2026.02. 01 本文字数：2229，阅读时长大约4分钟 作者 | 第一财经 陆涵之 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。 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，通过法务部完善合同，明确双方义务；另一方面，公司推出了"先行赔付"和"直播 间兜底"政策，即使商家失联，也会保障消费者的权益。 古默表示，就算商家出了问题，机构也能不甩锅。他回忆，2023年有个做婚礼旅拍的商家倒闭跑 路，消费者无法兑现购买的权益，公司直播间做了兜底赔付，累计赔了4 ...

Group 1 - The core viewpoint is that Hangzhou is becoming a hub for live streaming and e-commerce, with significant growth in the number of platforms, streamers, and related businesses, leading to over 1 million jobs created [1] - Hangzhou has 32 major live streaming platforms and nearly 50,000 streamers, with over 10,000 registered live streaming-related companies, ranking first in the country [1] - To promote the standardization and professionalization of the live streaming industry, Hangzhou has introduced the first municipal-level compliance guidelines for the live e-commerce industry, outlining five types of entities and eight key legal risk prevention points [1] Group 2 - The Xihu District of Hangzhou is leading in live e-commerce innovation, establishing a "digital governance platform" and a multi-departmental joint meeting mechanism to enhance industry self-regulation [2] - Specific compliance requirements have been developed, including the "Green Live Room Management Standards" and "Star Rating Method for Green Live Rooms," which aim to protect businesses and improve the industry's image [2] - The industry emphasizes that compliance is the foundation for healthy and sustainable development, and innovation should occur within a compliant framework to gain societal recognition and achieve high-quality growth [2]