Core Viewpoint - The State Administration for Market Regulation has released a draft for the "Live E-commerce Supervision Management Measures," aiming to enhance supervision and promote healthy development in the live e-commerce sector, which has rapidly emerged as a new model to stimulate consumer demand and expand consumption [1] Group 1: Industry Development - Live e-commerce has become a new type of transaction model that integrates "live streaming" and "selling," driven by data and supported by platforms, effectively stimulating consumer purchasing desire [1] - The live e-commerce retail sales are projected to reach 4.3 trillion yuan in the first 11 months of 2024, contributing 80% of the incremental growth in the e-commerce sector [1] Group 2: Regulatory Challenges - Despite rapid growth, the live e-commerce industry faces foundational issues, including a lack of regulatory standards and persistent disorderly competition, which hampers healthy development [2] - Current regulatory systems and technologies are lagging behind industry needs, lacking a comprehensive cross-departmental and cross-regional regulatory model [2] Group 3: Regulatory Mechanisms - There is a need to establish management standards and regulations for the live e-commerce industry, including governance standards for platforms and clear management responsibilities [3] - A credit regulatory system should be developed to collect and manage credit information of live e-commerce entities, with a focus on addressing false advertising and unfair competition [3] Group 4: Consumer Protection - Responsibilities of live platforms, e-commerce operators, and streamers must be clearly defined to enhance consumer rights protection and reduce the time and cost of consumer claims [4] - Improving service standards for live e-commerce and ensuring timely responses to consumer demands are essential for enhancing the online shopping experience [4]