Core Viewpoint - The article discusses the newly proposed regulations for live e-commerce in China, aimed at enhancing supervision and management to protect consumer rights and promote healthy development in the industry [1][2]. Summary by Sections General Principles - The regulations, titled "Live E-commerce Supervision and Management Measures (Draft for Comments)," consist of seven chapters and fifty-seven articles, focusing on the responsibilities of various stakeholders in the live e-commerce ecosystem [2]. Responsibilities of Live E-commerce Platforms - The regulations specify the responsibilities and obligations of live e-commerce platform operators, including handling violations, verifying qualifications, reporting information, and establishing training mechanisms. Platforms must enhance identity verification and qualification audits for operators and marketers, and actively assist consumers in protecting their rights [2][3]. Responsibilities of Live Room Operators and Marketers - The regulations emphasize the responsibilities of live room operators and marketing personnel, requiring them to establish systems for reviewing product information, publicizing information, and verifying identities. They are prohibited from making false or misleading commercial promotions and must provide accurate and comprehensive product information to consumers [3][4]. Strengthening Supervision and Management - The regulations outline the supervisory measures applicable to live e-commerce activities, including jurisdiction, collaborative regulation, supervision, credit monitoring, and corrective actions. Market supervision and internet information departments are empowered to investigate violations and require platform operators to take corrective measures [3][4]. Legal Responsibilities for Non-compliance - The regulations detail the legal responsibilities for failing to fulfill obligations, specifying various scenarios that may lead to penalties under existing laws such as the E-commerce Law, Anti-Unfair Competition Law, Advertising Law, and Price Law. This enhances the operability and specificity of the regulations [4].

新华社北京6月10日电（记者赵文君）市场监管总局10日发布《直播电商监督管理办法（征求意见 稿）》，向社会公开征求意见。 据介绍，征求意见稿由市场监管总局会同国家网信办研究起草，旨在加强直播电商监督管理，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。 征求意见稿强调了不履行法定义务应当承担的法律责任，细化了不履行法定义务的相关具体情形，通过 适用电子商务法、反不正当竞争法等相关法律法规规章或者新设处罚条款，明确了处罚依据，增加了可 操作性和针对性。 下一步，市场监管总局将根据社会公开征求意见反馈情况完善相关内容，尽快出台实施直播电商监督管 理办法，进一步健全直播电商常态化监管制度，推动直播电商健康发展。（完） 征求意见稿细化了直播电商平台经营者的责任和义务，明确了直播电商平台经营者在违规处置、资质核 验、信息报送、培训机制、分级管理、动态管控、信息公示等方面的责任。要求平台经营者建立健全平 台协议规则，加强对直播间运营者、直播营销人员服务机构、直播营销人员的身份认证和资质审核，强 化对违法违规行为的处置，依法依规报送数据信息，积极协助消费者维权，进一步压实平台企业的主体 责任。 征求意见稿明确了直播 ...

为加强直播电商监督管理，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，市场监管总局 在充分调研和广泛征求意见的基础上，会同国家网信办研究起草了《直播电商监督管理办法（征求意见 稿）》（以下简称《办法》），今日正式向社会公开征求意见。 《办法》分总则、直播电商平台经营者、直播间运营者、直播营销人员服务机构和直播营销人员、监督 管理、法律责任、附则等七章，共五十七条。主要内容如下： 一是细化了直播电商平台经营者的责任和义务。《办法》明确了直播电商平台经营者在违规处置、资质 核验、信息报送、培训机制、分级管理、动态管控、信息公示等方面的责任。要求平台经营者建立健全 平台协议规则，加强对直播间运营者、直播营销人员服务机构、直播营销人员的身份认证和资质审核， 强化对违法违规行为的处置，依法依规报送数据信息，积极协助消费者维权，进一步压实平台企业的主 体责任。 二是明确了直播间运营者、直播营销人员服务机构、直播营销人员的责任和义务。《办法》强化直播间 运营者责任，要求直播间运营者建立健全商品或者服务信息发布审核、信息公示、身份核验等制度，不 得作虚假或者引人误解的商业宣传。规范直播营销人员服务机构行为，要求加强对 ...

