Core Viewpoint - The live e-commerce industry in China is transitioning from unregulated growth to a new phase of standardized governance, with the upcoming release of regulatory measures aimed at addressing existing issues and promoting high-quality development [1][2] Regulatory Developments - The "Live E-commerce Supervision Management Measures" is in the legal review stage and is expected to be officially released soon, marking a significant step towards regulatory oversight in the industry [1] - Two national standards, "Basic Requirements for Live E-commerce Platform Services" and "Compliance Data Reporting Standards for Online Transactions," are also being drafted to enhance regulatory frameworks [1] Industry Growth and Challenges - A report indicates that the total merchandise transaction volume (GMV) of the live e-commerce industry is projected to exceed 4.5 trillion yuan in 2024, accounting for nearly one-third of online retail sales and contributing 80% of the growth in e-commerce [1] - The user base for live e-commerce is estimated to be around 600 million, highlighting the sector's expansive reach [1] Issues in the Industry - The rapid expansion of the live e-commerce sector has been accompanied by significant issues, including false advertising, counterfeit products, and inadequate after-sales service, leading to increased public concern [1] - In 2024, the 12315 platform received 402,000 complaints related to live commerce, representing a year-on-year increase of 19.3% [1] Importance of Regulatory Measures - The upcoming regulations will clarify the responsibilities of various stakeholders, including platforms, operators, and marketers, addressing previous ambiguities in accountability [2] - The measures will provide legal support for consumer rights protection and create a fair competitive environment for legitimate businesses, thereby reducing issues like false advertising and counterfeit goods [2] - The regulations will also require platforms to enhance risk control and qualification review systems, promoting a shift from reactive to proactive regulatory practices [2]

Core Insights - The online retail sales in China are projected to reach 74,295 billion yuan in the first half of 2025, marking an 8.5% year-on-year growth, with live e-commerce playing a significant role [1] - The State Administration for Market Regulation (SAMR) is set to intensify efforts to address issues of false marketing and counterfeit products in the live e-commerce sector [1][4] Summary by Sections Live E-commerce Issues - The live e-commerce sector is facing prominent issues of false marketing and counterfeit products, as highlighted by Liu Junwei from SAMR [2][3] - Operators and hosts in live streaming often misrepresent product details, leading to consumer deception [2][3] Regulatory Actions - SAMR has initiated investigations into several cases of false marketing, including a notable case involving Yunnan Shi He Tea Co., which was fined 200,000 yuan for misleading claims about its products [3] - Local regulatory bodies, such as those in Shanghai and Fujian, are implementing comprehensive monitoring and enforcement mechanisms to tackle these issues [4][5] Legislative Developments - The SAMR, in collaboration with the National Internet Information Office, is drafting the "Live E-commerce Supervision Management Measures," which is currently in the legal review process and will soon be officially released [1][6][7] - This new regulation aims to clarify the legal responsibilities of various stakeholders in the live e-commerce ecosystem and enhance the supervisory framework [7]

Core Viewpoint - The upcoming regulations for live e-commerce in China signify a shift from unregulated growth to a structured governance model, addressing industry issues such as false advertising and counterfeit products [1][2]. Group 1: Regulatory Developments - The "Live E-commerce Supervision Management Measures" has entered legal review and will be officially released soon, marking a new phase of regulation in the industry [1]. - Two national standards, "Basic Requirements for Live E-commerce Platform Services" and "Compliance Data Reporting Standards for Online Transactions," are also being drafted to enhance regulatory frameworks [1]. Group 2: Industry Growth and Challenges - A report indicates that the total merchandise transaction volume (GMV) of the live e-commerce industry is expected to exceed 4.5 trillion yuan in 2024, accounting for nearly one-third of online retail sales and contributing 80% of e-commerce growth, with a user base of approximately 600 million [1]. - The number of complaints received by the 12315 platform regarding live commerce reached 402,000 in 2024, reflecting a 19.3% year-on-year increase, highlighting ongoing issues within the industry [1]. Group 3: Implications of New Regulations - The new regulations will clarify the responsibilities of various stakeholders, including platforms, operators, and marketers, addressing previous ambiguities in accountability [2]. - The regulations will establish a collaborative regulatory framework and credit supervision methods, transitioning from fragmented oversight to a more systematic approach [2]. - The measures will detail the circumstances of non-compliance and the basis for penalties, providing legal support for consumer rights and fostering a fair competitive environment [2]. - Platforms will be required to enhance risk control and qualification review systems, promoting proactive measures to prevent issues rather than merely responding to them [2].

