Core Viewpoint - The recent activities of the company "Three Sheep" suggest a potential return of the popular streamer "Xiao Yang Ge" to the public eye, following a year-long hiatus, as indicated by the launch of live streaming by other hosts under the same brand and promotional content featuring Xiao Yang Ge [1][4][6]. Group 1: Recent Developments - Three Sheep's hosts began live streaming on Douyin, attracting significant attention with over 100,000 viewers during the initial broadcast [3]. - The official WeChat account of Three Sheep released a charity post featuring Xiao Yang Ge, interpreted as a signal of his possible return [4]. - The live streaming event on September 15 showcased low-cost products, indicating a cautious approach to re-entering the market [6]. Group 2: Market Response - The sales figures from the recent live stream were significantly lower than Xiao Yang Ge's previous performances, with sales ranging from 250,000 to 500,000 yuan for the top host [7]. - Despite the lower sales, the structured approach to the live stream indicates a serious intent to re-establish the brand [7]. Group 3: Strategic Expansion - During the hiatus, Three Sheep has been actively exploring various avenues, including international expansion and the establishment of a self-owned platform [8][10]. - The company launched the "Xiao Yang Zhen Xuan" app, aiming to replicate its influence, although initial sales figures have been disappointing compared to Douyin [12]. - The "Ten Thousand Sheep Plan" aims to cultivate a large number of new hosts and brands, indicating a long-term growth strategy [13]. Group 4: Industry Challenges - The regulatory environment for live streaming has tightened, with new guidelines being introduced to manage the industry more effectively [17][21]. - The shift in platform strategies towards smaller hosts and away from super influencers suggests a changing landscape that may impact the return of Xiao Yang Ge [17][21]. - The public sentiment towards the brand remains mixed, with some fans expressing eagerness for a return while others remain skeptical due to past controversies [25][26].

Core Insights - In the first half of the year, China's online retail sales reached 74,295 billion yuan, marking an 8.5% year-on-year growth, with live e-commerce playing a significant role [1] - The State Administration for Market Regulation (SAMR) identified two prominent issues in the live e-commerce sector: false marketing and counterfeit goods [1] - SAMR plans to implement strict measures to address these issues, aiming to create a better online trading and consumer environment [1] Regulatory Measures - Live e-commerce platforms are required to fulfill compliance management responsibilities, enhancing internal compliance systems and capabilities [2] - A rigorous crackdown on illegal activities will be maintained, with a focus on a comprehensive regulatory system that integrates online and offline monitoring [2] - Strengthening inter-departmental collaboration and regional coordination is essential for effective governance in the live e-commerce industry [2]

Core Viewpoint - The live e-commerce industry is set to undergo significant regulatory changes with the upcoming release of the "Live E-commerce Supervision Management Measures," which aims to establish a comprehensive responsibility system for all participants in the industry [1][4]. Group 1: Industry Overview - The live e-commerce sector has experienced rapid growth, with a projected total merchandise transaction volume exceeding 4.5 trillion yuan in 2024, accounting for nearly one-third of online retail sales [4]. - Complaints related to live e-commerce have surged, with the 12315 platform receiving 402,000 reports, marking a 19.3% year-on-year increase [4]. Group 2: Regulatory Framework - The new regulations will clarify the legal responsibilities and obligations of various stakeholders, including platforms, merchants, hosts, and MCN institutions, addressing the previously ambiguous legal relationships in the industry [4][5]. - The measures aim to enhance systematic and proactive governance, moving away from fragmented post-event regulation to a more comprehensive regulatory framework [4]. Group 3: Compliance and Enforcement - The regulations will impose strict penalties for false marketing and the sale of counterfeit goods, with a focus on holding both hosts and suppliers accountable for product quality [5]. - Platforms are expected to play a crucial role in enforcing compliance, including identity verification and qualification audits, as well as sharing blacklists of serious violators across platforms [5].