金十数据6月10日讯，为加强直播电商监督管理，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，市场监管总局在充分调研和广泛征求意见的基础上，会同国家网信办研究起草了《直播电商监 督管理办法（征求意见稿）》，今日正式向社会公开征求意见。 （市场监管总局） 相关链接 《直播电商监督管理办法》面向社会公开征求意见 ...

市场监管总局就《直播电商监督管理办法（征求意见稿）》公开征求意见。《办法》规定了直播电商活 动的管辖适用、协同监管、监督检查、信用监管、约谈与整改等方面内容。《办法》规定，市场监督管 理、网信部门对调查核实违反市场监督管理、网信领域法律、法规、规章的直播间运营者、直播营销人 员服务机构、直播营销人员，依法要求直播电商平台经营者采取处置措施制止的，直播电商平台经营者 应当予以配合。 ...

Core Viewpoint - The article discusses the recent activities of Viya, a prominent figure in the live-streaming industry, indicating her potential return through a new mini-program called "Qianxun Super Member" launched by her husband, Dong Haifeng [1][2]. Group 1: Viya's Return and New Initiatives - Viya's husband, Dong Haifeng, shared a video commemorating Viya's nine years in live streaming and introduced the "Qianxun Super Member" mini-program, encouraging fans to register [1]. - The mini-program functions as a private marketplace, offering products in categories such as beauty, food, daily necessities, and fashion, with successful sales events like the "605 Snack Festival" [2][5]. - The mini-program does not directly associate with Viya but features her in promotional materials, using terms like "sister" to refer to her [5][6]. Group 2: Company Background and Structure - The mini-program is operated by Hangzhou Landu Technology Co., Ltd., established in January 2024, with a registered capital of 1 million yuan, focusing on cultural and brand management services [6][7]. - Viya is linked to 18 companies across various sectors, with only three currently operational, including companies in e-commerce and apparel [7]. - Dong Haifeng has been active in the industry, with previous investments in short drama production and involvement in the "Fengwei Pai" food brand [8][9].

Group 1 - The article emphasizes the importance of regulating promotional activities during the "6.18" shopping festival to maintain order in online transactions and protect consumer rights [1] - The State Administration for Market Regulation has issued compliance guidelines for various e-commerce platforms, including comprehensive, live-streaming, and cross-border e-commerce [1] - Platforms are required to ensure the authenticity of operator information, enhance algorithm compliance management, and improve transparency and fairness in online business practices [1] Group 2 - The guidelines prohibit unfair market competition practices such as "big data killing familiarity," false marketing, and fraudulent reviews [1] - Consumers are encouraged to engage in rational consumption and to report any illegal activities to the market regulation authorities to protect their legal rights [1]

Group 1 - The latest ranking of Chinese cities for 2025 highlights the competitive landscape based on international influence, economic vitality, innovation momentum, and hub value [1] - The top-tier cities in the world remain Beijing, Shanghai, Hong Kong, Guangzhou, and Shenzhen, while eight cities including Wuhan, Hangzhou, Chengdu, Chongqing, Tianjin, Suzhou, Nanjing, and Taipei are classified as first-tier cities in China [1][3] - Xiamen stands out as a second-tier city, showcasing a differentiated development path with a focus on innovation and cross-border e-commerce [5][7] Group 2 - Beijing has 218 regional headquarters of multinational companies, while Shanghai's port trade accounts for 3.2% of global trade [3] - Hong Kong's cross-border wealth management scale is projected to exceed 1.8 trillion yuan by 2025, and Shenzhen's high-tech output accounts for over 62% of its GDP [3] - Xiamen's cross-border e-commerce import and export volume represents 52% of Fujian's total, and its integrated circuit production has a yield rate of 98% [5][7] Group 3 - Chengdu's dual airports have seen an 18% increase in cargo volume, and its China-Europe Railway Express accounts for 30% of the national total [8] - Chongqing's new trade routes cover 118 countries, with notebook computer production accounting for 40% of the global market [8] - Wuhan's optical valley has a production value exceeding 1 trillion yuan, and Suzhou's biopharmaceutical industry has a fund size exceeding 200 billion yuan [8] Group 4 - The competition among second-tier cities is intensifying, with Ningbo having 83 champion enterprises and Hangzhou's live-streaming e-commerce accounting for 28% of the national total [9] - Shenzhen's energy consumption per unit of GDP has decreased to one-third of the national average, while Chengdu's ecological parks offset 27% of industrial emissions [9] - The Yangtze River Delta's "innovation outposts" cover all 41 cities, and the Chengdu-Chongqing region is building a shared scientific city [11] Group 5 - Xiamen's development trajectory illustrates the elevation path of second-tier cities, emphasizing "delicate productivity" over traditional scale advantages [11][13] - The future urban landscape in China may witness a revaluation of value, suggesting that not all beacons need to be towering structures, as smaller lights can also guide the way [13]

