直播带货行业将迎来大变动。 为了加强直播电商监督管理，保护消费者和经营者的合法权益，促进直播电商健康发展，国家市场监督 管理总局、国家互联网信息办公室发布的《直播电商监督管理办法》（下称"《办法》"）将在2月1日开 始施行。 过去几年，直播行业经历了野蛮生长，也出现了乱象。随着《办法》的施行和从业者的积极参与，行业 将进入合规发展的新阶段。 新规也改变了主播的工作。 海豚惊喜社平平对第一财经记者透露，《办法》推出之后直播间选品变得更严了，从选品到售后，每个 环节都会卡审核关。例如播前一级审商家资质，模糊的许可证、过期的检测报告直接不通过。二级审核 手卡和选品，尤其是婴幼儿食品、保健食品这些高风险品类。此外，直播时必须配跟播人员，主播口播 错了立马纠正。直播结束后还要复盘，直播回放至少保存3年，想查随时能调。 抬高行业"专业低线" 即将施行的《办法》，对直播生态链中的各个角色进行了更清晰的责任划分，强调"责任共担"。 对此，谦寻高级副总裁古默对第一财经记者表示，"责任共担"通俗意义解释就是把消费者的投诉当回 事。他认为"责任共担"对行业来说是好事，让各方都不敢缺位。谦寻此前也一直在尝试这个方向的探 索。一方面， ...

Core Viewpoint - The company is undergoing significant changes following the departure of its founder, Xin Ba, with salary cuts and restructuring being implemented as it transitions to a more market-oriented model in the live-streaming e-commerce industry [1][5][6]. Group 1: Company Changes - Xin Ba announced his exit from company management in August 2023, transferring control to his wife, Chu Ruixue, who is now the chairman of Xin Xuan Group [2][3]. - Following Xin Ba's departure, there have been reports of salary reductions for employees earning over 10,000 yuan, with cuts ranging from 3% to 20% [1][3]. - The company has initiated a restructuring process, moving from a signing system for streamers to a partnership model, and diversifying resources away from top-tier streamers [3][5]. Group 2: Industry Context - The live-streaming e-commerce sector is entering a phase of compliance, with a shift from a focus on individual influencers to a more regulated and diversified approach [5][7]. - The industry is experiencing a decline in growth, with major influencers like Xin Ba reducing their activity and signaling a potential exit from the market [5][6]. - The rise of mid-tier streamers and a decentralized flow of traffic are changing the competitive landscape, necessitating adjustments in resource allocation and management within companies like Xin Xuan [7]. Group 3: Performance Metrics - Xin Ba and his team achieved a GMV of 50 billion yuan in 2022, with similar performance expected in 2023, indicating a strong market presence prior to the recent changes [5][6]. - The first independent live stream by a former top streamer, Dan Dan, after leaving Xin Xuan, reportedly generated significant sales, showcasing the potential for success outside the original company structure [4].

Core Viewpoint - The live e-commerce industry is set to face stringent regulations as a new management guideline has been introduced, clearly defining the responsibilities of platforms, live rooms, hosts, and marketing personnel, marking a significant shift towards compliance in the sector [1][5]. Group 1: Regulatory Changes - A comprehensive management guideline consisting of 57 articles has been released, which systematically clarifies the responsibilities of various stakeholders in the live e-commerce ecosystem [1]. - The new regulations aim to address long-standing issues such as false advertising, product mismatches, and inadequate after-sales service, which have persisted due to weak regulatory oversight and unclear responsibilities among platforms, hosts, and merchants [3][5]. Group 2: Industry Challenges - The live e-commerce sector has been plagued by frequent "failures" or scandals, leading to consumer dissatisfaction and a growing demand for accountability [2][3]. - The competitive landscape has seen problematic hosts repeatedly return to platforms after facing penalties, highlighting the need for more robust regulatory measures to ensure compliance and protect consumers [3][4]. Group 3: Stakeholder Responsibilities - The new regulations impose stricter responsibilities on platforms, including qualification verification, content review, risk identification, and violation handling, thereby enhancing their role in the live e-commerce ecosystem [5]. - Hosts are now required to provide truthful, accurate, and comprehensive information about products or services, which is a significant shift towards greater accountability [5][7]. Group 4: Technological Adaptation - The guidelines also address the use of new technologies, such as AI, mandating clear identification of AI-generated content to prevent consumer deception and safeguard their rights [5]. Group 5: Market Dynamics - The live e-commerce industry is characterized by three key elements: low prices, high traffic, and marketing risks, all of which will now be scrutinized under stricter regulations [6][7]. - Merchants will face not only the challenges of compliance adjustments but also a critical transformation that could impact their survival in the market [7].