近日，《中国经营报》记者从国家市场监督管理总局获悉，2025年上半年，全国网上零售额74295亿 元，同比增长8.5%，直播电商在其中发挥了重要作用。但该领域当前存在虚假营销和假冒伪劣两类突 出问题。 市场监管总局公布了一批近期查办的直播电商领域典型案例，均涉及上述违法类型。例如，云南省昆明 市市场监管局查处云南时和茶业有限公司虚假宣传案。经查，云南时和茶业有限公司（以下简称"当事 人"）在直播中宣称其茶叶产品"乾隆01号"为"茶贡品乾隆帝私享古茶园"，其茶叶产品"阳春三月典藏普 洱"为"首届普洱茶国际研讨会纪念""典藏"等内容。主播在介绍"阳春三月典藏普洱"时，展示其与"云南 省首届普洱茶国际研讨会组委会"相关的内容。 当事人在缺乏事实依据的情况下，采取虚假和引人误解的宣传表述，对商品的质量、性能、功效进行商 业宣传，欺骗、误导消费者。 今年5月，云南省昆明市市场监管局依据《中华人民共和国反不正当竞争法》第二十条第一款的规定， 并综合裁量案件情节，依法作出责令当事人停止违法行为，并处罚款20万元的行政处罚。 刘军卫表示，近日，市场监管总局依法对成都快购科技有限公司立案调查，以及发布近期各地市场监管 部门查办 ...

同时，保持严厉打击违法违规行为的高压态势。健全"线上发现、线下追查、线下发现、线上管控"的直 播电商一体化监管体制，对于直播间运营者、主播、平台内商家等主体违法违规行为，坚决予以打击。 对于直播电商平台，对其未依法履行资质审核义务、未依法对平台内经营者侵害消费者合法权益行为采 取措施、禁限售商品管控不力等行为进行重点核查，证据确凿、造成严重后果的，将依法坚决立案查 处。 在强化部门协同和区域联动方面，将会同多部门，强化信息互通、风险会商、监管联动，在人、物、 网、号等监管上形成组合拳，合力推进直播电商行业治理。 记者从9月23日市场监管总局召开的直播电商监管专题新闻发布会上了解到，下一步，虚假营销、假冒 伪劣等直播电商乱象将受到强力整治，直播电商领域产品质量和食品安全专项抽查抽检将加大频次和力 度，并实施"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。 市场监管总局网监司副司长刘军卫表示，今年上半年，全国网上零售额74295亿元，同比增长8.5%，直 播电商在其中发挥了重要作用。但从监管中掌握的实际情况和总局发布的几批案例分析，直播电商领域 当前存在虚假营销和假冒伪劣两类突出问题。其中，一些直 ...

直播电商监督管理办法即将出台，剑指指直播电商中存在的虚假营销、假冒伪劣等乱象，维护广大消费 者和经营者合法权益，促进直播电商健康发展。 9月23日，市场监管总局召开直播电商监管专题新闻发布会。市场监管总局网监司副司长刘军卫表示， 市场监管总局会同国家网信办起草了《直播电商监督管理办法》(下称《办法》)。该《办法》今年6月 至7月向社会公开征求意见，目前已进入法制审查程序，近期将正式发布出台。 《办法》首次明确平台、主播、机构等主体的法律边界，通过差异化责任划分(如平台审核义务、主播 行为规范、机构选品责任)，将"流量导向"转向"责任导向"，为行业建立可持续的治理框架。 过去五年，直播电商年交易额从不到万亿升至近5万亿元。流量红利催生财富神话的同时，也滋长了乱 象。虚假营销、假冒伪劣等乱象逐渐显现，社会反映强烈。 数据显示，2024年直播带货投诉举报量达40.2万件，同比增长19.3%。这一数据背后，反映的是行业快 速扩张中积累的诸多问题。如，北京某公司用数十个"水军号"刷出"瘦了20斤"的假评论；杭州主播宣称 饼干能"替代卷腹"，却拿不出任何实验数据…… 行业乱象丛生 虚假营销是直播电商行业最为突出的问题之一 ...

Core Points - The "Live E-commerce Supervision Management Measures" is entering the legal review process and will be officially released soon [1] - The measures clarify the legal responsibilities of live e-commerce platforms, operators, marketers, and service agencies, enhancing supervision and establishing a comprehensive responsibility system [1] - In the first half of the year, China's online retail sales reached 74,295 billion RMB, with live e-commerce playing a significant role, but issues like false marketing and counterfeit products are prevalent [1] - A national platform economy governance standardization technical committee has been established to promote compliance and improve operational quality in the platform economy [1] - The National Market Supervision Administration will focus on problem-oriented approaches to strengthen governance and create a better online trading environment [2]