Core Insights - The report indicates that Kuaishou's e-commerce sales experienced a month-on-month increase of 1.49% in May 2025, driven by holiday marketing and the 618 pre-sale event, with promotional heat rising by 16.02% [12][10][1] - Various product categories saw significant growth, particularly in gold, seasonal fruits, and home appliances, with notable increases in sales for durians (136.1%), ice cream (152.9%), and major appliances like air conditioners and washing machines exceeding 30% growth [1][12][29] Group 1: Marketing Activities - Kuaishou's 618 pre-sale period began on May 19, with a strong start leading to a 282% year-on-year increase in GMV for general merchandise [2][10] - Themed marketing campaigns such as "Pearl Love Season" and "Crayfish Carnival Week" significantly boosted sales, with over 10 million crayfish sold [2][10] - Anticipated promotions for June are expected to further enhance consumer spending, focusing on snacks, men's clothing, and digital appliances [2][10] Group 2: Sales Trends - May's sales trends were characterized by explosive growth due to holiday marketing and the upcoming 618 shopping festival, with a notable increase in sales across multiple categories [12][10] - The report highlights that the sales heat for gold and jewelry surged, driven by festive promotions, while seasonal products like durians and zongzi also saw significant sales increases [1][12][21][27] Group 3: Product Insights - In the home appliance sector, air conditioners and washing machines led the growth, with Haier and other brands capturing significant market shares [29][30] - The men's personal care segment showed remarkable growth, with sales of men's shower gel and shampoo increasing by over 80% month-on-month [34][35] - Seasonal products such as ice silk cool mats and mosquito nets gained traction, with promotional heat for these items rising by 119.7% [36][30]

Group 1 - The core logic of live-streaming e-commerce, "lowest price on the internet," is losing its effectiveness as major platforms like Taobao, JD, and Pinduoduo intensify price competition, leading top streamers to diversify their activities beyond live selling [1][2][5] - Super streamers like Li Jiaqi and Xinba are reducing their live-streaming frequency and exploring new business avenues, while others like Dong Yuhui express dissatisfaction with their current roles [1][2][5][11] - The shift in strategy is evident as some streamers, such as Wei Ya, transition to behind-the-scenes roles and engage in various promotional activities, indicating a broader trend of adaptation in the industry [2][5][7] Group 2 - Li Jiaqi remains a dominant figure in live-streaming, actively participating in promotional events and maintaining high engagement levels during the 618 shopping festival, with his live-streaming room achieving significant sales figures [7][10][8] - Dong Yuhui's participation in the 618 festival is limited compared to others, yet he still achieves impressive results, indicating a potential for growth despite a lower frequency of appearances [11][13] - The collaboration between Luo Yonghao and Baidu's e-commerce platform highlights a strategic partnership aimed at leveraging AI technology to enhance the live-streaming experience and improve operational efficiency [16][18] Group 3 - The aftermath of the "Hong Kong Meicheng Mooncake" incident has led to a significant decline in the popularity of Xiao Yang Ge, who has not resumed live-streaming, while exploring new business models [19][21] - Xinba's return to the live-streaming scene during the 618 festival showcases his strong sales performance, emphasizing the competitive nature of the industry and the importance of emotional engagement in marketing [22][24] - The overall contribution of live-streaming and short videos to e-commerce GMV remains substantial, indicating that despite the rise of other sales channels, live-streaming continues to play a critical role in the industry [24]