Core Viewpoint - The regulatory authority is intensifying efforts to address issues of false marketing and counterfeit products in the live e-commerce sector, implementing a comprehensive regulatory framework that includes increased frequency and intensity of product quality and food safety inspections [1][2]. Group 1: Regulatory Actions - The State Administration for Market Regulation (SAMR) plans to strengthen the oversight of live e-commerce, focusing on the prominent issues of false marketing and counterfeit goods [2]. - There will be an increase in the frequency and intensity of special inspections related to product quality and food safety in the live e-commerce sector [2]. - A comprehensive regulatory system will be established, involving online detection and offline investigation, as well as online management of offline issues [2][3]. Group 2: Compliance and Accountability - Live e-commerce platforms will be scrutinized for failing to perform due diligence in verifying the qualifications of operators and for not taking action against violations of consumer rights [3]. - The regulatory authority will collaborate with multiple departments to enhance information sharing, risk assessment, and regulatory coordination to tackle challenges in cross-industry and cross-regional oversight [3]. - Local regulatory responsibilities will be reinforced, with a focus on serious cases being escalated for higher-level oversight and coordination [3].

Core Viewpoint - The upcoming "Live E-commerce Supervision Management Measures" aims to address issues such as false marketing and counterfeit products in the live e-commerce sector, protecting consumer and operator rights while promoting healthy industry development [1] Group 1: Industry Issues - Over the past five years, the annual transaction volume of live e-commerce has surged from less than 1 trillion to nearly 5 trillion yuan, leading to significant industry issues [2] - In 2024, complaints and reports related to live e-commerce reached 402,000, a year-on-year increase of 19.3%, highlighting the problems accumulated during rapid industry expansion [2] - False marketing is a prominent issue, with examples including misleading claims about product effectiveness and deceptive sales practices, such as selling fake pearls [2][3] Group 2: Regulatory Framework - The "Measures" will clarify the legal boundaries for platforms, hosts, and agencies, shifting the focus from "traffic-oriented" to "responsibility-oriented" governance [1][4] - The framework consists of seven chapters and fifty-seven articles, detailing the responsibilities of various stakeholders in the live e-commerce ecosystem [4][5] - The measures will enforce stricter responsibilities on platforms, including verification of qualifications, information reporting, and consumer protection [5] Group 3: Enforcement Actions - In 2024, the market regulatory authority, in collaboration with 13 departments, will conduct a special action to combat false advertising and price fraud in live e-commerce, resulting in the investigation of 36,000 internet-related cases [6]

Core Insights - The live streaming market in Kenya is experiencing significant growth, with high viewer engagement and conversion rates [1] - The content innovation in live streaming is crucial for attracting audiences, as evidenced by the success of local hosts [1] - User loyalty is notably high, with daily orders averaging 40-50 and a return rate of less than 5% [1] Group 1 - The average audience for live streams is around 50,000, with peak online viewers reaching approximately 1,000 [1] - The strategy of "light assets + deep integration" is effective, utilizing offline stores to build trust and directing online traffic to platforms like WhatsApp [1] - The emergence of local hosts from underprivileged backgrounds enhances the authenticity and appeal of the content [1] Group 2 - The business has expanded from a single clothing store to 11 live streaming studios, serving brands like Haier and Transsion [1] - The perception of Africa as a challenging market is being challenged, highlighting it as a land of opportunities with minimal competition [1] - The goal of connecting Chinese products with Kenyan households reflects a broader vision of fostering ties between China and Africa [1]

