中国经济网北京9月23日讯（记者 佟明彪）23日，市场监管总局集中发布一批直播电商典型案例。市场 监管总局网监司副司长刘军卫介绍了近期市场监管部门对直播电商的监管情况。 三是强化部门协同和区域联动。充分发挥协调机制、联席会议作用，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。压实属地监管 责任，强化重大案件提级管辖、挂牌督办，加强跨地域信息共享和协同配合，着力破解直播电商跨行 业、跨区域监管难题。 据了解，各地市场监管部门也在加强直播电商监管方面进行了机制、体系建设的探索。 福建省市场监管局党组成员、副局长王文生介绍称，面对直播电商快速发展中出现的各类问题，福建省 市场监管局成立直播电商行业专项治理工作领导小组，积极构建"源头防范、精准监管、全链整治、多 元共治"的监管治理体系。出台包含24项具体要求的网络直播营销活动合规指引，划定清晰的合规边 界。全省召开42场行政指导会，压实平台主体责任，推动"合规经营"成为行业共识，从源头上降低违法 风险。 上海市市场监管局二级巡视员陶爱莲表示，上海市场监管部门持续加大直播电商监测监管力度，严厉打 击虚假营 ...

一是落实直播电商平台合规管理主体责任。按照分层分级、层级对应合规监管要求，综合运用合规指 导、行政约谈、行政处罚、媒体曝光等手段，指导督促直播电商平台企业加强合规管理制度机制建设， 完善内部合规体系，提升合规管理能力和水平。加大对直播电商领域产品质量、食品安全专项抽查抽检 频次和力度，并关联对应的平台企业向社会公示。督促平台企业依法履行平台内经营者资质审核义务， 定期开展核验更新和动态监测，确保入网经营主体身份信息真实有效。 国家市场监管总局23日召开直播电商监管专题新闻发布会。会上，市场监管总局网监司副司长刘军卫介 绍，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，直播电商领域当前两类问题相对突出。 一是虚假营销。一些直播间运营者和主播对商品或服务的经营主体以及性能、功能、质量、来源、曾获 荣誉、资格资质、销售情况、交易信息、经营数据、用户评价等作虚假或者引人误解的商业宣传，欺 骗、误导消费者。 二是假冒伪劣。一些直播间和平台内商家推销和销售掺杂、掺假，以假充真、以次充好，侵犯注册商标 专用权的商品，损害消费者和 ...

智通财经APP获悉，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 副司长刘军卫介绍，为了加强直播电商监督管理，该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。 《办法》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责任，强 化了监督管理手段，明确了监管部门与平台之间的联动处置机制，构建全链条责任体系，形成监管执法 闭环。 刘军卫介绍到，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，直播电商领域当前两类问题相对突出。 一是虚假营销。一些直播间运营者和主播对商品或服务的经营主体以及性能、功能、质量、来源、曾获 荣誉、资格资质、销售情况、交易信息、经营数据、用户评价等作虚假或者引人误解的商业宣传，欺 骗、误导消费者。二是假冒伪劣。一些直播间和平台内商家推销和销售掺杂、掺假，以假充真、以次充 好，侵犯注册商标专用权的商品，损害消费者和其他经营者合法权益。本次集中发布的典型案例主要涉 及上 ...

市场监管总局今天（23日）召开新闻发布会介绍，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。但从市场监管总局掌握的实际情况和发布的几批案例分析， 直播电商领域当前两类问题相对突出： 一是虚假营销。一些直播间运营者和主播对商品或服务的经营主体以及性能、功能、质量、来源、曾获 荣誉、资格资质、销售情况、交易信息、经营数据、用户评价等作虚假或者引人误解的商业宣传，欺 骗、误导消费者。 二是假冒伪劣。一些直播间和平台内商家推销和销售掺杂、掺假，以假充真、以次充好，侵犯注册商标 专用权的商品，损害消费者和其他经营者合法权益。 （文章来源：央视新闻） 本次集中发布的典型案例主要涉及上述违法类型。 市场监管总局表示，下一步，将坚持问题导向，强化综合治理。综合运用合规指导、行政约谈、行政处 罚、媒体曝光等手段，指导督促直播电商平台企业加强合规管理制度机制建设，完善内部合规体系，提 升合规管理能力和水平。加大对直播电商领域产品质量、食品安全专项抽查抽检频次和力度，并关联对 应的平台企业向社会公示。 ...

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].

Core Insights - The rise of live e-commerce has transformed it into a new career choice for ordinary people, significantly impacting their lives and contributing to economic growth [1][3][4] Group 1: Industry Growth and Impact - Douyin e-commerce reported a 49% year-on-year growth in GMV for its shelf products over the past year [1] - Over 511 million new e-commerce creators and 536 million new merchants have earned income through the platform, with an average of 1.25 million live e-commerce sessions broadcast daily, attracting over 300 million viewers [1] - Live e-commerce has contributed to 80% of the growth in the overall e-commerce sector in China, according to a study by the Chinese Academy of Social Sciences [4] Group 2: Personal Transformations - Ordinary individuals have experienced significant life changes due to live e-commerce, such as a former employee returning to their hometown to promote local products and a traditional craftsman reaching younger audiences through live streaming [3] - Various industries, including flowers, books, and agricultural products, have expanded their market reach through live e-commerce, with five interest industry clusters on Douyin e-commerce surpassing 10 billion yuan in annual transaction volume [3] Group 3: Regulatory Developments - Douyin e-commerce has introduced the "Douyin E-commerce Community Operation Norms," establishing clear guidelines for creators and merchants, emphasizing compliance, integrity, and quality content [4][5] - The platform has taken action against over 13 million instances of non-compliant content and suspended the selling privileges of 470,000 violators [5] Group 4: Support for Quality Creators - Douyin e-commerce is enhancing support for quality creators by implementing a dual evaluation system based on "transaction value" and "content quality," aiming to promote high-value content [8][9] - The platform has seen a 21% increase in daily submissions from 270,000 participating creators and merchants during July-August, alongside double-digit growth in traffic and transaction volume [8] Group 5: Future Directions - The introduction of the community operation norms signifies a critical step in institutional development and ecological governance within the live e-commerce sector, promoting a sustainable and healthy growth trajectory [9]

