology Coordination Mechanism [1] - The China Securities Regulatory Commission (CSRC) is targeting financial fraud, holding both issuers and intermediary institutions accountable [1] Group 2 - The Ministry of Industry and Information Technology (MIIT) is addressing the "involution" competition in the power and energy storage battery industry through legal and regulatory measures [1] - In November, China's manufacturing PMI rose to 49.2, indicating a slight improvement in manufacturing activity [1] - The National Space Administration established a Commercial Space Office to promote high-quality development in the commercial space sector [1] Group 3 - New regulations for live-streaming e-commerce are expected to be introduced [1] - Withdrawals exceeding 50,000 will no longer require registration [1] - Major oil-producing countries announced plans to maintain a production freeze for the first three months of next year [1]

吴东美介绍，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。前期，市场监 管总局已集中发布了三批23件直播电商典型案例，今天继续发布第四批7件典型案例，目的就是持续释 放严打违法、保护合法的鲜明信号，充分发挥以查促改、以案促治的震慑作用，维护公平、有序、诚信 的直播电商市场环境。 对于下一步市场监管部门在创新直播电商领域监管机制方面的部署，吴东美称，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。 一是强化分层分级层级对应监管。二是强化跨区域指挥调度。三是强化穿透式监管。针对直播电商 行业人、货、场分离的特点，总局将继续加强对跨区域重大案件的指挥调度，强化信息共享和协同配 合，建立健全"线上发现、线下追查，线下发现、线上管控"的直播电商一体化监管机制，推动全链条打 击，实现源头治理。市场 ...