在北京市社会科学院研究员王鹏看来，《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。 "直播电商越来越繁荣，但直播电商带来的问题也不少，所以对行业规范治理刻不容缓，直播电商监督 管理办法主要意义在于，能够明确各方责任，比如落实直播平台监管本平台直播电商的责任，让平台建 立一些必要的机制，包括算法的方式，来及时发现直播电商上存在的虚假宣传等问题。"知名经济学者 盘和林对证券时报记者表示。 值得一提的是，从平台角度看，直播电商的规范化治理也在不断强化。9月21日，在抖音创作者大会电 商作者交流专场上，抖音电商发布的数据显示，过去一年，超过511万名新入驻电商作者和536万新商家 通过平台获得收入。 记者23日从中国国家市场监管总局网站获悉，市场监管总局会同国家网信办起草的《直播电商监督管理 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。 在当天召开的新闻发布会上，国家市场监管总局网络交易监督管理司副司长刘军卫指出，《办法》进一 步明确直播电商平台、 ...

Group 1 - The State Administration for Market Regulation has announced an investigation into Chengdu Kuaigou Technology Co., Ltd. for suspected violations of the E-commerce Law of the People's Republic of China [2] - The live e-commerce sector plays a significant role in innovation, consumer promotion, and job creation, but faces issues such as false marketing and counterfeit goods due to complex legal relationships [5] - The investigation aims to enforce platform responsibilities and protect consumer rights, with the results to be made public [5] Group 2 - Chengdu Kuaigou was established on October 31, 2019, with a registered capital of 50 million yuan, and is a wholly-owned subsidiary of Beijing Kuaishou Technology Co., Ltd. [7] - The company primarily operates the e-commerce platform "Kuaishou Xiaodian," providing services for supplier and service provider onboarding, as well as live broadcast base entry [7]

Core Insights - The meeting titled "Promoting High-Quality Development of Individual Businesses" was notable for its high-level attendance, including the Mayor and Party Secretary of Guangzhou, and addressed various challenges faced by individual businesses such as high costs, financing difficulties, and slow transformation [2][12] - The timing of the meeting coincided with the preparation for the 15th National Games and the Special Olympics, highlighting the city's commitment to supporting individual businesses during significant events [2] Group 1: Growth of Individual Businesses - Guangzhou has seen explosive growth in individual businesses, with 1.3878 million individual businesses as of August 2025, accounting for 34.11% of the city's total business entities [4] - The workforce of individual businesses in Guangzhou reached 2.5683 million, representing 22.6% of the city's total employment, indicating their critical role in the local economy [4] - In the first eight months of the year, 141,700 new individual businesses were registered, averaging 580 new businesses daily, contributing to Guangzhou's return as the third-largest city in the country [6] Group 2: Structure of Individual Economy - The majority of individual businesses in Guangzhou are concentrated in wholesale and retail, making up 65.3% and 34.7% respectively [7] - Employment in wholesale and retail accounts for 69% of the individual economy, with accommodation and catering contributing 31% [8] Group 3: Support Measures for Individual Businesses - Guangzhou has implemented a comprehensive support plan for individual businesses, including legislative measures to protect their rights and interests [14] - Financial institutions are encouraged to develop tailored credit loan products for individual businesses, addressing common financing challenges [15] - The "Credit Easy Loan" platform has provided over 850,000 credit reports to financial institutions, facilitating loans exceeding 318.1 billion yuan [16] Group 4: Recognition of Individual Businesses - The high-profile meeting with individual business representatives signals the city's recognition of even the smallest business entities, emphasizing their importance in the urban economy [18][19] - Guangzhou's historical context as a trading hub has fostered a vibrant individual business environment, contributing significantly to the local economy [9][20]

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]