Core Viewpoint - A governance action is underway in the live e-commerce industry, marking a shift from chaotic growth to regulated development, as Douyin e-commerce releases its first public community operation guidelines [1][9]. Industry Overview - The live e-commerce sector has experienced rapid growth alongside significant risks, including influencer accountability, consumer rights violations, and the pressure on small merchants [1][3]. - The industry faces challenges such as extreme content creation for attention, which can harm consumer trust and business integrity [1][3]. Governance Actions - Douyin e-commerce has taken strict measures against violations, processing approximately 13 million instances of non-compliant content and indefinitely revoking the selling privileges of 470,000 violators [3][9]. - The platform emphasizes that compliance is foundational for transactions, as trust is essential for the e-commerce ecosystem [3][9]. Support for Quality Contributors - Since April, over 30,000 quality creators have received traffic support from the platform, with each gaining an average of over 60,000 additional exposure instances [5]. - Douyin e-commerce is adjusting its algorithms to evaluate both "transaction value" and "content quality," ensuring that high-value content receives more distribution [5][10]. Market Dynamics - Data indicates that influencers with over one million followers contribute only 9% of the platform's GMV, highlighting the importance of smaller creators who understand market needs and focus on niche areas [8][9]. - Over the past year, more than 511,000 new e-commerce authors and 536,000 new merchants have generated income through Douyin, showcasing the platform's role in supporting small businesses [8][9]. Long-term Vision - The release of the guidelines is seen as a microcosm of the broader evolution of internet platform governance in China, transitioning from chaotic growth to rule establishment and ecological optimization [9][10]. - The future competition in live e-commerce will focus on the health of the ecosystem rather than mere traffic acquisition, promoting a fair and sustainable environment for all participants [10].

市场监管总局近日召开2025年直播带货食品安全行政指导会，为直播电商行业健康发展再敲警钟、再划 红线。筑牢直播带货安全堤坝，是亿万消费者对"舌尖上的安全"的殷切期盼。 平台企业应完善责任体系。一方面，用好技术赋能。运用AI系统实时筛查主播话术，拦截虚假宣传； 利用区块链实现商品全流程溯源，杜绝"三无"产品。另一方面，强化制度约束。严审商家资质，对违规 者实施"违规即禁播"的惩戒措施；优化算法规则，释放"算法向善向好向上"效应，让合规经营者获得更 多流量支持。 主播群体应深植诚信基因。头部主播应发挥示范效应，面向消费者公示选品标准、流程及质检报告，以 透明保障"高质"；中小主播应摒弃短视逐利、低质炒作，以诚信经营积累口碑和信任。 直播电商业态行稳致远，须始终坚持"以用户为中心""以安全为重心"发展理念。监管固然重要，但平台 和主播主动参与生态共治，将保障安全与提升品质内化为自觉行动十分必要。有力监管与合力共治的有 效结合，将护航直播电商行业实现规范健康发展。 (责任编辑：朱赫) 近年来，相关部门积极作为，从专项整治雷霆出击到监管体系织密扎牢，从主体责任层层压实到法规制 度与时俱进，国家以坚定行动传递出明确信号： ...

Core Viewpoint - The recent administrative guidance meeting by the State Administration for Market Regulation emphasizes the need for food safety in live-streaming e-commerce, highlighting the importance of consumer safety and the necessity for stricter regulations in the rapidly growing industry [1][2]. Group 1: Industry Development and Challenges - The live-streaming e-commerce sector has seen rapid growth, but issues such as false marketing, counterfeit products, and low-quality goods persist due to lax platform oversight and a lack of quality awareness among some streamers [1]. - The industry is facing a dilemma where the rush for quick sales leads to compromised product quality, indicating a need for better regulatory frameworks and practices [1]. Group 2: Responsibilities of Platforms and Streamers - Platform companies are urged to enhance their responsibility systems by leveraging technology, such as AI for real-time monitoring of promotional content and blockchain for product traceability [2]. - Streamers are encouraged to adopt a culture of integrity, with leading streamers setting examples by being transparent about product selection standards and quality checks, while smaller streamers should focus on building trust through honest practices [2]. Group 3: Future Development Principles - The sustainable development of the live-streaming e-commerce industry should prioritize user-centric and safety-focused principles, necessitating active participation from both platforms and streamers in ensuring a safe and high-quality consumer environment [2].