Core Viewpoint - The State Administration for Market Regulation (SAMR) is set to officially introduce the "Live E-commerce Supervision Management Measures," aiming to enhance regulatory oversight in the live e-commerce sector [1][2]. Group 1: Legislative and Regulatory Framework - The SAMR, in collaboration with the National Internet Information Office, has drafted the "Measures" and is currently in the legal review process, with an official release expected soon [2]. - The "Measures" will clarify the legal responsibilities of various stakeholders in live e-commerce, including platforms, operators, and marketing personnel, while establishing a comprehensive accountability system [2][3]. Group 2: Strengthening Platform Responsibilities - To reinforce the responsibilities of live e-commerce platforms, the SAMR has established a national standardization technical committee to promote compliance and improve operational quality [3]. - The SAMR is advancing the construction of a monitoring system for live e-commerce, focusing on high-risk activities and ensuring timely access to relevant stakeholder information [3]. Group 3: Addressing Violations and Consumer Protection - The SAMR has identified two major issues in the live e-commerce sector: false marketing and counterfeit products, which mislead consumers regarding product quality and origin [4]. - The SAMR plans to adopt a problem-oriented approach to strengthen governance and combat irregularities in live e-commerce, maintaining a high-pressure stance against violations [4]. - A comprehensive regulatory system will be established to integrate online and offline monitoring, ensuring strict enforcement against non-compliance by platforms and operators [4].

Core Points - The State Administration for Market Regulation (SAMR) is set to officially release the "Live E-commerce Supervision Management Measures" to enhance regulation in the live e-commerce sector [1][2] - The measures will clarify the legal responsibilities of various stakeholders in live e-commerce, including platforms, operators, and marketers, and establish a comprehensive regulatory framework [2][3] - The SAMR aims to strengthen the accountability of live e-commerce platforms and promote compliance through the establishment of national standards [3] Group 1: Legislative and Regulatory Framework - The "Live E-commerce Supervision Management Measures" has entered the legal review process and will be officially released soon [2] - The SAMR has initiated the drafting of two national standards: "Basic Requirements for Live E-commerce Platform Services" and "Compliance Data Reporting Standards for Online Transactions" [3] - A comprehensive accountability system will be established to ensure a closed-loop regulatory enforcement mechanism [2] Group 2: Strengthening Platform Responsibilities - The SAMR has formed a national standardization technical committee to enhance compliance levels among platform enterprises [3] - The agency is advancing the construction of a monitoring system for live e-commerce to identify major risks and enhance oversight of high-risk activities [3] - A pilot program for product coding verification has been launched for ten categories of products closely related to public safety [3] Group 3: Combating Illegal Activities - The SAMR has identified two major issues in the live e-commerce sector: false marketing and counterfeit products [4] - The agency will maintain a high-pressure stance against illegal activities and implement an integrated regulatory system for live e-commerce [4] - Platforms failing to fulfill their obligations regarding qualification reviews and consumer protection will face strict investigations and potential legal actions [4]

穿透式监管体系建设同步推进。一方面，总局积极建设直播电商主体库，强化与平台的数据对接，实时 掌握直播营销主体信息；另一方面，针对安全帽、电动自行车、燃气灶具等10类与百姓安全密切相关的 产品，正式启动赋码核验试点，强化生产销售企业质量安全责任与电商平台商品审核责任。同时，加快 推进直播电商监测系统建设，重点监测高风险直播活动，精准识别风险并处置违规行为。 强力整治直播电商乱象 9月23日，市场监管总局网监司副司长刘军卫在直播电商监管专题新闻发布上透露，《直播电商监督管 理办法》（下称《办法》）将于近期出台；《直播电商平台服务管理基本要求》《网络交易合规数据报 送规范》两项国家标准已完成立项，正加快起草制定。 两项国家标准正在制定 当前，直播电商已成为拉动网络消费的重要力量。为破解行业发展中的突出问题，市场监管总局多方面 发力，构建闭环监管格局。 立法立规方面，《办法》近期将正式出台。刘军卫介绍，为维护消费者与经营者合法权益，市场监管总 局会同国家网信办起草该《办法》，今年6月至7月已向社会公开征求意见，目前进入法制审查程序。 《办法》将进一步明确直播电商平台、直播间运营者、直播营销人员及其服务机构等主体的法律 ...