Core Insights - Live e-commerce has experienced explosive growth, becoming a significant driver of consumer potential, but the "traffic supremacy" mentality has led to various issues within the industry [1][2] - Platforms face challenges in managing the influx of "black-red" merchants who exploit loopholes for traffic, prompting a need for better flow allocation mechanisms [1][3] - Regulatory measures are being implemented by platforms like Douyin to address violations, with over 13 million violations addressed and 470,000 violators banned in the past year [1][2] Group 1 - The rapid expansion of live e-commerce has raised concerns about the integrity of the industry, with instances of fraud and misleading practices emerging [1][2] - Platforms are taking steps to improve governance, such as Douyin's release of community operation guidelines to clarify acceptable practices for creators and merchants [2][3] - The desire for traffic drives some merchants to take risks, highlighting the need for platforms to support quality merchants while penalizing rule-breakers [3] Group 2 - The live e-commerce sector has become a vital force for job creation and consumer engagement, with Douyin reporting 70 million e-commerce videos viewed daily by 610 million users [5] - The platform has facilitated the emergence of industrial clusters, with five interest industry belts achieving over 10 billion yuan in annual transaction volume [5] - A shift towards supporting small and medium-sized merchants is seen as essential for the sustainable growth of the live e-commerce ecosystem [5]