Group 1 - The core viewpoint of the articles highlights the significant growth and impact of live e-commerce in China, with over 5.11 million new authors earning income through platforms like Douyin [1][2] - Douyin's e-commerce platform reported a 49% year-on-year increase in GMV, with over 536 million new merchants also generating revenue [1] - Live e-commerce is becoming a vital force in driving employment and consumption, with an average of 1.25 million live broadcasts daily viewed by over 300 million people [1] Group 2 - The expansion of live e-commerce is evident in various sectors, including flowers, books, and traditional crafts, with five interest industry clusters on Douyin achieving annual transaction totals exceeding 10 billion yuan [2] - Live e-commerce contributes to 80% of the growth in the overall e-commerce sector, indicating its rapid development as an innovative business model in China [2] - The release of the Douyin e-commerce community operation guidelines marks a significant step in the institutional development and ecological governance of live e-commerce [3][4] Group 3 - Over the past year, Douyin e-commerce has dealt with more than 13 million instances of violating content, emphasizing its commitment to regulatory compliance [3] - The platform has established six core principles for content creation and operation, focusing on lawful, reliable, and professional practices [3] - Douyin e-commerce is increasing support for high-value content, with over 30,000 quality authors receiving traffic support, resulting in significant exposure increases [3]

用批量弹幕构筑话术陷阱，雇佣"职业水军"伪造减肥奇迹，假借"过来人"身份吸引消费者上当受骗。近 日，北京市市场监管局对属地某生物科技有限公司开出10万元罚单，成为成功查办全国市场监管领域直 播电商"职业弹幕人"首案。 什么是"职业弹幕人"？它为何兴起、有什么特点？在"乱花渐欲迷人眼"的消费市场中，消费者如何擦亮 双眼，识别其伪装？各方如何发力打造"诚实清朗"的消费环境？记者进行了采访。 另据《报告》，我国去年直播电商用户规模突破5.97亿，占全部网民规模的五成左右。马丽红指出，对 网络诚信体系而言，"职业弹幕人"极易透支公众对网络信息内容、平台和企业的信任。因此，"职业弹 幕人"乱象理应得到治理。 上网当"托"，扰乱市场秩序 今年6月，北京某生物科技公司直播销售一款名为"燃咔果冻"的食品。直播间里，"真给力，3颗就瘦了 3.2斤""3天成功7天破（减肥）平台期"等夸张弹幕不断刷屏，令一些消费者跃跃欲试。 然而执法人员通过IP地址分析和用户行为建模发现，该公司涉嫌购买第三方服务，批量发送虚假弹幕， 而其雇佣的这些尚未用过产品或明知产品无效却依旧操控虚假账号刷屏的团伙，就是"职业弹幕人"。他 们在直播、短视频等互 ...

Core Insights - The article highlights the significant role of e-commerce, particularly live streaming, in promoting agricultural development in rural China, showcasing its potential as a powerful engine for rural revitalization [1][2] Group 1: E-commerce and Agricultural Development - The "Village Broadcasting Courtyard" in Kunming has conducted 36 live broadcasts since its launch, resulting in 74,400 transactions and sales exceeding 5.77 million RMB, demonstrating the effectiveness of live streaming in boosting local agricultural product sales [1] - The Cambodian official emphasizes that live streaming sales are a crucial exploration for revitalizing the rural economy, supported by robust infrastructure and logistics [2] Group 2: International Collaboration and Learning - A training program for officials and business representatives from Southeast Asian countries, including Myanmar and Thailand, aims to enhance leadership in rural e-commerce, with participants expressing interest in China's successful models [1][2] - Officials from Laos suggest that Southeast Asian countries can learn from China's experiences and adapt them to their own contexts, advocating for continued collaboration between governments and businesses to promote sustainable rural e-commerce [2]

新华财经北京9月21日电（记者丁雅雯） 随着直播电商行业从粗放增长转向精耕细作，品质与服务能力 已成为行业竞争的核心。在这一背景下，服务商的竞争已从单一的流量运营，全面升级为对"全链路服 务能力"和"AI技术驱动效率"的双重考量，推动行业走向更加规范、专业的高质量发展道路。 值得注意的是，数字营销服务能力的提升，正加速国际品牌本土化运营和国内品牌数字化升级的进程。 一些服务商通过打造专业团队、研发技术工具和积累行业方法论，为美妆、奢侈品、家居科技等领域的 品牌提供本土化数字营销服务，帮助其精准触达中国消费者，有效提升了营销效率和市场竞争力。 业内专家指出，随着人工智能技术与全域运营模式的不断成熟，直播电商行业将进一步向标准化、专业 化方向发展，服务商也将在赋能品牌增长、促进消费升级的过程中扮演更加关键的角色。 编辑：吴郑思 品牌对专业化、内容化需求的提升，对服务商提出了更高要求。能否提供覆盖"内容、运营、数据、技 术"的一体化解决方案，已成为衡量服务商核心价值的新标准。以抖音电商近期发布的"2025年上半年服 务商牌级名单"为例，值得买科技旗下全链路服务平台星罗凭借其综合服务能力再度入选"钻石服务 商"。星罗 ...